Most B2B SaaS companies are burn cash on their paid ads program because they skip the boring fundamentals.

In this episode, Patrick breaks down the paid ads playbook he recommends for B2B SaaS companies in 2026 to generate predictable pipeline from LinkedIn and Google Ads.

This episode goes into:

→ How to build ICP audiences instead of relying on flawed native platform targeting

→ Why most of your budget should go to proven segments

→ The attribution setup that actually connects your ads to pipeline (multi-touch attribution, self-reported data, and offline conversion tracking)

→ Exactly when to expand beyond LinkedIn and Google (and which channels to test)

If you are a B2B SaaS marketer tired of defending your paid ads budget without solid pipeline data, this episode explains how to prove ROI and scale what works in 2026.

Bon appétit 🤌

Q4 has arrived with impossible pipeline targets and shrinking budgets. Most B2B marketers are scrambling, but there's a playbook that's working right now to generate actual pipeline (not just vanity metrics) now and into 2026.

In this episode, Patrick breaks down a tried-and-tested LinkedIn Ads strategy that leverages third-party audiences, hyper-targeted segments, and AI-powered research to help B2B teams hit revenue goals.

This playbook breaks down:

→ Why native LinkedIn targeting filters kill pipeline generation

→ How to build dynamically targeted account lists using AI in under 15 minutes

→ The audience penetration formula (50%+ reach + 10x frequency = pipeline)

→ Creating thought leader ads based on real customer pain points, not guesswork

→ Using incentivized conversation ads to convert warm prospects into demos

If you are a B2B marketer, growth leader, or demand gen professional struggling to prove ROI on LinkedIn Ads, this playbook will transform how you approach Q4 campaigns—and give you a framework that scales into 2026.

Bon appétit 🤌

Most B2B marketers obsess over website traffic numbers. But here's the problem: 50% of that traffic is bots, most visitors have zero buying intent, and you're probably getting blamed when those vanity metrics don't translate to revenue.

In this episode, Patrick breaks down why smart B2B marketers in 2025 are ditching total traffic and tracking ICP company traffic instead. He walks through:

→ Why website traffic is a dangerous KPI to rely on

→ How to calculate iCPC (ICP Cost Per Click) to measure true channel efficiency

→ The exact process for tracking ICP traffic using reverse IP tools like Dreamdata

→ How to present these metrics to CEOs and CFOs in a way that actually gets budget approved

If you are a B2B marketer, demand gen leader, or CMO tired of defending traffic numbers that don't drive pipeline, this framework will change how you measure and report on marketing performance.

Bon appétit 🤌