How Deel Built a Full-Funnel Ad Engine (And What You Can Steal)

Inside Deel’s Ad System: From First Click to Closed Deal

Author

Harsh Kang
October 13, 2025

Hi there,

When most SaaS companies think about ads, they picture a few campaigns running on LinkedIn or Google. That’s not a system.

Deel, on the other hand, runs a full-funnel machine. Every ad has a job, every landing page is tied to intent, and every touchpoint connects into a pipeline that compounds over time.

Here’s what they’re doing and how you can borrow the same moves to scale smarter.

Core CTAs and Funnels

Deel doesn’t waste time with vague buttons. Every page pairs multiple CTAs to capture high and low intent:

  • “Book a free 30-minute product demo” with a short, focused lead form.

  • On product pages, both “Book a demo” and “Speak to sales” appear side by side.

Founder takeaway: Give buyers two clear paths. High-intent leads want a demo. Lower-intent leads want an easier touchpoint.

What They Promote

Deel’s ad destinations aren’t random. They focus on:

  • Global payroll across 100+ countries.

  • US payroll as a distinct SKU.

  • Integrations hub with deep links like Slack.

  • Guides and reports as lead magnets, think hiring playbooks, payroll guides, immigration webinars.

Founder takeaway: Build ad destinations around your highest-value SKUs and your strongest lead magnets. Don’t split attention.

What Creatives Look Like

Scroll Deel’s ads and you’ll see a mix of product education, authority building, and brand play:

  • Short video spots on compliance, integrations, and global payroll benefits.

  • Testimonial-style proof ads showcasing scale and trust.

  • Brand-led campaigns like their “This Is Fine” video, rolled out on LinkedIn’s CTV beta.

Founder takeaway: Mix performance ads with brand plays. The first drives conversions, the second builds authority that makes every click cheaper over time.

Why This Works

Deel’s strategy is not just about more ads. It’s about connecting the funnel:

  • Awareness from brand-led spots

  • Demand capture through feature-specific search and social ads

  • Conversion through tight demo flows and authority assets

When each piece is connected, you stop running isolated campaigns and start running a system.

If you’re interested in learning more about how Deel works around Meta, LinkedIn and Google Ads in detail, watch the full breakdown here:

What to Do Next

Copying Deel’s system from scratch takes months of testing and wasted spend. That’s why we built the B2B Accelerator:

  • For SaaS founders starting ads from zero

  • For teams already running ads who want to optimize everything end to end

Inside the Accelerator, we design and run the same systems you just saw — creative that teaches and converts, funnels that reduce wasted spend, and campaigns that compound into pipeline.

👉 Apply to the Accelerator here and let’s build your growth engine.

If you’re still interested on how Deel managed to scale, check out my latest video on their strategy.

See you in the next one,
Harsh
Founder @ Roveir
Connect with me on LinkedIn 


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