Case Studies / Fitprime
EUR 1.5M pipeline built through paid media and tracking overhaul
Industry
B2B Wellness / HR Tech
Markets
Italy
Key metric
EUR 1.5M pipeline
Outcome
Pipeline growth
Role
Growth Lead
The challenge
Fitprime was spending on paid media but had no visibility into what was generating pipeline. Their tracking was broken, attribution was unreliable, and the sales team was working leads without knowing which campaigns produced them. Marketing spend was increasing but pipeline quality was declining.
The approach
I started with a full tracking audit. GA4 was misconfigured, conversions were double-counting, and the CRM had no campaign attribution. I rebuilt the entire measurement stack from the ground up: GA4, GTM, conversion tracking, and CRM integration.
With clean data in place, I restructured the paid media campaigns. I rebuilt Google Ads with proper audience segmentation, rewrote ad copy in native Italian, and set up LinkedIn campaigns targeting specific B2B buyer personas. Every campaign was connected to the CRM so we could track cost per qualified lead, not just cost per click.
The final phase was optimisation. With full-funnel visibility, I could identify which campaigns were generating real pipeline versus vanity metrics. I shifted budget aggressively toward the highest-performing channels and cut underperforming campaigns.
The results
EUR 1.5M
Qualified pipeline generated
Full visibility
End-to-end campaign attribution
What this means for you
If you are spending on paid media but cannot connect spend to pipeline, you have a measurement problem, not a marketing problem. Fixing tracking first, then rebuilding campaigns with clean data, is how you stop wasting budget and start generating real pipeline.
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