Google Ads, LinkedIn and SEO for B2B and SaaS Companies
For a software or B2B company, a cheap sign up is worthless if it never becomes a paying account. Buyers compare alternatives, read reviews, ask AI assistants for recommendations and involve several stakeholders before they commit. We build paid and organic programmes judged on demos, trials that activate and revenue, not on raw lead counts.
- Free audit
- No long contracts
- Calls and leads tracked
- Plans from $250/mo
Google Ads benchmarks for Business Services. Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians).
Be the first name they see when they are ready to buy.
These are real searches people type when they need a B2B or SaaS company. We build your ads, pages and Google profile around them.
- best crm for small businessHigh intent
- project management software for agenciesHigh intent
- hubspot alternative
- payroll software pricing
- inventory management software demo
- b2b lead generation tool
Why marketing gets expensive for b2b and saas companies
Competitor and category clicks are pricey
Category terms and competitor alternative searches attract every vendor in the space. Winning them profitably needs sharp positioning, strong comparison pages and bidding tied to pipeline, not sign ups.
Lead volume that sales rejects
Campaigns optimised for form fills tend to fill the CRM with students, competitors and very small accounts. Sales loses trust in marketing leads and the ad platform keeps learning from the wrong signal.
Being recommended by AI assistants
Buyers increasingly ask AI tools which software to shortlist. If your product is not described clearly across your site, review platforms and third party content, it may simply be left out of those answers.
How we grow a B2B or SaaS company
Four parts, working together. Each one is run by a specialist and reported on every month.
High intent search and competitor campaigns
Campaigns for category, use case and alternative searches, with offline conversion imports from your CRM so bidding favours demos and opportunities that reach pipeline.
About Google AdsTargeting the buying committee
LinkedIn campaigns by job title, company size and industry, using retargeting and content to warm up decision makers before they search for a solution.
About LinkedIn AdsComparison and use case content
Pages for use cases, integrations and honest comparisons, structured so search engines rank them and AI assistants can understand and cite what your product does and who it is for.
About SEO and AI searchDemo and trial conversion paths
Landing pages built per audience and campaign, with qualifying fields, clear pricing context and a frictionless demo booking flow.
About WebsiteHow b2b and saas companies compare on Google Ads
Your industry against the average of all 23 industries in the WordStream 2025 study. Use it as a starting point; your city and offer will move these numbers.
Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians). Figures in US dollars.
Numbers that show real business, not just clicks
Cost per sales qualified lead
Filters out sign ups sales would never pursue and shows the real cost of pipeline.
Pipeline created from paid
Ties ad spend to opportunity value so budget decisions follow revenue potential.
Trial activation rate
A trial that never uses the product is not a lead; activation predicts paying customers.
Customer acquisition cost payback
Shows how long it takes subscription revenue to recover what was spent to win the account.
Common mistakes in B2B or SaaS company accounts
- Optimising Google Ads to all form submissions, so the algorithm hunts for the cheapest, least qualified sign ups.
- Bidding on competitor names and sending the click to a generic homepage instead of a comparison page.
- Running LinkedIn with broad audiences and no retargeting, then judging it on last click leads alone.
- Never importing CRM outcomes, so nobody knows which keywords produce paying customers.
Questions b2b and saas companies ask us
Still have a question? Talk to our team and get a straight answer.
Talk to a specialistShould a SaaS company start with Google Ads or LinkedIn?
If people already search for your category, start with Google Ads to capture that demand. LinkedIn suits products where buyers do not yet search for the solution, or where you need to reach specific roles at target accounts.
How do you improve lead quality?
We qualify on the landing page, exclude poor fit audiences and feed CRM stages such as sales qualified lead or opportunity back into the ad platforms. Bidding then optimises for the leads your sales team actually wants.
Can you help us appear in AI search recommendations?
We make your product easy for AI systems to understand: clear category and use case pages, consistent descriptions, comparison content and visibility on the third party sites those systems draw from. No one can guarantee inclusion, but these steps improve the odds.
Get a free audit for your B2B or SaaS company
We show you where your budget leaks and what we would fix first. Management from $250 a month.