How B2B teams turned their paid media into pipeline they can trust, with the numbers and what we changed to get there.
9 of 9 cases shown
About €25k a month went into LinkedIn lead forms. MQL volume was high, but about 3% became SQLs and the close rate was 2%. Sales thought marketing was sending noise, and marketing thought sales wasn't calling back. Both had a point.
They ran Google Search only, in one flat campaign that mixed brand, category and competitor searches. Three competitors were bidding on the brand name. PMax had been rejected internally as "unpredictable". Sales thought Google wasn't working, because they couldn't see that most buyers checked the company on Google before talking to them.
Sales were run by the founder, with 40 inbound demos a month, all from word of mouth. They wanted to start paid media without wrecking their CAC and without becoming dependent on it. Google in their vertical was tough: three established players with brand campaigns ten years old. The audience they could reach on LinkedIn was small, about 18k contacts in the UK.
Two agencies had worked on the account before us, with €80k a month across LinkedIn, Google, Meta and Microsoft. There was no reliable pipeline attribution: HubSpot recorded everything as "direct" or "LinkedIn", whatever the source. The previous agency had been asked to raise spend. It did, and CAC doubled without anyone noticing.
AI software sold to large enterprise contact centres. A buying group of CX, operations, IT and executive roles, sales cycles of six months and more, and pipeline tracked in Dreamdata and Salesforce.
An API product sold to developers and product teams. The buyers were engineers, engineering managers and product managers at a defined list of target companies, and the budget had to reach them without paying for everyone else.
A UK marketplace connecting consumers with financial advisers. We ran LinkedIn to the business side: advisory firms and wealth managers. LinkedIn's attribution report put attributed deal value at 14.6 times the ad spend, and the client's HubSpot told a different story: of the first 12 deals LinkedIn claimed, none carried LinkedIn as a traffic source in HubSpot.
Cloud point-of-sale software for restaurants, retail and service businesses, part of a European software group. When we audited the account in March 2026, it was losing ground: conversions per day down 27% and cost per conversion up 25% over six weeks. Leads imported from Salesforce were under-counted and valued at €30.
Sales intelligence for companies that sell to the UK public sector. LinkedIn had mostly run gated reports and playbooks behind lead forms, which brought in leads cheaply. Deals sit in HubSpot, which is connected to LinkedIn's revenue attribution report.
Company names withheld. Channels are the ones we ran for each.
| Industry | Who the ads reached | Channels | Markets |
|---|---|---|---|
| AI software for enterprise contact centres | Customer-experience, operations and IT leaders | LinkedIn, Meta | DACH, US, UK |
| Developer APIs | Engineering and product teams, developers | LinkedIn, Google | US, Europe |
| Digital identity, e-signature and fraud prevention | Compliance, risk, legal and IT teams at banks, insurers and fintechs | Google, Microsoft, LinkedIn | DACH, UK, Spain, Central and Eastern Europe |
| Debt collection and receivables management | CFOs, heads of finance and credit management | LinkedIn, Google | DACH |
| Point-of-sale and card payments | Owner-operators in hospitality, retail and services | Google, Microsoft, YouTube | Germany, Austria, Italy, Slovenia |
| Manufacturing and energy-management software | Plant, operations, quality and energy managers, procurement | Google, LinkedIn, ChatGPT Ads | Germany, Austria, Switzerland |
| AI sizing for fashion eCommerce | eCommerce, merchandising and product leaders at fashion brands | LinkedIn, Google | US, UK, DACH, Australia |
| Public-procurement intelligence | Sales teams at companies selling to government | Google, LinkedIn | UK |
| Financial-adviser marketplace | Advisory firms and wealth managers | UK, US | |
| Transport management software | Logistics and supply-chain teams | Tracking and attribution setup | EU |
Attributed pipeline is the part of your pipeline an attribution model credits to the ads. Influenced pipeline counts deals at accounts that saw the ads before the deal was created. Each case says which kind it reports.
Week 1 is the audit and weeks 2 to 3 the rebuild, so the first readings come from week 4. On LinkedIn, the first qualified opportunities come in month 2 if your sales cycle is under 60 days, later if it is longer.
References are available on request where the client has agreed.
The table above lists the industries and buyers we have worked with. We work with B2B SaaS, fintech, compliance and developer-tools companies; consumer brands and eCommerce are not a fit.
Send a few lines about your current setup and your pipeline target. On the call we'll tell you what we'd change first, whether we'd take the account, and who to call instead if we're not the right fit.