SaaS/B2B performance marketing runs LinkedIn for precise role and company targeting alongside Google Search for high-intent comparison queries, since precise targeting can justify LinkedIn's higher CPC. Reported against pipeline value and cost per qualified opportunity, not clicks or form fills.
What's included?
- LinkedIn campaigns targeting specific roles and company sizes
- Google Search campaigns for comparison and category queries
- Pipeline-value reporting, not just cost-per-lead
Stop buying trials that never convert
Most SaaS ad accounts are optimised to the easiest conversion: a trial start, an ebook download, a webinar registration. The platforms get very good at finding people who like free things. We move the target down the funnel as fast as the data allows: product-qualified accounts, sales-accepted opportunities and closed revenue, fed back to Google and LinkedIn as offline conversions.
The channel mix we usually start with
| Channel | Job | Main metric |
|---|---|---|
| Google Search | Capture comparison, alternative and category searches | Cost per qualified opportunity |
| LinkedIn Ads | Reach named accounts and buying roles | Pipeline from target accounts |
| Retargeting | Bring back visitors from pricing and demo pages | Assisted opportunities |
| Review sites | Win shortlist-stage buyers on G2, Capterra and similar | Demo requests |
Why the handover has to be tight
Gartner found 67% of B2B buyers now prefer to buy without a sales rep, and buyers with a clear understanding of value are twice as likely to report a high-quality deal (Gartner, March 2026). So we build landing pages that answer the questions sales usually answers: pricing, security, integrations and time to value. When a buyer does book a demo, they arrive better informed and closer to a decision.
Separate brand and non-brand search in reporting. Brand clicks make blended results look better than they are, and hide whether paid is actually finding new buyers.
What we report
Pipeline created, cost per qualified opportunity, win rate and payback period by channel, reconciled against your CRM. See our guide to calculating CAC for how we build the numbers.