Paid media wired to closed-won revenue
Ad platforms optimise toward whatever you feed them, and most B2B accounts feed them form fills. We rebuild the signal layer underneath your campaigns: tracking, server-side conversions, audiences, CRM feedback. Then we run the account against it.
- $1.3B+ in exits supported
- 347 deals won from paid · Kitt Medical
- 2.4x first-year ROAS
Five places the signal breaks
Ad platforms out-optimise any human. They are also blind. They only know what you tell them, and at most companies the telling stops at the form fill. Here is where it breaks, and what we rebuild at each point.
The conversion definition
Every form on the site fires the same "conversion", half of them counted twice, defined by someone who has since left. The platform optimises toward the cheapest one it can find.
One conversion architecture across GTM, GA4, enhanced conversions, and UTM discipline. Each event defined once, deduplicated, and owned by a named person. Table stakes, and still wrong in most accounts we audit.
The browser
Browsers block more every year, so a growing share of what you paid for never reaches the platform that needs to learn from it. We keep the platforms seeing what happens after the click: Meta CAPI, Google enhanced conversions, Reddit CAPI, offline conversion imports, first-party pipelines.
Most agencies stop here.
The audience
Targeting assembled from a CSV somebody exported last quarter, and no suppression worth the name, so you pay to reach your own customers and the segments that already churned.
Audiences assembled live from product telemetry, CRM stage, site behaviour, and third-party intent. Suppression engineered with the same rigour as targeting. Who you refuse to pay to reach matters as much as who you chase.
The loop
Closed-won data reaches the platforms in a monthly export, if it reaches them at all. Churned segments sit in your audiences for a quarter.
Agent-accessible connectors (MCP) that let AI systems read CRM outcomes and write audience and budget decisions back to the platforms, under human approval gates. Won deals teach the bidding inside the week. This is where our Claude Code practice and our paid practice are the same practice.
The front end
We generate, QA, and rotate creative variants with governed workflows against fatigue and performance data. Brand-controlled, human-approved, tested like software. And built for how buying works now: a growing share of your buyers ask an AI assistant before they ever see an ad, so campaign pages are structured to be cited, not only clicked.
We run Mazorda's own acquisition on the same stack: signal capture, live enrichment, audiences built from buyer signals, approval-gated outbound. Ask to see the wiring on the call.
What running the account looks like
Senior operators on it
The person who diagnosed your account runs it. No handoff to a junior after signing.
Experiments on a schedule
Creative, audience, and message tests tied to intent data. Losers killed on a date, not on a feeling.
One dashboard, spend to revenue
Reconciled against billing. Campaigns judged on pipeline created per pound, not cost per lead. Numbers your CFO can check.
Where each channel fits
Different channels feed different parts of the funnel, and we run them for what they are.
- Capture
- Google Search and Bing, for demand that already exists.
- Create
- LinkedIn, Meta, Reddit, and the niche networks your buyers actually read.
- Emerging
- ChatGPT ads, where buying research now starts.
- Re-engage
- Retargeting run with the same suppression discipline as targeting.
Every agency runs these channels. What differs is what each channel is allowed to learn.
Everything is built in your accounts, your stack, your repos. If we part ways, you keep every script, audience, pipeline, and dashboard, plus the documentation to run them.
Start with the Signal Audit
- Two weeks
- Fixed scope
- Fixed fee, quoted on the call
- Read-only access
- One working session
We map your tracking, conversion architecture, audiences, and feedback loops against the five breaks above, including brand-cannibalisation and query-level waste. It needs read-only access to your ad platforms, analytics, and CRM, and one working session with whoever owns the numbers. The senior operator who would run your account does the audit.
You get a written rebuild plan: what is lying to your platforms, what it is costing you, and the order to fix it in. The plan is yours whether or not we do the rebuild.
Who this is for
Strongest fit
- B2B SaaS, Series A to C, roughly $2M-$50M ARR
- You need paid to prove or amplify a motion: new market, new ICP, founder-led growth that needs distribution
- You want optimisation toward SQLs and revenue, and you are willing to invest in the tracking that makes it possible
- You have been burned by an agency that reported clicks
Not for you if
- You want cheap traffic without accountability
- You expect results without touching your tracking or data
- You want set-and-forget account maintenance
- Your buying cycle is short enough that cost per lead is genuinely the right metric
Proof
- 347deals won from paid, up 178% YoY
- 2.4xfirst-year ROAS
- 1,500+SQLs since 2023
Performance traced in Looker via UTM and self-attribution stitch, reviewed with Kitt Medical July 2026.
- 780%MQL growth in five months
- 2,914MQLs attributed
- $700MWorkday acquisition
A secondary channel rebuilt into the primary demand engine on the road to the exit.
Paid programme rebuilt on revenue-weighted, billing-reconciled signal: conversions reconciled against subscription billing, not form fills. Client not named by agreement.
Across engagements: $1.3B+ in exits supported
Relevant playbooks
Deep Product Data Integration with Paid Ads
B2B Retargeting: Stage-by-Stage Paid Ads Sequence
Ad Fatigue Scanner for Paid Social
Dynamic Negative Keyword Management System
Competitor Ad Monitoring & Campaign Analysis
Reverse Engineer Competitor Campaign Structure
The PMax De-Risking Framework
PMax Placement & Budget Distribution Breakdown
N-Gram Analysis for Search Term Optimization
PPC for Product-Market Fit & ICP Validation
First-Party Signal-Guided Search Ads
FAQ
We already run PPC in-house. Where do you fit?
Usually underneath. Your team keeps the account; we rebuild the signal layer it runs on (tracking, feedback loops, audiences), then hand over documented systems. Some clients then have us run the account too.
What if our tracking is already clean?
Then the audit confirms it in writing and the rebuild plan skips to audiences and feedback loops, which is where most of the money is anyway. You will know inside two weeks either way.
Which platforms?
The channel map above covers it. Platform choice follows your buyers, and we show you the evidence before spending on any of them.
How fast will we see results?
Tracking fixes show up in platform learning within weeks. Pipeline-level proof takes a sales cycle. Anyone promising faster is reading you the click report.
What does it cost?
The Signal Audit is one fixed fee for a fixed two-week scope, quoted on the call once we know your stack. Ongoing engagements are scoped from the audit's rebuild plan. No hourly billing, no open-ended retainers.
Which of the five are broken in your account?
30 minutes and one screen share. We ask the questions your last agency did not. You leave knowing which of the five are broken, whether or not you hire us.