Paid Ads That Feed Your Sales Pipeline
Not vanity metrics. Not brand awareness. Real pipeline that feeds your sales process. We run Google, Meta, LinkedIn and YouTube campaigns. They capture demand, build audiences and automate the follow-up.
Why Most Advertising Agencies Get It Wrong
Most advertising agencies are stuck in 2019. They run the same playbook they always have, and their clients pay the price.
The result? You spend thousands on ads, get a PDF report full of vanity metrics and have nothing to show in your pipeline. Then you conclude that "ads don't work" for your business.
What Sales-Led Advertising Does Differently
Sales-led advertising connects your ad spend directly to your sales pipeline. Every campaign is built to generate leads that your team can actually work.
CRM-Connected Campaigns
Your ad platforms talk to your CRM. When a lead converts, it flows straight into your sales pipeline with full attribution. Your sales team sees exactly where the lead came from, what they engaged with and how warm they are.
No more leads falling through the cracks. Every dollar of ad spend is traceable to pipeline.
AI-Powered Audience Intelligence
Modern ad platforms run sophisticated AI in the background. Meta's Andromeda system processes over 10,000 ads per second to match ads with the right person at the right time. Google's Performance Max uses machine learning across every Google surface. But these systems need quality data and proper structure to work.
Feed the algorithm better data and it finds better prospects. That's the game now.
Audience Building, Not Just Targeting
Traditional agencies target a fixed audience and exhaust it. Sales-led advertising builds audiences through engagement. Every person who watches your video, reads your content or visits your site becomes part of a growing retargeting pool that gets smarter over time.
Your audience compounds. Month over month, the pool of warm prospects grows larger.
Revenue Attribution, Not Vanity Metrics
We track from ad click to closed deal. Not just leads generated, but leads qualified, opportunities created and revenue closed. If a campaign generates clicks but no pipeline, it gets cut. If it generates fewer clicks but higher quality leads, it gets scaled.
You know exactly what your ad spend is producing. No guessing.
The Platforms Have Changed. Most Agencies Haven't.
Meta, Google and LinkedIn have invested billions in AI-powered ad delivery. The platforms are smarter than ever. But they need the right inputs to perform.
Meta (Andromeda)
Meta's Andromeda AI retrieval engine processes ads and content to match the right message to the right person. It evaluates creative quality, audience signals and engagement patterns in real-time. When you feed it quality creative and proper conversion data, it finds your ideal customers at scale.
The AI works in the background to push your ads to increasingly specific audiences. But only if you give it the right signals.
Google (Performance Max)
Google's AI distributes your ads across Search, YouTube, Display, Discovery, Gmail and Maps. It learns from conversion data to optimise placement and bidding automatically. With proper tracking, it gets smarter with every conversion.
Machine learning finds buyers across every Google surface. But it needs clean conversion data to learn.
LinkedIn (Predictive Audiences)
LinkedIn's AI builds lookalike audiences from your CRM data and website visitors. It identifies professionals who match your best customers based on job function, seniority, company size and engagement behaviour.
B2B targeting that gets sharper as your CRM data improves.
The common thread? AI needs data. Clean tracking. Proper conversion events. CRM integration. Quality creative. When these inputs are right, the platforms do the heavy lifting. When they're wrong, the AI optimises in the wrong direction and your budget burns.
The Three-Step Funnel
Most businesses run a single campaign type: bottom-of-funnel direct response. That only reaches the 3-5% of your market actively looking to buy. The three-step funnel captures the other 95%.
Each step builds on the last. Discovery creates awareness. Consideration builds trust. Conversion captures demand. The audience grows at every stage, creating a compounding asset that gets more valuable over time.
Discovery
Top of Funnel
Goal: Get on their radar. Make them aware you exist.
Run campaigns that get your content in front of the right people. Focus on value-first messaging. No selling yet. Build custom audiences based on engagement. Test different hooks and angles to find what resonates.
What we run
- Short-form video content that educates or entertains
- Promoted blog posts and guides
- Thought leadership from your team
- Industry insights and data-driven content
What we measure
- Cost per engaged user
- Video view rates and watch time
- Audience growth rate
- Content engagement rate
Outcome: You build a pool of people who know you, have consumed your content and have shown interest in your space. This becomes your retargeting audience for step two.
Consideration
Middle of Funnel
Goal: Build trust and position you as the obvious choice.
Retarget people who engaged with discovery content. Drive them to lead magnets, website resources or DMs. Nurture through value-based content. Segment based on interest and behaviour.
What we run
- Lead magnets (guides, templates, checklists)
- Case studies and social proof
- Webinar and event registrations
- DM campaigns on supported platforms
What we measure
- Lead magnet download rate
- Email list growth
- Content consumption depth
- Audience segmentation data
Outcome: Prospects have now consumed multiple pieces of your content. They know your expertise. They trust your approach. The conversion ask becomes natural, not forced.
Conversion
Bottom of Funnel
Goal: Turn engaged audience into paying customers.
Target people who've consumed content and engaged multiple times. Direct response campaigns with clear CTAs. Quiz funnels or application forms to qualify leads. Route qualified leads straight to the sales team.
What we run
- Direct response with clear calls to action
- Quiz funnels that qualify and segment
- Application forms for high-ticket services
- Retargeting with testimonials and case studies
What we measure
- Cost per qualified lead
- Lead-to-opportunity conversion rate
- Sales pipeline value from paid channels
- Return on ad spend (ROAS)
Outcome: You're converting warm prospects who already trust you. Conversion rates are 3-5x higher than cold campaigns. Cost per lead is lower. Lead quality is higher.
Each step builds audience. The pool of warm prospects grows larger every month.
The Direct Approach (When Three-Step Doesn't Fit)
Not every business needs a full funnel. If you have clear intent-driven demand, a proven offer and don't produce much content, we go straight to conversion campaigns. Capture existing demand. High-intent messaging. Shortest path from ad to qualified lead.
What's Included
Every Sales-Led Advertising engagement includes strategy, management, creative, tracking and reporting. No hidden costs.
Strategy & Management
- Paid media strategy across appropriate platforms
- Campaign setup and monitoring
- Ongoing optimisation based on performance data
- Monthly reporting (what's working, what's not, what we're changing)
Infrastructure & Tracking
- Full tracking and tagging audit
- Fix broken tags and conversions
- Proper attribution setup
- Data flow verification between platforms
Creative & Messaging
- Up to 10 ad creatives per month
- Static and video creative design
- Ad copywriting and video scripting
- A/B testing variations and platform-specific optimisation
Landing Pages & Funnels
- Briefing and guidance for landing pages
- Quiz funnel and application form strategy
- Can be built by your team or by Njin (separate scope)
- Clear briefs provided regardless
Month-by-Month Execution
Three months minimum. Not because we want a longer contract, but because this is how long it takes to properly test, learn and validate what works.
Pre-Launch
Week 1-2 FoundationKick-off call. Strategy alignment. Platform selection based on audience and goals. Account access. Full tracking audit and fixes. Initial campaign planning.
Month 1
Weeks 3-6 Launch & LearnCampaign setup and testing on primary platforms. Establish baseline performance data. Start building audiences through engagement. Fix any remaining tracking issues.
Month 2
Weeks 7-10 Optimise & ExpandAnalyse what's working. Kill what's not. Expand to additional platforms or audiences. Test new creative and messaging angles. Build remarketing audiences from engagement data.
Month 3
Weeks 11-14 Scale & RefineScale winning campaigns. Launch advanced funnels (quiz, application, segmentation). Implement lead qualification systems. Optimise for quality over volume.
Month 4+
Ongoing Compound & GrowContinuous testing and improvement. Seasonal adjustments. New platform exploration. Advanced segmentation and personalisation. The audience compounds and results improve month over month.
Choose Your Level
Start with an audit to find what's broken. Then choose the management level that fits your needs.
Ads Audit & Conversion Review
Comprehensive audit of paid ads, conversion paths, landing pages and tracking systems with a 14-day improvement plan. Find out what's broken and how to fix it.
Sales-Led Advertising
Paid advertising that generates qualified leads for your sales pipeline. Google, Meta, LinkedIn and YouTube campaigns with strategy, creative, tracking and optimisation. From $5,000/month.
Sales-Led Advertising + Extended Creative
Sales-Led Advertising with expanded creative production. Everything in the base package plus higher volume creative, original video production and advanced testing programs.
Ready to stop wasting ad spend?
Book a call. We'll assess your current setup and tell you what's broken. Then we'll map out a sales-led ad strategy for your business. No obligation.