Omni Lab Consulting

Omni Lab is a demand gen agency for Series A to Series D B2B SaaS companies. We help you create, manage, and optimize paid advertising campaigns across most major ad channels like LinkedIn, Google Ads, YouTube, Display, Reddit, TikTok, and more.

We focus on optimizing for leading and lagging indicators to ensure your paid efforts are driving qualified leads and opportunities that meet your ICP.

Co-Founder

Exit Five

Member

RevGenius

Jellyfish

Sr. Director of Sales & Partnerships

Stitch Labs

Regional Director of Sales

Teralytics

Head of Sales, East

XeoMatrix

Head of Sales & Marketing

MicroStrategy

Sr. Account Executive

Sr. Business Development Manager

Carahsoft Technology Corp.

Account Representative

Smashwizard

Founder, CEO

Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands

Over the last 15+ years, I've worked for 4 VC backed SaaS companies, consulted with more than 100+, helped 1 get acquired, 1 reach unicorn status, and many more generate millions in net new revenue.

I've also seen a handful of those startups go out of business...including my own SaaS business so I know many of the mistakes. 

Over that time I've noticed that the buyer's journey has evolved. 

Today buyers have the power.

Yet, many SaaS businesses still continue to run the same programs that worked a decade ago. 

They continue to over-rely on lead gen and create friction in the buying process. 

This is pushing customer acquisition costs sky high and causing many to miss their targets. 

The way forward is to take a buyer-centric approach to creating and capturing demand. 

Buyer-centric demand gen is when your funnel aligns with how the buyer wants to learn about your company. 

It means you write in the language your buyer understands, you consider how they consume information, and when and how they want to buy. 

When you take a buyer-centric approach you generate more pipeline and revenue and an enduring brand. 

This is why we started Omni Lab.

------------------------------------------------------------

What we do for Series A to Series C SaaS startups:

→ Manage and optimize paid media across any digital channel
→ Distribute content/messaging via paid to grow pipeline and revenue
→ Build out engaging ad creative
→ Focus on optimizing the funnel based on pipeline and revenue. 

Results from SaaS companies we have worked with: 

→ Unicorn Status in 10 months
→ Grew pipeline 372% and lead > opp rate 266%
→ 1,300% increase in revenue Q3 > Q4
→ 20% increase in revenue Q over Q

If you are looking to create and capture demand via paid media, let's chat :) 

email: jonathan@omnilabconsulting.com or DM me

Jonathan Bland

If I were a VP of Marketing/Founder/CEO, and I were trying to get my first 100 users. I wouldn't use paid ads. 

I'd first focus on doing the following (in this order)

1.) Email/call/reach out to everyone you already know that could be a fit
2.) Email/call/reach out to everyone you know that might know your ICP
3.) Email/call/reach out to people that could be a fit that you don't know
4.) Post/engage thoughtfully on social media

Ideally, these all happen before you even build the production app, so you can validate that there is a problem and that demand already exists. (we know that doesn't happen sometimes...)
 
In this time, you'll learn:

- The messaging that resonates best
- The top use cases/problems for your product
- The positioning that worked best
- The specific segments that convert better
- And so on

Which will then derisk your investment in paid media and ultimately your product roadmap. 

It doesn't mean everything will be "figured out", but many of the fundamentals will be in place to allow channels to have a better ROI.

Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands (HIRING)

"You can have the best product in the world. But if no one knows about it, you have NOTHING."

Arnold wasn’t wrong.

In categories where every product starts to look the same, mental availability becomes the real advantage.

If you’re not top of mind when they’re ready to buy, you’re invisible.

(84) Accounts | LinkedIn Campaign Manager

li_at

JSESSIONID

I'm a bit worried about you. 

We just launched the campaign, and you want to know how it's performing?

Google Ads don't work. 
LinkedIn Ads don't work. 
👉 Before you blame the channel, consider this. 
 
CLICK
- Does the search term align with the ad?
- Are you bidding on the right keywords?
- Do those keywords align with those that convert to pipeline?
- Are you targeting your ICP or your TAM?
 
WEBSITE
- Does the ad align with the landing page?
- Is it easy to understand how it works, who it's for, how much it costs, and the outcome it drives? 
- Do you have relevant social proof?
 
CONVERSION
- Is the form simple and short?
- Does it offer an easy way to schedule a meeting?
- Are there clear CTAs across the website?
- Do you address common objections on the demo page?
 
LEAD HAND-OFF
- How long does it take to set up a meeting with a buyer after the form is filled take?
- Did we align the follow-up with the intent level?
- Do we offer a demo at the first meeting?
- Do we identify the core problems of the buyer and how our solution can help solve those issues?
 
SALES CYCLE 
- Did we create a close plan?
- Have we gotten all key decision-makers involved?
- Do we add value along the sales process?
- Do we always set up the next meeting with a clear agenda?
- Have we properly differentiated ourselves against competitors and keeping with the status quo? 
 
80% of the above don't directly involve the "channel". 
 
Asking all these questions takes time; it isn't easy and isn't nearly as fun as just throwing in the towel on a channel. 
 
HOWEVER, if your ICP is searching for your solution or is active on a channel, then it's likely it's a good channel for you to be on. 
 
The other day, I was talking with a Head of Growth at a Series B B2B SaaS brand, and they said, "Many of the leads coming from Google Ads aren't converting to revenue." 
 
I waited....
 
Then he said.

"After listening to sales calls and reviewing our process, we realized that we need to work on our sales process. We have leads not being followed up with, poor identification of problems on calls."
 
90% of post-click activities have a huge impact on ROI in your paid channels. 

TL;DR: Before you blame the channel, do the research to see if there are other reasons leads aren't converting to opportunities.

Coming from a sales background, I used to think marketing’s job was simple: deliver more inbound leads so I could hit quota with fewer cold calls. 

Over time, I realized most of the real impact marketing generates isn’t visible in the short term and doesn’t look like a “lead.”

Yet, marketing is under more pressure than ever to deliver "leads". 

A recent survey by MarketingWeek found that 37.7% are under pressure to deliver leads, regardless of quality (unacceptable in my book). 

And 52% claim senior leadership fails to understand the importance of marketing beyond lead generation. (yep, we all know this and feel this)

Marketing can be a short-term lead generator and needs to connect back to business outcomes; however, you'd be incredibly short-sighted if you think that's all marketing "does". 

Marketing is:

- Positioning the product so sales can increase win rates
- Building mental availability so cold outbound reply rates increase
- Building content engines that engage and build trust with buyers before they are in-market
- Making the website clear so buyers understand what the hell you do
- Feeding marketing insights to the product team to guide the product roadmap
- And more

Many of those things don't show up as “leads" in the CRM, yet they make selling dramatically easier in the long term.

So from the sales perspective, it’s easy to conclude that if marketing isn't driving leads, it isn't doing anything because the impact isn’t always immediate or visible.

And from marketing’s perspective, it’s exhausting to constantly defend long-term work to short-term pressures.

The reality?

1.) Marketing needs to help the whole org understand what it's doing to drive both short and long-term goals. 

2.) And ensure proper expectations are set, as everything marketing does can't be measured with the same brush. 

3.) In addition, focus on reframing the way you talk about other initiatives that aren't directly related to promotion. 

Instead of saying “we are redoing messaging and positioning this quarter to better position the company in the category.”

You say, “We are reworking how we position ourselves in the category to help buyers better understand why we are a better choice against alternative solutions, which will help improve lead-to-opportunity conversion rates."

Like everything, it's about balance, setting the proper expectations, and helping educate senior leadership on how to measure different initiatives.

Easier said than done.

People forget that buyers buy on their timeline. 

Not on yours. 

Just the other day, a vendor gave me a deadline to close a contract. 

They said, "We can offer the discount until the end of the month."

My first reaction was feeling pressure to sign the deal. (what they want)

Then I just felt like I was being rushed to buy something. 

It made me want to abandon the whole deal. 

This isn't the type of environment you want to create for buyers. 

During the sales process or before. 

However, we often spend so much energy trying to convert people who aren’t even close to making a decision yet.

Instead, we need to find ways to "eat up" more mental real estate so we are the first brand that pops into their minds. 

We can do that by: 

- Building deep relationships with them
- Helping them with something
- Being clear with what we do
- Creating memorable moments
- Sharing something they value

Stop trying to force the sale, be a helpful guide, and stay top of mind so when they are ready, they choose you on their timeline.

How would you feel if you told your CEO that you saved the company $100k?

And that you reallocated that budget to better-performing campaigns, which should drive an estimated x number of high-intent conversions. 

I can't think of any VP of Marketing who wouldn't want to share that story. 

And this is exactly the story for this SaaS brand that's raised more than $100M.

Over the past 3 months, they have spent $99,849k on keywords with zero conversions. 

Here’s how to see if you have the same opportunity:

1.) Export or build a report in Google Ads and pull metrics/attributes that include: keywords, clicks, impressions, CPC, cost, conversions, conversion rate, and search impression share. 

2.) Take the average cost per conversion for a similar campaign (e.g., non-brand)

3.) Apply a filter to your report to be set at 1.5-2x (or an amount you are comfortable with) the average cost per conversion

4.) Apply a filter to the conversion column to look for keywords that have spent 1.5-2x your average cost per conversion with zero conversions. 

That’s it. Or you can automate this with rules; albeit, I still think some human oversight is important. 

Generally, I’d start with reviewing the brands CRM or offline conversions; however, if conversion tracking is set up correctly, that should be sufficient to guide you on what to cut keywords that have produced zero conversions. 

Many of these keywords for this SaaS brand generally aligned with the brand; however, 20 other keywords in the account aren't close to being maxed out. 

So while you could argue you should review:

- search terms report
- match types
- ad copy
- landing page,
- Etc.  

...You already have clear proof that these other 20 keywords are driving high-intent conversions right now. 

You can always come back to keywords that have been cut to work on all those things I mentioned, but if you are looking for something that can help improve performance in the short-term, that is where you should start.

"SQLs are up 57%" 

"No, I actually see that we are only up by 37%"

I've seen these conversations play out so many times internally between teams. 

And sometimes between us with the brands we support. 

When you aren't aligned or you have reporting discrepancies it makes impossible to understand what's working and what's not. 

So often, reports aren't using the same date property, the same filters, or the same attribution model, which creates frustrating moments when two teams report completely different results. 

Or worse, they aren't agreed on, or they change often, which then destroys historical funnel conversion rates. 

To avoid this, sales, marketing, product, and the exec team must agree on:

- Lead stage names and definitions
- How performance will be measured and with what KPIs
- Determine CRM properties  and filters for key reports
- The exit criteria used to move someone from one stage to the next

This is your internal data dictionary that everyone in the company can review to ensure reporting stays aligned. 

You then need to agree on the ONE attribution model you'll use for determining "source". 

Why one?

Because it adds way more complexity when you change models, and it's difficult to communicate results across multiple models. 

You can and should use different models to support a narrative you are trying to communicate and/or answer different questions, but the core reporting needs to be aligned on ONE. 

As you build up reporting consistency, it'll get a lot easier to do "accurate" funnel analysis and understand the impact of experiments you are running. 

Without this, you'll be stuck in endless arguments trying to benchmark results on data that isn't consistent.

(87) Accounts | LinkedIn Campaign Manager

I'm feeling so grateful...

Since launching our partner program, we've paid out around $20k in referral fees in 2025. 

Before I say anything more...

I just want to thank all the customers, friends, and people who were nice enough to think of us first. :)

I know there are other paid media agencies out there, and it truly means the world to me that you put your reputation on the line and recommend us. 

So thank you. 🥂

If you aren't part of our partner program and are interested, here's a bit on how it works:

1.) You know a B2B SaaS brand that needs help with paid media
2.) You sign up as a partner with Omni Lab
3.) You get approved
4.) Make an intro via email
5.) Intro accepted (if ICP fit and not an active lead/deal)
6.) Deal closes
7.) *You get sent $2,500 💰

And just so you know, this doesn't need to be set up between your company and Omni Lab; you could refer a brand and be paid as an individual (contractor).

That means $2,500 directly to you. 

If you're interested, you can go to Omni Labs' website > resources > then Partner Program to apply. 

That's it. :) 

DM me if you have any questions. 

Otherwise, thank you again to those who have supported us! 

*Note: There are some other terms & conditions laid out in our partner agreement, but it's pretty straightforward.

At Omni Lab, we've seen a 667.34% increase in traffic from ChatGPT YoY. 

And just the other day,  Lee Gannon from Cognism sent me this Slack below. 

More and more people who come to us inbound are mentioning LLMs as one of the ways they found us; ChatGPT is the first, followed by Perplexity, and then Google AI. 

It's somewhat clear that these could be some of the reasons we are being recommended:

- We are listed in some top 10 demand gen/paid media agency comparison lists
- We have been producing organic content on LinkedIn for years
- We've done content collaborations (e.g. guest podcast, webinars, events)
- We've implemented a number of technical changes on our website to optimize for LLMs
- We've added a structured list-based page dedicated just for LLMs to read called "Hey AI Read this"
- We're also being recommended in some "agency recommendation" threads on Reddit

While all this is generally good, I have noticed that some brands are:

- Often a bit smaller, less qualified
- The calls are often colder; less familiar with us

Regardless, it's clearly a good thing to see more activity with LLMs trending up, and I'd expect not just us but other categories to see the same thing. 

I'm also sure some people will ask an LLM for recommendations, then simply go to your website directly, which creates holes in this analysis.

Senior Demand Generation Manager at Cognism | Growth Marketing B2B SaaS | Paid Media Specialist

Cognism

If your friend just bought a new Ferrari, would you buy one?

Probably not. 

Then why are you so concerned with what keywords your competitors are bidding on. 

You have to fight the social conformity.

Just because they decided to spend a bunch of money (or go into debt) doesn’t mean it’s the right financial decision for you.

The same thing is true for doing competitor keyword research. 

If Monday.com can help with workflow automation and is the number one recommended by Google in its Workflow Automation tools recommendation list...

Should they bid on "workflow automation" just because similar products to theirs are bidding on it?

Not necessarily. 

Here’s why:

1.) You’re copying an unknowable strategy

You have no clue whether their campaigns are profitable, whether they’re targeting the same ICP, or whether their agency is just dumping budget to show activity.

2.) You inherit their mistakes

Just because they can bid on something doesn’t mean you should. Most companies run mediocre PPC programs with bad tracking and outdated keyword lists.

3.) You become reactive instead of buyer-focused

The moment you optimize based on what competitors do, you stop optimizing for what your customer actually searches for.

Sure, use tools like Spyfu, Ahrefs, and others to see what keywords they are bidding on for research, but don't chase competitors. 

Chase your customers.

Why are the first 10 minutes of webinars wasted talking about "housekeeping items”? 

Why not instead jump straight into the content? 

If I listen to a recorded webinar, I’ll always skip ahead as the first 5-10min is usually just pre-webinar banter, intros talking about people's background, the agenda, and other "house keeping items". 

I've never been on a live webinar that does this.  

What if you skipped all of that and started with a compelling question to get people thinking? 

Or what if you simply dove right in to the content? 

That’d hook them in early.

Maybe something like this: 

1.) Open with a compelling hook (big insight, misconception, or story)
2.) Deliver the #1 takeaway immediately (buy trust in the first 60–90 seconds)
3.) Move straight into the content
4.) Keep intros to ~15 seconds
5.) Skip the housekeeping entirely (or put it in the chat)

Worth a thought.

Garnter found that buyers spend only 17% of their total buying time with sales.

The other 80–95% happens in channels marketing owns or influences, search, social, peers, review sites, your website, and product.

Surveys from Gartner, McKinsey, and 6sense all tell the same story:

– 60%+ of buyers would prefer a rep-free experience.
– 80% of sales interactions now happen through digital channels.
– In 4 out of 5 deals, the buyer has a preferred vendor in mind before they ever talk to a rep.  ￼

If marketing now influences roughly 80% of the buying journey, then marketing should receive a greater share of investment.

Sales isn’t going away, but its role continues to shift later in the process. By the time a buyer submits a “demo request,” they’ve nearly made their decision.

That puts a huge responsibility on marketing:

Be the brand they think of before they’re ready to buy.

Invest accordingly.

It's easy to blame the channel. 
It's hard to scrutinize the entire buying journey. 

I'm sure at some point you have said in your career...

 "X channel didn't work for us".

And by "work," you probably mean the channel didn't produce easy-to-measure direct-response leads. 

Or it may have been that you weren't able to generate quality leads. 

Generating inbound conversions is no doubt a part of creating a strong pull motion, but there are a number of reasons outside the channel's control that are important to review. 

- Lead to sales hand-off
- Positioning/messaging
- Targeting & segmentation 
- Product gaps
- 1st call sales pitch

We need to scrutinize what's happening down funnel as well, just as much as we scrutinize the channel, because, last time I checked, Google Ads didn't call up the VP of Finance to approve the software purchase. 

TL;DR If your ICP is there, it's a good channel for you. Period.

Grouts Online

We're helping founders and marketers at Seed & Series B B2B SaaS companies to hit their growth targets by generating more demo requests that convert to pipeline using our Paid Ads frameworks and experimentation.

Services:
- Paid media strategy & campaign media planning
- Google Ads campaign management & reporting
- Landing page conversion rate optimization & Ad creative testing
- Data and website analytics & tracking management

Founder

Performance Marketing Consultant

Driving Demand

Driving Demand is an invite-only community for European B2B marketers obsessed with revenue.

Member & Podcast Guest

Easygenerator

Paid Social Specialist

I grow a pipeline leveraging Paid media and Organic Social for content distribution.

I built a Demand Generation strategy and systems to deliver our message to ICP. I manage the process from hypothesis, research, ideation, and production to content distribution. The process covers stakeholder engagement and alignment.

Data Analysis helps me to make informed decisions for our further activities and evaluate our actions. I regularly report to senior stakeholders the results and the status of marketing projects.

Performance Marketer

Freelance

- Running campaigns and consulting for an agency with SME clients
- Managing campaigns for clients from the SME segment. Direct communication with owners or CEO
- Creating automatic reports in Data Studio
- Meetings with clients, reporting the results of campaigns and proposing next steps
- Supporting digital agency as an external consultant on different projects - paid media, website analytics

Digital Marketing Specialist

MarketUP s.r.o.

I worked as a Campaign specialist with portfolio of performance clients such as Nordic Telecom, UNI HOBBY, Člověk v tísni, TayllorCox, Axa Assistance (CZ, SK, AT) and A3 Sport (CZ, SK, DE). Performance channels include Paid search, Shopping, Google display/discovery and Facebook campaigns (Objective conversions or Catalog Sales). 

Specialized in e-commerce with focus on revenue growth and driving conversions. 

I work with Google Ads Automation, using Google Scripts, SQL, BigQuery; advanced performance campaign management. I completed a training Google Automation HERO from Google in order to work with automatization in Google Ads. 

I also have experience with comprehensive digital campaigns with brand awareness targets. Usually, there were channels as Google Display, Youtube and Facebook.

Senior PPC Specialist

BIO4BODY

Running an e-commerce website with natural cosmetics and supplements. I did operational matters and create and execute marketing strategies.

Business Owner

Antee s.r.o.

Management of PPC campaigns in Google Ads, Sklik, Facebook Ads for the small business segment with a small marketing budget.

PPC Specialist

- Acquisition of new customers in the SME segment
- Identification of client requirements and design of solutions and project management
- Obtaining materials for classification analysis, copywriting, graphics
- Assignment for UX designer - description of web functions, structure design and wireframe sketching
- Communication between the customer and specialists, incorporation of requirements
- Customer care - web development and providing online marketing services

Account Manager

Customer care by handling requests received by phone or into CRM (REDMINE)
I helped edit the website in the content management system and other modifications using HTML and CSS, setting up emails to clients and editing DNS records

Technical Support - HELPDESK

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a Call below to fix and scale your ads

Helping B2B SaaS founders and marketers to increase demo requests that convert to a pipeline with Paid Search. 

We work as an extension of your marketing team and build and execute your Google Ads strategy that generates more high-intent demos with a proven framework implemented for multiple B2B SaaS companies.

Results for our clients:
- Generated $1,65 in pipeline from Paid Search campaigns in 12 months
- Scaled Google Ads from 0 to 30+ demo requests a month in 6 months
- Generated $100k in the Pipeline in 2 months with 5k/month in Paid Search
- Improved conversion rate from 0.3% to 2.25% and reduced CPA by 83%
- Scaled Paid Search from 10k to 20k/month and generated 200k in pipeline in first month

So, If you are a marketing lead or B2B SaaS founder and want to reduce CAC and scale your Google Ads, DM me, and we can chat.

Roman Krs

Cheatsheet: How to use Demand Gen campaigns for B2B SaaS.

A tactic that now outperforms Search in many accounts.

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a call to cut wasted spend & scale pipeline → best for $20K+/mo budgets

How we generated $693,000 in direct pipeline with Paid Search in 3 months.

Here’s the exact Google Ads strategy we used with a $15K/month budget.


Context:

Company: Series B B2B SaaS
Segment: Midmarket
ACV: $25K+
Goal: Demo Requests
Budget: $15-25K/month
Channel: Google Ads


Strategy:

1/ Search Campaigns

Our focus was on the main category keywords + capturing demand from the legacy category.

Campaign set-up:
- Keywords: Category keywords, competitors, legacy category/competitor terms
- Match Types: Combo of Exact Match + Phrase Match
- Bidding: Max. conversion bidding strategy
- Landing Pages: Started with product pages, then tailored to intent
- Device Targeting: Desktop only (for now)

First, we had to clean up duplicate conversion actions and pause low-intent & low-volume keywords to set good foundations.


2/ Demand Gen

Then, we covered retargeting with a Demand Gen campaign and also expanded it to cold audiences.

Campaign set-up:
- Custom audiences with competitor keywords & high-intent keywords
- In-market audience directly related to the category (kept only this one)
- Used product videos, UI visuals, and testimonials
- Sent traffic to a conversion-focused landing page
- Google Ads conversion event as primary conversion
- Starting with $50/day budget & Max. Conversion bidding

We let the campaign run for 2–3 weeks without making adjustments. Then, paused underperforming audiences and creatives.


3/ Youtube In-Feed

For top-of-the-funnel reach in the top-performing audiences, we promoted TOP webinars in the In-feed placement (Homepage, next videos, etc.)

We track CTR to video & consumption of people who start watching. 

And collect retargeting audiences to reach them with demand gen.


Reporting:
- HubSpot CRM integration & imported lead & deal data.
- UTM tracking + Traced pipeline back to specific campaigns.
- Google Data Studio Dashboard with Full-funnel tracking (Lead -> CW)


Results:
- $693,000 in direct pipeline in 3 months
- $37,000 in Google Ads spend
- $24,000 closed-won deal from Demand gen


Summary:
We focused on cleaning foundations and optimizing high-intent search and competitor campaigns to scale up & drive the pipeline.

Demand Gen helped to expand beyond search placement and capture in-market buyers on YouTube, Gmail & Discover. 

Also, the YouTube in-feed campaign helped to generate top-of-the-funnel reach and retargeting audiences.

As the conversion data was stable, we focused on tailoring landing pages for top-performing topics.


—-


If you’re a marketer in B2B SaaS, spending around $15k+/month, and need help with a Google Ads strategy

DM me, and let's chat about how I can help you grow your pipeline.


#b2bsaas #paidads #googleads

“I don’t know how to make Google Ads drive pipeline.”

I hear this from B2B SaaS teams often.

Here’s the framework I use to fix it:

Most Google Ads accounts struggle for the same reasons:

- High CPL and low demo volume
- No clear structure or keyword strategy
- Search-only setup with no top-of-funnel
- Missing tracking and offline conversions
- Budgets spread too thin with no learnings
- Landing pages not matched to the campaigns

When these issues exist, pipeline will always be unstable.


The shift happens when we start focusing on real revenue drivers: SQLs, Opportunities, Pipeline value.

Once this becomes the goal, performance gets more predictable.

You stop driving traffic and start building a pipeline.


From there, I rebuild the Google Ads engine:

- Clean campaign & keyword structure
- Proper match types, negatives, and exclusions
- Smarter bidding & budget consolidation
- Strong high-intent keyword coverage
- Demand Gen & YouTube for incremental reach
- Ad copy improvements & testing
- LP message match and conversion flow fixes
- Tracking, offline conversions, CRM alignment
- Reporting clarity from MQL → SQL → Opp → Revenue

This is the core of the 6-Week Growth Sprint.

And it works.

Recent outcomes:
- $693,000 in qualified pipeline in 3 months on $37K spend
- $1.1M in direct pipeline with Paid Search in 6 months
- More consistent cost per opportunity every quarter
- Accounts stabilizing after inconsistency periods
- Search performance recovering after restructuring + TOF activation

Proof beats promises.

I also hear the same things repeatedly:

• “We already have someone managing the account”
• “We tried Google Ads, it didn’t work”
• “Our CRM isn’t the issue”
• “Our landing pages are fine”

But once we dig into tracking, keywords, bidding set-up, and landing pages.

That’s where everything finally makes sense.


If you’re a B2B SaaS spending $15K–$50K/month on Google Ads and:

- results feel unstable
- demos fluctuate
- CAC isn’t predictable
- Search performance hit a ceiling
- you don’t know what’s actually working

…this is for you.

DM me “Sprint” and I’ll show you how to get clarity, structure, and confidence in your Google Ads in the next 6 weeks.

Demand Gen campaign just generated a $24,000 closed-won deal from $2.8K in ad spend for a B2B SaaS.


Cold audience.

Discovery placement.

Attributed directly in HubSpot.


People overlook Demand Gen because it seems too top-of-funnel.

But this is exactly why it works.


It reaches your ICP before they search.

It builds familiarity.

And it drives incremental demos from in-market buyers that search alone can’t capture.


Here is the exact setup behind this result:

- In-market audience relevant to the industry
- 1-minute animated product intro walkthrough
- Max. conversion bidding w/ min. $50/day budget
- Traffic sent to a conversion-focused landing page
- Keeping the learning phase stable.


Demand Gen is not replacing Search.

It expands your funnel and adds a new layer on top.

And supports the search results because people recognize your brand.


---


If you want a system that consistently drives pipeline, send me a DM and we can discuss how I help B2B SaaS marketers grow qualified demos from Google Ads

Here’s the simple framework I use to optimise landing pages for Google Ads.

Recently, it increased the conversion rate from 2.8% to 8% (+191%) for one B2B SaaS client.

By making the landing page longer, not shorter.

Here’s the breakdown:

1/ Match the headline to the keyword intent

- Make the headline and subheadline reflect the exact search intent

The user should instantly know they’re in the right place.

2/ Build a conversion-focused page structure

Navigation:

Use a scroll-based floating navigation with core sections:
- How it works
- Customer stories
- Pricing
+ Demo CTA that scrolls directly to the form

Now the structure itself:
- Hero section with keyword-aligned headline + primary CTA
- Social proof with logos, etc.
- Problem / Positioning section
- Capabilities/product value pillars
- Features section
- Mid-page CTA
- Testimonials + case study highlight
- Optional second mid-page CTA (depends on design length)
- High-level pricing overview
- Embedded demo form (all CTAs scroll here)
- FAQ to remove objections


This structure keeps users focused & increases consumption.


You provide answers at every section without friction.

You avoid scaring users with a form the moment they land. 

And you make key information easy to find.


The best-converting pages are simple.

Clear, relevant, and easy to act on.

I thought the biggest challenge in my business was scaling to an agency.

I was planning to hire, expand services, and grow fast.


Then life happened.


A lot of unexpected pressure at home.

Too many services to deliver.

Too much operational chaos.

And suddenly the thing I thought I wanted… felt impossible.


I was spread thin.


Clients weren’t getting my best work.

And I didn’t have the mental space to grow anything.


So this year, I made one decision that changed everything: I went solo and simplified.

I stopped chasing “more.”
I narrowed my service to Google Ads for B2B SaaS.
I rebuilt my systems.
And I focused on one thing I can do exceptionally well.

The result?

More clarity.
More peace.
Better client results.
More time with family.
Far less stress.

Sometimes growth isn’t about adding.

It’s about removing everything that dilutes your focus.

CRM conversions won’t improve Google Ads.

Often, it makes performance worse.

If you switch too early.


Teams want to set the primary goal to MQLs, SQLs, or Opps.

But if the account isn’t ready, Google suddenly loses:
- volume
- historical data
- reliable conversion signals

Google can only optimise what it consistently sees.

And CRM-stage conversions are often slow, inconsistent, lower-volume, and incomplete when the setup isn’t mature.

And if your primary conversion has years of history, changing it can cause more harm than good.


Here’s the safe(r) way to transition:
- Keep demo or signup as the primary conversion 
- Add SQL / Opp / Closed Won as secondary signals
- Ensure Offline Conversions update correctly and consistently for months
- Switch when you have 30–50 conversions per month, at stable volume on campaign
- Avoid resetting the learning phase before you have enough data, let it run for months
- Expect a performance dip during the transition and don’t panic
- If unsure, test in isolated campaigns and limit the risk

If you’re not ready, don’t switch.


Changing goals too early doesn’t improve quality.

It removes the signals Google used to get, and it needs to learn again.

Seasonality is coming for B2B SaaS Google Ads.

It happens every year in the last two weeks of December.

Search volume drops, CPCs fluctuate, and conversions become inconsistent.

And if you don’t prepare, the algorithm starts overbidding and overspending. 

Here’s how to keep your Google Ads stable through the seasonal dip.


First - don't pause the campaigns!

- Keep them active so you start January with stable signals.

Second - avoid budget changes. Reduce only if necessary and instead:

1/ Set stricter targets in your bidding strategies
2/ Add seasonality adjustments to limit bidding
3/ Keep demand-creation tactics (Demand Gen, YouTube)
4/ Run retargeting to warm up the audiences
5/ Review search terms & do account hygiene


December seasonality is guaranteed.

Your job is to keep the system stable until intent returns.

And make sure you capture it when it does.

When the work gets boring, you still have to keep going.


You signed up for that when you chose to build your own business or consultancy.


In the beginning, everything is new and exciting.

You feel momentum, and every win feels big.


Then the routine hits.

Some days feel the same.
Some weeks are just execution.
You work solo most days.

It gets boring.

And that is exactly where most people get distracted.

They start something new, change direction, or give up too early.


The truth is simple.

Boring work is what compounds.

Boring work is what builds a business.

Boring work is what keeps clients and creates results.



The boring work is usually the work that moves you forward.

You just have to stay long enough to see it.

One of the biggest lessons I’ve learned running Google Ads in 2025:

The highest-value skill is knowing when not to touch the account.


This only applies when the foundations are right.

Clean structure.
Correct tracking.
Optimized landing pages.
Clear conversion goals.

Once those are in place, constant changes do more harm than good.

Every unnecessary tweak resets learning.


The biggest wins don’t come from doing more.

They come from building a solid system, making deliberate changes, and then letting it run.


My lesson for 2025:

1/ Build strong foundations first.
2/ Make fewer, higher-quality decisions.
3/ Then get out of the way.


Not touching the account is often the hardest optimization.

But the most impactful in the long term.


PS: Don't get me wrong, basic account hygiene and isolated experiments are still needed.

A brand can generate $693,000 in qualified pipeline in 3 months with $37,000 in Google Ads spend.

While others struggle to convert leads, no matter the budget.


That’s when ads boost organic growth for a winning brand with market fit.


Ads are often seen as the solution to drive growth.

But when they’re not working, it’s usually not the ads themselves.


Even if you do everything right, it’s hard to make it work.

It’s more expensive. 

Everything takes longer.


But when you have strong organic momentum, ads accelerate growth.

With much better unit economics, which allows you to spend even more.

And this allows you to outspend the competition.


It’s not that ads don’t work.

They just amplify what is already there.


PS: If you are a B2B SaaS brand with strong organic momentum and want to scale ads, DM me, and we can chat.

B2B SaaS brands miss a huge opportunity to tell people what they actually do.


They create product videos that get buried. 

They put them on the homepage and that’s it.


But you can use these videos to tell your story across multiple channels.


B2B SaaS solutions are complex.

A good 2–3 minute product explainer can highlight the problem you solve, who you solve it for, and how.

It can speak for your sales team and website, and do it consistently.


Here are the best ways to distribute your product video:

1/ Landing pages / Website

- This is where it ends for most companies. 

Only people who already visit your site can see it.

2/  LinkedIn Ads / Social

- Show your product and your message to the most relevant people. 

Use it for cold audiences to build a warm retargeting pool.

3/ Google Demand Gen

- Distribute it on YouTube to broader audiences. 

Let the algorithm find users who are most likely to convert.


You can start with $10/day and get it in front of thousands of people.


Your product video already tells the story.

Paid ads make sure the right people hear it.

Google reps are very well-trained salespeople.

The way they recommend features is always interesting.

And when you push back, you often get the same line:
“I wouldn’t recommend it if I didn’t know it works. Why don’t you want me to help you succeed?”

Recommendation from Google rep:
- Turn on AI Max for this campaign so Google finds queries that are valuable to you
- Add broad match to use the full power of AI and not limit yourself
- Enable audience expansion because Google is smarter

The problem is simple.


These features work great.

When your account is clean, structured, and already converting.


But it's not always the case.

Often, the account isn't even ready for that, and it's not a fit for the segment.

And when these foundations aren’t there, they make everything worse.


Reps push what ticks their internal boxes and KPIs.

Your job is to protect your results.

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The Battle

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