Google Ads and LinkedIn Ads for B2B SaaS: more demos, more pipeline, less wasted spend.
We are a B2B SaaS marketing agency for founders and growth leads. B2B SaaS marketing fails when it's judged on clicks and form fills. We run Google Ads and LinkedIn Ads for SaaS teams around the numbers founders and boards care about: qualified demos, pipeline, customer acquisition cost and payback period.
Free, no obligation, we review your Google listing, ads and website and send the top fixes.
In short
What a SaaS marketing agency should own
A SaaS marketing agency should own pipeline, not vanity metrics. We work as a B2B SaaS PPC agency running SaaS Google Ads on high intent and competitor terms, plus LinkedIn ads for SaaS that reach your exact ICP. Every campaign is measured on SaaS lead generation: demos, trials and revenue.
Challenges & our strategy
What holds b2b saas businesses back, and how we fix it.
Long sales cycles
A click today may become a closed deal months later. We connect ad platforms to your CRM so you can see which campaigns create pipeline, not just leads.
Expensive keywords
Category terms like "CRM software" are costly. We prioritise high intent searches such as comparisons, alternatives, pricing and use case terms.
Reaching decision makers
LinkedIn Ads target by job title, seniority, company size and named accounts, so budget reaches the people who sign contracts.
How to run Google Ads and LinkedIn Ads for a B2B SaaS company
1
Define your ideal customer profile
Write down the company sizes, industries, regions and job titles that close fastest and stay longest. This drives every targeting decision.
2
Set the conversion you'll optimise for
Pick the event closest to revenue you can track reliably, such as a qualified demo or activated trial, and connect it to your CRM.
3
Launch high intent Google Search first
Start with branded, competitor, alternative and comparison keywords. These usually bring the warmest buyers at the most predictable cost.
4
Build LinkedIn audiences around your ICP
Combine job function, seniority and company size, or upload a target account list. Keep audiences large enough for LinkedIn to deliver.
5
Match each campaign to a landing page
Create pages for each keyword theme or audience with a matching message, proof and a short demo or trial form.
6
Retarget engaged accounts
Retarget website visitors and LinkedIn video or post engagers with case style content, product walkthroughs and demo offers.
7
Send CRM outcomes back to the ad platforms
Import SQLs, opportunities and closed deals so Google and LinkedIn bid toward prospects who actually buy.
8
Review by pipeline, then scale
Judge campaigns monthly on cost per SQL, pipeline and CAC payback, then move budget into what creates revenue.
Marketing channels
The channels that bring b2b saas customers.
Google Ads for B2B SaaS: capture buyers who are already looking
Google Search catches people actively looking for a solution. For SaaS that means competitor and alternative keywords ("[competitor] alternative"), comparison terms ("best project management software for agencies"), problem searches and branded searches you need to protect. We split these into separate campaigns with their own bids, ads and landing pages, and add negative keywords for free, open source, jobs, login and tutorial searches that rarely become customers.
LinkedIn Ads for B2B SaaS: create demand with the right accounts
LinkedIn is where you reach buyers before they search. We build audiences from job function, seniority, company size, industry and uploaded target account lists for account based marketing (ABM). Thought leadership posts, short videos, document ads and conversation ads warm accounts up, then retargeting and lead gen forms turn engaged accounts into demos.
How Google Ads and LinkedIn Ads work together
LinkedIn builds awareness with your ideal customer profile; Google captures them when they search for a fix. Retargeting LinkedIn engaged visitors on Google and reporting both channels against the same pipeline data shows the real cost of a sales qualified opportunity, not two separate, inflated lead counts.
Demo focused landing pages
Sending paid traffic to your homepage wastes budget. Each campaign gets a landing page matched to the search or audience: a clear outcome led headline, proof such as product screenshots and integrations, a short demo or trial form, and calendar booking so qualified prospects can pick a time straight away.
Tracking that shows pipeline and CAC
We set up conversion tracking for trials, demo requests and booked meetings, send offline conversions from HubSpot or Salesforce back to Google and LinkedIn, and report cost per SQL, pipeline created and CAC so the platforms optimise toward real buyers.
Free trial, freemium or sales led
This shapes the whole SaaS marketing plan. Product led companies need campaigns tuned for sign ups that activate. Sales led companies need fewer, better demo requests. We set goals, bidding and qualification around your model instead of using one template for every SaaS.
01Is Google Ads or LinkedIn Ads better for B2B SaaS?
They do different jobs. Google Ads captures people already searching for a solution and often produces faster demos. LinkedIn Ads reaches specific job titles and target accounts before they search. Most B2B SaaS companies with a clear ICP get the best results using both.
02How much should a B2B SaaS company spend on paid ads?
It depends on your contract value, sales cycle and target market. A practical approach is a focused test budget on the highest intent campaigns, measuring cost per qualified opportunity, then scaling as payback becomes clear. We suggest a starting budget in the free audit.
03Why is LinkedIn advertising so expensive?
LinkedIn clicks usually cost more than other platforms because you can target precise B2B audiences. The cost is worth judging against deal size: one closed contract can cover a lot of clicks. Strong creative, tight audiences and lead gen forms help lower the cost per lead.
04What is a good cost per demo for SaaS?
There's no single benchmark, because it depends on price point, market and how qualified the demo is. A better question is whether cost per demo fits your CAC and payback targets once close rates are included.
05Should we bid on competitor names?
Competitor and alternative keywords often bring buyers who are ready to switch. They work best with an honest comparison landing page and ads that follow Google's trademark rules.
06How long does it take to see results from SaaS PPC?
Google Search can bring demos within weeks. LinkedIn and pipeline results take longer because of sales cycles; expect a few months to judge real pipeline and CAC.
07Do LinkedIn lead gen forms work for SaaS?
They usually bring more leads at a lower cost than landing pages, but quality can vary. Adding qualifying questions and syncing leads straight to your CRM keeps quality high.
08Can you run account based marketing (ABM) campaigns?
Yes. We upload target account lists to LinkedIn, run tailored ads to those companies and report which accounts engage so your sales team can follow up.
09Which CRMs do you connect with?
Commonly HubSpot, Salesforce and Pipedrive. We use them to track SQLs, opportunities and revenue back to campaigns.
10Do you work with early stage SaaS?
Yes. Early stage teams usually start with high intent Google Search and a narrow LinkedIn test, then scale what proves profitable.
11Do you also handle SaaS SEO?
Yes. As a SaaS SEO agency we build comparison, alternative and use case pages, backed by SaaS content marketing that answers buyer questions. These pages work for both search and paid campaigns, so many clients combine the two.
12What does a SaaS marketing strategy include?
A practical SaaS marketing strategy covers your ICP, positioning, the channels for SaaS demand generation (LinkedIn, Google, content), demo focused pages and tracking that links every channel to pipeline.
13Are you a SaaS PPC agency or a full growth partner?
Both. Many teams hire us as a SaaS PPC agency for SaaS Google Ads and LinkedIn ads for SaaS first, then add SEO and content as a SaaS growth marketing agency once paid search is profitable.
14How is SaaS lead generation different from other B2B lead generation?
SaaS lead generation has to account for trials, product usage and recurring revenue. As a B2B lead generation agency we qualify leads on fit and activation, not just form fills, so sales spends time on accounts likely to convert.
