1
ICP mismatch
Find audiences, roles, company types, and exclusions that are attracting people who cannot buy.
For B2B teams running or preparing to launch paid media
Running ads, or about to launch, and need leads sales will actually trust?
Get a B2B Funnel Leak Map showing where your ads, cold email, creative, landing pages, tracking, and CRM handoff are likely to lose qualified pipeline.
Whether you are already running campaigns or planning the first serious launch, the job is the same: build the funnel for buyers before the budget teaches you expensive lessons.
Running paid campaigns now
Planning a first serious launch
B2B SaaS or high-ticket B2B
Lead quality or pipeline problem
Ads, email, tracking, CRM, and landing pages
The offer
Get the full-funnel diagnostic before you launch or scale another campaign.
The audit reviews the pressure points most likely to turn paid traffic, cold outreach, creative, landing pages, and tracking gaps into low-intent leads, weak calls, and sales-rejected pipeline.
2
Intent quality
Separate buying intent from research, vendor, student, job seeker, and curiosity traffic.
3
Ad angle
Check whether paid creative, ad copy, and cold email angles create urgency or merely describe a category.
4
Offer strength
Diagnose whether the next step is valuable enough for a serious buyer to take now.
5
Page clarity
Identify where the landing page fails to prove value, risk, and relevance fast enough.
6
Booking friction
Find the moments where qualified buyers hesitate, delay, or choose not to convert.
7
Sales handoff
Review whether HubSpot, Salesforce, GA4, UTMs, qualification, and follow-up preserve intent after the conversion.
The acquisition system
The leak is rarely just the ad account.
A B2B funnel can fail in the channel, the creative, the copy, the page, the tracking, the CRM handoff, or the follow-up. The work connects the whole path from first touch to qualified conversation.
LinkedIn, Google, Bing, Meta.
B2B campaign strategy across LinkedIn Ads, Google Ads, Bing Ads, and Meta Ads for Facebook and Instagram.
Cold email for B2B.
Audience logic, offer angle, message sequence, and response path for outbound campaigns that support pipeline.
Angles buyers notice.
Ad creative, ad copy, cold email copy, offer framing, and page messaging built around pain, proof, and action.
Clean attribution and handoff.
GA4, UTMs, HubSpot or Salesforce integration, lead source clarity, and funnel tracking that sales and marketing can trust.
The expensive lie
Your funnel can look efficient while your pipeline gets worse.
Cheap leads feel good in a report until sales ignores them. The goal is not to make the conversion easier. The goal is to make the conversion more commercially useful.
The funnel rewards easy conversions.
- LinkedIn targets job titles without enough buying context.
- Meta campaigns create attention without enough B2B qualification.
- Cold email generates replies that do not become serious conversations.
- Search campaigns capture informational intent dressed up as demand.
- The landing page explains features instead of making inaction painful.
- The offer attracts researchers, vendors, and weak-fit prospects.
- UTMs, GA4, HubSpot, or Salesforce do not tell a clean source-to-pipeline story.
The funnel should filter for buyers.
- Targeting should use ICP, exclusions, pain, and stage.
- Paid ads and cold email should create urgency, not just awareness.
- The page should prove relevance in under 10 seconds.
- The offer should make the next step feel worth taking.
- Tracking and CRM handoff should connect source to sales-accepted quality.
The operating model
Stop optimizing for form fills. Start optimizing for sales trust.
What matters
CPL-first funnel
Pipeline-first funnel
Optimization target
More form fills at a lower cost.
More qualified opportunities sales will actually work.
Targeting logic
Job titles, broad keywords, lookalikes, and platform suggestions.
Buying context, exclusions, stage, and commercial pain.
Offer
Easy to convert, easy to ignore later.
Useful enough for a serious buyer to take action now.
Landing page job
Explain the product and ask for a form fill.
Create urgency, prove relevance, and lower perceived risk.
Tracking and handoff
Leads arrive with unclear source, weak context, and messy attribution.
UTMs, GA4, HubSpot or Salesforce preserve source, intent, and follow-up priority.
Scaling decision
Scale when CPL drops.
Scale when sales quality holds.
Proof and credibility
Clients value clear thinking, fast action, and practical direction.
The audit is built around the same thing clients repeatedly point to: experienced diagnosis, clear communication, and recommendations that are easy to act on.
Dara Mac Raghnaill
Senior B2B growth consultant focused on paid acquisition, message, offer, landing page, and lead-quality diagnosis.
16
16+ years across B2B growth and paid acquisition.
Experienced across LinkedIn Ads, Google Ads, Bing Ads, Meta Ads, cold email, landing pages, offers, tracking, and growth strategy.
4x
Certified across the core platforms.
Google Ads, LinkedIn Ads, HubSpot, and Bing Ads certified.
B2B
Built for longer sales cycles and higher-value decisions.
The focus is lead quality, sales acceptance, and qualified opportunities, not vanity conversion volume.
"Dara was well informed and deeply experienced in his skillset. Communicated well and took action. Provided an outline of the steps I needed to take to get the work done too."
"We worked for many months with Dara, and it was a very smooth interaction. He has his own process that has been proven to work for him and his clients, and it helped us considerably."
"Highly recommend working with Dara. Responsive, proactive and knowledgeable, he is a top freelancer."
"Excellent worker, first class service, first class knowledge and help to guide us to results. Highly recommend."
Fit filter
This is for teams where bad leads are expensive.
Book if this sounds familiar.
- You sell B2B SaaS, technology, finance, consulting, compliance, or high-ticket B2B services.
- You are running paid ads, cold email, or planning your first serious acquisition launch.
- You use, or need to integrate with, HubSpot, Salesforce, GA4, UTMs, and clean lead source tracking.
- Sales says leads are weak, inconsistent, or poorly qualified.
- Your landing page gets traffic but not enough serious calls.
- You want senior diagnosis across channels, creative, copy, offer, page, tracking, CRM, and handoff.
Do not book if this is what you want.
- Cheap lead volume at any quality.
- A platform-only campaign checklist.
- Consumer ecommerce growth work.
- Brand awareness with no conversion target.
- A large agency layer with account managers and long reporting decks.
What happens
No bloated deck. Just the leaks, the reason, and the next moves.
You share the context.
Website, acquisition stage, channels, CRM/tracking setup, current lead-quality issue, and what sales is saying about the leads.
We diagnose the funnel.
Targeting, ad and email angles, creative, copy, offer, landing page, tracking, CRM flow, conversion friction, and handoff get reviewed together.
You know what to fix first.
You leave with the top leaks, why they matter, and what should happen before scaling more spend.
Book the audit
Find the leaks before you launch, scale, or put more budget behind the wrong problem.
Fill the short qualifier first. It helps keep the call specific instead of turning it into another generic discovery meeting.
FAQ
Objections worth answering before you book.
What if we already have an agency?
That can be a good reason to book. The audit is not about replacing anyone by default. It is about identifying whether the funnel is being optimized around the right commercial signals.
What if our CPL looks fine but sales hates the leads?
That is exactly the problem this is built for. The funnel can look efficient while lead quality gets worse if it rewards easy conversions instead of serious buyer intent.
What if we have not launched paid ads yet?
That is a good time to diagnose the funnel. The audit can pressure-test your ICP, offer, landing page, tracking, CRM handoff, and channel plan before the budget starts teaching expensive lessons.
Do you need ad account access?
Not for the first call. A website, landing page, channel context, paid media stage, and examples of the lead-quality issue are enough to start.
What channels do you review?
LinkedIn Ads, Google Ads, Bing Ads, Meta Ads, B2B cold email, creative, ad copy, landing pages, offer strategy, lead capture, GA4, UTMs, HubSpot, Salesforce, booking flow, and sales handoff.
Who should attend?
The founder, CMO, head of growth, demand gen lead, or sales leader responsible for pipeline quality.