Re-Flow

SITUATION

Re-Flow Field Management is a UK-based SaaS provider delivering field operations software to industries such as civils, traffic management, construction, and infrastructure. Its platform enables real-time job scheduling, mobile form submissions, asset tracking, and compliance reporting—making it a digital-first solution in a traditionally offline sector.

Despite strong product-market fit, Re-Flow faced a critical growth constraint: digital advertising was generating volume, not value.

Google Ads and LinkedIn Ads were producing leads, but the majority were unqualified. Crucially, there was no reliable connection between ad platforms and downstream revenue, meaning campaigns were optimised on form fills rather than actual sales outcomes. Long sales cycles further obscured performance, making it difficult to identify which channels, keywords, or audiences were genuinely profitable.

Re-Flow’s objectives were therefore clear and commercially focused:

• Increase inbound leads via the website

• Improve lead quality and sales readiness

• Attribute offline revenue back to Google Ads and LinkedIn Ads

• Reduce cost per sale and enable profitable scaling

An initial audit identified the need for deeper intent targeting, CRM-driven optimisation, and a shift away from surface-level metrics towards true revenue attribution.

SOLUTION

One PPC implemented a CRM-first advertising strategy, integrating CRM with both Google Ads and LinkedIn Ads to create a closed-loop attribution and optimisation framework.

The solution focused on aligning ad spend with actual business outcomes, not just lead volume.

CRM & Offline Conversion Integration

HubSpot lifecycle stages and deal revenue were synced directly into Google Ads as offline conversions.

Lead stages (form submitted → qualified → closed sale) were assigned weighted values to train Google’s AI on lead quality, not just quantity.

CRM data was also used to refine LinkedIn targeting, exclusions, and sequencing.

Google & LinkedIn Ads Optimisation

Full account audit and campaign restructure to improve clarity, intent alignment, and scalability.

Campaigns were rebuilt around high-intent searches such as “field management software” and “construction operations software”.

Long-tail, intent-driven keywords were introduced to reduce wasted spend and improve conversion efficiency.

LinkedIn Ads targeted decision-makers by job title and sector across construction, infrastructure, and highways.

Lead Quality & Bidding Strategy

Lead scoring logic trained Google’s bidding algorithms:

1 point: form submission

2 points: qualified lead

3 points: closed sale with revenue value

Tested manual bidding against automated strategies (Target CPA and ROAS), reallocating budget towards the most efficient models as data matured.

Advanced Audience & Event Syncing

Dynamic CRM audiences synced for lifecycle-based retargeting.

Qualified leads, booked demos, and closed deals imported as offline events into both platforms, enabling optimisation based on real customer value.

OpScaling devised a tailored strategy that leveraged the existing Customer Relationship Management (CRM) system and integrated it with various business applications, thereby covering a wide range of sales and marketing activities. The core elements of this strategy included:

• Lead Capture Automation: Implemented automated systems to capture leads from various touchpoints, such as the company's website, social media platforms, and email campaigns. These leads were then fed into the CRM, allowing for real-time tracking and analysis.

• Follow-Up Sequences: Created automated follow-up sequences to engage with leads at specific intervals, ensuring timely and personalised communication. This approach reduced the need for manual follow-up and helped maintain a consistent brand message.

• Lead Qualification and Assignment: Developed workflows to qualify leads based on predefined criteria, such as engagement level and demographics. Qualified leads were then automatically assigned to the most suitable sales team members, improving the efficiency of the sales process.

• Social Media Postings: Automated the posting of content across various social media platforms, ensuring a consistent online presence. This approach allowed CamperBuyer to maintain active engagement with its audience without manual intervention.

• Lead Scoring: Introduced a lead scoring system to prioritise sales efforts. Leads were scored based on their behaviour, such as website visits, email interactions, and other engagement metrics. This scoring system helped the sales team focus on high-potential leads.

IMPACT

The integration of CRM data with Google Ads and LinkedIn Ads fundamentally changed how performance was measured and optimised.

Key outcomes included:

• 35% uplift in qualified leads, not just raw enquiries

• 30% increase in overall lead volume

• 18% reduction in CPC, driven by improved relevance and intent targeting

• 27% increase in CTR, reflecting stronger message–market alignment

• 4.2% conversion rate, supported by landing page testing and audience refinement

From a commercial perspective:

• ROAS exceeded 600% across Google Ads and LinkedIn campaigns

• Monthly ad spend stabilised at ~£8,000 with clear profitability

• Budget was scaled by 150% while maintaining ROI, enabled by accurate revenue attribution

• Longer B2B sales cycles were fully tracked, providing confidence in scaling decisions

Most importantly, Re-Flow gained true ROI visibility. Campaigns were no longer optimised for leads, but for revenue—allowing data-driven decisions, improved forecasting, and sustainable growth.

This CRM-led advertising framework positioned Re-Flow to scale acquisition predictably while maintaining efficiency, transparency, and profitability.