TLDR;
- Stop looking for a 'LinkedIn ads expert' and start looking for a B2B growth partner who understands the London SaaS scene. Platform knowledge is the bare minimum, not the goal.
- The biggest reason your ads fail is your offer. Ditch the arrogant "Request a Demo" and create something that gives immediate value for free.
- Your Ideal Customer Profile (ICP) isn't a demographic. It's a specific, expensive, career-threatening problem. Target the pain, not the job title.
- You need to know your numbers. Use our LTV to CAC calculator below to figure out how much you can *actually* afford to spend to get a new customer. The answer will likely surprise you.
- Vetting an agency is a process. This guide includes a flowchart to walk you through it, from checking case studies to spotting red flags on the first call.
As a SaaS founder in London, you're in one of the most competitive markets on earth. You're not just fighting for customers; you're fighting for attention against a backdrop of finance, tech, and a thousand other startups all screaming into the same void. So when you decide to use LinkedIn ads, you're right to be sceptical. You've probably heard it's expensive, and you're right. You're probably worried about finding someone who actually knows what they're doing, and you're right to be worried.
The problem is most founders in your position are searching for the wrong thing. You're looking for a "LinkedIn ads expert". What you're getting are people who know how to navigate the Campaign Manager interface but have no real clue how to build a system that turns cold traffic from the City or Silicon Roundabout into paying customers. They talk about clicks and impressions, but you care about MRR and churn. It's a total mismatch.
I've seen inside dozens of B2B SaaS ad accounts. The pattern is always the same: wasted spend on broad audiences, weak offers that no one wants, and a complete disconnect between the ad and the business's actual goals. When campaigns are run this way, it's not surprising that so many people conclude LinkedIn ads are useless. But when done properly, the results are completely different. I remember one B2B software client where we generated highly qualified leads from decision-makers for just $22 per lead, purely using LinkedIn Ads.
So, what does a real expert actually focus on?
A genuine B2B advertising consultant doesn't start by talking about ad formats or bidding strategies. They start by asking about your business. They want to understand your unit economics. They're obsessed with one question
