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Summary
When it comes to B2B lead generation, especially in consulting services like Salesforce implementation or custom development, search intent alone doesn’t guarantee conversions.
We recently partnered with a fast-growing IT services firm to help them generate Sales Qualified Leads (SQLs) for both Salesforce and non-Salesforce consulting services. What we learned during this campaign is something most marketers overlook:
🚫 Visibility without trust = wasted ad spend.
The Objective
Generate high-quality SQLs across multiple consulting verticals using performance marketing. Initial testing was done through Google Ads, and later expanded to a full-funnel LinkedIn ABM strategy.
The Google Ads Experiment
We began with a focused $5,000 Google Ads campaign, targeting:
- Salesforce consulting services
- CRM implementation help
- Custom development & cloud support
While the campaign brought in traffic and two SQLs, it fell short in volume and ROI. Why?
Here’s the issue:
Users who need consulting services aren’t just “searching”—they’re vetting. A Google search click won’t magically turn into trust. Especially when you’re selling expertise, not a product.Both remained SQLs, which was promising, but at a high CPA and low volume.
The LinkedIn ABM Approach
To overcome the trust barrier, we pivoted to a multi-touch LinkedIn ABM campaign, focused on relevance, credibility, and personalisation.
🛠 Platforms Used:
Manual LinkedIn Outreach via the client’s team using a strategic messaging framework we developed).
LinkedIn Message Ads
Document Ads (featuring case studies and capability decks)
Conversation Ads (structured interactive flows)
The ABM Strategy That Worked
We launched a multi-layered LinkedIn campaign stack targeting key decision-makers in the US, UK, and India.
Campaign Formats Used:
- Message Ads – 1:1 inbox promotions
- Document Ads – To share our case studies and capabilities
- Conversation Ads – Interactive, CTA-driven dialogue style ads
We also had our team engage in manual LinkedIn outreach using Sales Navigator to build relationships with decision-makers across verticals.
Campaign Performance Breakdown
❌ Message Ads
- Open rate was decent, but conversion was low
- Only ~10% of leads came from this format
- Felt “too promotional” to the target audience
✅ Conversation Ads
- Higher engagement and response rate
- Interactive, non-pushy experience
- Made up a large portion of the total SQLs
✅ Document Ads
- Top-performing ad format
- Let us “lead with value” through helpful content
- Delivered high-intent leads by showcasing client results upfront
🔥 Manual LinkedIn Outreach
We created a custom outreach framework for the internal team to execute:
- Warm, personalised connection messages
- Value-first introduction about the company
- Clear positioning on how the consulting services help businesses grow
✅ Result: 2 out of every 10 connections converted into SQLs
That’s a 20% connection-to-lead rate, completely organically.
Key Takeaways
Google Ads might be good for intent, but it’s not enough for relationship-driven consulting services.
Google Ads is good for visibility, but not enough for high-trust services like consulting
Content-driven formats (like Document & Conversation Ads) work best for building authority
LinkedIn outreach with a personal touch outperforms cold DMs and generic ads
When you’re selling consulting, you’re selling people first, services second
Final Thought
In a world where trust decides everything, your PPC or ABM strategy must go beyond impressions and clicks. You need to start conversations, offer real value, and create a pathway to credibility.
Want your next campaign to turn impressions into real consulting leads? Let’s make it happen.
Want to Build an Outreach Strategy That Converts?
Let’s talk about what worked for us—and how it can work for you.
📧 Email us: info@impeccableads.com
🔗 Visit: www.impeccableads.com
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