ZenDesk Pro — B2B LinkedIn & Google Pipeline
ZenDesk Pro was running LinkedIn ads because someone told them to. €5,000/month going in, scattered across 8 campaigns with no coherent targeting, no qualifying friction, and no idea which of their clicks ever became closed deals. We dismantled everything and rebuilt a B2B pipeline engine — LinkedIn for awareness and warm list targeting, Google for intent capture, with aggressive qualification gates that cut out anyone who wasn't a real buyer. Cost per Sales Qualified Lead dropped from €420 to €138.
Tech Stack
€5,000/Month. Zero Idea Which Leads Actually Closed.
ZenDesk Pro's marketing and sales teams were completely disconnected. Marketing celebrated form fills. Sales complained about lead quality. The CRM was a graveyard of contacts that went nowhere. The root cause: their campaigns were optimized for clicks, not pipeline.
B2B advertising only works when you design the system backward — from closed deal to first click.
What We Built
🎯 Intent-Layered Google Search
We built tightly themed ad groups around bottom-of-funnel buying intent — phrases like "best [product category] software for enterprise" and "[competitor] alternative." These are the searches that happen right before someone talks to sales. CPCs were higher, but conversion rates were 4x the industry average.
💼 LinkedIn Audience Architecture
We built custom audience layers — retargeting site visitors, job title + company size targeting, and engagement-based warm audiences. We ran content ads to build trust, then hit the warm list with direct response offers. LinkedIn was used for pipeline warming, not just brand awareness.
🔒 Qualification Gates in Lead Forms
We added mandatory questions to every lead capture form: company size, current solution, and implementation timeline. Anyone outside target criteria was disqualified before reaching sales — reducing noise by 60%.
🔗 Full CRM Attribution
Every click, every form fill, every lead was tracked through to the opportunity and closed deal stage in HubSpot. For the first time, their CMO could answer: "which campaign produced our last 10 closed deals?"
The Result
The same budget now generates 3x the qualified pipeline at a third of the cost per lead.
- Cost per SQL: €420 → €138
- Pipeline velocity 3x faster (fewer bad leads clogging the funnel)
- 60% reduction in unqualified leads reaching sales
- Full revenue attribution from click to closed deal, finally working