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The account had no ICP segmentation, one generic landing page for all traffic, and no offline conversion data feeding back into bids. CPL was rising, lead quality was declining, and sales said they couldn't tell which leads were worth calling.

Rebuilt keyword structure around three buyer personas — CFO, Head of Ops, IT Director — each with a dedicated landing page and qualifying form. Set up server-side CAPI and imported closed-won CRM data back into Google Ads bid strategy. Ran LinkedIn as a 3-stage account nurture layer: problem content first, proof second, BOFU offer only to accounts with 3+ touchpoints.

CPL dropped 40%. Qualified lead volume increased 118% within 90 days. Average time to first SQL fell to under 14 days.

Running generic search ads to a homepage. No account-based targeting, no buying committee segmentation, no alignment between paid and outbound SDR activity. High CPL, low SQL rate, sales team questioning lead quality.

Built an ABM account list using 6sense intent scoring, Clay enrichment, and Apollo to source buying committee contacts (3–5 per account). Ran LinkedIn paid to the same account list simultaneously with HeyReach outbound sequences. Creative segmented by role: CISO-specific, IT Director-specific, CFO-specific. Google Search rebuilt around high-intent threat and compliance keywords with dedicated landing pages per segment.

MQLs increased 610%. Pipeline opportunities up 475%. CPL reduced 70%. SDR connect rate improved from 8% to 19% on targeted accounts.

High-ticket fintech client close to leaving. CPL rising, sales said leads were low quality. The real problem: CRM closed-won data showed the ICP was wrong — the ads were reaching the right company type but the wrong seniority level. Three ad sets had low CPL but zero close rate.

Pulled closed-won CRM data to rebuild ICP profile. Paused three ad sets with zero close rate despite low CPL. Rewrote landing page around a proof hook — a specific client outcome — instead of a product description. Changed CTA framing from "Book a Demo" to "Check if we're the right fit." Rebuilt audience targeting around seniority + function, not just job title.

CPL returned inside target within 6 weeks. Client retained and expanded budget in renewal cycle. Proof-led hook achieved 2.3x higher CTR than the original problem-led version.

B2B professional services client relying entirely on outbound referrals. No paid acquisition, no landing pages built for ICP, no lead routing or follow-up speed. When paid was switched on, leads were generic and slow to follow up.

Built three ICP-specific landing pages with 2-step qualifying forms. Added 80+ negative keywords after a 90-day search term audit. Set up instant SMS and email lead alerts to reduce response time to under 3 hours. Ran three LinkedIn outreach angles simultaneously in ABO to test messaging.

Lead volume increased 400%. CPL dropped 70%. £60k in new pipeline generated within 60 days. Average time to first SQL under 14 days.

Paid and outbound teams working off separate lists with no shared account intelligence. SDRs cold-calling accounts that had never seen the brand. Paid ads running to broad audiences with no intent layer. High spend, low pipeline contribution.

Built a unified account list using 6sense intent scores, filtered through Clay for ICP qualification and firmographic fit, then sourced buying committee contacts via Apollo (3–5 per account). HeyReach ran persona-specific LinkedIn sequences while LinkedIn Ads and Google Ads ran simultaneously to the same 5,000 accounts with role-matched creative. All engagement signals fed back into CRM scoring — accounts with 3+ touchpoints moved to warm outbound priority automatically.

5,000 qualified accounts in the active program. SDR connect rate improved from 8% to 19%. Pipeline velocity increased 250%. Average time from first impression to first SQL fell to under 14 days.

Built as a speculative strategy project. Primer.io (Series B fintech infrastructure) had no clear paid media framework, a generic demo CTA across all channels, and no ICP segmentation between CFO and CTO audiences. Five funnel leaks identified before a single pound of budget was allocated.

Full paid media growth strategy: ICP mapping (CFO/CTO at $50M+ companies), three A/B landing pages including a revenue leakage calculator, 8 risk reversals, full channel plan across Meta, LinkedIn, and Google with week-by-week Month 1 activation. Offer repositioned from "book a demo" to "20-min revenue leakage audit."

Speculative strategy. Projected 27 SQOs/month at sub-£600 cost per SQO based on channel benchmarks and ICP match rate modelling.