B2B SaaS paid media is usually optimized to the wrong number.
MQL volume looks great. Close rate doesn't.
Your lead-form ads bring in 400 MQLs/mo at a $120 cost. Sales closes 3% of them. Meanwhile demo-request ads bring in 40 MQLs at $800 and close at 28%. Guess which campaign your dashboard says is 'winning.'
LinkedIn is priced like Meta, used like a brochure.
$120 CPMs deserve real creative. You're running the same flat-design carousel your competitor ran two years ago. The platform deserves better and so does your pipeline.
ABM and paid live in separate worlds.
Your ABM team has a target account list. Your paid team runs broad lookalikes. Nobody has merged them. Half your spend is reaching companies you'd never sell to anyway.
How we run B2B SaaS.
Pipeline audit
Pull 18 months of opps from HubSpot/Salesforce. Map every closed-won back to its first-touch source. Find the ad types that actually produced pipeline — not the ones that produced form-fills.
ABM + broad portfolio
Split paid into two engines: ABM targeting your ICP account list with high-production creative; broad demand gen for category education. Different budgets, different KPIs, no bleed.
Creative system
Category POV videos, customer story carousels, demo-centric short-form, founder-led LinkedIn. 12–20 concepts per month — not the 3 banners most B2B agencies ship.
Pipeline-weighted optimization
Every weekly review starts with pipeline $, not MQLs. CRM data flows back into audience weighting via Zapier or direct integration. The number everyone optimizes to is the same one the board looks at.
Brands we've moved numbers for.
Rebuilt the attribution model around multi-touch closed-won. Shifted 40% of LinkedIn budget from broad persona to ABM list. Sales cycle shortened by 11 days on paid-sourced opps.
Killed form-fill campaigns that clogged the SDR queue. Doubled down on demo-request and high-intent search. Pipeline quality metric (SQL→Opp) rose 18 percentage points.
Stood up an ABM program targeting 800 enterprise accounts. Programmatic ads, LinkedIn InMail-pattern creative, custom landing experiences. Enterprise motion finally had top-of-funnel it could rely on.
Creative we've shipped for B2B SaaS brands.
Static, story and video units from accounts we've run. Each one tested against a kill rule, not a subjective review.
