Still Drowning
in Spreadsheets?
A B2B lead generation campaign built to drive consultation bookings for a workflow automation product — from first search to signed client.
What Was Built, and Why
Carnoco builds workflow automation software for businesses still running on spreadsheets and manual processes. The brief was simple: generate qualified consultation bookings with decision-makers who could genuinely benefit from the product.
As the sole marketer, I was responsible for everything — channel strategy, targeting, creative, copy, and the infrastructure that sat behind the funnel.
Why Search, Not Social
The decision came down to intent. Social advertising interrupts — it places your message in front of people who have not asked for it. Search advertising meets people at the exact moment they are already looking for a solution.
Our audience were active problem-solvers already searching for terms like “workflow automation software” and “replace spreadsheets with apps.” That is what you call strong search intent alignment. LinkedIn ran alongside it for awareness and credibility, but Search was the primary conversion driver.
Campaign timeline and planning overview
Precision Over Reach
Rather than running broad national ads and burning budget on irrelevant clicks — or on bot traffic from outside the UK — I mapped specific locations across Scotland and England where there was a significant density of businesses that could genuinely use the product.
Alongside geographic precision, the keyword strategy focused on cost-per-click efficiency: finding high commercial-intent terms where competition, and therefore cost, was lower.
Two Entry Points
Digital and physical running in parallel — covering the full spectrum of how decision-makers actually encounter new solutions.
Digital Funnel
Google Search ads captured active searches. LinkedIn kept Carnoco visible to decision-makers through organic content and targeted posts.
Physical Invitation
Businesses were approached directly and handed a printed invitation card with a QR code linking straight to the consultation booking page — bypassing digital noise entirely.
Built to Scale
Behind the campaign sat an automated email nurture sequence designed to work the funnel after initial contact. The system scraped business intelligence to personalise outreach at scale — no two emails felt templated.
The infrastructure was fully built and ready to deploy. The business chose to hold off until their product offer was more developed, but the engine was running.
More revenue generated by automated nurture campaigns vs. non-automated equivalents — B2B benchmark, 2025
Numbers That Speak
The leads were not just coming in — they were converting into real business value. A 4:1 LTV:CAC ratio means every pound spent acquiring a customer returned four in lifetime value, against an industry benchmark of 3:1. The clicks were cheap, the intent was high, and the funnel was working.
