Demos that close, not demos that ghost.
B2B SaaS ads fail two ways: keywords too broad (drowning your reps in curiosity clicks) or keywords too narrow (not enough volume to hit ARR targets). We build intent-signal layering that separates buyers from browsers, use LinkedIn to warm the middle, and score every lead against your closed-won pattern before it hits your CRM.
The pattern we see
The four things breaking your account right now.
Cost per SQL is climbing every quarter
Generic keyword campaigns pull in curious clickers who never buy. Your CPC goes up because everyone is bidding on the same terms, and your reps burn cycles qualifying out leads that should never have been passed to sales.
You can't tell Google what a 'good lead' looks like
The click-to-signup conversion isn't the point — pipeline is. But Google optimizes on whichever conversion event you give it. If you feed it MQLs, you get more MQLs. Feed it SQLs, you get better leads. Most accounts feed it clicks.
LinkedIn budget goes nowhere
LinkedIn is expensive because everyone uses it wrong. Broad targeting + generic messaging = $150 clicks that don't convert. Narrow intent + mid-funnel positioning = actual pipeline at defensible CAC.
Attribution stops at the form submit
Your CRM knows which deals closed. Your ad platform doesn't. Without piping closed-won data back to Google + LinkedIn, you're optimizing on lead volume instead of revenue. The system will happily generate more junk leads forever.
Our playbook
How we fix it.
Intent-signal layering
Segment keywords by intent depth. Bid aggressively on high-intent terms; run informational content on low-intent to fill the top of funnel without burning budget.
- Intent depth scoring per keyword
- Match type strategy tuned to intent
- Negative keyword systematic sweeps
- Ad copy variants tied to intent stage
LinkedIn mid-funnel
LinkedIn to warm accounts that already touched your Google or content — not cold spray-and-pray targeting.
- Company-based retargeting from web traffic
- Job-title layering on top of intent signals
- Content-first ads (demos are for later)
- Direct-response only when the account is warm
AI lead scoring + CRM loop
Score every lead against your actual closed-won pattern. Route only demo-ready leads to sales. Pipe closed-won back into ad platforms so they optimize for revenue.
- Firmographic + behavioral scoring model
- Enhanced Conversions for closed-won
- LinkedIn Conversions API for pipeline events
- Auto-routing rules that skip your BDRs when appropriate
Real result
Cost per SQL dropped 71%. Demo-to-close rate doubled.
Project-management SaaS · Series B
Problem
$3,200 cost per SQL and climbing. Generic Google campaigns bringing in high-volume, low-quality leads. Sales team spending 60% of their time qualifying out — not selling. LinkedIn was on but couldn't justify its $18K/mo spend.
Fix
Intent-layered Google campaigns with negative keyword sweeps. LinkedIn switched to mid-funnel with company-based retargeting. AI lead scoring against 3 years of closed-won data. Closed-won piped back to Google via Enhanced Conversions.
Result
71% reduction in cost per SQL. Demo-to-close rate doubled (12% → 24%). Same total lead volume but sales reps calibrated to only working demo-ready leads.
“Every agency we’d worked with treated 'lead volume' as the goal. SearchTuners was the first to ask which of those leads actually closed — then optimize toward that instead of toward MQLs.”
— VP Marketing, project-management SaaS
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