Meta Ads
High volume.
Low signal.
Lead quantity increased, but too much budget went toward people unlikely to become customers.
Client result brief · LinkedIn Ads
Meta? Google? Neither was the pipeline they needed.
Here's how we helped a growth-stage B2B financial software team turn $9K in media spend into $250K in closed revenue—and build a potential $2.05M pipeline in 90 days.
B2B financial software
Growth stage
90 days
What they were facing
The team was busy generating activity. It just wasn't becoming opportunity.
Their marketing team had already tested Meta and Google Ads in an effort to scale demand generation. The dashboards showed activity, but the team couldn't confidently connect that activity to qualified opportunities.
Meta created volume without enough fit. Google offered intent, but a crowded keyword market pushed cost per lead beyond a sustainable range. They didn't need another stream of names for sales to sort through. They needed conversations with the right buyers.
High volume.
Google Ads
Strong intent.
Unsustainable cost.
A competitive search landscape made the cost of acquiring each viable lead prohibitively expensive.
What we saw
We didn't see a traffic problem. We saw a precision problem.
The team needed a connected system they could trust: dependable tracking, disciplined audience design, and creative built for how finance buyers actually consume information.
Strategy Kiln point of viewWhat we changed
We rebuilt the system, not just the ads.
Instead of asking the team to manage one more disconnected channel, we built from the foundation up so measurement, targeting, and messaging reinforced one another.
Build measurement we could trust
We created a new Campaign Manager environment, installed and verified the Insight Tag, configured conversion events, tested tracking, and established clean access for every specialist involved.
Airtight infrastructure made every decision—and every dollar—accountable.
Remove wasted reach
We built audience segments outside Campaign Manager, then targeted senior finance decision-makers while excluding irrelevant functions, company sizes, and competitors.
At $100–$200 CPMs, precision wasn't optional. Every impression had to earn its place.
Make the message feel native
We replaced conventional corporate ads with recognizable, curiosity-driven formats inspired by the digital environments decision-makers use every day.
Familiar visual language helped specialized messages stop the scroll.
How we earned attention
Corporate message.
Human delivery.
We borrowed the visual language of familiar digital experiences, then used it to make the client's expertise easier to notice and understand.
Representative formats shown. Client creative is confidential.
SK
Finance growth note
What if the problem isn't your offer, but who your ads keep reaching?
Tweet-style mini case study Prompt
How do finance teams create predictable demand?
Answer
Start with the audience, not the ad platform.
high-intent financial software
Sponsored
A clearer path to qualified pipeline
Reach the right finance leaders with messages built for the moment.
The results · 90 days
From targeted attention to measurable growth.
Immediate traction in month one became qualified demand, closed deals, and a repeatable acquisition engine.
$9K
Media spend
≈300K
Impressions
1.1%
Click-through rate
41
Qualified leads
5
Deals closed
$250K
Closed revenue
$9K
media invested
→
41
qualified leads
→
5
deals closed
→
$250K
closed revenue
How potential pipeline was calculated: 41 qualified leads × the client's $50K average deal size = $2.05M in potential pipeline value. Closed revenue reflects five new deals. Media ROAS compares closed revenue with media spend.
What changed
“In B2B, the right attention will always outperform more attention. ”
The team didn't need another channel to manage. They needed a system they could trust—and LinkedIn became the efficient engine other channels couldn't replicate.
Precise targeting reduced waste. Native-style creative earned attention. Clean infrastructure gave marketing and sales clearer evidence of what was actually working.
Ready to find the real constraint?