SaaS

SaaS Ads That Lower CAC

Google Ads, Microsoft Ads, LinkedIn and Meta built around unit economics. Campaigns split by use case and intent stage, judged on CAC and LTV, with SEO in support.

200+
Campaigns managed across B2B and PLG software accounts
$4M+
Ad spend optimised in 2025 as a certified Google Partner
7 Days
From brief to live campaigns with revenue tracking installed

Why Most SaaS Google Ads Campaigns Burn Budget

The failure modes in B2B and SaaS PPC are specific and repeatable. Every one of them is visible in the search terms report within a week, if someone actually looks.

1
Broad match on category terms
Broad match on category keywords sends $20+ clicks to students, job seekers and people hunting free tools. In SaaS, a single week of unmanaged broad match can cost more than a month of proper management.
2
Trial and research intent mixed
No separation between trial intent and research intent means your demo campaigns pay enterprise CPCs for blog readers. Two completely different buyers share one budget, one bid strategy and one landing page.
3
Competitor terms with no argument
Competitor brand campaigns run with no comparison page behind them: expensive clicks, zero conversions. A buyer who clicks your ad on a rival's name needs a switching argument on the page, not a generic homepage.
4
Tracking stops at the form fill
Campaigns optimise toward signups that never activate. Without CRM data flowing back, Google learns to find you the cheapest email address rather than the customer who stays for eighteen months.
5
Free, open source and login queries
"Free", "open source", "login" and "api docs" searches quietly eat 20-30% of spend in accounts nobody audits weekly. These terms drift constantly as the category evolves, so a one-time negative list goes stale in a quarter.
6
One geo, one budget, one CPC assumption
The same keyword can cost $28 in the US and $9 in the Nordics with comparable deal quality. Treating every market as one blended average overspends in expensive geos and underspends where the economics are best.
7
No brand protection
Competitors bid on your brand name whether you like it or not. Without a cheap branded campaign holding the top slot, you pay in lost demos for traffic that had already chosen you.
8
Google is your only channel
The whole budget sits in Google, the most expensive click environment in B2B. Microsoft Ads reaches the same buyers on Bing and can target by LinkedIn company and job function, often for less. One channel means paying top price for every trial.

How We Build Acquisition for SaaS Companies

Six steps, in this order, before and after launch. Campaign strategy comes from your constraints, not from a template.

01
Funnel & Economics Brief
We map your funnel (trial or demo, activation definition, sales cycle length) and your numbers: target CAC, LTV, payback window. Every structural decision that follows is judged against these constraints.
02
Keyword & CPC Analysis Per Intent Stage
A full table of category, competitor, use-case and integration keywords with real CPCs for each market (US, UK, DACH, Nordics) before a dollar is spent. SaaS CPCs vary 3-5× by country; budgets should too.
03
Campaign Architecture By Intent
Separate campaigns for high-intent category terms, competitor comparisons, use-case searches and brand protection, each with its own budget, bid logic and landing page. Structure is where Quality Score is won.
04
Microsoft Ads & LinkedIn Ads
Proven Google campaigns are imported into Microsoft Ads, where LinkedIn profile targeting reaches buyers by company and job function. LinkedIn and Meta then cover the accounts that are not searching yet.
05
Tracking To Revenue, Not Signups
GA4 plus CRM integration, so campaigns see which keywords produce activated users and closed deals. This is the single biggest lever in SaaS accounts, and most agencies never build it.
06
Scale By Cohort Quality
Once CAC holds at target for a keyword group, budget expands into adjacent use cases, new markets, and remarketing across Google, Bing and LinkedIn.

What We Run for SaaS Companies

Every engagement covers the full acquisition stack, not just ad management inside one platform.

✓
Google Search Ads on category and use-case keywords
✓
Competitor and comparison campaigns
✓
Brand protection campaigns
✓
Microsoft Ads with LinkedIn profile targeting
✓
Comparison and alternatives landing pages
✓
SEO and AI search visibility
✓
LinkedIn Ads for enterprise ABM motions
✓
B2B lead generation across Google, Meta and LinkedIn
✓
Landing pages built and tested in-house
✓
GA4 and CRM revenue attribution (HubSpot, Salesforce, Pipedrive)
✓
Weekly search term review and negative keyword hygiene
✓
Monthly strategy call and live reporting dashboard

Why Google, Microsoft and LinkedIn together?

Google Ads tells you within weeks which keywords and messages convert. Microsoft Ads reaches the same buyers on Bing with LinkedIn profile targeting, often at a lower cost per click. LinkedIn and Meta reach accounts before they search. SEO supports all three, so month-18 CAC ends up cheaper than month-3.

Case Study

PilrCX, B2B SaaS marketing platform

Read the full case study
The Challenge
Pilr CX needed a complex SaaS offering to read as a single clear message, and every page of the site to move visitors toward booking a call rather than simply admiring the design.
What We Did
Four decisions turned an expressive brand site into a booking engine.
✓
Message Before Motion
✓
One Funnel Across Every Page
✓
Performance As A Design Constraint
The Result
25%

Lower churn rate in Q3 after improving value proposition clarity and the user journey.

Your Business Should Appear in AI Search

Not Just Google

Search is shifting to AI platforms like ChatGPT and Perplexity. To get recommended, your business needs strong web authority, structured content, and solid trust signals — not just ad spend.

What we do for AI visibility

We ensure your business is recommended by AI, not just ranked. We optimize your Google Business Profile, structure your content for AI extraction, align your brand signals across platforms, and build trusted review signals. You win the calls before customers even hit a traditional search bar.

Faq

Frequently Asked Questions
Do you operate officially?

Yes, we sign a contract before starting work. It outlines all collaboration terms so you can be confident in your guarantees — ensuring security for both parties.

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How does payment work?

At the start, payment is made upfront. However, from the second month onwards, we offer the option to split it into two installments.

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Are there any additional costs?

They might be needed if, for example, extra creatives or website adjustments are required to improve ad performance. But don’t worry — we always discuss any additional costs in advance.

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How do I choose the best service?

We analyze your project, competitors, and goals to determine the most effective promotion strategy tailored to your business.

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How do we track results?

We provide regular reports — usually weekly or even twice a week at the start. We track key metrics like lead volume, cost per lead, and ad profitability (ROI, ROAS), ensuring full transparency.

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Book a Free Strategy Call

30 minutes. No commitment. We review your setup and show you what we would fix.

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