Paid strategy built around the funnel.
I structured paid around TOFU, MOFU, and BOFU so budget, creative, offers, and audiences match buyer intent - owning the strategy and performance, with agency partners helping execute it.
🤫 FYI — keeping a few numbers off the internet. Happy to nerd out over the details on a call.
What the last month looked like.
Timeframe: Aug. 10 to Sept. 10, 2026
ROAS
Return on ad spend
Cost per SQL
Down month over month
Cost per demo
Down month over month
Of monthly SQL target
Reached early in the month
Strategy to reporting, end to end.
Strategy
Full-funnel paid strategy
Budget
Allocation across TOFU, MOFU + BOFU
Messaging
Ads, offers + positioning
Audiences
ICP + account targeting
Creative
Concepts + testing
Landing pages
Messaging + conversion optimization
Testing
Experiments + new channels
Performance
Pipeline, SQLs, demos + ROAS
And yes, B2B ads can have a personality.
Our paid creative even got a shoutout from an industry marketing expert for standing out in the B2B feed.
A few ads currently running.
Oh, and we make comics too.