The challenge
Orbitly was spending heavily on paid search and LinkedIn, and the dashboard looked healthy. Demos were being booked every week. But sales kept saying the same thing: most of those calls were never going to close, and nobody could say which campaigns were bringing in the ones that would.
The brief was direct: book fewer demos if you have to, but make every one of them count. That meant fixing what was being measured before changing a single bid.
What we did
We rebuilt the account around qualified demos instead of form fills:
- Tracking rebuild: CRM stages fed back into the ad platforms, so campaigns were judged on pipeline, not clicks.
- Account restructure: Campaigns split by buyer intent, with budgets capped until each one proved it could produce qualified demos.
- Creative testing: A weekly loop of ad variants, each testing one clear hypothesis.
- Landing page tests: Every top-spend campaign sent to a page built for that exact promise.
