Deemply: 100% of demo requests qualified with Google Ads

Deemply, which publishes an online safety register for the construction and building sector, reaches a 100% qualification rate on demo requests and holds cost per lead below €100, after three months of engagement. These results come from a Google Ads setup deployed by Growth Room since July 2026, built around lead generation: free trial, demo request and progression to SQL status.

About Deemply

Deemply publishes an online safety register for the building sector. A safety register brings together the inspections, checks and interventions attached to a building. The product is therefore aimed at organisations that have to meet those obligations over time and keep a record of them.

The business is B2B. The buyer is not a consumer: it is a company that compares solutions and asks to see the product before committing. Two entry points coexist in the journey: the free trial, which the user starts alone, and the demo request, which calls for a conversation with a sales rep.

The starting point

Deemply is in an early launch phase. The first job was to set up a paid acquisition line and to check, with figures, that it produces contacts the sales team can actually work with, rather than a volume of completed forms.

The company was also coming out of a previous engagement that had not met its expectations. The starting point was therefore not neutral. What was needed was a reliable read on what advertising returns, with simple indicators, verifiable from the first weeks and shared with the team.

Google Ads: generating leads the sales team can work with

Two separate conversions, free trial and demo

We treated the free trial and the demo request as two separate conversions, not as a single lead generation goal. They do not commit the user in the same way: the free trial starts without anyone on the other side, while a demo request immediately takes up sales time.

That separation drives everything else. It shows which queries and which messages feed one or the other, and makes it possible to arbitrate budget between them, instead of reading a single lead total without knowing what sits behind it.

An account structure built around intent

The Google Ads account was built around the search intents tied to the safety register and its obligations, rather than around broad construction queries. For a product like this one, demand is explicit: the buyer is looking for a precise answer to a precise obligation.

The point is therefore not to cover as much ground as possible, but to be present where a search reflects a real need, and to avoid spending on queries that look like the market without belonging to it.

Steering on SQL and cost per lead

Campaigns are steered on two indicators: cost per lead and the qualification of leads into SQLs. The first says what a contact costs, the second says what it is worth. Taken on its own, neither is enough to make a decision.

This approach leads to cutting whatever produces contacts the sales team sets aside, and keeping investment on whatever produces useful conversations. After three months, every demo request coming from the setup is qualified, and cost per lead stays below €100.

Results

• A 100% qualification rate on demo requests generated by the setup, after three months of campaigns.
• Cost per lead below €100 on Google Ads since the launch in July 2026.

The engagement has been running since July 2026. The method stays the same: two conversions tracked separately, campaigns judged on lead qualification rather than lead count, and a cost per lead held over time. With three months of data behind it, the setup now gives the company a readable base to decide where to invest next.

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