Ads aimed at the companies you want, judged on the deals they win
Ad platforms report clicks and form fills, not customers. This workflow feeds them from the CRM: target companies in, customers out, and every won deal sent back, so the spend is judged and tuned on revenue.
- Kind
- Workflow
- Service
- Paid
- Tools
- 5 connected
- Lands in
- Your reports
The platforms count clicks. You need customers.
The problem. Ads target broad interests, the reports show clicks and cost per lead, and nobody can say which spend produced a sale. Meanwhile the ads keep showing to people who are already customers.
The solution. We connect the ad platforms to the CRM. The companies you want go up as audiences, customers and open deals are left out, and when a lead becomes a won deal the platform is told, with its value. Spend is then judged on deals, and the platforms learn which clicks are worth paying for.
What we used
Audiences out of the CRM, results back in.
- CRMHolds the target list, the exclusions and the deals each lead turned into.
- LinkedInCompany list audiences from the CRM (LinkedIn needs at least 300 matches before one will run), and lead forms that come back to it.
- Google AdsAudiences from your own customer data, and won deals uploaded as conversions with their value.
- n8nRuns the syncs on a schedule and logs anything that fails.
- PostHogKeeps the campaign and click details with the lead from the first visit, where cookies are accepted.
How a target company becomes a measured deal
Follow one company from the target list to a reported result.
- 01CRM
Build the list
Target companies from the CRM, with customers and open deals left out.
ListLeft out - 02n8nLinkedInGoogle Ads
Send it to the platforms
The list syncs to LinkedIn and Google every week, so the audiences follow the CRM. Personal contacts go up only where you hold the right to use them.
Audience - 03PostHog
Keep the click
When someone from the company arrives from an ad, the campaign and click details are kept and saved with the lead.
CampaignClick details - 04CRM
Follow it to the sale
The lead becomes an opportunity, then a won deal with a value.
Deal - 05n8nGoogle AdsLinkedIn
Tell the platforms what worked
The won deal goes back to the platforms as a conversion with its value, from leads who consented to advertising cookies, so the platforms learn which clicks become customers.
Conversion
Harbour Lane Foods
On the target list
- Fit
- Strong
- List
- 340 target companies
- Left out
- Customers, open deals
- Audience
- Synced weekly
- Campaign
- Food safety audits
- Click details
- Stored with the lead
- Deal
- £18,400, won
- Conversion
- Sent with value
Spend measured on deals won, and audiences kept in step with the CRM.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
77%
of the time, the supplier a buyer preferred before first contact wins the deal ¹
94%
of B2B buying groups rank their shortlist before they speak to a seller ¹