B2B LINKEDIN AND GOOGLE ADS CASE STUDY
How I Helped a Specialist B2B Technology Company Generate 69 Leads Through LinkedIn and Google Ads
The client provides technology-enabled research solutions for consulting and investment professionals. The company needed to reach a specialist audience that had not previously engaged with the business. Across LinkedIn Ads and Google Ads, the campaigns generated 69 leads from cold audiences.
The Challenge: Reaching a Specialist B2B Audience
The company needed to reach professionals working within consultancy firms.
This included senior decision-makers and teams responsible for delivering client projects.
The audience was narrow and highly relevant, but most prospects had not heard of the company before.
The task was to introduce the offer to new prospects and give them a clear reason to engage.
What I Did: Built a Cold Audience Acquisition Strategy
I managed campaigns across LinkedIn Ads and Google Ads.
Both channels focused on reaching new audiences rather than retargeting previous website visitors.
LinkedIn Ads: Reaching Consultancy Professionals
The LinkedIn campaign promoted a research report to cold audiences within consultancy firms.
The targeting focused on relevant leadership and project delivery roles.
The purpose was to introduce the company to new prospects and encourage report downloads.
Google Ads: Reaching Additional Cold Prospects
Alongside LinkedIn, I ran Google Ads campaigns aimed at people who had not previously visited the website.
This gave the company another route into the market and helped generate additional leads from new prospects.
The Results: 69 Leads From Cold Targeting
| Metric | LinkedIn Ads | Google Ads |
|---|---|---|
| Campaign duration | 100 days | 99 days |
| Total ad spend | $42,085.34 | $4,695.64 |
| Click-through rate | 0.47% | 5.27% |
| Leads generated | 60 | 9 |
| Cost per lead | $701.42 | $521.74 |
| Audience type | Cold | Cold |
Combined Campaign Results
- 69 leads generated from cold audiences
- $46,780.98 in total advertising spend
- $677.99 blended cost per lead
- LinkedIn achieved a 0.47% click-through rate
- The LinkedIn result exceeded the supplied 0.40% benchmark
- No retargeting audience was used
The Lesson
Cold audience campaigns are harder to manage in a specialist B2B market.
Prospects may not know the company, may not be actively looking for the solution and may need more context before they respond.
This campaign showed that LinkedIn Ads and Google Ads could work together to reach new prospects and generate measurable demand.
The reporting also showed the cost of acquiring leads through each channel.
The next step was to connect those leads with sales qualification and pipeline data, so future budget decisions could reflect commercial value rather than lead volume alone.
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Questions B2B Marketing Leaders Ask
How do you improve paid advertising performance?
Start with an audit of targeting, campaign structure, budget allocation, conversion tracking, landing pages and sales feedback. Fix the highest-impact problems before scaling activity.
Why can a campaign generate leads without qualified pipeline?
Lead volume does not show whether the right companies are entering the sales process. Lead quality and sales acceptance need to be connected to campaign reporting.
Who is this work for?
This work is for established B2B SaaS and enterprise technology companies with an active advertising budget and pressure to generate qualified opportunities.
About the author: Dara Mac Raghnaill is a B2B growth consultant with 16+ years of marketing experience.
Last updated: November 2026
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