I've audited over 50 B2B SaaS ad accounts in the last year. The same pattern shows up almost every time:

The funnel is built backwards.

Most teams start with "let's run ads" and point traffic to a generic demo page. Then they wonder why their CAC is $800+ and their pipeline is full of tire-kickers.

Here's what actually works:

1. Nail the ICP before you touch ads. If you can't describe your ideal buyer in one sentence — their role, company size, pain point, and trigger event — you're not ready for paid.

1. Build content that qualifies. Your landing page shouldn't convert everyone. It should repel bad-fit leads and magnetically attract the right ones. Specificity wins.

1. Run retargeting before prospecting. Your warmest audience is people who already know you. Hit them first with case studies and proof. Then scale cold once the economics work.

1. Track pipeline, not clicks. If your agency is reporting on CTR and impressions, they're hiding something. The only metric that matters is qualified pipeline generated per dollar spent.

We run demand gen for B2B SaaS companies doing $1M-$20M ARR. If your current agency can't tell you your blended CAC by channel, we should talk