Over the last few months, we analyzed 1,200+ B2B SaaS ads across Meta, Google, and LinkedIn.

Not to find hacks.

But to understand patterns - what consistently scales vs what quietly dies.

This doc is a distilled version of those learnings.

No theory. No fluff. Just what we observed.

The Biggest Myth in B2B SaaS Ads

“If we find one great ad, we’ll scale it.”

In reality, most accounts that scale never rely on one ad.

They rely on:

• One core idea
• Tested across multiple micro-variants
• Letting the algorithm choose the winning angle, not the marketer

What We Saw in Winning Accounts

Across high-performing B2B SaaS accounts, a few patterns kept repeating:

1. Creative > Targeting (More Than You Think)

Targeting mattered less once:

• Conversion signals were clean
• Creatives were varied enough