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Home/Case Study/Scaling B2B Enterprise Pipeline by 180% with Full-Funnel Intent PPC

B2B PPC & Lead Generation

Scaling B2B Enterprise Pipeline by 180% with Full-Funnel Intent PPC

Project Name

Pipeline Surge 360

Client

Apex Enterprise Tech

Duration

4 Months

Budget

$190,000

Case Overview

Apex Enterprise Tech provides mission-critical cybersecurity infrastructure for mid-market and enterprise financial institutions. Despite spending $45K monthly across Google Search and LinkedIn ads, their sales team received low-intent consumer inquiries and unverified lead form submissions with an unacceptable customer acquisition cost (CAC).

Challenges

Broad Keyword Waste & Ad Fatigue:Over 60% of monthly paid search budget was wasted on broad academic queries rather than transactional enterprise buyer terms.
Disjointed Landing Page Experiences:Prospects were routed to generic product spec pages with excessive form fields and no compliance trust badges.
Server-Side Tracking Blindspots:Client-side tracking scripts failed to register conversions due to strict enterprise browser firewalls and privacy plugins.
Lengthy 9-Month Sales Velocity:No retargeting nurture sequences existed to engage senior buying committee members throughout lengthy enterprise procurement cycles.

Our Strategy

We restructured Google Ads into tightly focused Single Keyword Ad Groups (SKAGs) targeted strictly at enterprise intent keywords while aggressive negative keyword lists blocked retail queries. We launched dedicated high-converting interactive ROI calculator landing pages, integrated Conversions API (CAPI) server-side attribution, and orchestrated matched-audience LinkedIn retargeting delivering case study video breakdowns directly to verified VP and C-level decision-makers.

Results Achieved

Qualified Sales Pipeline increased by 180% in 120 days. Cost-Per-Qualified-Lead (CPQL) dropped by 44%, demo booking conversion rate tripled from 2.2% to 6.8%, and the campaign sourced $3.8M in verified closed-won enterprise annual recurring revenue.