Ahrefs
Semrush
Search Console
Paid search and paid social for software companies, planned around how you actually sell, whether that’s demos, trials or self serve sign ups. We keep budgets on searches and audiences that can buy, connect campaigns to your CRM where possible, and report on qualified pipeline as well as platform numbers.
Why SaaS PPC is different
Most ad platforms only see the first steps. In SaaS, the real result happens weeks or months later, in your product or your CRM. Good PPC management connects the two, so budget follows customers rather than form fills.
Software searches can be competitive, so irrelevant clicks add up quickly.
The person who clicks may not be the one who signs. Messaging and targeting have to reach the buying group.
A lead from this month may close next quarter, so judging campaigns on last week’s numbers misleads.
Students, job seekers and tiny teams can fill a form. A cheaper lead isn’t a better one.
Your model, your goal
A qualified demo is the win for one company, a trial that turns into a paid plan for another. We start by agreeing which conversion actually matters to you, then build campaigns and measurement around it.
Channels
Not every SaaS company should advertise everywhere. The right mix depends on your buyers, sales cycle, budget and how much conversion data you have. Most start with one or two channels and add more once the basics work.
PPC means pay per click, but not every campaign charges per click. Some channels and campaign types charge per impression or other actions, so we look at cost against the outcome, not just the bidding model.
What the service includes
An audit, a strategy project and ongoing management are different engagements. Your written scope says which parts are included, and which need your design, development or sales teams.
Account structure, keywords and search terms, negative keywords, ads, bidding, budgets, audiences, tracking, landing pages and lead quality data where available.
Product and market discovery, ideal customer profile, buying group, competitor ads, keyword and intent mapping, channel choice, budget split and test priorities.
Search campaign structure, keyword selection, search term review, negative keywords, ad testing, bidding and budget changes.
Where they fit your buyers, campaign setup, targeting by role, company or industry, and creative testing.
Product, feature, category, competitor and use case terms sorted by intent, with research queries separated from buying queries.
Messages matched to search intent and real objections, tested against each other, within platform policies and without claims you can’t back up.
Message match, value proposition, call to action, form length, demo and trial flows, mobile use, speed and trust information.
Conversion events defined, tracking checked, analytics and platform settings reviewed, and CRM or offline conversions connected where supported.
Spend and delivery checks, search term review, keyword, bid and budget changes, tests and fixes when tracking breaks.
Spend, clicks, conversions and costs, qualified leads, demos, trials and pipeline where data allows, plus tests and next steps.
Keyword intent
Search terms show what people actually typed before clicking your ad. Reviewing them regularly is one of the most practical ways to cut wasted spend, especially with broader match types that reach related searches.
Example review for an invoice approval product
Measurement
Not every metric is available or useful for every SaaS business. A campaign with fewer leads can be worth more if those leads turn into customers. We agree the measures that fit your model, then report platform numbers and business results separately.
Google Ads can import offline conversions, and enhanced conversions for leads uses hashed first party data from your CRM to report which ad leads went on to become qualified or closed. Similar options exist on other platforms. Where your setup supports it, we use this so bidding and reporting can follow real outcomes.
Tracking is set up to respect consent choices, privacy laws and platform policies, which can mean some conversions aren’t observed. We document those gaps rather than hide them.
Set approval rules per project. Start a free trial.Invoice approvals for agenciesApproval rulesStart free trialThe ad and the page make the same promise, to the same reader.Landing pages
Even well targeted ads waste money when the page doesn’t match the search, buries the call to action or asks for too much. We review every page your ads send traffic to.
How it works
Campaigns can only be as good as the access and feedback behind them. Each step shows what we’ll need from you.
Product, customers, sales process, goals and constraints.
Current campaigns, measurement and conversion paths.
Keywords, audiences, channels and campaign plan.
Campaigns, ads, targeting and measurement built as agreed.
Tracking, ads, pages, budgets and settings checked before and after launch.
Evidence based changes to terms, bids, budgets, ads and tests.
Results, limitations, tests and next steps.
Fees and responsibilities
Management fees and advertising spend are separate. You get a written scope, timeline and price before work starts.
No one can guarantee a cost per click, a number of leads, a lower CAC or profitable campaigns from day one. Campaigns need enough data to learn from, and results depend on much more than the ads. We commit to careful management, clear reasoning and honest reporting.
Our work
Case 01
We designed the product, built the app and the website, then grew it with advanced SEO (including AEO and GEO) and Google Ads.
+38%
quiz completion
1.8s
average page load
~20,000
organic visits a month, from a new domain
Case 02
We took an HR platform from idea to launch: product design, development and a new website, then SEO to bring in users.
+45%
trial signups
−40%
HR admin time
~11,000
organic visits a month, from search
Case 03
This client had outgrown their website builder. We rebuilt it as a SaaS platform with an admin dashboard, automated emails and a new website.
+40%
member engagement
−30%
admin work
50%
faster page loads
Testimonials
Client names are withheld. Each quote comes from a real client and is shown with their company type only.
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Services
This page covers SaaS PPC as a whole. These services focus on one channel each, for teams that already know where their buyers spend time.
Search campaigns that reach people already looking for software like yours, built around buying intent and qualified demos or trials.
Reach buyers by job function, seniority, industry and company size when they’re defined by role rather than by what they search.
Retargeting and prospecting on social feeds, best suited to products with broad audiences or self serve sign ups.
Microsoft Advertising campaigns that extend proven search campaigns, using LinkedIn profile data to adjust bids by company, industry and job function.
Ads in communities where your buyers already discuss their problems, for products with an engaged, specific audience.
Promoted posts around the keywords, topics and conversations your buyers follow, usually run as a small, measured test first.
Audit, strategy, campaign setup and management on channels such as Google Ads, Microsoft Advertising and LinkedIn Ads, keyword and audience work, ad testing, landing page recommendations, conversion tracking and reporting. Your scope sets out which parts apply.
The result you care about usually happens after the click, as a qualified demo, an activated trial or a paid plan. SaaS PPC plans campaigns around that, separates research searches from buying searches, and connects ad data to CRM and product data where possible.
It depends on your buyers, sales cycle, budget and data. Search often comes first because it captures existing demand. LinkedIn suits role based targeting. We recommend channels based on evidence, not on running everything.
Yes. Sales led campaigns usually optimise toward qualified demos and pipeline, product led campaigns toward activated trials and paid conversions. The conversion we optimise for is agreed at the start.
No. Results depend on competition, budget, your product, landing pages, tracking and sales follow up. We don’t promise lead numbers, costs or profitability.
No. Ad spend is paid directly to the platforms from accounts you own. Our management fee covers the work described in your written scope.
We define the conversions that matter, check tracking, and where your CRM and platforms support it, import offline conversions so qualified leads and customers can be tied back to campaigns. We also note what can’t be measured.
Recommendations are part of PPC management. Copy, design, development and testing can be added from our website design and development teams under a separate scope.
Yes. We usually start with an audit of your current account, tracking and landing pages, then agree what to keep, fix or rebuild.
Access to your ad accounts, analytics and tag manager, plus CRM access or reports if we’re measuring qualified leads. Product information, creative assets and sales feedback help too.
Early signs such as search term quality and tracking accuracy show quickly. Pipeline and customer results take longer, especially with long sales cycles. We don’t promise fixed timelines.
PPC can test messages and capture demand quickly, while SEO builds visibility over time. Search term data from ads can inform content, and strong pages help both. We can coordinate the two.
Book a call and tell us about your product, how you sell and what your campaigns do today. We’ll talk through where we’d start, what to measure and what kind of engagement makes sense.
Prefer email? Write to hello@saasassistant.com
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