Business Secretarial Services
Client
Business Secretarial Services
Industry
Professional Regulated Services
Project
SEM – Google Ads
Special Features
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Trusted Advisors for Every Part Of Business Growth
Challenge:
The campaign was launched under severe budget constraints, with an initial monthly budget of SGD 1,500, leaving little margin for inefficiencies or experimentation. As an early-stage startup, the client required immediate, qualified leads to validate their business model and support early growth.
At the same time, the client was operating in a highly competitive market dominated by well-established players with significantly larger advertising budgets and stronger brand recognition. Compounding this challenge, the business incorporation campaign faced disapproval under Google’s business registration policy, limiting available acquisition channels at the outset.
Our Solution
We deliberately shifted focus away from business incorporation, a highly commoditised and policy-restricted service, and repositioned the strategy towards offerings with clearer differentiation and fewer Google Ads compliance constraints.
Search targeting was tightened using Phrase and Exact Match only, ensuring spend was directed exclusively toward high-intent searches. This was reinforced with a robust negative keyword framework to eliminate irrelevant queries and prevent budget leakage.
The account was actively managed with thrice-weekly Search Query Report (SQR) audits, enabling rapid identification and removal of non-performing or low-quality search terms. Budget allocation was continuously optimised to prioritise campaigns delivering both lead quality and volume, redirecting spend away from lower-impact services and into higher-performing areas such as accounting and immigration, where conversion efficiency was stronger.
Outcome
Despite the tight budget and competitive landscape, the strategy delivered strong and measurable results. From an ad spend of approximately SGD 9.12K, the client reported SGD 25K–30K in revenue, achieving an estimated ROAS of ~3.2x, excluding lifetime customer value.
Beyond revenue, the client experienced sustained business growth, expanding its client base and actively exploring additional service offerings. As operations scaled, internal workflows evolved, with senior leadership shifting day-to-day communications to dedicated team members—reflecting increased demand and operational maturity driven by consistent lead generation.
+50
Qualified Leads
2.84$
Cost Per Click
+90%
Conversion Rate
