Scale without discipline.
Broad, expensive campaigns were subsidizing the few that actually converted. And a rebrand was about to make brand search volatile and unreadable if it stayed blended in.
Case Studies
The work, in detail.
What actually changed, by the numbers. Fewer slides, more account. Here's what it looks like when one operator owns the whole thing.
Pebl · B2B SaaS · Google, Microsoft & Meta
A paid program rebuilt mid-rebrand to buy the right traffic, not expensive traffic.
Pebl relaunched its brand in September 2025 with a paid program already running at scale, and several of its largest campaigns quietly overpaying. One line was paying $16.82 for a click on Pebl's own brand name. The budget was allocated by history, not performance.
$456K
media cost avoided across the engagement
+154%
more paid traffic, two months in
−49%
cost per click, in the first quarter
+176%
from the best campaign, on 22% less spend
Challenge
Approach
Rebuilt by geo and intent.
Brand was separated out first, so every read stayed trustworthy through the name change. Then the account was split by geo and intent tier, the waste defunded line by line, and the one efficient line scaled hard.
Result
The right clicks, for less.
Brand click cost fell from $16.82 to $4.59. Cost per click dropped 49% while traffic rose 154%, and $456K in media cost was avoided, $856K in the first quarter alone.
The sharpest number in the account: one campaign delivered 176% more traffic on 22% less spend. Same campaign, same account, nearly three times the work for less money.
Pilot · B2B SaaS · Paid search & demand gen
Paid search became one of Pilot's most reliable pipeline engines.
Jer took full ownership of paid search and built Pilot's performance marketing function from the ground up, wiring every dollar back to pipeline.
30–40%
of total company pipeline & ARR, driven through paid search in peak months
0 → 100
performance marketing function, built in four months
Challenge
Spend, but no engine.
Pilot needed paid to contribute real pipeline, not just absorb budget. There was no structured performance function to rely on.
Approach
Own it end to end.
Jer rebuilt branded and non-branded search, set a testing cadence, and established pipe-to-spend visibility so every campaign tied back to revenue.
Result
A pipeline engine.
Within months, paid search reliably drove 30–40% of total company pipeline and ARR, and consistently met every KPI.
“He took full ownership of paid search and turned it into one of our most reliable, efficient pipeline engines. In several months he drove 30–40% of total company pipeline and ARR.”
Start here
Want results like these on your account?
Book a 30-minute teardown. We'll show you the three things costing you the most right now, on your numbers. You keep the findings either way.
30 minutes. Direct with Jer.