Omni LabWhy don't you have more qualified pipeline?
A free paid media assessment for MKT1 subscribers. We'll review your paid search and paid social programs and tell you plainly what we'd keep, what we'd fix, and what we'd stop.
- Account structure and campaign architecture across all channels
- Targeting strategy and ICP alignment
- Creative performance and format mix
- Attribution setup and CRM connection quality
- Budget allocation and pacing efficiency
- Keyword coverage, match types, and search term analysis
It's almost always one of four reasons.
Every marketing leader we talk to wants the same thing: more qualified demos and more pipeline. When a paid program is not producing them, these four are the lens we use.
Most of your market doesn't know you
About 95% of your buyers will not be shopping this quarter. By the time they are, they already have a shortlist. If they have never heard of you, you are not on it.
The buyers you reach don't remember you
Most B2B ads describe features instead of a problem the buyer feels, and they look like every other ad in the category. They get scrolled past, or remembered as someone else's.
Your program is optimized for leads, not pipeline
Ad platforms count form fills and find you more of them, including ones sales will never touch. Budget then flows to whatever looks cheapest in the dashboard.
You measure every channel the same way
Search reaches buyers who are already looking, so it should be judged on cost per opportunity. Social mostly reaches buyers who are not looking yet. Judging it on last-click leads makes it look like waste, and it is usually the first thing cut.
We start with how you're measured.
Before we read the accounts, we write down your attribution model, the KPI you are actually graded on, the budget, and the stage of the company. The findings have to fit how your team is judged. A generic benchmark does not.
- Attribution model
- Target KPI
- Budget
- Company stage
What you'll walk away with.
A channel-by-channel readout
Paid search and paid social, read against pipeline. Not a stack of platform screenshots.
A keep, fix, and stop list
What we would leave alone, what we would change, and what we would turn off.
A 60-minute live review
We walk through the findings with you on the call. No pitch deck. If your program is in good shape, we will say so.
Who this is for.
- B2B SaaS companies in the MKT1 network
- Paid search and paid social already running
- At least $10,000 a month in ad spend
Paid media, for B2B SaaS only.
We started Omni Lab in 2021 to run paid media for B2B SaaS companies, and only B2B SaaS companies.
$107M+
in managed spend
200+
B2B SaaS brands
3
unicorns: Drata, Signifyd, and Upwind
What changed when the fundamentals were fixed.
44%
SQL growth
ShareGate. A broken conversion trigger, then the rest of the fundamentals. SQLs grew 44% year over year.
2×
paid SQLs
Thoropass. Connecting the CRM to the ad platforms, and judging search on cost per opportunity, more than doubled paid SQLs in a quarter.
65%
lower cost per opportunity
A PE-backed client. Giving each channel its proper job cut cost per opportunity 65% in four months.
We'll tell you what we'd keep, fix, and stop.
No pitch deck. If the honest answer is that your program is in good shape, we will say so.