220% more leads from sharply targeted technical demand generation
Global Google Ads and LinkedIn campaigns aimed at IT decision-makers, backed by conversion-optimised landing pages and continuous testing.
Network technology · Global (USA & Canada focus)
- More leads in 6 months
- 220%
- Lower cost per lead
- 40%
Endace Technologies
Network visibility and packet capture
Global, USA and Canada focus
Paid search, LinkedIn, CRO, display
220% more leads, 40% lower cost per lead
- Drag
- Reaching IT decision-makers in government, military and airport sectors needed sharper targeting than generic campaigns could deliver.
- System
- Global Google Ads and LinkedIn campaigns targeting IT professionals, with conversion-optimised landing pages and A/B testing.
- Return
- 220% more leads in 6 months and a 40% lower cost per lead.
A technical product and a very specific buyer
Endace is a leader in network visibility and full packet capture, selling to CIOs, security engineers and system administrators, and integrating with tools like Cisco, Splunk and Palo Alto. Reaching IT decision-makers in government, military and airport sectors needed far sharper targeting than generic campaigns could deliver — the audience is small, technical and sceptical of marketing language.
A narrow, senior audience
CIOs, security engineers and sysadmins in tightly regulated sectors.
Generic campaigns wasted spend
Broad targeting reached volume, not the people who make the decision.
Technical credibility required
The message had to hold up in front of engineers, not just marketers.
Precision targeting plus pages built to convert
We ran coordinated paid campaigns aimed squarely at IT professionals in the USA and Canada, and rebuilt the landing experience so qualified traffic converted.
Global Google Ads and LinkedIn
Campaigns targeting IT professionals by role, seniority and sector.
Conversion-optimised landing pages
Pages written for a technical audience and built around a single action.
Continuous A/B testing
Message, creative and page structure tested rather than assumed.
Display and social outreach
Sustained presence in front of a small, high-value audience.
Sector-specific positioning
Brand positioning tailored to government, military and airport buyers.
More qualified leads, at a lower cost
220% more leads in six months and a 40% lower cost per lead — better targeting and better landing pages compounding rather than trading off against each other.
- More leads in 6 months
- 220%
- Lower cost per lead
- 40%
Why this matters in technical B2B
When the addressable audience is measured in thousands rather than millions, precision beats reach. Every impression should be aimed at someone who could actually sign.
Targeting is the biggest lever
Cost per lead falls fastest when you stop paying for the wrong audience.
Landing pages carry the technical argument
Engineers convert on substance, not slogans.
Testing compounds
Small, continuous gains outperform occasional campaign relaunches.
Related capabilities
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