IBC Global had a problem that’s more common than most businesses realize: their ads had been running for over two years without producing results worth talking about. Not because they weren’t spending — they were. Not because the product wasn’t good — it is.
The problem was that the campaigns were generating the wrong leads, and nobody was feeding the right data back into the platforms to fix it.
The business was working. The ads weren’t.
Two years of underperforming ads.
Previous campaigns generated plenty of form fills. Very few turned into actual sales opportunities. The gap between leads and SQLs was wide and expensive.
No CRM feedback loop.
Campaigns were optimizing for raw lead forms. HubSpot data existed — it just wasn’t connected to Google Ads in any meaningful way. The platform had no visibility into which leads actually became customers.
Untapped organic momentum.
Their YouTube channel was growing — but paid wasn’t amplifying it. Two channels operating in silos, neither reinforcing the other.
Connect the data. Optimize for SQLs. Let paid and organic compound.
Connect HubSpot to Google Ads.
We integrated IBC Global’s HubSpot CRM with their Google Ads account and built the infrastructure to pass SQL-level data back to the platform. Campaigns stopped learning from form fills and started learning from actual sales opportunities.
This is the foundational shift. Until the platform can see who becomes a real opportunity — not just who clicked — it’s optimizing in the dark.
Optimize for SQLs, not leads.
Once the data was flowing, we restructured campaigns around the right conversion signal. The platform’s AI trained on the patterns of people who actually became sales-qualified. Over time, it got better at finding more of them — and stopped spending on audiences that never convert.
Worth noting: The SQL cost reduction happened as a direct result. When you feed the machine better signals, it makes better decisions.
Build a YouTube-first paid strategy.
IBC Global’s organic YouTube channel was already gaining traction. We amplified it with a YouTube-focused paid strategy that served ads to audiences already engaged with the channel — accelerating brand recognition, growing subscribers, and generating SQLs at the same time.
Prospects saw IBC on YouTube through organic content, then encountered them through paid, then searched them out directly. Paid and organic stopped working against each other and started reinforcing each other.
Lower cost per SQL. Bigger channel. Compounding lift.
The answer isn’t more spend — it’s better data.
The IBC Global case study is a clean example of what the Lead Quality Framework does in a longer sales cycle environment.
B2B and professional services businesses often have the same core problem: lots of leads, not enough qualified ones. When the platform knows what a real sales opportunity looks like, it stops producing noise and starts producing pipeline.
The YouTube layer adds something else worth noting: in markets where trust matters, content and paid work best together. Building a system where each amplifies the other is harder than running campaigns in isolation — but the compounding returns are substantial.
In longer sales cycles, signal beats spend. Better data in. Better pipeline out.
“Kyle is great. He has great attention to detail. He updates us every week with what’s working vs. what’s not working. We also meet at least once a month to discuss our current strategy and what might need to be adjusted. A big added value is that he provides new ideas and strategies. I recommend him to any business owner looking to generate qualified leads. He’s also helped us implement a lot of marketing strategies/tactics found in Alex Hormozi’s 100M series, which has been fantastic!”