PROCUREMENT SAAS

Putting LinkedIn spend in front of real buyers.

A procurement SaaS company was spending steadily on LinkedIn, but too much of the budget reached people unlikely to influence a buying decision. The campaigns generated leads, yet sales qualified very few of them. Over six months we tightened the targeting, changed the offer and rebuilt the campaigns around the people involved in choosing procurement software.

6 months · LinkedIn Ads · Audiences · Messaging · Landing pages

THE RESULTS

–31%

cost per sales-qualified lead

+46%

lead-to-SQL conversion rate

+38%

senior decision-makers reached

–24%

spend on non-priority audiences

The challenge.

Plenty of leads, few good ones.

Cost per lead looked reasonable and forms kept coming in. But once leads reached sales, very few were worth pursuing.

The wrong people filled in forms.

Junior staff, students, consultants and people researching the topic, with no role in choosing software.

Budget spread too wide.

The best opportunities came from senior procurement and finance roles at larger companies. Much of the budget went to far broader audiences.

Paying for the wrong reach.

Ads were also reaching existing customers, competitors and companies that were never a realistic fit.

How we approached it.

The first job wasn’t creating more campaigns. It was cutting out wasted reach.

Narrow the audience

We rebuilt the targeting around the people sales was already talking to: heads of procurement, procurement and finance directors, CFOs and strategic sourcing, combined with company size, geography and industry. Customers, competitors, poor fits and junior levels were excluded.

Change the offer

A procurement whitepaper generated downloads, but few sales conversations. We replaced it with a three-minute walkthrough of the platform. Fewer casual clicks, and much clearer interest in the product itself.

Make the ads specific

Instead of broad messages about digital procurement, each ad linked one recognisable problem to part of the platform: supplier processes in spreadsheets, slow approvals, limited spend visibility or supplier data spread across systems.

What we focused on.

We stopped treating the cheapest lead as the best lead. Every month we compared LinkedIn data with what happened in the CRM, and moved budget towards what produced sales-qualified leads.

Matching landing pages

An ad about supplier management leads to a page about supplier management. Short pages, the product shown early, a demo easy to find.

Accepted by sales

We tracked which campaigns produced leads that sales accepted, rather than which ones simply produced forms.

Roles and company sizes

We checked which job titles and company sizes turned into real conversations and opportunities.

Budget follows quality

Ads with plenty of forms but no SQLs lost budget. The audiences that produced opportunities got more.

The outcome.

Cost

–31% per SQL

Not many more raw leads, but a much higher share that sales considered worth pursuing.

Audience

Smaller, but better

The company didn't need a bigger LinkedIn audience. It needed a better one.

Sales

Leads sales wants to call

Marketing and sales now work from the same numbers, and more leads turn into real conversations.

More use cases.

Different industries, same idea. The right marketing, not more marketing.

RADIO & PRIVATE LTE

How one trade show became 19 qualified sales meetings

Pre-booked meetings, focused stand conversations and fast follow-up that turned one trade show into 19 qualified meetings.

MANAGED SECURITY

Cutting wasted LinkedIn spend and bringing in better security leads

A tighter LinkedIn audience and a NIS2 readiness checklist that cut the cost per lead by 28%.

Your company

Could yours be next?

Got a product that deserves more attention? Let’s write the next use case together.

Fewer wasted clicks. Better sales conversations.

Generating cheap leads is easy. Reaching the people who influence a software decision is harder, and that’s where we focused the work. Tell us where you want to be and one of us will get back to you personally.