Paid Is Flying Blind — Gawa Growth
Pain · B2B SaaS
Paid is flying blind.
Running paid but can't say which campaign, keyword, or creative actually produced pipeline. Platform dashboards say one thing, the CRM another, the CFO wants answers. We rebuild attribution from click to closed-won so every paid dollar is measured against real revenue — not platform-reported form fills.
Trusted by industry leaders
Agencies and in-house teams across B2B SaaS, HR Tech, Healthcare, and vertical SaaS trust Gawa with their growth programs.
The symptoms
Does this sound familiar?
If 3 or more of these describe your last paid review, you're not running paid — you're guessing. The shape is recognizable: platform dashboards look fine, the CFO's question has no answer.
Symptom 01
Google, LinkedIn, and Meta each report different numbers for the same deal.
Symptom 02
Can't say which keyword or campaign produced a specific closed-won deal.
Symptom 03
Marketing reports to MQLs; sales reports to closed-won; nothing stitches between.
Symptom 04
UTMs drift or go missing on 30%+ of paid traffic.
Symptom 05
Platform-reported conversions 2-3x higher than what closes in the CRM.
Symptom 06
CFO asks which channel drove Q3 revenue — nobody can answer cleanly.
Why it happens
Paid rarely flies blind for one reason.
Paid attribution problems in B2B SaaS are almost always a stack of measurement gaps that compounded over 12-24 months. The right fix depends on which gaps actually exist — so we audit before we rebuild.
The usual suspects we look at
UTM discipline slipped — paid links without consistent source/medium/campaign tagging.
Platform conversion events fire on form submit, not on sales-qualified or closed-won.
CRM fields for first-touch and last-touch attribution aren't populated.
No self-reported sourcing field on the primary lead form.
No stitching between Google/LinkedIn/Meta and the CRM at the deal level.
Default attribution is last-click; your ICP actually buys through 6-12 touches.
Paid attribution isn't a tech problem. It's a discipline problem — and most of the fix lands inside the first 30 days.
How we solve it
The stack we bring to make paid measurable.
Every engagement starts with an attribution audit. The exact mix depends on what we find — but these are the capabilities we pull from.
Attribution & Downfunnel Signals
Rebuild attribution end-to-end: UTM hygiene, CRM fields, platform-to-CRM stitching, and self-reported sourcing. Every paid dollar tracked to a specific deal stage and revenue outcome.
Paid Search & Paid Social
Re-tag campaigns, audiences, and creatives so the rebuild has clean data going forward. Platform conversion events wired to sales-qualified and closed-won signals, not form-submits.
CRO & Landing Experience
Add self-reported attribution fields to forms ("how did you hear about us") with a specific options list tied to campaigns so the buyer's own answer cross-checks platform-reported data.
Strategy & Diagnostics
Map the right attribution model for your sales cycle — first-touch, multi-touch, or custom-weighted — instead of defaulting to last-click when your ICP buys through 6-12 touches.
RevOps Alignment
CRM fields for first-touch, last-touch, and channel attribution populated consistently at the lead and opportunity stages. Sales and marketing finally read from the same scoreboard.
Reporting & Dashboards
One-view dashboards from paid click through SQL, opportunity, and closed-won. The CFO's question has an answer in 30 seconds, not a 45-minute reconciliation meeting.
Client proof
B2B SaaS companies we've partnered with.
A sample of the teams we've worked with. Scroll to see more.
Led UTM framework and end-to-end tracking implementation alongside Bizible/Marketo integration for this cloud-based dental imaging platform, now part of Planet DDS. Reduced cost pe
Tim Tyrell-Smith→
CMO
Grew this party rental brand to #1 in competitive local markets, driving consistent YoY gains for 3+ years running. Families, schools, and event planners now find them first throug
Kevin Rathburn→
Owner
Optimized paid campaigns for this pre-employment testing platform, lifting conversions by 21% at a flat CPA. Focused on reaching HR teams and talent acquisition leaders mid-evaluat
Nelson Kim→
VP of Marketing
Architected UTM strategy and full-funnel tracking infrastructure for this practice management platform, now part of Planet DDS. Partnered on Bizible/Marketo integration to improve
Tim Tyrell-Smith→
CMO
Built a scalable growth engine for this industrial solutions provider, generating 230% more pipeline and 400%+ growth in closed-won bookings in the competitive LA and Orange County
Jake Young→
Head of Marketing
Assessed new product demand for this fintech platform through a paid social testing framework across UGC and static creative, reaching financial advisors seeking streamlined client
Madalyn Armijo→
COO
Built the acquisition engine from scratch for this workplace compliance platform, scaling lead volumes by 850% while cutting CPA by 26%. Targeted HR leaders and compliance teams re
Jeffrey Frankel→
VP of Marketing
Cut cost per lead by 30% for this residential solar installer through automated bidding, while CRO tests delivered 50%+ conversion rate improvements targeting homeowners across Sou
Terrance Kim→
COO
Served as the growth partner for this digital agency, scaling paid acquisition across 15+ B2B SaaS clients at Series A–C stage through PPC, paid social, and SEO.
Chris Boulas→
CEO
Dominated the Los Angeles junk removal market with #1 organic rankings and a 30% improvement in CPA. Drove steady bookings from homeowners, property managers, and local businesses
Kevin Rathburn→
Owner
Powered a demand engine that filled event booths, drove demo requests, and generated registrations for this construction tech platform. Reached contractors and field service compan
Chere Lucett→
VP of Growth
More than doubled revenue over two years for this med spa marketing platform while keeping payback flat. Reached medical and aesthetic practices through PPC, paid social, and CRO w
John Debrincat→
VP of Marketing
Drove 15x pipeline growth for this background screening platform while reducing cost per MQL by 75% and cost per opportunity by 60%. Reached enterprise HR and compliance buyers thr
Heather Baclawski→
Director of Demand Generation
Proved out demand gen potential for this senior living technology platform, increasing lead volume by 275% and cutting cost per MQL by 77% through PPC and paid social with full-fun
Meredith Wentworth→
Director of Marketing
Navigated strict pharma compliance requirements managing paid acquisition for Fortune 100 biotech and pharmaceutical companies, reaching clinical research and commercialization dec
Craig Prentiss→
Director of SEM
A 7+ year partnership managing all digital for this practice management platform, scaling the business from $40M to $100M+ in revenue. Oversaw $1M+/month in spend across PPC, paid
John Debrincat→
VP of Demand Generation
Slashed CPA by 74% while growing revenue by 103% for this kava-based wellness brand. Reached health-conscious consumers exploring natural relaxation alternatives through PPC and pa
Chere Lucett→
CMO
Ran multi-channel recruiting campaigns for this mobile gaming studio, attracting qualified engineering, developer, and technical candidates for highly specialized roles through PPC
Natasha Dressler→
PR & Marketing
Created a profitable paid acquisition engine from scratch across search, shopping, and social, building a scalable foundation for long-term growth.
Mark Iveson→
PresidentLed UTM framework and end-to-end tracking implementation alongside Bizible/Marketo integration for this cloud-based dental imaging platform, now part of Planet DDS. Reduced cost pe
Tim Tyrell-Smith→
CMOGrew this party rental brand to #1 in competitive local markets, driving consistent YoY gains for 3+ years running. Families, schools, and event planners now find them first throug
Kevin Rathburn→
OwnerOptimized paid campaigns for this pre-employment testing platform, lifting conversions by 21% at a flat CPA. Focused on reaching HR teams and talent acquisition leaders mid-evaluat
Nelson Kim→
VP of MarketingArchitected UTM strategy and full-funnel tracking infrastructure for this practice management platform, now part of Planet DDS. Partnered on Bizible/Marketo integration to improve
Tim Tyrell-Smith→
CMOBuilt a scalable growth engine for this industrial solutions provider, generating 230% more pipeline and 400%+ growth in closed-won bookings in the competitive LA and Orange County
Jake Young→
Head of MarketingAssessed new product demand for this fintech platform through a paid social testing framework across UGC and static creative, reaching financial advisors seeking streamlined client
Madalyn Armijo→
COOBuilt the acquisition engine from scratch for this workplace compliance platform, scaling lead volumes by 850% while cutting CPA by 26%. Targeted HR leaders and compliance teams re
Jeffrey Frankel→
VP of MarketingCut cost per lead by 30% for this residential solar installer through automated bidding, while CRO tests delivered 50%+ conversion rate improvements targeting homeowners across Sou
Terrance Kim→
COOServed as the growth partner for this digital agency, scaling paid acquisition across 15+ B2B SaaS clients at Series A–C stage through PPC, paid social, and SEO.
Chris Boulas→
CEODominated the Los Angeles junk removal market with #1 organic rankings and a 30% improvement in CPA. Drove steady bookings from homeowners, property managers, and local businesses
Kevin Rathburn→
OwnerPowered a demand engine that filled event booths, drove demo requests, and generated registrations for this construction tech platform. Reached contractors and field service compan
Chere Lucett→
VP of GrowthMore than doubled revenue over two years for this med spa marketing platform while keeping payback flat. Reached medical and aesthetic practices through PPC, paid social, and CRO w
John Debrincat→
VP of MarketingDrove 15x pipeline growth for this background screening platform while reducing cost per MQL by 75% and cost per opportunity by 60%. Reached enterprise HR and compliance buyers thr
Heather Baclawski→
Director of Demand GenerationProved out demand gen potential for this senior living technology platform, increasing lead volume by 275% and cutting cost per MQL by 77% through PPC and paid social with full-fun
Meredith Wentworth→
Director of MarketingNavigated strict pharma compliance requirements managing paid acquisition for Fortune 100 biotech and pharmaceutical companies, reaching clinical research and commercialization dec
Craig Prentiss→
Director of SEMA 7+ year partnership managing all digital for this practice management platform, scaling the business from $40M to $100M+ in revenue. Oversaw $1M+/month in spend across PPC, paid
John Debrincat→
VP of Demand GenerationSlashed CPA by 74% while growing revenue by 103% for this kava-based wellness brand. Reached health-conscious consumers exploring natural relaxation alternatives through PPC and pa
Chere Lucett→
CMORan multi-channel recruiting campaigns for this mobile gaming studio, attracting qualified engineering, developer, and technical candidates for highly specialized roles through PPC
Natasha Dressler→
PR & MarketingCreated a profitable paid acquisition engine from scratch across search, shopping, and social, building a scalable foundation for long-term growth.
Mark Iveson→
President
Led go-to-market digital strategy for this autism screening platform, testing target market behaviors and generating cross-channel insights across PPC and paid social targeting par
Dave Justus→
Founder & CEO
Integrated PPC, paid social, SEO, CRO, and marketing automation into a unified demand gen engine for this custom merchandise company, driving scalable pipeline from brands needing
Easton Jones→
Owner
Sustained YoY growth for 3+ consecutive years for this custom awards e-commerce brand while holding spend levels and steadily reducing cost per acquisition through PPC.
Robby Richards→
Owner
A decade-long partnership helping this electrical contractor scale into higher-value commercial projects. Led paid media, SEO, and CRO targeting both residential homeowners and com
Todd Penna→
President
Architected UTM strategy and full-funnel tracking for this cloud dental platform, supporting Bizible integration and improving cost per opportunity targeting dental practices and D
Tim Tyrell-Smith→
CMO
Sharpened attribution and keyword-level insights for this employee engagement platform, contributing to 11% pipeline growth and 68% YoY new logo growth targeting HR leaders through
Jeffrey Mills→
CRO
Built a scalable growth engine for this financial wellness platform that delivered a 30% efficiency improvement in cost per qualified lead, reaching HR teams and benefits decision-
Emily Novosel→
Head of Marketing
Introduced full-funnel reporting for this HIPAA-compliant phone system, contributing to 25%+ growth in recurring revenue. Reached healthcare practices through PPC and paid social w
Paige McReynolds→
Head of Marketing
Improved CPA by 33% and grew average deal size by 15% for the leading home services platform, all with spend held flat. Reached HVAC, plumbing, and electrical companies through PPC
Terrance Kim→
Head of Marketing
Grew qualified leads by 243% and opportunities by 340% for this workplace safety consulting firm while improving pipeline-to-spend efficiency through PPC and paid social.
Daniel Scott→
Director of Marketing
Transformed unit economics for this virtual dental consultation platform, improving CAC payback from 1x to 5x+ in 12 months and slashing cost per closed deal by over 80% through PP
John Debrincat→
VP of Marketing
Generated 183% growth in qualified lead volume while keeping CPL stable for the former WeComply compliance training platform. Targeted companies needing compliance training and ris
Jeffrey Frankel→
VP of Marketing
Executed global campaigns for this workforce management platform that cut CPL by 77%, grew opportunities by 18%, and increased wins by 33%, delivering a 45% lift in revenue across
John Debrincat→
VP of Marketing
Drove a 40–50% improvement in cost per PQL for this CMMS platform, powered by a 2x+ lift in conversion rate. Reached maintenance teams and operations managers through efficient PPC
Nelson Kim→
VP of Marketing
Grew qualified leads by 27% for this luxury goods marketplace while maintaining spend and efficiency, targeting high-end consumers through PPC and SEO.
Steve Miklashevskiy→
Head of Marketing
Managed $2M+/month for the flagship UnitedHealth Group account at this full-service agency, taking a full-funnel approach to PPC serving enterprise and mid-sized companies.
Brian Yun→
COO
Cut cost per MQL by 30% and lifted conversion rate by 24% for this cloud communications platform through a CRO-heavy approach across PPC, paid social, and SEO targeting marketing t
Terrance Kim→
Director of Demand Generation
Reduced CPL by 53% while increasing volume by 85% through CRO, driving a 277% pipeline increase with a focus on lead quality.
Jack Suddarth→
PresidentLed go-to-market digital strategy for this autism screening platform, testing target market behaviors and generating cross-channel insights across PPC and paid social targeting par
Dave Justus→
Founder & CEOIntegrated PPC, paid social, SEO, CRO, and marketing automation into a unified demand gen engine for this custom merchandise company, driving scalable pipeline from brands needing
Easton Jones→
OwnerSustained YoY growth for 3+ consecutive years for this custom awards e-commerce brand while holding spend levels and steadily reducing cost per acquisition through PPC.
Robby Richards→
OwnerA decade-long partnership helping this electrical contractor scale into higher-value commercial projects. Led paid media, SEO, and CRO targeting both residential homeowners and com
Todd Penna→
PresidentArchitected UTM strategy and full-funnel tracking for this cloud dental platform, supporting Bizible integration and improving cost per opportunity targeting dental practices and D
Tim Tyrell-Smith→
CMOSharpened attribution and keyword-level insights for this employee engagement platform, contributing to 11% pipeline growth and 68% YoY new logo growth targeting HR leaders through
Jeffrey Mills→
CROBuilt a scalable growth engine for this financial wellness platform that delivered a 30% efficiency improvement in cost per qualified lead, reaching HR teams and benefits decision-
Emily Novosel→
Head of MarketingIntroduced full-funnel reporting for this HIPAA-compliant phone system, contributing to 25%+ growth in recurring revenue. Reached healthcare practices through PPC and paid social w
Paige McReynolds→
Head of MarketingImproved CPA by 33% and grew average deal size by 15% for the leading home services platform, all with spend held flat. Reached HVAC, plumbing, and electrical companies through PPC
Terrance Kim→
Head of MarketingGrew qualified leads by 243% and opportunities by 340% for this workplace safety consulting firm while improving pipeline-to-spend efficiency through PPC and paid social.
Daniel Scott→
Director of MarketingTransformed unit economics for this virtual dental consultation platform, improving CAC payback from 1x to 5x+ in 12 months and slashing cost per closed deal by over 80% through PP
John Debrincat→
VP of MarketingGenerated 183% growth in qualified lead volume while keeping CPL stable for the former WeComply compliance training platform. Targeted companies needing compliance training and ris
Jeffrey Frankel→
VP of MarketingExecuted global campaigns for this workforce management platform that cut CPL by 77%, grew opportunities by 18%, and increased wins by 33%, delivering a 45% lift in revenue across
John Debrincat→
VP of MarketingDrove a 40–50% improvement in cost per PQL for this CMMS platform, powered by a 2x+ lift in conversion rate. Reached maintenance teams and operations managers through efficient PPC
Nelson Kim→
VP of MarketingGrew qualified leads by 27% for this luxury goods marketplace while maintaining spend and efficiency, targeting high-end consumers through PPC and SEO.
Steve Miklashevskiy→
Head of MarketingManaged $2M+/month for the flagship UnitedHealth Group account at this full-service agency, taking a full-funnel approach to PPC serving enterprise and mid-sized companies.
Brian Yun→
COOCut cost per MQL by 30% and lifted conversion rate by 24% for this cloud communications platform through a CRO-heavy approach across PPC, paid social, and SEO targeting marketing t
Terrance Kim→
Director of Demand GenerationReduced CPL by 53% while increasing volume by 85% through CRO, driving a 277% pipeline increase with a focus on lead quality.
Jack Suddarth→
PresidentFrequently asked
Questions B2B SaaS teams ask about paid attribution.
Why can't I tell which paid channel is working in B2B SaaS?
In most B2B SaaS orgs we audit, three things are broken at once: UTM tagging drift, platform conversion events that fire on form submit instead of closed-won, and no self-reported sourcing field. Each alone obscures attribution; all three together make it impossible. Fixable in 30 days with discipline, not new tools.
How do I track paid ROI for B2B SaaS with long sales cycles?
Measure against closed-won cohorts, not monthly conversions. Tag every paid touchpoint into CRM fields at the lead stage. When a deal closes 6 months later, you can back-match it to the specific paid campaign that first sourced it. Multi-touch attribution matters more than first- or last-click for B2B.
Why are Google Ads and LinkedIn Ads reporting different numbers?
Each platform optimizes its conversion reporting for its own attribution window (usually 7-30 day post-click). In B2B SaaS with 90-day sales cycles, every platform claims credit for the same deal. The only truth is the CRM, back-matched to the earliest known paid touchpoint. Platforms are input; CRM is output.
How do I set up UTMs for B2B SaaS paid campaigns?
Consistent schema across every platform: source, medium, campaign, content, term. Enforce via a template library or a UTM builder plugin so nobody hand-types values. Every paid click writes UTMs into the lead record; every lead-to-deal conversion preserves the first-touch UTM.
What attribution model is best for B2B SaaS?
Multi-touch weighted, not last-click. B2B SaaS buyers take 6-12 touchpoints across 3-9 months; crediting only the last click misses 80% of the journey. We typically recommend 40/30/30 first-touch / middle / last, with overrides for direct-to-demo deals that don't need much nurture.
How do I connect paid platforms to Salesforce or HubSpot?
Three ways, lightest to heaviest: (1) UTM parameters written to lead records via form capture — works for 80% of cases. (2) Enhanced conversions from Google/Meta/LinkedIn firing on closed-won events via offline conversions API. (3) Full CDP (Segment, RudderStack) if you want identity resolution across anonymous and known visitors.
What is self-reported attribution and does it work?
A single form field ("how did you hear about us") with a specific options list tied to campaigns. It's the most reliable signal we have — buyers know how they found you, and their answer cross-checks platform-reported data. Works best when the options list is short (5-7) and specific.
How long does it take to fix B2B SaaS attribution?
UTM hygiene and form-level self-reporting go live in week one. CRM field rebuild and platform-to-CRM stitching take 2-4 weeks. Full attribution model design and dashboard rollout is a 30-day project. You're measuring real paid ROI by day 45, not month 6.
Name the pain. We'll quote the cost.
Transparent pricing by engagement — no pitch deck, no mandatory discovery call. Just what it costs to fix the pain, itemized.
See pricing