The August dip is behind us: 13 MQLs at €272, below the 8-week average. I’m proposing CP-014 for your approval. LinkedIn ABM holds steady: it’s judged on accounts reached, not on a single week.
Spend€3,54098% of planned budget
Target accounts reached284 / 40071% · last 30 days
MQLs13+2 vs W38
Cost / MQL€2728-wk avg: €298
MQLs per weekGoogle AdsLinkedIn Ads
Change planCP-014
Shift 20% of the “Competitors” budget to “Category”
Sample weekly report — fictional company and figures.
20+ startups supported
Leonar
Warm, qualified leads are getting scarce.
94%
of B2B buyers rank their shortlist before talking to a salesperson.
Those who don’t know you don’t call you; those who barely know you compare you on price.
Source · 6sense, B2B Buyer Experience Report 2025
Paid media in your marketing
Paid media helps put you on the shortlist before the first call.
Before reaching out, your buyer goes through four stages. At each one, online advertising (paid media) can show them your brand in the right place.
01Your buyer discovers the problem
Something’s not working, but they aren’t looking yet.
A short video on YouTube
Your CEO’s post, sponsored
A display ad in Gmail
Word of mouthPodcastEvent
02They look for solutions
They ask Google, an AI, their peers.
At the top of their Google search
A guide to read in their feed
On Bing, targeted by job function
Your site on GoogleAINewsletter
03They make their list
They set criteria and keep three or four names.
When they search competitors
At the top of G2 comparisons
A reminder after their visit
ReviewsWebinarCommunity
They ask for a call
04They choose
They pick between the finalists… and ask for a call.
When they search your name
An invitation by direct message
A pre-filled form
Trade showPressYour sales reps
Your ads: what they seeYour adsYour other channels, outside advertisingOther channels
What I manage
One consultant. The entire paid funnel.
Get seen by the right accounts, often enough, with a message that sets you apart. Then turn interest into demand and hand off to your sales team.
Before the first call · 61% of the journey
With your sales team
Your market
Reach
Educate
Convince
Convertinto warm leads
Customersigned by your sales team
Services
Six disciplines, one point of contact.
The whole funnel, or just the part you’re missing.
01
Strategy and media plan
Who to target, on which channels, with what budget and toward which lead targets.
ICP and personas
Channel and placement mix
Budget, lead and opportunity targets
02
Targeting and audiences
Qualification starts here: the right accounts and the right profiles, before the first impression.
Account lists (ABM)
LinkedIn audiences by job function and seniority
Search keywords and exclusions
03
Ad creative
Messages that set you apart, written with your competitors in mind.
Angles and ad copy (LinkedIn, Google)
Images, videos, documents, carousels
A/B tests and ad rotation
04
Landing pages
Pages that turn interest into demo requests or sign-ups.
Campaign and comparison pages
Forms and demo flows
Page experience and Quality Score
05
Tracking and measurement
Knowing which campaigns create qualified leads, not just clicks.
GTM, GA4 and conversions
CRM sync: MQLs, SQLs, opportunities
Offline conversions to Google and LinkedIn
06
Management and reporting
Campaigns reviewed every week, decisions explained.
Google Ads, LinkedIn Ads, Microsoft Ads
Weekly optimizations
Monthly reporting and quarterly reviews
Results
Every stage is measured.
01 · Reach26M+impressionsGoogle, LinkedIn & Microsoft Ads
02 · Educate800,000+video viewsLinkedIn Ads, last 12 months
03 · Convince400,000+clicks to your pagesGoogle, LinkedIn & Microsoft Ads
04 · Convert2,700+MQLs attributed to paidClients’ HubSpot CRMs
Overt · ad intelligence
And every recommendation factors in your market.
I built Overt, a B2B ad intelligence platform, for my own client work. Every Monday, it measures your competitors’ advertising on LinkedIn, Google and Microsoft. My recommendations serve your goals and factor in what your market is actually running.
Fabrikam has been pushing compliance Document Ads for three weeks: test a “compliance audit” Document Ad on Proseware’s finance segment.
Pricing
Three ways to work together.
Media budgets I work with: €5k to €30k+ per month. Prices exclude tax, with no percentage of media spend. Overt market intelligence is included in every offer.
One-off · 3 weeks
Paid & market audit
A data-backed review of your ad accounts, your measurement, your pages and your market.
I’ve been buying media since 2018: at Publicis, then at Junto (10 advertisers, over €1M in media), and independently since 2022: €2M+ managed, exclusively for B2B SaaS companies.
Founder of Overt, the B2B ad intelligence platform that informs my recommendations.
The first fixes (tracking, targeting, exclusions) pay off within the first few weeks. Warming up a market takes longer: allow a quarter for the accounts you reach to produce warmer leads, and for your sales team to notice.
What about activation, retention and closing?
My promise is acquisition: it ends with the warm lead handed to your sales team, or with the sign-up if you’re product-led. Activation, retention and closing stay with you; if that’s where things are stuck, I’ll point you to the right specialists.
What media budgets do you work with?
From €5k to €30k+ in media spend per month, on Google Ads, LinkedIn Ads and Microsoft Ads. My fees are fixed: no percentage of media spend.
Is there a minimum commitment?
The audit is a one-off, over three weeks. Full management starts with a three-month commitment: time for the campaigns to learn and for your sales team to see the difference. Advisory is on demand.
Let’s talk acquisition.
45 minutes to review your paid media and your market: channels, tracking, budget, competitors. No commitment.
Request sent.
Thanks. I’ll get back to you by email to schedule the call.
Leonar
