And here's the output:

Big-picture approach (1-line)

Use intent/pull channels (Search/Performance Max), professional-context channels (LinkedIn) for high-quality accounts and job-title targeting, and Meta (Facebook/Instagram) for scalable prospecting + low-cost retargeting — then lock in leads with high-converting landing pages + tight lead qualification + nurture sequences to maximize LTV:CAC.

Step-by-step ad strategy (actionable)

1) Prep & measurement (week 0)

• Define ICP & buying committee (role, seniority, company size, tech stack, region). Example ICP: Marketing Ops Manager / Head of Demand Gen at 50–2,000 FTE SaaS companies in US/UK/EU.

• Agree on target CPL range and LTV:CAC goal (target LTV:CAC ≥ 3:1). Flyweel

• Instrumentation:

  • Install GA4 + server-side conversions (or Google Ads conversion API) and Meta Conversions API.

  • Implement LinkedIn Insight Tag, UTM naming standards, and offline conversion / CRM lead import for accurate CPL/CAC.

  • Map events: Ad click → Landing Page View → MQL (form + qualification) → SQL → Closed-Won.

• Baseline audit: conversion rate from landing page, average deal size, sales cycle length.

(Why this matters): Accurate attribution + server-side conversion improves lead quality measurement and lowers wasted spend. Google’s lead-quality best practices are helpful here. Google Help

2) Offer + funnel design (immediately)

• Top-of-funnel (TOF): Educational gated asset (eBook, benchmark report, ROI calculator), short video explainer, or webinar.

• Mid-funnel (MOF): Product demo on request, interactive ROI calculator, use-case case study PDF.

• Bottom-of-funnel (BOF): Free trial sign-up or sales-qualified demo booking.

• Lead form fields: keep short for TOF (name, email, company, role). For MOF, add company size & phone. Capture the rest via progressive profiling + CRM enrichment (Clearbit, ZoomInfo).

3) Platform & campaign structure (templates you can deploy)

LinkedIn — ABM / high-intent professional targeting

Use for decision-makers, account-based campaigns, webinar signups, demo requests.

Campaign types & creatives:

• Sponsored Content (single image / carousel)

• Conversation Ads for webinar signups

• Lead Gen Forms (auto-fill)

Audience targeting:

• Company industry + company size (50–2000)

• Job titles: Head of Marketing, VP Demand Gen, Marketing Ops

• Matched audiences: upload target account list (ABM)

• Lookalikes (from customers/SQLs)

Bidding & expected costs:

• Expect higher CPLs (often premium; many B2B tech CPLs exceed $100). Use manual CPC with bid shading or LinkedIn automated bidding for lead gen. NAV43+1

When to use:

• Use LinkedIn for MOF→BOF when the account list & persona match is critical.

Google Ads — intent capture & high-converting queries

Use Search (and Performance Max sparingly) for capture of purchase-intent queries: “marketing automation for SaaS,” “sales enablement automation demo,” etc.

Campaign types:

• Search (branded + non-branded)

• Performance Max for cross-channel reach (controlled via audience signals)

• Remarketing Display for people who visited pricing / demo pages

Bidding & creative:

• Use target CPA or Maximize Conversions with manual adjustments and conversion value tracking. Follow Google’s lead-quality guidance. Google Help

When to use:

• Best for lower-funnel intent and converting visitors who are actively searching; usually offers strongest ROI per lead if keywords are well-targeted.

Meta (Facebook & Instagram) — scalable prospecting + low-cost retargeting

Use for broad prospecting (lookalike audiences built from customer lists), content promotion (video, carousel), and efficient retargeting of site visitors.

Campaign types:

• Lead Ads (for simple forms)

• Conversion campaigns sending to landing pages (better for qualified leads)

• Video view / engagement for TOF

Audience targeting:

• Lookalikes (1%–5%) from high-value customers or demo completers

• Interest + employer targeting for niche verticals (less precise than LinkedIn)

Notes:

• Meta often yields lower CPLs for prospecting and is very effective for retargeting later in the funnel. Benchmarks vary widely by industry. WordStream+1

4) Creative & copy — examples (ready to paste)

TOF (awareness / webinar)

• Format: 15–30s video (MP4), square/16:9; headline + 2-line description.

• Headline: “How 500+ SaaS teams cut onboarding time in half”

• Primary text: “Join our 30-min webinar to learn the automation playbook that scales MQL → SQL. Limited spots.”

• CTA: “Register” / “Watch”

MOF (offer / demo invite)

• Format: Single image + carousel

• Headline: “See the demo: Automate campaign workflows in 10 minutes”

• Primary text: “Book a 20-min demo to see custom workflows, ROI calc, and migration support. Free trial included.”

• CTA: “Book demo”

BOF (free trial / pricing)

• Format: Lead form / landing page

• Headline: “Start your 14-day free trial — No credit card”

• Bullets: “Prebuilt SaaS templates • Slack + CRM sync • 24/7 onboarding”

• CTA: “Start free trial”

Creative best practices:

• Include 1–2 screenshots of the UI, short customer quote (1 line), and clear value metric (“+40% lead-to-MQL conversion”).

• Video length: 15s for social feeds; up to 60s for LinkedIn if educational.

• Rotate 3–5 variations per audience & refresh every 2–3 weeks to avoid fatigue. aimers.io

5) Audience targeting (detailed)

1. Prospecting (TOF)

   • LinkedIn: Job titles, functions, seniority + company size; matched accounts.

   • Meta: 1% lookalikes from MQLs or demo bookers; interest/behavior layering.

   • Google: Broad match modified + phrase match on high-intent keywords.

2. Qualification (MOF)

   • Website visitors who visited pricing or demo pages (last 30 days).

   • Video engagers (viewed 50%+).

   • Lead form openers but not submitted.

3. Retargeting / ABM

   • People who viewed pricing or started signup but didn’t convert (window 7–45 days).

   • CRM segments: trial users who haven’t activated, leads with revenue potential.

6) Retargeting tactics & rules (concrete)

• Segment audiences by intent: viewed pricing (highest), viewed feature pages, downloaded asset, webinar registrants, video viewers.

• Windows & frequency:

  • Pricing page visitors: 7–30 days, show demo CTAs, cap 3–4 impressions/week. aimers.io+1

  • Asset downloaders: 14–60 days, show case studies & ROI offers.

  • Cart/trial abandoners: 0–14 days, aggressive frequency (up to 5/week) with urgency messaging.

• Creative rotation: 3–5 ad variations per audience; rotate every 2–3 weeks. Use sequential creative for demo->case study->trial path. aimers.io

• Use dynamic creative (Meta) and UTM-tagged landing pages so you can trace which creative drove SQLs.

7) Budget allocation (example % split & sample $30k/month plan)

Allocation reflects B2B SaaS typical needs: prospecting + account targeting + intent capture + retargeting.

• Total monthly ad budget (example): $30,000

  • Google Search & PMax (intent capture): 30% = $9,000

  • LinkedIn (ABM / decision-makers): 35% = $10,500

  • Meta (prospecting + retargeting): 25% = $7,500

  • Retargeting on display & cross-channel: 10% = $3,000 (can be drawn from platforms)

Reasoning:

• LinkedIn gets the largest share for account-level targeting despite higher CPLs because it often drives higher quality enterprise leads (expect premium CPLs on LinkedIn). NAV43

• Google captures intent with comparatively strong conversion rates when keywords are tightly managed. Google Help

Benchmarks (CPL ranges — expect variance):

• Google Search CPL: often lower than LinkedIn; can range $50–$150 depending on keywords. Flyweel+1

• LinkedIn CPL: commonly >$100 for B2B tech. NAV43

• Meta CPL: wide range; often cheaper for broad prospecting but lead quality depends on qualification flow (could be $20–$200). Superads+1

• Note: studies show B2B paid channel CPL averages vary a lot (reports show anywhere from ~$84 to $310 depending on dataset & channel). Expect distribution and monitor closely. Flyweel+1

8) Lead quality & handoff

• Immediately enrich leads via Clearbit/ZoomInfo and score leads (job title, company size, engagement).

• Auto-assign MQL → SDR if score threshold met; otherwise drip nurture for 30–90 days.

• Import offline conversions/sales outcomes back into ad platforms for true CPL/CAC measurement.

9) CRO & landing pages (must-have)

• Fast load (<2s), single focused CTA, social proof (logos + short quotes), clear value metric, above-the-fold form or calendar widget (Calendly).

• For demo/bookings: show available times inline to lower friction.

• For lead-gen forms: use progressive profiling and hide advanced fields behind “more about you” collapsible areas.

10) Testing plan & cadence (30–90 day sprint)

• Week 0–2: Launch TOF prospecting + search + basic retargeting. Use 3 creatives per audience.

• Week 3–8: Pause losers (CPL > 2x target), scale winners + increase budget 20% on winners.

• Ongoing tests: creative (image vs video), CTA, landing page headline, lead form length, audience expansion (lookalike %).

• Keep an experiments dashboard; test one variable at a time per ad-set.

11) KPIs to track (and targets to chase)

• Impressions / Reach (awareness)

• CTR by creative (benchmarks vary by channel)

• Landing Page Conversion Rate (goal: 8–20% depending on offer)

• CPL by channel (set initial target from benchmarks, then optimize)

• Marketing Qualified Lead (MQL) → SQL conversion (target 20–35%)

• LTV:CAC (target ≥ 3:1). Flyweel

12) Reporting & attribution

• Weekly dashboard: spend, clicks, leads, CPL by channel, SQLs, pipeline value, CAC projected.

• Monthly deep-dive: cohort analysis of leads → closed-won (use CRM).

• Use multi-touch attribution where possible to credit brand + search + retargeting interplay.

Retargeting sequences (example creatives & timing)

1. Day 0–7 (Pricing page): Ad = “See tailored pricing + ROI” → CTA = “Book a 15-min demo”

2. Day 8–21 (No convert): Ad = “Customer case study: how X company increased MQLs 3x” → CTA = “Download case study”

3. Day 22–45 (Still no convert): Ad = “Free ROI calculator — estimate your impact” → CTA = “Try calculator”

4. Trial abandoners (0–14 days): “Need help getting started? 1:1 onboarding call” → direct calendar link (Cap frequency to 5/week).

Rotate creatives every 2–3 weeks. Use frequency caps: 3–4 impressions/week for most B2B retargeting audiences. aimers.io+1

Quick creative snippets you can copy

LinkedIn Sponsored Content (single image)

• Headline: “How ACME cut campaign spend 27% with automation”

• Text: “See the exact workflows we used to increase qualified leads — 20-minute demo with a product specialist.”

• CTA: “Request demo”

Meta prospecting (video)

• Primary text: “Struggling to scale lead-gen? Watch how marketing teams automate 80% of manual tasks.”

• Caption: “Download the benchmark report”

Google RSAs (examples)

• Headlines: “Marketing Automation for SaaS”, “Automate Campaign Workflows”, “Book a 20-min Demo”

• Descriptions: “Pre-built templates for SaaS • Free migration • 14-day trial”

First 90-day rollout checklist (practical)

• Install tags & CAPI + test events

• Build landing pages + CRO elements

• Create asset library (3× videos, 5× images, 6× ad copy sets)

• Upload customer list + build lookalikes on Meta + LinkedIn matched audience

• Launch Google Search + LinkedIn ABM + Meta prospecting + cross-platform retargeting

• Weekly monitoring & optimization; monthly deep analysis + CRM sync

Benchmarks & evidence (most load-bearing sources)

• LinkedIn ads trend: LinkedIn costs have risen and B2B tech CPLs often exceed $100 — use LinkedIn for high-quality account targeting knowing it’s premium. NAV43+1

• Google Ads lead-quality best practices & conversion mapping recommended by Google. Google Help

• Retargeting best practices: rotate 3–5 creative variations, refresh every 2–3 weeks, and cap frequency around 3–4 impressions/week for B2B. aimers.io+1

• CPL benchmarks for B2B vary by report — some place modern average B2B CPLs around ~$84 (2025 projection) while other datasets show higher mean CPLs (up to several hundreds depending on channel). Use these as a directional guide and calibrate to your CRM-backed results. Flyweel+1

Final recommendations (priorities)

1. Measure first — without server-side conversions + CRM sync you’ll misallocate budget. (High impact) Google Help

2. Use LinkedIn for precision ABM and Google for intent capture; supplement with Meta for scale & efficient retargeting. (Balanced spend drives ROI). NAV43+1

3. Prioritize creative rotation and retargeting cadence to avoid fatigue and increase conversion rates. aimers.io

Or to be more specific: