You're running 166 LinkedIn ads - and 16 on Google.
Your buyers are searching Google.
Shelley - Heka has built real demand on LinkedIn, but when those warmed-up buyers search for a benefits platform, Perkbox and Reward Gateway are the ones showing up. Here's the leak, and how to close it.
You've won LinkedIn. You're missing search.
Heka runs one of the most active LinkedIn ad programs in its category - 166 live ads building awareness with HR and people leaders. But on Google, where those same buyers go the moment they're ready to choose a benefits platform, Heka runs just 16 ads. You're paying to create the demand, then handing the purchase moment to competitors who show up on search.
You create the intent on LinkedIn. Someone else captures it on Google.
10× the effort on LinkedIn. A trickle on Google.
This isn't about spending more. It's about coverage. Heka has gone all-in on one channel and left the highest-intent one - search - almost empty. Buyers don't convert when they first see your LinkedIn ad; they convert when they later Google "employee wellbeing app" and click whoever's there.
You've built LinkedIn. Search is wide open - for competitors.
Heka runs 166 LinkedIn ads and just 16 on Google. So when your warmed-up buyers search "employee wellbeing app" and "health benefits app", Perkbox and Reward Gateway are the ones in front of them. You paid to create that intent.
Where your warmed-up demand goes.
Your LinkedIn ads prime the market. Then the buyer searches - and lands on a competitor. Here's how much paid-search traffic Perkbox and Reward Gateway pull every month on the terms your buyers use, versus Heka.
Perkbox and Reward Gateway capture more than 7× Heka's search traffic - much of it demand your own LinkedIn spend created.
What Heka runs on search today.
Snapshots from the Google Ads Transparency Center - Heka's live Google presence is mostly awareness formats, with only a thin search layer on the terms your buyers actually type.
- Strong brand and awareness creative - display and video built to introduce Heka to HR buyers.
- Only a thin search layer - just 16 Google ads live against Perkbox and Reward Gateway's always-on search coverage.
- Missing the decision-moment keywords: "employee wellbeing app", "health benefits app", competitor comparisons.
- This is the layer to build, not a bigger LinkedIn budget.
Heka owns the top of the funnel on LinkedIn. Perkbox and Reward Gateway own the bottom of it on Google.
The fix isn't more awareness - it's showing up on search for the demand you're already creating.
You don't need more demand. You need to capture the demand you make.
Heka already generates intent every day through LinkedIn. The opportunity is simply to be there on Google when that intent converts to a search. Here's a conservative view of what closing the search gap could return.
Paid-search visits Perkbox & Reward Gateway capture on your terms today
Qualified search visits a focused Heka Google layer could realistically recapture
Qualified leads, at a 2–3% B2B conversion rate
Qualified leads across a 90-day sprint
Illustrative, based on observable category demand and typical B2B conversion rates - not a guarantee. We pressure-test these against your real numbers, deal size and close rate on the call.
How you'd win
You're already spending to build intent on LinkedIn. Adding Google search means catching that same buyer at the moment they choose, instead of donating them to Perkbox.
Bid on 'employee wellbeing app', 'health benefits app' and Heka-brand terms so a warmed-up buyer finds you, not a competitor, when they search.
You already know which messages land on LinkedIn. Port the winners into search ads and landing pages from day one.
You're paying to warm buyers up and letting competitors close them. The call is where we turn that around.
30 minutes. Your live account. A clear plan to lift ROAS.
No slide-deck pitch. You give us view-only access to your Google Ads, and we walk it with you, pointing at real campaigns, real keywords, real creative, and show you exactly where we'd move budget to lift ROAS.
Google Ads (and LinkedIn Ads if relevant), read-only. Nothing changes in your account. Takes 2 minutes.
Screen-share, 30 minutes. We open your campaigns, ad groups and creatives alongside the competitive data in this report.
Where the wasted spend is, the search gap vs Perkbox and Reward Gateway, the creative angles you're not testing, and the sequence we'd tackle them in, yours to keep, execute in-house or with us.
What this looks like in practice
"We enjoy a productive partnership with Prime Marketing. We started with LinkedIn Ads and later moved our Google Ads to them as well. Since then we've seen clear improvements in our results."
"Prime built the ABM and LinkedIn layer that actually moved machines. The lead quality and the sales conversations shifted almost immediately."
"A stable, predictable lead flow every single month. Prime treats our paid channels like a growth engine, not a media buy."
30-minute working session with Papillon. View-only. Actionable.
Want the full picture, Shelley?
This report uses only public data. Give us 30 minutes and viewer access, and we'll show you exactly where the budget's going and how to close the search gap on Perkbox and Reward Gateway, backed by our 90-Day Paid Pipeline Sprint guarantee.