We cover the path from the ad on LinkedIn, Google and Meta to the booked demo. We steer by pipeline and new ARR from your CRM.
We see these four reasons with software companies again and again.
The forms fill up, but your sales team calls into the void.
A free trial is no reason to book today. A good offer is.
Meta and Google learn from forms, not from paying customers. The board asks about revenue in the pipeline, the reporting only shows leads.
Without a use case and a video, nobody understands which problem the software solves.
Every month without predictable demos is a month in which the growth target slips away. Leads that never make it to a demo cost budget and sales time. And as long as campaigns learn from forms instead of closed deals, the wrong thing keeps getting cheaper.
None of this is a bad idea. It just starts in the wrong place.
More forms fill the CRM, not the pipeline. Sales calls into the void, and the board keeps asking for demos.
A free trial is no reason to book today. Without a clear offer and a use case, many try it and few buy.
Both can deliver cheap demos. In B2B, however, without LinkedIn you often miss exactly the roles that decide.
It is about better demos, not more leads. We work this way wherever weeks pass between click and deal.
A free trial is no reason to book. A concrete result in the demo is, for example an audit of your own process.
The appointment is booked straight from the ad. An email reminder and a use-case video make sure booked demos actually take place.
Demo, SQL and deal flow back from HubSpot, Pipedrive or Salesforce to Meta and Google. For the real estate investment, around 450 high-ticket leads were tracked back to the ad this way.
LinkedIn reaches decision-makers by function and company, while Google and Meta often deliver cheaper demos. All of them run against the same pipeline metric.
The people from the intro call work on your account. Every Monday we make a decision.
B2B SaaS marketing is winning paying business customers for software, measured by qualified demos, pipeline and new ARR instead of leads.
This is how we build B2B performance marketing that generates demo leads who actually turn up to the demo. Which steps you need first depends on price, target group and sales process. Your CRM stays, we connect to it.
Measured by new ARR. We agree before the start which sales stage counts as success.
Book an intro callWho is the ideal customer? And which offer, demo or trial, gives them a reason to book now?
One problem and its solution, explained in a few minutes. People book the appointment right on the page.
Problem-led openings, a founder video and LinkedIn formats. Several approaches run in testing.
All channels against the same metric: qualified demos.
Direct appointment booking instead of a contact form. A reminder beforehand makes sure the demo takes place.
Demo, SQL and deal from HubSpot, Pipedrive or Salesforce fed back to Meta and Google (offline conversions).
Those who do not book yet get use cases and comparisons until the timing is right.
Measured by new ARR. We agree before the start which sales stage counts as success.
Book an intro callad.boutique is a B2B SaaS marketing agency for software companies in the DACH region, with an office in Vienna and a base in Zurich.
These services work together so that ads turn into qualified demos.
UNIO, ibana and ImmoAssist, among others. We build websites and campaigns for software that needs explaining first.
B2B finance software in the DACH region. Previously, sales ran only through the network, today new inbound leads arrive every day via Meta ads.
From €5,500 ad spend, around eleven times as much.
around €60,000, Pipeline
Plus a platform with three target groups, a booking flow for a marketplace and a new account structure for AI telephony.
We look at your offer, demo path and sales process. Afterwards you know where you are losing deals.
Your CRM and your tools stay. We connect to them and change what the campaigns learn from and what the reporting shows.
Often today: as many leads as possible
With ad.boutique: qualified demos and SQLs, measured through to new ARR
Often today: contact form and callback
With ad.boutique: landing page with VSL and demo video, direct booking
Often today: form submitted
With ad.boutique: demo, SQL and deal from the CRM, fed back to Meta and Google
Often today: Google and Meta without LinkedIn
With ad.boutique: LinkedIn for roles, Google and Meta against the same metric
Often today: clicks and MQLs in a PDF
With ad.boutique: demos, costs and new customers per channel, live in your dashboard
We agree in advance what a qualified demo is. You see every demo live and decide after twelve weeks based on the results.
Recommended to start
Week 1Week 12: evaluation
12 weeks at a fixed price, with qualified demos as a shared goal.
Ongoing support
Month by monththe longer, the cheaper
Ongoing support with the same team.
Skin in the game
Fixed fee covers costsProfit only with growth
The fixed fee only covers our costs. We only make a profit through a share once your company grows.
Mainly e-commerce and SaaS
A share of additional revenue above a baseline that we measure together beforehand.
Start-ups and scale-ups
A reduced fixed fee in exchange for real or virtual equity.
Recruiting and SaaS only
Paid per result defined in advance, for example per qualified application, hire or demo.
Terms discussed in person. Whether a model makes sense is something we check together before the start.
See the Boutique OfferEnter your ARR target, contract value and your rate and see how many demos you need per month and where the biggest gap is. No email needed.
booked demos per month
Range 34 to 56. Range: your rate a quarter better to a quarter worse.
42 booked demos per month. €1,000,000 of new ARR is around 50 new customers, so around 500 booked demos in 12 months.
A worked example based on your inputs, not a promise. The starting values are arbitrary, not benchmarks.
Discuss the resultIn your live dashboard you see demo requests, costs and new customers per channel and campaign, with ad numbers updated daily. Shown here with demo data.
Figures per product and channel, updated daily.
Demo requests: received in the system, without duplicate submissions · Ad spend: per ad account
Offer, landing page with VSL, demo booking and CRM feedback: the set-up for predictable demos in B2B SaaS. The paper itself is written in German.
Step 1 of 2
Two short questions, then just your name and email. You will receive your results as a PDF report by email.
Preview
Many SaaS teams measure marketing by leads and wonder why ARR does not grow along with it. This paper shows how to align campaigns with the sales stage that really counts, and which building blocks that requires.
The full paper arrives after you enter your email.
Whoever sets the strategy is also accountable for the numbers at the end.
Florian Hörmann
Founder
Leads the strategy session and translates business goals into measurable stages.
Steve
Performance Manager
Builds the structure into the accounts and measures whether the order works.
Alexis Streimelweger
Sales
Brings in the sales perspective: which enquiry is really an enquiry.
Product, target group, sales process. Two sentences are enough.
We tell you whether we are a fit and which access we need in advance.
Offer, demo funnel, tracking through to the CRM, in the account rather than on screenshots.
What brings the most, and a clear yes or no on working together.
You answer three short questions and pick a time. Then we look at offer, path and sales process together.
Get in touch in three steps.
An honest assessment and one point of contact instead of a call centre.
Step 1 of 3
Confidential: we sign your NDA before any data is exchanged.
Who replies to you
Florian HörmannManaging Director, Strategy and Performance
Daniel HaydenManaging Director, Creative and WebWe usually reply within 24 hours on working days, personally and without a ticket system.
Prefer to write? hello@ad.boutique
A B2B SaaS company wins demo bookings predictably with a clear offer, a short demo funnel straight from the ad and a few short questions before booking that separate good enquiries from curious ones. ad.boutique builds this funnel and feeds the results from the CRM back to Meta and Google so that campaigns optimise for paying customers.
For SaaS in the DACH region we usually start with Google Search for existing demand and Meta for new demand. LinkedIn and ChatGPT ads are added when target group and offer can support them.
Campaigns optimise for ARR when the CRM reports back which lead became a demo, a trial and a paying customer. We feed these events back via the Meta Conversions API and Google offline conversions, and the platforms then learn from closed deals instead of forms.
A VSL or use-case video is worth it as soon as your product needs explaining before someone books a demo. A short video that solves a concrete problem pre-qualifies and saves your sales team conversations without real need.
In SaaS marketing, what counts is new ARR, not the number of leads or demos. That is why ad.boutique agrees before the start which sales stage counts as success and measures the campaigns against it.
Yes. ad.boutique works from Vienna and Zurich for B2B SaaS companies in Austria, Germany and Switzerland: demo funnels, VSLs and CRM feedback, qualified demos via LinkedIn, Google and Meta. We measure by qualified demos, pipeline and new ARR, not by leads.
Our focus is B2B SaaS, where we have cases with numbers. But the path of offer, landing page, appointment booking and CRM feedback fits any B2B company that records deals in a CRM. We tell you honestly in the intro call whether it works for you.
You can, and for a first test that is often the right call. The bottleneck is rarely the ads. It is the offer, the demo path, new creatives every week and feeding demos and deals back from the CRM, so that Meta and Google learn from paying customers instead of forms. We build this for your first 100 paying customers, the ad account stays yours, and if your team wants to take over afterwards, we hand over a playbook.
No, nobody can seriously guarantee revenue, because product, price and your sales team all play a part. What we offer: in the Boutique Offer we earn through a growth partnership on the additional revenue or through pay per outcome per qualified demo. In the POC you see every number live.
Yes. For ibana, a B2B finance software company in the DACH region, €5,500 in ad spend on Meta ads turned into around €60,000 in pipeline and more than €10,200 in new ARR, at a cost of €37 per qualified lead in October 2026. We still measure the POC by a number of qualified demos set before the start, and you see every demo live in the dashboard.
The people you meet in the intro call, not a junior in the background. We build the demo path and tracking into the CRM in the first weeks of the POC, and from day 1 you see demos and costs in your live dashboard.
Yes. Alexis Streimelweger is your contact in Zurich, with meetings on site or by video. Budgets and billing are also possible in CHF.
Both can work, and the metric behind them is what matters. LinkedIn targets roles more precisely, while Meta and Google often deliver cheaper demos. We test both against the same pipeline metric and shift budget to where new ARR is created.
Yes. We connect your CRM so that demo, trial and deal flow back to Meta and Google. Our live dashboard does not replace your CRM, it complements it.
