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Increasing Qualified Demo Requests for a Transportation Management Software Company

  • Writer: David Green
    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

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