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Google AdsMeta AdsHubSpotLooker StudioSegment

B2B SaaS Company

Running paid on two platforms but couldn't connect ad spend to closed-won revenue. Marketing and sales were pointing fingers.

4.2x
ROAS Improvement
$4K/mo
Saved in Wasted Spend
1
Source of Truth (was 4)
23%
Faster Sales Cycle

The Challenge

  • •Four separate reports that never matched: Google Ads, Meta, HubSpot, and a custom spreadsheet
  • •No single source of truth — every Monday meeting started with "whose numbers are right?"
  • •Marketing measured MQLs, sales measured SQLs, finance measured revenue — zero alignment
  • •Meta was reporting 3x more conversions than Google but nobody knew which was actually accurate
  • •Trial-to-paid conversion rate was a mystery — attributed to "brand awareness"

The Solution

Unified analytics dashboard with full-funnel visibility from ad click to closed revenue.

  • Standardized UTM taxonomy across all campaigns with documented naming conventions
  • Implemented proper conversion tracking: trial start, activation, and purchase events
  • Set up HubSpot workflow automation for lead scoring and sales handoff
  • Connected Google Ads and Meta to HubSpot for offline conversion import
  • Built comprehensive Looker Studio dashboard with channel comparison, cohort analysis, and CAC payback views
  • Created automated weekly email digest for executive team
"We went from four different reports to one dashboard that everyone trusts. The marketing vs. sales blame game is over. We actually know what works now, and we've cut our CAC by almost half."
VP of Marketing
B2B SaaS Company

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