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SERVICE 03 · LEAD GEN

Pipeline, not form fills.

End-to-end B2B and high-intent lead-gen builds across Search, LinkedIn and Meta. Wired to your CRM, scored on MQL and SQL — not vanity clicks. The CFO sees CAC and pipeline, the sales team sees lead quality.

Book a discovery call How it works
// Engagement Build + 90-day optimisation
// Best for B2B SaaS · services · education
// Deliverables Live campaigns + weekly readout
// You provide Ad spend + CRM access

Most B2B accounts optimise to the wrong number.

If your bidding algorithm thinks every form-fill is equal, it'll buy the cheapest form-fills it can find — from competitors, job-seekers, students, bots. CAC looks fine. Pipeline doesn't move.

The fix is to feed bidding what closes: MQL events, SQL events, opportunity-created, closed-won — weighted by value. Suddenly the algorithm stops chasing junk and starts chasing your actual ICP.

This service builds that loop — campaigns, tracking, CRM sync, weekly readouts — and runs it for 90 days while your team learns the muscle.

● 01 — What's included

The full measurement stack, end to end.

[ build + handover ]
// 01

Search campaigns

Google & Bing campaigns scoped around buying intent — ICP keywords, exact-match shells, competitor terms, branded defence. Built on RSAs that actually convert.

// 02

LinkedIn Ads

Job title + company size targeting, sponsored content + Doc Ads, retargeting from your visitor list. Where B2B intent doesn't show up in Google.

// 03

Meta retargeting

Mid-funnel nurture for site visitors and content downloaders — case studies, demo offers, comparison pieces. Cheap impressions that compound.

// 04

Lead scoring + CRM

HubSpot or Salesforce wired to send MQL/SQL/closed-won back to Ads & Meta. Your bidding finally learns from revenue, not landing-page submits.

// 05

Landing pages & forms

Unbounce / GHL forms with progressive profiling, qualification logic, calendar handoff for SQLs. Same hands that buy the traffic build the page.

// 06

Weekly readout

Looker Studio dashboard plus a written weekly note — what moved, what's hypothesised next, what the CFO needs to know. No status meetings.

● 01b — The funnel

From click to closed won.

[ typical B2B retainer, month 3 ]
// funnel.svg 90-day rolling
14,250 CLICKS £2.20 avg CPC 2,168 ENGAGED 15.2% engaged rate 412 LEADS 2.9% CVR 186 MQL 45% lead→MQL 62 SQL 33% MQL→SQL 14 closed-won · £198k pipeline · £127k revenue
// CAC£2,238 per won
// Pipeline ROAS6.3× on £31k spend
// Sales cycle52 days avg.
● 02 — Process

Four weeks. Predictable.

[ fixed scope ]
// 01 Weeks 1–2

ICP & offer

Workshops with sales and marketing to nail the ICP, the offer, the disqualifiers. Lead-scoring rules drafted. CRM events mapped.

// 02 Weeks 3–4

Build & launch

Campaigns, ads, landing pages, CRM sync, dashboard. Soft-launch to gather baselines before scaling spend.

// 03 Weeks 5–10

Optimise & scale

Daily QA, weekly readout, monthly review with sales. Creative refreshed every 14 days. Bid strategy tuned as conversion volume builds.

// 04 Weeks 11–12

Hand to in-house

Documentation, training, playbook for your team. Optional ongoing retainer for strategic oversight after the build phase.

// Largest lead-gen budget £350k Monthly spend personally managed at Learn Direct — national-scale education lead-gen.
// MQL→SQL improvement +34% Typical lift after bidding switches from form-fills to MQL/SQL events fed via offline conversions.
// Verticals shipped 12+ SaaS, professional services, fintech, education, healthtech, recruitment, training.
● 03 — Questions

What you're actually wondering.

[ click to expand ]
/ 01 What if our CRM is a mess? +
Common. Weeks 1–2 include CRM cleanup as part of the ICP/scoring workshops. If your CRM is genuinely unusable (no clear lifecycle, missing closed-won data), I'll say so and recommend a 4-week CRM-fix sprint before campaigns launch.
/ 02 Do you handle creative? +
Yes — ad copy, RSA assets and Meta variants. For static and video creative I work with a small group of trusted designers/editors (you pay them directly). I write the briefs and approve the output.
/ 03 What budget should I commit? +
Minimum useful ad spend is £15k/month in B2B (LinkedIn alone needs £5k+ to learn). Below that, the data is too thin to optimise. Sweet spot is £25–£100k/month.
/ 04 How do you report? +
A Looker Studio dashboard updated daily, plus a written weekly note every Monday — what moved, what we're testing, what the CFO should know. No status meetings unless we need a decision.
/ 05 What happens after 90 days? +
Three options: hand to in-house with a playbook (most clients), continue at a reduced strategic retainer, or escalate into a fractional PPC Lead engagement. Decided at the day-60 review.

Bid on pipeline.
Not on form-fills.

Book a discovery call Start with an audit → All services
● 04 — Related

Pairs well with.

[ other services ]
// 01Conversion Tracking // 02PPC Audit // 04E-com Campaigns // 05PPC Strategy
© 2026 Ankit Saxena
Lead gen campaigns · 90-day build
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