The playbook that more than tripled qualified trials and demos for a B2B SaaS company in a saturated market. Every week. At the same cost per lead.
Get the book + audiobook for $10 →US$10 one-off · Instant download · PDF, audiobook and workbooks
You built something good. The customers who use it love it. But every month you're fighting the same fight: churn chipping away at the base, a roadmap that never ends, a team to pay, and someone, whether it's your board, your investors or your own bank account, asking when the growth is coming.
Ad costs keep climbing. Your market is crowded with competitors who have bigger budgets and bigger brands. The channels that used to work don't work like they used to. Every week it feels like you're paying more for the same result. Or less.
Every second headline says AI is going to kill SaaS. That anyone can vibe code your product over a weekend. That your customers will just build it themselves.
Don't worry. We'll handle that. There's a whole chapter on turning that exact trend into one of your best-performing ads.
Most of the problems keeping you up at night would be solved with more sales.
Churn hurts less when new customers outpace the ones leaving. Payroll stops being a worry. The roadmap gets funded. The pressure comes off. And the AI question gets a lot less scary when your pipeline is full.
But you can't make more sales without more leads.
Not more clicks. Not more impressions. More qualified people putting their hand up, booking demos and starting trials. Every week.
You can hire. The account managers, the customer success people, the salespeople you've been putting off. When my ads more than tripled qualified leads for a B2B SaaS company, they went on a hiring spree just to keep up.
You can get off the tools. Stop being the person doing everything, and start running the business instead.
And you can build something worth selling. A SaaS business with a predictable way to acquire customers is the kind of business that sells for hundreds of millions.
It all starts with your ads.
Get the book + audiobook for $10 →US$10 one-off · Instant download · PDF, audiobook and workbooks
I took over the paid ads for a B2B SaaS company in a very saturated market.
Qualified leads, trials and demos, more than tripled. On the best weeks, we were running at close to seven times where they started. And the cost per qualified lead held steady, week after week. A predictable machine.
It had taken the company years to build its ARR. In the 12 months after the ads changed, ARR grew by 50%. Then they went on a hiring spree to keep up with the customers coming in.
Same cost per qualified lead the whole way.
The ads stopped talking about the software. They talked about results, and the things the audience actually cares about. The software came second.
The messages before were too clever. The marketing team, with all their context, got it. Buyers without that context were confused.
“Our award-winning platform now has an AI dashboard.”
Lands with the marketing team.“Solar installers: paying for leads nobody calls back?”
Lands with the buyer.Done properly, you can fill your pipeline with founders, CEOs and directors of multi-million-dollar businesses, and have them on the phone with your sales team within 24 hours. People run multi-million-dollar businesses, and people go on Facebook.
Every principle chapter ends with a workbook, so you finish each one with ads ready to test.
US$10 one-off · Instant download