Paid search for engineering-driven companies
Paid search for companies with a six-month sales cycle
Paid search for companies with a six-month sales cycle
Most agencies optimise your Google Ads account toward form submissions, because form submissions arrive quickly and look like progress. If your buying cycle runs for months and involves four people, that number is measuring the wrong thing, and the account gets steadily better at producing leads your sales team will not call back.
Most agencies optimise your Google Ads account toward form submissions, because form submissions arrive quickly and look like progress. If your buying cycle runs for months and involves four people, that number is measuring the wrong thing, and the account gets steadily better at producing leads your sales team will not call back.
Request a Consultation
Request a Consultation
Request a Consultation
The diagnosis
The problem is usually the measurement, not the bidding
The diagnosis
The problem is usually the measurement, not the bidding
The diagnosis
The problem is usually the measurement, not the bidding
When an account underperforms in long-cycle B2B, the cause is rarely the bid strategy. It is that nobody connected the ad platform to what actually happened after the form was submitted. Google optimises toward whatever you tell it to count. Tell it to count form fills and it will find you the cheapest possible form fills, which in this market means students, job seekers, agencies reselling, and buyers in a country you do not serve.
When an account underperforms in long-cycle B2B, the cause is rarely the bid strategy. It is that nobody connected the ad platform to what actually happened after the form was submitted. Google optimises toward whatever you tell it to count. Tell it to count form fills and it will find you the cheapest possible form fills, which in this market means students, job seekers, agencies reselling, and buyers in a country you do not serve.
We rebuilt exactly this for iBanFirst. Paid search there had drawn consumer traffic on everything beyond branded terms. We restructured the campaign architecture across eight countries and five languages, built dedicated landing pages for each, and optimised through HubSpot against completed KYC conversions rather than raw form submissions. The account started buying a different kind of click because it was finally being scored on a different kind of outcome.
We rebuilt exactly this for iBanFirst. Paid search there had drawn consumer traffic on everything beyond branded terms. We restructured the campaign architecture across eight countries and five languages, built dedicated landing pages for each, and optimised through HubSpot against completed KYC conversions rather than raw form submissions. The account started buying a different kind of click because it was finally being scored on a different kind of outcome.
“Pragmatic, no-nonsense and compatible with an ROI-driven view of SEA.”
Jerome Hernad
Head of Marketing Operations, iBanFirst
Send us the account
and the situation
Send us the account
and the situation
We will tell you what we would change and whether we think it is worth doing, before there is any proposal in the conversation.
We will tell you what we would change and whether we think it is worth doing, before there is any proposal in the conversation.
What we actually do
Five things, in this order
Who this works for
We are deliberate about where we work
Cactix performs best with medium to large organisations in technical, engineering-driven, industrial, infrastructure and innovation-focused sectors. The engagements that work best involve companies with an existing marketing function, stable internal structures and leadership that treats marketing as a long-term business function.
The characteristics that matter more than the sector label: high-value transactions, long and formalised buying cycles, formal procurement, multiple stakeholders across technical and commercial functions, and a real need for education before any promotion is worth running.
If your sales cycle closes in a week and your average order value is under five figures, there are agencies better suited to that, and we will say so on the first call rather than three months in.
Proof
Selected Work
Client 1
Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.
Financial Services
Country
Client 1
Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.
Financial Services
Country
Client 2
Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.
Technology
Client 2
Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.
Technology
Client 3
One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.
Technology
Client 3
One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.
Technology
Proof
Selected Work
Client 1
Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.
Financial Services
Country
Client 2
Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.
Technology
Client 3
One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.
Technology