Silvio Perez

I help B2B marketers master advertising so they can scale ideas that actually make a difference.

I’m the founder of AdConversion—a B2B advertising ecosystem that includes:

🎓 AdConversion Academy – 8,000+ students learning how to run LinkedIn, Google, and Reddit ads through free, high-impact courses. No fluff. No 30-minute lectures. Just systems that work.

💼 AdConversion Agency – $3M+/mo in ad spend under management. We help B2B SaaS brands predictably scale pipeline while cutting CAC and wasted spend.

🤖 Sami  – A ad automation platform that let's you easily build workflows to optimize performance, manage budgets, or monitor KPIs 24hrs/day across LinkedIn, Google, Meta, and YouTube.

What I believe:

- Simplicity wins. The best systems aren’t complex—they’re repeatable.
- Creativity is leverage. Ad performance is downstream of the quality of your offer and creative.
- Most B2B advertising is broken. We're fixing that—one playbook, one system, one campaign at a time.
- Freedom is the goal. For me, for my team, and for the people we help.

I’ve spent the last 7 years in the arena: running ads, scaling accounts, building teams, and now building software. I don’t just teach theory—I share what’s actually working from the front lines of performance marketing.

If you want practical playbooks, unfiltered takes, and systems that help you scale with clarity—not chaos—follow along 🔔 and join 6,000+ others at https://adconversion.com/

Member

We’re at Websummit Lisbon! 🥳🇵🇹 if you’re around this week, lmk! 

Would love to connect

Founder @ AdConversion & Sami | Insights from $3M/month in B2B SaaS ad spend

No alternative text description for this image

HOT OPPORTUNITY to work for $100M SaaS, and manage 7-figure ad budgets across channels at Synthesia with Borys Khodan ⤵️

My good friend Borys (one of the best performance marketers I know) is looking for a senior PMM to join his team and help scale Paid Social. 

Primarily for Meta, LinkedIn, and emerging platforms like TikTok. 

You’ll be joining a team of top performers who truly care about what they do. The expectations are high, and the pace is fast (A players only). 

If you geek out over:

• Performance
• Creative Testing
• Measurement
• Automation
  
And want to work with a team that:

- Experiments relentlessly.
- Moves fast and skips the red tape.
- Debates ideas, not egos.
- Works hard, learns harder, and celebrates together.

You'll likely thrive in this role among results-oriented marketers. 

If you're shaking your head, check out the JD in the comments 👇🏻

DWELL TIME on LinkedIn Ads is wildly misunderstood. I used to chase Engagement Rate like it was the gold standard. Now, I'm not so sure 🤔

Here’s why.

Dwell time isn’t just a number. It actually tells you if someone paused to think about what you’re showing. They might not hit like or comment, but if they hang around on your ad? That’s a real signal.

But here’s the funny part: Engagement Rate and dwell time barely move together. I’ve seen posts blow up on ER, tons of likes, comments, shares, yet people scroll past in under a second. 

Meanwhile, a post nobody interacts with? 
Sometimes they’re staring at it for ages.

It gets weirder.

The type of ad, and especially how long or short it is, completely changes your dwell time stats. Videos, images, big blocks of text, all play by their own rules. Changing the format can spike or tank your numbers overnight.

So now, I’m stuck between three options:

→ Keep optimizing for Engagement Rate and hope the engagements matter
→ Focus on dwell time and trust that “silent attention” is working.
→ Try to take both into account even though they aren't correlated?

Honestly, I’ve stopped relying on just one metric. We track both, and then get geeky about the details: ad format, length, headline, even image style.

My favorite recent find? Sometimes, the posts that get barely any “visible” engagement are the ones that lead to actual conversions later on. People are lurking, thinking, clicking when you’re not looking. That tells me dwell time has hidden value.

We've been building automated workflows in Sami to optimize around dwell time, and conversions generated (example in the video below). 

So, I’m curious, do you treat dwell time as a legit KPI? 

LMK 👇🏻

P.S. When you're ready, you can try Sami free for 14-days (no cc needed) https://sami.bot/ 🔗

"Meta ads doesn't work for B2B" - client 

90 days later, $800K in new business pipeline from Meta. 

It's like anything in life. It's not what you do, but it's how you do it.

To help shortcut your learning curve, I filmed a 14-minute video listing out what I see working right now in 2025 on Meta ads for B2B from inside our ad agency.

Over-reliance on any one single channel (AKA LinkedIn or Google) is an obvious threat to your overall GTM strategy as costs rise. Platform dynamics change, it just makes proper business sense to increase your diversification over time in terms of where you're able to predictably drive acquisition.

If you're not on Meta right now, highly recommend giving this video a watch. If you can give me a favor and just give the video a thumbs up if you found value and subscribe to the channel, it really helps grow our reach as a small channel. 

Enjoy the video! (link in the comments) 👇🏻

72 days since launch, this week we landed our first enterprise customer with over $1,000,000 ad budget for Sami, 3 lessons learned building so far ⤵️

1/ Have a sales motion even if you're PLG

We are really just trying to collect as much feedback as we can from as many sources as possible. Being at Web Summit this week and talking with other founders, it's really clear that a lot of product founders don't like to take sales calls and they kind of see it as something beneath them or a waste of their time.

And in my experience, I feel like it's completely the opposite. It allows me the opportunity to really understand better what is my potential market asking for to source feature ideas. It also allows me to understand what from our existing platform resonates better with them. It gives me an opportunity to optimize and test and refine my positioning and messaging in real time.

There's so much value that we have gotten from having a sales motion on our site. And that made it possible to have conversations with users that wouldn't have signed up if that had not been the case in the first place.

And when it comes to enterprise, we seem to find that they really love talking to sales first before booking into a free trial motion. 

2/ Sell the present, not the future

Churn starts in the sales process if you're sales-led, and churn starts in the context users have before signing up for your free trial if your product-led. 

I personally experienced bad churn due to over-selling customers in the sales process at a previous life in previous companies. 

One of the things that I'm trying to be very mindful of when I'm speaking to users that are booking a demo is explaining to them what is available today in the platform, where we're strong, and then also addressing transparently our weaknesses and where we are trying to improve and optimize. 

What I have found from that is:

1. People don't feel like they're being sold to
2. They appreciate the transparency

 So if they do decide to move forward, if they feel like there is enough value to be had with the existing products, they are much more likely to retain. I also kind of already get them in the mindset of 'you're going to be a part of something epic that we are building together' which is really special.

3/ Build community EARLY

We started a Slack channel called Sami Legends 🥳 and in this group, it is all of our early paid users and some of our beta testers. 

It's been a really cool way to just make getting feedback easier and building closer to our users, keeping them in the loop of new updates as well as keeping us a good pulse on what's going on. 

Hope you're enjoying these building-in-public posts. 

Have an epic weekend, everyone and keep BUILDING!

P.S. When you're ready, try Sami free for 14-days (no cc needed) https://sami.bot/ 🔗

How can you find a great co-founder? I wanted to share my experience finding Yassin Gofti my CTO for Sami ⤵️

A year ago, I was frustrated with the amount of manual tasks we were doing at our ad agency. I figured there could be an app to automate these optimizations.

In my ignorance, I thought it would be easy to build.

I literally Googled "how to build SaaS" and went down the rabbit hole. I convinced myself I needed to learn to code because if I don't understand this stuff, how can I make sure the job gets done well?

So I researched coding bootcamps. Took online courses. You name it.

But thankfully, I also did something smarter:

I started reaching out to developers and paid them for 1-hour consulting sessions. My question was simple: "How would you build this application?"

I shared my idea for SAMI with each person and listened to their thought process. I wanted to understand how they think so I could conceptualize this messy process into a framework I could actually build from.

One of those developers was Yassin.

From the first call, it was clear something was different. He had a unique perspective. He could do technical things but also communicate effectively in a way I could understand.

That call led to another. Then another. Eventually, I brought him on retainer to help build the first version of SAMI.

Here's what I got right:

I took my time. We worked together for months before discussing equity or partnership roles.

You have to treat it like dating. You don't get married right away. You make sure the person you're committing to is a good fit.

Working together gave me the chance to get to know Yassin, evaluate how he works, and vet him. But it also gave Yassin the chance to vet me.

He had plenty of opportunities as an AI developer. He needed to make sure I was serious and could be a good partner.

The most important lesson:

Partner with someone who complements your weaknesses, not your strengths.

I'm not strong in product or engineering. But I am strong in marketing, sales, and building teams. Yassin is the opposite. That's what makes it work.

Too many people partner with individuals who just complement their strengths. Two marketers or two engineers trying to build together. You end up duplicating strengths while your weaknesses kill the company.

If you're looking for a co-founder, don't rush it. Work together first. Make sure the fit is real before making it official.

Have a great weekend!

Earlier this year we helped Warmly, increase landing page conversions by 366%.

This was a fun project because the original page wasn't bad. It just wasn't doing the one job it needed to do: convert cold traffic.

Here's what we changed and why it worked ⤵️

1/ Rewrote the hero to lead with pain, not product

The original headline was "Maximize the ROI of Marketing." Generic. Could apply to literally any martech tool.

We changed it to "Turn Website Visitors into Pipeline - Even Without Form Fills."

That headline does three things: 

1. identifies the problem (visitors not converting)
2. promises a specific outcome (pipeline)
3. addresses the objection (works without forms).

We also added a question before the CTA to reinforce urgency: 

"Ready to stop losing qualified buyers?"

2/ Agitated the problem immediately

Right below the hero, we added a stat that hits hard: 95% of your website visitors aren't ready to buy. Then showed how Warmly engages the 5% that are.

This does two things: validates the reader's experience (yeah, most visitors don't convert) and positions Warmly as the solution to a problem they already feel.

3/ Replaced confusing visuals with simple storytelling

The original page had this UI walkthrough video that assumed you already understood how the product worked.

We replaced it with a simple 3-step visual showing the workflow: visitor arrives → Warmly identifies them → sales team gets notified (show, don't tell).

4/ Moved social proof way up

We had a killer testimonial that told a clear before-and-after story. It was buried near the bottom. We moved it right below the problem section. 

Build trust early, especially for cold traffic who's never heard of you.

5/ Turned features into benefits

The feature section was just a list of capabilities. We rewrote every header to address a specific pain point.

6/ Changed the final CTA to be specific

"Get Started in Minutes" is weak. It's what every SaaS says.

We changed it to "You're 20 Minutes Away from Turning Warm Signals into Pipeline."

Specific timeframe. Clear outcome. Way more compelling.

The results:

• ⏱ 160% increase in average time on page
• 📈 366% lift in conversion rate compared to the original page.
• 💬 Way clearer messaging that actually explains what Warmly does

The lesson here: most landing pages don't fail because they're ugly. 

They fail because they don't communicate value clearly enough for someone who's never heard of you. s/t to the AdConversion creative team.

I couldn't find any content about scaling YouTube Shorts. Everyone talks about launching campaigns, but nobody shares what actually works at scale.

So here's what $400K in YouTube Ads spend taught us:

YouTube Shorts view rates? 

Absolutely brutal. For cold audiences, we're pulling 4-8% view rates, if we're lucky. Now, compare that to classic 16:9 video ads, with the same targeting.

Those get 60% view rates (sometimes higher). Let that sink in. The internet myth says Shorts are a "cheaper" way to advertise. Here's reality: 

- CPMs? About the same. 
- Click-through rates? Nearly identical. 
- View rates? 7x lower on Shorts. 

So, you're basically burning money for far less engagement at the top of funnel. 

But Shorts aren't totally useless. 

We find they work best in remarketing.

1. Use your normal 16:9 instream creative to build awareness. 
2. Retarget that group with YouTube Shorts. 

Simple. Effective. That's the play. 

I filmed a 17-minute video covering this in much more detail, with examples of shorts that work, and the 60-second script structure that we use.

You can catch the link 🔗 in the comments below. 

Curious, who's cracked the code on Shorts ads? 

Are you seeing anything different?

7 PPC strategies that ACTUALLY WORK for B2B ⤵️

(In no particular order, try them all)

1/ Exhausting high-intent (ex; paid search, review)
2/ A/B Testing Your Landing Pages EXTENSIVELY
3/ Building custom lists (accounts, contacts, your CRM, etc)
4/ Piloting a 1-1, 1-few ABM motion with sales
5/ Testing radically different creative concepts
6/ Scaling outside of Google & LinkedIn
7/ Remarketing and accelerating open deals

^ There's a good amount of context, and nuance for each of these points, and a LinkedIn post won't do it justice so I filmed a 12-minute YouTube video. 

Catch the full episode in the comments 👇🏻

P.S. can you believe it's November already? This year FLEW by

We helped Teero beat their CAC targets by 50%+ for three straight months.

The secret? We gave them visibility into what was actually working.

Teero connects dental offices with dental hygienists. It's a two-sided marketplace, which makes paid acquisition tricky.

They were running campaigns on Facebook, Apple Search Ads, and Google Ads but they had no idea which campaigns were actually driving customers.

They were flying blind. Spending money without knowing if it was working until weeks later when they'd manually reconcile everything in spreadsheets.

Here's what we did ⤵️

1/ Built the measurement infrastructure they needed

First step was setting up offline conversion tracking. We started sending events like "scheduled call" and "approved user" back to Meta, Google, and Apple.

Now Teero could see in real-time which campaigns were driving actual customers, not just form fills.

This sounds basic, but you'd be shocked how many companies skip this step. They launch ads, get leads, then have no idea which channel drives ROI.

2/ Made consistent optimizations based on real data

Once we had visibility, we could actually optimize.

We added exclusions to tighten targeting. Created workflows to pause underperforming ads before they burned budget. 

Shifted spend toward campaigns that were driving approved users.

None of this was possible before because we didn't have the data.

3/ Tested new messaging and creative angles

Our creative team did research into Teero's ICP and developed dozens of new ad concepts. We tested different value props, pain points, and formats. 

Some worked. Most didn't. But now we could actually tell which was which because we had proper tracking.

4/ Ran experiments to find new growth levers

One experiment completely changed the game: lookalike audiences on Facebook. We built lookalikes based on approved users (not just leads) and tested them against our existing targeting.

The results? 85% decrease in cost per customer 😅

That single experiment unlocked a completely new channel that's still driving results today.

📈 The results 

• Beat CAC targets by 50%+ for three consecutive months
• 85% decrease in average cost per customer from lookalikes
• Gained hundreds of new customers with full visibility into what's driving growth

The takeaway here is, you can't optimize your way to better performance if you don't know what's working.

Set up proper measurement first. Everything else follows from that.

s/t to Petr Mochalov the senior PMM who led the charge, and the AdConversion creative, and data team who all had a hand in making this possible.

UNDERRATED hack to cut 30-40% of wasted ad spend. 

You can do this manually or fully automate it ⤵️

PAUSING ADS THAT BURN CASH 

It sounds simple, but no one does it because they're too busy, too emotional, and caught up in internal politics vs. actually making grounded decisions. 

If you're shaking your head, here's how you can put this into practice:

1/ Start by defining your optimization rules

It's too expensive to pause ads based on emotion.

Start by defining your logic of how you determine an ad to be successful or a failure. This will obviously vary based on the types of campaigns and the goals that those campaigns are trying to support.

From a strategic perspective, look back over your campaigns and group them into relevant buckets. Decide on your optimization rules for each one. 

For example: 

• Awareness = pause ads if engagement rate is less than my average over the last 30-days AND the ad has a minimum of 1,000 impressions. 
• Conversion = pause ads if the ad has spent more than $1,000 and it hasn't generated a meeting booked. 

It should be black or white, remove the emotions from the decision. 

2/ Define your optimization frequency 

Nothing will improve ROAS faster than shutting off ads that are burning cash. 

Unfortunately life happens and we don't check our campaigns fast enough. 

Set a frequency of how often you're going to review performance. 

At minimum you should check performance once per week. 

If you're spending > $1,000/day it should be DAILY. 

Schedule it in your calendar and stick to it!

3/ Scale with automation 

Once you're spending > $1,000/day, and scaling across channels it's time to consider automating this with a tool like Sami. 

You can completely automate the entire process of checking your campaigns, performing optimizations, and getting notified instantly on any changes. 

If you're hesitant you can even set manual approval so you have the final say. 

Regardless if you do this manual or automate, you need to remove emotions from the decision and hold your campaigns to a high standard of performance. 

If you’re not pausing losers, you’re paying for them to stay alive.

P.S. When ready, try Sami free for 14-days (no cc needed) https://sami.bot/ 🔗

If I had to generate ROI fast from LinkedIn ads, here are the 5 things I'd do immediately (in no particular order, I'd try them all) ⤵️

LinkedIn ads are 3-5x more expensive than Meta. You're starting at a disadvantage where CPMs range from $30-$200 vs $5-$8 on Meta.
 
LinkedIn's superpower is precision targeting. You can't afford to "burn the ocean" like you do on Meta. You need to burn the pond.
 
Target specific pockets within your TAM that matter most. Here's how:
 
1/ Acceleration Campaigns
 
Run ads against your open opportunities. The people already talking to your sales team. Low budget required. High ROI potential.
 
Promote social proof: testimonials, case studies, third-party validation. Handle objections proactively with pricing calculators or comparison guides.
 
Who's easier to convert than people already in your sales process?
 
2/ Remarketing Conversation Ads
 
Conversation ads convert higher than image or video ads in our testing. They go straight to the inbox and let you create an actual conversation flow.
 
Retarget everyone finding you organically: social media, referrals, word of mouth. Send personalized messages that move them to the next step.
 
3/ Build a No-Brainer Offer
 
This is where B2B companies struggle the most.
 
STOP pushing demo requests on cold traffic. They don't know you. They don't trust you. Timing isn't right.
 
Create a lead magnet that adds value AND positions your solution as the logical next step.
 
Example: We promote a webinar on "How we drove $1M in pipeline in 90 days for cybersecurity companies." They convert on that, consume the content, then we offer the demo as the natural progression.
 
Ask for bare minimum info upfront. Multi-step qualify. Then bridge to the demo when timing is right.
 
4/ Founder Thought Leadership Ads
 
If you're a founder, you have a massive advantage. You can tell your story authentically.
 
Thought Leader ads get dramatically lower CPMs and CPCs compared to single image ads. Engagement rates are way higher.
 
Use video specifically. Walk through specific use cases of your product. Educate on the problems you solve.
 
We're doing this with Sami (our ad automation platform). I create videos showing specific workflows, then drive people to try it free for 14 days.
 
Bonus: Users who watch educational content before converting have higher retention. You set expectations properly from the start.
 
5/ One-to-One ABM Pilot
 
Work with sales to identify your top 30-50 dream accounts. If you close just one, the entire initiative was worth it.
 
Create personalized campaigns. One campaign per company. Call them out by name in your creative.
 
ex: "Hey Gamma, want to automate your ads?"
 
Sales should simultaneously outreach to these same accounts. 

Focus on closing deals, not attribution.

 Full breakdown in today's video. Link in the comments 👇🏻
 
What's working for you on LinkedIn right now?

What would you do differently if your only job was to make users win?

The answer to this question led me to film our FIRST course for Sami ⤵️

That’s probably not what most people expect from a new startup.

IMO the hardest part of any SaaS product isn’t teaching features, or even driving sign-ups - It’s helping people feel confident enough to try.

You only get one shot at a first impression, especially with complex products. If users don’t “get it” fast, they bounce. Most never come back.

We’re leaning all-in on product-led growth, but product-led doesn’t mean “figure it out yourself.” It means remove every bit of friction between a new user and their first “aha” moment.

Outside of improving our onboarding, and in-app experience.

That meant getting in front of a camera.

I filmed three lessons to:

→ Show people step-by-step how to get started
→ Help them build, and launch their first workflow
→ Teach them how to QA everything is working

It’s about nailing the experience for every single user in these early days.

There’s more coming. This is course one of four. Next up: intermediate and advanced workflows, then a deep dive on ad automation. Our goal is simple, if you use Sami, you shouldn’t need a PhD to automate your ads. 

We’re doubling down on enablement content because nobody likes feeling stuck. And honestly, I’d rather invest time making users successful than spend my days talking them out of churning.

Most SaaS startups obsess over features, but ignore education. They expect users to magically “get it.” Reality check: most won’t.

I truly believe, If you’re not spending as much time on education as you are on development, you’re leaving revenue on the table.

What would you do differently if your only job was to make users win?

P.S. You can find the course inside the Home page of the Sami app if you're interested! you can try it free for 14-days (no cc needed) 🔗

An ad agency built out all their campaign optimization workflows using automation, then handed monthly maintenance off... to a VA.

Not a senior media buyer.
Not a technical operations lead.
A virtual assistant.

Here’s why it’s such a big deal.

Before, scaling campaign management meant hiring more specialists. Every new client or account meant new headcount, more onboarding, and higher payroll.

Now? With tools like Sami , the agency’s core team just designs the workflows once, then lets automation do the heavy lifting. The day-to-day tweaks, things that used to require deep experience, are now simple enough for someone with no ad background to manage 😅

Result:  

• Margins are up (supposedly over 60%)
• They’re scaling their client portfolio without scaling payroll.  
• Specialists are focused on strategy instead of repetitive tasks.

This isn’t just about cost, it’s about freeing up your best talent to actually think, build, and push campaigns forward.

For agencies and SaaS brands, automation isn’t just a buzzword.  

It’s changing what’s possible for teams of every size.

42 Ways You Can Scale Google Ads (PICK ONE)

(Works for small to 7-figure ad budgets)

Here are the 7 core campaign themes:

1. NonBrand
2. Competitive
3. Brand
4. RLSA
5. DSA
6. Industry
7. Content
   
Here are the 6 core vertical scaling strategies:

1. Localized keywords
2. International expansion
3. Exact match
4. Phrase match
5. Broad discovery
6. Full broad

7 campaigns x 6 scaling variations = 42 campaigns

Now imagine you have multiple campaigns by theme, this number starts to scale EXPONENTIALLY (and we haven't each talked about YouTube, DG, or Display). 

I filmed a 15-minute video covering this in detail on the AdConversion YouTube channel, check it out in the comments 👇🏻 (posting 2 vids/week there 🔔)

For all of my fellow advertisers, how are you scaling Google Ads?

Last month I spoke with 20 B2B marketing leaders, and it was clear proving ROI from YouTube Ads was holding them back from scaling the channel.

Having scaled to $20K/day in YouTube Ads spend for one of our clients at AdConversion, I wanted to share what we've found work for us. 

Today's video covers the following 5 methods:

1/ Search lift studies
2/ Brand lift studies 
3/ Self-reported attribution
4/ Direct/view conversions
5/ Unexplainable surges

You can catch the full tutorial on YouTube (🔔 subscribe if you aren't already).

There's not a lot of great content out there for B2B YouTube Ads. So hope you enjoy this one! You can find the link in the comments below 👇🏻

taplio

Silvio Perez's Linkedin Analytics

Silvio Perez

Performance ScoreSilvio Perez's LinkedIn Performance

What is Silvio talking about?

Silvio Perez's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Silvio Perez's Linkedin Analytics

Silvio Perez

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);}Silvio Perez's LinkedIn Performance

What is Silvio talking about?

Silvio Perez's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Silvio Perez's Linkedin Analytics

Performance ScoreSilvio Perez's LinkedIn Performance

Silvio Perez's Best Posts (last 30 days)