Split Software is the leading product decisions platform for engineering and product teams who want to rapidly and safely deliver valuable software to customers through feature flagging and experimentation. With customers like Salesforce, Twilio, and WePay, Split needed to scale lead generation across Google Ads and LinkedIn Ads — but the existing account wasn’t delivering the volume or efficiency required to fuel their growth.
Split needed to efficiently drive marketing qualified leads across both Google Ads and LinkedIn Ads. The existing Google Ads account lacked the structure and targeting precision needed to scale, and there was no LinkedIn program in place. They needed a partner who could build the full funnel — from top-of-funnel content offers to bottom-of-funnel free signups — and connect the pieces.
We coordinated with Split to identify the strongest top-of-funnel assets and bottom-of-funnel offers, then built conversion-focused landing pages on Unbounce with A/B testing baked in from day one. In Google Ads, we overhauled the campaign structure using SKAGs for hyper-targeted relevance and aggressively culled underperforming keywords. On LinkedIn, we ran ABM campaigns targeting companies and users with demographic and firmographic filters. The overall strategy led with top-of-funnel offers to capture leads, then nurtured them into MQLs through retargeting and HubSpot workflows.
Within three months, Split Software was acquiring substantially more qualified leads at a fraction of the previous cost — while actually spending less overall.
Whether you’re looking to expand your search visibility, generate more qualified leads, or build a scalable acquisition engine, our team can help you turn digital marketing into a reliable growth channel.
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For Split Software, we built a multi-funnel strategy across Google Ads and LinkedIn. We coordinated with Split to identify the strongest top-of-funnel content assets (like O’Reilly ebooks) and bottom-of-funnel offers (free product signups). In Google Ads, we overhauled the campaign structure using SKAGs. On LinkedIn, we ran ABM campaigns targeting companies with demographic and firmographic filters. We built conversion-focused landing pages on Unbounce with A/B testing from day one, and connected everything through HubSpot nurture workflows.
You need content assets for multiple funnel stages. Developers don’t respond to hard sales pitches, so top-of-funnel offers like ebooks, technical guides, or webinars are essential. For Split, O’Reilly ebooks were the top-of-funnel hook. You also need a marketing automation platform (Split used HubSpot) to nurture content leads into MQLs. Finally, landing pages should be built for testing from day one with multiple variants ready to A/B test.
Split saw dramatic improvements within three months. Lead volume grew 775% compared to the previous three months, while costs dropped across the board. The speed came from a full Google Ads restructure, new landing pages with built-in testing, and LinkedIn ABM campaigns all launching simultaneously. For demand generation for developer tools, running search and social together from the start accelerates results.
Split Software saw a 775% increase in lead volume and a 91% decrease in cost per lead, while actually spending 18% less overall. For developer tools and DevOps companies, paid media works when you match the right offer to the right stage of the buyer journey. Leading with valuable content at the top of the funnel and nurturing toward product signups produces significantly better results than going straight for the conversion.
Ideally both, but they serve different roles. Google Ads captures people actively searching for solutions, delivering high-intent leads. LinkedIn lets you proactively reach specific companies and job titles with targeted content. For Split, Google Ads drove bottom-of-funnel signups while LinkedIn drove top-of-funnel content downloads that were nurtured into MQLs. The combined approach produced a 775% increase in leads. The right channel depends on whether your audience is actively searching for your category or needs to be educated about it first.
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