BACKGROUND
This project was for a client in the B2B talent intelligence SaaS space, building a complete paid acquisition funnel for a new brand from cold awareness through to booked discovery call.
I wrote the full four-stage funnel across LinkedIn, Google Display, Google Search, and email nurture, with a single unifying message adapted for the intent level of each stage rather than repeated verbatim across all four. The LinkedIn ad earns attention from a cold audience without making an ask. The display retargeting acknowledges prior engagement and moves toward a demo. The search ad speaks directly to active evaluators. The email sequence earns the call through value rather than pressure. The result was a cross-platform funnel built around one strategic insight: the same message doesn't work at every stage of the journey, but the same brand should be recognizable at all of them.
