A Manhattan digital marketing agency says a campaign it ran for ProPricer, a California maker of pricing software for government contractors, cut the company’s cost per LinkedIn lead by 79% and helped it triple the number of new customers it signed in a year.
BusySeed worked with ProPricer from early 2023 through the end of 2024, running its LinkedIn and Google advertising, its marketing automation and the promotion of its annual pricing conference. In January 2024, Deltek, a software company based in Herndon, Va., announced that it had acquired ProPricer. Terms were not disclosed.
ProPricer, founded in 1984 and based in Temecula, Calif., makes software that contractors use to build the cost proposals they submit when bidding on government work. According to Deltek, its customers include many of the top U.S. defense contractors. The market is large: the federal government committed about $755 billion to contracts in fiscal 2024, according to the Government Accountability Office. The number of people who buy pricing software inside those companies is small.
Before the engagement, ProPricer’s LinkedIn advertising produced 18 leads in 2022 at $602.25 each, and its Google advertising produced none, according to a review BusySeed prepared for the company. An audit at the start of the work found that about $244,000 a year in marketing spending was generating leads that were never followed up.
BusySeed rebuilt the LinkedIn campaigns around downloadable documents and lead forms aimed at specific job titles, split the audiences by title and company size, and connected the forms to HubSpot so new leads reached the sales team right away. Between March and September 2023, LinkedIn produced 447 leads at an average of $129 each, the agency said. The best-performing ad produced 98 leads at $68 each, and Google search ads added 79 more.
“We sell to a very small group of buyers, and every one of them matters,” said Penn Hoyt, marketing director at ProPricer. “Getting in front of the right people at the right price changed what our sales team could do. The growth we had during that campaign is a big reason Deltek acquired us.”
ProPricer went from closing about 12 new accounts a year to 36, according to figures the company reported to BusySeed. The agency said the leads included enterprise buyers such as Raytheon. BusySeed also promoted ProPricer’s Government Contract Pricing Summit, where registrations rose 40% from the year before.
“In a market this narrow, the question is never how many clicks you can buy. It is whether the right 50 people see you,” said Omar Jenblat, BusySeed’s founder and chief executive. “We kept narrowing the audience until the leads looked like the customers ProPricer already had.”
Jenblat founded BusySeed in 2013. The company was based in Providence, R.I., before moving its headquarters to New York City. It says it has worked with more than 550 businesses. In 2026 it began publishing studies on how AI assistants such as ChatGPT, Claude and Gemini recommend companies, using data from Rankxa, a tracking tool it operates.