TWO PRODUCTS, TWO FUNNELS,
ONE ADS ENGINE.
How Arsalan Faysal built and scaled paid acquisition for an AI SaaS company – generating a 47% lower CPL and $1.3M in pipeline in just 4 months.
Two Distinct Products,
Zero Structured Strategy
An AI SaaS company had two live products: an ERP for manufacturers (long sales cycle, demo-request) and an AI Employee platform for SMBs (self-serve trial). They were running sporadic ads with no clear attribution.
Budget was being wasted on inconsistent creative testing. The founder needed a specialist to own performance across Google, Meta, LinkedIn, and YouTube without confusing the two very different buyer personas.
The Client Brief:
“Build and manage paid campaigns end-to-end. Optimize two distinct funnels simultaneously: demo-request for the mid-market ERP and self-serve trial for the SMB AI platform.”
Separation + Channel-Specific Experimentation
I built separate campaign architectures for each product, ensuring the right message reached the right intent signals. The core solution was a "High-Velocity Experiment" engine:
- 01. Intent-Based Search (Google) — Separate ERP keywords for CFOs/COOs and broad automation terms for SMB self-serve trials.
- 02. Persona-Locked Creative — LinkedIn ads tailored for manufacturing decision-makers; Meta ads focused on SMB "no salary" autonomous workers.
- 03. Weekly A/B Experimentation — Ruthless testing of ad copy, visuals, and landing page form lengths (ERP demo).
- 04. Clean Attribution Stack — UTM and HubSpot integration to give the founder absolute visibility from click to pipeline opportunity.
“Two funnels, one budget, zero confusion. I’ll flag every landing page issue and have a fix within 48 hours to ensure your ads aren't burning cash on a leaky bucket.”
— Arsalan’s Strategic Commitment to the Founder
The 4-Month Sprint
Foundation
Audited broken tracking. Set up demo and trial conversion events. Launched initial Search and Meta tests.
Experiment
Ran 12 creative tests. Found the "salary vs autonomous" SMB angle and "ERP mess" manufacturer angle.
Scaling
Scaled winners to $15k/mo. Pipeline hit $310k in ERP ops and $220k in AI Employee contracts.
Handoff
Final CPL: $113 (ERP) and $27 (SMB). Blended 3.2x ROAS. Delivered full campaign playbook.
SaaS PERFORMANCE
“Arsalan built a structured machine for two different products. He knew exactly when to use LinkedIn vs Meta. Within 90 days, our CPL was cut in half and we had a repeatable system. Best ad hire we've made.”
— Nadia (Founder, AI ERP & Employee Platform)
🎯 The Takeaway for B2B AI SaaS
You cannot run one generic strategy for multiple personas. You need separate architectures and weekly experiments. The biggest wins come from fixing conversion issues at the landing page level, not just tweaking bids.
STOP GUESSING.
START SCALING.
I build structured paid acquisition engines for AI, ERP, and SaaS platforms. No fluff, no vanity metrics. Just pipeline.
⚡ BOOK YOUR STRATEGY SESSION15 min. No BS. Just a blueprint to fill pipeline.