Paid Media strategy — CIAL Dun & Bradstreet

Operating definition document for the pilot. Scope: CIAL360 Credit + combined Compliance landing (Compliance Intelligence + D&B Risk Analytics). Companion document: Ad → Landing system defines Message Match and UTM traceability.

Language note. Document body is written in English. Ad headlines, landing copy, and keywords are kept in Spanish exactly as published or as they need to be entered in the platforms.

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1. Executive summary

The pilot runs on two parallel campaigns with distinct audiences and narratives:

1. CIAL360 Credit — credit and collections teams (CFO, Credit Manager, Collections, Risk). Focus: speed, cost, and precision of the B2B credit decision.
2. Compliance (Intelligence + Risk Analytics) — compliance, risk, procurement, and third-party risk teams. Focus: continuous monitoring, sanctions/PEP, country risk, UBOs, ESG and cyber.

The strategy used two channels: Google Ads Search (declared-intent demand) and LinkedIn Ads (B2B prospecting with native segmentation by job title, industry and company size). Both matched the regulated ICP in LATAM and kept pilot investment on measurable surfaces.

Bidding ran on manual CPC or manual cap during the pilot.

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2. Selected channels

Channel	Role	Why it is included
Google Ads Search	Primary channel for declared-intent demand	Captures active intent ("alternative to X", "KYC software", "supplier monitoring"). Required to avoid ceding positions to competitors that already bid for the relevant terminology.
LinkedIn Ads	Primary channel for B2B prospecting	Native segmentation by role, industry and company size, matching the regulated ICP. Central for Compliance, useful for Credit.

Channels out of the pilot

Channel	Decision
Meta Ads	Out of the pilot. Does not offer B2B segmentation comparable to LinkedIn for the regulated ICP.
Google Display + YouTube	Out of the pilot. They fit a retargeting role that depends on an existing baseline of traffic, which the pilot scale did not build.
TikTok Ads	Out of the pilot. ICP advertising consumption on this platform does not justify the investment in this vertical.
Google Search — Branded	Deferred from the pilot allocation. A non-brand-focused allocation delivers more incremental signal at this pilot scale.

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3. Campaign structure per product and channel

Standard structure per product (replicable across Credit and Compliance):

[Product]
 ├─ [Channel]
 │   ├─ Campaign: Awareness / Prospecting (cold)
 │   │   └─ Ad Sets / Ad Groups per angle (A / B / C)
 │   ├─ Campaign: Demand Capture (search / intent)
 │   │   └─ Ad Groups per keyword theme
 │   └─ Campaign: Remarketing
 │       └─ Ad Sets per audience (LP viewers, form abandoners)

Planned active campaigns: 6 (3 per product × 2 products) under the allocation that defers the Branded campaign.

Product	LinkedIn Prospecting	LinkedIn Remarketing	Google Search Non-brand	Google Search Branded
CIAL360 Credit	1	1	1	Deferred
Compliance	1	1	1	Deferred

LinkedIn remarketing was scoped as a second-phase layer, dependent on the LP-viewer audience reaching a minimum volume.

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4. Targeting / Audiences

4.1 LinkedIn — CIAL360 Credit

Primary job titles: - Chief Financial Officer · CFO - Credit Director · Credit Manager - Collections Director · Collections Manager - Risk Director · Chief Risk Officer - Treasurer

Industries: Manufacturing, Retail, Automotive, Food & Beverage, Construction, Transportation & Logistics, Financial Services (partial).

Company size: 201–10,000+ employees.

Geography: Mexico.

Exclusions: direct competitors, junior roles (analyst, assistant), students, and "self-employed".

Audiences by layer: - Cold audience: as above, no overlap with remarketing. - Warm audience / matched audience: ABM list of target accounts (CSV uploaded to LinkedIn). - Hot audience / remarketing: LP viewers in the last 30 days + visits to cialdnb.com/credit/*. Scoped as a second-phase layer.

4.2 LinkedIn — Compliance

Primary job titles: - Chief Compliance Officer · Head of Compliance · Compliance Manager - Chief Risk Officer · Risk Manager · Third-Party Risk Manager - Internal Audit Director · Internal Audit Manager - Procurement Director · Procurement Manager · CPO - AML/PLD Officer · AML Officer - General Counsel (secondary)

Industries: Banking, Fintech, Insurance, Pharma, Telecom, Energy, Mining, International Logistics, Government, Regulated Public Sector.

Company size: 501–10,000+ employees.

Geography: Mexico.

Exclusions: industries without meaningful regulatory pressure, junior roles, competitor accounts.

Audiences by layer: same scheme as Credit (cold / matched ABM / second-phase remarketing).

4.3 Google Ads Search — targeting

Google Search targets by keyword intent + additional audiences in observation mode:

• In-market audiences in observation: Business Software, Financial Software, Risk Management Software, Procurement Solutions.
• Customer Match with the ABM list (uploaded to Google Ads).
• Remarketing list for Search (RLSA): landing visitors over the last 30/60/90 days — used to lift bids by up to +30%.
• Geo: Mexico. Language: Spanish + English.
• Exclusions: physical locations at competitor offices and own-employee lists (Customer Match).

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5. Keywords (Google Ads)

5.1 Principles

• Match types: start with Phrase and Exact. Broad was reserved for later phases with separate budget.
• One keyword per ad group when Exact; two to four per ad group when Phrase, grouped by theme.
• Universal negative-keyword list maintained in a negative-keyword sub-document.
• Singular/plural and language variants are covered with Phrase match; they are not added as separate Exact entries.

5.2 Keywords — CIAL360 Credit

The non-brand high-intent set below feeds the existing ad group Credit_NB_SoftwareCreditoB2B plus five additional ad groups that complete the Non-brand scope: Credit score, Company bureau, Automated decisioning, D&B Rating, DSO reduction.

Branded

Keyword	Match
cial360 credit	Exact
cial 360 credit	Phrase
cial dun bradstreet credit	Phrase
cialdnb credit	Phrase

Non-brand high-intent

Theme	Sample keyword	Match
B2B credit software	software de crédito b2b	Phrase
B2B credit software	software gestión crédito b2b	Phrase
Business credit score	score de crédito empresarial méxico	Phrase
Business credit score	score crédito empresas	Exact
Company bureau	buró de crédito empresarial	Phrase
Company bureau	buró empresarial alternativa	Phrase
Automated credit decisioning	automatizar decisión de crédito	Phrase
Automated credit decisioning	automatización política de crédito	Phrase
Dun & Bradstreet	dun bradstreet méxico	Phrase
Dun & Bradstreet	paydex	Exact
Dun & Bradstreet	d&b rating	Phrase
DSO reduction	cómo reducir dso	Phrase
DSO reduction	días de cobro pendientes	Phrase

Competitor (controlled usage)

Keyword	Match
alternativa creditreform	Phrase
alternativa coface	Phrase
comparativa coface vs	Phrase

Competitor keywords are served with the generic Credit landing, without naming the competitor in the copy. CTR and Quality Score are monitored weekly.

Additional company-bureau ad groups

Two ad groups were added to the Credit Non-brand campaign to match how companies in Mexico actually search for business credit checks, where demand concentrates on the "buró de crédito" phrasing. This is an addition that complements the original Non-brand plan: the existing ad groups and keywords are kept unchanged.

Ad group	Keywords (Phrase)
Credit_NB_BuroEmpresas	buró de crédito empresas, buró de crédito empresarial, buró de crédito para empresas, buró de crédito comercial
Credit_NB_BuroPersonaMoral	buró de crédito persona moral, buró de crédito personas morales, buró de crédito para persona moral

Both ad groups run with the generic Credit landing and the campaign's reinforced negative-keyword list, which keeps spend on business-credit intent and filters personal-credit and free-report queries.

5.3 Keywords — Compliance

Branded

Keyword	Match
compliance intelligence	Exact
risk analytics d&b	Phrase
risk analytics dun bradstreet	Phrase
cial compliance	Phrase

Non-brand high-intent

Theme	Sample keyword	Match
KYC/KYB	software kyc kyb	Phrase
KYC/KYB	plataforma kyb	Exact
KYC/KYB	monitoreo kyc continuo	Phrase
Sanctions & PEP lists	screening de sanciones	Phrase
Sanctions & PEP lists	lista pep méxico	Phrase
Sanctions & PEP lists	monitoreo de personas políticamente expuestas	Phrase
Sanctions & PEP lists	lista negra sat	Phrase
Third-party risk management	software gestión riesgo proveedores	Phrase
Third-party risk management	third party risk management software	Phrase
Third-party risk management	tprm méxico	Phrase
UBO / Beneficial owners	software beneficiarios finales	Phrase
UBO / Beneficial owners	ubo screening	Exact
AML / PLD	software pld antilavado	Phrase
AML / PLD	software prevención lavado dinero	Phrase
Country risk	riesgo país proveedores	Phrase
ESG	evaluación esg proveedores	Phrase
Cyber risk	cyber risk rating proveedores	Phrase

Competitor (controlled usage)

Keyword	Match
alternativa lexisnexis	Phrase
alternativa world check	Phrase
alternativa refinitiv	Phrase
alternativa thomson reuters compliance	Phrase

5.4 Critical negatives (cross-cutting)

• gratis, gratuito, free, crack, descargar
• curso, cursos, capacitación, certificación, diplomado
• empleo, vacante, trabajo, salario
• wikipedia, linkedin profile
• crédito personal, tarjeta de crédito, nómina, infonavit
• buró de crédito personas físicas
• especial, consulta, reporte, persona física, personas físicas, circulo de credito, fonacot — reinforced for the company-bureau ad groups to keep traffic on business intent and off free self-check queries

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6. Bidding strategy

6.1 Principles

1. Learning phase (weeks 1–6): manual CPC or manual cap to stabilize CTR and Quality Score before any automation.
2. Conversion threshold: migration to Smart Bidding was set to require ≥30 accumulated conversions in the last 30 days with CRM-validated lead quality.
3. Offline conversion import from Salesforce: lets Google and LinkedIn optimize against SQLs rather than raw form submits.
4. One bid iteration per week per campaign at most, to preserve the learning phase.

6.2 Bid map per channel and phase

Channel	Campaign type	Phase 1 (w 1–6)	Phase 2 (w 7–12)	Phase 3 (post-pilot)
LinkedIn — Prospecting	Single Image + Document Ads	Manual CPC with daily cap	Manual CPC with cap	Target Cost per Lead
LinkedIn — Remarketing	Single Image + Conversation Ads	Second phase	Manual CPC with cap	Target Cost per Lead
Google Search — Non-brand high-intent	RSA	Manual CPC with cap	Manual CPC with cap (evaluate tCPA)	Target CPA (tCPA)
Google Search — Competitor	RSA	Manual CPC with cap	Manual CPC	Manual CPC

6.3 Estimated CPA targets (planning range)

Planning figures based on benchmarks for the regulated B2B vertical in LATAM.

Campaign	Initial CPA target (MXN)	Mature CPA target (MXN)
LinkedIn — Credit Prospecting	$4,500 – $6,500	$2,500 – $3,500
LinkedIn — Compliance Prospecting	$5,500 – $8,000	$3,000 – $4,500
Google Search — Credit Non-brand	$1,800 – $3,000	$1,200 – $1,800
Google Search — Compliance Non-brand	$2,200 – $3,500	$1,400 – $2,200

6.4 Pause criteria (design)

Thresholds defined for the pilot to flag a campaign for pause or review:

• Actual CPA > 2× target CPA over 7 consecutive days: pause and review.
• LinkedIn CTR < 0.40% or Google Search Non-brand CTR < 4% over 14 days: reformulate copy.
• Quality Score < 4 on an ad group with meaningful budget: rewrite landing or pause keyword.
• Form submission rate < 8% of LP traffic: review form friction.

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7. Pilot budget

The pilot runs at MXN 30,000/month for 3 months (MXN 90,000 total), allocated 60% Google Ads / 40% LinkedIn Ads and 50/50 across the two products.

Channel	Month 1	Month 2	Month 3	Total
Google Search — Credit	$9,000	$9,000	$9,000	$27,000
Google Search — Compliance	$9,000	$9,000	$9,000	$27,000
LinkedIn — Credit	$6,000	$6,000	$6,000	$18,000
LinkedIn — Compliance	$6,000	$6,000	$6,000	$18,000
Total	$30,000	$30,000	$30,000	$90,000

Figures in MXN, excluding VAT.

Resulting distribution:

• Google Search: 60% ($54,000)
• LinkedIn: 40% ($36,000)
• Per product: 50% Credit / 50% Compliance ($45,000 each)

The budget was planned flat month over month to sustain learning across each campaign from day 1, with the rule that if LinkedIn could not consume its allocation the funds would shift to Google Search within the same month.

Branded. The Search Branded campaign was deferred from the pilot allocation, behind the Non-brand baseline.

Translation to daily budgets:

Campaign	Monthly	Daily (≈30 days)
Google Search — Credit Non-brand	$9,000	$300
Google Search — Compliance Non-brand	$9,000	$300
LinkedIn — Credit Prospecting	$6,000	$200
LinkedIn — Compliance Prospecting	$6,000	$200

The Google Ads Credit campaign was updated to MXN 300/day on May 27, 2026 to reflect this allocation. See Weekly update — May 25–27, 2026 for the execution log.

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8. KPIs and measurement

Primary KPIs:

• MQLs/month (leads with relevant company + target role + corporate email).
• SQLs/month (validated by the CIAL commercial team).
• CPA per SQL per product.
• Pipeline generated (MXN in opportunities created) per channel.

Operational KPIs (weekly):

• CTR per campaign, ad set, and creative.
• Average CPC per keyword theme.
• Form submission rate per landing and variant.
• Quality Score of the top 20 keywords.
• LinkedIn impression frequency (target: <8 impressions/person/week).

Reporting cadence (as planned):

• Weekly: Looker Studio dashboard (operating view, CIAL and EON).
• Monthly: executive report with funnel analysis.
• Quarterly: strategic review and budget reallocation.

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9. Setup responsibilities

Inputs and owners defined at pilot start:

#	Item	Owner
1	Validation of this document	CIAL (Compliance + Marketing + Legal)
2	Access to media accounts (LinkedIn Campaign Manager, Google Ads) as external administrator	CIAL
3	ABM list of target accounts (~500–1,000 accounts per product)	CIAL Sales/Marketing
4	Offline conversions from Salesforce via Zapier/API	CIAL IT + EON
5	Approval of ad and landing copy	CIAL Marketing
6	Visual creative production (dashboard mockups, illustrations)	EON + CIAL

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10. Operating considerations

• Pilot budget was intentionally constrained to validate the system (ad → landing → form → CRM) at a small scale. Success was defined in terms of lead quality and cost per SQL rather than volume.
• The learning phase of each platform runs 4–6 weeks. The pilot was designed to give a first reading around the end of month 2, informing a budget review in month 3.
• The regulated B2B sales cycle runs 3–9 months; the pilot was measured by MQLs/SQLs generated rather than by closed-won deals.
• LinkedIn and Google policies on sensitive terms (KYC, AML, compliance) called for ready-to-swap copy variants in case of disapprovals.