Spend against qualified demos and activated trials, not clicks alone.
Your campaigns can deliver signups while sales rejects the demos or trial users never finish setup. Stratigia reviews the full paid path: who sees the ad, what the message promises, which page they reach, what counts as a conversion and what happens next.
We plan, test and manage paid acquisition across suitable channels. The starting point may be one account audit, a focused campaign or ongoing management. We define success for your SaaS buying motion before recommending more spend.
If many form fills come from students, consultants or companies outside your ideal customer profile (ICP), form volume is misleading. We review search queries, audience exclusions, ad copy, landing-page promise and the sales team's qualification rules.
Cost per signup can look healthy while users abandon the account before connecting a data source or completing the first workflow. We compare campaign intent with landing-page expectations and the activation event that matters. Product friction may need a product or onboarding owner, not more ads.
Platforms may optimize for easy events that do not represent customers. We check conversion actions, duplicate events, attribution windows, offline demo-quality feedback and whether reports separate campaign costs from fully loaded customer acquisition cost (CAC).
Target category, use-case, integration and competitor-related queries where relevant. Group keywords by buyer intent and match ads to the correct page. Filter support searches and research-only traffic with negatives and search-term reviews.
Work includes, as scoped: Keyword and query audits, campaign structure, ad copy, budgets, conversion checks and landing-page recommendations. See our Google Ads service for channel-specific work.
A demo-led SaaS sale may involve a day-to-day user, team leader and budget owner. We select the role, company criteria and offer for each test. A narrowly defined audience and long buying cycle affect expected conversion volume, so LinkedIn is not automatically the first channel.
Work includes, as scoped: Audience and account plans, role-specific messaging, offers, creative briefs, campaign management and CRM handoff checks.
Meta can support some SaaS trials, educational offers and retargeting, but fit depends on the product and audience. We assess list sizes, source consent, funnel stage and creative testing capacity before recommending a campaign.
Work includes, as scoped: Audience and exclusion rules, campaign setup, creative tests, offer-to-page alignment and performance reviews.
Consider a SaaS ad promising automated month-end close. The landing page must show which accounting systems connect, which reconciliations are supported and what a demo actually covers. Sending that ad to a broad homepage forces the buyer to search for the answer again.
For a self-serve trial, the page should show what a user can accomplish before payment and whether setup needs data or an integration. For a sales-led evaluation, it should explain who the demo is for and the workflow it will cover. Stratigia maps these requirements and assigns copy, design, development and tracking owners before launch.
| SaaS motion | Primary campaign measure | Later check |
|---|---|---|
| Demo-led | Cost per accepted or qualified demo request | Attendance and progression through evaluation |
| Self-serve trial | Cost per eligible trial signup | Activation milestone, then trial-to-paid where tracked |
| Hybrid | Qualified demo and trial starts by segment | Activation, sales acceptance and conversion by path |
CTR, CPC, impressions and form volume remain diagnostic metrics. Cost per signup is not CAC. CAC requires actual paying-customer counts and the relevant acquisition costs. We connect platform, CRM and product data where accessible and mark what cannot be verified.
UpViral | Referral marketing SaaS. Stratigia's published Facebook Ads case reports lead acquisition cost changing from $4.80 to $1.90, with more than 40 creatives tested in the first 60 days. The same case separately reports campaign trial signups and landing-page tests. The $4.80 to $1.90 measure is lead acquisition cost, not fully loaded CAC. Read the UpViral advertising case.
Connectio | SaaS advertising tools. The published paid-social work describes separate messages, creative formats and landing pages across products in the suite. This is evidence of campaign scope, not a guaranteed return for another SaaS. Read the Connectio paid advertising case.
Audit: Review current accounts, ICP, offers, pages, conversion actions, exclusions and available CRM or product events.
Plan: Select the channel and test, define the budget and approval points, agree the landing-page action and assign dependencies. Media spend is separate from service fees.
Launch and check: Validate campaign settings, ads, destinations, consent-sensitive tracking, event duplication and CRM handoffs. Review the search terms or audiences actually reached.
Decide: Continue, revise or stop tests based on the appropriate conversion volume and quality. If activation is poor, examine the product and onboarding experience before scaling spend.
It depends on where the right buyers can be reached, what they search for, the offer, budget and buying cycle. We may recommend one Google search test, a tightly defined LinkedIn campaign or no paid expansion until the landing page and tracking are ready.
Define a meaningful activation event, such as connecting a data source or finishing the first workflow. Where event volume and platform policies allow, use it for campaign evaluation or optimization. If the signal is unavailable, track eligible signups while fixing the measurement gap.
Yes. We review keyword intent, campaign structure, audiences, creative fatigue, landing-page conversion and tracking before deciding what to keep, pause or test. Useful historical data should not be discarded without a reason.
The engagement includes the agreed campaign work and recommendations. Page production, creative design, CRM configuration and product-event setup are assigned explicitly to Stratigia or your team in the scope.
Bring your ad account, current spend and demo or trial data. We will discuss whether to repair the current funnel, test a new offer or manage the paid program.
Stratigia helps founders and marketing teams at SaaS and B2B technology companies explain complex products, reach the right buyers and create more sales conversations.
