Marketing @ KlientBoost - The Performance Marketing Agency

Struggling to make your paid ads profitable? I can help.

I've generated $50M+ pipeline (& counting) for B2B Tech and SaaS companies through content marketing, paid search, and paid social demand generation and GTM strategies.

"We've never been able to make paid ads work for us." — common feedback from happy B2B clients.

Some of the leading minds in B2B follow my content for fresh LinkedIn and Google Ads growth recipes.

Right now, I'm leading marketing @ KlientBoost to add $250K MRR using the exact same strategies, principles, & processes we roll out for clients.

Here's how we can help you: 
- Done for you marketing—starts with a free marketing plan
- Fresh growth recipes to your inbox—klientboost.com/kitchen
- Follow me on LinkedIn to learn the latest winning B2B strategies

Got a burning question about B2B paid ads? My inbox is always open too.

LFGTM 🤘

Patrick Cumming

The best-performing B2B ad we ran last year was embarrassingly boring.

Overused hook. Basic copy. A link at the bottom.

It outsold all the pretty single image ads I spent hours tweaking 😭

Here's why that's not a surprise, and why most B2B marketers have this completely backwards.

There's a line going around right now: "𝘐𝘧 𝘪𝘵 𝘭𝘰𝘰𝘬𝘴 𝘭𝘪𝘬𝘦 𝘢 𝘉2𝘉 𝘢𝘥, 𝘣𝘶𝘳𝘯 𝘪𝘵."

The logic being: make it funny, narrative-driven, unconventional. Don't let it feel like an ad.

Sounds smart. Gets a lot of likes from other marketers.

It's also mostly wrong.

Because buyers don't care about your content.

They don't care if it's funny. They don't care if it's pretty. They don't care if there's a story arc.

They care about the problems keeping them up at night.

Our top closed/won ad last year did exactly three things:

1. Used a hook everyone says is "dead" 
2. Proved we could solve a painful, specific problem 
3. Gave readers a way to get help

That's it. 

Just proof that we understood their problem and could fix it.

I've watched this same format outperform "creative" ads across nearly every B2B client I've worked with.

The fun stuff marketers celebrate in Slack? It generates reach.

The boring stuff buyers actually need? It generates pipeline.

Funny is an amplifier. Creative is an amplifier. Narrative is an amplifier.

But none of it matters until you've nailed one thing first: making the buyer feel genuinely understood.

Everything else is decoration on top of that.

If it looks like a B2B ad, burn it.

Read that hook in an article recently and it's a classic example of marketers getting it totally wrong.

If it's not funny, unconventional, or "narrative-driven", then it won't work and you should ditch it.

It's a nice sound-bite for easy reach, but doesn't play out in reality.

Truth is buyers don't care about your content at all. 

Don't care if it's funny. 
Don't care if it's pretty. 
Don't care if there's a story.

They care about the problems they're trying to solve.

You could have the most boring ad in the world. 

If it convinces them you can solve a painful problem it will work.

I know this because the ad that generated the most closed/won deals for us last year:

1. Had a boring overused hook everybody "hates"
2. Provided proof we could solve a painful problem
3. Added a link to get in touch if readers wanted help

I've seen similar formats work for almost every B2B I've worked with.

Ditching the fun stuff marketers celebrate for "boring" ads generate more qualified inbound.

Go figure.

It's not about ads that don't look like ads. 
It's not about making it narrative-driven.
It's not even about making it funny. 

It's about showing users you understand their problems and proving you can solve them.

Everything else is just an amplifier once you've already nailed that.

I'm hearing a lot of prominent B2B marketers saying Google Ads doesn't generate pipeline anymore.

But we increased non-brand SQL volume 76% YoY without increasing spend. So the maths doesn't check out.

If Google Ads isn't generating enough pipeline for you, I can guarantee it's down to one of these 3 fixable setup problems:

1. Targeting too many keywords

Sounds counterintuitive, but it spreads your budget thin and forces the algorithm to waste spend on search terms that don't convert.

I audited an account last month targeting 100 keywords when only 10 actually generated pipeline.

We increased non-brand SQL volume 76% YoY with the same spend by targeting just 10 keywords on exact match.

2. Poor budget allocation

Too much budget goes to campaigns that don't generate net-new pipeline. Usually competitor and branded search.

I audited an account where 50% of budget went to competitor campaigns that generated 90% fewer qualified leads than non-brand (which only had 25% of budget).

We run just 2 high-intent campaigns for our core service areas and eliminated competitor and brand completely.

3. No offline conversion tracking

You can't prioritize keywords without sending CRM lifecycle data to Google Ads so you know what's actually generating new business.

Of 20 accounts I've audited recently, just 2 had this set up. The rest had zero pipeline visibility.

We prioritize spend on keywords with proven conversion rates to pipeline. That was key to our 76% SQL improvement.

Bottom line: You can increase pipeline drastically with the right foundations. Without them, you're guessing and driving up costs with nothing to show for it.

AI creative isn't ready for ad campaigns.

Text posts I wrote in under 15 minutes the "old fashioned" way still outperform everything else.

Here's what actually works:

Skip AI-generated images. Single image ads are the worst performing format in B2B right now. 

Total waste of time scaling an already declining ad format with AI. 

Use AI for the foundations instead:

• Analyze call transcripts in minutes
• Extract real customer insights
• Build content roadmaps from actual data
• Turn insights into text posts and video scripts
• Write them with soul, not with Claude

I still haven't seen an AI creative drive more pipeline than something written by a human who deeply understands their audience.

Use AI to think faster, not to replace executing.

If you've ever asked yourself whether or not you should be bidding on your own brand name, this is for you (spoiler: you probably don't need to)

KlientBoost Playbook: Cut Wasted Spend On Google Ads 

I talk a lot of s*** about the funnel.

But it's not like it just doesn't work.

If you run enough ads to the right people eventually some will generate pipeline.

My problem with the funnel is that it's not how B2B buyers buy.

And that leads marketers who believe in it to prioritise the wrong things:

- "Only show cold TOFU audiences blogs"
- "MOFU audiences need more case studies"
- "Need to tweak step 6 in the 12 step BOFU flow"

After auditing 100s of B2B ad accounts over the last 8 years, I can tell you none of those things are ever the problem.

And trying to fix them usually results in disappointment.

The fundamental root cause of the problem is this simple:

- Not enough category buyers are seeing ads
- The message they are seeing isn't resonating

That's not a funnel problem. It's a strategy problem.

Now your priorities shift:

- "How do we make messaging more relevant and memorable?"
- "How do we reduce CPM to reach more category buyers?"
- "Do we have enough budget to saturate our audience?"

Answering those questions means more in-market buyers see a relevant message to generate pipeline this quarter.

More out-market buyers see a memorable message so they think of you when they move in-market next quarter.

Prospects are either in-market or out-market. They choose the brands they trust and associate with the category.

Better to optimise for that than a mythical funnel nobody actually goes through.

You spent $200K on ads last quarter.

Now your CFO wants to know how much pipeline it generated.

Do you have an answer?

This is the question that separates marketing teams that win over skeptical execs from the ones still fighting to be taken seriously.

"We were building awareness" won't cut it.

Yes, attribution is hard. But after a full quarter of spend there should be enough signal to defend marketing investment with data.

If you can't do that, you likely have a data black hole preventing you from tying your work to real business growth.

Here's what it looks like when that black hole is closed:

Last month we narrowed our audience from 180K down to 65K to reach more ICP buyers with higher frequency.

3 weeks into cold ads against a brand new audience:

- 2 qualified inbound leads attributed
- 2 closed/won deals attributed
- 19% lift in qualified leads

That's a lot of signal that LinkedIn Ads is working. Enough that I pitched our CFO for a $20K/mo budget increase and he took it seriously. Not just because of those 3 weeks, but because of months of historic data we've built up that consistently proves our marketing works.

That's only possible because of three things most companies skip:

- Server-side and offline conversion tracking
- 365-day conversion windows
- Audience lift analysis

80% of the B2B companies I audit are missing at least one of these and it's costing them the ability to prove their value to the business.

If budget is the blocker, repurpose a small slice of your ad spend to get them in place first (max $1K).

Because without a solid tracking and attribution setup, you're not giving yourself a fair chance to show that your marketing is actually working.

And you deserve that chance.

Prospects buy on their own timeline, not on ours.

As soon as you realise that, your entire approach to marketing 180s.

You ditch "informational" keywords on paid search because "your funnel will nurture them."

Instead, you target high-intent category and capability keywords with known buying intent. 

You stop optimising your paid social campaigns for traffic and conversions. 

You realise it's only getting you 1% reach and 2 frequency. 

You're throwing money at ad platforms but still invisible where it matters.

Instead, you target ICP segments with the budget to hit 80% reach and 10+ frequency over 90 days. 

Now you're attracting in-market buyers who become pipeline today. 

And building recall with out-market buyers who become future pipeline.

You're no longer asking: "how do we improve TOFU, MOFU, BOFU conversion rates?"

And asking: "how do we get relevant content in front of more category buyers?"

It's a big shift and scary to implement.

Until you see ad platforms finally recording pipeline after 30 days.

And closed/won deals attributed after 90.

Winning at paid ads isn't about "right prospect, right message, right time."

It's about "right prospects, relevant message, all the time."

That's what optimising for how buyers buy looks like.

Your ad platform is lying to you.

Not intentionally, but it's missing 30-50% of your conversions.

Here's the reality most marketers ignore:

Ad blockers and cookie rejection are creating a massive data black-hole. The numbers you're using to measure platform success are incomplete at best.

Consider iOS alone:

95% of users have tracking disabled. That means 95% of clicks from apps potentially go unrecorded. You're flying blind on nearly all mobile traffic.

This isn't a small gap. It's a canyon.

The platforms can't track what users won't let them see. Privacy settings, browser extensions, and cookie banners have fundamentally broken in-platform attribution.

In-platform data is still useful for directional optimisations within the platform itself. If Campaign A shows better metrics than Campaign B, that signal matters.

But treat it as a compass, not a map.

Don't make budget decisions based solely on platform reporting. Don't kill campaigns because the dashboard says they're underperforming.

Your actual results are happening in a world the platforms can't fully see anymore.

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

One client hit a ceiling.

Not because Google Ads “stopped working.”

But because budgets were capped.


Performance felt flat, and volume wasn’t growing.

CPL looked high, so the instinct was to optimize down.


Maintain budgets, search terms, keywords, and bidding strategies. 

Focus on Lower CPL before we start scaling.


But that wasn’t the constraint.

We stepped back, mapped the actual unit economics, and confirmed a reasonable CPL based on historical data.

So we started scaling budgets on converting campaigns.

- Volume increased.
- Pipeline increased.
- Efficiency held within expected range.

Suddenly, scaling wasn’t guessing, and we had a clear benchmark. 


We still focused on efficiency, pausing keywords and working on landing pages. 

But the growth gave confidence to scale further and to prioritize fixing bottlenecks in optimization.

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

The problem with low volume isn't always the budget or keywords.


Sometimes the problem isn’t reach.

It’s the offer and how it resonates with users at different stages of the funnel. 


In one account, search volume was there.

Traffic was qualified, attracting ICP accounts.


But the conversions were inconsistent.

Some people converted 1-3 months after first visit. 

Silence in between.


So instead of expanding keywords, we: 
- Tailor LP messaging for mid-funnel traffic.
- Stopped pushing only demo request
- Added “Build Your Business Case” CTA

We kept both because we don't want to disqualify users ready to convert.

But we also want to capture and start conversations with prospects in the research stage.

Because it’s better to capture intent early and help the prospects. Rather than waiting for them to do their own research and convert with competitors.


When volume stalls, don’t always expand.

Sometimes you need to reposition the offer with lower friction to start a conversation.

I didn’t close a single new client for months, and I felt stuck.

I kept telling myself I needed:

- Start outreach to build a pipeline
- Better LinkedIn posts to improve reach
- Have more sales calls to grow

But that wasn’t the real issue.

The truth?

I was drowning in service delivery.

Ad hoc fixes, cleaning tracking, improving structures, and reporting.


Important work.

But time consuming or reactive.


There was no time left for:
- Improving processes
- Designing scalable delivery
- Focusing on sales & marketing

I was fragmented.

My business still relied too much on me.

And every new client added weight instead of leverage.

That’s why this year isn’t about growth first.

It’s about foundations.

1/ Fewer priorities
2/ Standardizing delivery
3/ Locking 2-week ops sprints
4/ Removing steps from processes
5/ Protecting focus (the actual mental focus)


Because growth before structure feels exciting. But it's stressful.

And growth with structure feels more effortless.


And I burned myself doing both and haven't made real progress.

Demo volume is inconsistent, and the pipeline isn’t converting?


Campaigns delivering. Competitive spend. Relevant keywords. 

Everything looks right from a high level.


But the performance feels off.


The issue usually isn’t the keywords.

It’s the lack of B2B SaaS structure.

Most accounts I audit show the same structural gaps:

1/ No clear intent segmentation
2/ Generic and low-intent absorbing most of the spend
3/ Wrong match types and bidding strategies wasting budgets
4/ Generic ads and landing pages not aligned with intent

Traffic comes. Demos don’t convert. Pipeline build slowly.


Search isn’t just about targeting keywords.

It’s about separating high-intent, category, competitor, and brand properly.


Without structure, scaling just increases inefficiency.


Predictable pipeline doesn’t come from more campaigns.

It comes from the right structure.


Fix structure. Then scale.

I don’t struggle with discipline.

I wake up early.
I work weekends.
I workout 4x a week

Discipline isn’t the issue.

Focus is.


What I’ve realized recently is this:

You can be disciplined and still not move forward fast enough.

Because discipline gets you to the desk.

Focus decides whether you execute fast & well.


Most of my days are packed with service delivery.

Campaign launches.
Landing page fixes.
Ad copy updates.
Negative keyword cleanups.
Reporting tweaks.

And other important work to drive results for clients.

On top of that, I’m trying to push growth work forward.

Systemizing delivery.
Implementing AI.
Driving sales.
Creating content.

And doing all of that requires deep focus.


But when you work on a computer all day, distraction is constant.

One tab becomes five.
One idea becomes a rabbit hole.
One “quick check” becomes 20 minutes.

You lose focus and momentum. 


Now, it isn’t only about better discipline.

It’s about designing a system that minimizes ad hoc interruptions.

I’ve tried a lot:

- Website blockers/time schedule
- Planning the day ahead
- Calendar blocks

It helps.


But it’s still difficult to get into real flow, and very easy to drift.

It's hard to build the habit of focus, and easy to break it.


What techniques or tools help you avoid drifting during the day?

Brand Search used to way to protect the brand from the competition.

And it was efficient.

It had a low CPC and didn't require high spend. 

And it generated data for the account.


Now?


Competition is aggressive.

Impression share battles push CPCs and spend.

And losing position means fewer high-intent and high-quality leads that would otherwise come to you.


We tested pushing IS toward 80%. (not even absolute TOP)

Costs became unreasonable. CPA skyrocketed.

We pulled back budgets, adjusted bidding, or shifted to smart bidding.

And it helped to balance protection vs efficiency. (for now)


In some segments, protecting the brand became a fight for high-intent leads, where more players win, and you score less.

And it requires a different approach.

But also isn’t worth all your budget. 


How much are you willing to pay to defend demand?

For months, we were tightening structure, cleaning terms, and improving CPL.

Progress was steady. But volume was flat and inconsistent.


Then we did something simple:

We had a clear unit economics goal, and we decided to keep increasing budgets weekly.


Same structure. Same signals. Same landing pages.

Volume jumped. Efficiency stayed. The pipeline grew.


The lesson?

At a certain point, you’re not limited by optimization.

You’re limited by spending and low positions.


Micro-tweaks feel productive.

But if the math works, the budget is the lever.


Sometimes growth isn’t complicated.


PS: But don't get complacent and keep working on conversion rates.

You’re quietly wasting six figures in ad spend.


On paper, everything looks right.

Performance on dashboards looks normal. Meaningful spend. Relevant keywords. 

Yet demo volume and quality are inconsistent and not growing.


The issue isn’t always the keywords or lack of budget.

What’s often missing are clean, reliable conversion signals.

Most accounts I audit show the same patterns:

- Messy primary conversions not tied to demo intent
- No reporting connecting the pipeline back to the ad spend
- Offline conversions are missing or unreliable


And Google optimizes exactly what it sees.

If it sees mixed or no signals, it creates volatility.

And when you scale budgets, it breaks.


Predictable pipeline doesn’t come only from spending more.

It comes from feeding Google the right outcomes first.

Fix the tracking before you scale or even before you spend the first $.


That gives you more stable performance from the get-go, and CAC starts trending down over time.

CAC goes up, and scaling never feels safe.

The issue usually isn’t budget or bidding.

It’s how the account is managed.

Most audits reveal the same process gaps: 
1/ No structured optimization, 
2/ Budgets spread thin across too many campaigns, 
3/ Structural changes made reactively to fix the problem, 
4/ Changes and experiments not logged or measured. 

Nothing compounds, and every tweak resets learning.

Scaling doesn’t fail because of Google. It fails because discipline is missing.

Predictable pipeline doesn’t come from activity. It comes from structured iteration.


When Google Ads stops resetting every 3 months, it starts behaving like a predictable system and channel.

taplio

The Battle

Patrick Cumming

Roman Krs

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The Battle

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Roman Krs

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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);}Patrick Cumming's LinkedIn Performance

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