Cost per lead keeps climbing, and nobody on the call can tell you why.
PAID ADVERTISING FOR B2B SAAS
Pipeline from paid — not just clicks.
Google Ads, LinkedIn Ads, and Meta Ads built by the same team that ships the landing pages and owns your tracking — so every euro of spend is measured against pipeline, not impressions.
5.0 · 15+ reviews from
Michal Glinka
Head of Analytics & Tracking
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams
The situation
You’re spending on paid. You’re not sure it’s producing pipeline.
Your monthly report is full of impressions, CTR, and CPM — not qualified pipeline or CAC payback.
The landing page the ads point to was never built for the campaign — it was a template someone repurposed.
Your GA4 and conversion tracking were set up once, at kickoff, and haven't been touched since. You don't fully trust the numbers.
Your last agency account got handed to a junior three months after the pitch call.
Sales says the leads from paid don't look like the leads that close.
Why Growston
Most agencies run the ads. We also build what the ads point to.
A media buyer can manage a budget. Most can't fix the landing page that's leaking conversions, or the tracking that's misreporting them. Growston pairs performance specialists with the same engineering capability that builds our clients' websites — because a campaign is only as good as what happens after the click.
A typical paid media agency
- Reports on impressions, CTR, and CPM
- Sends you a landing-page brief and waits on your dev team
- Sets up conversion tracking once at kickoff
- Account handed to a junior after the pitch
- One channel, sold in isolation
Growston
- Reports against qualified pipeline and CAC payback
- Builds and ships the landing page itself
- Owns and maintains GA4, GTM, and server-side tracking as part of the engagement
- A named strategist runs the account for the length of the engagement
- Paid sits inside a full-funnel system — SEO, content, and analytics, coordinated weekly
Our previous vendor sent us a monthly sentiment score. Growston sent us the response and the fix, same day.
30 minutes — your numbers, not a pitch.
What we do
Full-stack paid performance for B2B
Sized to what your funnel actually needs, delivered as one of Growston’s five service pillars — Paid Performance, run through the Outsourced Performance Team model.
Google Ads
Search, Performance Max, and remarketing built around your actual buying committee — not a generic B2B keyword list.
LinkedIn Ads
Account-based targeting, lead-gen forms, and thought-leadership placements suited to long, multi-stakeholder B2B sales cycles.
Meta Ads
Retargeting and top-of-funnel awareness for B2B buyers who research on LinkedIn but scroll on Meta — used selectively, not by default.
Landing Pages Built for the Campaign
Pages engineered — not just designed — for the specific offer and audience each campaign targets. Server-rendered, fast, instrumented from launch.
Conversion Tracking & Attribution
GA4, GTM, server-side tracking, and offline conversion imports, so what you're optimizing toward is what actually closes.
Cross-Border Campaign Management
Campaigns run natively for Norway, Sweden, the UK, and the US — not one English asset set stretched across four markets.
How it works
From audit to a live system in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
(Weeks 1–2) A full review of your current paid accounts, tracking setup, and landing pages — what's producing pipeline, what's producing noise, and what's broken.
You receive
A written findings document naming the leaks and the quick wins.
02
30/60/90 Plan
A sequenced plan connecting channel mix, budget allocation, and landing page priorities to a commercial outcome — not a media plan for media's sake.
You receive
A roadmap tied to CAC and pipeline targets, not spend targets.
03
Build & Launch
Campaigns go live alongside the landing pages and tracking that support them, built by the same embedded team.
You receive
A running paid program, not a report someone else has to act on.
04
Optimize & Report
Weekly optimization across bids, creative, and audience, monthly reporting tied to pipeline and CAC payback, and a quarterly review where you can challenge the channel mix and budget allocation.
You receive
A live dashboard and a monthly written narrative — what changed, why, what's next.
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet — so the meeting starts at your numbers.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Prepared before your meeting — sample findings
| Ad channels actively managed with a written strategy (of Google, LinkedIn, Meta, retargeting) | 1 of 4 |
|---|---|
| Time since conversion tracking was last audited | 11 months |
| Ad spend tied to a written CAC or pipeline target | 15% |
| Reporting tied to pipeline (not clicks or CTR) | No |
| Landing pages built specifically for the campaigns sending traffic to them | 0 of 3 |
Reviewed by the strategist you'll meet — not generated by a tool.
Results
What this looks like in practice
Appjobs
B2B Marketplace — International Expansion into UK & Nordics
Fintech Platform — 5x Organic Traffic Through Technical SEO
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — what changed, why, and what’s next. No forty-slide decks. A report the CEO can read in five minutes, tied to commercial outcomes, not activity.
Clients
What B2B teams say after switching
What you get
Deliverables, month by month
-
A named performance strategist who runs the account for the length of the engagement
-
Campaign build and management across Google Ads, LinkedIn Ads, and Meta Ads, as scoped
-
Landing pages built and shipped for each campaign — not briefed and handed off
-
GA4, GTM, server-side tracking, and offline conversion imports, owned by the same team running the ads
-
Weekly optimization across bids, creative, and audience
-
A live dashboard plus a monthly written narrative tied to pipeline and CAC payback
-
A quarterly strategic review where you can challenge the channel mix and budget allocation
The alternatives
The honest comparison
| Growston | In-house hire | Big traditional agency | Freelancer / solo fractional CMO | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing — management fee plus ad spend, scoped after the audit | Senior performance marketer salary, recruiting, and ramp — commonly €70K–€120K/yr | Expensive, top-heavy pricing, often bundled with services you don't need | Lowest cash cost, but capacity caps at what one person can run |
| Time to value | Weeks — audit to a running program, landing pages included | 2–4 months hiring, plus ramp on your accounts and tracking | Slow, fragmented internally — campaigns often wait on a separate landing-page vendor | Fast to start, but landing pages and tracking are usually someone else's job |
| Campaigns + landing pages together | Yes — the same team builds the campaign and the page it points to | Depends entirely on the hire's skill set and your dev team's availability | Rarely — media and web are usually separate line items or separate vendors | No — you still need someone else to build and ship the page |
| Accountable to | Pipeline and CAC payback | Activity | Activity / hours billed, spend managed | Hours, or a fixed scope with no upside for performance |
| After launch | Runs and improves the program monthly, with a quarterly strategic review | One person carries optimization, reporting, and any landing-page fixes alone | Account handoff to juniors after the pitch | Unreliable continuity — availability varies month to month |
Fit check
Who this is for — and who it isn’t
Not a fit if you
- Are pre-revenue with no product-market fit yet — paid spend is premature
- Want hourly billing or piecework rather than an accountable engagement
- Are under roughly €500K in revenue and can't sustain a premium retainer
- Want us to run the ads without touching the landing page or the tracking
- Operate in crypto, gambling, adult content, or MLM
A strong fit if you
- Are a B2B SaaS, scale-up, or founder-led company in the Nordics, UK, US, or expanding into them
- Have (or are approaching) €2M+ ARR and a marketing team of 1–8 people
- Want paid performance connected to pipeline reporting, not run as an isolated line item
- Are ready to give us access to your ad accounts, tracking, and pipeline data so we can report against what actually closes
The people on your account
Named senior strategists — not “our team”
You meet the people who will run your strategy before you sign. They stay on it after.
Michal Glinka
Dedicated Marketing Director
Sets growth strategy, prioritizes channels, and owns performance outcomes.
Tomasz Nowak
Project Manager
Controls timelines, deliverables, and keeps execution on track.
Karolina Wiśniewska
SEO Analyst
Builds and optimizes pages around live keyword and AI-search demand.
FAQ
Before you ask
Do you manage the ad spend, or just the strategy?
Both. Growston’s Outsourced Performance Team runs the accounts day to day — bids, creative, audiences — inside the plan we scope together.
Who builds the landing pages the ads point to?
We do. Landing pages are built by Growston’s own web development team as part of the engagement, not briefed to your internal team or a separate vendor.
How is this different from a typical PPC agency?
A typical PPC agency reports on clicks and CTR. We report against qualified pipeline and CAC payback, because the same team that runs the ads also owns the tracking and the pages that convert them.
Can you run campaigns in Norway and Sweden alongside the UK and US?
Yes. Growston is built specifically to run cross-border B2B campaigns across the Nordics and English-speaking markets — not to stretch one English asset set across four countries.
What's the minimum ad spend you'll work with?
We don’t set a fixed minimum. What matters is whether paid can realistically move pipeline at your stage — in practice, that means product-market fit, a sales cycle where a lead is worth pursuing, and enough budget to let a channel run long enough to read the results. We size the actual number with you during the audit, against your CAC target and deal value.
How do you report results?
A live dashboard plus a monthly written narrative tied to pipeline and CAC payback — not a forty-slide deck of impressions and reach.
What if the campaigns aren't producing pipeline?
We name it directly, in the monthly report, with what we’re changing and why — consistent with how Growston operates across every engagement.
Do I need to replace my existing paid media hire or agency?
No. Growston can run the full paid function, or add specialist capacity to a team you already have, through Marketing Team Augmentation.
Next step
Book a meeting. Get a proposal.
-
Proposed meeting times within 1 business day
-
30 minutes with a senior strategist who reviewed your reputation before the call
-
Written proposal within 3 business days — scope, price, and the OKRs we'd commit to
-
No obligation — the proposal is yours to keep
Michal Glinka
Senior GTM Strategist · runs every first meeting personally
Let's meet
Prefer email? Write to hello@growston.com