Increasing Qualified Demo Requests for a Transportation Management Software Company

Apr 29, 2025
2 min read

Updated: Oct 30, 2025

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.

Book A Call-
COMPANY NAME:

Transportation Management Software Company

LOCATION:

Ohio, United States

INDUSTRY:

Freight and Logistics Software

KEY GOAL:

B2B Lead Generation

Tags:

google ads

2727 viewsPost not marked as liked