Paid acquisition
B2B paid acquisition, connected to what sales receives.
Your campaigns may be generating activity without giving you a clear view of which enquiries are worth pursuing. Or you may know what needs to change and need someone to do the work.
I support B2B Google Ads and LinkedIn Ads, connecting campaign decisions with the offer, landing page, measurement and follow-up. The starting point is the business problem: reaching the right audience, improving enquiry quality or deciding where the next investment belongs.
Discuss your campaigns Start with a lead-generation review
When this support is useful
- You are spending on campaigns but the enquiries do not consistently fit the business.
- Your marketer needs experienced support to assess the account and make changes.
- The ad, landing page and sales conversation seem to be answering different questions.
- You need someone to take on an agreed part of campaign delivery and reporting.
What the work can cover
Google Ads
Review campaign structure, search terms, messaging and landing pages against the offer and the buyers you want to reach. Agree the changes to implement and how to review their effect.
LinkedIn Ads
Review audience choices, the message and the action you are asking someone to take. Connect the campaign to the content, landing page and follow-up needed for that audience.
The journey after the click
Check whether the page explains the offer, what triggers a recorded conversion and where the enquiry goes. Review available sales feedback alongside campaign data so that a low-cost form fill is not automatically treated as a good opportunity.
Reporting and the next decision
Separate campaign activity, received enquiries, qualification and later commercial outcomes. Look at the time buyers have had to progress before judging a recent campaign against closed revenue.
How we would work together
- Agree the question. Establish the audience, offer, current activity and decision the work needs to support.
- Review the relevant evidence. Inspect the account, landing pages, conversion definitions and the enquiry records available to the team.
- Choose and deliver changes. Set priorities, agree who owns them and carry out the campaign work included in scope.
- Review what happened. Compare campaign response with enquiry quality and follow-up. Keep unresolved questions visible and decide what to continue, change or stop.
Relevant experience
KPI6: acquisition with responsibility for the team
As Head of Marketing, I led three marketers across SEO, paid acquisition, HubSpot and reporting. Read the KPI6 account.
Filo / Filotrack: campaigns and CRM in the same remit
At Filo, my work combined acquisition, international business development and qualification workflows. My wider remit included annual advertising budget allocation of up to €500K across five markets. I also worked on the systems supporting the journey from campaign response to sales follow-up.
Fitprime: paid media and the commercial process
My Fitprime role covered enterprise lead generation, outbound processes and CRM alongside campaign and tracking work. That experience informs how I look at qualification and progression beyond a platform conversion.
A recommendation on the Filo work
“Rudolf's expertise in developing and implementing state-of-the-art solutions significantly enhanced our lead generation workflows and overall business development processes.”
GM & Co-Founder, Filo
Excerpt from the recommendation on YunoJuno
A useful output from a campaign review
Open the campaign review template: a worked example and a blank decision record you can print or adapt. No signup required.
A focused review can produce a written set of priorities: what was observed, the change proposed, who owns it and how it will be checked. Implementation and ongoing management are agreed separately where needed.
Illustrative review entry · not a client result
Observation: a form submission is recorded as a conversion, but the campaign report does not show whether the enquiry was accepted by sales.
Next action: agree the qualification definition and owner, then review an appropriate set of received enquiries against the available campaign context.
Check: confirm whether the relevant records can be followed consistently. Missing sources remain unknown.
Questions before starting
Can you work alongside our current marketer or agency?
Yes. We can define an assessment, a delivery block or ongoing support around the work already in place. Responsibility for account changes, creative, landing pages and follow-up should be clear.
Does this include creative production and website development?
Those requirements are agreed in the scope. A campaign review can identify changes to messages and landing pages; producing new assets or building pages may require additional work or specialist support.
Should we start with an audit?
If the problem is unclear, a lead-generation audit can help establish what needs attention. If there is a defined piece of work, we can discuss that directly.
How are scope and fees agreed?
After reviewing the context, we agree the work, responsibilities, timing and fee before starting. Advertising spend is separate from my fee.
Tell me what is running
Send me your website, the platforms you use, the offer, an indication of media spend and the problem you want to resolve. We can work out whether the next step is a review, a project or ongoing support.
Related reading: Reviewing campaigns across a long sales cycle · Campaign tagging and ownership
Need to improve what happens after the click? Explore CRM and sales handoffs. All ways to work together.