Sirenum
B2B SaaS, workforce management for staffing agencies
Sirenum was spending €11K/month on Google Ads with a 45-day sales cycle. Their workforce management platform helps staffing agencies schedule, track, and pay temporary workers. 70% of leads were small recruitment firms looking for a free scheduling tool.
€11K Google Ads
Salesforce
Sales-led, 45-60 day cycle
B2B complex sale
The situation
Right product. Wrong leads.
The real buyers (Operations Directors at 100+ employee staffing agencies) weren't being reached. One generic campaign, no segmentation by agency size. CAC was at €412 and rising.
What we found
4 structural problems in the account
Leads were micro-agencies, not mid-market staffing firms with real budget.
No distinction between small and enterprise targeting. A 3-person agency and a 500-person staffing company got the same ads.
Salesforce not connected to Google Ads. No pipeline visibility.
Last-click attribution missing the multi-touch reality of a 45-day enterprise sale.
What we did
From audit to pipeline in 4 weeks
Salesforce + Google Ads audit
Mapped which keywords produced Closed-Won vs dead leads. Identified the gap between micro-agency and enterprise targeting.
Full offline conversion pipeline
SQL → Opportunity → Closed-Won with deal values. Daily automatic sync via native Salesforce integration.
Segment-specific campaigns
Campaigns restructured by agency size (small/mid-market/enterprise) and by keyword intent ('workforce management for staffing agencies', 'temp worker scheduling software', 'staffing agency compliance platform'). Segment-specific landing pages.
Value-based bidding
tROAS on actual deal values. Algorithm prioritized clicks from larger agencies with higher ACV.
Results
After 90 days
All metrics measured against the 90-day baseline period before engagement.
“What surprised us was how quickly the algorithm recalibrated once we started feeding it real pipeline data. The leads we get now are completely different.”
VP of Growth
Want results like these?
Book a free 20-min audit call. We'll look at your account and tell you exactly what's costing you pipeline.
Book a free 20-min audit →