B2B SaaS · Case study
Vertex Labs B2B: 280% pipeline from LinkedIn Ads
A B2B data platform unlocked LinkedIn Ads as their #1 source of qualified pipeline. 280% growth in MQLs with disciplined creative and lead-stage gating.
+280%
MQL pipeline
–34%
Cost per MQL
3.7x
Win rate
9 mo
Engagement
The challenge
Vertex Labs had tried LinkedIn Ads in-house twice and burned $180k with nothing to show. The CMO was ready to give up on the channel before bringing us in.
What we did
- Audited prior campaigns; the problem was creative and lead-stage logic, not the channel.
- Built a creative-testing matrix with three concepts per ICP segment, refreshed monthly.
- Gated content by funnel stage — gated for prospects, ungated for nurture.
- Stood up offline conversions in LinkedIn to optimize for SQLs, not just form fills.
The result
MQL pipeline grew 280% in nine months. Cost per MQL dropped 34%. Win rate on LinkedIn-sourced opportunities was 3.7x the company average.