How audience evidence and a more effective budget allocation increased marketing-qualified leads without increasing total spend.
Client confidentiality: The client name is withheld in line with confidentiality and NDA obligations. The challenge, work and reported outcomes are genuine.
The challenge
A commercial-vehicle business was investing across PPC and LinkedIn, but the campaign was reaching the wrong audience and the resulting lead pipeline was underperforming. The priority was not to increase spend. It was to identify where the mismatch sat and use the available budget more effectively.
Daniel’s role
Daniel reviewed campaign and lead-performance evidence, diagnosed the audience mismatch and reshaped the integrated channel strategy. He recommended moving half of the available budget to Meta, then aligned targeting and channel roles around the audiences most likely to become marketing-qualified leads.
Diagnosed the audience mismatch
Reviewed performance across PPC, LinkedIn and the resulting lead pipeline to identify where reach was failing to translate into relevant demand.
Reassessed the role of each channel
Considered how PPC, LinkedIn and Meta should work together across awareness, consideration and lead generation rather than judging each channel in isolation.
Redirected 50% of the available budget
Shifted half of the budget to Meta rather than asking the client to increase overall campaign spend.
Rebuilt targeting around likely buyers
Refined the audience and integrated media mix around the people most likely to progress into credible commercial conversations.
Measured marketing-qualified leads
Used MQL growth as the meaningful measure of improvement instead of reach, clicks or impressions alone.