How Cyance Generated 65% More Pipeline and Boosted MRR Using LinkedIn & Google Ads

The Client

Cyance is a leading B2B Intent Data platform that helps high-growth companies identify exactly when their best-fit customers are ready to buy. By tracking billions of intent signals, Cyance enables sales and marketing teams to stop guessing and start targeting accounts that are actively researching their solutions.

The Challenge

Cyance had a market-leading data product, but their own acquisition engine was hitting a plateau. They were facing three critical roadblocks:

• The “Lead” vs. “Revenue” Gap: They were generating volume, but many leads were low-value or “curiosity seekers” rather than Enterprise-level decision-makers. They needed a way to prioritize high-intent accounts.
• Rising Costs (CAC): In the hyper-competitive MarTech and Data space, bidding on broad keywords like “marketing data” was leading to high spend with low-quality returns.
• Tracking Ends at the Form: They could see form submissions, but lacked the “closed-loop” visibility in HubSpot to see which specific ad campaigns were actually driving Monthly Recurring Revenue (MRR).

Services Provided

• Full-Funnel LinkedIn & Google Ads Strategy and Execution.
• HubSpot CRM Synchronization & Revenue Attribution.
• Copywriting & Creative Design for B2B Tech.
• ABM Pipeline Growth Strategy.

The Solution

Step 1: Connecting Ads to Revenue with HubSpot

One of the biggest mistakes in their previous setup was optimizing for “demo requests” rather than “deal value.” We fixed this by linking Cyance’s LinkedIn and Google Ads accounts directly to their HubSpot CRM.

We moved beyond tracking “clickers” and started tracking “buyers.” By monitoring when a lead progressed to a Sales Qualified Lead (SQL) and ultimately a closed-won deal, we fed that revenue data back into the ad platforms. This allowed the algorithms to find more prospects who matched Cyance’s most profitable customer profiles, shifting the focus from lead quantity to Pipeline Velocity.

Step 2: Capturing High-Intent Buyers on Google Search

We completely restructured the Google Ads account to focus on “High-Intent Buying Signals.” We moved away from broad, expensive terms and focused on two specific keyword layers:

1. Solution Keywords: We targeted specific terms like “B2B European intent data” and “ABM orchestration platform.”
2. Product Capability Keywords: We targeted prospects searching for the manual problems they currently face. By bidding on terms like “how to find ready-to-buy leads” and “lead scoring spreadsheets,” we captured prospects at a lower cost and showed them a faster, automated way to work with Cyance.
3. Competitor Conquesting: We targeted users searching for legacy data providers (like Bombora or generic lists). Our ad copy positioned Cyance as the European specialist with superior multilingual intent signals, attracting users looking for a more localized and accurate alternative.

Step 3: Precision ABM Strategy with LinkedIn Ads

While Google captured active searchers, we used LinkedIn to implement a dedicated Account-Based Marketing (ABM) strategy. As outlined in our internal framework, ABM on LinkedIn is a coordinated effort to turn a “Dream Account” list into active customers.

We segmented the campaign into a two-phase approach:

• Phase 1 (Awareness & Agitation): We launched Video View campaigns targeting CMOs and VPs of Sales. These videos agitated the pain point of “wasted marketing spend” and “missing out on hidden demand.”
• Phase 2 (Conversion): We retargeted video viewers with Single Image and Document Ads. By using LinkedIn Lead Gen Forms, we reduced friction for busy executives on mobile, capturing high-quality firmographic data directly into HubSpot.

Creative Focus:

• The Problem: Ads highlighted the “Black Hole of B2B Marketing”—spending budget on accounts that aren’t actually in-market.
• The Solution: Positioned Cyance as the “X-Ray Vision” for your sales team, allowing them to see exactly who is researching their product right now.

Step 4: Tracking Pipeline Velocity & Retargeting

Since B2B data decisions involve multiple stakeholders and 6–12 month sales cycles, we built a Multi-Channel Retargeting Loop. If a prospect from a “Dream Account” clicked a Google Ad but didn’t book a demo, we followed them on LinkedIn with case studies of other B2B leaders using Cyance to shorten their sales cycles. This kept Cyance top-of-mind during the long evaluation process, significantly lowering the overall CAC.

The Results

By shifting the focus from “clicks” to “qualified pipeline,” we achieved:

• 65% Increase in Pipeline Value: Leads were larger, high-value enterprise accounts.
• 23% Growth in MRR: Direct revenue growth attributed to the new paid media strategy.
• 42% Decrease in CAC: We eliminated wasted spend on low-intent keywords and focused on high-conversion ABM.
• Proven ROI: With HubSpot fully synced, Cyance now knows exactly which ads generate the highest LTV (Lifetime Value).

If you’d like to learn more about how our SaaS PPC agency helps B2B SaaS and Tech companies grow their MRR through LinkedIn advertising, contact us online or send us an email today at info@getuplead.com to speak with someone on our team.