• -61% Cost Per Lead
• +1,317% Click Through Rate
• 2.6x Sales Pipeline ROAS
• 16% Revenue CvR

A leading B2B technology company providing ERP and CRM solutions for government contractors, architecture, engineering, construction, and professional services firms was struggling to scale lead generation efforts and gain visibility into campaign performance. Fragmented execution across stakeholders, passive campaign management from a previous partner, and limited reporting clarity were holding them back.

Approach

Growth Marketing Werks began with a comprehensive audit led by in-house platform experts to assess campaign structure, performance gaps, and audience alignment. The findings informed a streamlined strategy tailored to the client’s demand and lead generation objectives across business units.

LinkedIn and Google Ads campaigns were restructured to prioritize high-performing audience segments, refine messaging, and leverage platform-specific formats such as Sponsored Content and Responsive Search Ads to maximize reach and engagement.

Simultaneously, a robust tracking and analytics framework was implemented to deliver greater visibility into the full user journey, allowing the brand to attribute sales pipeline back to marketing-influenced activities—enabling smarter optimizations and more confident decision-making.

Outcome

Within six months, the optimized campaign strategy delivered measurable improvements across every stage of the funnel:

• Improved cost per lead by 61%
• Increased demand generation by 1,317%
• Generated 2.6x in sales pipeline opportunity
• 16% of marketing-influenced pipeline converted to revenue

Key Takeaways

• Start With a Strategic Audit
  A comprehensive campaign audit uncovers performance gaps and aligns your media strategy with business objectives—ensuring your investments drive measurable results.
• Adopt a Multi-Platform, Always-On Approach
  Running consistent, coordinated campaigns across platforms like LinkedIn and Google Ads allows algorithms to optimize performance. Avoid frequent resets—momentum and scale come from stability in creative, targeting, and budget.
• Simplify Audience Segmentation
  Consolidating target segments ensures campaigns are properly funded and enables platforms to automatically optimize message delivery, improving efficiency and reach.
• Invest in Full-Funnel Tracking
  A robust analytics framework that connects ad engagement to pipeline and revenue enables smarter decision-making and continuous performance improvement.