ARR Doubled, Demos Tripled
A full-funnel paid strategy across LinkedIn, Meta and Google took Credentially, a healthcare compliance SaaS, from £600K to £1.2M ARR and tripled its monthly demo bookings.
Automated onboarding and compliance for healthcare teams.
Credentially is a digital platform that streamlines onboarding and compliance for healthcare professionals. It automates credentialing, background checks and training, cutting admin time and keeping organisations compliant.
The brief was growth: book more inbound demo requests through Credentially.io to build pipeline toward a £1.2M ARR target, reaching distinct Ideal Customer Profiles across several healthcare verticals.
Book more demos and feed the pipeline.
Credentially needed more inbound demo requests booked through the website. That pipeline had to push the business toward a £1.2M ARR target across several healthcare verticals.
Scope of work
Strategise, design & execute- Reach and engage Credentially's ICPs across multiple verticals
- Build advertising campaigns tailored to each healthcare segment
- Continuously optimise toward booked demo requests
Deliverables
What we producedResearch first, then full-funnel across three channels.
We started with customer research, then ran campaigns across LinkedIn, Meta and Google with messaging tailored to three distinct healthcare ICP verticals.
What the research determined
What it told us- Messaging for 3 ICP verticals
- Platforms to advertise on
- Creative types to produce
- Competitors to position against
From research to execution
Briefs & positioning- Creative briefs for both statics and video
- Ad copy that educates the market
- Positioning Credentially as the go-to SaaS in healthcare recruitment
- TOF, Educational: blogs, PR, podcast clips, thought-leader ads
- TOF, Brand awareness
- BOF, Educational: testimonials, walkthroughs, reviews, expert advice
- BOF, CTA: USP infographics, "Book a demo"
Meta
- Creative testing campaigns
- Brand awareness
- Retargeting
- Catalogue / dynamic retargeting
- Creative: static, video, lifestyle, product, infographic, UGC
- Search, General keywords for onboarding problems/solutions
- Search, Brand campaigns capturing LinkedIn + Meta demand
- Display, YouTube & banner retargeting
Creative tuned to each channel & vertical.
Educational and thought-leadership ads for LinkedIn, testing and retargeting creative for Meta, and high-intent search ads for Google.
LinkedIn, Educational & Demo Creative
Thought-leadership and educational ads that build authority, then drive the "Book a demo" CTA.
Meta, Testing & Retargeting Creative
A spread of static, video, lifestyle, product and UGC formats fed continuous creative testing.
Google, Search Ads
High-intent search ads captured demand from prospects researching onboarding & compliance, with brand search recapturing the audience built on LinkedIn and Meta.
Creative ownership
The campaign creative shown here was produced by Credentially. Fluid DM led customer research, creative briefing, ad copywriting, campaign buildout and optimisation across all three platforms.
What actually moved the numbers.
Growth came from a handful of specific moves: tighter ICP targeting, tracking we could trust, and ad copy rewritten from real demo-call objections.
Identifying ICPs
Research pinpointed the Ideal Customer Profiles in each industry, so we could build a dedicated campaign per vertical.
Enhanced tracking
Fixed the tracking so every campaign could be measured properly and optimised on real data.
Demo-call data
What prospects said on demo calls fed back into the ad copy, sharpening how we positioned Credentially for each industry.
Educational content
Blogs and PR articles built credibility and pulled in prospects higher up the funnel.
Breaking into the US
We took the same approach into the US market and grew there too.
July '22 vs Jan '23, by the numbers.
Demo bookings tripled and ARR doubled, while monthly spend barely moved.
LinkedIn demos booked, by month
A full-funnel engine that doubled the business.
Paid campaigns across LinkedIn, Meta and Google tripled monthly demo bookings and doubled ARR, while monthly spend barely moved. We built it on customer research and kept rewriting the ads from what we heard on demo calls. The same approach later carried Credentially into the US market.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for demos.
Start building the pipeline.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute discovery call, no pitch, just a clear path to qualified demos every week.
Apply To Work With Us
