Paid Media
Full-Funnel B2B Advertising
Ads that run in isolation waste money. We build paid campaigns that feed your outbound engine - ad viewers become enriched leads, then personalized sequences.
Get StartedHow Paid Feeds the System
Every spoke strengthens the others. Here's how this service connects.
ICP firmographics and signals define ad targeting
Top-performing organic posts become Thought Leader Ads
Ad viewers and clickers get enriched and added to personalized sequences
Attribution data flows to CRM for closed-loop reporting
Most B2B ad spend is wasted on single-touch campaigns.
Ads run in isolation
No coordination with outbound means you're paying for attention that never converts to pipeline.
Single-touch only, no retargeting
Someone sees your ad once, then disappears. No follow-up, no nurture.
No attribution to revenue
You know CPM and CTR but can't trace ad spend to closed deals.
Paid media that integrates with your entire GTM motion.
- Platform selection matrix and budget allocation strategy
- LinkedIn Ads campaign architecture (TLAs, Sponsored Content)
- 3-layer funnel structure (TOF/MOF/BOF)
- ICP account list targeting setup
- Creative strategy with A/B/C testing protocol
- Retargeting audience layering (website, email, engagers)
- Ad-to-outbound handoff workflow (Clay enrichment)
- Attribution and measurement dashboard
- Monthly optimization and scaling playbook
Timeline
2-4 weeks setup, then ongoing optimization
Every engagement includes weekly check-ins and a dedicated Slack channel for real-time communication.
Platform Selection
| Platform | CPM Range | Best For |
|---|---|---|
| $30-80 | B2B targeting, account lists, TLAs | |
| Google Search | $20-60 | High-intent keywords, bottom-funnel |
| Meta/Facebook | $10-25 | Scale, retargeting, lookalikes |
Budget Allocation Framework
30-40%
TOF (Awareness)
Brand, education, reach
30-40%
MOF (Consideration)
Content, case studies, comparison
20-30%
BOF (Conversion)
Demo request, direct response
10-20%
Retargeting
Website visitors, engagers
Thought Leader Ads (TLAs)
Promote organic posts from a founder's profile, not the company page. 2-3x engagement vs company posts, feels authentic.
- Post organically, wait 24-48h for organic traction
- Top performers (50+ likes) become TLA candidates
- Target ICP account list, competitor followers, retargeting
- Export engagers to Clay for enrichment → outbound
TLA Targeting Layers
ICP Account List
Your core target companies
Competitor Followers
Steal their audience
Retargeting
Website visitors, email opens
Lookalike
Expand to similar profiles
Ready to make ads compound?
Stop paying for attention you never convert. Build paid that feeds your pipeline.