SaaS PPC Agency: Google Ads That Fill Your Demo Calendar
Lots of SaaS ad accounts get plenty of sign-ups and very few customers. We build Google Ads around the searches that turn into demos and trials, and track every click through to pipeline.
Why SaaS Google Ads often waste money
SaaS companies run into the same problems with paid search:
The wrong searches
Broad keywords bring in students, job seekers and people looking for free tools.
The wrong goal
Campaigns are judged on sign-ups or cost per lead, not on how many become paying customers.
Expensive clicks
Competitor and category keywords cost a lot, so every wasted click hurts.
No link to sales
Ad data and CRM data sit apart, so nobody knows which keywords actually create revenue.
How we run PPC for SaaS
Start with your buyers
We agree your Ideal Prospect Profile and the problems they search for.
High-intent keywords
We focus on searches from people ready to evaluate software: category terms, “alternative to” and comparison searches, and problem searches with buying intent.
Cut the waste
Negative keywords keep out free, job and DIY searches.
Funnels for demos and trials
Ads point to pages built around one action: book a demo or start a trial.
Tracking tied to pipeline
We connect conversions to your CRM so you can see which campaigns create sales opportunities, not just sign-ups.
Improve every month
Budget moves to the keywords and ads that bring qualified pipeline.
What’s included
- Google Ads account set-up or audit of your current account
- Keyword research and campaign structure for B2B software
- Ad copy written by our copywriters
- Demo and trial conversion tracking
- Weekly reporting on pipeline, not just clicks
Want to reach buyers on other platforms too? We run Google, Facebook and Instagram ads aimed at B2B buyers, with LinkedIn-level targeting for less. See digital ad management.
PPC and SEO together
Paid search brings demo requests quickly while organic rankings build. SaaS SEO takes longer but keeps bringing traffic without paying for each click. Many SaaS companies use ads to learn which keywords convert, then go after those keywords with SEO.
Who this is for
- B2B SaaS companies selling to businesses, with a demo or trial as the main call to action
- Teams who want ads judged on pipeline and revenue, not vanity numbers
- Companies whose current Google Ads bring sign-ups that rarely turn into customers
Not a fit: consumer apps, or products sold mainly to individuals. If your buyers aren’t searching yet, outbound lead generation may be a better first step.
What does a SaaS PPC agency do?
It plans, runs and improves paid search campaigns, usually Google Ads, for software companies. A good one judges success on demos, trials that convert and pipeline, not just clicks.
Should SaaS companies bid on competitor keywords?
Often, yes. People searching for a competitor or for alternatives are already looking at software like yours. These clicks can be expensive, so they need a strong comparison page and careful budget limits.
Do you only run Google Ads?
This page covers Google Ads for SaaS. We also run Google, Facebook and Instagram ads aimed at B2B buyers, with LinkedIn-level targeting for less.
Is there a minimum ad budget?
Yes. The minimum ad budget is $1,500 a month. You pay Google and Meta directly for ad spend.
How do you measure success?
By the number of qualified demos, trials that turn into customers and the pipeline your ads create. We connect ad data to your sales data so you can see it.
Get more demos from your ad budget
Book a call and we’ll look at how your Google Ads are set up today and where the budget is leaking. No commitment required.
Book a Call →Risk-free first month on every service