B2B SaaS · Paid Media · Demand Gen

Paid media and demand gen for B2B SaaS that drive leads pipeline.

I help B2B SaaS teams turn marketing ad spend into pipeline — not just clicks and form fills. $50M+ USD managed across Google, LinkedIn, Meta and YouTube; programs that doubled ARR and scaled SaaS startups from $10M to $40M+.

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Kaushik Kumar

Fractional Demand Gen & Paid Media for B2B SaaS

Currently accepting B2B SaaS clients

Trusted by teams at

Workleap

BloomNation Uber logo

Workleap

BloomNation

$50M+ USD

Paid media managed

ARR grown for SaaS clients

$10M → $40M+

Startups scaled

10+ yrs

Years in demand generation

Why teams call me

You don't need more traffic and leads. You need more pipeline.

Six problems I hear on the first call — and what changes when paid media is run to grow revenue.

“Our cost per lead looks fine, but sales says the leads are poor.”

I optimize for opportunities and closed deals, not just form fills. Lead quality is scored back from your CRM so we know what is working.

“We can't tell which channel actually created pipeline.”

I rebuild conversion tracking in Google Tag Manager and import offline conversions so every dollar can be traced to a real deal.

“Spend keeps going up, but pipeline doesn't.”

I model your budget backwards from your revenue target with a clear cost ceiling per channel, then cut the spend that isn't driving buyers.

“The agency sends decks; nobody touches the account.”

You get the operator, not a junior team. I am in the accounts weekly and you keep every account, asset and document.

“We can't justify a full-time demand gen hire yet.”

I act as your senior demand gen leader at a fraction of a full-time cost. Three months to start, then month-to-month.

“The board wants a number for next quarter's pipeline.”

I give you a pipeline model you can defend: spend, expected opportunities, win rate and payback period.

The fundamentals gap

If you ever got burnt by your previous paid ad agency

If you are a VP of Marketing, Director of Marketing, or founder at a B2B SaaS company, you have probably lived this. You talk to a paid media agency. The pitch is great — the founder leads it, a senior strategist joins, and the deck looks exactly right.

Onboarding feels solid. Then it ends. Your account gets passed to the most junior person on the team. They are still learning, and your ad budget is what they are learning on.

The basics stop getting checked. Search terms run wild. The same ads stay live for months. Tracking breaks. Landing pages never change. When performance drops, nobody knows what to do because nobody senior is actually in the account.

A long list of names still shows up on emails, so it looks like a team is on it. But one person is doing the work, and they do not have the experience to fix it when things tank.

That is the gap. The people who sold you the work are not the people doing the work.

I keep a small number of clients so I can be in your account every week. I check search terms, update negatives, test creative, fix tracking, and make sure your spend reaches buyers who can actually become revenue.

Check availability

Case studies

What my B2B SaaS clients achieved.

Real business results — not just ad account metrics.

ShareGate

over 90 days

+46%

Opportunities from paid

+30%

Return on ad spend

Bench Accounting

over 12 months

+40%

Lead generation year over year

Finally

over 6 months

Leads and customers

Pipeline (ARR)

What clients say

Sonia Maslovskaya, Head of Marketing, BloomNation — Sonia Maslovskaya
Head of Marketing, BloomNation

David Desjardins, Digital Marketing Manager, London Drugs — David Desjardins
Digital Marketing Manager, London Drugs

About

Ten years turning ad spend into pipeline.

I am Kaushik Kumar — a demand generation and paid media leader who has worked with Uber, MasterClass, Future Super, Bench Accounting, Finally, London Drugs and MEC to grow revenue.

I have managed over $50M USD in paid advertising across Google, YouTube, Meta, LinkedIn, TikTok and Microsoft Advertising. My demand gen work has doubled revenue and helped startups grow from under $10M to $40M+.

I have led marketing teams both agency-side and in-house, mostly in high-growth B2B SaaS and tech. I have also spoken at B2B MX, AdWorld and DigiMarCon, and served as a lead instructor at BrainStation.

Connect on LinkedIn

Capabilities

Paid search management (Google & Bing)

Paid social (LinkedIn, Meta & YouTube)

Agency and vendor management, fractionally

Conversion rate optimization roadmap

SEO / AEO roadmap — rank in search and AI tools

Conversion tracking setup in Google Tag Manager

CRM attribution and offline conversion imports

Pipeline and payback modelling

On stage

I have spoken at B2B MX, AdWorld and DigiMarCon.

Kaushik Kumar presenting at the DigiMarCon digital marketing conference — DigiMarCon — Digital Marketing Conference

Services

Four ways I can help you grow revenue.

Each option is built around your pipeline goal — whether you need someone to run the accounts, a fresh review, a full strategy, or a fractional lead to manage your agencies.

Paid Media Management

Retainer

I run full-funnel paid campaigns across Google, LinkedIn, Meta, YouTube, Microsoft and TikTok. Everything is built around pipeline and payback — not vanity metrics.

Stop wasted ad spend and redirect it to your ICP
Attract qualified buyers from your ICP who become MQLs and opportunities
Lower CAC and shorten payback period
Build demand among your ICP so you own the conversation before they search
Test creative, offers and landing pages to lift pipeline velocity

Paid & tracking account audit

2 weeks

A deep review of your ad accounts, tracking and attribution. You get a clear, ranked list of fixes your team can ship right away.

Account, keyword and campaign structure review
CRM and offline conversion tracking check
Specific cost-cutting opportunities with dollar impact
90-day paid media roadmap tied to revenue goals

1:1 Demand Gen Strategy

Advisory

Working sessions for founders and marketing leaders who want a second operator brain on channel mix, budget and go-to-market strategy.

Channel and budget planning tied to revenue targets
Ideal customer, offer and messaging review
Hiring vs. agency vs. in-house decisions
A practical roadmap you own from day one

Fractional Demand Gen Support

Ongoing

I act as your in-house demand gen lead and manage the partners you already pay for — your paid media agency, SEO/AEO agency and CRO program — so the work actually ships.

Hold your agencies to clear goals and weekly deliverables
Review the account work, creative and landing pages yourself
One owner across paid, SEO/AEO and conversion rate work
Budget planning and reporting your leadership team trusts
Cheaper than a full-time hire, with senior-level judgement

The difference

One senior operator. No junior team. No long contract.

Typical agency	In-house hire	Working with me
Junior account manager runs the account	3–6 months to hire and ramp	10-year operator in the account from week one
Optimised to leads and clicks	Splits time across many priorities	Optimised to revenue, not just platform metrics
6–12 month contracts	$180k+ fully loaded	3 months, then month-to-month
Assets locked in their accounts	Single point of failure	You own every account, build and document

Questions

Questions I get before we start.

What's the minimum spend, and what does it cost?

I usually work with accounts spending at least $20k CAD per month on media. Retainers start at $3k CAD per month and scale with ad spend and scope. Below that spend level, the audit or 1:1 advisory gets you further, faster.

How many clients do you take on?

I keep a deliberately small number of accounts at a time — usually a handful. That is the only way I can be in the accounts weekly instead of handing them to a junior.

Do you replace our agency or work with them?

Both happen. I often sit as the strategic layer above an existing agency and hold them to pipeline targets — or I take the accounts over entirely.

What happens if it isn't working?

Three-month commitment, then month-to-month. You can end with 30 days' notice and keep the accounts, tracking, creative and documentation regardless.

Next step

Let's review your paid media.

Book a 30-minute call. We will look at your funnel, spend and tracking, and you will leave with at least two fixes you can make this quarter — even if we don't work together.

Connect on LinkedIn