From scattered clicks to a predictable demo pipeline
Search, LinkedIn and Google Ads rebuilt as one system and tracked to closed revenue in the CRM.
- Client profile
- Series B HR-tech SaaS, 120 employees, selling to mid-market HR teams
- Region
- India and South-East Asia
- Timeline
- 6-month programme
- Services
- Performance MarketingAnalytics & CRO
Where they started
The company was spending every month on Google Ads, LinkedIn and a few retargeting experiments, yet the sales team kept saying the leads were “junk”. Marketing was reporting on volume while sales was judging on fit, and neither side had data to settle the argument.
Brand terms were swallowing most of the Google budget, LinkedIn campaigns targeted whole industries instead of named job titles, and the single landing page spoke to everyone and so convinced nobody.
What we did
- 01
Fix the measurement first
Connected ad platforms to the CRM so campaigns optimise toward sales-qualified leads instead of form fills, and agreed one definition of “qualified” with the sales head.
- 02
Rebuild search around intent
Moved budget from brand and broad terms to problem-aware and comparison queries, with tight match types, a negative-keyword library and ad copy per use-case.
- 03
Target LinkedIn by role and account
Replaced industry targeting with HR-leader job titles and a named-account list, and tested document ads and thought-leader ads against plain lead forms.
- 04
Message-matched landing pages
Built three landing pages by persona and use-case, then ran a structured A/B programme on headline, proof and form length.
What success looks like
- One dashboard that follows a lead from first click to closed-won revenue
- Budget shifted toward the campaigns that produce opportunities, not just leads
- A shared definition of lead quality that marketing and sales both sign off
- A weekly optimisation rhythm with a visible test backlog
Numbers you can check
- Qualified demo requests counted at CRM stage “SQL”, never at form submission
- Baseline taken from the 90 days before launch; results compared against the same window
- Cost per qualified lead calculated from platform spend plus landing page and agency costs
Want a plan like this for your own company?
Share your product, your market and your numbers. We’ll come back with a baseline, a target and an honest view of how we’d reach it.