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Paid acquisition playbook

$61 CPL in 90 days

A complete paid acquisition playbook. LinkedIn primary, Google secondary, Meta tertiary. Three-stage funnel, tested ad creative, retargeting flows. The same playbook we run for our SMB clients.

The objective

50+ qualified conversations / month.

Target we underwrite at $85 CPL or under, inside 90 days. Anything else is vanity.

Platform strategy

Three platforms. Three jobs.

LinkedIn · 60%

CEOs, founders, sales leaders. 11–200 employee shops in real estate, SaaS, services, finance.

Mix: Sponsored 30% · Message 25% · Lead Gen 30% · Document 15%

Google · 30%

High-intent keywords: lead reactivation, CRM cleanup, AI sales assistant, AI employee.

Mix: Search 40% · Display/YouTube 35% · PMax 25%

Meta · 10%

Retargeting and lookalike scaling. No cold prospect campaigns — B2B intent on Meta is too noisy.

Mix: Retargeting 60% · Lookalikes 40%

3-stage funnel

Awareness. Consideration. Conversion.

01

Awareness · Days 1–14

Video, document, single-image creatives. Educate ICP about the problem space. KPI: CPM, video completion.

02

Consideration · Days 15–30

Retargeting with case studies, webinar invites, lead magnets. KPI: form open rate, registrations.

03

Conversion · Days 31–45

LinkedIn Message Ads + Lead Gen Forms. Direct offers, free audits, demos. KPI: cost-per-conversation.

Creative library

Five LinkedIn templates.

All tested. Pick two, A/B them, scale the winner.

Template 01 · Stat Hook

"73% of Your CRM Leads Are Dying"

Pure curiosity gap. Stat → identification → CTA. Highest CTR in our library.

Template 02 · PAS

"Your Sales Team Is Ignoring 70% of Leads"

Pain/Agitate/Solve. Works best for sales-leader audience.

Template 03 · Social Proof

"How a Vancouver Realtor Recovered $47K"

Geo-specific. Resonates inside Canada, tight verticals.

Template 04 · Direct Offer

"Free CRM Audit"

Bottom-funnel. Use only when retargeting warm audiences.

Template 05 · Jarvis

"Hire an AI Employee for Less Than a VA"

Product-led. Strong with solopreneurs, agencies, consultants. Best on Message Ads.

Budget ramp

Three months. One curve.

We don't dump $7,500 in month one. Start small, kill the losers, double the winners.

Month 01 · Learn

$3,000 total

LinkedIn $1,500 · Google $900 · Meta $600

Month 02 · Scale

$5,000 total

LinkedIn $2,500 · Google $1,500 · Meta $1,000

Month 03 · Compound

$7,500 total

LinkedIn $3,750 · Google $2,250 · Meta $1,500

Benchmarks

KPIs we measure against.

LinkedIn CTR

0.4–0.6%

World-class: 0.8%+

Google Search CTR

3–5%

World-class: 8%+

Landing CVR

10–15%

World-class: 20%+

LinkedIn CPL

$65–$85

World-class: under $50

Google CPL

$55–$75

World-class: under $45

Lead → Meeting

25–35%

World-class: 45%+

Run this with us

Let us run your paid motion

Same playbook on your account, monthly reporting in dollars and conversations.

Book a call →