Enterprise Paid Media Drives 125% Lead Growth and 12x Cost Efficiency

A global enterprise solutions provider focused on generating high-quality, sales-ready pipelines through performance-driven digital demand generation programs.

Underperforming Paid Media Limiting Pipeline Growth

The client’s paid media campaigns were delivering high costs and low pipeline impact. Rising cost-per-click and inefficient targeting reduced ROI, while fragmented campaign structures limited scalability.

Lack of alignment between campaign metrics and revenue outcomes made it difficult to measure true business impact. Paid media functioned as a cost center rather than a growth driver.

The client needed a structured, data-driven approach to reduce costs, improve lead quality, and build a scalable, revenue-aligned pipeline engine.

Performance-Led Paid Media Transformation

Sutherland implemented a structured paid media transformation to align campaigns with revenue outcomes and improve efficiency across channels.

Campaign Architecture Redesign
Rebuilt campaign structures around industries, personas, and funnel stages to improve targeting precision, Quality Scores, and budget allocation.

Intent-Led Targeting Strategy
Leveraged first-party data, historical performance insights, and high-intent keyword clusters to reduce wasted spend and focus on high-propensity accounts.

Full-Funnel Media Orchestration
Integrated search, display, and LinkedIn campaigns to support demand capture, retargeting, and account-based marketing across buying stages.

Governance and Optimization Framework
Established a continuous optimization cadence including bid adjustments, creative testing, and cross-channel performance analysis.

Revenue-Aligned Measurement Model
Shifted reporting from platform metrics to pipeline and revenue contribution, enabling clear visibility into business impact.