can help schedule a 1:1 consultation.") - Also could have specific landing pages for top query clusters (one for "software audit help", one for "cloud cost optimization", etc.) - Top-of-Funnel Ads (awareness stage): Focus on content (report, checklist). CTA is download (lead capture). - Mid-Funnel (consideration stage): Show retargeted ads highlighting proof or invite to webinar or case studies CTA maybe "See how we saved X for companies like yours" leading to case study or consultation scheduling. - Bottom-Funnel (evaluation stage): Possibly Account-based ads (if we know target accounts, use LinkedIn Account Targeting to show a "We deliver guaranteed results talk to us" ad to decision makers at that account). CTA "Request a proposal" or "Schedule strategy call". Key metrics & KPI framework: - LinkedIn: - CTR on ads (aim for at least 0.5-1% on sponsored content, higher on text ads possibly). - Cost per lead (target maybe $100-200 for a qualified e-book download lead, which is normal for high-value B2B). - Conversion rate from lead to next stage (like percent of those who downloaded that accept a meeting likely tracked offline by sales). - Google Search: - CTR per keyword (aim above 3-5% ideally for exact match relevant keywords). - Cost per conversion (the conversion might be contact form or call want maybe <$200 if possible). - Impression share (ensuring our ads show for majority of relevant searches). - Overall ROI: - Track from each channel how many leads and how many become sales opportunities and closed deals. That allows calculation of Customer Acquisition Cost (CAC) per channel and channel ROI in terms of project revenue from those leads. - The plan may start with modest budgets to test messaging on these channels. Optimize creatives and targeting based on early data (A/B test different messages: one emphasizing "guaranteed savings", another "reinvest in innovation", see which gets more engagement). - Important : Align messaging of ads with landing page consistency from ad to page improves conversion (e.g., ad says "Free IT Spend Analysis", landing page should have same heading). - Use psychological triggers in copy : - Loss aversion: "Stop losing IT dollars" - Urgency: "2025 budgets under review act now to trim costs." (maybe use quarter-end or year-end urgency in relevant periods). - Social proof: "Trusted by CFOs at [logos of a few clients]" if we can include. - Guarantee: if we dare, "We find savings or you don't pay" (if that's part of model, it could be a strong differentiator in ad copy, though need disclaimers). - Test LinkedIn InMail Sponsored (sending message directly) to a small target CFO list with a personal-sounding note inviting them to an executive briefing call these can get decent response if highly personalized, but careful not to appear spammy. Channel metrics example goals after 6 months: - 50 whitepaper downloads from LinkedIn (at, say, $150 each = $7.5k spend). - 20 consultation requests from Google (maybe $100 each, $2k spend). - 30 webinar signups (mix via LinkedIn and email). - Combined leads ~100, of which perhaps 20 become serious opportunities, aiming e.g. 5-10 become clients. If each client yields significant revenue, that's good ROI. By monitoring and iterating, focusing budget more on what's converting best (e.g., if Google search yields very high quality albeit fewer leads, keep that always-on; if one LinkedIn message outperforms others by CTR or by conversion, focus spend there). In summary, LinkedIn Ads are our spear for reaching specific executives with content and capturing leads; Google Ads catch those actively seeking help; Retargeting and targeted publication ads reinforce presence and trust. All funnel to conversion actions measured and optimized continuously. 62