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How to Get Real Results with €3–5k Ad Budget as a B2B Startup‍

A practical guide for founders — based on my interview with Thomas Weinberger

If you're a B2B founder with a limited ad budget, this article is for you.
I sat down with Thomas Weinberger (Paid Media Consultant @ GO GmbH) to unpack how early-stage startups can use €3–5k/month effectively to generate leads and learn fast — instead of burning cash on the wrong channels.

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🔍 Step 1: Set Realistic Expectations

Before launching any campaign, align with your team on one critical thing: What type of leads are we trying to generate?

Thomas makes it clear:

• Marketing leads (Top of Funnel): €50–150 per lead
• Sales-ready leads (Bottom of Funnel): €400–1,400 per lead

Trying to generate pipeline-ready leads on a small budget without content or brand trust is unrealistic.

Instead: Start with building an audience (email list, remarketing pool), then move down-funnel.

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📊 Step 2: Prioritize Based on Intent

Always start by checking search demand.

• Is there volume for your product category or similar tools?
• Use Google Keyword Planner and look for 500–1,000 monthly searches minimum.

“If you only see 100–300 monthly searches, that’s not enough. You might get 1 lead per month.” — Thomas

If demand is there → Start with Google Ads.

• People actively searching are closer to buying
• It’s more performance-driven than brand campaigns
• You’ll get signal faster

If there’s no search volume → Try competitor keywords
Target searches for known brands in your space (without using their name in the ad or landing page).

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💡 Step 3: Use LinkedIn Ads — But Smartly

If Google isn’t an option (no volume), LinkedIn is your next best bet.

Yes, it’s expensive.
But when done right, it’s precise and effective.

Thomas recommends:

• Start with product-level ads first
• If that doesn’t convert → offer lead magnets (guides, checklists)
• Combine with Thought Leader Ads to build trust

“You’re not just buying clicks. You’re building visibility, email lists, and retargeting pools.” — Thomas

Also: Think long-term. If you scale brand visibility, CAC drops over time.

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🤝 Step 4: Use Thought Leader Ads — but with Caution

They look more human, less like ads. But they only work if:

• You have someone stable in your company to build the presence (ideally a founder)
• You’re willing to invest in ongoing content creation (posts, opinions, insights)

Avoid building reach only on junior employees. If they leave, your brand equity leaves with them.

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✍️ Step 5: Don’t Start Without Content

This is the biggest blocker Thomas sees: no content = no results.

For Google Ads: You need solid landing pages with clear CTAs.
For LinkedIn Ads: You need high-value content that educates, not sells.

Must-haves before launching:

• 1–3 Lead Magnets (eBooks, guides, checklists)
• At least 5–10 strong FAQ or educational posts
• Content on your site that answers real buyer questions

“Two-thirds of LinkedIn Ad projects start with content production — before we even touch campaigns.” — Thomas

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Final Thoughts

You don’t need a €50k/year ad budget to see results.

But you do need:

• Clear expectations (you’re not buying pipeline — you’re building it)
• The right channels in the right order
• Foundational content
• A test-and-learn mindset

💡 Start with intent-first channels (Google), validate messaging, build retargeting audiences, and THEN layer in brand and lead gen campaigns.

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