Demand Gen Consulting
Most demand gen consulting engagements start and end with a slide deck full of frameworks. Ours start with your CRM data and end with pipeline you can tie back to specific campaigns, channels, and dollars spent.
Osric Digital is a B2B paid media agency that builds demand gen programs on Google Ads and LinkedIn Ads, designed to generate pipeline and closed revenue, not just leads. We work with B2B tech and services companies that need a paid media partner who understands the full journey from first impression to closed-won deal.
If your team is evaluating demand gen consulting options, here's how we think about it, and what the results actually look like.
How Osric Digital Approaches Demand Gen
Demand gen isn't a single channel or campaign type. It's the full program — brand awareness through demand capture — running in coordination so every dollar is intentional.Here's how we structure it:
Campaign architecture built around pipeline stages, not just last-click conversions.
We design campaigns that map to how your buyers actually move through a purchase decision. That means separate campaign layers for cold account targeting, mid-funnel engagement, and bottom-funnel demand capture — each with its own KPIs, creative, and bidding strategy. We're not optimizing for the cheapest CPL. We're optimizing for the pipeline and revenue that come out the other end.
CRM integration from day one.
We import HubSpot or Salesforce deal-stage data directly into your ad platforms via offline conversion imports and GCLID tracking. This lets us optimize campaigns against actual pipeline and closed-won revenue — not form fills. It also means your reporting ties ad spend to real business outcomes, not vanity metrics.
Channel strategy that matches how B2B buyers behave.
B2B Google Ads captures demand from buyers already in-market and searching for solutions. LinkedIn Ads creates demand among the buying committee at your target accounts through ABM targeting and thought leader ads. Meta fills the retargeting gap — keeping your brand in front of prospects across the buying cycle. Each channel has a role. We coordinate them so they compound rather than compete.
Landing pages aligned to search intent.
Every keyword theme gets a dedicated, conversion-optimized landing page. We don't send high-intent paid traffic to your homepage. We build pages with clear value propositions, social proof, and a single conversion action — segmented by ad group and intent.
Results: $987K Pipeline from Full-Funnel Paid Media
A premium B2B podcast production studio had achieved product-market fit but needed to scale beyond referrals and outbound. The goal: build a paid media program that could both create demand among enterprise buyers who weren't searching yet and capture demand from those who were.
Demand Capture via Google Ads
We built a performance-driven Google Ads program targeting high-intent commercial keywords. Exact match targeting kept spend focused on buyers actively searching for podcast production services, while a library of 814 negative keywords filtered out irrelevant traffic. Conversion tracking tied directly to Salesforce so we could measure pipeline, not just form fills.
$573,400 in pipeline from $9,937 in Google Ads spend over 6 months — a 58x pipeline-to-spend ratio. 66% of conversions became Salesforce leads, and 25% generated pipeline opportunities.
Demand Creation via LinkedIn ABM
Google Ads captured buyers already in-market, but the client wanted to proactively reach the buying committee at top-tier tech companies — not just marketing leadership. We designed a multi-layer LinkedIn Ads ABM campaign using uploaded company lists and account-based targeting. Thought leader ads used the founder as the face of the campaign. Cross-channel remarketing coordinated with Google Ads to maintain presence through the buying cycle.
$414,500 in pipeline from $21,460 in LinkedIn spend over 7 months — a 19x pipeline-to-spend ratio and a projected 3.9x ROAS at a 20% close rate. Thought leader ads drove 59% of total conversions on just 30% of the budget at $60 per conversion.
Why This Works
Two channels, one coordinated program. Google Ads filled the LinkedIn retargeting lists with high-intent traffic. LinkedIn built trust and brand recognition with the buying committee before they ever hit a landing page. Combined: $987K in pipeline across both channels for a B2B company spending under $5K/month in total ad spend.
Who We Work With
Two channels, one coordinated program. Google Ads filled the LinkedIn retargeting lists with high-intent traffic. LinkedIn built trust and brand recognition with the buying committee before they ever hit a landing page. Combined: $987K in pipeline across both channels for a B2B company spending under $5K/month in total ad spend.
Ready to talk? Book a free consultation and we'll walk through your current demand gen setup, where the gaps are, and whether paid media can move the needle on your pipeline.