Scotwork partnered with Munro Agency to overhaul their Google Ads strategy, shifting from lead quantity to lead quality. By integrating sales feedback, real revenue data, and automated bidding, we helped them attract bigger, better business at scale.
About Scotwork
With decades of experience and operations in over 40 countries, Scotwork delivers expert negotiation training to professionals and organisations around the globe. Known for their practical methods and measurable outcomes, they serve clients in sectors ranging from finance and pharmaceuticals to tech and public services.
To support their evolving digital strategy, Scotwork needed more visibility into paid search ROI and a way to scale PPC wins across their international network.
The Challenge
Scotwork’s existing PPC campaigns optimised for lead volume, not lead quality. As a result, they faced:
- Wasted ad spend on small or unqualified prospects
- No clear way to connect campaigns to revenue outcomes
- Manual lead review and constant bid micromanagement
- Limited feedback between sales and marketing teams
Our Solution
We designed and implemented a conversion-value-based strategy that made Google Ads smarter — and tightly aligned with real business performance.
1. Synced Salesforce with Google Ads
Every form submission captured the Google Click ID (GCLID) and passed it into Salesforce, creating a seamless data bridge between ad click and deal outcome.
2. Sales-Led Lead Scoring
Scotwork’s sales reps tagged each lead as Qualified or Unqualified inside Salesforce. This direct input helped filter out irrelevant leads like spam or small companies outside the ICP.
3. Weighted Conversion Tracking
We set up offline conversion events in Google Ads with values that told the algorithm what mattered:
- Qualified Lead = 100
- Unqualified Lead = 1
- Deal Won = Actual revenue (dynamically pulled from Salesforce)
4. Smart Bidding on Max Conversion Value
With conversion values defined, we shifted campaigns to Google’s Maximise Conversion Value strategy — so it optimised toward meaningful business outcomes, not raw leads.
5. Nightly Uploads to Keep Learning Fresh
Daily automation ensured that new Salesforce outcomes were pushed back into Google Ads every night, keeping the system up to date with zero manual input.
The Results
Scotwork’s PPC no longer just delivers leads — it delivers high-value pipeline.
Cleaner Signals, Smarter Optimisation
The Qualified/Unqualified tags gave Google clear signals, helping it target the right audiences fast.
Value Over Volume
With 100× weighting for Qualified leads, the algorithm ignored junk traffic and doubled down on quality.
True Revenue Attribution
By feeding in deal value, campaigns were judged on real sales impact, not just enquiry volume.
Automation Over Manual Work
Smart bidding replaced time-consuming bid tweaks, freeing up the team to focus on strategy.
Scaled Globally
After a successful UK pilot, we rolled out the same model across all international markets, making value-based bidding Scotwork’s global PPC standard.
Key Takeaways
- Align Marketing with Sales: Sales reps know what qualifies — we put that knowledge into the ad platform.
- Optimise for Revenue, Not Enquiries: Tracking deal value creates the ultimate feedback loop.
- Let the Machines Work: Smart bidding + real signals = performance at scale.
