How much time should I budget?

About 3 hours total, a working session and a review call. We do the heavy lifting.

What if I only want the roadmap, not the build?

That's the Campaign Repositioning Sprint. Ship it yourself, or upgrade to Done-For-You later.

Do you interview my customers?

Optional. We can mine your call recordings, reviews, and won/lost notes instead.

B2B teams spending $20K+/mo on ads whose demos aren't converting.

Book a 30-minute call. We'll tell you straight if it's a fit.

Where Basware's ads lose the buyer

Basware is running 18 live ads on LinkedIn and Google. Their average fit to their own ideal buyer is 6.6 out of 10, and 7 ads need fixing. Each ad below is one of Basware’s real live creatives, read straight from the ad libraries.

Basware’s live ads, scored against their buyer

Connect Every ERP. Control Every Invoice., scored 8/10 against Basware’s ideal buyer. Multi-ERP visibility pain nailed precisely, but 'Explore ILM' CTA assumes familiarity with an internal acronym.
Your platform just got safer., scored 7/10 against Basware’s ideal buyer. Fraud exposure hook is sharp and relevant, named customers add proof, but subcontractor framing is narrower than core AP buyer pain.
Your platform just got safer., scored 7/10 against Basware’s ideal buyer. Stat-backed fraud cost reframe is memorable and ICP-relevant, but the offer targets existing Basware users rather than net-new buyers.
Unlock More Value from SAP Cloud ERP, scored 7/10 against Basware’s ideal buyer. SAP-specific hook and 'Clean Core. Faster ROI.' land well for ERP modernization buyers, but no proof or named outcome.
Your platform just got safer., scored 8/10 against Basware’s ideal buyer. Stat-led hook hits the fraud risk nerve directly, and the peer benchmark ('250 finance leaders') adds credible pull.
Your platform just got safer., scored 7/10 against Basware’s ideal buyer. Punchy hook frames urgency well, but the CTA 'See how finance is responding' is vague and loses the stat proof of ad 1.
The Red Thread of Compliance, scored 8/10 against Basware’s ideal buyer. Precise GBS and Shared Services role call-out with a global compliance promise is a near-perfect ICP match for this buyer.
Chicago CFO Community Executive Summit, scored 5/10 against Basware’s ideal buyer. Event invite for a geo-specific CFO summit is a brand and community play, not a demand-gen offer; intentionally narrow reach.
Your platform just got safer., scored 8/10 against Basware’s ideal buyer. Scenario-led hook ('nobody notices') plus a hard stat and a named report CTA make this the strongest fraud ad in the set.
Simplify S/4HANA - SAP S/4HANA, Minus the Hassle, scored 7/10 against Basware’s ideal buyer. Query-matched headline for S/4HANA migration intent, but 'AI-driven efficiency' is generic and the outcome is thin.
Invoice Approval Systems, scored 6/10 against Basware’s ideal buyer. Functional match for AP automation queries but reads like a feature list with no differentiation or outcome specificity.
SAP S/4HANA, Minus the Hassle, scored 8/10 against Basware’s ideal buyer. Sharp hook targets a live ERP migration trigger with AI angle, but no specific outcome or CTA.
Solution d'e-facturation, scored 6/10 against Basware’s ideal buyer. Hits AP automation and cost reduction but stays generic with no mandate urgency or proof.
e-Invoice Software - Book A Demo Today, scored 7/10 against Basware’s ideal buyer. Clear CTA and relevant e-invoicing query match, but outcome claims are generic and proof-free.
Basware, scored 4/10 against Basware’s ideal buyer. Vague 'save money' promise with no outcome, no CTA, and no ICP pain addressed.
e-Invoice Systems, scored 5/10 against Basware’s ideal buyer. Query-matched headline but body is generic process language with no enterprise proof or urgency.
Invoice Automation - Basware - Contact Basware Today, scored 5/10 against Basware’s ideal buyer. Covers AP automation and ERP integration but 'Simple' and 'Easy' undersell an enterprise buyer's complexity.
AP Automation - Basware, scored 5/10 against Basware’s ideal buyer. Relevant query match but identical generic body copy across ads signals no differentiation for enterprise buyers.

See Basware’s full live-ad board on AdRoast. Every creative scored against their ICP, with the exact fix for each.

Learn the method behind these scores: the AdRoast guides cover how to audit your ads against your ICP and why clicks do not turn into pipeline.