Client & Context
Givers is a U.S.-based healthcare startup that supports family caregivers through dedicated programs. To sustain its growth, the company needed to significantly increase the volume of leads that were truly eligible for its programs.
After several months of collaboration, one insight became clear: while the lead volume appeared satisfactory, their quality, and therefore their real value to the business, was still insufficient to support Givers’ ambitious growth.
The Challenge
Before any optimization, Givers was already generating a large flow of leads, but only a small portion turned out to be genuinely qualified. The core issue lay in the optimization logic: Google Ads was primarily relying on superficial conversions, such as a simple form submission, far too weak a signal to reflect the true eligibility the company was targeting.
The result: a CPL that looked acceptable, but overall performance far below expectations. Without CRM data integration, the algorithm simply had no way to learn or understand what defined a high-value lead.
Our Strategy
The priority was to fully realign Google Ads with business value by providing the algorithm with a clear, clean signal directly tied to the ultimate objective: eligibility.
We restructured the entire optimization logic around CRM data to allow the bidding engine to identify, and then prioritize profiles with the highest probability of being qualified.
By clarifying signals, removing irrelevant conversions, and shifting to value-based bidding strategies, the algorithm was gradually able to relearn using qualified data imported from the CRM. This step was crucial for improving targeting accuracy and strengthening overall performance.
Actions Taken
CRM Data Integration
- Structured, systematic import of qualified leads directly into Google Ads.
- Weekly synchronization via GCLID to ensure reliable, fresh, and actionable data.
Campaign Reorientation
- Progressive prioritization of the high-value conversion: the qualified lead as the single central signal.
- Simplified conversion setup, removal of previous noisy signals.
- Migration to a value-based bidding strategy (tROAS), fully aligned with quality rather than volume.
Results
In just six months, Givers’ performance underwent a dramatic transformation:
- The volume of qualified leads increased 6.4× (+540%).
- The CPL for qualified leads dropped significantly, enabling lower-cost acquisition.
- Eligibility rates improved sharply, thanks to the perfect alignment between conversion signals and true business value.
Immediate business impact: more truly eligible caregivers enrolled in the program, and more predictable, reliable, and scalable acquisition.
In lead generation, CRM import remains the number-one lever for turning Google Ads into a true generator of value rather than a simple producer of volume.
