Paid Ads for High-Intent B2B Growth

We recommend a minimum of $3,000–$4,000/month on LinkedIn to generate statistically meaningful data. Below this, your audience sizes and conversion volumes are too small to optimise against. For companies targeting enterprise decision-makers (C-suite, VPs), $5,000–$8,000/month produces more reliable results. LinkedIn CPLs range from $80–$200 for B2B SaaS depending on audience seniority and industry competitiveness.

For B2B SaaS, a good LinkedIn CPL ranges from $80–$150 for mid-level roles and $120–$200 for C-suite/VP targets. However, CPL alone is a vanity metric — what matters is cost per qualified lead and cost per opportunity. We've helped clients reduce CPL by 38% through better targeting and creative optimisation. Your specific CPL depends on your industry, target audience seniority, and offer. A free trial will typically convert cheaper than a "book a demo" CTA.

You'll see initial conversion data within 2–4 weeks because Google Ads captures existing search demand. However, sustainable, optimised performance takes 8–12 weeks — this is the time needed to refine keywords, test ad copy, build negative keyword lists, and optimise bids. The first month is largely a learning phase. By month three, you should have a clear picture of your CPL, conversion rates, and which keywords actually drive pipeline (not just clicks).

They serve different purposes and work best together. LinkedIn Ads build brand familiarity and warm up your ICP before outreach — when a prospect sees your ad then receives your email, response rates increase significantly. Cold email is cheaper per touch but harder to scale and increasingly impacted by deliverability issues. Our recommended stack: use LinkedIn Ads for brand building and demand generation, and cold email (or LinkedIn InMail) for direct outreach to warm audiences. Combined, they create a multi-touch sequence that converts better than either channel alone.

We manage both — and we recommend running them together for most B2B SaaS companies. LinkedIn builds awareness and pipeline with precise ICP targeting; Google captures high-intent buyers actively searching for solutions. When run together, LinkedIn brand exposure drives Google brand searches, which lowers your blended CPL over time. That said, if you have budget for only one channel initially, we'll help you choose based on your funnel maturity and start with that — adding the second channel when the data supports it.

We connect the full chain: ad click → landing page → form submission → CRM lead creation → opportunity → closed revenue. This requires proper UTM parameters, conversion tracking (GA4 + platform pixels), and CRM integration. In your monthly reports, you'll see not just impressions and clicks, but: CPL by campaign, lead-to-MQL rate, MQL-to-opportunity rate, pipeline value attributed to paid ads, and ultimately ROI. We don't report vanity metrics — we report pipeline numbers your sales team can verify.

We specialise in B2B SaaS and B2B tech — industries where the ACV is $10K+ and the buying committee involves multiple stakeholders. Our campaigns have driven exceptional results for: HR tech and recruitment SaaS (Meetri — 3.4x leads), retail tech and supply chain SaaS (Increff), enterprise software, fintech, martech, and professional services tech. The common thread: complex B2B products that benefit from precise targeting and high-quality creative. If your ACV justifies $3K+/month in ad spend, we can build a programme that works.