Enterprise SaaS Platform.

This enterprise SaaS company had been investing heavily in paid acquisition for over two years, spending upwards of €45,000 per month across Google and LinkedIn. Despite the significant budget, their customer acquisition cost had ballooned to €1,200 per qualified demo—nearly three times the industry benchmark for their segment. The sales team was overwhelmed with unqualified leads that rarely converted beyond the initial discovery call.

The root cause was a lack of targeting precision. Their Google Ads campaigns were running on broad match keywords like "business software" and "enterprise platform," attracting clicks from students, job seekers, and small businesses that would never convert into enterprise contracts. On LinkedIn, their campaigns targeted entire industries without any account-level focus, meaning budget was spread thin across thousands of irrelevant companies.

Perhaps most critically, there was no alignment between marketing and sales. Marketing was optimising for lead volume, while sales needed qualified demos with decision-makers at companies matching their ideal customer profile. The disconnect meant that 78% of leads generated were immediately disqualified by the SDR team, wasting both ad spend and sales capacity.

We redesigned their entire paid acquisition strategy around an Account-Based Marketing (ABM) framework. Working closely with the sales team, we defined a target account list of 2,400 companies based on firmographic criteria: industry vertical, employee count (500-10,000), technology stack, and annual revenue. This list became the foundation for every campaign we built.

On LinkedIn, we deployed matched audience campaigns targeting specific job titles within those 2,400 accounts—VP of Operations, CTO, Head of Digital Transformation, and CFO. Each role received tailored messaging that addressed their unique pain points. Decision-makers saw ROI-focused content, while technical evaluators received product capability messaging. We layered this with a thought leadership nurture sequence that promoted whitepapers, webinar recordings, and customer success stories.

On Google, we replaced broad match keywords with high-intent, long-tail search campaigns targeting queries like "enterprise [category] software pricing," "[competitor] alternative for mid-market," and "best [solution type] for [industry]." We implemented RLSA (Remarketing Lists for Search Ads) to bid more aggressively when users from our target account list searched on Google, creating a seamless cross-platform experience that reinforced LinkedIn touchpoints with search visibility.