How Arrowhead Communications helped LRQA increase lead generation by 65% and reduce cost per lead by 32% through a localised Google Ads strategy.
LRQA
B2B Google Search Advertising
India, UAE, Malaysia, Singapore & Thailand
Two Months
Generate More Qualified Leads
LRQA was experiencing a decline in leads from its digital campaigns, alongside low conversion rates in several priority markets.
The challenge was particularly complex because LRQA serves businesses across multiple countries and specialist service areas. Prospective customers could be searching for anything from ISO 9001 and ISO 27001 certification to food safety, occupational health and safety, or inspection services.
A broad campaign structure made it difficult to identify which markets, messages, devices and search terms were producing the strongest results. LRQA needed a more focused approach—one capable of reaching businesses at the moment they were actively searching for certification and assurance support.
A more focused campaign structure allowed Arrowhead to connect geography, search intent, language and performance data.
Arrowhead restructured LRQA’s paid search activity into geographically focused campaigns. Rather than treating multiple markets as a single audience, campaigns were organised by location so budgets, keywords and creative messages could be adjusted according to local performance.
The strategy focused on people actively searching for business certification, inspection and assurance services. Detailed keyword research and tightly themed ad groups were built around LRQA’s core service categories.
Campaigns were separated by language, including English and Arabic, allowing the team to understand audience preferences and adapt messaging accordingly. Responsive Search Ads were developed and tested to improve relevance and impression share.
Performance was analysed by operating system and device. Daily search-query monitoring, ongoing A/B testing and continuous bid and budget adjustments allowed Arrowhead to respond quickly to performance signals throughout the campaign.
Month-on-month increase in generated leads.
More leads than projected during the campaign.
Reduction in average cost per lead in month two.
Improvement in India’s performance compared with the previous month.
Leads generated in India, the highest-performing market by lead volume.
The campaign’s success came from combining search intent with market-level precision.
Arrowhead developed a clear understanding of LRQA’s services and the language businesses use when searching for professional certification.
Historical and live campaign data then guided decisions across targeting, keywords, devices, creative and budget allocation.
This created a continuous optimisation cycle: understand demand, localise the approach, test performance and invest more decisively in what worked.
In just two months, Arrowhead transformed LRQA’s Google Ads activity into a more focused and efficient B2B lead-generation programme.
By aligning campaign structure with geography, language, customer intent and service-specific demand, LRQA generated substantially more leads while lowering the cost of acquiring each one.
The result was not simply better campaign performance. It was a repeatable framework for reaching high-intent business audiences across diverse international markets.
Arrowhead Communications helps ambitious organisations turn paid media into measurable business growth through smarter targeting, stronger creative and continuous optimisation.