Enterprise PPC Agency Built for Scale, Revenue, and Accountability

Series C enterprise SaaS, ~£42M ARR, ICP = mid-market and enterprise HR teams across UK + EU + US. CMO-led engagement focused on integrated channel strategy. Pre-engagement: Google Ads spend was £450k / month, optimised against demo-bookings. Demo-to-opportunity conversion was 35% — meaning 65% of demo-bookings never reached sales-qualified-opportunity stage. The CFO conversation about marketing budget was difficult.

First 90 days: rebuilt the smart-bidding signal. Salesforce offline-conversion integration tied opportunity-stage and closed-won events back to Google Ads. Smart bidding shifted from demo-booking optimisation to opportunity-stage optimisation. Multi-touch attribution rebuilt in HubSpot to give realistic paid-attribution credit (22–28% range, depending on campaign).

Months 4–9: smart bidding reached efficiency on opportunity-stage events. Cost-per-opportunity dropped 40% while opportunity quality (measured by close rate) held steady. CAC payback improved month-over-month as the algorithm bid against revenue rather than vanity events. CMO took the new attribution model to the CFO at month 6 — the budget-defence conversation became materially easier because the metrics were now CFO-fluent.

Year-2 budget approved at +35% based on demonstrated CAC-payback improvement. The engagement structure shifted from quarterly-business-review cadence to monthly-cadence with quarterly board-pack reporting. Compare with our B2B SaaS PPC playbook for adjacent engagements.

UK-headquartered enterprise services firm with operations across UK, Ireland, and Netherlands. CFO-led engagement focused on blended-CAC reduction across all channels. The CFO had inherited a marketing budget where channel-attribution was unclear, channel-economics varied between regions, and regional-team-led campaigns produced inconsistent reporting.

First 120 days: rebuilt cross-channel multi-touch attribution into Salesforce, with channel-attribution reporting standardised across the three jurisdictions. Google Ads spend re-allocated regionally based on proper attribution rather than legacy regional-team-led allocation. Smart bidding tied to closed-won events with multi-touch attribution credit applied honestly.

Months 4–12: blended CAC across all channels reduced 28% as the spend reallocation took effect. The Netherlands market specifically benefited because pre-engagement spend had been under-allocated relative to its actual contribution. UK-and-Ireland markets had been over-allocated; reducing spend in those markets improved efficiency without hurting volume. London-based enterprise work formed a major part of the UK footprint.

Year-2 plan: extend the multi-touch attribution framework to a fourth jurisdiction (Germany). CFO described the engagement at year-end as 'the first time we've had a defensible answer to what does each channel actually contribute?'.

B2B fintech serving mid-market and enterprise treasury teams. CRO-led engagement focused on pipeline-to-revenue alignment. Pre-engagement: Google Ads had been managed by an in-house team, optimised against form-fills. The CRO's concern: pipeline-quality from paid was structurally lower than pipeline from outbound or partner channels, but the in-house team's reporting didn't surface this.

First 90 days: ABM-aware campaign rebuild. Customer Match audiences fed from 6sense fit-data layered onto Google Ads to bias spend toward in-market accounts that matched ICP. Smart bidding tied to opportunity-created events rather than form-fill events. The shift surfaced the pipeline-quality differential immediately — paid-attributed opportunities that had pre-engagement converted at 12% to closed-won were now converting at 28%.

Months 4–12: pipeline volume from paid lifted 185% on roughly the same monthly spend, and pipeline quality (measured by closed-won conversion rate) materially improved. Sales-cycle velocity reduced 22% because higher-quality pipeline closed faster. The CRO presented the engagement results at quarterly board reviews with sales-cycle-velocity as the headline metric.

Year-2 plan: extend ABM-aware campaign approach to enterprise account targeting (top-200 named accounts). Google Ads continued at flat spend with continued efficiency improvement.