Google Ads for SaaS Companies
Google Ads for SaaS Companies
Your competitors are bidding on your brand name right now. Google Ads for SaaS companies isn't about blasting generic keywords—it's about capturing high-intent buyers searching for demos, comparisons, and pricing, then nurturing them through a multi-touch B2B sales cycle.
Average CPC
$5-25
Competitor keywords and enterprise terms can reach $50+
Cost Per Demo
$75-400
Varies by ACV—enterprise demos cost more but close bigger
Demo-to-Close Rate
15-30%
High-intent Google traffic converts better than outbound
Our Google Ads Strategy for SaaS Companies
- •Competitor conquesting: bid on "[Competitor] pricing," "[Competitor] alternatives," "[Competitor] reviews"
- •High-intent search campaigns: "[Category] software," "best [solution] for [use case]," "[Tool] demo"
- •Brand defense campaigns preventing competitors from stealing your branded traffic
- •Retargeting funnels: website visitors → case study ads → demo booking ads → free trial offers
- •LinkedIn Ads integration for account-based targeting of enterprise prospects
- •Full-funnel attribution connecting ad spend to closed revenue, not just form fills
Budget Recommendations
Early-stage: $2K-$5K/mo | Growth stage: $5K-$15K/mo | Scale: $15K-$50K/mo
Budget depends on your ACV, target market, and competitive landscape. Early-stage SaaS should focus on high-intent keywords with tight targeting. Growth-stage expands to competitor conquesting and retargeting. Scale-stage adds programmatic display, YouTube, and LinkedIn for full-funnel coverage.
SaaS-Specific Campaign Architecture
Bottom-of-Funnel (60% of budget)
Competitor keywords, pricing/demo queries, category searches with buyer intent. These campaigns drive direct demo requests and trial signups. Highest CPC but highest conversion rate.
Mid-Funnel Retargeting (25% of budget)
Website visitor retargeting with case studies, testimonials, and demo CTAs. Nurture prospects who visited pricing or feature pages but didn't convert. Critical for B2B's long consideration phase.
Top-of-Funnel (15% of budget)
Educational content promotion and awareness campaigns. Builds the remarketing audience that feeds mid-funnel and BOFU campaigns. YouTube pre-roll and display.
Brand Protection (separate budget)
Always-on campaigns defending your branded keywords. If competitors bid on your name, you lose 10-20% of branded clicks without defense. Low CPC, high ROAS.
Key Metrics We Track
Cost per demo | Demo-to-close rate | CAC payback period | Pipeline velocity
SaaS Google Ads success isn't measured in clicks or CTR—it's measured in qualified demos that close. We track the full funnel from ad click to signed contract, including multi-touch attribution across a 30-90 day B2B sales cycle. That's what makes Google advertising for SaaS companies a science, not a guessing game.
Why SaaS Companies Choose Managed Google Ads
SaaS keywords are expensive—$5-25 per click on search, $50+ for competitor and enterprise terms. Without proper campaign management, a SaaS company can burn through $10K+ in a month driving clicks from people researching blog posts, not evaluating software. The difference between profitable and wasteful Google ads for SaaS comes down to intent targeting, landing page optimization, and multi-touch attribution.
We build campaigns that distinguish between researchers and buyers. Someone searching "what is project management" is not the same as someone searching "best project management software for agencies." We only spend your budget on the latter—and track every dollar to pipeline impact.
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Ready to Generate Demos, Not Just Clicks?
Let's build a Google Ads program that fills your demo calendar with qualified buyers—and tracks every dollar to closed revenue.
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