B2B Lead Generation in Grant Consulting for Businesses

The Ignite Group is a European full-service consulting firm specializing in grants and innovation financing. Founded in 1997 in Nijverdal, the Netherlands, the group now employs over 300 grant and industry experts across 11 locations in Europe, including Germany since 2023. In addition to providing expert consulting, the company operates its own digital tools, such as the German Funding Portal and vindsubsidies.nl. We support the Ignite Group in reaching innovation-driven companies in Germany and the Netherlands via Google and LinkedIn and generating qualified leads from these channels.

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At a glance

Industry

B2B

Location

St. Ingbert

Time period

Since 2026

#B2B

-72% cost per lead

for white paper downloads via LinkedIn in the German market

+2.3x higher click-through rate

LinkedIn Single Image Ads

100% Transparency

the deal pipeline across marketing channels

Our Collaboration – Performance Marketing for a B2B Offering That Requires Explanation

Programs such as the tax research credit or the Dutch WBSO fund innovation in companies, but the path to securing them involves complex applications and ever-changing funding guidelines. The Ignite Group guides companies through this process with a performance-based consulting model. For us, this means marketing a service that requires explanation in two markets, each with its own funding landscape, its own terminology, and target audiences ranging from small and medium-sized businesses to large corporations. Whether an inquiry turns into a client engagement often only becomes clear months later in the sales process. What began as an audit of Google Ads accounts has evolved into a collaborative effort spanning Google Ads, LinkedIn, and the integration of sales results back into the advertising accounts.

Our Key Services

Google Ads Account Audit with a Prioritized Action Plan

Google Ads campaigns in Germany and the Netherlands

LinkedIn Advertising Across Two Accounts in Three Languages

Offline Conversion Tracking from HubSpot and Server-Side Tracking

Reporting by Channel and Market

Tools & Platforms Used

A strategic partnership since 2026

From audit to ongoing management: We integrate Google Ads, LinkedIn Advertising, and sales results data into a single system. In this way, we help the Ignite Group generate qualified leads in Germany and the Netherlands for a product or service that requires explanation.

Q1 2026

Audit and Strategic Framework

Before launching, we conducted a thorough review of the existing Google Ads accounts: account structure, targeting, keywords, ads, and tracking. The most significant finding related to measurement. The campaigns were optimized for a mix of eight conversion actions of varying value, and as a result, Google prioritized the signals that were easiest to obtain. Based on this, we developed a prioritized action plan that begins with cleaning up the bid signal.

Ongoing since Q2 2026

Google Ads campaigns for active searchers

We manage Ignite Group’s Google Ads campaigns across two accounts, one for each market. In Germany, the focus is on the tax research allowance, investment incentives, and innovation programs; in the Netherlands, it’s on WBSO, SLIM, MIA/Vamil, and other programs—and, starting in September 2026, the digital products from vindsubsidies.nl as well. The search term data shows that program names such as “research tax credit” almost exclusively generate relevant queries. That’s why we’ve restructured the campaigns around program names and search intent, with separate ad groups for each program and distinct pathways for application submission and research.

Ongoing since Q2 2026

LinkedIn Advertising

Through LinkedIn, we reach decision-makers at companies that could benefit from grants before they even start looking for them. We’re responsible for campaign setup, tracking, and ongoing account management, and we work with Ignite on the hooks and design of the ad creatives. We test different formats and messages against each other and scale the variations that perform best.

Ongoing since Q2 2026

Offline Conversion Tracking

With a service that requires extensive consultation, the quality of an inquiry only becomes apparent during the sales process. That’s why we track the sales stages from HubSpot back to Google Ads—from the lead through the qualified conversation to the engagement. This allows us to see, for each campaign, which inquiries move forward in the sales process. To ensure this feedback is captured, we track click IDs using server-side tracking and first-party cookies, subject to visitors’ consent. In the Dutch account, campaigns have been targeting these sales stages directly since September 2026.

Ongoing since Q2 2026

Reporting Structure for Transparent Management

Two markets, three advertising platforms, multiple accounts: To ensure that everyone involved is on the same page, we’ve set up a reporting system that consolidates data from Google, LinkedIn, and Microsoft Ads across both countries. It tracks the progress of leads, costs, and sales stages for each campaign. Based on this information, we work with the Ignite Group team to allocate budgets and set priorities.

We look forward to your inquiry

Book a free initial consultation or contact us by email, phone, or LinkedIn.

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hello@partnerundsoehne.de