Turning Ad Spend Into Sales Insight: B2B Case Study

Business to Business | Region: Global
Tracking & MeasurementCRM Integration
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Why Choose MarketingLens for B2B Growth?

We help B2B companies connect their marketing spend directly to sales outcomes. By linking Google Ads data with CRM systems, we make it clear which campaigns drive leads that actually convert into revenue. That insight gives teams the confidence to invest where it matters and cut waste where it doesn’t.

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The Challenge

A B2B business with high-value products faced a common issue: most of its sales happened offline, making it difficult to measure the real impact of Google Ads campaigns. Without being able to compare campaign costs with actual sales value, marketing decisions were being made in the dark, risking overspend and missed opportunities.

 

The Approach

MarketingLens built a data framework that connected advertising to outcomes:

  • CRM Integration: Linked Google Ads and CRM data to track leads through to closed sales.

  • Unified Reporting: Combined campaign and sales data into one environment for easier analysis.

  • Custom Dashboards: Delivered clear reports showing regional and account-level performance, highlighting both wins and weak spots.

 

The Results

The new system gave the business a clear picture of how ads translated into sales:

  • Regional visibility, showing which markets were generating the most revenue.

  • Quicker problem-spotting, with underperforming accounts flagged early.

  • Better budget decisions, as spend could now be tied directly to actual sales outcomes.

For this client, marketing spend shifted from a cost to explain into a lever for measurable growth.

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