OTU HRMS — B2B Google Ads Pipeline

Client & Objective

Client: OTU HRMS
Industry: HR Software / SaaS (India)
Channels: Google Search, Competitor conquesting, Remarketing
Primary goal: Generate demo-ready B2B leads for HRMS software across India

The Challenge

OTU HRMS competed in a noisy B2B category where cheap clicks rarely became demos. Broad HR keywords attracted job seekers and students. Tracking counted soft micro-conversions that fooled bidding.

What We Did

We rebuilt campaigns around buyer-intent themes (HRMS software, payroll automation, attendance system for companies), excluded job-seeker queries, and redefined conversions as demo form submits and sales-qualified callbacks. Landing pages emphasised product proof and India-wide support.

• Separated brand, competitor, and non-brand commercial campaigns
• Negative lists for careers, salary, and free-tool intent
• Demo form + call tracking as primary conversions
• Monthly CPL reviews with sales qualification feedback

Results Achieved

Demo volume rose while cost per qualified lead fell. Sales reported cleaner lead lists with fewer tyre-kickers, making Google Ads a stable top-of-funnel engine for HRMS demos.

This engagement is tagged for Google Ads and SEO and featured on our Google Ads Agency in Ahmedabad page.