Laying the Groundwork for Scalable B2B Lead Generation
Industry
SaaS
Geography
Google Ads
Method Used
Paid Media Strategy
Campaign period
Dec 2024 – Mar 2025
Challenges Faced Before Engaging Us
Unoptimized Paid Acquisition Efforts
- Prior ad campaigns were launched without landing page alignment or funnel clarity.
- No clear structure for targeting high-intent keywords or audiences familiar with the problem.
Lack of Conversion Infrastructure
- Primary landing pages weren’t designed for lead capture (CTAs were changed without sync).
- No differentiation in messaging for awareness vs. high-intent campaigns.
Ineffective Competitor Campaigns
- High CPCs on competitor terms like "Promethium alternative" and low conversions.
- No dedicated competitor landing pages to handle intent-driven traffic.
Siloed Campaign Execution
- No integration between Google Ads and retargeting/LinkedIn efforts.
- Creative experimentation was limited due to delays and approval loops.
Ideal Customer Profile (ICP) - Refined
| ICP Tier | Titles | Company Traits |
|---|---|---|
| Tier 1 | Head of Data, VP Analytics, Director of Data Strategy | Mid-enterprise, AI/ML adoption, 200+ employees |
| Tier 2 | Data Engineers, Solution Architects | Using legacy systems (like ThoughtSpot, Starburst), exploring modern data fabrics |
| Tier 3 | CTO, CDO | Looking to unify siloed data and accelerate time-to-insight |
GTM Execution Plan (60-Day Sprint)
Google Search + Display + Retargeting Strategy
- Campaigns segmented into:
- Feature-Based Search Ads
- Competitor Alternative Ads
- Video Retargeting for site visitors (1200 users/month)
- Messaging aligned with funnel stage (problem-aware, solution-aware, comparison-ready).
LinkedIn Campaign for High-Intent Accounts
- Identified 1,000+ decision-makers engaging with competitor tools (Promethium, Starburst, ThoughtSpot).
- Targeted them using Display and LinkedIn Ads with messaging focused on data unification, insight velocity, and AI-led decisions.
Messaging Framework by Funnel Stage
- Top of Funnel: Still managing fragmented data stacks?
- Middle of Funnel: See how leading teams unify data pipelines - without extra engineering.
- Bottom of Funnel: Modern alternative to Promethium and ThoughtSpot - built for scale.
Landing Page And CTA Optimization
- Pushed for unified lead form pop-ups to streamline conversion.
- Tracking issues due to changes in CTAs without alignment flagged and escalated.
Key Differentiators We Highlighted
- AI-native, no-code data fabric built for real-time decision making.
- 50+ pre-built data connectors with zero vendor lock-in.
- Visual graph engine for instant data relationship mapping.
- Safer, aligned AI built into every layer of the platform.
Why This Worked?
Focused on real-time buying intent , not just top-funnel awareness.
Built a layered funnel: Search + Retargeting + LinkedIn for full coverage.
Messaging framed aroundoutcomes (insight speed, data unification) , not just features.
Started tracking engaged accounts across platforms for retargeting and nurture.
Results Within 45 Days
| Metric | Before PPC | After PPC (In Progress) |
|---|---|---|
| Search CTR | 1.6% | 3.05% (Feature-based campaigns) |
| Retargeting CTR | N/A | 3.92% (Video ads) |
| Avg. CPC | N/A | $2.15 overall |
| Leads | 0 | Early signs from retargeting + LinkedIn expected |
Tools Used
Google Ads
Search, display, and retargeting campaigns
ABM targeting via job titles & competitor overlaps
Leadfeeder
Account identification for retargeting
Google Tag Manager
Event tracking setup (lead form trigger)
Testimonials
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