Everything we've learned, in one place.
Teardowns, benchmarks, checklists, and field notes. The same thinking we run inside accounts spending $100K to $2M a month. Written for the people who run the spend.
B2B SaaS paid media: an operator's guide.
The complete playbook. How to set the budget, what to measure, how to split channels, why efficiency breaks, and who should run it. One read, start to finish.
No resources match that search. Try a channel, a metric, or a format.
Reports & tools
The Leak Report
Score your paid account across measurement, structure, creative, and efficiency in four minutes. Find the one most likely leaking money.
Report · 2026Paid Media Benchmarks
What paid media should cost you: cost per lead by industry and deal size, the brand vs non-brand split, and the 3%-of-ACV rule for cost per qualified opportunity.
B2B Paid Media Audit
25 checks every B2B ad account should pass, across tracking, structure, bidding, budget, creative, and pipeline. Every miss has its fix underneath.
ChecklistConversion Tracking Checklist
The B2B tracking setup box by box: server-side, enhanced and offline conversions, CRM value mapping, and the QA that proves it actually works.
Prompt · Copy-pasteGoogle Ads Conversion Prompt
A copy-paste prompt that turns Claude into a measurement operator and produces a step-by-step Google Ads conversion plan for your exact stack.
From the blog
Performance Max for B2B SaaS: when it works, when it wastes budget.
PMax hits whatever target you give it. Point it at pipeline or it buys you the cheapest form fills on the internet.
BenchmarksLinkedIn Ads benchmarks for B2B SaaS: CPM, CPC, CPL.
The cost ranges I see across B2B SaaS accounts, what drives them, and the numbers to judge the channel on instead of cost per lead.
MeasurementOffline conversion tracking: send CRM revenue back to the platforms.
The highest-return measurement change most B2B accounts never make: feed qualified leads and closed revenue back so the algorithms optimize toward buyers.
StrategyGoogle Ads or LinkedIn Ads first for B2B SaaS?
Google captures demand that exists. LinkedIn creates demand that doesn't yet. Which one first comes down to whether anyone is searching.
Google AdsGoogle Ads for B2B SaaS: structure an account that feeds pipeline.
Branded, non-branded, and competitor search, structured so Google optimizes toward revenue instead of cheap form fills.
StrategyPaid media for AI companies: what's actually different.
Most of the playbook is the same as any B2B SaaS. Four things genuinely change: demand, positioning, deal shape, and category speed.
MeasurementForm fills are not pipeline. Optimize for the thing that pays you.
A form fill is the cheapest event in your funnel. Optimizing toward it quietly caps your growth. Feed real pipeline back instead.
EfficiencyWhy your CAC keeps climbing, and the four usual causes.
Acquisition cost rises for one of four reasons as you scale. How to tell which is yours, and the fix for each.
Point of viewSeniority is the product.
The agency model sells leverage: senior playbooks, junior hands. Results come from judgment, and judgment does not delegate.
Case studies
One of its most reliable pipeline engines.
Built Pilot's paid search into 30 to 40% of company pipeline and ARR at peak.
Case study · PeblRebuilt a paid program mid-rebrand.
Bought the right traffic through a rebrand, avoiding $456K in media cost while lifting paid traffic 154%.
Case study · Seven brandsRebuilt measurement across seven brands.
Restructured a $1.7M Google Ads program and rebuilt attribution, improving efficiency 20 to 25% in month one.
Case study · HarveyA closer look, by the numbers.
What changed for one of the teams whose paid media Jer has run, measured where it counts.
Rather have it applied to your account?
Book a 30-minute teardown and we'll do the analysis on your numbers, not a general case. You keep the findings either way.
30 minutes. Direct with Jer.