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Summary
When it comes to B2B consulting, especially in high-trust services like Salesforce implementation or custom development, clicks alone don’t convert. You need credibility, not just visibility.
That’s exactly what we proved in a recent campaign for a fast-growing IT services company. The goal was to generate Sales Qualified Leads (SQLs) across various consulting offerings.
What we learned:
🚫 Visibility without trust = wasted ad spend.
The Objective
Build a pipeline of qualified consulting leads using performance marketing.
We started with Google Ads, then expanded into a full-funnel LinkedIn ABM strategy.
🔍 The Google Ads Experiment
We launched a $5,000 test campaign focused on:
- Salesforce consulting
- CRM implementation
- Custom development + cloud support
While the campaign did deliver two SQLs, performance was limited:
- Cost per lead was high
- Volume was low
- And most importantly, trust wasn’t built fast enough
Why? Because consulting buyers don’t just search—they assess.
They need more than a click—they need confidence in your team.
🔁 The LinkedIn ABM Pivot
To break through that trust barrier, we pivoted to a multi-touch LinkedIn campaign, focused on relevance, credibility, and personalisation.
🔧 Platforms Used:
Manual outreach using Sales Navigator
LinkedIn Message Ads
LinkedIn Document Ads
LinkedIn Conversation Ads
🧩 The ABM Strategy That Worked
We built a layered outreach stack, targeting key decision-makers in the US, UK, and India.
Here’s what we deployed:
✉️ Message Ads
- Open rates were good
- But leads were low
- Audience felt it was too salesy
- ⚠️ Result: Only 10% of SQLs came from this
💬 Conversation Ads
- Higher response rates
- Non-intrusive, interactive messaging
- Created natural entry points into discovery
- ✅ Result: Major contributor to SQL volume
📄 Document Ads
- Shared case studies and capability decks
- Positioned the brand as helpful and credible
- ✅ Result: Top-performing ad format
👥 Manual LinkedIn Outreach: The Secret Weapon
We developed a custom outreach framework for the internal team. It focused on:
- Personalised, connection-first messages
- Value-based introductions
- Clear positioning: “We help businesses grow through consulting that works.”
✅ Result: 20% of all accepted connections turned into SQLs
All organically, without ad spend.
Key Takeaways
Google Ads works for intent—but not enough when trust is critical
Content-first formats like Document and Conversation Ads drive better leads
Personalised LinkedIn outreach outperforms cold DMs and generic promotions
In consulting, you’re selling people, not just services
Final Thought
In B2B consulting, your audience doesn’t just want information—they want confidence. That’s why your PPC or ABM strategy must go beyond impressions and clicks.
You need to start conversations, show your value, and build credibility—fast.
“When trust is currency, content and conversation are your best ad formats.”
📞 Want a Consulting Lead Strategy That Converts?
At Impeccable Ads, we combine performance marketing with sales psychology to help you book qualified meetings, not just generate traffic.
📧 Email: info@impeccableads.com
🌐 Website: www.impeccableads.com
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