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 SaaS 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 Fortinet's ads lose the buyer

Fortinet is running 22 live ads on LinkedIn and Google. Their average fit to their own ideal buyer is 5.4 out of 10, and 3 ads need fixing. Each ad below is one of Fortinet’s real live creatives, read straight from the ad libraries.

Fortinet’s live ads, scored against their buyer

Cyberkriminalität macht nicht an Grenzen halt. In dieser Brass‑Tacks‑Folge sagt , scored 5/10 against Fortinet’s ideal buyer. Brand thought-leadership podcast clip, not a demand-gen ad; judge on brand lift, not buyer fit.
Sicherheit für die Systeme, die die Industrie am Laufen halten | Brass Tacks S2E05, scored 5/10 against Fortinet’s ideal buyer. Brand thought-leadership podcast on OT security, no product offer or CTA for the buyer.
Cyberkriminalität weltweit bekämpfen | Brass Tacks S2E06, scored 5/10 against Fortinet’s ideal buyer. Brand thought-leadership podcast clip, not a demand-gen ad; judge on brand lift, not buyer fit.
Nel più recente episodio di Brass Tacks di Fortinet, Hossain Alshedoki di KPMG a, scored 5/10 against Fortinet’s ideal buyer. Thought-leadership video clip with ICP-relevant subtitle but no offer, CTA, or specific insight surfaced.
Mettere in sicurezza i sistemi che muovono l’industria | Brass Tacks S2E05, scored 6/10 against Fortinet’s ideal buyer. Named KPMG OT expert and sharp CISO quote land well, but no CTA or next step pulls the buyer in.
Sicherheit für die Systeme, die die Industrie am Laufen halten | Brass Tacks S2E05, scored 6/10 against Fortinet’s ideal buyer. Clear OT security framing and credible KPMG guest, but no CTA or concrete takeaway to earn the click.
OT‑Risiken stehen oft nicht im Fokus der Sicherheitsarbeit. In diesem Brass‑Tack, scored 5/10 against Fortinet’s ideal buyer. Subtitle references CISO visibility but the clip alone gives no hook, context, or reason to engage further.
Cyberkriminalität weltweit bekämpfen | Brass Tacks S2E06, scored 5/10 against Fortinet’s ideal buyer. Former INTERPOL guest adds prestige but topic is too broad and policy-level to drive a security buyer click.
Combattere il cybercrime su scala globale | Brass Tacks S2E06, scored 5/10 against Fortinet’s ideal buyer. Same INTERPOL episode as ad 4, strong guest credential but no buyer-specific pain or CTA to convert.
In questo episodio di Brass Tacks di Fortinet, Jürgen Stock, già Segretario Gene, scored 5/10 against Fortinet’s ideal buyer. Raw video clip with only a two-word subtitle gives no context, hook, or reason for the ICP buyer to stop scrolling.
Fortinet Demo Center Search Ad, scored 6/10 against Fortinet’s ideal buyer. Clear demo intent match for a high-intent query, but generic product framing misses specific pain or outcome.
Fortinet SMB Firewall Product Selector, scored 2/10 against Fortinet’s ideal buyer. SMB targeting directly contradicts the mid-market to enterprise ICP, wrong buyer segment entirely.
2026 Gartner Magic Quadrant Leader, scored 7/10 against Fortinet’s ideal buyer. Analyst recognition is strong proof for enterprise buyers evaluating firewall vendors, but no CTA or outcome stated.
FortiGate Firewall Product Demo, scored 6/10 against Fortinet’s ideal buyer. Clear demo CTA and AI-powered hook land well, but body copy is generic and misses enterprise pain or differentiation.
Fortinet Cybersecurity Research Access, scored 3/10 against Fortinet’s ideal buyer. Catch-all resource dump with a typo signals low intent and no specific value for a CISO or security architect.
FortiGate Demo Explore Features, scored 6/10 against Fortinet’s ideal buyer. Demo CTA is solid but feature-exploration framing is shallow and body copy repeats without adding enterprise proof.
FortiGate Demo Explore Features, scored 6/10 against Fortinet’s ideal buyer. Identical to ad 4, demo CTA works but copy is generic and adds no enterprise-specific proof or differentiation.
Fortinet Firewall Product Demo Schedule, scored 6/10 against Fortinet’s ideal buyer. Clear demo CTA and AI-powered hook land well, but body copy is generic and misses enterprise pain or differentiation.
2026 Gartner Magic Quadrant Leader, scored 7/10 against Fortinet’s ideal buyer. Analyst recognition is strong proof for enterprise buyers evaluating firewall vendors, but no CTA or outcome stated.
FortiGate Firewall Product Demo, scored 7/10 against Fortinet’s ideal buyer. Clear demo CTA with AI-powered network security lands well for high-intent firewall searchers.

See Fortinet’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.