Most ad performance problems get blamed on platform choice.
The real issue usually isn’t where you’re running ads — it’s what mindset your buyer is in when they’re there, and whether that’s the right moment to engage.
Same person, different behavior:
On Google: actively looking for answers
On LinkedIn: open to strategic ideas
On Meta: casually scrolling, not thinking about work
So stop asking only “Where are they?”
Start asking: “What are they ready for?”
To make paid spend work, start with two levers:
Buyer Intent → how ready someone is to take action
Buyer Profile → who they are, what they care about, and how they evaluate solutions
These levers define:
Where you spend
What message you lead with
How you evaluate results
Everything else — platform trends, CPC benchmarks, targeting rules — comes after.
Intent is one of the most useful signals in advertising — especially in B2B where buying groups share a problem but value different outcomes.
At its core, intent = readiness to take the next step. In B2B, that readiness lives on a spectrum:
High: actively looking for a solution (bottom of funnel)
Mid: comparing or exploring options (middle)
Low: not thinking about the problem yet (top)
Each level calls for a different message, a different type of spend, and a different expectation of action.
Here’s the practical breakdown:
| Intent Level | Buyer Mindset | Funnel Stage | Channels | Content Focus | Example CTA |
|---|---|---|---|---|---|
| High | “I need a fix.” | Bottom | Google, G2 | ROI, competitive proof, clear next step | “Book a demo” |
| Mid | “I’m exploring.” | Middle | LinkedIn, YouTube | How it works, how others solve it | “See how it works” |
| Low | “Not thinking about this yet.” | Top | Meta, Display, Short-form | Narrative, education, pain awareness | “Learn how others do it” |
Intent isn’t just timing — it shapes where you show up, what you say, and what action you can realistically expect.
According to Foundry, B2B campaigns using intent-based targeting perform 2.5x better than those using standard targeting methods — a reminder that how you use intent signals can drastically improve outcomes.
If intent tells you when/where to engage, profile tells you how/why someone will care.
Two people can research the same solution and interpret value differently because their responsibilities and incentives differ — and so do their content preferences and trust cues.
Example (same tool, different lens):
CFO: cares about ROI, risk, strategic impact
Marketing Ops Lead: cares about clarity, speed, integration fit
You need to speak to both — just not the same way, and not in the same place.
Typical patterns:
| Buyer Profile | What Drives Engagement | Where to Reach Them |
|---|---|---|
| Executives | Credibility, business impact, ROI | LinkedIn, Search, analyst/ROI tools |
| Champions / Influencers | Social proof, relevance, team success | Retargeting, LinkedIn (organic + paid), customer stories |
| Users / Practitioners | Speed, control, ease of use | YouTube, Meta, Reddit, short-form demos |
Understanding profile helps you design messaging that converts and equips buyers to influence others.
Intent and profile are valuable on their own; together, they give you a clear lens for where to spend, who to target, what to say, and what assets to provide.
No matter your budget size, the goals are the same: spend efficiently, learn quickly, help the right buyer move forward.
Target the person who feels the pain first — usually the most active prospect, not necessarily the most senior.
Example (pipeline attribution tool):
The CEO cares about forecast accuracy, but the Marketing Lead feels the pressure to prove ROI and guide budget. They’re closest to the problem — and often the most motivated to act.
Prioritize:
Channels: LinkedIn (mid/high intent) and Search
Message: clear use cases, short walkthroughs, credibility-driven proof
CTAs: “See how it works” / “Book a demo” / “Compare solutions”
Most B2B deals involve multiple stakeholders. Initial interest isn’t enough — plan how your spend helps momentum.
You have two viable patterns:
Option 1: Parallel support across the buying committee
Run role-based campaigns for users, champions, and approvers. (Works with larger budgets and longer cycles.)
Option 2: Double down on the entry point
Keep targeting tight. Equip the person closest to the pain to make the internal case. (Best for most growth-stage teams.)
Useful supporting assets:
Shareable explainer video
Short ROI summary for finance
One-pager on integration, security, and compliance
The point: your ads shouldn’t stop at awareness — they should help your buyer sell internally.
Before you decide where to spend, get clear on what you’re trying to buy. Every dollar does one of three jobs:
| Spend Type | What You’re Buying | Best Suited For | Channel + Format Focus | Measurement Focus |
|---|---|---|---|---|
| Teach (Awareness) | Feedback on message and narrative; education at low intent | New segments, early messaging | Meta, YouTube, ungated playbooks, narrative video | Engagement quality, ICP fit, message resonance |
| Create (Pipeline) | Mid-intent movement; qualified conversations | Champions and problem owners | LinkedIn mid-funnel, webinars, explainers, retargeting | New opps, content→opp rate |
| Capture (Demand) | High-intent conversion | In-market buyers, active searches | Google Search, G2, LinkedIn Lead Gen, comparisons | Cost per SQL, demo rate, opp→pipeline |
| Accelerate (Deals) | Internal momentum and consensus | Known accounts, buying committees | ABM retargeting, ROI tools, buyer enablement | Multi-contact engagement, deal velocity |
| Test (Evolve) | Learning speed; validate hooks/segments | New audiences, creative/message bets | Experiments on Meta/YouTube/LinkedIn | Narrative clarity, segment fit |
You don’t need to fund all five equally. Emphasize one or two each quarter based on constraints.
Campaigns that integrate both upper-funnel and lower-funnel spend consistently outperform those that don’t. This combination has been linked to stronger ROI and improved customer acquisition outcomes — especially when aligned with real-time buyer intent.
Make trade-offs explicit:
Not enough qualified pipeline? → shift into Create + Capture.
Lots of traffic, low resonance? → spend on Teach + Test until the message clicks.
Deals stall late? → add Accelerate with role-based proof and ROI.
Limited budget? → anchor on Capture for high-intent + use Teach/Test as low-cost learning loops.
Re-evaluate quarterly with three questions:
Did we learn something useful about ICP or message?
Did we drive qualified pipeline efficiently?
Did we support deal movement?
If any answer is “no,” rebalance the job of your dollars — not just the channel mix.
Intent decides when and where you show up.
Profile decides what you say and how you help them move forward.
Plan your spend by those two levers and your budget stops chasing clicks — and starts building pipeline with purpose.