Total paid advertising spend was $543,821, including $449,379 invested in LinkedIn Ads. LinkedIn carried most of the budget, while Google captured active demand and Reddit and ZoomInfo expanded the reach of the program.
01Paid advertisingApril 2025—March 2026
FY2025 Paid Advertising & Pipeline Strategy
I built a full-funnel paid media strategy across LinkedIn, Google, Reddit, and ZoomInfo—balancing demand creation with a clear, defensible view of pipeline impact.
OutcomePaid advertising and demand-generation programs helped produce $10.65M in marketing-sourced pipeline and influenced $14.9M in pipeline, equal to 29% of total pipeline.
Budget allocation
~80%LinkedIn Ads
~15%Google Ads
~5%Reddit + ZoomInfo
The paid media foundation
Connecting media to pipeline
A deal counted as influenced when it became marketing qualified—with qualification completed by a BDR—within 180 days of LinkedIn influence. Influence was grouped into three levels using paid impressions, paid clicks, and paid or organic engagements.
Three levels of influence
10+ paid impressions and 3+ paid clicks and/or 3+ paid or organic engagements.
100+ paid impressions and 3+ clicks or engagements; or 50+ impressions and 5+ clicks or engagements.
500+ paid impressions and 10+ clicks or engagements; or 250+ impressions and 25+ clicks or engagements.
What worked
Prioritizing demand generation
I allocated more budget to brand awareness, educational resources, and case studies. That expanded reach and gave prospects useful reasons to engage before an active buying cycle.
Using ungated assets and thought leadership
Ungated resources and thought-leadership video reduced friction at the top of the funnel, making the content easier to consume and share.
Adding Reddit to the channel mix
Reddit extended brand awareness and drove website visits in a less competitive environment, creating access to lower-cost reach and clicks.
Tools used
LinkedIn AdsGoogle AdsReddit AdsZoomInfoFibblerCAPAC.Pro
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