SaaS & B2B Software
Pipeline that scales with your product.
We build Google Ads campaigns that reach buyers who are actively evaluating solutions — not just browsing. Trials, demos, and qualified pipeline from the channel with the highest purchase intent on the internet. Built for how SaaS actually sells.
Your current situation
SaaS Google Ads is a different game. Most setups aren't built for it.
Trial sign-ups are up — but paid conversions aren't following.
Google is filling your trial funnel. But the users coming in through paid search aren't activating, aren't converting to paid, and aren't sticking around. Volume without quality is a cost centre, not a growth engine.
You're paying to reach companies that would never buy your product.
Wrong industry. Wrong company size. Wrong tech stack. Without tight ICP targeting baked into your keyword strategy and audience exclusions, your budget bleeds into segments that look relevant on the surface but never convert.
Branded keywords are eating budget you should be protecting.
Competitors are bidding on your brand name. Your own campaigns may be running against you. Without a brand defence strategy that's actively managed, you're paying to win auctions you should be winning for free.
Your funnel has multiple conversion points — and Google only sees one.
Trial. Demo request. Paid upgrade. Expansion. Each stage matters. But your campaigns are optimising for the first touchpoint and ignoring everything that happens inside the product — where the real value is actually created.
You don't know which search terms are attracting your ICP — and which aren't.
Category keywords, competitor terms, problem-aware searches, solution-aware searches — they all mix together in one campaign and one report. Without that separation, you can't tell which intent signals are actually predicting pipeline.
Your sales cycle is long enough that Google's attribution window misses most of it.
Enterprise and mid-market SaaS deals take weeks. Google's default 30-day window cuts off before the deal closes. The campaigns that look underperforming might be your best ones — you just can't see the outcome yet.
This is how we solve it
Campaign architecture built around your sales motion — not Google's defaults.
Consultation
ICP-first keyword strategy — intent matched to buyer profile
We map your keyword architecture to where your ideal customer profile actually searches — separating category intent, competitor comparisons, problem-aware queries, and brand terms into campaigns that each have a clear job and a clear success metric.
Brand defence — so you stop paying for traffic that was already yours
We protect your branded terms with dedicated campaigns, monitor competitor conquesting, and make sure you're never outbid on your own name. Efficient brand coverage is the cheapest pipeline you'll generate.
Multi-stage conversion tracking across your full funnel
Trial start, activation event, demo booked, opportunity created, deal closed — we work with your product analytics and CRM to feed each stage back into Google Ads. The algorithm learns what a real customer looks like, not just what a sign-up looks like.
Audience layering built around your ICP firmographics
We layer in-market audiences, customer match lists, and remarketing segments to tighten who sees your ads — and at what bid. Not LinkedIn-level precision, but far more targeted than running broad against a keyword list alone.
Competitor campaigns — built to intercept evaluation-stage buyers
When a buyer is searching your competitor's name, they're already in the market. We build dedicated competitor campaigns with positioning that speaks directly to switchers and evaluators — capturing demand that's already been created for you.
Reporting tied to pipeline — not platform metrics
You'll see trial-to-paid conversion rate, pipeline contribution by campaign, and CAC against actual closed revenue — not click-through rates and impression share. If it doesn't connect to a number your CFO cares about, it won't be in the report.
SaaS Google Ads — built around how software actually gets bought.
Software buyers don’t impulse-purchase. They research, compare, trial, involve stakeholders, and evaluate over weeks or months. A Google Ads setup that ignores that reality — optimising for sign-ups without tracking what happens next — is essentially running blind past the moment that matters most.
We build campaigns around your full sales motion: ICP-matched keywords, multi-stage conversion signals, competitor intercept strategies, and attribution windows that reflect your actual deal cycle. The result is a channel that generates pipeline your sales team recognises as real — not a dashboard full of trials that never went anywhere.
Do you recognize yourself?
Your Google Ads generate activity — but your sales team doesn't recognise the leads.
Plenty of trials and demo requests. But when sales picks them up, they’re the wrong size, the wrong industry, or just kicking tyres. The disconnect between ad performance and pipeline quality is the account telling you something is structurally wrong.
You're in a competitive category where CPCs are climbing every quarter.
More players entered your space. Bids went up. Your budget now buys less than it did eighteen months ago. Without a smarter structure — better Quality Scores, tighter targeting, stronger landing page alignment — efficiency will keep eroding.
You've grown organically — but now need paid to scale and don't know where to start.
SEO and word of mouth got you to where you are. Now the board wants predictable pipeline and paid search is the obvious next channel. But setting it up correctly for SaaS is a different discipline from what got you here.
