From Zero to $285K in Pipeline: RunReveal's First 5 Months of Paid Ads

The challenge

RunReveal had never run paid ads before this engagement. As a young SIEM (Security Information and Event Management) company selling into a category with plenty of noise (SIEM buyers are used to being marketed at by well-funded incumbents), the challenge was building the Paid Channel from nothing.

Our approach

We stood up both Google Ads and LinkedIn Ads from a blank account:

• Google Ads — three campaign categories: brand (direct-intent traffic), core keywords (in-market buyers searching the category), and competitor campaigns.
• LinkedIn Ads — four campaign types: ABM targeting large target accounts, Books of Business targeting a wider base of smaller companies, a campaign targeting customers of a complementary tool, and remarketing to bring back engaged visitors who hadn’t converted.

Spend ramped deliberately over the five months as we validated what was converting, rather than launching at scale on day one.

The results

In five months, on a channel that didn’t exist before this engagement:

• $64,000 in combined Google + LinkedIn Ads spend
• $285,000 in sales pipeline generated
• 4.5x pipeline on spend