Every B2B SaaS agency site has the same logo wall. We'd rather show you four anonymised cases in full, profile, starting situation, what we actually changed, what it returned, and honestly, what didn't work along the way.
Why we don't name clients. Most of our retainers are with marketing leaders at growth-stage SaaS companies, many don't want their paid-media performance posted publicly, and we respect that. Every case below is a real engagement, with scrubbed company details and rounded metrics. Revenue and spend bands are accurate. Happy to walk through specifics under NDA on a call.
~€25k/mo on LinkedIn lead-gen forms. Strong MQL volume, but <3% converted to SQL and close rate was 2%. Sales thought marketing was sending noise; marketing thought sales wasn't calling back. Both were partly right.
We spent the first 6 weeks convinced we could salvage one lead-gen campaign by tightening targeting. We couldn't, it kept delivering MQL-shaped noise. The right call would have been to kill it in week 2. We lost about €18k in spend to that reluctance.
Running Google Search only, single flat campaign mixing brand, category and competitor queries. Three competitors bidding on the brand term. PMax had been rejected internally as "unpredictable". Sales thought Google wasn't working; they couldn't see it was doing most of their verification.
YouTube remarketing, which looked great on paper and was a core part of our Q1 plan, underperformed for a full quarter. View-through conversions looked strong; SQL attribution told a different story. We pulled it back to a 10% budget share, not the 25% we'd scoped. Honest outcome, not the one we expected.
Founder-led sales, 40 inbound demos/month, all word-of-mouth. Wanted to start paid without blowing the CAC maths and without becoming dependent on it. Google SERP in their vertical was brutal, three established players with 10-year-old brand campaigns. LinkedIn-addressable ICP was tight (~18k contacts in the UK).
LinkedIn Message Ads, which we'd used successfully elsewhere, got almost zero traction with this ICP. We burned €4.2k testing three variants before killing the format. Sponsored Content on the same audience did all the real work. Different ICP, different format fit; we should have trusted that signal faster.
Two agencies before us, €80k/mo on paid across LinkedIn + Google + Meta + Microsoft. No reliable pipeline attribution, HubSpot saw everything as "direct" or "LinkedIn" regardless of source. Previous agency had been asked to scale spend; they did, and CAC doubled quietly.
Meta Ads. We'd argued it was worth a 12-week test against this ICP (mid-market FinOps buyers). It wasn't. CPLs were competitive, but the pipeline it generated had a ~5% close rate vs 18% from LinkedIn. We paused it at week 10 and reallocated. Sometimes the right test is the one that tells you to stop.
Send us rough context on your stack and pipeline target. On the call we'll tell you the top things we'd change, whether we'd take the project, and who to talk to if we're not the right answer.