Google Ads that book demos, not junk leads.
Our B2B SaaS Google Ads services use intent-tiered campaigns, a maintained negative keyword structure and CRM-based bidding to turn search demand into qualified pipeline.
Google Ads for B2B SaaS in three lines
Organised by intent
Brand, competitor, category and problem terms kept apart.
Each intent tier gets its own budget, message and target, so high-intent spend is never mixed with exploratory spend.
Waste kept out
Negative keywords and search-term review.
On one account we built roughly 540 tiered negative keywords and maintained them with n-gram analysis.
Optimised to pipeline
Feed CRM outcomes back to bidding.
Smart Bidding learns from what you tell it. We tell it about SQLs and opportunities, not just form fills.
Why B2B SaaS Google Ads waste money
Google Ads is the fastest way to reach active buyers, and the fastest way to burn budget.
Broad match, no guardrails
Close variants and broad match pull in students, job seekers and competitors without a negative keyword structure.
Smart Bidding learns the wrong lesson
Optimising to any form fill teaches the algorithm to find cheap leads that never close.
One landing page for everything
Sending every keyword to the homepage wastes intent. Pages need to match the search.
Search is judged alone
Search looks great on last click while social and content created the demand. Budget gets shifted on the wrong evidence.
How much of your Google Ads budget is leaking?
Broad match and thin negative lists quietly spend on searches that will never book a demo. Put a number on it.
Illustrative model on your own inputs. Defaults are placeholders, and anything marked assumption is yours to set. It is not a result we promise.
B2B SaaS Google Ads services
Structure, targeting, bidding and measurement, built for long sales cycles.
Account audit and rebuild
A structure that fits your funnel.
A 20-point audit of Google Ads and Bing, then a rebuild by intent tier.
Keyword and negative strategy
Reach buyers, block the rest.
AI-assisted keyword mining plus a tiered negative architecture reviewed through search-term and n-gram analysis.
Landing pages
Pages matched to search intent.
Intent-matched pages and tests that lift conversion rate. TheHub rose from 2.98% to 8.23%.
Bidding and budgets
Targets by intent and stage.
Smart Bidding strategies with guardrails, adjusted as data builds.
CRM-based optimisation
Offline conversions back to Google.
Import SQL and opportunity outcomes so bidding optimises toward revenue.
Reporting and measurement
Search tied to pipeline.
For multi-channel accounts we add Search Ads 360 and Floodlight tracking.
How we run Google Ads
Audit
Structure, keywords, search terms, tracking and landing pages.
Rebuild
Intent-tiered campaigns, negatives and matched landing pages.
Connect the CRM
Offline conversion import so bidding sees qualified pipeline.
Optimise weekly
Search terms, tests and budget moves, reported on demos and pipeline.
Search works harder alongside the rest of demand generation
SEO builds organic demand, social creates it and measurement shows how they combine.
Proof: Google Ads results from B2B SaaS clients
Search results from companies with long B2B sales cycles.
SEM conversion rate
DigitalBrain, same budget.
A 20-point audit of Google Ads and Bing, AI-powered keyword mining and intent-matched landing pages tripled SEM conversion rates.
Conversion rate
TheHub, with CPC down 25%.
High-intent keywords, layered audiences and Smart Bidding grew demos from 25 to 80 in 5 months.
Negative keywords, in tiers
Couples Resort, search that stopped leaking.
A tiered negative keyword architecture, maintained with n-gram analysis, in a long-consideration category.
- DigitalBrain: SEM conversion rate tripled on the same budget
- TheHub: CPC down 25% while demos tripled
- Couples Resort: tiered negative keyword architecture across search
Results come from individual client engagements and are directional, not a guarantee. Client approval for naming and imagery is handled separately.
Questions B2B SaaS teams ask us
How much should a B2B SaaS company spend on Google Ads?
We recommend a minimum of $5,000 a month in ad spend for meaningful results. Below that, there is too little data for bidding to learn.
How long until Google Ads works for B2B SaaS?
Typically 3 to 6 months to see significant performance improvements, with early signal in the first weeks.
Can Google Ads optimise for SQLs?
Yes, by importing offline conversions from your CRM and using them in bidding. We set that up with you.
Do you manage Bing and Microsoft Ads?
Yes. Bing is often cheaper, high-intent B2B traffic and we manage it alongside Google.
Stop paying for clicks that never close
We will review your account and show you where budget is leaking.
