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Industry PPC · SaaS & Software

SaaS & Software PPC agency

The SaaS and software market is driven by high-intent search behavior — buyers who search for project management software, CRM tools for small business, or accounting software for freelancers are in active evaluation mode, comparing options before committing to a trial or demo. Google Ads in this vertical works best when it meets buyers at each stage of that comparison journey. From bottom-of-funnel purchase-intent searches to mid-funnel research queries, PPC can capture intent across the full decision cycle.

Plans for the USAudit · $297
5.0 on Fiverr Pro · 723 reviewsGoogle Partner$4.4M in ad spend managed a year (USD)

How We Help SaaS & Software Businesses Get More from Google Ads

Your campaigns are built around the searches that drive demo bookings and trial signups — the conversion actions that actually grow your pipeline. We structure campaigns to capture bottom-of-funnel, high-intent queries first, where ROI is clearest, then expand into mid-funnel research terms as budget allows. Match types are managed conservatively: in software, broad match can pull in job seeker queries, tutorial searches, and competitor support terms that consume budget without converting.

Your keyword strategy accounts for the full competitive landscape: branded terms protect your own traffic, competitor terms target buyers in active comparison mode, and category terms capture the broader evaluation search. Bidding is adjusted for device — B2B SaaS converts heavily on desktop during business hours, while SMB and consumer software follows broader device and time patterns.

Start with an account audit — we will show you exactly where your current campaigns can improve.

Our solution

Our solution for

SaaS & Software PPC

ManagementGoogle and Meta, managed →Plans from $590 a month, set by your ad spend.Audit · $297Account audit →A one-off review of your account: a document, a video and a 30-minute call.Tracking · $500Tracking setup →Server-side tracking, Consent Mode and offline conversions from your CRM, where it allows it.
PPC agency

SaaS & Software PPC growth

The most damaging pattern in SaaS PPC is keyword-level mismatch between search intent and conversion action. Campaigns running broad match on software category terms attract job seekers, tutorial hunters, and students researching topics — traffic that looks engaged but has no intent to trial or purchase.

The result is a high click-through rate paired with a low trial-signup rate — a combination that drains budget without building pipeline.

When campaigns are structured around purchase-intent keywords — best-in-category searches, pricing queries, competitor alternative searches — every click arrives from a buyer actively evaluating solutions. Landing pages match the specific query: comparison pages for versus searches, feature pages for capability searches, pricing pages for budget-stage visitors.

Your pipeline fills with prospects who intended to find a solution, not just information. That is the difference between running Google Ads and running SaaS Google Ads.

Why choose us

Why PPC Works for SaaS & Software Businesses

PPC campaign Audit & Setup

SaaS campaigns are typically organized into four distinct types: branded campaigns to protect your own name, competitor campaigns targeting buyers comparing alternatives, category campaigns capturing in-market buyers searching by solution type, and feature-specific campaigns reaching buyers who know exactly what capability they need. Each type has different intent signals and different conversion expectations.

Ad copy is matched to the keyword intent: competitor campaigns lead with differentiation, category campaigns lead with your core value proposition, feature campaigns lead with the specific capability being searched.

Your campaign structure puts the right message in front of buyers at the right stage of their evaluation.

Ongoing PPC Management

B2B SaaS traffic is predominantly desktop and business-hours — decision-makers evaluating software tools are typically at their workstations, not on their phones during commutes. Bid adjustments reflect this pattern: higher bids during peak decision-making windows such as mid-morning and post-lunch, with mobile adjustments calibrated to the lower conversion rate of casual browsing.

For SMB-focused software with broader consumer appeal, device and time patterns are less pronounced, and bidding is more evenly distributed. Geographic targeting is matched to your addressable market — domestic-only, English-speaking markets, or global, depending on your product's scope.

Your bids are set to reach decision-makers when they are actively evaluating — not just browsing.

Conversion Rate Optimization

In SaaS PPC, the primary conversion action is typically a free trial signup or a demo request — the moment a prospect enters your product funnel. Secondary conversion actions include pricing page views, which are a high-intent signal, and content downloads for top-of-funnel campaigns. Each action is tracked separately to reflect its true funnel value.

For longer sales-cycle B2B software, connecting ad platform data to your CRM allows you to track the full path from click to closed deal, which enables smarter bidding decisions based on revenue rather than just conversion volume.

You see which searches drive trial signups and closed deals — not just which ones generate traffic.

Why choose us

What Your SaaS & Software PPC Campaigns Deliver

Lower Cost Per Lead

SaaS campaigns that focus budget on purchase-intent keywords — and aggressively exclude informational, educational, and career-seeking queries — convert at higher rates than campaigns built on broad category terms. The result is a lower cost per trial signup or demo booking, because clicks that arrive without conversion intent are filtered out before they reach your budget.

Smart bidding strategies, calibrated to your actual trial-to-customer conversion rate, automatically allocate more budget toward the queries and audiences most likely to generate revenue — not just the ones that generate the most clicks.

Your budget reaches buyers who are evaluating solutions, not students who are studying them.

Higher Quality Leads

Quality in SaaS PPC means trials and demos from prospects who fit your ideal customer profile — the right company size, industry, and use case. Filtering happens at multiple levels: keyword intent identifies buyers over browsers, ad copy qualification sets expectations that discourage poor-fit clicks, and landing page design guides prospects toward a conversion action that requires genuine interest.

Remarketing audiences — built from past pricing page visitors and trial page visitors who did not convert — recapture warm prospects at a lower cost than cold search traffic, improving overall lead quality across the funnel.

Your pipeline fills with prospects who already understand what you offer and are ready to try it.

Your Data, Your Account

Businesses that do not own their Google Ads accounts often start from scratch when they switch agencies — losing months of conversion data, audience lists, and Quality Score history. In SaaS, where conversion data feeds smart bidding models and remarketing audiences compound in value over time, that data loss can set campaign performance back significantly.

You have full admin access to your account from day one. Your trial signup conversion history, your remarketing audiences built from product page visitors, your Quality Scores — all of it belongs to your business and travels with you regardless of who manages the account.

Your trial data, your remarketing audiences, your Quality Scores — they belong to your software business, not to an agency.

PPC benchmarks

SaaS & Software PPC Costs & Strategy Guide

How Much Does SaaS & Software PPC Cost?

SaaS and software PPC costs vary significantly by category competitiveness — enterprise CRM and cybersecurity keywords attract higher cost-per-click than niche SMB tools. The economics of PPC in this vertical hinge on lifetime value: a customer retained for multiple years changes the acquisition math considerably compared to a one-time purchase model.

Campaigns focused on high-intent, bottom-of-funnel keywords — competitor comparisons, pricing queries, alternative searches — typically deliver the strongest cost-per-acquisition, even when individual click costs are elevated. Broader category terms are more economical per click but convert at lower rates, so budget allocation between intent tiers requires regular review. The key principle: match your budget investment to the lifetime value of the customer segment you are targeting, and optimize toward qualified trials and demos rather than raw traffic volume.

What Google Ads Strategy Works Best for SaaS & Software?

The most effective SaaS PPC strategy layers multiple campaign types: branded campaigns to protect your own search presence, competitor campaigns to capture buyers in active comparison mode, and category campaigns to reach in-market buyers who have not yet identified specific solutions. Each layer serves a different stage of the buyer's decision process.

Search campaigns targeting high-intent queries form the core of most SaaS PPC accounts. Remarketing campaigns can support retention of warm prospects — staying visible to pricing page visitors and trial dropoffs who did not convert on the first session. For B2B software with longer sales cycles, Customer Match targeting allows you to upload CRM lists and bid more aggressively on warm prospects. Landing page alignment is critical: comparison-intent queries should land on differentiation pages, not generic homepages.

How Do You Measure SaaS & Software PPC Success?

The primary KPI in SaaS PPC is cost-per-trial-signup or cost-per-demo-request — the acquisition cost of a prospect entering your product funnel. Secondary metrics include trial-to-paid conversion rate, which assesses lead quality rather than just volume, and ultimately cost-per-new-customer, which connects ad spend to actual revenue.

For longer B2B sales cycles, connecting your Google Ads account to your CRM enables offline conversion tracking — importing closed-deal data back into the ad platform to inform smart bidding. This shift from optimizing toward signups to optimizing toward revenue is one of the highest-impact improvements available in SaaS PPC. Regular search term report reviews identify new negative keywords and opportunities that keep campaigns aligned with actual buyer intent as the market evolves.

Plans · the US

One monthly fee, set by your ad spend

Activation $500 oncetracking included

Start

$590$990/month

1 platform · Google or MetaGoogle + Meta
Ad spend
up to $3,000
New creativesmade by us
Google + Meta only4 a month
Book a call · Start

Growth

$790$1,290/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$3,000 – 10,000
New creativesmade by us
Google + Meta only6 a month
Book a call · Growth

Scale

$1,140$1,940/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$10,000 – 25,000
New creativesmade by us
Google + Meta only8 a month
Book a call · Scale
In every plan
  • Management of campaigns, creatives and budget
  • A monthly report: what changed, what we decided, what we did
  • One call a month, in your time zone
  • Accounts in your name: our access you can revoke
Three-month minimum, then month to month.

ChatGPT Ads: a separate pilot, $250/month, added to a plan. See the pilot →

How we start

From application to first campaigns

  1. Book a 20-minute call.Five questions about your market, spend and platforms, then pick a time.
  2. Call with Matteo.20 minutes on your account. Pick a time in your own time zone.
  3. Activation.In month one we set up the accounts and the tracking. $500, once.
  4. First campaigns.They go live on the new data, with the first creatives of the month.
FAQ

Questions before you book a call.

How do we start?

Book a 20-minute call with Matteo and answer a few questions. If it fits, we agree the plan, then activation: account setup and tracking in month one, first campaigns right after.

What is the activation fee?

$500, once, in the first month. It covers account setup and the tracking setup.

Is there a contract?

A three-month minimum, then month to month.

I only run Google (or only Meta). Can I start with one?

Yes. That is the “1 platform” price on every plan.

Who makes the ads?

We do: 4, 6 or 8 new creatives a month on Google + Meta plans, by tier.

What do I get every month?

Campaign management, a monthly report and one call.

Who owns the ad accounts and the data?

You do, always. Google Ads, Meta, GA4 and the tracking container are in your name. We have access you can revoke; if you leave, everything stays with you.

Do you work in my time zone?

Pick a time in your own time zone when you book. We answer in writing within one working day.

Other industries

Managed on numbers you can check.

Plans for the US