B2B LinkedIn

Case Study: Driving Qualified B2B Leads with LinkedIn Ads for a Niche SaaS Provider

Introduction:

LinkedIn Ads can be a goldmine for B2B businesses—but only when the strategy reflects how professionals actually make buying decisions. A niche SaaS company in the compliance automation space came to us frustrated by high costs and low engagement. They had tested LinkedIn Ads internally, but couldn’t convert impressions into qualified demos.

We stepped in to rebuild their approach—focusing on message-market match, intent-driven targeting, and funnel-aligned creative. The result: a scalable system that consistently delivered high-quality leads at a sustainable cost.

The Challenge:

This company offered an enterprise-grade platform targeted at compliance managers, CISOs, and legal teams at mid-market to large companies. But despite their clear ICP and strong product-market fit, they struggled to make LinkedIn Ads work.

Key problems included:

• Overly broad audience targeting, leading to high CPCs and irrelevant traffic

• No segmentation by buyer journey stage—same messaging for cold and warm leads

• Content assets not aligned with buyer pain points

• No post-lead nurturing or retargeting strategy

• Manual lead handoffs, with no CRM integration to track ad performance through to SQL

They were generating some traffic and form fills, but the leads rarely turned into demos—let alone deals.

Our Collaborative Approach:

We began by interviewing their sales and customer success teams to understand their highest-value accounts and common objections. We mapped their sales cycle and content library to each stage of the funnel.

From there, we rebuilt the campaign structure to reflect how B2B buyers actually move through the decision process—starting with education and awareness, not direct demo asks.

We also connected LinkedIn Lead Gen Forms directly to their CRM and marketing automation platform, ensuring no lead fell through the cracks.

Crafting Strategic Solutions:

Our campaign architecture followed a full-funnel ABM (Account-Based Marketing) approach:

• Top-of-funnel campaigns promoting ungated and gated content (eBooks, ROI calculators, benchmarks)

• Mid-funnel campaigns offering product comparisons and use case deep dives

• Bottom-of-funnel retargeting with demo CTAs, testimonials, and short explainer videos

• Matched audiences built from website visitors, CRM lists, and Sales Navigator exports

• Conversion-focused Lead Gen Forms with qualifying fields to route leads by tier

Each ad campaign was built to educate, qualify, and nudge decision-makers through a tailored journey.

Meticulous Planning and Execution:

We A/B tested creative formats (carousel, single image, video) and iterated copy based on pain points (compliance risk, audit fatigue, vendor management bottlenecks). Messaging was tested for different personas: end users (compliance managers) vs. economic buyers (CISOs, CTOs).

We also set performance benchmarks for every stage—CTR, form completion rate, MQL/SQL conversion—so we could scale what worked and fix what didn’t fast.

Weekly reporting and a shared dashboard gave their internal marketing team full visibility into lead quality and pipeline impact.

The Result:

Within 90 days, performance turned around completely:

• 62% decrease in cost-per-qualified lead

• Form fill-to-demo conversion increased by 3.5x

• Sales team closed 4 new deals from LinkedIn leads within 60 days

• Full CRM and campaign attribution tracking enabled, streamlining reporting and handoff

• Marketing team now uses LinkedIn as a core demand-gen channel, with clarity on ROI

LinkedIn Ads went from a drain on the budget to one of their highest-ROI channels—thanks to better strategy, clearer targeting, and a funnel-aligned approach that respected the B2B buyer journey.