Canvas by Milieu · B2B software (SaaS), Singapore
How Canvas cut its cost per lead by 74% on Google Ads
Canvas by Milieu is survey and research software for companies in Southeast Asia. We rebuilt its Google Ads around the leads that matter, demo requests and enquiries, and measured the change in its own Google Ads account.
- Services
- Google Ads (Search and Performance Max)
- Markets
- Singapore, the Philippines, Vietnam
- Measured with
- Google Ads conversions
- Period
- Q4 2024 to Q3 2026
The challenge
Canvas sells survey and research software to companies in Singapore, the Philippines and Vietnam. When we took over, the account wasn't tracking any conversions, so nobody could say what a lead cost or which campaigns produced one.
What we did
- Measured, every demo request and enquiry, so Google could bid for the right result.
- Focused, budget on the buyers and markets that turned into leads.
- Compounded, as more companies came back searching for Canvas by name.
The results
- Cost per lead, all campaigns−74%
- Cost per lead, brand search left out−64%
- Leads a quarter+108%
- Leads from people searching for Canvas by name6×
- Ad spend a quarter−47%
From Canvas's Google Ads account, pulled 11 November 2026: Q4 2024 to Q1 2025 against Q2 to Q3 2026. Leads are demo requests and enquiry forms, the account's primary conversions; newsletter sign-ups and report downloads aren't counted. Brand search is the cheapest source of leads, so the cost per lead without it is shown too.
