B2B SaaS and FinTech
B2B paid media that's judged on pipeline, not leads
Most B2B ad accounts are optimised to produce cheap leads, and most of those leads never turn into opportunities. I run LinkedIn and Google for B2B SaaS and FinTech companies with the CRM as the source of truth, so spend is judged on the opportunities and pipeline it creates.
Where B2B paid media usually goes wrong
- Lead volume is up, but pipeline isn't.
- Marketing and sales can't agree on what's working.
- LinkedIn looks expensive per lead, so it's hard to defend to the board.
- HubSpot and the ad platforms report different numbers.
- Google's Smart Bidding is learning from form fills, not from deals.
What I run for B2B companies
LinkedIn demand generation
Thought leader ads, document ads, retargeting and lead gen forms planned around the whole buying committee, not just whoever fills in a form.
Google Ads for B2B
Brand, high-intent non-brand and Performance Max, with offline conversions from your CRM so bidding learns from opportunities rather than leads.
Account-based marketing
Paid, SDR and content aimed at one named-account list, measured on account engagement, meetings and pipeline.
CRM attribution
Conversion setup, UTM rules and reporting that ties ad spend to HubSpot or Salesforce stages from lead to closed won.
Channel and budget strategy
The right mix of LinkedIn, Google, Microsoft and retargeting for your deal size, sales cycle and ideal customer profile.
Fractional leadership
I join your stand-ups, report to your CMO or CEO, manage any agency or freelancers, and plan the handover when you hire in-house.
Channel services: Fractional Head of Paid Media, Google Ads Management, LinkedIn Ads Management, Paid Media Audits
What you'll see in the report
One set of numbers, taken from the system your finance team already trusts.
Need custom dashboards or AI reporting workflows? Those are built by my separate business, Ad Ops Autopilot ↗
- Cost per opportunity
- Spend divided by opportunities created in the CRM, by channel and campaign.
- Pipeline created
- Opportunity value sourced or influenced by paid, taken from HubSpot or Salesforce.
- Pipeline to spend
- How much pipeline each pound of media creates, the number your board actually cares about.
- Funnel conversion
- Lead to MQL to SQL to opportunity, so you can see where good leads are being lost.
Related insights
- Flat Fee vs Percentage of Ad Spend: Paid Media Pricing Why percentage of ad spend pricing misaligns incentives, how flat fee paid media pricing works, and what to ask any agency or consultant before you sign.
- Fractional Head of Paid Media vs Agency: Which Is Right for Your Business? How fractional paid media support compares with an agency, and how to choose based on the work your business actually needs.
- Google Ads Audit Checklist: 10 Things to Review Before Increasing Your Budget Ten areas to examine before pushing more budget into an account, with an emphasis on genuine business results.
See what I'd change in your accounts
Request a free audit. I'll send a short written review of where money is being wasted and what I'd fix first. It's yours to keep either way.