A B2B software company optimising to pipeline, not form fills
Paid search and LinkedIn rebuilt around qualified pipeline, with CRM stages fed back to the ad platforms and AI-assisted lead scoring.
Sample campaign walkthrough (illustrative)
This is a hypothetical business, not a client. It shows how we would structure the account and what we would measure. It contains no client data and makes no claim about results. Your own plan comes from your own data, in your free Yield Audit.
Where this account starts
- The business
- A hypothetical company selling scheduling software to multi-site clinics and service businesses.
- The goal
- More sales-qualified opportunities at a cost the sales team can sustain, measured in the CRM.
- Sample budget
- A sample budget of $15,000 a month across Google Ads and LinkedIn Ads.
- Starting point
- Campaigns optimise to demo-form submissions, about half of which sales marks as unqualified, and nobody can say which keywords create revenue.
What the Yield Audit looks for here
The checks we would run first on an account like this, the kind of issue we expect to find and the fix.
-
Conversion goal
Finding: Every form fill counts the same, including students, job seekers and competitors.
Action: Import CRM stages (qualified lead, opportunity, closed won) as offline conversions.
-
Keyword intent
Finding: Broad “scheduling app” terms bring in individual users who will never buy a team plan.
Action: Shift budget to team, multi-location and integration terms; add consumer negatives.
-
Competitor terms
Finding: Competitor campaigns send traffic to the home page.
Action: Build honest comparison pages and point competitor ad groups to them.
-
LinkedIn targeting
Finding: Audiences are broad job titles with no company-size or industry filter.
Action: Account lists by segment, plus retargeting of comparison-page visitors.
-
Lead handling
Finding: Demo requests wait hours for a reply, and high-fit leads get the same treatment as low-fit ones.
Action: AI-assisted lead scoring and routing, so high-fit requests reach sales within minutes.
How we’d organise the budget
Starting allocations for the sample budget. They move every week toward whatever returns the most.
- 35% Search: high-intent solution Team and multi-location scheduling queries
- 15% Search: competitor comparison Buyers already evaluating alternatives
- 10% Search: integrations Queries naming the tools buyers already use
- 30% LinkedIn: target accounts Segment-specific offers to listed companies
- 10% Retargeting and testing Comparison-page visitors, new offers
Sample ad groups
Tight themes, one landing page per intent. Brackets mean exact match and quotes mean phrase match. Words in square brackets inside quotes stand in for a real name.
| Campaign / ad group | Sample keywords or audience | Landing page |
|---|---|---|
| Search: high-intent solution Multi-location scheduling | "multi location scheduling software", "scheduling software for clinics", [staff scheduling for multiple locations] | /solutions/multi-location/ |
| Search: competitor comparison Alternatives | "[competitor] alternative", "[competitor] vs", "[competitor] pricing" | /compare/ |
| Search: integrations Calendar and EHR integrations | "scheduling software with [EHR] integration", "[calendar] team scheduling" | /integrations/ |
| LinkedIn: target accounts Operations leaders, 10–200 locations | Audience: job function Operations, company size 51–1,000, matched account list | /demo/operations/ |
Sample ads
Headlines lead with the searcher’s intent, then a reason to choose this business. Each asset is written to stand on its own, because the platform mixes and matches them.
Sponsored example.com/multi-location
Scheduling for Every Location | One Calendar, Every Clinic | See It on Your Own Data
Manage staff and appointments across all your sites from one screen. Built for teams. Connects to the calendar and EHR tools you already use. See pricing before you book.
All headline and description assets
- 29/30 Scheduling for Every Location
- 26/30 One Calendar, Every Clinic
- 23/30 See It on Your Own Data
- 21/30 Book a 20-Minute Demo
- 85/90 Manage staff and appointments across all your sites from one screen. Built for teams.
- 84/90 Connects to the calendar and EHR tools you already use. See pricing before you book.
Sample landing page wireframe
The page continues the promise in the ad, answers the questions that stop people converting and makes the next step obvious on a phone.
- Hero Promise for multi-site teams, short demo form, “see pricing” link
- Problem / outcome Three pains multi-site operators name, each with the product answer
- Product tour Three annotated screenshots, no stock imagery
- Integrations Tools it connects to, linking to integration pages
- Pricing summary Plan starting points, so unqualified leads self-select out
- FAQ + form repeat Security, onboarding time, contract length; second form
What we track, and where it comes from
| Event | Source | How it is used |
|---|---|---|
| Demo request | Website form → CRM with click ID | Secondary signal while CRM data builds |
| Sales-qualified lead | CRM stage change → offline conversion import | Primary bidding signal |
| Opportunity and closed won | CRM, with deal value | Value-based bidding and pipeline reporting |
| Lead fit score | AI scoring on firmographics and form answers | Routing and LinkedIn audience building |
The scoreboard
- Cost per sales-qualified lead
- Pipeline created and win rate by campaign
- Lead-to-SQL rate
- Speed to first sales touch
- Pipeline-to-spend ratio
- Days 1–7 CRM access, click-ID capture, consumer negatives, competitor pages briefed
- Days 8–30 Offline conversion import live, new structure, LinkedIn account lists built
- Days 31–60 Lead scoring and routing live, landing page test, bids moved to SQL value
- Days 61–90 Budget shifted to pipeline-producing segments, quarterly plan with sales
Want this level of detail for your account?
Your free Yield Audit applies the same checklist to your real accounts, and you keep the findings whether or not you hire us.
Or call (866) 360-RANK ((866) 360-7265), Mon–Fri, 9am–6pm Eastern.