Paid Advertising That Tracks Revenue, Not Clicks

Google Ads

Capture demand at the moment of intent

Avg CPL

$45–$180

Avg ROAS

3–8×

Google is a demand-capture engine. Users arrive with a specific intent already formed — they're searching for a solution. This means your ad isn't interrupting anything; it's answering a question. The psychology is simple: match the searcher's intent with precision, and conversion rates are dramatically higher than any other channel. The challenge is that everyone knows this, so competition is fierce and keyword costs are high. The edge comes from bidding on commercial-intent queries (not informational), using negative keywords aggressively, and feeding closed-deal data back as conversion signals so Google's algorithm learns what a real buyer looks like — not just a form-filler.

Meta Ads

Create demand through identity and aspiration

Avg CPL

$25–$120

Avg ROAS

2–6×

Meta (Facebook + Instagram) is a demand-generation engine. Unlike Google, users aren't searching for anything — they're scrolling. Your ad has to interrupt a pattern and create desire for something the user wasn't actively thinking about. The psychology here is identity-based: people buy products and services that align with who they are or who they want to become. The best Meta ads don't sell features — they sell transformation, belonging, or status. The creative is everything. A 10% improvement in creative performance can cut your CPL in half. We test aggressively in the first 30 days to find the creative angle that resonates, then scale it.

LinkedIn Ads

Target decision-makers by title, company, and seniority

Avg CPL

$80–$300

Avg ROAS

1.5–4× (but higher LTV per customer)

LinkedIn is the only platform where you can target by job title, company size, seniority level, and industry simultaneously. The psychology is professional identity — LinkedIn users are in 'work mode' when they're on the platform. They're thinking about their career, their company, and their professional challenges. This means B2B offers that speak to business outcomes (revenue, efficiency, risk reduction) convert far better here than on any other platform. The cost per click is higher than Meta or Google, but the quality of the lead is often dramatically better — especially for high-ticket B2B offers where one closed deal justifies the entire campaign budget.

YouTube Ads

Build trust and authority through video at scale

Avg CPL

$30–$150

Avg ROAS

2–5× (stronger when combined with search)

YouTube is the world's second-largest search engine and the most powerful trust-building medium in digital advertising. Video creates parasocial relationships — viewers feel like they know you after watching 30–60 seconds of authentic content. The psychology is familiarity and authority: people buy from people they trust, and YouTube ads let you build that trust at scale before a prospect ever visits your website. The best YouTube ads don't feel like ads — they feel like valuable content that happens to have a CTA. Skippable in-stream ads have a 5-second hook window; if you don't earn attention in those 5 seconds, you've lost the viewer.