Airties: 150 leads in three months through a new paid media channel

Airties, a company in the telecoms sector, generated 150 leads in three months and 30 MQLs from the launch of its paid channel, with a cost per MQL that fell in the final month to a level nine times below target. These results come from a setup deployed by Growth Room since June 2026, combining paid acquisition on Google Ads and LinkedIn Ads, in-CRM nurturing and a rebuild of marketing reporting in HubSpot.

About Airties

Airties operates in the telecoms sector. Its business is B2B: it sells to companies, where decisions involve several functions and play out over time.

In this kind of market, the number of companies to address is limited and the decision cycle is long. Contact volume is therefore the wrong measure of performance. What counts is the share of those contacts that turns into real opportunities, and how long that takes.

The starting point

The first need was acquisition. The paid media channel did not exist yet: it had to be launched, with an objective expressed in MQLs and SQLs, not in traffic.

The second need was measurement. Granular reporting did not exist. Without it, there was no way to measure the business impact of marketing activity, either on the existing customer base or on the base of dormant leads. The two projects are linked: launching a channel without being able to read its effects means steering blind.

Growth Ads: launching the paid channel

Google Ads

Google Ads captures demand that is already expressed, through active searches on the subjects the company addresses. It is the most direct entry point when a paid channel starts from zero: the signal exists, it just needs to be covered properly.

LinkedIn Ads

LinkedIn Ads addresses identified profiles and companies, including those not searching yet. In a market with a narrow target, targeting by job function and by company compensates for the low search volume available.

It also makes it possible to reach the same accounts repeatedly across a long decision cycle, rather than depending on the moment a search happens to be run.

Steering on MQLs

Campaigns are steered on MQLs, then on SQLs, not on raw leads. A contact only counts as an MQL once it is qualified. That framing is what makes the drop in cost per MQL readable: in the final month it fell to a level nine times below the target set.

Sales Ops: measuring and reactivating inside the CRM

Rebuilding HubSpot reporting

We built the marketing reporting in HubSpot, at a level of granularity that did not exist before. The point is not to track campaign activity but business impact: what marketing actions produce on the existing customer base and on the base of dormant leads.

That measurement framework is also what makes acquisition decisions possible. Without it, a cost per MQL is just a media figure, disconnected from what happens next in the sales cycle.

In-CRM nurturing

Nurturing runs directly inside the CRM, on the existing database. Dormant leads are not treated as lost contacts but as a stock to reactivate, on the same footing as an inbound lead generated by paid.

This approach avoids paying twice for the same audience. Part of the effort goes to contacts already in the database, whose acquisition cost has already been spent.

Results

• 150 leads generated in three months by the paid channel since launch.
• 30 MQLs generated over that same launch period.
• A cost per MQL nine times below target in the final month measured.

The engagement has been running since June 2026. The approach stays the same: a paid channel judged on the MQLs it produces, reporting granular enough to connect marketing activity to its commercial effect, and an existing database worked as seriously as new contacts.

Working on a B2B acquisition project?

Growth Room launches and runs your B2B acquisition campaigns, with MQL and SQL tracking connected to your CRM. To find out more, discover our LinkedIn Ads agency.