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Scaling B2B Lead Generation: Google Cloud’s 12:1 ROI

Written by John Quinn | April 29, 2025

MAXIMISING GROWTH

How B2B Media Group Delivered a 12:1 ROI for Google Cloud’s Start-up Initiative

David Taylor, Product Marketing Manager, Google Cloud



The Challenge: Breaking Through The Noise

Google Cloud — a global leader in infrastructure, AI/ML, and data solutions wanted to scale its outreach to early-stage start-ups.

But despite a strong offering, their MQL-to-SQL conversions lagged behind industry benchmarks. Reaching the right start-ups at scale — and educating them fast — was proving to be a real challenge.

"Our initial MQL to SQL conversion rates were below the industry benchmark, and we were struggling to increase these conversions."
— David Taylor, Product Marketing Manager, Google Cloud

 

The Solution: Smarter Targeting, Higher Conversions

B2B Media Group designed a precision content and email marketing campaign centered around a custom-built content hub, hosted by B2B Media Group.

  • Hyper-targeted outreach to pre-qualified businesses matched to Google Cloud’s ideal start-up profile
  • Premium content experiences that educated and converted
  • Always-on optimisation for maximum performance throughout the campaign



The Results: Expectations Shattered 

  • 2,900+ new high-intent leads
  • MQL to SQL conversion jumped to 29%
  • SQL to revenue conversion hit 14%
  • 12:1 ROI Delivered (and still growing!)

And there’s even more runway:

"We’ve only been able to action 50% of the leads delivered so far. Realistically, we’re pacing towards a 20–25:1 ROI — way above our initial expectations."
— David Taylor, Product Marketing Manager, Google Cloud



Why It Worked

  • Precision data
  • Strategic campaign design
  •  Relentless optimisation
  • A true partnership approach from B2B Media Group’s experts

"The support from the B2B Media Group team — from campaign setup to ongoing optimisation — was outstanding."
— David Taylor, Product Marketing Manager, Google Cloud



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