[Case Study: B2B SaaS, $90K Monthly Program] A B2B SaaS company spending $90K/month on LinkedIn and Google Ads used last-click attribution, which heavily credited LinkedIn’s bottom-funnel content. Bayesian MMM identified LinkedIn’s role as primarily awareness — it was influencing Google searches that last-click then credited to Google. After separating the channels by funnel stage and reallocating 25% of LinkedIn budget to upper-funnel Google targeting, demo requests increased 28% while cost-per-demo dropped from $340 to $218. The model showed LinkedIn’s actual contribution was 2.4× what last-click reported.
Further Reading & Sources
- Gartner — research and consulting
- Forrester Research — research and advisory
- eMarketer — market research and analytics
- Deloitte — professional services and consulting
- Meta Marketing Science — marketing science research
A Practical Next Step
Use this article as a decision prompt, not just background reading. Pick one current campaign, channel, or budget question that matches the issue here. Write down what the dashboard says, what the business result says, and what you would change if you trusted the business result more. That small exercise usually reveals the next sensible move.
Owner’s Checklist
Follow the path like a customer. Does the ad promise match the page? Is the offer specific? Is the form reasonable? Does the lead reach the right person quickly? Many lead problems are not traffic problems; they are handoff problems.
Budget Decision
Do not buy more traffic into a leaky funnel. Fix the conversion path first, then scale the campaigns that produce qualified leads, booked calls, and revenue instead of just clicks or form fills.
Owner’s Checklist
Follow the path like a customer. Does the ad promise match the page? Is the offer specific? Is the form reasonable? Does the lead reach the right person quickly? Many lead problems are not traffic problems; they are handoff problems.
Budget Decision
Do not buy more traffic into a leaky funnel. Fix the conversion path first, then scale the campaigns that produce qualified leads, booked calls, and revenue instead of just clicks or form fills.
What to Do This Week
Take one practical step with the lead path from ad click to qualified conversation. Pull the last 30 to 90 days of spend, revenue, qualified leads, and any notes about promotions or sales changes. Then write one sentence that explains what you believe is happening. For example: “This channel is creating new demand,” “this campaign is capturing demand we already had,” or “this spend is not showing up in qualified outcomes.”
Next, choose a small test that could prove or disprove that sentence. That might mean trimming budget by 10%, changing the offer, separating branded from non-branded traffic, improving the landing page, or comparing platform-reported conversions with CRM results. Keep the test narrow enough that you can learn from it.
Once the path from click to qualified conversation is visible, the next improvement usually becomes obvious: fix the page, fix the offer, or stop buying traffic that never had a chance.
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