The patterns we see in your work.
Google learned your MQL. It hasn't met your closed-won deal - and it won't for 60 days.
Your CRM shows a 90-day MQL-to-close cycle. Google's learning window is 7-14 days. By the time a form fill becomes closed revenue, Google has already found the next cheap form fill. You're training the algorithm on proximity, not pipeline.
PLG vs sales-led creates two conversion paths and neither one feeds the platform correctly.
You run a hybrid: free trial for SMB, demo for enterprise. Google sees both as form fills. Your CRM knows trial-to-paid is 6% for ICP leads and near-0% for student signups. Without split conversion streams weighted by pipeline value, your bids average across all fills and buy volume, not buyers.
Your install event fires in minutes. Your D30 ROAS takes 30 days. You're optimizing for the wrong one.
UAC optimizes toward the install because it fires immediately. Your D7 ROAS and subscription conversion don't land for weeks. If your MMP (Adjust, AppsFlyer, Singular) isn't passing post-install revenue events back to the platform, you're buying the cheapest installs, not the installs that pay.
ATT knocked out 30-50% of your iOS Meta App Install signal. You're flying partial-blind.
ATT opt-in averages 25-40%, so Meta App Install campaigns lost a large fraction of iOS attributable events. If your MMP isn't configured for SKAdNetwork plus probabilistic attribution, Meta bids on a partial signal and blames creative for the ROAS drop. It's measurement, not creative.
The numbers in your market.
What operators are actually saying.
“How do you run Google Ads for B2B SaaS when the sales cycle is 90 days? Google's algorithm needs conversions in 14 days to optimize but my deals close in 3 months. Every week without a closed-won signal is wasted spend.”
“UAC is giving us $1.40 CPIs on Android but 85% of users are gone by D3. We're buying installs, not players. Our D7 ROAS is 0.11x and the campaign still thinks it's working.”
“PMax for B2B SaaS is useless without offline conversion imports. I had 200 form fills and my sales team qualified 4 of them. Google had no idea what an MQL looked like in our CRM.”
What changes when we run it together.
A vertical B2B SaaS founder at $38K MRR, running $8K/mo on Google Ads
Demo requests at $280 CPA looked profitable. Demo-to-close at 12%, MQL-to-SQL at 14%. CRM had never sent a signal back to Google. Board questioning why paid wasn't scaling.
Separated problem-aware vs solution-aware campaigns. Installed Salesforce offline conversion tracking tied to pipeline value, not demo count. Bid strategy rebuilt around MQL-to-opp revenue.
Demo-to-close moved to 24%, MQL-to-SQL climbed to 31%, CAC dropped from $2,333 to $875. Board approved budget increase from $8K to $18K/mo.
A mobile subscription app founder at $2.1M ARR, running $22K/mo on Meta App Install + Google UAC
iOS D7 ROAS at 0.14x, Android D7 ROAS at 0.28x. Adjust was live but post-install purchase events never reached Meta or Google. ATT opt-in at 31%, so Meta optimized on 31% of actual iOS purchase signals.
Configured Adjust-to-Meta Conversions API passback for purchase and subscription events. Set up SKAdNetwork conversion value mapping for iOS D3/D7 IAP tiers. Rebuilt UAC with D3 IAP event as the optimization target instead of install.
iOS D7 ROAS lifted from 0.14x to 0.54x, Android from 0.28x to 0.71x. CPI rose 35% but cost-per-payer dropped 48%. Subscription LTV per install improved 2.1x.
A VC-backed PLG SaaS at $180K MRR, Series A, $22K/mo spend, 60-day sales cycle
Pipeline value flat at $280K/mo despite budget scaling from $12K to $22K. MQL-to-SQL stuck at 11%. Board flagged paid as not scaling linearly.
Deployed the AI Agentic System to manage hourly budget shifts across 14 Search campaigns. Reporting rebuilt around pipeline-value-per-dollar. Proxy micro-conversion events (engaged session + pricing page visit) fed Google's learning window within 48 hours instead of 90 days.
Pipeline value scaled to $680K/mo on the same $22K spend. SQL volume 2.4x, MQL-to-SQL moved to 28%, CAC payback compressed from 16 to 9 months.
Pick the path that fits your team.
The recommended product sequence.
Each step builds on the previous. Start where you are, progress at your pace.
Pipeline-Value Bidding for B2B SaaS & Mobile UA
Flagship - $4,997Campaign architecture, bid strategy, budget shifts, and offline/post-install conversion signal management - AI agents run the full Google Ads and Meta App Install stack across B2B SaaS funnels (MQL→opp pipeline-value bidding) and mobile UA (D7/D30 ROAS event optimization via MMP passback), so you scale past headcount limits.
End-to-End Ad Creative for Both ICPs
Flagship - $4,997The complete AI creative agency for paid social - personas and angles built from real customer language, static image ads and AI video produced behind quality gates. Covers B2B SaaS demo-CTA creative and mobile app UA creative alike.
Is this for you?
- ✓You run B2B SaaS with a CRM-attributed funnel (Salesforce, HubSpot, Pipedrive) and a 30-90 day sales cycle
- ✓OR you run mobile apps with MMP attribution (Adjust, AppsFlyer, Singular, Branch) and Meta App Install + Google UAC campaigns
- ✓You're spending $5,000+/month on Google + Meta combined
- ✓Your business cares about revenue at the BACK of the funnel - qualified opps, closed-won ARR, D7/D30 ROAS - not the cheap form fill or install
- ✕You sell B2C physical products through a Shopify store - see /for/ecommerce
- ✕You sell info products or courses - see /for/creators
- ✕You run an agency that fulfills PPC for clients - see /for/agency-owners
- ✕You're a consumer-facing app without paid acquisition (organic only)