Time Point increased Qualified Leads by 42% while reducing the budget by over 50%

Time Point is a leading Irish software company that provides cloud-based Workforce Management and HR solutions, helping businesses streamline scheduling, attendance, and HR processes with their advanced software.

Challenges

Before partnering with Holini, Time Point’s Google Ads efforts were not delivering results. Despite a significant amount of ad spend over five months in 2025, they saw no meaningful increase in qualified leads.

This was a critical issue, as Google Ads is their primary channel for lead acquisition. They faced several critical obstacles:

• Ineffective scaling & unreliable data: The existing account structure was inefficient and hindered any attempt to scale customer acquisition. The setup suffered from unreliable tracking and did not follow best practices, not allowing for strategic decision-making.
• High competition: They were competing against major players with significantly larger advertising budgets, which drove up costs and made it difficult to gain visibility.
• Significant budget constraints: The client needed to reduce their ad spend for the slower summer season while still meeting the target number of qualified leads per month.

Our approach

Our primary goal was to maximize efficiency and generate potentially fewer, but higher-quality leads within a tightened budget. We implemented a multi-phase strategy focused on data accuracy, budget control, and strategic scaling.

First, we built a solid data foundation. We corrected the existing conversion tracking, focusing on Google Tag conversion actions, rather than GA4, and established a clear hierarchy of primary and secondary conversion actions. To give the algorithm more performance signals, we also began tracking micro-conversions, to increase data volume and better understand user engagement.

Next, we focused on maximizing budget efficiency on the current setup. We paused expensive, low-performing broad and phrase match keywords and concentrated on high-intent exact-match terms with manual, keyword-level bid management. We also excluded competitors and branded terms from the campaign, which previously polluted the data and complicated accurate performance analysis. This immediately cut wasted spending. We further refined our targeting by grouping keywords into closed themes and created a separate Brand campaign.

With an efficient structure in place, we improved ad relevance and messaging. We rewrote ad copy based on thorough audience research to highlight clear benefits, value propositions, and social proof that would resonate with specific customer personas. We also used ad customizers and optimized all available ad extensions to deliver more personalized, compelling messages to different industries, improving click-through rates.

And lastly, with a stable and efficient foundation, we shifted our focus to strategic growth. We transitioned the non-branded campaigns from manual bidding to a portfolio tCPA smart bidding strategy, leveraging Google’s machine learning to drive better results. To uncover new growth opportunities, we added DSA ad groups to expand our coverage and launched additional campaigns focused on other software modules that Time Point offers.