Paid media budget grew from €250K a year to €1.4M. Over the same period 10 closed-won deals worth €47.8M had a paid touch, from €924K of spend.

The challenge

Enfuce sells card issuing and payments infrastructure to banks, fintechs and fleet operators across Europe: long, multi-stakeholder deals. Paid media generated a steady flow of leads, but leads were not the point. The board needed to know which channels reached the accounts that became pipeline and revenue, and in-platform cost per lead gave the wrong answer.

The approach

Make the CRM the single source of truth. Count every MQL, SQL, opportunity and won deal from the CRM with the paid touch recorded against it, show platform signals separately, rebuild LinkedIn by market so budget and creative can be managed by geography, keep Google trained on CRM outcomes, and give the client a live portal so the pipeline view is always available.

What I did

• Built a paid media and pipeline reporting portal showing spend to lead to MQL to SQL to opportunity to customer, weekly and monthly, with channel and campaign drill-down.
• Connected Dreamdata so account reach and stage progression could be tied to LinkedIn and Google exposure rather than last click.
• Restructured LinkedIn from combined vertical campaigns into market-level campaigns across DACH, UK and Ireland, Nordics, France and Benelux, Iberia and developing markets, with video, traffic and document ad formats budgeted per cluster.
• Ran account-based matched audiences and exclusions on LinkedIn, and fed CRM outcomes back to Google so bidding learns from qualified leads.
• Set up weekly budget pacing against the media plan, by plan line, with projected month-end landing.
• Produced a weekly performance update for the head of marketing covering CRM outcomes, channel breakdown and actions.

The outcome

• The paid media budget went from €250K to €1.4M a year because the CRM reporting showed the board what paid was reaching and what those accounts went on to do.
• Known accounts reached by paid grew from 1,330 a quarter in Q1 2025 to 4,678 in Q3 2026, and MQLs with a paid touch from 2 a quarter to 49 to 88.
• In HubSpot's own attribution for 2026, Google produced 77% of leads and LinkedIn 23%, but LinkedIn produced 3 of the 4 opportunities: the CRM view reversed the decision cost per lead would have made.
• The client has a live portal with the full funnel from spend to customer, which replaced a weekly spreadsheet.

Attribution limitations

An ad touch means the account was reached by paid before the stage, not that paid sourced the deal, and a record touched by both channels is counted in each. Won values are full contract values driven by a few large deals. Enterprise sales cycles run many months, so 2026 opportunities and wins lag spend, and 2025 exposure figures are likely understated while LinkedIn company data was still building.