Sign-ups are not pipeline
A free trial from a student in a country you don’t serve is a win to Google and a waste to you. Optimizing to it makes it worse every month.
Great margins, long sales cycles, and $50 clicks. The math only works if you track to revenue.
Most SaaS Google Ads accounts optimize for sign-ups. So Google finds more sign-ups: students, competitors, people in countries you don’t sell to. Marketing hits its MQL number and sales ignores all of it.
We wire your account to the CRM, so Google learns from opportunities and closed-won deals. Then we build campaigns around the searches that actually produce them: competitor terms, category terms, integration terms, and the problem your product fixes.
Recurring revenue, 80%+ gross margins. The upside is real. So is the waste, and here’s where it usually comes from.
A free trial from a student in a country you don’t serve is a win to Google and a waste to you. Optimizing to it makes it worse every month.
“Project management software” costs a fortune and converts like a billboard. The money is in longer, specific searches.
If a deal closes 90 days after the click, and nobody connects them, Google is bidding blind. So is your CFO.
Campaign structure by intent: Competitor and alternatives, integration and “works with”, problem and use-case, category, brand. Each judged on pipeline, not sign-ups.Offline conversion tracking to the CRM: HubSpot, Salesforce, Pipedrive. Opportunities and closed-won flow back to Google and Microsoft, so bidding chases revenue.Microsoft Ads with LinkedIn targeting: Bid by company size, industry and job function. Cheaper clicks and a desk-bound audience.Firmographic and geographic filters: Countries, company sizes and job titles you don’t sell to get cut. Weekly search term reviews for the rest.Examples from saas & b2b software accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
As far down the funnel as your CRM lets us. SQL or opportunity at minimum, closed-won when the volume supports it. MQLs alone are how accounts go wrong.
Usually $10k a month and up, because B2B clicks are expensive and we need enough conversions for bidding to learn. We’ll tell you if your ACV doesn’t support it.
We run Microsoft Ads with LinkedIn profile targeting, which gets much of the benefit at search prices. We don’t manage LinkedIn’s own platform.
Some of the most expensive clicks on Google. We make sure they count.
How we run it →Retainers of $2k to $10k. Clicks that cost real money. Let’s not waste them.
How we run it →Someone just got arrested. They search once. You’re either there or you’re not.
How we run it →Flat-fee work, lots of competition. The math has to be right.
How we run it →Talk to a senior PPC expert who has run saas & b2b software accounts. Never a junior.