Performance Marketing for a B2B Design Studio

About the Brand: Canvs is an interface design and engineering studio based in Mumbai, founded in 2015. With a team of 30+ designers and engineers, Canvs positions itself as "an innovation studio built to handle complexity" and serves as a long-term group design partner to India's market leaders in Banking and Finance.

Objective: Generate qualified conversations and meetings with enterprise product and technology decision-makers - Head/VP Product, CPO, Head Digital, Head UX, CTO - across the BFSI sector. The goal was to position Canvs as the go-to design partner for regulated-industry complexity and move prospects from awareness to qualified lead, using a LinkedIn-first ABM approach complemented by high-intent Google search capture.

Deliverables

- End-to-end setup and management of LinkedIn performance campaigns (Website Visits, Lead Generation, and Awareness objectives) with BFSI-specific targeting across India & MEA.
- Built and launched a Google Ads search campaign with 4 intent-driven ad groups: UX Audit & Improvement, Journey Mapping, Banking & Fintech UX, and Design Studio & Agency - each with up to 15 headlines and 4 descriptions.
- Complete tracking and analytics infrastructure: GA4 property setup, GTM container configuration, LinkedIn Insight Tag deployment (page view + lead conversion tracking), and Google Ads account integration.
- Competitor mapping of 10-15 global UX/product-design studios with demand-gen analysis, communication-pattern mapping, and a channel playbook spanning LinkedIn ABM, Google high-intent search, and Meta look-alikes.
- Creative strategy across 4 messaging pillars: Solutions-Led, Industry Specialisation, Thought Leadership, and Innovation-Led - with ad-copy support, headline direction, CTAs, and creative rotation planning across 36 ad variants.
- Published Google Ads-compliant Privacy Policy and coordinated lead-capture form integration on canvs.in.
- Formal LinkedIn Campaign Review deck presented to the founding team with spend analysis, creative performance, and optimization roadmap.

Results
- 87,755+ impressions generated across 36 LinkedIn ads spanning 3 campaign groups.
- 716 clicks driven to canvs.in landing pages over the campaign period.
- \~4,900 active users tracked on canvs.in via GA4 during the first month of campaigns, with LinkedIn emerging as a measurable referral traffic source.
- Custom audience of 917 banking-sector contacts uploaded and activated for ABM targeting.
- 4 messaging pillars and 16 static banner copies delivered, plus Instagram Reel scripts for social amplification.
- Google Ads search infrastructure built and ready across 4 high-intent ad groups targeting UX-specific search demand.