We audited the existing account structure and identified several barriers to scale: limited visibility into downstream lead quality, over-reliance on Search, and broad regional targeting that masked where the strongest commercial opportunities existed.This restricted optimisation and made it difficult to confidently increase spend while maintaining lead quality.

We introduced deeper funnel conversion tracking focused on MQL progression, giving platforms far stronger signals around true lead quality rather than initial enquiry volume alone.Combined with richer audience inputs including first-party data, custom intent, in-market segments and strategic exclusions, this created a far clearer attribution model for optimisation.

With stronger signals in place, we could validate which audiences, regions and campaign structures were producing the highest-value leads.This revealed clearer geographic opportunities tied to Pantheon’s on-the-ground market presence, while Performance Max unlocked additional upper-funnel scale through richer audience intelligence than Search alone could provide.

With confidence in both lead quality signals and regional performance patterns, we expanded beyond Search into a broader full-funnel acquisition strategy.This enabled significant budget growth while maintaining efficiency, creating a more scalable global demand generation model across key EMEA and APAC markets.