An AI-assisted lead qualification system connecting paid search with the sales pipeline.
We combined conversion-focused Google Ads, a staged lead qualification workflow, an internal management platform and AI-assisted process orchestration, then replaced the legacy WordPress website with a modern digital experience.
- 3.2×
- qualified lead rate
- -47%
- cost per qualified lead
- 24/7
- AI lead scoring
The challenge
Advertising generated lead volume, but qualification was inconsistent. The team lacked a structured way to stage, score and follow up with prospects, while the legacy WordPress website weakened the conversion journey and digital credibility.
Systems we built
Connected capabilities designed around the client's workflow, customer journey and commercial priorities.
- AI-assisted lead qualification workflow
- Staged pipeline connected to Google Ads
- Internal platform for managing qualified opportunities
- AI orchestration for selected operational processes
- Optimization loop informed by downstream lead outcomes
- Modern website replacing the legacy WordPress platform
The methodology
A clear path from diagnosis and delivery to measurement and continued improvement.
Acquisition Strategy
We mapped the path from paid search click to qualified opportunity, then aligned conversion optimization, pipeline stages and AI-assisted scoring around the signals that mattered to the sales team.
System Roadmap
The roadmap defined the pipeline stages, Google Ads integration, internal platform and process orchestration, with the website modernization planned in parallel.
Platform Delivery
We connected the staged pipeline to Google Ads, built the internal lead-management platform, deployed the approved AI-assisted workflows and launched the modern website.
Pipeline Measurement
Lead scores, stage progression, qualified-lead cost and conversion outcomes became visible within one measurement framework.
Decision-ready Reporting
Automated reporting connected campaigns, keywords and audiences with qualified opportunities and customer outcomes, helping inform budget decisions with better evidence.
Audience Refinement
Qualified audience signals supported more relevant Google Ads remarketing and audience expansion, while downstream outcomes informed ongoing optimization.
Project evidence
Screenshots and recordings from the delivered platforms, campaigns and workflows.
The result
The association now has a connected B2B lead generation system spanning paid search, qualification, internal lead management and AI-assisted workflows. It provides clearer control over lead quality, acquisition cost and the path from enquiry to customer.
Services involved
Facing a similar growth or operational challenge?
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