Rebuild measurement from zero.
GA4, Google Tag Manager and conversion events wired end to end, so every click traces to a lead and every lead to revenue.
WORK / STRATEGY · 2026
B2B intralogistics brand & demand engine
Rebuilt the marketing function of a Swiss B2B subsidiary from zero: analytics, conversion tracking, and a Google Ads restructure that lifted performance 40% while cutting spend by a third.
FIG. 01 client confidential
Marketing had no measurement: no analytics stack, no conversion tracking, no attribution. Campaigns ran on spend and hope, and nobody could say which franc produced which opportunity.
The mandate: make marketing measurable and accountable to pipeline, in a market with 12 to 18 month sales cycles and a demanding engineering audience.
Approach
What I did
Restructure Google Ads around outcomes.
Campaigns rebuilt for qualified demand, not volume. Performance rose 40% while spend fell 33%.
Focus on the accounts that matter.
Named-account plays instead of scattered lead gen, matched to long B2B buying cycles.
Report marketing in pipeline language.
Dashboards the board reads: contribution and cost per opportunity, not clicks and impressions.
What changed
Within a year marketing moved from unmeasurable activity to a predictable, efficient pipeline source the leadership team trusts.
+40%
Campaign performance
−33%
Ad spend
6.33%
CTR on non-brand search