Service
Paid Advertising
ICP-targeted paid media with a weekly iteration rhythm.
The short answer
Paid advertising for software companies is the disciplined use of Google, LinkedIn, Meta, and emerging channels to reach in-market buyers, retarget engaged accounts, and turn intent data into pipeline. The output that matters is qualified pipeline and CAC-to-LTV, not impressions.This page covers how paid advertising is run: deliverables, cadence, and process. Package inclusions and prices live on the pricing page, and category-specific detail lives on the industry pages.
Deliverables
What you actually get.
- Full-funnel paid strategy across search, social, and retargeting
- Google, LinkedIn, and Meta campaign build and management
- Ad creative production: static, motion, and short-form video
- Landing pages purpose-built per campaign and audience
- ICP and intent-data audience construction (6sense, Clearbit, RB2B, or similar)
- Weekly bid, budget, creative, and audience iteration
- Attribution: multi-touch view + qualified pipeline reporting
Outcomes
What changes in the business.
- Predictable qualified pipeline from paid
- Improving CAC as creative and audience iteration compounds
- Paid + organic + AEO operating as one demand system
Process
How we run it.
01
Instrument
Fix tracking, attribution, and audience plumbing before we spend a dollar.
02
Launch
Structured campaign build with clear hypotheses per ad set.
03
Iterate
Weekly creative and audience iteration against pipeline signal, not clicks.
04
Scale
Expand winning motions across channels and geos with disciplined budget pacing.
Where this sits
Paid Advertising is one stage of a connected system.
Run on its own it can help. Run inside the system, it compounds with the other seven stages. Step through to see how they connect.
Stage 05
Paid acquisition
Google, LinkedIn, and Meta iterated weekly against pipeline, not clicks.
Media budget
What you need to spend for paid to work.
Paid advertising carries a $15,000 per month minimum media budget, billed directly to you on your own ad accounts at zero markup. When paid is active on Momentum, plan for roughly $30,000 per month all in: the $15K retainer plus at least $15K in media.
How this differs by industry
Paid Advertising is not run the same way in every category.
The queries buyers run, the trust signals they need, and the review process we work inside change by category. Each industry page sets out what changes and what stays the same.
B2B SaaS
Horizontal SaaS built for teams, sold through pipeline.
Vertical SaaS
Industry-specific SaaS: legal, healthcare, construction, hospitality, and more.
Developer Tools
Developer-first products with PLG motion, docs, and community.
Fintech
Regulated financial software: payments, lending, wealth, and infrastructure.
AI & ML Products
AI-native products, model APIs, and ML platforms.
Consumer Software
Secondary capability. Consumer apps where search, content, and paid drive growth.