Case Study · B2B Software · Demand Generation
117 qualified B2B leads from a three-channel demand engine
Acropolium is a B2B software-development house selling complex services to senior buyers across the DACH region, the Nordics and beyond. We built a Google + LinkedIn + Meta system where each channel does one job — and proved which ones produce real pipeline.
- Client
- Acropolium
- Sector
- B2B software house
- Markets
- DACH · Nordics · US
- Period
- 2022 – 2023
- Channels
- Google · LinkedIn · Meta
- Buyers
- Founders & C-level
- Verticals
- Subscription · Hospitality · Logistics
- Engagement
- 10+ months
01 — The Challenge
A long sales cycle, a narrow senior audience, and three channels that behave nothing alike
B2B software is a hard, expensive sell: the buyers are few and senior, the cycle is long, and every channel has different economics. Acropolium also sold into three distinct verticals — subscription products, hospitality and logistics — across multiple regions. A single catch-all campaign would have burned budget without ever telling us which channel actually produced pipeline.
02 — The Strategy
Three channels — three clearly different jobs
Rather than spread one message everywhere, we gave each channel the role it's actually good at, and segmented every campaign by vertical and region so the message always matched the buyer.
Volume at low cost
Search & Shopping capture in-market intent at a remarkably low CPC — the efficient top of the pipeline.
Precision on seniority
Lead Gen Forms target exact titles, industries and company sizes — quality leads where the CPC is justified.
Stay in view
Mid-funnel reach and retargeting keep the brand present through a long, considered buying cycle.
03 — Execution
Built the channels — segmented by vertical, measured end to end
Segmented, tracked and tested
Every campaign was split by vertical and region, and the full journey was measured — so budget could move toward what actually produced leads.
- ✓ Separate campaigns per vertical: Subscription, Hospitality, Logistics
- ✓ Region splits for DACH and the Nordics with localized creative
- ✓ Micro-conversion tracking: scroll depth, "Contact Us", "Get in Touch", chat & forms
- ✓ A/B-tested two landing-page versions and kept the stronger one
04 — The Results
117 qualified leads — across three channels
05 — Why It Worked
Three decisions that made the difference
The right channel for each job
Google for cheap, high-intent volume; LinkedIn for senior-audience precision; Meta to stay present through a long cycle.
Precision B2B targeting
LinkedIn Lead Gen Forms converted 6.95% of clicks into leads by hitting exact titles, industries and company sizes.
Segmented & tested
Per-vertical, per-region campaigns plus landing-page A/B tests kept budget flowing to what actually produced pipeline.
“Our collaboration started in 2022 when I was leading marketing at Acropolium. Throughout the year, Dmytro managed and supported advertising campaigns across Google Ads, Meta and LinkedIn. He consistently served as a trusted source of expertise — helping us navigate platform policies, capabilities and limitations, while providing strategic guidance from campaign planning through execution, reporting and performance analysis. No matter how unusual or challenging the request, he approaches every task with professionalism and a solution-oriented mindset.”
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