Paid Advertising

Openfield: B2B paid media programme

Search and LinkedIn campaigns connected to CRM revenue, so that budget flows towards customers rather than clicks.

Sector: B2B SaaS
Typical client: Workflow software vendor selling to mid-market teams
Typical timeline: 6-month programme
Typical team: 1 strategist, 1 media buyer, 1 designer

Openfield interface: Paid media console with campaign efficiency and creative tests — Paid media console with campaign efficiency and creative tests

Openfield interface: Pipeline attribution connecting ad spend to qualified opportunities and revenue — Pipeline attribution connecting ad spend to qualified opportunities and revenue

Openfield interface: Creative testing log with hypothesis, spend and winning variants — Creative testing log with hypothesis, spend and winning variants

About this project

B2B advertising is easy to run and hard to prove. Platforms report clicks and conversions, while the sales team asks why so few of those leads ever turn into real opportunities.

Openfield connects campaigns to CRM outcomes, so spend is judged on qualified pipeline. Creative tests change one variable at a time and budgets follow the evidence.

Objectives

Tie ad spend to qualified pipeline and revenue
Cut wasted spend from unqualified search traffic
Build a repeatable creative testing process

What’s delivered

Account audit and restructure by intent
Offline conversion import from the CRM
LinkedIn account-based campaigns
Message-matched landing pages and testing roadmap

Target outcomes

-30%

cost per opportunity target

3×

pipeline-to-spend goal

100%

deals traced to source

4/mo

creative tests planned

Technology

Google Ads
LinkedIn Ads
HubSpot
GTM
Looker Studio

Services involved

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