How a strategic restructure of Ardoq's LinkedIn advertising transformed their sales pipeline in 11 months.
The Challenge
Ardoq, a leading enterprise architecture platform, was running LinkedIn advertising to generate demos and sales opportunities. While campaigns were active, the lead quality wasn't where it needed to be - too much noise, not enough signal. The MQL-to-SQL conversion rate meant the sales team was spending time on leads that weren't converting.
Campaign structure, targeting, and creative had grown organically without a strategic overhaul. The result was a pipeline filled with marketing qualified leads that weren't translating into genuine sales conversations. The gap between MQLs and SQLs was eating into sales productivity.
As a B2B SaaS company in a competitive enterprise market, every wasted demo slot and unqualified lead represented lost revenue opportunity. Without improving lead quality, scaling spend would only amplify the problem - more budget, same conversion bottleneck.
The Approach
A ground-up restructure of Ardoq's LinkedIn advertising, combining strategic campaign architecture with sharper audience targeting and refreshed creative - all designed to attract the right decision-makers, not just more clicks.
The Results
Over 11 months, Ardoq achieved:
| Metric | Improvement |
|---|---|
| Demos Booked | +66% |
| Sales Accepted Leads | +87% |
| MQL:SQL Rate | 2.4x improvement |
"Elliot Earl-Munns is a digital marketing godsend! He's great at digital advertising, and he's helped us identify substantial improvements we can make to our Google Ads and LinkedIn Ad campaigns. But the biggest impact Elliot offers is strategic thought - he's able to quickly assess what we're trying to achieve to make strong recommendations on how digital marketing improvements can better generate new sales opportunities. I'd definitely recommend Elliot for any B2B company looking to level up your digital campaigns."
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