At Samba Scientific, we are a full-service digital marketing agency specializing in life sciences and biotech. With deep experience in running performance-based advertising campaigns for scientific audiences, Samba helps biotech organizations generate leads, build brand awareness, and drive meaningful engagement with decision-makers in their industries. As experts in Google Ads, Samba’s digital marketing team continually tests and refines strategies to maximize ROI — not just through targeting and ad copy, but through post-click optimization as well.
Our goal was to improve the overall performance of an existing Google Search campaign by increasing lead conversion rates and reducing cost per lead — without increasing the campaign budget or adjusting any of the ad copy. The primary objective was to determine whether optimizing the landing page experience could yield more conversions from the campaign and ultimately improve ROI.
As an alternate to our home page, sambasci.com, we created a conversion-focused landing page at sambasci.com/agency-intro – focusing on immediately capturing the visitor’s attention with a clear and focused call to action. The rest of the page was streamlined to provide high-value assets to encourage conversion. We then crafted a controlled A/B test experiment using two identical campaigns with the same budget, ad copy, keywords, bid strategy, and targeting parameters. The only difference between them was the landing page.
Control Campaign: Directed users to a default landing page – sambasci.com – with general messaging and minimal conversion cues.
Test Campaign: Sent traffic to the newly designed, conversion-optimized landing page – sambasci.com/agency-intro. This page featured tailored messaging aligned with search intent, a clear CTA above the fold, simplified forms, and additional links to case studies and downloadable assets to build visitor trust.
The reasoning behind this approach was simple: even well-targeted ads can’t convert effectively if users land on a page that doesn’t speak directly to the ad content and inspire them to convert quickly. By improving the post-click experience, Samba aimed to convert more of the existing traffic into qualified leads.
After a two-week experiment, we saw a 5x increase in the number of conversions compared to the control campaign, and each conversion was recorded for an average of $81.13, compared to $534.31 for the control campaign. Additionally, conversion rate increased dramatically, meaning that conversions occurred at a much higher rate relative to the total number of ad clicks. And, as a signal of improved optimization, clickthrough rate on the ad itself increased, indicating that an improved landing page experience was preferred by Google as the page’s content better matched the ad content.
Change in Conversion Count
+500
%
Change in Cost per Conversion
-84.8
%
Change in Conversion Rate
+706.3
%
Change in Click Through Rate
+30.7
%
Change in Conversion Count
+500
%
Change in Cost per Conversion
-84.8
%
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