B2B Google Ads case study
Google Ads Franchise Lead Generation Case Study: 1.09K Lead Conversions for a Wellness Brand
Google Ads for a health and wellness franchise brand, built to reach prospective franchise partners and turn their searches into lead conversions at scale.
- Business
- Health & wellness franchise brand (name withheld)
- Audience
- Prospective franchise partners
- Period
- Q3 2024 to Q3 2026
275K
Paid search clicks across the period.
1.09K
B2B lead conversions recorded in Google Ads.
$177K
Total cost across the period.
$0.64
Average cost per click.
~$162
$177K ÷ 1.09K conversions.
~0.40%
1.09K conversions ÷ 275K clicks.
Source: Google Ads | Supplied performance reporting | Q3 2024 to Q3 2026. The last two figures are calculated from rounded dashboard values, so they are approximate. The business isn’t named.
The business
A wellness brand selling franchises
The business is a health and wellness franchise brand in fitness, using paid search to reach potential franchise partners and generate B2B acquisition opportunities. Its advertising audience is people weighing up a business they could own and run.
The starting point
Where we started
Fitness franchise marketing is a different brief from typical consumer wellness advertising. Customer sign-ups didn’t count. The campaigns had to reach people actively considering a business or franchise opportunity and turn those searches into B2B inquiries.
- Search
- Ad
- Franchise opportunity page
- Lead conversion
- Franchise team follow-up
The data verifies Google Ads conversions only. What happened after each inquiry, in qualification or franchise sales, isn’t part of the supplied data.
The challenge
What needed to change
Different intent from consumer wellness
Someone looking to buy a franchise searches differently from someone looking for a class or membership.
Separating the two kinds of demand
Consumer service searches and business-opportunity searches need to be told apart.
A longer decision
B2B and franchise decisions usually take longer than signing up for a membership.
Commercial intent over traffic
Campaigns have to find people with real business intent. Maximizing clicks would mostly buy would-be customers.
Volume against efficiency
More lead conversions only help if the cost per conversion stays acceptable.
Spend at scale
With this much spend going through one franchise PPC campaign, budget had to be checked against conversions every week.
Goals
What success looked like
Primary goal: generate measurable B2B franchise lead conversions through Google Ads at scale.
- Lead conversions
- Cost per lead conversion
- Conversion rate
- CPC
- Click volume
- Ad spend
- Search intent relevance
Also watched: search query quality, landing page relevance, campaign efficiency and budget allocation.
Approach
Our Google Ads approach
Paid search for franchise acquisition works when every step, from keyword to landing page, is built for someone buying a business. Volume comes after that.
- Identify franchise-related search intent
- Structure campaigns around relevant demand
- Match keywords to business intent
- Match ad messaging to intent
- Send users to conversion-focused pages
- Measure lead conversions
- Monitor CPC and acquisition cost
- Optimize campaign and keyword performance
- Scale where performance supports it
What we did
Seven areas of work
What was done, and why each part affects B2B franchise acquisition on Google.
Search intent
Franchise acquisition starts with telling business intent apart from consumer wellness intent. Typical categories of business-intent searches include:
- Franchise opportunities
- Wellness franchise
- Health franchise
- Wellness business opportunity
- Franchise investment research
Illustrative intent categories. This is not the account’s actual keyword list.
Campaign structure
Paid search was organized around distinct intent groups, so budget, bids and messaging could be managed separately for each kind of demand.
Ad messaging
Ads had to present the business opportunity clearly enough that people looking for a class or membership would skip them, and people looking for a franchise would click.
Landing pages
The destination had to match franchise intent and give a clear next step, so an interested business prospect could inquire without friction.
Conversion tracking
Success was measured on lead conversions. Measure clicks instead and a cheap click from the wrong audience looks like a win.
Performance optimization
Ongoing decisions were based on the numbers tied to acquisition.
- CPC
- Conversion volume
- Conversion rate
- Cost per conversion
- Search intent
- Campaign efficiency
Scaling
Scale came from expanding into more relevant search demand while keeping acquisition cost acceptable. Spend was never raised across the board.
Full-funnel structure
From business research to franchise inquiry
Franchise buyers take time. Demand Gen worked at the top of the funnel to reach people thinking about owning a business. Search, Performance Max and remarketing did the work further down, catching prospects as they compared options and when they were ready to inquire.
TOFU
Top of funnel: Demand Gen
Reach people starting to think about owning a business before they search for a specific brand.
- Demand Gen campaigns for business-ownership and investment audiences
- Creative built around owning a franchise, with no consumer membership messaging
Judged onImpressions, engaged visits, CPC
MOFU
Middle of funnel: research and comparison
Stay in front of prospects while they compare options and research costs.
- Search campaigns on research terms like franchise costs and comparisons
- Performance Max campaigns optimized for lead conversions
- Remarketing to people who viewed the opportunity page
Judged onClicks, CPC, lead conversions
BOFU
Bottom of funnel: ready to inquire
Capture people ready to inquire and turn them into leads for the franchise team.
- Search campaigns on high-intent franchise opportunity terms
- Brand search campaigns
- Performance Max and remarketing to visitors who didn’t inquire
Judged onLead conversions, cost per conversion
Account totals above include all stages. Demand Gen builds the audiences that Search, Performance Max and remarketing later convert, so it isn’t judged on cost per lead alone.
Performance story
B2B lead volume over two years
Over the supplied period, the account generated 275K clicks and 1.09K lead conversions on $177K of ad spend, at an average CPC of $0.64. Where the traffic came from counts for more than how much of it there was. The campaigns targeted people considering a business opportunity, and their searches turned into recorded lead conversions.
- 275K clicks
- 1.09K lead conversions
- $177K ad spend
- $0.64 average CPC
Performance over time
Ongoing activity across two years
Paid search ran throughout the supplied period, and performance moved as campaigns, demand and budgets changed. The chart is the original Google Ads trend view. Quarterly figures aren’t shown because they weren’t supplied.
Conversion economics
From search demand to lead acquisition
Clicks are the starting point. For a B2B franchise business, the useful measure is whether relevant search demand produces measurable lead conversions at an acceptable acquisition cost.
| Metric | Q3 2024 to Q3 2026 |
|---|---|
| Clicks | 275K |
| Lead conversions | 1.09K |
| Cost | $177K |
| Average CPC | $0.64 |
| Approx. cost per lead conversion (derived) | ~$162 |
| Approx. conversion rate (derived) | ~0.40% |
Source: Google Ads. Derived figures are calculated from rounded dashboard values. Conversions are lead conversions recorded in Google Ads. They aren’t a count of qualified leads or franchise sales.
Key lesson
Franchise buyers aren’t everyday customers
B2B franchise acquisition needs a different search strategy from consumer wellness advertising. The job is to find people with business intent and turn their searches into lead conversions.
Across the supplied period, the account generated 1.09K conversions from 275K clicks while spending approximately $177K.
Takeaways
What this case shows
- For franchise lead generation, Google Ads should go after business-opportunity searches and filter out people looking for a class or a membership.
- Judge Google Ads on conversion activity and acquisition cost.
- Scaling paid search means balancing volume with conversion efficiency.
Services used
Paid advertising behind the results
- Google Ads
- B2B lead generation through paid search
- Search intent mapping
- Ad messaging
- Landing page optimization
- Conversion tracking
Related
Related GrowthFueling services
See also our Meta Ads lead-generation case study or all case studies.
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