Aexus had built a strong inbound presence through Google Ads and was generating a high volume of leads. But quality was a persistent problem. A large share of the incoming leads was irrelevant or low quality, and the account had never been properly structured or audited.

Over 50,000 search terms had accumulated unfiltered, ad copy was minimal, and conversion tracking was unreliable. Budget was being spent without a clear picture of what was actually driving qualified pipeline.

At the same time, Aexus had no demand generation programme in place. They had real expertise, but no content engine to translate that into visibility with their ideal buyers. Their goal in partnering with Dapper was to fix both.

Dapper rebuilt the Google Ads account from the ground up. Over 50,000 unfiltered search terms were cleaned up, campaigns were restructured around the highest-intent keywords and the markets most likely to convert, and ad copy was rebuilt with rigorous A/B testing.

To improve lead quality and campaign feedback loops, server-side conversion tracking was implemented to feed qualified lead signals back into the campaigns in real time. New landing pages were created for Aexus's core and new service offerings, with continuous keyword-to-landing-page matching to improve relevance and conversion rates.

To build demand, Dapper launched a Thought Leadership programme with two of Aexus's Managing Directors, positioning them as the go-to voices for international B2B expansion in the Nordics and Benelux. Using their firsthand expertise, Dapper produced a consistent cadence of LinkedIn posts, video content, and ad assets, each crafted around the specific challenges their ideal buyers face. This was complemented by targeted LinkedIn Conversation Ads reaching a curated ABM list of scale-ups across both regions, and SEO content recommendations to build Aexus's organic presence over time.