Bid on pipeline, not on form fills.
Search Ads 360 manages Google and Microsoft search from one place and bids against Floodlight conversions. We run it for B2B SaaS teams who need search tied to demos, SQLs and revenue.
Search Ads 360 in three lines
One place for many engines
Google Ads and Microsoft Advertising managed together.
Run campaigns across engines with shared bulk editing, templates and reporting, instead of rebuilding the same work in each interface.
Bids that use your data
Optimise to Floodlight conversions, not just platform tags.
SA360 bid strategies can use Floodlight conversions and imported offline outcomes, so you can push bids toward SQLs and opportunities.
A neutral reporting layer
Search results sit beside the rest of your stack.
Reporting that lines up with Campaign Manager 360 and GA4, so search is judged on the same basis as everything else.
Where B2B SaaS search accounts leak money
Most B2B SaaS Google Ads accounts are not short on budget. They are long on irrelevant clicks and short on a signal that tells bidding what a good lead is.
Smart Bidding learns from the wrong event
Bidding on any form submit teaches the algorithm to find students, competitors and tyre-kickers. You need the downstream stage fed back.
Broad match without guardrails
Close variants and broad match pull in off-topic intent. Without a maintained negative keyword structure, the spend quietly drifts.
Two engines, two sets of rules
Bing is often cheap, high-intent B2B traffic that is under-managed because it takes twice the work.
Search and social double-count
A prospect clicks a Meta ad, then searches your brand. Both platforms claim the demo and brand search looks like a hero.
What is manual search management costing you?
Bid changes, bulk edits and cross-engine reporting eat hours that Search Ads 360 is built to remove.
Illustrative model on your own inputs. Defaults are placeholders, and anything marked assumption is yours to set. It is not a result we promise.
Search Ads 360 features that matter for SaaS
The Google marketing line is streamlined workflows and smarter bidding. Here is what that means for a B2B SaaS account.
Portfolio bid strategies
Group campaigns under one shared goal.
Set a target across a portfolio of campaigns so budget flows to what converts, instead of each campaign fighting its own small data set.
Cross-engine management
Google and Microsoft in one workflow.
Push structure, ads and bulk changes across engines, and compare them on a like-for-like basis.
Floodlight-based bidding
Use deduplicated conversions to steer bids.
Bid against Floodlight conversions that already account for other channels, which cuts the double-counting problem at the source.
Automation and rules
Scheduled changes, templates and bid adjustments.
Automate the routine (pausing, bid rules, ad copy rollouts) so the strategy time goes into structure, not clicking.
Offline conversion import
Feed CRM stages back to bidding.
Import SQL, opportunity and closed-won outcomes so bidding optimises toward revenue, not leads. This is the single biggest lever for B2B.
Social click tracking
Bring Meta traffic into the same view.
Using click-tracking and Floodlight tagging, social clicks can be measured next to search. Where native sync is not available, we use tracking templates and dual tagging.
How we run Search Ads 360
Rebuild the structure
Group by intent, set a negative keyword architecture and separate brand, competitor and category.
Connect the pipeline
Floodlight tags plus offline imports so bidding sees SQLs and opportunities.
Set bid strategy
Portfolio targets by intent, with guardrails while data builds.
Review search terms weekly
N-gram analysis, negatives and copy tests, reported against pipeline.
One measurement stack, not five disconnected tools
Search Ads 360 works best with clean tags and an ad server that deduplicates.
Proof: Couples Resort, search that stopped leaking
Couples Resort is a luxury all-inclusive resort group we have run paid media for since 2023. Their buying journey is long, high-consideration and expensive to get wrong, which is the same shape as a B2B SaaS pipeline. The measurement stack behind it is the part that transfers.
Negative keywords, in tiers
Search waste was a structure problem, not a bidding problem.
We built a tiered negative keyword architecture (roughly 540 terms) and kept it alive with n-gram analysis of search terms, so budget stopped leaking into irrelevant intent.
Meta reported vs reality
Meta said roughly 50X. The cross-channel view said far less (5 to 7X is an estimate).
Meta self-reported about 50X. Deduplicated in Floodlight through Campaign Manager 360, the real contribution was nearer 5 to 7X (estimate). Still strong, but a very different budget decision.
Year-one ROAS
Blended return in the first year, measured against revenue.
About 30X blended ROAS in year one, then incremental growth every year since. The channel mix: Search Ads 360, Meta via Campaign Manager 360, YouTube and Bing.
- Search Ads 360 managing Google and Bing search
- Roughly 540 negative keywords, tiered, kept current with n-gram analysis
- Search results compared against Meta and YouTube on one deduplicated basis
- Revenue tracked through GA4, so search is judged on return and not clicks
Results are from our work with a single client and are directional, not a promise. The 5 to 7X figure is an estimate. Client approval for naming, imagery and quotes is handled separately.
Questions B2B SaaS teams ask us
Do I need Search Ads 360 or is Google Ads enough?
Google Ads is enough for many B2B SaaS companies. SA360 earns its cost when you run multiple engines, want Floodlight-based bidding or need search reported alongside other channels.
Can SA360 optimise for SQLs and closed-won deals?
Yes, by importing offline conversions and using them in bid strategies. The CRM data has to be matched back to the click, which we set up with you.
Does Search Ads 360 manage Facebook campaigns?
It is primarily a search tool. Social click tracking and reporting can be brought alongside search through Floodlight and tracking templates, but native campaign management for Meta depends on your setup.
How much does Search Ads 360 cost?
It is licensed, often through Google or an authorised partner, and pricing is typically tied to media spend. We help you work out whether the fit makes sense first.
Get search tied to pipeline
We will review your search structure, your conversion signal and tell you plainly whether SA360 is worth it at your spend.
