Re-Flow Field Management
Google Ads, LinkedIn Ads
& CRM Integration
Discover how One PPC improved lead quality, reduced cost per sale, and synced CRM data to optimise campaigns—supercharging ROI across platforms.
RE-FLOW FIELD MANAGEMENT
Back Story & Challenge
Re‑flow provides field operations software to industries like civils, traffic management, and construction in the UK—enabling real-time job scheduling, form submission, asset tracking, and compliance reporting. Despite its digital-first offering, Re‑flow struggled to generate qualified sales leads through digital ads. Previous campaigns on Google and LinkedIn delivered volume—but low lead quality and no tracking of downstream deals limited optimisation.
They lacked reliable tracking between online campaigns and offline revenue—making it difficult to optimise performance or scale profitably. The primary goal was clear:
Increase leads via the website
Improve lead quality and tie revenue back into Google Ads and LinkedIn Ads
Reduce cost per sale by making advertising more profitable
Following our initial review and analysis, key areas we identified included:
- Restructure campaigns with high-intent keywords and audience targeting to boost efficiency.
- Measure actual sales outcomes—not just form fills
- Reduce cost per customer and improve campaign efficiency
Solution
We integrated HubSpot CRM with both Google Ads and LinkedIn Ads to enable offline conversion tracking and train ad platforms to identify and prioritise high-quality leads. As contacts moved through lifecycle stages or closed as sales, both lead stage and revenue data were synced back into Google Ads. For LinkedIn, we used this data to refine audience targeting and creative sequencing. This allowed us to optimise campaigns based on actual customer value—not just form submissions—resulting in stronger lead quality, higher conversion rates, and improved ROI across both platforms.
Google & LinkedIn Ads Optimisation
Account Audit & Restructure
We removed redundant keywords and restructured campaigns by core product lines (e.g., bifold doors, sliding doors, windows), improving clarity, performance, and scalability.
Keyword & Audience Expansion
Introduced long-tail, intent-driven keywords and tested new audiences on LinkedIn, targeting job titles and sectors most aligned with purchase intent.
Lead Quality Optimisation
We trained Google’s AI by assigning scoring values to leads: 1 point for an online form, 2 points for qualified leads, and 3 points for closed sales. This enabled smarter bidding based on actual conversion value. LinkedIn audiences were refined using CRM feedback to exclude unqualified segments and double down on high-performing sectors.
Bidding Strategy
Tested both manual bidding and automated strategies (Target CPA/ROAS) across platforms, gradually shifting budget to the most efficient bidding models.
Landing Page & Creative Testing
A/B tested landing pages to boost conversion rates and tested different ad creatives on LinkedIn to improve engagement and lead volume.
Types of Campaigns:
Google Search
Targeted high-intent search queries around “field management software,” “construction software”.
LinkedIn Ads
Served Sponsored Content and InMail to decision-makers in construction, infrastructure, and highway management sectors.
CRM Audiences
Synced dynamic audiences directly from the CRM, enabling us to retarget leads based on lifecycle stage, deal status, and engagement history.
Offline Events
Synced qualified leads, booked demos, and closed sales from the CRM into Google and LinkedIn Ads to attribute revenue and optimise campaign performance.
Results
Thanks to integration between CRM and Google Ads & LinkedIn Ads, plus our refined account strategy:
Lead Quality: 35% uplift in qualified leads
ROAS: Hit 600% across Google Ads and LinkedIn campaigns
Sales Attribution: Generated longer sales cycle revenue properly tracked, allowing data-driven optimisation
Improved Campaign Measurement: Greater transparency of advertising results.
🔍 ROI Visibility: With accurate revenue attribution, we optimised for real ROI—not just leads
Ad Spend Efficiency: Budget scaled by 150% while maintaining profitability
Book FREE Consultation Now!
Have questions? Schedule a free 15–30 minute call so we can learn about your business and gather the context needed before providing tailored recommendations.