B2B SaaS consultancy
Leads weren’t the goal. Sales-ready ones were.
$8M of media across Google and LinkedIn. Roughly $70M in annual revenue influenced — on a service that takes months to close.
Industry
B2B SaaS — marketing automation services
Channel
Google Ads + LinkedIn Ads
The account
A consultancy selling Oracle Eloqua implementation and consulting. High ticket, long cycle, and a buying committee rather than a buyer.
The diagnosis
In high-ticket B2B the temptation is to measure what moves quickly. Form fills. MQLs. Cost per lead. All of it looks like progress on a dashboard.
None of it is the business. A cheap lead from someone with no budget and no authority costs more than an expensive one from a marketing ops director who has already been told to fix Eloqua. And the cycle is long enough that if you stop showing up between the first search and the signature, somebody else is there instead.
The brief was never traffic. It was a pipeline of people who could actually sign.
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The treatment
Google bought the intent. Not category terms — the searches people make when they already know what they need. “Eloqua consulting services”. “Eloqua implementation partner”. Direct-response ads with one next step: book a strategy call, or request an audit. Traffic went to pages built around a single offer, proof above the fold, short forms.
LinkedIn created the demand Google could then capture. CMOs, marketing ops and demand-gen leaders at named accounts, served case studies, webinars and audits.
Then retargeting held the middle. Site visitors and ad engagers stayed in front of the committee for months — because that is how long the decision takes, and absence in that window is what loses deals nobody ever knows they lost.
Two channels, one chain: LinkedIn makes them aware, Google catches them the day they act.
The results
Google Ads, Jan–Dec 2023
- $6.2M spend
- 144,000+ conversions
- $37.9M tracked conversion value
- 6.1× ROAS, 3.4% conversion rate
Across both channels
- $8M total ad spend
- ~$70M in annual revenue, client-reported