Traction.so

Traction is a B2B performance marketing agency that builds end-to-end customer acquisition systems for SaaS and fintech companies. We don't run one-off campaigns. We build the full revenue engine: paid acquisition across Meta, LinkedIn and Google, qualification funnels (quiz, VSL, lead magnet), creative strategy, conversion tracking, and the reporting infrastructure that ties spend back to closed revenue.

Our core methodology is funnel-first. Cold traffic goes into a qualification funnel that self-segments prospects before they hit a demo booking, which means sales teams spend their time on leads who already understand their problem and have the budget to fix it. Show rates go up. Close rates go up. CAC comes down.

What we do:

Paid acquisition on Meta, LinkedIn and Google Ads, including campaign architecture, creative testing, and ongoing optimisation.

Funnel design and build, including quiz funnels, VSL funnels, lead magnets, and direct demo flows in Perspective.

Creative strategy and production, from static ad concepts through to UGC and motion.

Tracking and attribution, including Meta Conversions API, LinkedIn Insight Tag, GTM, and CRM-to-platform pipeline integration.

Revenue reporting that connects ad spend to demos, pipeline and closed-won revenue inside Close.

Who we work with:

B2B SaaS and fintech companies with deal sizes from £5,000 to £100,000+, where customer acquisition economics are strong enough to justify paid media. Active and past clients include Crescent (nonprofit banking), Round (startup treasury), Collateral (investment research), Vesto, Outfund and Triple Whale.

We're based in London and work with clients globally.

Close is the system of record for our clients' revenue data, which makes it the foundation of every acquisition system we build at Traction.

Paid media without CRM integration is reporting blind. You can see cost per lead in Meta or LinkedIn, but you can't see which campaigns are producing demos that show, opportunities that close, and customers that stick. Close fixes that. By piping UTM data from our funnels into Close lead and opportunity records, we give clients a clean view of CAC, pipeline contribution and ROAS by campaign, angle and channel.

How we work with Close in client engagements:

UTM-to-lead mapping. Every funnel submission lands in Close with its full source, campaign, ad set and ad attribution intact, so revenue can be traced back to the specific creative and audience that produced it.

Pipeline stage reporting. We map Close pipeline stages to funnel events (demo booked, demo held, proposal sent, closed-won) and surface them in Looker Studio dashboards alongside ad platform data.

Show rate and close rate optimisation. The qualification funnels we build are designed around the disqualification signals that Close pipeline data surfaces, so the funnel gets sharper over time.

Sales team enablement. Quiz funnel responses flow into Close as lead notes, so reps walk into demos with a pre-built discovery agenda.

For B2B clients running paid acquisition seriously, Close plus Traction is the system: we generate the qualified pipeline, Close measures and converts it, and the loop tightens every month.