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Global Employment & Payments Platform | Series B Fintech ($400M Raised)

A global fintech platform with $400M in funding had brand awareness and healthy budgets - but paid media lacked structure, attribution, and lead quality. We rebuilt their entire paid media ecosystem, scaled spend from $900K to $4M monthly, and delivered 69%+ MoM growth on LinkedIn.

Key Stats

About the Client

This Series B fintech platform is a global employment and payments solution that enables companies to hire, pay, and manage talent in over 185 countries. After raising a $400M Series B, the business needed to scale digital acquisition globally while improving lead quality and conversion performance.

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Their buyers include CFOs, HR leaders, and global operations teams at companies expanding internationally - complex, high-value deals with long sales cycles.

The Challenge

Despite strong brand recognition and significant budgets, the client's paid media operations were fundamentally broken.

Specific problems:

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Lack of Structure Across Channels
Campaigns across Google Ads, LinkedIn, Meta, Programmatic, and DOOH had no unified strategy. Each channel operated in isolation with inconsistent messaging, targeting, and goals.

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Attribution Accuracy Was Nonexistent
No UTM tagging, inconsistent conversion tracking, and zero multi-touch attribution meant leadership had no visibility into which campaigns drove pipeline and revenue. Budget allocation was guesswork.

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MQL Disqualification Rates Exceeded 85%
The sales team rejected 85%+ of marketing-generated leads as unqualified - wrong company size, wrong geography, wrong use case, or just tyre-kickers. This destroyed sales and marketing alignment.

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Scalability Constraints
Leadership wanted to scale spend from $900K/month to $4M+/month, but the infrastructure couldn't support it. Without proper tracking, optimisation, and lead quality controls, throwing more money at broken campaigns would just waste budget.

Our Approach

We expanded from LinkedIn-only to a three-channel paid media ecosystem. We rebuilt the customer acquisition journey to remove manual sales friction and embedded a test-and-learn framework to continuously improve performance.

1. Scaled Media Spend Strategically Across 6 Channels

We grew from $900K/month to $4M/month across:

  • Google Ads: Search (brand, category, competitor keywords), Google Display Network, YouTube

  • LinkedIn: Sponsored Content, InMail, Text Ads for buying committee targeting

  • Programmatic Display: Retargeting and account-based display

  • Meta: Facebook/Instagram for top-of-funnel awareness

  • DOOH (Digital Out-of-Home): High-impact brand awareness in key markets

 

Each channel was scaled methodically - only increasing budgets after proving efficiency and conversion quality.

2. Rebuilt All Channel Structures with Proper Tracking

 

We implemented a complete tracking and attribution overhaul:

  • UTM tagging standards for every campaign, ad group, and creative

  • Conversion tracking across the full funnel (form fills, demo requests, trial signups, SQLs)

  • Multi-touch attribution modeling to understand the customer journey from first touch to closed deal

  • CRM integration (Salesforce) so every lead source was visible to sales and marketing

 

For the first time, leadership could see which campaigns generated pipeline and revenue - not just clicks and leads.

3. Improved Lead Quality Through CRO, UX & LPO

 

To solve the 85% MQL disqualification problem, we optimised the post-click experience.

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Landing Page Optimisation (LPO):

  • Added qualifying questions to forms (company size, countries of operation, use case)

  • Created role-specific landing pages (CFO vs. HR vs. Ops Leader)

  • A/B tested form length, copy, and offers to balance volume and quality

Conversion Rate Optimisation (CRO):

  • Redesigned user flows to reduce friction and improve mobile experience

  • Added trust signals (customer logos, security badges, case studies)

  • Improved page speed and technical performance

Click Fraud Prevention:

  • Implemented tools to block bot traffic and invalid clicks

  • Reduced wasted spend on non-human traffic by ~12%

 

The result: leads that actually matched the ICP and converted to opportunities at higher rates.

4. Developed a Multi-Channel Growth Framework

We connected upper-funnel awareness with bottom-funnel demand capture.

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Upper-Funnel Awareness (LinkedIn, DOOH, Meta):

  • Brand building campaigns targeting total addressable market

  • Thought leadership content (guides, webinars, reports)

  • Long-term retargeting sequences to stay top-of-mind

Mid-Funnel Consideration (YouTube, LinkedIn, Display):

  • Educational content (comparison guides, ROI calculators)

  • Customer case studies and testimonials

  • Nurture sequences for engaged-but-not-ready prospects

Bottom-Funnel Demand Capture (Google Search, LinkedIn Retargeting):

  • High-intent keywords (competitors, category terms, solution searches)

  • Retargeting ads for website visitors and engaged prospects

  • Demo and trial offers with clear qualification criteria

 

This framework ensured every dollar spent had a strategic purpose in moving prospects through the funnel.

The Results

Structured scaling and full-funnel integration transformed performance at enterprise level.

Key Outcomes:

 

MQL Disqualification Rate: 85% → 55% in Just 4 Months
By adding qualifying questions, optimising landing pages, and improving targeting, we cut disqualified leads by more than half. Sales teams received leads that matched the ICP and had genuine buying intent.

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69%+ Month-over-Month MQL Growth on LinkedIn
LinkedIn became the fastest-growing channel within 9 months. Buying committee campaigns, persona-specific messaging, and retargeting sequences turned LinkedIn into a pipeline machine. It went from an experimental channel to the #1 source of qualified opportunities.

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Global Ad Spend Scaled 4.4× While Maintaining Efficiency
We grew from $900K/month to $4M/month without sacrificing CAC or lead quality. Proper tracking and optimisation allowed us to scale confidently, reallocating budget to winning campaigns and pausing underperformers.

 

Consistently Exceeded Monthly and Quarterly Lead & Pipeline Targets
With a unified growth framework and reliable attribution, the team consistently hit and exceeded pipeline goals. Demand gen became a predictable growth driver, not a cost centre hoping for results.

What This Proves

Structured scaling and full-funnel integration transform performance, even at enterprise level.

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You can't fix lead quality problems by just spending more money. You need infrastructure: proper tracking, multi-touch attribution, landing page optimisation, and strategic channel coordination.

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The Enterprise Playbook:

  • A unified paid media ecosystem (Meta + Google + LinkedIn + Programmatic) with attribution clarity: Every channel serves a purpose in the funnel, and every touchpoint is tracked to pipeline and revenue

  • Improved lead quality through CRO and landing page optimisation: Forms that pre-qualify, landing pages that educate, and user experiences that build trust

  • A scalable growth engine that converts awareness into funded applications: Upper-funnel brand building feeds mid-funnel consideration, which feeds bottom-funnel conversions - all connected through attribution

 

This is how global fintechs scale paid media efficiently.

Ready to Scale Your Fintech's Paid Media with Structure?

Big budgets don't fix broken campaigns. Proper tracking, lead quality optimisation, and full-funnel strategy do. Let's rebuild your paid media foundation for scalable growth.

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