Optimise for
qualified pipeline.
Not cheap leads.

Google Ads and LinkedIn Ads for B2B SaaS. Connect campaign strategy, conversion tracking, creative testing and CRM feedback so bidding learns what a good lead looks like.

Turn spend into pipeline
Performance marketing / follow the quality, not the click
Campaign studioCreative qualified pipeline
Performance MaxAsset group
Search
Sponsored · yourcompany.comLess admin. More selling.

Give every rep the right next move.

Book a demo
YouTube
▶Meet your
next move.
A story worth stopping for.
GmailMapsLinkedIn
✦
Better signals. Smarter decisions.Test creative against qualified conversions.
ClickLeadQualified
CRM outcomes feed campaign learning

The problem

The dashboard is green.
The pipeline isn’t.

  • Cheap leads, wrong buyers.Low cost per lead looks great until sales calls.
  • Tracking stops at the form.Bidding cannot tell a student from a CMO.
  • Tests without a hypothesis.Budgets move. Nobody can say what worked.
Last 30 daysPaid media vs CRM
Ad platforms

Leads41238%

Cost per lead$3821% better

CRM

SQLs6flat

Pipeline$18Kflat

Where the 412 leads went
Leads412
MQLs58
SQLs6
Opportunities1

The solution

From ad click
to sales context.

Fix the measurement. Give each channel a job. Feed results back.

Conversion auditGoogle Ads
Conversion actionCounted asFix
Form submitPrimaryDemote
Page view, 30 secondsPrimaryRemove
Demo bookedSecondaryPromote
Sales-qualified (CRM)Not trackedImport
Opportunity value (CRM)Not trackedImport
Wasted spend found$4,820 a month
Poor-fit search termsBroad audiencesJob seekers
01

Audit measurement and spend

Find what the account rewards today, and what it wastes.

Campaign planQuarter budget
Google Ads · 45%LinkedIn · 35%Meta · 20%
Google AdsSearch · high intentCapture demand
Budget
$20K
SQLs
49
LinkedInMatched audiencesReach the account
Budget
$16K
SQLs
38
MetaRetargetingStay remembered
Budget
$9K
SQLs
23
One offer across channels: the attribution teardown
02

Give every channel a job

Capture, reach and remind. Budget follows the job.

Creative testWeek 3 of 4
Control

Analytics, reporting and dashboards in one place.

One platform.
Every feature.Learn more

CTR0.6%

SQL rate4%

ChallengerWinner

The board asks what LinkedIn drove. Have the answer.

Know what drove
every deal.Learn more

CTR1.1%

SQL rate11%

Judged on sales-qualified leads, not clicks
03

Test with a hypothesis

One variable at a time, judged on qualified pipeline.

Offline conversionsConnected
CRM outcomesSynced daily
  • SQLs18
  • Opportunities5
  • Pipeline value$90K
Google Ads
LinkedIn
Meta
Bidding now optimises forOpportunity value
04

Close the quality loop

CRM outcomes flow back so bidding learns what a good lead is.

Performance reportLast quarter
Cost per SQL$410from $1,260
SQL rate11%from 1.5%
Pipeline per $16.2xfrom 1.4x
Quality over volume12 weeks
Week 1Week 6Week 12
Sales-qualified leadsRaw leads
Google Ads$140K
LinkedIn$98K
Meta$41K

The benefits

Better decisions.
Better-fit demand.

  • More of the right enquiries.Spend aimed at people who can buy.
  • Less wasted spend.Poor-fit queries and audiences cut before scaling.
  • A clear line to pipeline.Every channel judged on opportunities, not clicks.

Outcomes to work towards, not guaranteed results. Targets depend on your data and starting point.

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