Corporate Travel & Spend Management | Series C Fintech
A global leader in corporate travel and spend management needed to reach finance and procurement buying committees with campaigns that converted interest into qualified pipeline. We built persona-specific LinkedIn and Google campaigns that turned paid media into a measurable revenue engine.
Key Stats
About the Client
This Series C fintech platform is a global leader in corporate travel and spend management solutions, serving enterprise and mid-market companies worldwide. With $500M+ in annual revenue, they help organisations control business spend, streamline travel bookings, and manage expenses through a single digital solution.
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Their solution serves multiple buying personas - from CFOs focused on cost control to procurement leaders managing vendor relationships to travel managers optimising booking efficiency.
The Challenge
The client needed to reach key finance and procurement decision-makers across a complex buying committee to drive high-quality leads with strong conversion rates and measurable revenue impact.
Specific pain points:
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Complex Buying Committee
Deals required buy-in from 5-8 stakeholders - CFOs, Finance Directors, Heads of Procurement, Travel Managers, and Operations Leaders - each with different priorities and pain points.
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Generic Messaging Failing to Convert
Previous campaigns used one-size-fits-all creative that didn't resonate with individual buyer roles. CFOs cared about cost savings; procurement cared about vendor consolidation; travel managers cared about user experience.
Attribution Gaps
The client couldn't clearly connect paid media activities to pipeline and revenue outcomes, making it difficult to prove ROI and optimise budget allocation.
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Need for Multi-Channel Coordination
LinkedIn was driving awareness, but Google Ads (brand + competitor keywords) wasn't being leveraged for high-intent capture at the bottom of the funnel.
Our Approach
We built a persona-led, multi-channel paid media strategy that targeted each buying committee member with relevant messaging and content - while coordinating LinkedIn and Google Ads to cover both awareness and high-intent conversion stages.
1. Built 5 Key Buyer Personas​
We mapped the entire buying committee and created distinct personas:
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CFO: Cost control, budget predictability, ROI
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Finance Director: Process efficiency, reporting, compliance
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Head of Procurement: Vendor consolidation, contract management
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Travel Manager: User experience, booking efficiency, traveler satisfaction
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Operations Lead: Implementation, integration, change management
Each persona received tailored messaging, creative, and landing page experiences.
2. Developed Persona-Specific Creatives, Messaging & Landing Pages
Rather than generic "corporate spend management" ads, we created:
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CFO-focused ads: "Cut Travel & Expense Costs by 23% Without Restricting Employee Spending"
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Procurement-focused ads: "Consolidate 12 Vendor Relationships Into One Unified Spend Platform"
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Travel Manager ads: "Give Your Travelers the Booking Experience They Actually Want to Use"
Each ad variant linked to persona-specific landing pages that addressed role-based pain points and included relevant case studies, ROI calculators, and social proof.
3. Ran LinkedIn Persona Campaigns for Warm Lead Generation
We launched targeted LinkedIn campaigns to reach buying committee members at target accounts:
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Job title + seniority targeting for precise audience segmentation
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Account-based targeting for top 100 enterprise prospects
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Retargeting sequences to nurture engaged prospects over 60-90 days
LinkedIn served as the awareness and consideration engine - getting the brand in front of decision-makers and educating them on solutions.
4. Deployed High-Intent Google Ads (Brand + Competitor) for Immediate Conversions
We built Google Search campaigns to capture buyers actively researching solutions:
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Brand campaigns: Owned searches for the client's name and product terms
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Competitor campaigns: Intercepted prospects searching for alternative solutions
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Category keywords: Targeted "corporate travel management software," "expense management platform," etc.
Google Ads became the conversion engine - capturing prospects who were already aware and ready to evaluate vendors.
The Results
The persona-led, multi-channel approach transformed paid media from a lead generation tool into a revenue-driving engine.
Key Outcomes:
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+74% Total Leads YoY
By targeting the right personas with relevant messaging, we dramatically increased lead volume without increasing budget - proof that message-market fit drives efficiency.
+58% Paid Search Conversions
Google Ads became a high-intent conversion machine. Prospects who clicked from brand and competitor searches converted at significantly higher rates because they were already solution-aware and evaluating vendors.
+36% Lead-to-Opportunity Rate
Better targeting and persona-specific qualification meant sales received leads that were genuinely interested, appropriately senior, and had real buying intent - not just information gatherers.
$6.3M Pipeline Influenced
Multi-touch attribution tracking connected paid media touchpoints to opportunities in the CRM. LinkedIn drove initial awareness, Google captured high-intent searches, and retargeting kept prospects engaged throughout the evaluation cycle.
$2.1M Closed-Won Revenue Attributed to Paid Media
We proved direct revenue impact. Deals closed faster when prospects had multiple touchpoints with persona-relevant content before ever speaking to sales.
What This Proves
Persona-led targeting and creative relevance outperform generic lead generation every time. When you speak directly to a CFO's cost concerns, a procurement leader's vendor consolidation needs, and a travel manager's user experience priorities, separately, you win more deals.
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The Multi-Channel Multiplier Effect:
This same strategy unlocked additional growth opportunities:
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LinkedIn drives awareness and consideration: Gets your brand in front of buying committees, educates them on solutions, and warms cold prospects over time through retargeting
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Google captures high-intent demand: Intercepts prospects at the exact moment they're comparing solutions and ready to evaluate vendors
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Higher conversion rates, faster pipeline velocity: When prospects have multiple touchpoints with persona-relevant content before reaching sales, deals close faster and at higher rates
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This two-channel approach, LinkedIn for buying committee coverage + Google for high-intent capture - became the foundation for scaling paid media across other channels in future campaigns.
Want Results Like These for Your Company?
Stop wasting budget on campaigns that can't prove ROI. Let's build compliance-safe paid media that generates qualified pipeline and measurable revenue.