ONLYOFFICE x Shivyaanchi: Cracking the Code on High-Intent B2B Demand
ONLYOFFICE x Shivyaanchi
How a Precision Strategy Delivered a 12–20% CVR at Under $3 CPC
Client Overview
ONLYOFFICE is a global powerhouse in collaboration and document management. They are the go-to platform for teams that refuse to compromise on data ownership, security, and flexibility. Their product is robust. Yet, like most B2B SaaS platforms targeting technical and operations-led teams, the buying journey is complex. It requires education. It requires trust.
The challenge for ONLYOFFICE was about capturing the right demand efficiently on LinkedIn.
The Challenge: Traffic Without Intent is Just Noise
Before partnering with Shivyaanchi, ONLYOFFICE faced a frustrating reality. Their LinkedIn Ads were active, but the results were volatile.
- CPCs were climbing without a matching rise in quality.
- Engagement was scattered across undefined audiences.
- Lead quality was a gamble rather than a guarantee.
Traffic was flowing, but the intent was missing. ONLYOFFICE didn’t need more ads. They needed a totally new engine.
Campaign Goal
Primary Objective: High-Velocity Lead Generation
Ad Format: Single Image Ads
The Mission:
- Drive strong conversion rates on Lead Gen Forms.
- Spark meaningful engagement from decision-makers.
- Keep Cost-per-Lead efficient without sacrificing lead quality.
Shivyaanchi’s Strategy: Engineering the Perfect Setup
Instead of launching another campaign, we fixed the foundation first.
1. Ruthless ICP & Intent Tightening
We stopped casting a wide net. Instead, we got aggressive with our targeting. We zeroed in exclusively on job roles that directly influence document collaboration infrastructure. We prioritized teams already feeling the friction of legacy or closed systems. This immediately purged low-quality impressions and focused the budget where it mattered.
2. Message Before Media
We stopped selling features. We started mirroring the prospect’s reality.
Every single-image creative was designed to stop the scroll by hitting a specific nerve:
- Control vs. Vendor Lock-in
- Security vs. Convenience Trade-offs
- Collaboration without losing Ownership
If the creative didn’t resonate within three seconds, it didn’t launch.
Inside the Creative Lab: The A/B Testing Framework
We reached a critical fork in the road regarding our creative strategy. We had two distinct chains of thought on how to handle the messaging across the four campaigns.
The Strategic Dilemma
Path A (Standardized):
Deploy the same two ad copy across all four campaigns. This offers a clean A/B test of the offer globally but risks sounding generic.
Path B (Tailored):
Customize the ad copy for each specific campaign. This prioritizes relevance and specific pain points over broad testing.
We chose Path B. In B2B, specificity wins. A developer looking for an API has different headaches than an Ops Manager migrating from G-Suite. We decided to speak directly to the user’s specific anxiety.
The Outcome of this Structure.
By refusing to use generic copy, we ensured that every dollar spent was bidding for the attention of a user who felt personally understood. This tailored approach is exactly what drove our engagement rates above 2%.
4. Lead Forms That Filter
Most LinkedIn lead forms are lazy. Ours were built to work.
We designed forms that set clear expectations upfront. We wanted evaluators, not just browsers. By adding friction strategically, we reduced junk leads before they ever reached the sales team. The result was fewer leads but significantly better conversations.
The Results: Efficiency at Scale
Once the system went live, the metrics transformed. The campaign didn’t just perform. It thrived.
Performance Highlights:
- 12–20% Lead Form Conversion Rates (CVR)
- 2%+ Engagement Rates across all ads
- <$3 CPC consistently maintained
What else changed?
Because of the high-quality and relevant leads, the sales conversations became sharper. The sales team stopped wasting time on low-intent leads and started focusing on closing. LinkedIn shifted from a “testing ground” to a reliable, predictable acquisition channel.
Client Feedback
Conclusion
LinkedIn Ads didn’t magically get better overnight. The setup did it gradually.
And even though every B2B company is different, ultimately, they win at LinkedIn ads when they reduce the guesswork and uncertainties from the get-go, not just by pouring more money into the system blindly.
The common pitfalls of a poor LinkedIn ads strategy are
(A) Fuzzy ICP
(B) Generic, blah! message
(C) Lazy funnels
ONLYOFFICE fixed all three, and the results speak for themselves!
LinkedIn ads are already expensive.
We help you avoid the additional learning tax.
Clicks are getting pricier. Competition is getting fiercer. In this environment, a fuzzy strategy doesn’t just waste money- it burns credibility.
Skip the learning curve. Partner with Shivyaanchi. We have spent 11 years building specialized engines for SaaS and BI companies. We know exactly which levers to pull to lower your CPC and improve lead quality.
Your pipeline is waiting.