B2B SaaS paid media topics
Some questions are not about one channel. What does a good number look like, where does the budget leak, can the ad platform see revenue, and how much should be spent where. Each topic page answers one of them with sourced figures.
Topic pages
Paid ads benchmarks
What normal looks like: cost per click, conversion rates and cost per qualified lead on Google and LinkedIn, by vertical and contract size.
Read the page →TopicWasted ad spend
Audited B2B SaaS accounts wasted about a third of ad spend. Where it goes on Google and LinkedIn, how to check for it and what to fix first.
Read the page →TopicConversion tracking
How to tell ad platforms which clicks became qualified leads and revenue: the loop, the time limits on each platform and what to send back.
Read the page →TopicBudget and channel mix
How much to spend on paid ads and where to spend it first, worked back from a pipeline target and matched to contract size.
Read the page →Topics at a glance
| Topic | The short answer | First step |
|---|---|---|
| Paid ads benchmarks | A Google Ads SQL costs a median $800 to $2,500. A LinkedIn SQL costs $800 to $8,000, by contract size. | Find the row for the right vertical and contract size before comparing any account number. |
| Wasted ad spend | About a third: 34.0% on Google Ads and 32.0% on LinkedIn Ads in two 2026 audits. | On Google, add negative keywords and store the click ID. On LinkedIn, add audience exclusions. |
| Conversion tracking | Store an identifier with each lead, then send qualified CRM stages back to the ad platform daily. | Submit a test lead from a real ad click and check that the CRM record carries the click ID. |
| Budget and channel mix | Enough to buy the SQLs the pipeline plan needs. Search first, then retargeting, then LinkedIn. | Agree on the number of SQLs paid media must produce each month, then price them by contract size. |
Talk your ad account through with a paid media expert
A free consultation. Bring your questions on spend, targeting or tracking and brainstorm the next step.