Paid Marketing

Paid for B2B SaaS is a different discipline from ecommerce or consumer lead gen. The journey is longer, the buying committee is larger and the first conversion is rarely the final commercial outcome. A campaign can produce cheap leads and still fail if none become qualified opportunities.

We run Google Ads, LinkedIn Ads, paid social, retargeting, landing pages and creative testing as one system. It starts with ICP clarity: who should see the ads, what pain they are solving, what proof they need and what offer moves them forward. Only then do we build campaigns.

Search works when keyword intent, ad copy, landing page promise and sales follow up are aligned. We structure accounts around problem aware, solution aware, competitor and category queries, separating research searches from buying searches so budget never funds the wrong intent.

We manage negatives, match types, quality score, conversion tracking, offline conversion imports and CRM feedback loops. The question we answer every month is which keywords create qualified pipeline, not which create form fills.

LinkedIn, Meta, Reddit and YouTube earn their place by testing messaging, educating buying committees and retargeting engaged accounts. We build creative systems around pain points, proof, objections, competitor alternatives and customer outcomes, with enough variation to learn fast.

The landing page is usually the biggest lever. We build or rewrite pages so the ad promise continues after the click: stronger hero copy, social proof, comparison blocks, FAQs and demo CTAs, all instrumented.

We report spend, cost per lead, cost per opportunity, pipeline value, win rate and creative performance. Leadership can see whether to scale, pause or reposition, instead of guessing from platform metrics.

Paid compounds with SEO and PR: search data reveals high intent topics for content, PR creates trust assets for landing pages and on page SEO lifts quality scores. It is a revenue focused acquisition system, not isolated media buying.