A Melbourne SaaS company had zero digital marketing and relied entirely on founder networks. We built a LinkedIn Ads pipeline that generated $1.2M in qualified opportunities in 90 days.
Client Overview
A Melbourne-based SaaS company providing project management software for commercial construction teams had grown to $2.8M ARR purely through founder-led sales and referrals. They wanted to build a scalable digital marketing engine to reach their Series A target of $8M ARR.
Why LinkedIn?
Their ideal customer profile (ICP) was: Project Managers, Construction Directors, and CTOs at commercial construction companies with 50–500 employees in Australia. This is precisely the audience LinkedIn’s targeting excels at reaching. Meta and Google couldn’t target by industry + company size + job title with the same accuracy.
Campaign Architecture
Awareness Layer (Thought Leader Ads)
We worked with the founders to produce 3 Thought Leader posts per week from the CEO’s LinkedIn profile. These were strategically crafted to address pain points of their ICP: project overruns, communication failures, compliance documentation nightmares in construction. Average reach: 8,000–15,000 views per post.
Middle Funnel (Sponsored Document Ads)
We created a 12-page “Australian Commercial Construction Efficiency Report 2026” — containing genuine industry data and benchmarks. This was offered as a Document Ad targeting Construction companies 50–500 employees + Project Manager or Director titles in Australia. Cost per download: $38.
Bottom Funnel (Lead Gen Forms)
Retargeting document downloaders and Thought Leader post engagers with Lead Gen Form ads offering a personalised “Project Efficiency Audit” (a 30-minute call with a consultant). Cost per audit booking: $285.
Inbox Sequence (InMail)
For the top 200 target accounts, we ran personalised InMail sequences from the founder’s account — not a company page — offering a personalised demo.
Results at 90 Days
- Pipeline Generated: $1.2M (14 qualified opportunities, average deal size $85K ARR)
- Document Downloads: 314
- Audit Bookings: 47
- Demo-to-Close Rate: 29% (3 deals closed within 90 days)
- Total Ad Spend: $18,600
- Pipeline ROI: 64.5×
See our B2B marketing services: LinkedIn Ads Melbourne · B2B Marketing Melbourne
Industry: SaaS / Technology | Location: Melbourne, VIC | Channel: LinkedIn Ads | Result: $1.2M pipeline in 90 days