GOOGLE ADS FOR SAAS
Google Ads that generate demos and pipeline, not form fills.
High-intent search, competitor campaigns and CRM-connected conversion tracking for B2B SaaS companies with product-market fit.
Minimum ad spend $5,000 per month. Three-month initial term, then month to month.
WHO THIS IS FOR
Built for SaaS teams with a sales process.
Paid search works when a real person follows up. If the pieces below are not in place yet, the audit will tell you what to fix first.
A good fit
$5,000 or more in monthly ad spend
A CRM in place, HubSpot or Salesforce, with lead stages
A defined ICP and a clear demo or trial offer
A sales team that can follow up within a day
Not a fit yet
Pre-product-market-fit, still finding the buyer
No CRM, or no definition of a qualified lead
Nobody to follow up the leads the ads create
Anyone who wants a guaranteed pipeline number in writing
SOUND FAMILIAR?
The four things SaaS teams tell us in the first call.
We get leads, but sales says they are students and job seekers.
Head of Demand Gen
Our cost per lead looks great and our pipeline has not moved.
VP Marketing
We are bidding on our own brand and calling it growth.
Founder
Nobody can tell me what a demo actually costs.
CEO
WHAT IS INCLUDED
Ten things, done every month.
Search term and intent mapping
Every query sorted by buying intent before a dollar is spent on it.
Competitor campaigns
Tested with a tight budget and judged on SQLs, not clicks.
High-intent category terms
The searches people make when they already have the problem you solve.
Offline conversion tracking with the CRM
Qualified stages sent back to Google Ads from HubSpot or Salesforce.
Lead quality feedback loop
A monthly review with sales of which leads were real, fed straight back into targeting.
Landing page and demo flow feedback
Specific fixes for the page and the booking flow. We advise, your team builds.
Form and routing review
Fewer junk submissions, faster hand-off to the right rep.
Bid strategy tied to pipeline value
Targets on cost per SQL and CAC payback, not on cost per form fill.
Negative keyword and job-seeker filtering
Students, job seekers and free-tool hunters removed every week.
Weekly change log and live dashboard
Every change written down with the reason. Pipeline numbers on a Looker Studio dashboard you own.
HOW WE MEASURE SUCCESS
Five numbers your CFO already cares about.
Cost per lead is not on the list. These are the numbers on your dashboard from day one.
CPD
Cost per demo
Booked and attended
CPSQL
Cost per SQL
As defined by your sales team
PIPE
Pipeline created
From paid search, by month
CAC
Customer acquisition cost
Fully loaded, paid search only
PB
CAC payback
Months to recover the spend
OFFLINE CONVERSION TRACKING
How Google Ads learns what a real lead looks like.
Three steps, no jargon. This is the single change that moves SaaS accounts from cheap leads to real pipeline.
1
A visitor fills the form
The click ID travels with the lead into your CRM, so the source is never lost.
2
Sales marks the lead qualified
When the CRM stage changes, that stage is sent back to Google Ads as the real conversion.
3
Google bids toward the stage that makes money
The algorithm learns from qualified leads instead of form fills, and the junk fades out on its own.
THE FIRST 90 DAYS
A 30, 60, 90 plan you can hold us to.
DAYS 1 TO 30
Tracking, CRM connection, intent map
Offline conversions connected, junk filtered, every search term sorted by intent.
DAYS 31 TO 60
Campaign rebuild and competitor coverage
Campaigns rebuilt around intent tiers, competitor tests launched, first lead-quality review with sales.
DAYS 61 TO 90
Bid to pipeline and scale
Bidding switched to qualified stages, budget moved to what creates pipeline, CAC payback tracked.
RESULTS
SaaS accounts we have worked on.
Published with permission, anonymised where the client asked.
SAMPLE AUDIT FINDINGS
We are a new agency and we publish only real work.
We publish client results only with written permission, so this section fills as clients approve them. The fastest way to see how I work is the free audit: a recorded review of your own account within 3 business days.
PRICING
Flat fees, published.
Ad spend is separate and billed at cost. Three-month initial term for SaaS, then month to month.
Starter
$750
per month
For $5,000 to $10,000 monthly ad spend
High-intent search management
Conversion tracking fixes
Weekly written change log
Ad spend is separate and billed at cost.
Most popular
Growth
$1,500
per month
For $10,000 to $30,000 monthly ad spend
Everything in Starter
Offline conversion tracking with your CRM
Live Looker Studio dashboard
Ad spend is separate and billed at cost.
Scale
8%
of ad spend
Above $30,000 monthly spend, minimum $2,500 a month
Everything in Growth
Competitor campaigns and expansion
Monthly strategy call
Ad spend is separate and billed at cost.
QUESTIONS
SaaS questions, answered plainly.
Do you work with HubSpot and Salesforce?
Yes. Offline conversion tracking is set up with either, so qualified stages flow back into Google Ads automatically.