Attributing millions in revenue with data you can defend.
How years of messy deal history were turned into a defensible view of paid search revenue contribution.
Client: B2B Manufacturer
Challenge
The client had years of deal history, multiple campaign eras and incomplete contact-to-opportunity matching. The marketing question was not simply whether paid search produced forms; it was how much closed-won revenue could reasonably be associated with paid acquisition given the available CRM data.
Approach
FoundHive combined Google Ads spend with HubSpot source data and closed-won deals. The analysis separated a broad paid-influenced view from a stricter paid-driven view and then broke performance down by paid search campaign where UTM data was available.
What FoundHive managed
- Google Ads management
- HubSpot contact-source analysis
- Closed-won revenue attribution
- Campaign-level ROI reporting
Only a subset of the full closed-won universe could be matched to HubSpot contacts, so the analysis reports attributable revenue rather than claiming complete marketing credit.
Results
| Metric | Result |
|---|---|
| Paid-influenced revenue | $3,891,112 |
| Paid-influenced ROI | 12.71x |
| Paid-driven revenue | $1,700,722 |
| Paid-driven ROI | 4.99x |
| Top campaign influenced revenue | $3,423,129 |
| Matched closed-won deals | 484 of 3,888 |
Why it matters
The result is useful precisely because the methodology acknowledges imperfect B2B data. Rather than treating every deal as fully attributable, the analysis shows what could be connected through HubSpot and presents two levels of marketing influence. That makes the revenue story more defensible for leadership.
Using available HubSpot contact and opportunity data, the client connected paid search to $3.89M in paid-influenced closed-won revenue and $1.70M in the stricter paid-driven view.
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