• GOOGLE ADS · META ADS · LINKEDIN ADS · FULL-FUNNEL PAID GROWTH
You are spending on ads.
The results should be better than this.
I’m Harpreet Munjal, a performance marketing consultant who has managed paid acquisition across Google, Meta, and LinkedIn for SaaS, B2B, ecommerce/d2c, and service companies for 12 years. I fix campaigns that are not working, build the full-funnel system around them, and connect every rupee of ad spend to pipeline and revenue.
✓ 12 years in paid acquisition · ✓ Google · Meta · LinkedIn Ads · ✓ SaaS · B2B · Ecommerce · D2C · ✓ Tied to CAC, ROAS, and pipeline
Certified & Partnered with :
Google Ads Bing Ads Meta Ads TikTok Ads Yelp Ads Pinterest Ads LinkedIn Ads X Ads Snapchat Ads
— THE REAL PROBLEM
Your campaigns are not
failing because of your
budget.
Most founders think the answer to underperforming ads is more budget. More impressions, more clicks, more leads flowing in. When that does not work, they try a different agency or a different platform or a different creative. The budget goes up. The ROAS keeps dropping.
The real problem is almost never the budget. It is the system around the campaigns. Broken conversion tracking feeding bad data to the algorithm. Landing pages that do not continue the promise the ad made. No retargeting to catch the 95% of people who clicked but did not convert. Ad creative that talks about features when buyers care about outcomes. Attribution that cannot tell you which channel actually drives revenue.
I have diagnosed hundreds of paid campaigns over 12 years. The same root causes come up again and again. Once you fix them, the same budget produces dramatically better results. Here are the seven most common ones.
1
Broken or incomplete conversion tracking
If your pixel fires on the wrong event or your Google Ads conversion tracking is counting page views as leads, the algorithm optimises for the wrong thing. It learns to find people who click, not people who buy. This single issue accounts for a huge portion of wasted spend.
2
Landing pages that break the ad’s promise
Your ad says “14-day free trial, no credit card.” Your landing page leads to a generic homepage with a contact form. The visitor’s brain says this does not match and they leave. Message match between ad and landing page is one of the highest-leverage conversion improvements available.
3
No retargeting for the 95% who did not convert
On average, 95 to 97% of the people who click your ad do not convert on the first visit. Without retargeting sequences that follow them with relevant messaging, you are paying for their attention once and then losing them permanently. Retargeting is consistently the highest ROAS layer in any paid strategy.
4
Audience saturation on Meta
Meta’s algorithm is very good at finding the same people repeatedly. When the same 50,000 people see your ad seven times in two weeks, frequency goes up, CTR drops, CPMs rise, and ROAS collapses. The fix is audience expansion, exclusions, and creative rotation on a structured schedule.
5
Feature-led creative in an outcome-driven market
Most B2B and SaaS creative talks about the product. Buyers do not care about the product, they care about what the product does for them. The ad that says “cut onboarding time by 60%” outperforms “advanced automation features” every single time.
6
Sending cold traffic to a long-form sales page
Cold audiences need a very different conversion experience from warm audiences who already know the brand. Sending someone who has never heard of your company directly to a pricing page or a demo request form loses them in seconds. Full-funnel paid strategy uses different landing experiences for different stages of buyer awareness.
7
No brand equity to support paid campaigns
When a buyer sees your ad, they often search your brand name before clicking. If nothing credible comes up, they do not click. Brand authority, editorial coverage, and organic search presence directly improve paid conversion rates. Paid and organic are not separate strategies. They are two parts of the same system.
— PLATFORM BY PLATFORM
What it actually takes to win
on each ad platform.
Each platform has a different buyer mindset, differt algorithm behaviour, and different winning strategies. Running the same approach across all of them is one of the most common ways budget gets wasted.
Google Search · Shopping · Performance Max · YouTube
Google Ads: Capturing demand that already exists
Google Search Ads target people who are actively searching for a solution. They have intent. The job is not to create demand — it is to win at the moment of demand. That makes Google the highest-intent channel in most paid stacks, but also the most technical to get right.
Most Google Ads accounts I audit have the same problems: too many broad match keywords bleeding budget on irrelevant queries, campaigns structured for Google’s convenience rather than the buyer’s journey, Quality Scores in the 4 to 5 range that are doubling the cost per click, and conversion tracking that feeds the algorithm bad signals.
- Campaign architecture built around buyer intent stages, not product categories
- Keyword match type strategy that balances volume with precision and cost control
- Quality Score improvement across ad copy, landing page relevance, and expected CTR
- Negative keyword management to eliminate wasted spend on irrelevant queries
- Performance Max setup and asset optimisation for shopping and ecommerce
- Conversion tracking via GA4 and Google Ads tags with proper attribution windows
- Smart bidding strategy selection calibrated to your actual conversion data volume
Before: Underperforming Google Ad
Google Search · Ad
Search: “project management software for remote teams”
yourproduct.com
Project Management Software | All Features Included
Our platform includes Gantt charts, time tracking, resource management and 100+ integrations. Try now.
Quality Score: 4 CTR: 1.2% CPC: ₹320
After: Rebuilt with intent matching
Google Search · Ad
Search: “project management software for remote teams”
yourproduct.com/remote-teams
Remote Team Management Software · Free 14-Day Trial
Purpose-built for distributed teams. See tasks, timelines and blockers across timezones. Start free today, no credit card needed.
Quality Score: 9 CTR: 4.8% CPC: ₹118
Facebook · Instagram · Reels · Stories
Meta Ads: Creating demand in a scroll-first environment
Meta Ads work differently from Google. Nobody on Facebook is searching for your product. They are scrolling and you have roughly 0.5 seconds to stop them. That changes everything about how you build campaigns on this platform.
Meta is a demand creation channel, not a demand capture channel. It works best for D2C ecommerce, B2C products, and B2B brands building awareness with a specific audience. The companies that win on Meta treat creative as the primary variable, run structured audience cooling periods, and build retargeting ladders that follow warm audiences with increasingly specific offers.
- Audience architecture: cold lookalikes, warm retargeting, and hot converters treated as three separate campaigns
- Creative strategy: scroll-stop hooks, outcome-led messaging, and format testing across static, video, and carousel
- Frequency management: cooling periods and audience exclusions to prevent saturation
- iOS14+ attribution: conversion API implementation alongside pixel for accurate data
- Retargeting sequences: video viewers, website visitors, add-to-cart abandoners, and past purchasers each with tailored messaging
- Advantage Plus campaign testing against manual campaigns to find the right automation level for your account
The Meta audience architecture I build
Meta Ads Manager · Campaign Architecture
↓ Moves people who engaged to…
↓ Moves high-intent visitors to…
Sponsored Content · Message Ads · Lead Gen Forms · Conversation Ads
LinkedIn Ads: Reaching the exact B2B buyer by title and company
LinkedIn is the only ad platform where you can target by job title, seniority, company size, and industry simultaneously. For B2B companies selling to specific decision-makers, that precision is worth the premium cost — but only if you use it correctly.
Most companies running LinkedIn Ads waste budget because they target too broadly, lead with product features rather than business outcomes, and send people to a generic website rather than a dedicated landing page built for the LinkedIn audience. The cost per lead on LinkedIn is inherently higher than Google or Meta, but the lead quality can be dramatically higher if the campaign is built properly.
- ICP targeting by job title, seniority, company size, industry, and skills
- Sponsored Content optimised for feed environment with outcome-led messaging
- Lead Gen Forms vs. website traffic testing for lowest CPL at acceptable quality
- Conversation Ads for Account-Based Marketing targeting specific company lists
- Thought Leader Ads using Harpreet’s own content to build authority before asking for anything
- Retargeting website visitors with LinkedIn Insight Tag for B2B audience re-engagement
- CPL benchmarking and bid strategy optimised for SQL quality, not just MQL volume
LinkedIn B2B targeting precision example
LinkedIn Campaign Manager · Audience Builder
Head of Marketing, VP Marketing, CMO, Director of Demand Generation, Growth Lead
Director, VP, C-suite, Manager (targeting budget holders, not junior researchers)
51 to 500 employees (post-PMF SaaS and B2B with real marketing budgets)
Computer Software, Internet, Information Technology (matched to client’s ICP)
Estimated audience: 28,000 to 42,000 matched profiles. Enough for meaningful reach, focused enough for quality.
Conversational discovery · AI-driven discovery
ChatGPT Ads: Reaching users through conversational discovery
ChatGPT represents an emerging advertising environment within conversational and AI-driven discovery. Where advertising opportunities are available and relevant, ChatGPT can form part of a broader paid acquisition strategy.
The role of an emerging AI advertising environment should be evaluated alongside audience, intent, creative, offer, landing page, measurement, and revenue rather than treated as an isolated advertising channel.
- Evaluate where conversational discovery can support the acquisition journey
- Align advertising opportunities with audience, intent, offer, and business objectives
- Develop messaging appropriate for conversational discovery environments
- Connect advertising interactions with relevant landing pages and conversion paths
- Measure acquisition outcomes alongside other paid channels
- Evaluate emerging AI advertising opportunities as part of the broader paid acquisition system
AI-driven paid acquisition
↓
↓
Qualified leads · Conversion tracking · CRM · Pipeline
Lead Gen: Turning paid traffic into qualified opportunities
Performance marketing problems rarely come from one campaign setting. Paid campaigns can generate clicks and leads while still failing to produce meaningful business outcomes. Lead generation requires the acquisition system to connect targeting, creative, landing pages, conversion tracking, attribution, lead quality, and sales outcomes.
The objective is not simply to generate more leads. The stronger approach is to identify which campaigns generate qualified leads, customers, pipeline, and revenue, then use that information to improve targeting, offers, conversion paths, and budget allocation.
- Audience targeting based on customer characteristics, intent, behaviour, professional attributes, and geography
- Creative strategy aligned with audience awareness, problem, value proposition, proof, offer, and action
- Landing-page alignment between advertisement, audience intent, offer, and conversion action
- Conversion tracking across advertising platforms, analytics, websites, forms, calls, and CRM systems
- Lead qualification and measurement beyond raw lead volume
- Attribution connecting paid activity with qualified leads, customers, pipeline, and revenue where data is available
- Reporting using CPL, CPA, CAC, conversion rate, pipeline, and revenue according to the business objective
Lead generation measurement
Relevant customer characteristics, intent, behaviour, professional attributes, geography and available platform signals.
Creative, message, value proposition, proof, offer and call to action.
Form, call, demo, consultation, signup or other defined conversion action.
Lead quality and progression toward a meaningful business outcome.
Qualified lead → sales opportunity → customer.
Lead volume is only one part of the system. The commercial objective is qualified acquisition.
Shopping · Product feeds · Product segmentation · Retargeting
Ecommerce Ads: Turning product demand into measurable revenue
Ecommerce performance marketing connects product demand with transactions.
Audience/Search → Product → Product Page → Cart → Purchase → Revenue
Campaign strategy can combine shopping, search, social, video, marketplace advertising, remarketing, product feeds, segmentation, creative testing, and conversion-value optimisation according to the products, customers, margins, and acquisition objectives of the business.
- Google Shopping and Performance Max campaigns
- Google Search for product and commercial demand
- Meta and Instagram advertising for product discovery and conversion
- TikTok, Amazon and YouTube advertising where relevant
- Remarketing across relevant product and customer audiences
- Product feeds and product segmentation
- Creative testing and conversion-value optimisation
Ecommerce acquisition system
↓
↓
↓
Local demand · Geographic targeting · Calls · Conversions
Local Ads: Connecting nearby demand with the right business
Local performance marketing applies the same acquisition principles to businesses where geography, proximity, service area, and local customer intent matter.
The campaign needs to connect audience, intent, advertisement, landing page, conversion action, and measurable business outcomes. The appropriate approach depends on the business, market, service area, customer behaviour, and acquisition objective.
- Geographic audience targeting based on the markets and customers being served
- Search intent aligned with specific products, services, and customer needs
- Creative and messaging adapted to the relevant audience and market
- Landing pages aligned with the advertisement and local customer intent
- Conversion tracking for forms, calls, bookings, purchases, or other defined actions
- Retargeting relevant visitors and audiences where appropriate
- Performance reporting against qualified leads, customers, acquisition cost, and revenue
Local acquisition path
Customers within the relevant service area or geographic market.
Search, audience, or behavioural signals indicating relevant demand.
Relevant product, service, consultation, booking, or purchase opportunity.
Call, form, booking, purchase, or other meaningful business action.
Measure local campaigns against meaningful business outcomes rather than traffic alone.
— THE FULL FUNNEL
Why campaigns that work
in isolation fail at scale.
A campaign is not just the ads. It is the full journey from first impression to signed contract. Every stage needs the right message, the right offer, and the right next step. When any one stage is broken, the whole funnel leaks.
Cold audience sees your brand for the first time
The goal here is not conversion. It is stopping the scroll and creating a memorable first impression. Your messaging must address a pain the audience feels, not a feature your product has.
Warm visitor engages with your content or website
This person has shown interest. They clicked your ad, watched your video, or visited your site. Now you retarget them with specific proof: case studies, customer stories, or a low-commitment offer like a free audit or guide.
Hot prospect visits pricing, demo, or trial page
High intent signals: visited pricing, started a trial, requested a demo. Retarget with urgency, social proof, objection handling, and a direct offer. This is where the highest ROAS of any campaign lives.
Prospect converts to customer
The landing page must match the ad exactly. One clear call to action. Friction removed. Form as short as possible. Trust signals visible without scrolling. Message match between ad and landing page is the most under-optimised lever in most accounts.
Customer buys again or expands
Paid advertising does not stop at the first purchase. Customer match audiences, upsell campaigns, and win-back sequences for churned customers all use paid media to extend LTV and reduce the total CAC amortisation period.
