Succession
Plus,
Australia
Succession Plus is a B2B consulting and advisory firm that helps business owners plan, grow, and successfully exit their businesses.
Specialises in business succession planning, exit strategies, and value maximisation, guiding owners through the process of transitioning ownership, whether through sale, internal transfer, or employee ownership models.
Campaign Setup
Client: Succession+
Industry: Business Advisory / Succession Planning / ESOP
Channels: Google Ads, Meta Ads, LinkedIn Ads
Period Covered: Q1 2026
Website: https://www.succession.plus/en-au
Objective:
Target Market: Australia
Monthly Ad Budget: $6,000 – $8,000
Objective For Q1 of 2025
Generate qualified B2B leads while maintaining efficient cost per acquisition and positive return on ad spend.
The Challenge
Succession+ needed a multi-channel paid media strategy to generate high-intent leads for:
Succession Planning
ESOP advisory services
Business valuation
ESOP webinars
The business required not just lead volume, but clear attribution to pipeline and revenue, making efficiency and CRM integration critical.
Media Plan for Q1 2026
The proposed media plan was designed to generate 21–27 leads per month with a total budget of $7,000, distributed across Google Search, LinkedIn, and Meta to capture demand across the funnel.
Budget Allocation Strategy
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Google Search Ads: $4,000 (57%) → Primary conversion driver
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LinkedIn Ads: $2,000 (29%) → High-quality B2B audience targeting
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Meta Ads: $1,000 (14%) → Cost-efficient lead generation support
Strategy
The campaign structure was designed around full-funnel B2B lead acquisition:
1) High-Intent Search Capture
Google Ads targeted bottom-funnel keywords around:
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succession planning services
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ESOP advisory (Optimise the existing campaign to generate leads more cost-effectively.)
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business valuation consultants
This captured demand from users actively searching for solutions.
2) Mid-Funnel Education
Meta campaigns promoted:
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ESOP service awareness
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webinar registrations
-
lead magnets
Designed to nurture interest and reduce friction before sales conversations.
3) Professional Audience Expansion
LinkedIn campaigns focused on:
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founders
-
business owners
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finance leaders
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succession decision-makers
This improved visibility among niche B2B audiences.
Key improvements made during the campaign:
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Fixed LinkedIn conversion tracking (removed duplicate attribution)
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Reallocated budget toward high-performing Google campaigns
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Improved keyword-to-landing page alignment to boost Quality Score
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Recommended CRO enhancements:
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testimonials
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FAQs
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stronger CTAs
-
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Identified clear budget scaling opportunities
These actions improved both lead quality and cost efficiency.
Google Ad Campaign Performance Q1
Meta Ad Campaign Performance Q1
Linkedin Ads Campaign Performance Q1
Results & Highlights (Q1 2026)
Overall Q1 Pipeline & ROS 2026
Performance Overview (Q1 2026)
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3,383 clicks
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175,722 impressions
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88 total leads
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A$14,895 total ad spend
Google Ads (Primary Driver)
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55 conversions
-
Avg CPA: A$186
Best Campaign: Succession Planning
-
CPA: A$105.50 (most efficient)
Paid Social (Meta + LinkedIn)
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28 conversions
-
Avg CPA: A$166
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Meta: Strong CTR + efficient lead generation
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LinkedIn: High-quality but higher CPA (expected for B2B)
Revenue Impact
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A$72,600 closed revenue
-
A$366,600 active pipeline
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16 deals in pipeline (13 in proposal stage)
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4.87x Return on Spend (ROS)
Client Review
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