SaaS PPC agency
Google Ads, LinkedIn and Meta for B2B SaaS with a long sales cycle — built around the conversions your sales team actually closes, fed back to the platforms from your CRM, and written so that every claim in the ad survives review.
Start the Acquisition Audit — $2,500 See how we work
Fixed fee · two weeks · credited in full to your first month
Who this is for
Paid search for B2B software looks easy from the dashboard and hard from the CRM. If your cost per lead looks fine and your pipeline does not, the account is optimising for the wrong thing — and the platform is doing exactly what it was told.
In the US and the UK we work with companies between $1M and $20M ARR. In Kenya, Nigeria, South Africa and Ghana the range is $150K–$5M, and the entry point is the Acquisition Audit, sold standalone. Prices are published.
What actually goes wrong
Smart bidding optimises toward whatever conversion you give it. Give it “demo request submitted” and it will find the people most likely to submit a demo request — including students, competitors and the unqualified — because they are cheaper to reach than buyers.
The cost per lead falls. The account looks healthier every month. Sales stops taking the meetings.
Broad match and automated campaign types can work well for SaaS, but only with a curated negative list and someone reading the search terms every week. Left alone, a category term drifts into jobs, tutorials, free alternatives and the open-source project that shares your product’s name.
That spend never shows up as a problem. It shows up as a slightly worse average, forever.
A buyer who searched “your competitor alternative” or “your category for banks” arrives at a page written for everyone. The question they asked is not answered above the fold, so they leave — and the platform learns that the keyword does not convert, when the page was the problem.
Paid search is only as good as the page it sends people to.
What we actually do
The work is mostly unglamorous: getting the right signal to the platform, cutting spend that will never convert, and building pages that answer the specific search. Here is what that means in practice.
We wire your CRM back to Google Ads so the platform learns from qualified leads, opportunities and closed deals, not just form submissions — with values on each stage so bidding can tell a $60,000 opportunity from a tyre-kicker. The same for LinkedIn and Meta where the volume supports it.
Brand, competitor, category, problem and integration campaigns kept separate, because they convert at different rates and deserve different bids. Budgets set by what each segment returns in pipeline, not by what it returned in clicks last week. How to bid on pipeline when deals close months after the click is in our guide to Google Ads for SaaS.
A living negative keyword list, match-type decisions made on evidence, and automated campaign types run with guardrails rather than trust. This is the least exciting line on the invoice and usually the one that pays for the engagement.
A page for the competitor comparison, a page for the use case, a page for the integration — each answering the search that brought the visitor, each tested. Built with you, and reviewed by whoever signs off claims before it goes live.
LinkedIn reaches buyers by job title and company in a way search cannot, at a cost per click that only works with a clear offer and a tight audience. Meta can work for SaaS retargeting and for some categories on cold traffic. We run the channels your numbers support, and say so when one does not. If LinkedIn is the channel you are weighing, start with our guide to LinkedIn ads for SaaS.
Headlines drawn from sales-call notes and lost-deal reasons rather than from the positioning deck. Every test has a hypothesis written down first, so a result teaches you something even when the variant loses.
The part other agencies skip
Platform policy and your own legal team both reach into paid search. Neither is an obstacle if the account is built with them in mind. Both are expensive if it is not.
“Alternative to” and comparison searches are some of the highest-intent terms in SaaS. Google’s trademark policy is more specific than most teams assume: it does not restrict using a competitor’s trademark as a keyword, but where a trademark owner has filed a complaint it will restrict use of that trademark in the text of an ad from a direct competitor, or in a confusing or misleading way. So the keyword is usually open to you and the headline often is not — and the landing page carries the comparison.
If your software moves, lends or manages money, the ad platforms may treat you as a financial services advertiser even though you think of yourself as a software company. That brings verification requirements in some markets and special ad category rules on Meta. We check this before the first campaign is built. The country-by-country detail is on our fintech PPC page.
| Claim type | What we need before it runs | Typical fix if we do not have it |
|---|---|---|
| Numbers | A source for the figure, and its date | “Cut reconciliation time” rather than “cut it by 80%” |
| Comparisons | A dated, like-for-like comparison page we can link to | Move the comparison from the ad to the landing page |
| Compliance | The certification or report, with scope and date | Name the control, not the outcome |
| Customers | Written permission to use the name or logo | Describe the segment rather than the company |
| Superlatives | Independent evidence, or nothing | Drop it. “Best” rarely wins the click anyway |
How it is measured
Every stage below a form fill is a better signal than the one above it. We measure as far down as your data allows, and we feed that back to the platforms so they bid on it.
| Stage | What it tells you | How we use it |
|---|---|---|
| Form submitted | Someone was interested enough to type | A starting signal only. Never the optimisation target on its own |
| Qualified lead | They fit the profile your sales team agreed | Imported from the CRM as a conversion with a value |
| Opportunity | Sales thinks there is a deal | Imported with a higher value; the stage bidding should chase |
| Closed won | Revenue | Imported where volume allows; reported against spend on your sales cycle |
Google Ads accepts conversions imported from outside the platform — a CRM stage recorded against the click that started it. The plumbing is changing: Google says that from 15 June 2026, offline conversion imports and enhanced conversions for leads uploads move to its Data Manager API and are blocked in the Google Ads API. If your current setup was built on the old route, it is worth checking that it still reports.
Want to see where blended ROAS breaks on your own numbers? The free ROAS calculator puts it next to break-even ROAS and media payback.
The first 90 days
Account and tracking audit, CRM stages mapped to conversions with values, search-term history mined for waste, and a negative list rebuilt from it. Usually the fastest money in the engagement comes from what we stop paying for in the first fortnight. What a full audit checks, and what a free one skips, is in what a real PPC audit covers.
Campaigns split by brand, competitor, category and problem, each pointed at a page that answers its search. Ad copy rewritten from sales-call language and sent through your review in one batch. Bidding moved onto the qualified-lead signal once there is enough of it.
Structured creative and landing-page tests, and a first LinkedIn or Meta test if the numbers support one. We report cost per opportunity by segment and recommend where the next dollar should go — including nowhere, if the answer is that search is saturated.
If you run SEO as well, the two share a keyword map and a set of landing pages: paid search tells you within weeks which messages earn qualified clicks, and SaaS SEO builds the pages that win those searches without a bid.
Proof
Momentum AdWorks is a specialist practice, not a large agency. Everything below is real. Where the work was done in a prior role rather than for Momentum, it says so.
A US fintech’s Google Ads account on a $5k/month budget, with verified lead volume up 60%. Account restructure, conversion and call tracking, negative keywords, creative testing. Prior role, not a Momentum engagement.
One campaign on native Meta lead forms, at about $4.03 a lead; 189 across nine campaigns. Momentum’s own acquisition.
On the first traffic test: 719 landing-page views at $0.03 each. 3,926 across the programme. Momentum’s own campaigns.
Zero ads rejected across a full-funnel Meta programme in financial services. Our own acquisition, run end to end, in one of the most restricted categories the platform has. The discipline that keeps a fintech account live is the same one that keeps a SaaS account’s claims defensible.
Pricing
Fixed monthly fees, published, never a percentage of ad spend. Media is paid by you directly to the platforms.
One channel, run properly — usually Google Ads. Tracking built right, compliance review on everything, and a monthly reporting call. $1M–$3M ARR.
SEO and paid as one motion across Google, LinkedIn and Meta, including restricted-category setup, landing pages built and tested, and pipeline attribution. $3M–$10M ARR.
Everything in Compound at depth: full-funnel paid, multi-market and multi-product, with the compliance workflow built into your review process. $10M–$20M ARR.
Every engagement starts with the Acquisition Audit — $2,500, two weeks, credited to your first month. Full detail and the exclusions are on the pricing page.
Questions
It optimises for a sale that happens months after the click. That means connecting the CRM to the ad platforms, bidding on qualified leads and opportunities rather than form fills, and building competitor, category and integration campaigns that a general account structure does not have.
Enough to generate a few dozen qualified conversions a month, so the platform has something to learn from. The number depends on your cost per click and conversion rate. The free Google Ads cost calculator gives a first estimate, and working it out properly is part of the audit. LinkedIn needs more than Google because its clicks cost more. If the answer is more than you can spend, we would usually recommend fixing tracking and pages first.
Ours starts at a $2,500 Acquisition Audit, credited to your first month, then $3,500 to $12,000 a month depending on ARR band and scope. Ad spend is separate and always paid by you directly to the platform. We never bill a percentage of it.
Usually, yes. Google’s trademark policy does not restrict using a trademark as a keyword. It can restrict using a competitor’s trademark in the ad text if the owner complains. So the keyword is typically available, the headline often is not, and the comparison belongs on the landing page.
Google first when people already search for your category, because intent is already there. LinkedIn when they do not yet, or when the buyer is defined by job title and company size more than by what they type. Many SaaS companies need both, in that order.
Wasted spend usually comes out in the first two to four weeks. Better lead quality shows within one to two months, once bidding is working from a qualified-lead signal. Pipeline impact takes as long as your sales cycle takes.
Read access to the stages and dates that matter, yes, or an export we agree on. Without it we can only optimise to form fills, which is the problem most SaaS accounts already have.
No. You get a named person on the account, and that person does the work. We are small, which is exactly why we gate by ARR and by category.
Next
Two weeks, $2,500, credited against your first month if you continue. You get a paid account and compliance-risk review, a keyword and demand map, a tracking and attribution gap analysis, and a prioritised 90-day plan — yours to execute with us or without us.
Start the Acquisition Audit Tell us what the account is doing
We reply within one working day. If you are outside the range we will say so in a reply rather than in the thirtieth minute of a discovery meeting.