Samedi case study
B2B SaaS lead generation with a full-funnel setup
Case study by Jan Wischniewsky
Samedi sells e-health software to medical institutions. Paid media was rebuilt as a three-stage funnel that targets decision-makers only and measures qualified leads instead of form fills.
- Health SaaS, B2B
- Germany
- YouTube
- Meta
- Google Search
+215%
Lead volume
+230%
Sales-qualified leads
-28%
Cost per lead
3.5x
ROAS
Challenge
Campaigns reached patients as well as doctors, so lead volume looked fine but sales quality was poor.
No offline conversion data, so platforms optimised towards any form fill rather than sales-qualified leads.
Approach
Split the funnel by intent: awareness on YouTube and Meta, decision-makers on LinkedIn, high-intent search on Google, and feed sales outcomes back into every platform.
What I did
- Top of funnel: YouTube and Meta Ads for awareness among healthcare professionals
- Middle of funnel: LinkedIn Ads to hospital and clinic decision-makers promoting webinars and case studies
- Bottom of funnel: Google Search on high-intent keywords around healthcare administration software
- Offline conversion tracking and enhanced conversion data connected to CRM lead status
Project scope
- Role
- Hands-on execution
- Services
- Funnel strategy, Campaign build, Offline conversion tracking, Enhanced conversions
Learnings
- Feeding CRM lead status back into the platforms did more for lead quality than any targeting change.
Tools
- Google Ads
- LinkedIn Campaign Manager
- Meta Ads Manager
- YouTube Ads
- GA4
- Google Tag Manager