When the Lead Pipeline Suddenly Runs Dry: Impact Reporting's Quick Recovery
Impact had a reliable lead generation machine humming along. Then one month, it just... stopped. No warning, no obvious reason. Just silence where there used to be a steady stream of qualified leads.
The Product: Making Impact Measurement Actually Work
Impact Reporting does something genuinely useful: they make measuring social value, impact, and sustainability straightforward. No more wrestling with spreadsheets. No more manual data entry nightmares. No more trying to decode complicated measurement frameworks that require a PhD to understand.
It's the kind of software that saves organizations countless hours while helping them demonstrate real social impact.
The Problem: Leads Vanished Overnight
Impact had been running Google Ads successfully for months. Steady lead flow, predictable pipeline, sales team happy. Then suddenly—nothing.
Not a gradual decline. A drop. Sharp and unexplained.
The sales team relied heavily on those Google Ads leads to hit their numbers. They needed answers fast, and they needed the pipeline flowing again.
The Diagnosis: Competition Got Serious
RicochetB2B ran a thorough audit and found the culprit: the competitive landscape had shifted. More players were bidding on the same keywords, driving up costs and pushing Impact's ads down in visibility.
The original campaign structure couldn't compete in this new environment. Ad groups needed restructuring, budget needed adjusting, and - critically - tracking wasn't granular enough to identify which keywords were actually delivering value versus which were burning budget.
The Fix: Restructure, Refine, Re-target
RicochetB2B's approach was surgical:
Restructured ad groups to be more targeted and competitive in the new landscape
Increased budget strategically—not throwing money at the problem, but allocating it where it would actually drive results
Implemented proper tracking to see exactly which keywords were generating qualified leads versus wasting spend
Then came the fine-tuning. Testing, adjusting, optimising. Finding the right audience, the right messaging, the right bid strategy.
The Results: Pipeline Restored
After a couple months of optimisation:
30+ leads per month consistently generated from Google Ads
6.5% click-through rate once the audience was properly niched and targeted
The pipeline was flowing again. Sales team back on track. Crisis averted.
The Lesson
PPC isn't "set it and forget it." Competition changes. Markets shift. What worked six months ago might not work today.
Impact Reporting had a working system until external factors broke it. RicochetB2B: ✓ Diagnosed the real problem (competition, not the ads themselves) ✓ Restructured the campaign to compete effectively ✓ Implemented tracking to optimize ongoing performance
The result? A restored lead pipeline and a more resilient PPC strategy that could adapt to market changes.