Unanet is the modern ERP, CRM and capture platform for government contractors (and AEC firms) — and the most aggressive challenger to Deltek/Costpoint. Its LinkedIn advertising is one of the sharpest B2B programs in GovCon: a flagship industry benchmark (the GAUGE Report), a new AI capture product (GrowthStudio) and AI agents, and an unusually direct competitive-displacement campaign that names Deltek and offers to run the numbers.
How Unanet advertises: Unanet punches above its weight with a tight, confident program. Its anchor is the GAUGE Report — a 10-year, 1,204-contributor GovCon benchmark (with CohnReznick) that Unanet owns as the industry's data source and advertises through profit-benchmark hooks and executive posts. It launches product with real momentum (GrowthStudio for AI-driven capture; Champ Agents / Wyatt, AI agents for its GovCon ERP), runs contract-vehicle-specific plays (SHIELD, SEWP), and localizes to AEC (the INSPIRE report, LinkedIn Live events). But the signature move is competitive: a fleet of personalized Message ads that name Deltek's Costpoint cloud-migration deadline head-on — “forced to migrate does not mean forced to stay” — with a “Compare Unanet vs Deltek” reply built into the ad.
Unanet blends an owned research franchise (GAUGE), AI product launches, contract-vehicle plays and events with a signature, named competitive-displacement Message-ad campaign against Deltek.
| Format | What Unanet uses it for |
|---|---|
| Gated research | The flagship GAUGE Report (GovCon) and INSPIRE (AEC) benchmarks |
| Video | Product launches (GrowthStudio) and AI agents (Champ / Wyatt) |
| Message ad | Personalized competitive-displacement conversation ads vs Deltek |
| Single image / event | Contract-vehicle plays (SHIELD) and LinkedIn Live events |
Live Unanet creatives with their full ad copy (verbatim), format, theme and CTA.
"“70% of GovCon firms are now using AI. Two years ago, that number was less than a third.” The 10th-anniversary GAUGE Report — 1,204 contributors, from Unanet and CohnReznick — is the annual industry benchmark for how leading GovCons win, delivered via an executive post."
"Everything you need to know about Unanet GrowthStudio for GovCons in 1 minute. GrowthStudio transforms capture from a fragmented, manual process into a connected, AI-driven one — win more by moving faster."
"“Hi %FIRSTNAME%, Deltek's cloud migration may have a deadline, but the platform decision is still yours… Unanet has already helped hundreds of Deltek customers move off Costpoint… Forced to migrate does not mean forced to stay.” Reply options: Book a Meeting / Compare Unanet vs Deltek."
"Siloed data. Slow pricing cycles. Manual compliance work. The same friction that frustrates your teams will cost you SHIELD task orders. Win more MDA SHIELD task orders — without the spreadsheet scramble. Five operational pillars from RFP to compliant, priced proposal in days, not weeks."
"“Who let the dogs out? We did. 🐶” Champ Agents, powered by Wyatt, is now available for Unanet GovCon ERP — AI agents built into the platform, launched with a playful, scroll-stopping brand voice."
"Join us for a LinkedIn Live for Architecture, Engineering and Construction firms, covering key findings from the 2025 INSPIRE Report — “The Future of Resource Planning in AEC,” with Greg Hart, President of PSMJ. The same research-and-events playbook, localized to AEC."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Unanet (and, for GAUGE, CohnReznick). Captured from the public LinkedIn Ad Library. Competitor names (Deltek, Costpoint) appear in Unanet's own ad copy. Unanet serves both GovCon and AEC; examples focus on its government-contracting program.
The GAUGE Report — a decade of data, 1,204 contributors, with CohnReznick — makes Unanet, not the biggest player, the GovCon industry's data authority. For a challenger, owning the benchmark is a powerful way to out-punch scale.
Unanet's Message ads name Deltek's Costpoint cloud-migration deadline directly — “forced to migrate does not mean forced to stay” — and build a “Compare Unanet vs Deltek” reply into the ad. Naming the incumbent's forced-change moment turns a competitor's event into your pipeline.
The whole campaign keys off a specific catalyst (Deltek's migration deadline). Anchoring competitive outreach to a real deadline the buyer is already facing makes “switch now” feel timely rather than opportunistic.
“Who let the dogs out? 🐶” for Champ Agents, a crisp 1-minute GrowthStudio explainer — Unanet gives launches personality and clarity, which stands out in the dry GovCon feed and signals a modern, moving platform.
SHIELD- and SEWP-specific creatives speak to buyers chasing those exact task orders. Hyper-specific, vehicle-level targeting converts better than generic “GovCon software” because it meets the buyer at their actual pursuit.
We build LinkedIn and paid programs for high-consideration B2B and government contractors buyers — measured on pipeline, not impressions.
Book a free ad auditUnanet runs a sharp challenger program: the flagship GAUGE Report benchmark (with CohnReznick) as owned research, AI product launches (GrowthStudio for capture, Champ Agents for its ERP), contract-vehicle-specific plays (SHIELD, SEWP), AEC events and reports (INSPIRE), and — its signature — personalized competitive-displacement Message ads that name Deltek's Costpoint migration directly.
GAUGE is Unanet's flagship annual GovCon industry benchmark, produced with CohnReznick — a 10-year, 1,204-contributor study of how government contractors operate (profit margins, win rates, AI adoption). Unanet advertises it as the industry's data source to build authority and generate leads.
Head-on. Unanet runs personalized Message ads that name Deltek's Costpoint cloud-migration deadline as a decision point (“forced to migrate does not mean forced to stay”), position Unanet as the modern single-database alternative hundreds of Deltek customers have moved to, and offer a “Compare Unanet vs Deltek” reply right in the ad.
Own your industry's benchmark data to out-punch bigger rivals, attack the incumbent by name and time it to a real trigger (a migration deadline), give product launches personality, and target hyper-specifically (down to individual contract vehicles) to meet buyers at their actual pursuit.