Paid advertising
you can defend.
New capital. New pressure. No time to be wrong. Adalyst briefs you weekly and surfaces what to do.
Start freePaid advertising is like trading stocks. The difference? No trader places an order without a terminal full of data. Stop trading blind.
Weekly briefing
Where the money went. What it brought back.
Spend stacked by channel against pipeline created.
- LinkedIn created most of the pipeline lift this week, even though Google carried more of the spend.
- Google's spend rose through the period while the pipeline it returned stayed flat.
£557k of pipeline open across four stages.
Appointment scheduled· 7 total
£173k
Duxford PE — Intro
Ambergate Advisers
Carlton Capital
Qualified to buy· 5 total
£146k
Deepwater PE — Intro
Penrith Partners
Presentation scheduled· 4 total
£158k
Nightingale PE — Retainer
Halcyon Partners
Decision maker bought in
£80k
Monarch Capital
Brooklands AM
Deals by HubSpot stage, ranked by amount.
- LinkedIn leads arrive with seniority and budget; Google and organic leads do not.
- Sales does roughly twice the qualifying work on the non-LinkedIn deals.
- Penrith is organic-sourced and stalled, qualified for fit but never for budget.
Pipeline rose £37k week over week.
Channel contributions to the change.
- Almost all of the £37k rise came from LinkedIn and Meta.
- Microsoft went backwards, spending more for less pipeline than the week before.
£814k of pipeline created over 13 weeks.
Pipeline created, 13 weeks
£814k
Headline metric with 13-week trajectory.
- £814k means little without the comparison.
- Up 27% on last quarter; £58k of spend produced it, a £14:1 ratio.
- That beats the £8:1 B2B SaaS median, efficiency not just volume.
3.4% of site visits become opportunities.
Site visits → opportunities, last 90 days.
- The 3.4% blended rate is propped up by paid-social converting at 7 to 8%.
- Strip that and the rest converts under 1.5%, wrong-intent organic and direct.
- Real choice: chase organic volume, or double down on capped high-intent paid.
Google converts cheaper. LinkedIn pays for it.
| Entity | Spend (£) | Conversions | Cost / conv | CTR |
|---|---|---|---|---|
| LinkedIn Ads | £5k | 28 | £187 | 0.0% |
| Google Ads | £2k | 51 | £37 | 0.1% |
| Meta Ads | £0 | 0 | £0 | 0.0% |
| Microsoft Ads | £0 | 0 | £0 | 0.0% |
Spend, conversions, cost-per-conversion, CTR by channel.
- Cost-per-conversion compares apples with oranges here.
- Google captures existing intent; LinkedIn manufactures it.
- The honest measure is cost-per-pound-of-pipeline, where LinkedIn wins.
70% of conversions come from the UK.
Conversions by country, last 90 days.
- 70% UK concentration fits a UK service business, risks a US-expansion product.
- Conversions land in the UK while expansion investment points elsewhere.
- That gap is the strategic question.
Draft campaign
Marketers use Adalyst for
Defending spend
Pipeline proof
Attribution clarity
Catching failures
CAC control
Channel ROI
Monday clarity
Board numbers
Defending spend
Pipeline proof
Attribution clarity
Catching failures
CAC control
Channel ROI
Monday clarity
Board numbers
Defending spend
Pipeline proof
Attribution clarity
Catching failures
CAC control
Channel ROI
Monday clarity
Board numbers
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