Why combine Google Ads and LinkedIn Ads in B2B?

They capture intent at two different moments. Google Ads intercepts active demand — the decision-maker already searching for an ERP or managed-services solution. LinkedIn Ads lets you target by function, industry and company size to reach decision-makers before they even search. Together they cover the whole B2B cycle.

What role does lead scoring play here?

Prioritization. Not all leads are equal: scoring rates each contact by function, company size and behavior, then surfaces SQLs first in the CRM. Reps focus on real opportunities, which shortens the cycle and improves conversion rates.

Is a per-solution landing page really necessary?

Yes. A decision-maker looking for an ERP and one looking for managed services don't have the same need. A landing aligned with the query, with messaging and proof specific to the offer, converts far better than a generic page and improves the quality of incoming leads.

How does the CRM improve acquisition steering?

By linking each lead to its source, then to its status (SQL, opportunity, quote, signature). You no longer steer on form count but on real value generated, which lets you allocate Google and LinkedIn budgets based on what actually produces revenue.

Back to case studies

/ 41 · societe-informatique-rabatB2B & SaaSJune 23, 20266 months

CASE STUDY · B2B SAAS · 2026

IT company (ERP · managed services) — RabatSQLs +120% via qualified B2B Google & LinkedIn Ads acquisition.

In B2B tech, a lead only matters if it's qualified. Webotic built a Google Ads + LinkedIn acquisition steered by scoring and wired to the CRM, feeding sales real opportunities. (Indicative figures, to be confirmed.)

SCOPEGoogle Ads · LinkedIn · Scoring · CRM

Client anonymized at their request — the figures are real, verifiable on request.

+120%qualified leads (SQLs)vs baseline period

−35%cost per leadon acquisition

−30%lead→quote cycleshortened

2 channelsGoogle + LinkedInsteered on scoring

STACK

Google Ads
LinkedIn Ads
GA4
HubSpot CRM
Google Tag Manager
Looker Studio

The challenge · too many leads, too few qualified

The Rabat IT company sold demanding offerings — ERP, managed services — to IT decision-makers and SME executives. The problem wasn't raw request volume but quality: forms filled by off-target profiles, queries too broad, and reps wasting precious time sorting contacts with no real buying intent. The sales cycle, already long in B2B tech, stretched further for lack of prioritization. With no way to tell a mere browser from a decision-maker with committed budget, the sales team treated everyone the same. The result: a cost per lead that masked a far higher cost per real opportunity, and acquisition that was impossible to steer on value.

Many leads, mostly off-target.
Long B2B sales cycle, no prioritization.
Reps buried under unqualified requests.
No measure of cost per real opportunity.

The approach · targeted acquisition + scoring

Webotic rebuilt acquisition around intent. On Google Ads, Search campaigns segmented by solution (ERP, managed services) with high commercial-intent keywords and strict negative lists to cut off-target traffic. On LinkedIn Ads, targeting by job function, industry and company size to reach IT decision-makers directly. Each campaign pointed to a landing page dedicated to its solution, aligned with the query to maximize conversion. Incoming leads were then scored (function, size, behavior) and synced into the CRM, where reps saw SQLs surfaced first. Acquisition was no longer steered on form volume but on the number of genuinely qualified opportunities.

Google Ads Search segmented by solution.
LinkedIn Ads by function · industry · size.
Dedicated landing per offer, aligned with the query.
Lead scoring synced to the CRM.

The results · a pipeline fed with SQLs

By steering on qualification rather than volume, acquisition changed in nature. Qualified leads (SQLs) more than doubled, up 120% versus the baseline period, while cost per lead fell 35% thanks to negatives and tighter targeting. Above all, scoring and per-solution landings shortened the lead→quote cycle by 30%: reps engaged prospects who were already mature, with an identified need. The CRM became the shared source of truth between marketing and sales, every dollar invested traceable to its opportunity. The company now has a predictable B2B acquisition engine, steerable on real value. (Figures to replace with final values.)

SQLs +120% vs baseline period.
CPL −35% · lead→quote cycle −30%.
CRM as marketing-sales source of truth.
Predictable, steerable B2B acquisition.

Our reps no longer waste time sorting. The leads that surface are qualified, and we finally know where every opportunity comes from. It changed how we sell.
The sales directorIT company · Rabat

FREQUENTLY ASKED QUESTIONS

Why combine Google Ads and LinkedIn Ads in B2B?: They capture intent at two different moments. Google Ads intercepts active demand — the decision-maker already searching for an ERP or managed-services solution. LinkedIn Ads lets you target by function, industry and company size to reach decision-makers before they even search. Together they cover the whole B2B cycle.
What role does lead scoring play here?: Prioritization. Not all leads are equal: scoring rates each contact by function, company size and behavior, then surfaces SQLs first in the CRM. Reps focus on real opportunities, which shortens the cycle and improves conversion rates.
Is a per-solution landing page really necessary?: Yes. A decision-maker looking for an ERP and one looking for managed services don't have the same need. A landing aligned with the query, with messaging and proof specific to the offer, converts far better than a generic page and improves the quality of incoming leads.
How does the CRM improve acquisition steering?: By linking each lead to its source, then to its status (SQL, opportunity, quote, signature). You no longer steer on form count but on real value generated, which lets you allocate Google and LinkedIn budgets based on what actually produces revenue.