SaaS PPC Agency
SaaS PPC Agency Built for Pipeline, Not Just Sign-Ups
Specialist Google Ads management for SaaS companies, software platforms, and B2B tech businesses. We build campaigns that generate qualified trials, demos, and sales pipeline - not vanity metrics. From self-serve to enterprise funnels, every campaign is measured by revenue impact. Senior specialists only. No contracts.
Companies we've worked with
Rocketseed: All-Time Google Ads Lead Record in 3 Months
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop - the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.
Rebuild window
All-time lead volume
Quality reset
Sector
Visionary Marketing is a UK Google Ads agency for B2B SaaS - Series A through scale-up. Specialisms: full-funnel attribution, LTV:CAC modelling, ABM-aware audience targeting (6sense, Demandbase, Clearbit), CRM-integrated offline conversion tracking, multi-touch attribution. Founder-led delivery. No long-term contracts. Newcastle-based. Working with venture-funded SaaS scaling toward Series B and beyond.
Funnel Spine
The B2B SaaS Funnel, Mapped to Paid Channels
Different funnel stages need different paid channels. Lumping them all into one Google Ads strategy is what produces inflated CAC at scale. Below: the five SaaS funnel stages, the channels we run for each, and the specific metrics we hold our work accountable to at every stage. The shape of your spend should follow this map, not a single-channel default.
TOFU (Awareness)
Best channels: Display retargeting from non-converting visitors, YouTube demand-gen for vertical-specific buyer personas, SEO retargeting via Customer Match.
What we measure: Brand search lift week-over-week (a real awareness metric), view-through to trial, assisted conversions credited within a 90-day attribution window.
MOFU (Research)
Best channels: Google Search broad-modified for solution-aware queries, LinkedIn ABM for known target accounts, content-syndication retargeting via Customer Match.
What we measure: Newsletter signups from branded landing pages, gated content downloads (informed buyers self-identifying), demo bookings from buyers who've already engaged with multiple touches.
BOFU (Decision)
Best channels: Google Search exact match for high-intent commercial queries, branded keywords (defending against competitor conquesting), competitor-conquest campaigns where commercially sensible, retargeting of high-intent page visitors (pricing, comparison, integrations).
What we measure: Demo bookings (calendar-scheduled, not just form-submitted), free-trial starts, direct paid signups from buyers who skipped the demo path.
Activation
Best channels: Onboarding-flow remarketing, behavioural retargeting based on in-product activity, lifecycle-aware Google Ads (different creative for trial day 1 vs trial day 7 vs trial day 14).
What we measure: Free → paid conversion rate, trial-to-customer rate, feature adoption depth (do trials who hit "aha" features convert at materially higher rates).
Expansion
Best channels: Customer-only email integrated with retargeting, Customer Match Lookalike audiences seeded from existing paying customers, account-based retargeting for upsell opportunities.
What we measure: Account expansion ARR (seat expansion, plan upgrades), upsell revenue tied to specific paid touches, advocacy-driven word-of-mouth (NPS-correlated retargeting).
Signature Calculator
Live LTV:CAC and Payback Calculator
Drop in your ACV, gross margin, monthly paid spend, and conversion rates. The calculator outputs CAC, LTV, LTV:CAC ratio, and CAC payback in months - colour-coded against the SaaS health thresholds. The numbers update in real time as you drag sliders, so you can see immediately how a 1pp lift in trial-to-paid conversion or a 2pt margin improvement reshapes your unit economics.
Monthly funnel: 5,714 paid visits → 160 trials → 29 paid customers
LTV:CAC above 3x - your unit economics are healthy, paid spend is profitable at this scale.
Case Studies
Three SaaS PPC Engagements
Three engagements at different SaaS stages. Different ACVs, different funnel motions, different starting points. The discipline is the same - optimise the algorithm against revenue, not form fills.
Series A B2B SaaS, £4M ARR, sales-led
CAC moved from £680 to £315 over 7 months, with no spend reduction. The shift was conversion event: instead of optimising against demo bookings (where 60% of bookings never reached opportunity stage), we routed Salesforce closed-won data back to Google Ads via offline conversion uploads. Smart bidding then optimised against actual revenue. LTV:CAC moved from 1.9x to 4.4x. Demo bookings from paid +148% on the same budget. The board signed off doubling spend the following quarter.
Series B PLG SaaS, £14M ARR
Trial-start volume +220% over 9 months while paid spend stayed flat. The structural change was how we segmented audiences by ICP fit: ABM-grade target accounts got LinkedIn ABM, in-market unknown buyers got Google Search broad-modified, retargeting separated trial-active vs trial-lapsed. Trial-to-paid conversion held at 18%, so paying customers grew with trials. CAC payback came down from 16 months to 9.
Bootstrapped SaaS, £2M ARR, sub-£3k ACV
Tight LTV:CAC discipline (sub-£90 CAC). The trap with low-ACV SaaS is that smart bidding pushes spend toward broad audiences and CAC inflates fast. We held the line by smart-bidding against signed-customer offline conversions, not form fills. The campaign spent £18k/month profitably for 14 consecutive months, generating ~£600k in net-new ARR a year on bootstrap-friendly economics.
Who runs your account
Programmes here are run directly by Chris Coussons.
Founder, Visionary Marketing
Founder of Visionary Marketing. 15+ years in performance marketing including B2B SaaS during Series A and Series B funding rounds. Newcastle-based.
Pricing
SaaS PPC Pricing
Pricing reflects funding stage and product complexity. The mid tier is what most engagements settle into - a Series B SaaS with 2-3 product lines, ABM-aware targeting, CRM-integrated reporting. We don't charge percentage-of-spend. London-based SaaS work uses the same model.
Series A SaaS
From £850 / month, or 10% of ad spend
- ■Single-product, single-ICP focus
- ■Full-funnel paid attribution to demo bookings
- ■HubSpot or Salesforce offline-conversion integration
- ■LTV:CAC reporting in monthly cadence
Not included: Multi-product expansion, ABM data layer, multi-channel attribution beyond Google Ads.
Series B+ multi-product
From £1,500 / month, or 10% of ad spend
- ■Multi-product paid strategy across 2-4 product lines
- ■ABM-aware audience layering (Customer Match + lookalikes)
- ■6sense / Demandbase / Clearbit integration for ICP fit signals
- ■Channel-blended attribution (Google + LinkedIn data co-attribution)
Not included: International market expansion, dedicated weekly cadence.
Scale-up enterprise SaaS
From £2,000 / month, or 10% of ad spend · performance terms available
- ■Multi-product + multi-jurisdiction Google Ads
- ■International market expansion (US, EU, APAC)
- ■Dedicated weekly working session
- ■Board-ready CFO reporting (LTV:CAC, CAC payback, paid-influenced pipeline)
Not included: Programmatic media buy, paid social management beyond LinkedIn ABM strategy advisory.
No long-term contracts. Monthly rolling. 30 days' notice. Quarterly fee reviews against LTV:CAC outcomes - if your LTV:CAC has improved, you've earned a fee review in your favour.
Comparison
SaaS PPC vs General B2B PPC
SaaS paid acquisition has structural differences from general B2B services PPC. Three things shift the playbook. The organic counterpart is SaaS SEO.
Sales cycle. SaaS sales cycles are usually shorter than enterprise B2B services (weeks-to-months for self-serve and SMB SaaS, months-to-quarters for enterprise SaaS, vs months-to-years for traditional B2B services). Paid acquisition delivers measurable ROI faster, which means smart bidding has more conversion data to optimise against and the algorithm reaches efficiency sooner.
Conversion event. SaaS optimises against trial signups or demo bookings - both are leading indicators with measurable downstream conversion to revenue. General B2B services rely on heavily-qualified MQLs that don't always convert; the gap between "form filled" and "customer" is wider, which means smart bidding has noisier feedback. SaaS PPC works because the conversion event is closer to revenue.
Unit economics. SaaS LTV is bounded by churn and expansion (a churning customer caps LTV; an expanding one extends it). B2B services LTV is bounded by retention and contract renewal cycles. The PPC budgeting and CAC tolerance differ accordingly - a SaaS business can sustain a 10-14 month CAC payback because expansion ARR is real; a services business with similar payback and no expansion would be in trouble.
Get a SaaS PPC Audit
A 30-minute audit covering current LTV:CAC vs the calculator above, conversion path attribution gaps, smart-bidding offline-conversion setup, and a 12-month CAC reduction roadmap. No pitch deck, no slide-50 boilerplate - a real conversation with the person who'd run your account.
Book a 30-minute audit →No long-term contract. Monthly rolling. 30 days' notice.
Sound Familiar?
SaaS Ads Problems We Fix Every Week
These are the most common issues we see with SaaS Google Ads accounts.
High CAC Killing Your Unit Economics?
Customer acquisition cost is everything in SaaS. If CAC exceeds your payback period threshold, growth isn't sustainable. Most advertising agencies optimise for sign-ups or demos without understanding the downstream economics. We optimise for CAC relative to LTV - the metric your board actually cares about. Every PPC campaign is built to deliver return.
Sign-Ups That Never Activate?
You're getting trial sign-ups but activation rates are terrible. Google's algorithms optimise for the conversion you tell them to. If that's just a form fill, you'll get form fills - not activated users. We implement multi-step conversion tracking so bidding optimises for activated trials, not just registrations. This is what separates specialist SaaS advertising from generic PPC.
Can't Separate Self-Serve from Enterprise?
Self-serve users searching 'free project management tool' and enterprise buyers searching 'enterprise project management platform' need completely different PPC campaigns, landing pages, and bid strategies. Mixing them kills efficiency. We build separate advertising funnels for each.
Competitor Keywords Burning Budget?
Bidding on competitor brand names is standard SaaS advertising strategy, but it only works if the landing page, offer, and ad copy are specifically designed for competitive switching. Generic landing pages on competitor campaigns waste budget. We build dedicated competitive capture experiences that deliver real return.
No Pipeline Visibility from Ads?
You know Google Ads generated 50 demos this month but you can't tell which of those became qualified pipeline, won deals, or churned in month one. Without CRM integration and pipeline attribution, SaaS companies are making budget decisions on incomplete data. We connect your advertising to your pipeline.
PMax Generating Low-Quality Leads?
Performance Max for SaaS without proper audience signals floods your pipeline with students, job seekers, and small companies that will never convert. We configure PMax with ICP-specific audience signals, proper geographic constraints, and conversion goals aligned to pipeline quality across search and display.
Our Approach
We Don't Just Generate Leads. We Build Your Pipeline.
What separates generic PPC from SaaS-specialist campaign management.
Pipeline Over MQLs
Most PPC advertising agencies celebrate MQLs and demo requests. We care about what happens next. Which PPC campaigns generate SQLs? Which keywords produce deals that close?
We implement CRM integration (HubSpot, Salesforce, Pipedrive) so every lead's journey from ad click to closed deal is visible. Budget flows to what generates return.
Multi-Step Conversion Architecture
A free trial sign-up is not a customer. We track the full SaaS funnel - sign-up, activation, first value event, paid conversion, and expansion.
Google's bidding algorithms then optimise for activated users or qualified pipeline, not just top-of-funnel volume. This single change typically reduces effective CAC by 30-50%.
Self-Serve vs Enterprise Separation
SMB self-serve and enterprise sales-led funnels are completely different businesses with different economics. SaaS companies need advertising strategies that reflect this.
We build separate campaign structures, landing pages, and bid strategies for each. Self-serve campaigns optimise for trial-to-paid conversion. Enterprise campaigns optimise for demo-to-SQL conversion. Mixing them destroys efficiency.
Competitive Intelligence
Every SaaS company competes for the same keywords. We monitor competitor advertising copy, landing pages, and bidding strategies weekly.
When a competitor launches a new PPC campaign or changes their offer, we know - and we respond. Competitor brand campaigns, comparison landing pages, and switching incentive campaigns are all part of the playbook.
Services
Google Ads for Every SaaS Growth Model
Dedicated campaigns for every stage of your SaaS funnel.
Google Search for SaaS
High-intent keyword targeting across problem-aware, solution-aware, and product-aware stages. 'Best CRM software', 'alternative to [competitor]', 'project management tool for teams' - each intent level targeted with a dedicated PPC campaign and advertising strategy.
Competitor Capture Campaigns
Dedicated PPC advertising campaigns targeting competitor brand names with comparison-focused landing pages and switching incentives. Not just bidding on names - building conversion experiences designed for competitive switchers.
Performance Max for SaaS
PMax configured with ICP audience signals, firmographic targeting, and conversion goals aligned to pipeline quality. Broader reach across search and display without quality sacrifice.
Demo & Trial Generation
PPC campaigns optimised specifically for demo bookings or free trial activations - depending on your sales model. Landing page strategy, offer testing, and CTA optimisation included.
Remarketing for SaaS Funnels
Multi-stage remarketing across display and search - trial users who haven't activated, demo no-shows, free-to-paid nudges, and expansion/upsell campaigns for existing users. Every stage of the SaaS funnel retargeted.
International Expansion
Multi-market PPC advertising campaigns for SaaS companies expanding globally. Localised ad copy, currency-specific landing pages, and market-level budget allocation.
Our Process
How We Build Your SaaS Campaigns
SaaS Account Audit
Review of current campaigns, conversion tracking depth, CRM integration, competitive landscape, and CAC/LTV metrics. Every inefficiency documented.
Pipeline Tracking Setup
Multi-step conversion tracking - sign-up, activation, qualified lead, opportunity, closed deal. CRM integration (HubSpot, Salesforce, Pipedrive) for full pipeline attribution. Google's algorithms optimise for revenue, not form fills.
Funnel-Specific Campaign Architecture
Self-serve vs enterprise separated. Problem-aware, solution-aware, and product-aware keyword campaigns. Competitor brand campaigns. Remarketing sequences per funnel stage.
Bid Strategy by Pipeline Value
Bid strategies calibrated to deal value by segment. Enterprise campaigns with high ACV get premium bids. Self-serve with lower LTV gets efficient CPAs. Budget follows revenue potential.
Continuous Optimisation
Weekly - pipeline quality review, search term analysis, competitive monitoring, ad copy and landing page testing, and bid adjustments based on downstream conversion data.
Scale & Expand
New markets, new product lines, expanded keyword coverage, and increased budgets. Every expansion validated by pipeline ROI.
What's Included
Everything Included in Your SaaS Campaign
Campaign Management
- Google Search campaigns (problem/solution/product aware)
- Competitor capture campaigns
- Performance Max with ICP targeting
- Demo/trial generation campaigns
- Multi-stage remarketing sequences
- Bid strategy by deal value
- Ad copy writing & A/B testing
- Competitor monitoring & response
SaaS-Specific Setup
- Multi-step conversion tracking (sign-up → activation → deal)
- CRM integration (HubSpot, Salesforce, Pipedrive)
- Offline conversion imports for pipeline attribution
- CAC/LTV reporting by campaign
- Self-serve vs enterprise funnel separation
- Landing page strategy & recommendations
- Monthly reporting with pipeline metrics
- Direct access to your SaaS PPC specialist
Average CAC Reduction in First 90 Days
Pipeline Generated Per £1 Ad Spend
Improvement in Lead-to-SQL Rate
Long-Term Contracts
Scaling LA Design Concepts ~15x on Google Ads - While Doubling ROAS
Frank K's US luxury fabrics & wallpaper retailer was stuck on a default Performance Max setup. We rebuilt the shopping engine across four pillars - feed segmentation, campaign architecture, audience signals, and category-economics bidding - scaling monthly revenue ~15x while ROAS roughly doubled.
Revenue growth
ROAS lift
Spend grown
Engagement window
Why Us
What Sets Us Apart
Pipeline Focus
We measure pipeline and return on investment, not MQLs. Budget decisions based on deal data, not vanity metrics.
CRM Integration
HubSpot, Salesforce, Pipedrive connected. Full visibility from click to close across every PPC campaign.
Multi-Step Tracking
Sign-up → activation → qualified → closed. Google optimises for return, not form fills.
Self-Serve + Enterprise
Separate advertising funnels. Different economics. Managed appropriately for SaaS companies at every stage.
No Contracts
Month-to-month. Scale or pause whenever you want.
Google Ads Specialists
Senior specialists only. 5+ years SaaS PPC advertising experience minimum.
Competitor Intelligence
Weekly monitoring. Competitive capture campaigns. Switching experiences.
Direct Access
Senior specialist assigned. No layers. No junior coordinators. Direct communication.
FAQ
Frequently Asked Questions
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Related Services
Related Services
Start Here
Your Revenue. Our Obsession.
Tell us about your business and we'll show you exactly where the opportunities are - no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included
Last reviewed: by Chris Coussons, Founder.