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

Helping B2B SaaS marketers turn Google Ads into a predictable source of high-intent demo requests and pipeline opportunities with a 90-day Google Ads Growth Sprint.

We build and execute Google Ads strategies designed to drive measurable pipeline impact for 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

If you’re a B2B SaaS founder or marketing lead spending $20K+/month and want to cut wasted spend and scale pipeline in 90 days, book a call or send me a DM.

Roman Krs

I’m spending less time in ad accounts and getting better results.

It’s been one of my biggest learnings last year.


Less time: 
- tweaking bids and keywords.
- reacting to short-term fluctuations.
- “optimizing” and “testing” low-impact things 

More time on:
- upfront on structure
- tracking and signals
- landing page and the offer


When those foundations are right, the account doesn’t need constant attention.


Performance compounds when the system is clear.

It breaks when it constantly needs fixing.


Spending hours inside the platform feels productive.

And most of the time, it’s just an activity.


The real leverage came from stepping back, evaluating the strategy and funnel, and touching the account less.


Less action. Better decisions. More consistent results.

Sometimes the best optimization is not opening the account at all.

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

Driving Brand-Centric Growth for Start-Ups & Scale-Ups 🚀 Loading Next Chapter…

In early 2025, I changed direction.

I had just spent nearly 2 years running my own marketing agency: leading clients, building campaigns, and doing the work. All of it.

We helped brands grow, and on paper, it looked like a win.

But behind the scenes, I was doing what many founders end up doing:

→ Writing newsletters at night.
→ Putting out fires during the day.
→ And slowly losing the spark that made me start in the first place.

So I stepped back. Not from the work itself, but from the model.

And I asked myself a simple question:

What kind of work do I actually want to do?

The answer?

Writing. Storytelling. Helping people say what they really mean—clearly, strategically, and in a way that makes others listen.

Today, I help B2B brands and founders grow through strategic content and personal branding.
That might look like:

→ Weekly LinkedIn posts that actually sound like you.
→ A content engine that runs without you hiring a full-time team.
→ Positioning that makes people say: “That’s exactly what I needed to hear.”

I combine what I learned in performance marketing with what I know about brand building and narrative.
Because content shouldn’t just fill a feed—it should move something.

If that resonates, I’d love to hear what you’re working on.

Book a free strategy session with me here: https://calendly.com/hello-waltersandfeld/discovery

Walter Sandfeld

2025 was a strange one...

I started off by leaving the agency that I had co-founded in 2023 without any backup plan.

I then, after some slight initial panic, went solo and started offering ghostwriting as a service.

(something that I had never done professionally).

And now things are, well... pretty good. 

Still just me and my little solo biz along with a handful of clients.

Still have time to work on my fiction writing in the early mornings.

Still don't feel as if I've "made it" or anything close to it.

But professionally, it's been the most fulfilling year I've ever had. 

Here's to an even better 2026.

A few goals for this year:

- Grow my solo biz income by 2x
- Publish my fantasy novel + outline book 2
- Raise a well-behaved puppy (which I'm getting in 2 weeks)

Do you have any goals for the year?

Story-Driven Ghostwriter → Helping busy Founders & Executives tell their stories online (and profit from it)

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Anyone telling you that AI can't write is lying to you.

It can.

And, with the right prompting and A LOT of context + limitations, it can even do so reasonably well. 

Does that mean I think writers will be replaced by it?

F*ck no.

Because AI can't replace good taste.

If you're a good writer with good taste, you may have to alter HOW you work slightly in the years to come. Just like everyone else.

· Your role may change.
· Your title may change.
· Your toolstack may change.

But if you think AI is coming to replace you entirely, calm down.

This is also why I urge you to develop good taste BEFORE trying to use AI to assist you as a writer (ie. identify what "good" looks like).

If you haven't done that yet, well...

AI may be coming for you, I guess.

Any time I take a break from posting on LinkedIn, I always debate whether or not to return. 

This is why I always do:

- LinkedIn has gotten me 2 jobs.
- LinkedIn has gotten me 4 mentors.
- LinkedIn has gotten me +30 clients.
- LinkedIn has gotten me 1 co-founder.
- LinkedIn has gotten me +2M impressions.

For all the time and pressure that posting consistently involves, it has paid itself back manyfold in opportunities, people met and income generated.

If you've been struggling with what (or even if) to post heading in to 2026, this could be your year.

In 2027 you might look back at a year where:

→ The amount of new opportunities you got online: +0
→ The amount of new opportunities you got online: +∞

Your move.

(If you need help, you can check out the links in my featured section).

I'm 9 months into running my solo writing biz.

Here's what I still don't have figured out:

· When to actually get up
· What my ideal life looks like
· How much money I need for it
· The best daily routine (still testing)
· If a portfolio career is viable long-term
· My views on AI (it changes every month)
· How to sell (without feeling weird about it)
· What to sell (beyond ghostwriting services)
· How not to procrastinate on boring admin work

I used to think that by the time I went solo, I'd have most of this sorted.

Turns out, figuring things out is most of the job.

The difference between now and when I worked for someone else: I'm allowed to not know.

I can test pricing without getting approval. 
I can change my routine without explaining it. 
I can decide AI is useful one month and overrated the next.

Some weeks I feel like I'm building something real. Other weeks I feel like I'm making it up as I go.

Both are probably true.

I don't have a neat takeaway for this. Just the reminder that if you're still figuring things out, you're in good company.

People ask how I "find" a client's voice.

I don't find it. I become it temporarily.

Yesterday I wrote as a fintech founder who talks in short, clipped sentences.

Today I'm writing as a consultant who loves metaphors and storytelling.

Tomorrow I'll be someone else entirely.

It's like method acting but for LinkedIn posts.

Here's what that actually looks like:

I spend 30 minutes on a call listening to how they talk. 

· What words they use. 
· What they emphasize. 
· What they avoid saying.

Then I write as if I'm them thinking out loud.

Sometimes I catch myself thinking in their voice hours after the interview ends.

I'll be making coffee and phrase something in my head the way my fintech client would say it.

Or I'll structure a thought the way my consultant client structures theirs.

It fades after a few hours. 

But it's disorienting while it lasts.

This is why ghostwriting works, though.

I'm not describing my clients from the outside. I'm writing from inside their perspective.

When it works, even they can't tell the difference between what I wrote and what they would've written themselves.

That's the goal, anyway.

(btw. i'm getting a lot less work done these days and it's purely because of the land shark below)

I've spent the past three years writing a 180.000-word fantasy novel.

(Still not finished. Still on Draft 3.)

But I've learned more about writing from this project than from any client work.

Here's what it taught me:

· Books become good in revisions (my first draft was terrible)

· A sequence of events is not a story (you need conflict and transformation)

· Small habits compound (30 minutes a day for three years = 180,000 words)

· Every story has already been told (uniqueness lives in subtle inversions)

· The basics never change (plot, character, worldbuilding show up everywhere)

Understanding story structure from fiction writing has made every piece of business content I create better.

Even if this novel never gets published, these three years weren't wasted.

For the longest time, I thought networking was a huge waste of time.

"Quick online chats" and "grabbing coffee" felt like procrastination disguised as productivity.

Then I went solo and realized: 

Your network is pretty much all you have.

Every opportunity I've had in the past 9 months came through someone in my network connecting me with someone in theirs.

As an introvert, I loved the narrative that "networking is overrated." It gave me permission to skip all of it.

But every time I actually take a 1-on-1 meeting, I don't regret it.

(I'm talking about real conversations here. Conventions are still terrible.)

For example, I've been catching up with Lewis Baxter regularly over the past year.

He's a former COO at Kurogo who went solo and built a successful one-person business. 

We talk through goals, challenges, and what's actually working.

Those conversations have helped me clarify what I'm building and why.

Turns out, working alone doesn't mean you have to figure everything out alone.

That song you love probably wasn't written by the artist who sings it.

That speech that gave you chills probably wasn't written by the politician who delivered it.

...and guess what?

That viral LinkedIn post probably wasn't written by the founder whose profile it's on either.

This is standard practice. We just don't advertise it.

Because there's still this weird stigma around using a ghostwriter.

Like if you didn't personally type every word, you're being dishonest somehow.

But nobody questions when:

· A CEO hires a designer for their pitch deck.
· A founder hires a developer to build their product.
· An executive hires a lawyer to draft their contracts.

So why is hiring someone to help communicate your expertise any different?

The value lives in the experience, insight, and perspective being shared.

And having someone translate that expertise into clear communication isn't cheating.

It's strategic.

The ghostwriter doesn't change what you have to say.

They just help you say it better.

Smart people delegate work that plays to someone else's strengths.

That's how effective businesses operate.

My life looks pretty boring.

No office. No networking events. No packed calendar.

Most days look the same:

· Slow morning with coffee
· Write for a few hours
· Take a walk outside
· Maybe a client call
· Done by 5 or 6

I'm not building a seven-figure empire. 

I'm not scaling a team. 

I'm not hustling 12-hour days.

And honestly, I like it this way.

Maybe that's not ambitious. But it's true.

I spent years thinking I needed the busy calendar, the full pipeline, the constant momentum to prove I was doing something real.

Turns out, I just wanted space to write and time to think.

I built a one-person ghostwriting business that covers my expenses and gives me enough left over to not worry about money every month.

That's the goal.

Some people want to build agencies. Some want to scale to $500K/year. Some want teams and offices and growth targets.

I want slow mornings and time to work on my novel.

Different people optimize for different things.

I'm optimizing for boring.

What does your ideal day look like?

My former boss called me the other day and asked if I wanted my job back.

He'd seen that I had left my previous business and started solo. 

He took this as a sign that I was treading water until I could find my next "real" job. 

I told him "no, thanks".

(This is no shade to him, by the way. He's a great boss and person).

But the assumption was interesting.

Solo = can't find employment.

The truth is, I'm not married to solopreneurship forever.

I keep a list of businesses I'd be willing to trade my solo setup to go work for.

But it's pretty short...

Maybe three or four names total.

Until one of those calls, I'm sticking with this.

The flexibility, the control over my time, the ability to choose who I work with, those are worth more than a steady paycheck and benefits.

At least for now.

10 months into running my own business, here's what I got completely wrong:

1) I thought I'd have less free time.

I don't. I work roughly the same hours I did before. The difference is I choose what fills those hours.

2) I thought revenue would be predictable.

It's not. Some months are great. Some months are slow. I'm still figuring out how to smooth that out.

3) I thought I'd miss the structure of employment.

I don't miss it at all. Turns out I don't need external structure to get work done.

4) I thought clients would be the hard part.

They're actually the easy part. The nightmare is admin, taxes, invoicing, and all the operational stuff nobody warns you about.

5) I thought I'd feel lonely working alone.

I feel less lonely than I did in an office. Fewer forced interactions. More intentional ones.

Going solo wasn't what I expected. 

But most of the surprises have been good ones.

The revenue volatility is still uncomfortable. 

The admin work is still annoying.

But I'd still choose this over going back to employment.

My most viral post was something I wrote in 10 minutes.

It got 180.000+impressions. 
Thousands of likes. 
Dozens of comments.

My best post (the one I'm actually proud of) took waaay longer to write and performed much, much worse..

It got 47 likes.

The posts people engage with and the posts that show my actual work are rarely the same posts.

Viral content is usually:

· Hot takes on common frustrations
· Broad observations anyone can relate to
· Simple frameworks that apply everywhere

Good content (the kind that demonstrates expertise) is usually:

· Narrow enough that only my ideal clients care
· Detailed enough to be useful
· Specific to what I do

I'm still figuring out which one matters more.

The viral posts bring visibility. The detailed posts bring credibility.

Maybe I need both. 

Maybe I'm overthinking it.

But it's strange when the work you're proud of gets ignored and the throwaway observation gets shared everywhere.

taplio

The Battle

Roman Krs

Walter Sandfeld

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taplio

The Battle

Roman Krs

Walter Sandfeld

Followers

Posts

Engagements

Likes

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);}Roman Krs's LinkedIn Performance

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