About Xomnia

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Founded in 2013, Xomnia is the leading AI consultancy in the Netherlands. They help organizations harness the power of data and AI responsibly, offering services such as data and AI strategy development, cloud and data platform engineering, and the design of custom data & AI solutions. With clients like KLM, ABN AMRO, NS, and Rabobank, Xomnia has earned a reputation as a go-to partner in the data space.

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The Challenge

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Xomnia grew largely through its network and events, with little trust in paid media to drive quality leads. As their go-to-market evolved, it became clear that paid media, the website, and other touchpoints needed to work together as part of a unified demand strategy.

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Key challenges included:

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• Few qualified leads via the website.
• Poor tracking setup and disconnected CRM systems.
• No structured paid media strategy to reach ideal customer profiles (ICPs).
• Low urgency within sales to explore new channels.
• Long sales cycles. 

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Our mission: prove that online can drive pipeline and build the foundation to scale it.

Our Approach

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We started with a full audit of Xomnia’s tracking and CRM. This was followed by a phased rollout of paid media campaigns across Google Search and LinkedIn, aligned with their strongest propositions: Generative AI, MLOps, and Data Platforms.

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Tracking & CRM

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We implemented full UTM tracking and GA4/GTM event capture, giving Xomnia clear visibility across the funnel. This not only enabled remarketing and ROI tracking, but also made it easier to report performance and insights back to internal stakeholders.

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Google Search

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We launched high-intent campaigns targeting keywords like “AI consultancy,” “build data platform,” and “generative AI for business.” Ads and landing pages were tailored to decision-makers, often tying into existing content such as blogs, quick scans, and whitepapers.

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LinkedIn Ads

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We centered the strategy around thought leadership, education and social proof. 

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• Thought Leadership content from Xomnia consultants (e.g., on MLOps, LLMs).
• Testimonial ads featuring major clients like Albert Heijn and VodafoneZiggo.
• ABM campaigns targeting accounts from the dream customer list.
• Retargeting based on high-intent website visitors and ad engagements with direct response ads.

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We tested various ad formats — from document ads to carousels — and tailored messaging per vertical (e.g. tech, finance, utilities).

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Results 

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• Three high-value clients acquired through Paid Media (Search + LinkedIn)
• +40% increase in ICP-quality leads via the website
• Paid Media ROI: +566%

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What Made This Project Special

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This wasn’t just about launching ads, it was about laying the foundation for scalable growth. We bridged the gap between sales and marketing by setting up the right tooling and aligning on shared objectives. Paid Media now plays a strategic role at Xomnia, supporting not just awareness but concrete pipeline.

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