Increasing Qualified Demo Requests for a Transportation Management Software Company
- David Green
- Apr 29
- 2 min read
31% Increase in demo requests from Google Ads
56% Increase in demo requests from LinkedIn Ads
13% decrease in cost per lead
Overview:
A transportation management software (TMS) company partnered with us to improve the volume and quality of demo requests from their paid media efforts. With rising competition and budget inefficiencies, they needed a smarter approach to reach supply chain decision-makers and drive more conversions. Through value-based conversion tracking, bid optimization, and audience targeting across Google and LinkedIn Ads, we significantly improved lead quality, cut acquisition costs, and scaled qualified demo requests across the board.
Challenge:
The client struggled to align their paid media efforts with their true sales goals. Their previous campaigns treated all leads equally, without distinguishing between high-value prospects and low-intent inquiries. Without value-based optimization or refined targeting by device, geography, and timing, ad spend was being spread too thin. As a result, scaling efficiently and driving qualified demo requests remained a major challenge.
Platforms Leveraged:
Google Ads (Search, Display, Demand Gen)
LinkedIn Ads
Our Tactical Approach:
We focused on building a smarter lead generation system designed to prioritize quality over quantity.
Value-Based Conversion Tracking: We rebuilt the account structure around a conversion model that gave greater weight to high-quality, sales-qualified leads—helping platforms optimize for actual business value.
Bid Optimization by Segment: We audited and refined bidding strategies across device types, regions, and time windows—cutting inefficient spend and reallocating budget to higher-performing segments.
Targeted LinkedIn Campaigns: We launched precise LinkedIn Ads targeting operations, logistics, and supply chain leaders—using a mix of demo CTAs and retargeting to stay top of mind and convert interested buyers.
Robust Audience Development: Across both Google and LinkedIn Ads, we built layered, intent-driven audiences that allowed us to scale reach without sacrificing lead quality—ensuring we stayed visible to high-value prospects throughout the funnel.
Results:
31% increase in demo requests from Google Ads
56% increase in demo requests from LinkedIn Ads
13% decrease in cost per lead
Enhanced overall platform efficiency and stronger conversion rates from mid- and bottom-funnel audiences.
COMPANY NAME:
Transportation Management Software Company
LOCATION:
Ohio, United States
INDUSTRY:
Freight and Logistics Software
KEY GOAL:
B2B Lead Generation