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How to measure and optimize for intent-based conversion strategies?

Picture of Heinz Klemann By   ·  1 minute read

Whether you're investing in SEO or running paid ads, success comes down to one thing: matching content and landing pages to user intent. At BeastBI, we’ve built a framework that helps us track, evaluate, and improve conversions based on where the user is in their decision-making journey.

Here’s how we do it:

1. Categorizing by Intent

We start by dividing keywords and campaigns into three intent tiers:

  • High intent: Keywords like “Buy [product]”, “HubSpot Agentur Berlin”, or “CRM migration help”

  • Mid intent: “Top CRM tools”, “HubSpot vs Salesforce”

  • Low intent: “What is a CRM?”, “How does marketing automation work?”

We then track conversion rates for each tier—whether that’s form fills, demo requests, or marketing qualified leads (MQLs).

2. Using Intent-Aligned Landing Pages

For high-intent traffic (from SEO or paid), we use dedicated landing pages that are tightly focused on one action—like booking a call or requesting a quote. These pages are:

  • Fast-loading

  • Clear in message

  • Designed with minimal distractions

3. Mapping Queries to Funnel Stages

With SEO, we monitor which keywords bring traffic to a page and then match those queries to a funnel stage. If a page is ranking for high-intent queries but underperforms in conversions, we adjust the offer, copy, or call-to-action.

4. Paid Campaign Optimization

In Google Ads:

  • We target high-intent terms with exact match keywords

  • Track conversion rate, CPC, and quality score

  • Align the landing page experience with the specific search intent

5. Continuous Testing

We A/B test:

  • Ad copy and CTA language

  • Landing page designs

  • Form placement and number of fields

The goal is to make sure everything flows naturally from intent to action.

Final Metric: Cost Per Intent-Driven Lead

The KPI we care most about isn’t just traffic or clicks—it’s cost per qualified lead, based on the user’s intent. This helps us stay focused on what actually drives results.

If your SEO or ad spend isn’t translating to conversions, it might not be your content—it might be a mismatch in intent. Ready to align your funnel more effectively? Talk to us.