Only 10% of Your Market Is Ready to Buy. Paid Ads Find Them.

We build ad campaigns for B2B SaaS platforms and AI firms that target the 10% of your market who are actively looking to solve a problem you specialize in.

Based on the Buyer's Pyramid from Chet Holmes' The Ultimate Sales Machine

3% Buying Now
7% Open to Buying
30% Not Thinking About It
30% Think They're Not Interested
30% Know They're Not Interested

What Each Tier Means for You

Your ad dollars should go where the intent is. Everything else is nurture — not acquisition.

3% Buying Now

They have budget, a deadline, and they're evaluating vendors right now.

These buyers have an active project, an approved budget, and are comparing solutions. They're reading case studies, booking demos, and shortlisting. If your ad isn't in front of them, your competitor's is.

Strategy: Direct-response ads with a clear offer and a low-friction way to get on their shortlist — a demo, paid audit, or a value-forward workshop.
7% Open to It

They know they have a problem but haven't started looking for a solution.

Something's not working — their current system is too manual, they're losing deals to inefficiency, or a competitor just leapfrogged them. They feel the pain but haven't carved out time to fix it yet.

Strategy: Paid ads that call out a specific ICP and their very specific pain point with an offer — not a sales pitch. You articulate the problem they've been living with but didn't know there was a solution or didn't prioritize it.
↑ Your target — the top 10% ↑
30% Not Thinking About It

They don't see a problem yet.

Operations are running, revenue is steady enough, and the current way of doing things feels "fine." They haven't connected the dots between their inefficiencies and the revenue they're leaving on the table.

Not your priority. Retarget them after they engage with an ad. When a pain point surfaces — a lost deal, a missed quarter, a competitor win — they'll move up the pyramid on their own.
30% Think They're Not Interested

"We tried a tool like this before. It didn't work."

They had a bad experience with a competitor, a failed implementation, or an internal build that fell short. They've written off the category — not because the problem went away, but because they got burned.

Not your target. Some will re-enter the market when the pain gets bad enough or when they see proof it works for companies like theirs. Let retargeting and case studies do that work over time.
30% Not Interested

Wrong fit entirely.

Wrong industry, wrong company size, no budget, or they've already built an in-house solution they're committed to. They will never buy what you sell.

Exclude them. Tight ICP targeting means your ad dollars never reach them in the first place.
Not your ad budget's problem

Stop marketing to people who will never buy. Start targeting the 10% who will.

We build paid ad campaigns for B2B SaaS platforms and AI firms that put you in front of high-intent buyers — not the whole market.

Build Your Growth Engine