BACKGROUND
This project was for a client in the digital health SaaS space, running alongside a Google conquesting campaign for the same brand. The goal was to build credibility and pipeline with clinical operations leads earlier in the buying journey, before active search intent was declared.
I wrote a sponsored content ad that leads with a specific, credible statistic before offering a practical guide with no product pitch attached, because a senior NHS or private clinic audience will not engage with a download that feels like a sales funnel entry point. The cross-platform strategy was built into the brief from the start: LinkedIn builds the pipeline, Google captures it when intent is declared. The result was a LinkedIn ad doing a different and earlier job in the funnel than the search campaign, with consistent brand voice across both.
