Marketing @ KlientBoost - The Performance Marketing Agency

Struggling to make your paid ads profitable? I can help.

I've generated $50M+ pipeline (& counting) for B2B Tech and SaaS companies through content marketing, paid search, and paid social demand generation and GTM strategies.

"We've never been able to make paid ads work for us." — common feedback from happy B2B clients.

Some of the leading minds in B2B follow my content for fresh LinkedIn and Google Ads growth recipes.

Right now, I'm leading marketing @ KlientBoost to add $250K MRR using the exact same strategies, principles, & processes we roll out for clients.

Here's how we can help you: 
- Done for you marketing—starts with a free marketing plan
- Fresh growth recipes to your inbox—klientboost.com/kitchen
- Follow me on LinkedIn to learn the latest winning B2B strategies

Got a burning question about B2B paid ads? My inbox is always open too.

LFGTM 🤘

Patrick Cumming

Two years ago, I'd drop a carousel on LinkedIn and get 300+ new ICP followers.

Last week, I posted what might be my most valuable carousel yet and got <50 followers.

LinkedIn is officially pay to play.

The bad news: Organic growth and lead gen just got harder.

The good news: You can stop chasing viral posts. Write for your audience knowing you'll promote it later.

Here's how I'm adapting my approach to the new age of LinkedIn "pay-to-play" social selling:

1. Create a list of the most common pain points your target audience is facing and add it to a spreadsheet.

2. For each pain point, summarize your POV on the problem and the solution you provide to solve that problem. Add these into new columns.

3. Aim for 7-10 common pain points. I call these category entry points. They're the problems your audience faces that move them from out-market to in-market.

4. Write 1-2 posts per pain point. This gives you 10-15 posts targeting your ICP with content that actually matters to them.

5. Publish 1 post per day over the next 2 weeks. Let them build organic engagement for 48-72 hours before promoting.

6. Before you hit publish, add a P.S. section at the end of each post with a short description of your main offer and a link to the offer page. Keep it simple and relevant to the pain point you just addressed.

7. Promote every post as a thought-leader ad. Now, you can push these posts to the exact audience you're trying to reach. Let your in-platform attribution data tell you what is and isn't working, not the organic algo.

I've been piloting this approach for ~30 days to a B2B SaaS audience and we're already seeing a lift in qualified inbound.

We're spending ~50% less to do it too.

If you're only relying on organic reach, you're leaving 90% of your ICP on the table.

The new play isn't groundbreaking, but it works.

It's what we should've been doing all along: understand your audience, write what they need to hear, and distribute it where they actually are.

And if you're serious about making LinkedIn a predictable revenue channel in 2025, you should be testing it.

Who's in?

Here's a fast and dirty way to estimate your optimal 2026 marketing budget, best suited to $1M-20M ARR B2Bs prioritizing demand capture and in-market audiences:

How to Calculate (and Sell) Your 2026 Marketing Budget

I was totally wrong about LinkedIn thought-leader ads.

For most of 2025, I told my followers to only promote organic posts that hit 100+ engagements.

It made sense. Until the algo changed and killed organic reach overnight.

Posts I knew my audience would usually love started getting <50 engagements.

I didn't trust the algorithm to tell me what's good anymore.

So I made a bet that felt risky: stop chasing engagement. Only write content solving marketing-related pain points for our priority ICP.

Marketing leaders at $10-100M ARR B2B SaaS companies.

I knew engagement would tank. I didn't care. I'd put paid behind everything anyway.

Here's what happened when I tested it last month:

Post with <50 organic engagements:
- 14s+ dwell time
- 4.6% CTR

Post with 100+ organic engagements:
- 12s dwell time
- 2.8% CTR

The post the algorithm ignored performed 64% better with paid spend.

This pattern repeated across multiple posts. The data was clear.

Organic engagement is a vanity metric. Paid performance is the only metric that matters because it tells you what your true ICP thinks of your content. That's all that matters.

Here's the new thought-leader ad flywheel I recommend for B2Bs who want more LinkedIn Ads pipeline:

1. Pull transcripts from every first-touch call of closed deals in the last 12 months

2. Identify the 5-7 pain points that come up repeatedly

3. Write thought-leader posts addressing each pain point using PAS or AIDA frameworks

4. Let posts sit for 48-72 hours, then add a soft CTA with a URL

5. Move every post to your thought-leader campaign regardless of organic performance

6. Analyze paid metrics only: dwell time, CTR, and inbound volume

7. Double down on what's working in paid, not what performed organically

We're already tracking a 60% increase in B2B SaaS SQLs vs the previous 2 months.

During November. One of the quietest months of the year.

The takeaway isn't that organic is dead. You can still win there.

But LinkedIn is aggressively moving to pay-to-play.

Stop optimizing for the algorithm. Start optimizing for your ICP.

Better to adopt this now before everyone else does and the law of shitty click throughs catches up.

Every new marketing trend is "the one"... Until it flops.

Work with an agency that doesn't believe in shiny objects—only incredibly well executed marketing.

Here's a no-BS framework to generate more SQLs with LinkedIn Ads, best suited to B2B SaaS companies tired of optimizing for a funnel that doesn't match how buyers actually buy:

The 4-Step Demand Gen Strategy To Increase SQLs

If I was a Head of Marketing at a $50M ARR B2B SaaS expanding into a new market, this is the exact 6-step paid ads play I'd run:

1. Use Ahrefs to analyze in-market category keyword volume in your new market. High volume means launch Google Ads first. Low volume means start with a LinkedIn demand generation play.

2. For Google Ads: Calculate budget by multiplying avg. CPC by clicks needed to hit your demo target using current demo form conversion rates from paid search.

3. For LinkedIn: Build your target segment and calculate budget to hit 80%+ reach and 10+ frequency over 90 days using cost per 1,000 member accounts reached benchmarks.

4. If budget is too tight, shrink your audience. Pick one job title or industry to saturate first. Add new segments incrementally as more budget opens up.

5. Start with creative that's already working in existing regions. Pain points rarely vary much by geography anyway. Scale what performs in the new market. Pause what worked elsewhere but fails here. Test 2-3 new creative angles per month.

6. If you're not seeing booked demos within 2 weeks, targeting is broken. Switch from native targeting to a company account list. Turn off audience expansion. Exclude any job titles who don't fill out demo forms based on historic data.

I ran this exact play for a 5-figure ACV B2B SaaS last year and pipeline was higher in Q4 than any other quarter that year.

That's pretty rare for most B2B companies that aren't in hyper-growth.

Expanding into new markets can feel daunting, but it's actually fairly straightforward when you approach it with data-driven performance marketing principles instead of guessing your way through it.

Who's testing this out in 2026?

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

If I listened to what everybody says on LinkedIn, I'd have killed ads that generate the most pipeline.

Our best performing ads break every rule "experts" on here preach:

- Overused "If I was an [insert job title]" hooks
- Multiple em-dashes throughout the copy
- Direct sales CTAs to cold audiences

All things everybody says not to do.

Yet these ads drive more influenced pipeline and revenue than any other format we've tested.

(And only take 15 mins to write too by the way 😉)

The disconnect is real. LinkedIn's loudest voices optimise for engagement and vanity metrics. But engagement doesn't pay the bills. Revenue does.

Most advice you see is based on what performs well in the feed, not what actually converts prospects into customers. There's a massive difference.

This is why data-driven decisions matter more than popular opinion. Test what the crowd says doesn't work. Track it against pipeline, not likes or comments.

You'll be surprised how often the "wrong" approach is exactly what your B2B needs.

Stop letting the loud minority dictate your strategy. Let your pipeline data do the talking instead.

graphical user interface, text, application, email

The traditional funnel framework is broken.

TOFU, MOFU, BOFU assumes buyers move in a straight line.

They don't.

So I stopped forcing campaigns into funnel stages and started building around real buyer behaviour instead.

Now I run two campaign types that match how B2B buyers actually behave:

1. Demand generation campaigns target our entire target audience.

These campaigns have 2 goals:

- Attract in-market buyers in our audience
- Build recall with out-market prospects

Both goals can easily be achieved with the same ad providing it:

- Agitates a painful problem
- Highlights a desired outcome
- Shows a point of differentiation
- Positions your product as the solution

This will only work if you're hitting:

- 80%+ audience penetration
- 10+ frequency

And use strategic messaging backed by data.

That means talking about what your audience is needs to hear.

Not what you want to say.

2. Demand capture campaigns increase ad frequency for in-market buyers.

These campaigns exist to:

- Increase recall with in-market buyers
- Overcome objections
- Generate revenue

Here's how we build them:

Generic retargeting is out.

We only target high-intent behaviors:

- Service pages, pricing pages, offer pages.
- AI-driven intent signals from Dreamdata

Finally, we add strict audience filters to block poor-fit prospects from wasting budget.

We don't exclude active pipeline from targeting either.

We keep reinforcing why we're the right choice until the deal closes.

Because they're not won until they're won.

Funnel stages work great if buyers follow a script.

But they don't.

So we stopped marketing to a model and started marketing to reality.

P.S. I'm running a webinar tomorrow at 10 AM ET / 3 PM GMT walking through this new approach to LinkedIn Ads. Here's the link to sign up: https://lnkd.in/eVwT2E4E

Last year, a client and I hit a wall that made no sense.

We were running LinkedIn Ads to a high-value audience segment. We did everything by the book:

- Matched budget to audience size
- Consolidated campaigns
- Optimized for reach
- World-class creative
- Ran experiments to drive CPM down

But we couldn't push audience penetration past 60%.

That meant 40% of our target decision makers weren't seeing our ads.

It was driving me insane until I realized what was actually happening.

That 40% we couldn't reach weren't actually active on LinkedIn.

So I came to the next call with the fix: expand to Meta Ads.

But it wouldn't work with native targeting, so we needed a different playbook.

Here's what I recommended:

1. Use a 3rd party audience tool to get LinkedIn-level targeting precision on Meta Ads (we use Primer for this).

2. Take any wasted LinkedIn Ads budget and put into Meta Ads. CPMs are cheaper so you probably won't need additional budget.

3. Launch with the top 5 creative from your LinkedIn Ads campaigns. Those are the ads with the highest CTRs, dwell times, and CVRs to pipeline.

We're now recommending that same strategy to all of our clients who've plateaued on LinkedIn Ads.

The best part is you're not restricted to Meta Ads either.

You can take that same audience and target them on Google, Reddit, or YouTube, depending on where your audience is most active.

Next Wednesday, I'm running a 30-minute LinkedIn Live with Primer Co-Founder Keith Putnam-Delaney covering 7 new strategies like this to generate B2B pipeline from B2C channels.

Here's the link to sign up: https://lnkd.in/ebftE7nC

Customer interviews are overrated.

There, I said it.

Most marketers treat them like gospel. But here's what they actually tell you: why existing customers love your product.

That's useful. But it's not the data you need to 10X performance.

Because your customers aren't your prospects.

Your prospects are still in pain. They're still searching. They haven't bought yet.

And that's the mindset you need to understand if you want your ads to drive serious pipeline.

So where do you find it?

First sales call transcripts.

Not the second or third call. The FIRST one.

This is where prospects tell you exactly why they showed up and what they're hoping you'll solve.

Here's a workflow we use to mine that data:

1. Extract a call summary from every first sales call
2. Export the data to ChatGPT (or your fav AI tool)
3. Assess the top 5-7 pains, gains, and jobs to be done
4. Use their exact words to build ad content

We rolled this out for a new campaign targeting B2B SaaS marketing leaders.

We're already seeing a 40% lift in B2B SaaS SQLs vs the previous 2 months.

No extra budget. Just tighter messaging based on what prospects actually care about before they buy.

The best part? This is way more accessible than running 50 customer interviews.

You're already recording sales calls. The data is sitting there waiting for you to use it.

Start mining it today and watch your messaging shift from generic to impossible to ignore.

The biggest myth in marketing is that it takes time.

That's a cope for ineffective marketing.

I put this to the test last month to prove it doesn't take time to make marketing work.

Here's what I did:

- Pulled a list of cold B2B SaaS accounts from Clay
- Created thought-leader ads ONLY targeting them
- Each ad showed how to solve one of the 7 most common pain points SaaS marketing leaders come to us for
- Calculated budget needed to reach 80% audience penetration and 10 frequency in 30 days
- Hammered the cold accounts with highly relevant ads for 30 days

I just ran the analysis and the results were even better than I expected.

7 accounts booked high-intent calls and every single one became an SQL after qualification.

100% conversion rate to SQL.

50% lift in B2B SQLs vs September and October.

Cost/SQL was $925, which was ~40% lower than our typical LinkedIn Ads Cost/SQL.

The CPMs were WAY higher than I expected, so we didn't even hit the audience penetration and frequency goals I wanted. We finished on 60% audience penetration and 6 frequency.

Imagine what we could have done if we had.

The bottom line is that 5% of your audience is in-market and it's almost impossible for you to know who.

When you optimize for this fact and saturate your entire target audience with high frequency you WILL convert cold prospects to booked calls and demos within 30 days.

No nurturing required. No funnels required. No warming required.

Last year, a $1B+ B2B brought us in to run LinkedIn Ads to 200+ high-value target accounts.

We were optimising for clicks and conversions but no matter what we did, we couldn't reach more than 50% of our target accounts.

I pitched them something risky:

Stop optimising for clicks and conversions. Start optimising for reach.

This was considered bad practice on paid social. But, I had a hunch that the algo was prioritising distribution to the most active users. That meant 50% of our audience weren't seeing ads.

I also had a feeling the algo didn't understand the audience well enough to know who was most likely to click. If we ran this strategy we'd not only reach more accounts, but CTR would at least stay the same.

We ran a quick pilot A/B test and results were promising: 14% lower CPM meant we reached more accounts and no change in CTR.

We rolled out the strategy across the account.

3 months later and we'd reached 98% of those 200+ target accounts AND increased CTR from 0.5% to 2%+.

Even better results than we expected. No extra budget needed.

Here's why it worked:

1. We calculated budget using real CPM data so we knew we had enough to reach 80% of our audience with 10+ frequency every 90 days.

2. We promoted product-led content that tackled key pain points target decision makers faced that made them more likely to click.

3. Using the awareness objective set to optimise reach meant we could force the algorithm to push content to more accounts.

4. Because we understood our audience better than the algorithm we created content that increased CTR without needing to optimise for clicks and limit reach.

We're now using a similar process on our own account to reach 80%+ of our audience with 4%+ CTRs.

It wasn't just a one off win. 

It's a repeatable framework any B2B can apply to reach more accounts and generate more pipeline with LinkedIn Ads.

Next Wednesday at 10AM ET / 4PM CET, I'm teaching you the full playbook in a 1-hour LinkedIn live session with Dreamdata CMO Steffen Hedebrandt.

Sign up using the link in the comments 👇

I've shared a new LinkedIn Ads playbook every week in Q4 to help B2B SaaS companies hit their demo targets.

I'm 100% confident the playbooks work. But they'll still fail for many companies that try them.

Not because the steps are wrong. Because the creative is weak.

Here are 7 principles for creating strong ad creatives that drive more booked demos:

1. One message per ad. Don't cram every feature and benefit into one creative. 7 ads with 1 message > 1 ad with 7 messages.

2. Lead with the pain, finish with the gain. People are 10X more motivated to avoid pain than chase gain, so hook with the problem they're running from.

3. Always relate ads back to your product. That's how you build recall so prospects remember you when they're ready to buy.

4. Clear beats clever. If your ad takes more than 3 seconds to understand, it will fail. Leave no doubt about how you can help.

5. Call out the ICP in the hook. This makes sure users know the ad is for them. That gets more of the right eyes on your content.

6. Add a sales CTA at the end. If your content is valuable, prospects won't mind a soft sales message. This works even on cold audiences.

7. Write what your audience wants to hear, not what you want to say. For example, my audience cares about pipeline, so I write about pipeline.

Most companies blame the playbook when campaigns don't work.

But the playbook usually isn't broken. The creative is.

Fix the creative first. Then suddenly the playbooks start working like they're meant to.

I just finished analyzing our 2025 LinkedIn Ads performance.

We spent ~$190K to generate ~$2.5M ARR and ~13X ROAS.

In 2026, I think we can do even better. Here's how I'm restructuring the account based on what worked and what didn't.

Demand Generation

I'm cutting single image ads completely. The avg. CAC was $4.1K which is way too high.

We put the same spend into ungated document ads and got a $1K CAC. I'm pushing 40% of our 2026 budget into these.

Thought Leader Ads and CTV Ads had ~$1.7K CAC so I will put the remaining budget into those formats.

All 3 campaigns used content heavily focussed on showing prospects we could solve painful problems. We knew what pain points to address because we pulled them from 100s of sales call transcripts.

Do not guess this step.

Demand Capture

The same single image ads that didn't work for demand generation worked insanely well here. We had a $58 in-platform CAC.

I suspect you can get away with single images more when prospects are already bought-in.

Outcome-related content worked better here than case studies or testimonials. The ads simply showed prospects avg. ROI lift we get and the % of clients who hit their agreed goals with us.

I will push 60% of retargeting budget here.

Spotlight ads had a $40 in-platform CAC so we will continue to run these. You can get high audience penetration and frequency on these for very little budget, so I'll push 10% of budget here.

Video case studies had a $150 CAC, so I will put the remaining 30% of budget here.

2026 Experiments

I want to test more conversation ads variations in the demand capture layer. We booked a lot of calls from these in demand generation, but conversion rate to closed/won was pretty much non-existent.

I also tried multiple tactics for promoting webinars and nothing has really worked yet either. So, that's another problem I want to solve for.

We saw a very strong correlation between increased LinkedIn spend and increased pipeline numbers. We had the most pipeline in Q1 and Q3 when we spent the most on LinkedIn. And the least amount of pipeline in Q2 and Q4 when we spent the least.

Most B2Bs in the $10-100M range are terrified to run thought-leader ads, CTV, and ungated documents.

Which is exactly why these campaigns crush it.

CPMs are WAY lower for native formats that prospects actually enjoy consuming. You get premium inventory for a fraction of the price of expensive inventory that doesn't work.

If you're unsure how to evolve your LinkedIn Ads in 2026, this structure is your best starting point.

A few weeks ago I posted a LinkedIn Ads strategy to generate more qualified demos for B2B SaaS companies.

I was so confident in it, I launched it on our own account to prove it works.

After 30 days, the results are in:

- 1 closed deal
- 13 high-intent, qualified leads that booked calls with sales

More of those will turn to SQLs this month after they book follow-up calls (usually a 1-2 week lag).

And LinkedIn underreports actual influence. So that's low-balling it.

This strategy was not complicated. It took less than 2 hours total to set up.

If you want to emulate it, here's what you need to do:

1. Build an account list you can fully saturate with your budget

2. Create 7-10 thought-leader ads teaching prospects how to solve painful problems

3. Add a URL that sends in-market users to a demo or book a call page

4. Set campaign objective to awareness and optimize for reach with a 7 freq cap

5. After week 1, kill ads with low landing page CTR and create more posts similar to those with high CTR

It took me around 90 mins to write the posts and around 30 to set up the campaign.

But here's the big caveat.

This strategy will NOT work if the content quality is vague, low-relevance, and disconnected from the problem you solve.

This worked for us because I built the posts around pain points we discovered after interviewing nearly 200 ICP prospects and analyzing hundreds more sales calls.

You can emulate the settings, but if you skip that step, this strategy WILL fail.

But if you get it right, you might find you're back on track to hit those tough Q4 demo targets.

Who's testing this?

CPM is a vanity metric. Track cost per 1,000 member accounts reached if you want more pipeline.

CPM measures impressions. Not unique accounts. You could be hammering the same people over and over while missing new in-market buyers.

I've seen this play out in our LinkedIn Ads account:

Campaign A: $69 CPM, $102 cost per 1,000 accounts reached
Campaign B: $52 CPM, $250 cost per 1,000 accounts reached

Campaign A also had an 4X higher conversion rate to pipeline.

Lower CPM doesn't always mean better reach. It often means wasted frequency.

Here's how to check yours:

1. Go to columns
2. Select delivery
3. Scroll all the way right

CPM and cost per 1,000 member accounts sit next to each other.

4. Sort by lowest cost per 1,000 accounts
5. Cross-check conversion rates to pipeline

If your low cost per 1,000 accounts reached also have higher pipeline conversion rates, kill the "cheap CPM" ones and reallocate budget.

It's not gonna transform pipeline overnight.

But making small optimizations like that over the next 90 days will make it a whole lot healthier.

Fame - The B2B Podcast Agency

Responsible for:

👉 Leading the Growth function & team at Fame

👉 Signing new clients

👉 Upselling & Cross-selling to existing clients

👉 Working with the Account Management team to retain existing clients - "Retention is the Foundation of Growth", after all...

👉 Working with the Operations team to ensure hiring is in-line with growth

👉 Analysing data to double down on what works and discard what doesn't

👉 Working with the production team on the "Confessions of a B2B Marketer" podcast

👉 Working with partner agencies

👉 Working with my own clients & podcasts to ensure their success

Head of Growth

Managed the Account Management, Project Management, and Creative teams across twenty-five separate B2B podcasts - at one time managing twelve of these myself.

Account Director

I write, record, and publish B2B Marketing and Podcasting content for @famepods - Fame's official TikTok account.

Content Creator

First point of contact for my clients, ensuring the continued growth & success of their podcasts.

Account Manager

Fiverr

I provide freelance voiceover work on Fiverr - check out the Linktree in my header to hire me for your projects!

Voiceover Artist

AriadnesThreads

Educational videos on all things Classics, Mythology, History, and Etymology.
Come learn with me!

Storyteller

MyTutor.co.uk

Tutor

FINSBAY VENTURES LTD

Bar Staff

Movember

Ambassador

Surgeons Quarter

Bar staff at the Edinburgh Fringe festival.

Festival Bar Staff

BrewDog

Student Ambassador

TK MAXX

Sales Associate

🚀 Head of Growth at Fame - we launch and grow podcasts for B2B companies!

I'm responsible for:

👉 Leading the Growth function & team at Fame

👉 Signing new clients

👉 Upselling & Cross-selling to existing clients

👉 Working with the Account Management team to retain existing clients - "Retention is the Foundation of Growth"

👉 Assisting the Operations team to ensure hiring is in-line with growth

👉 Analysing data to double down on what works and discard what doesn't

👉 Directing the production team on the "Confessions of a B2B Marketer" podcast

👉 Collaborating with partner agencies

👉 Working with my own clients & podcasts to ensure their success


In my free time I love to:

📖 Read - I've always been an avid reader since I was a kid - particularly love history, philosophy, mythology, and literature!

🏛️ Learning/Teaching - I "teach" people about History, Mythology, and Etymology online, and have learned a lot myself through the process. You can check out my videos through the link in my bio...

🎥 Cinema - Love to support independent cinema - I'm a member of The Cameo in Edinburgh and am still mourning the loss of The Filmhouse - bring it back!

🍝 Food & Drink - I'm blessed to live in Edinburgh where there's always a new restaurant to try - I enjoy cooking, but my partner is the more talented chef, so I'm very much her Sous...

🎤 I also do voiceover work - you can hire me for your projects by clicking the link in my header or sending me a message here

taplio

The Battle

Patrick Cumming

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Patrick Cumming's LinkedIn Performance

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