A form fill is easy to count. A conversation with a suitable buyer is harder to earn. I follow campaign demand into the CRM to see which searches, audiences and messages produce enquiries sales can use.
For a first launch, we start with the buyer, the offer, the available budget and a test with a clear review point. For an established account, we separate waste from demand worth developing.
What I need from you: Account access, the offer, target accounts or customer examples, landing pages and any available sales outcomes.
Five engagements, each with its original business context. Follow the choice, implementation and outcome; we adapt the relevant method to your B2B journey.
Google Ads Search · CRM Offline Conversions · GA4 · Landing Pages
Cost per qualified demo fell from €420 to €285 at flat spend after intent, pages and verified CRM outcomes guided acquisition decisions.
Within 90 days: €420 → €285 cost per qualified demo (−32%), 18% → 27% demo-to-opportunity conversion, with media spend approximately flat.
Read the case studyGoogle Shopping & Search · Meta Ads · E-commerce Order Data
New-customer acquisition cost fell from €48 to €37 when Google and Meta were judged against order records, margin and their distinct roles.
Over 12 weeks: €48 → €37 new-customer CAC (−23%), +7 percentage points in first-order contribution margin, and +19% new-customer orders.
Read the case studyLinkedIn Ads · Diagnostic Offer · CRM Sales Feedback
Sales acceptance rose from 22% to 46% after LinkedIn targeting considered company fit and a current buying need alongside job title.
Within 10 weeks: 22% → 46% sales acceptance, €510 → €340 cost per accepted lead (−33%), and 18 → 31 accepted leads per month (+72%).
Read the case studyTikTok Ads · Snapchat Ads · AppsFlyer / Adjust · App Onboarding
First-lesson completion rose from 24% to 36% after the campaign promise, onboarding and activation tracking were aligned.
After eight weeks: 24% → 36% install-to-first-lesson activation (+50%), cost per activated user fell 28%, and day-7 retention rose from 16% to 22%.
Read the case studyGoogle Ads · Meta Ads · English / French / Arabic Landing Pages
Qualified inquiries increased 41% across France, Morocco and Saudi Arabia, using local messages with a shared standard for lead quality.
Within four months: qualified inquiries increased 41%, blended cost per qualified inquiry fell 29%, and each market had a documented scale-or-fix decision, at similar media spend.
Read the case studyHave a related project? Let’s discuss the scope.
Discuss your growth challenge ↗Select the challenges that look familiar.
Choose what fits your situation. You’ll get a suggested starting point.
Choose an area. See what I check before recommending more spend.
I connect campaign decisions to qualified demand, rather than rewarding every form submission equally.
I separate audiences by fit and intent, then remove overlap and avoidable waste.
I separate valuable intent from exploratory traffic and use sales outcomes to guide exclusions.
I build a testing plan around buyer problems, distinct messages and clear review criteria.
I align the promise, proof and next step while protecting the information sales actually needs.
I match messages to the stage of the journey, with sensible exclusions and sequencing.
I validate conversion signals and connect reporting with the outcomes recorded by sales.
Fixing even a small number of these issues can materially improve the economics of the account before any additional budget is added.
Open the part that matters to you. The detail is here when you need it.
An interested person still needs a convincing page, a manageable next step and timely follow-up. I work on those connections alongside the campaigns.
Align the ad and landing page so the promise is clear and the next step feels natural.
Remove the friction that stops paid visitors from converting.
Give campaigns reliable signals and reporting that follows the funnel.
Connect lead quality and sales outcomes back to acquisition decisions.
Test messages, offers, and formats with clear performance criteria.
For a sales-led B2B business, success may be an accepted demo or opportunity. For a self-serve product, it may be activation or a paying account. We agree the target and validate its signal before changing optimization.
Qualified Leads · Demo Requests · Activated Users · Opportunities · CAC · CPA · ROAS · Pipeline · Revenue
You work directly with me on account structure, messages, pages and measurement. Sales feedback informs the changes, and I can coordinate with your designers or technical team where delivery needs their input.
Paid Media / Your next move
Bring your offer, current media budget and a few examples of enquiries sales accepted or rejected. If you have not launched, bring the customer you want to reach.