Google Ads management for B2B SaaS
Google Ads should learn what a good customer looks like.
More conversions do not automatically mean more pipeline.
I manage Google Ads directly and connect search intent, landing pages, conversion signals and available sales feedback so paid search can make better commercial decisions.
For B2B SaaS and sales-assisted companies where lead quality matters more than raw volume.
Google Ads Growth · €1,800/month · Media spend separate
The SaaS paid-search problem
The account can look healthy while the commercial result gets worse.
More conversions. Same pipeline.
Form volume may not mean buyer quality.
Google can find more people willing to complete a form without finding more useful potential customers.
Lower CPL. Worse sales outcomes.
Cheap conversions can hide expensive sales time.
A lower platform cost can coexist with weak commercial fit and wasted follow-up.
Good dashboard. Sales disagrees.
Google Ads and the CRM are telling different stories.
The constraint may sit in intent, pages, tracking, qualification or feedback after the lead.
The problem is often not one bad keyword or bid. Google is receiving incomplete information about which demand is actually valuable.
The difference
I do not manage Google Ads as an isolated advertising account.
The platform can tell us which campaigns create clicks and tracked conversions.
The harder question is which searches and journeys create qualified demos, opportunities and pipeline.
What does the search reveal about intent?
Separate buyer-ready, category, competitor, research and poor-fit demand.
Does the message continue the buyer’s actual problem?
Do not optimise purely for click-through rate.
Does the landing page make the next step credible?
Match intent, answer objections and provide relevant proof.
What is Google being taught to value?
Distinguish generic form activity from meaningful commercial actions.
What happened after the lead?
Use available qualification, opportunity and pipeline evidence to decide what to stop, protect, test or scale.
Selected paid-search evidence
Relevant evidence before a long methodology explanation.
More qualified demos
Selected result over 90 days
Lower customer acquisition cost
Selected result after restructuring
Pipeline added
Selected paid-search/search-growth engagement
More qualified leads
Selected prior engagement
These are selected prior engagements. Metrics are not assigned to a named client unless that attribution is publicly documented. Results vary by market, offer, competition, budget, baseline, pages, tracking, sales follow-up and implementation. Prior outcomes do not guarantee future performance.
The ongoing service
What I actually manage.
Google Ads Growth combines direct account management with the pages and signals that affect paid-search quality.
Strategy and account structure
Campaign architecture, markets, budget priorities and commercial constraints.
Search-intent control
Search terms, keywords, negatives, match types and query-quality review.
Ads and message testing
Offers, promises and ad tests connected to buyer intent.
Landing-page alignment
Message match, proof, objections and conversion paths for paid traffic.
Conversion and CRM signals
Conversion hierarchy, Enhanced Conversions and downstream signal planning where available.
Budget and commercial reporting
Decisions informed by demos, opportunities, economics and available pipeline evidence.
Google Ads Growth
€1,800/month for the published baseline.
Direct Google Ads ownership
€1,800per month
- One Google Ads account
- Agreed priority markets and campaigns
- Direct account management
- Ongoing optimisation and prioritisation
- Landing-page guidance
- Conversion-signal guidance
- Commercial reporting using available downstream evidence
Google Ads media spend is separate and remains in your company’s account.
Your company keeps ownership of the Google Ads account.
Additional accounts, brands, large market expansion, major development or unusually complex data engineering require a separately agreed scope.
When the problem is unclear
You do not always need ongoing management first.
If the account is already being managed but nobody is confident about the real constraint, start with the Google Ads track of the Search Diagnostic.
The diagnostic is optional. If direct Google Ads ownership is clearly the problem, you can start with Google Ads Growth.
50% of the diagnostic fee is credited when the matching ongoing service begins within 30 days.
If Google Ads is not clearly the problem, compare all search services.
€1,500one-time
- Account and search-intent diagnosis
- Landing-page and conversion-signal review
- Prioritised 90-day roadmap
Better evidence makes better decisions
I do not need a perfect CRM. But I need some way to learn what happened after the lead.
Direct CRM access is not mandatory in every engagement. Useful downstream context is.
Qualified-demo definition
What makes a lead commercially useful?
Disqualification reasons
Why does sales reject leads?
Opportunity stages
Which leads progress?
Approximate deal economics
What does useful demand mean financially?
Page and tracking flexibility
Can weak pages or conversion signals be improved?
The stronger the downstream evidence, the more confidently paid-search decisions can move beyond CPL and form volume.
The first 90 days
Diagnose. Fix the strongest constraint. Learn from better outcomes.
Clarify the commercial context.
Clarify ICP, offer, sales motion, current spend, markets, account structure and available downstream evidence.
Prioritise the strongest constraint.
Focus on the issues most likely to improve intent quality, message continuity or conversion signals.
Use better outcomes to refine decisions.
Review qualified outcomes and decide what should be protected, stopped, tested or scaled.
This is a working sequence, not a guaranteed transformation timeline. Sales cycles, conversion volume and implementation speed vary.
Commercial fit
Best for teams where paid search can influence a meaningful sale.
Stronger fit
- B2B SaaS or relevant considered B2B
- Sales-assisted or higher-value funnel
- Google Ads matters commercially
- Qualified demos and opportunities matter more than form volume
- Pages and tracking can improve when necessary
- Sales or CRM feedback can inform decisions
- Senior hands-on ownership is valuable
Weaker fit
- Ecommerce-first acquisition outside the core model
- Cheapest possible lead volume is the main goal
- Only basic PPC maintenance is required
- No useful sales or commercial feedback is available
- Pages and measurement cannot change
- Guaranteed CAC, revenue or immediate scaling is required
Client perspective
What SaaS leaders valued about the work.
“Andrei was one of the key members overseeing paid search campaigns that supplied our sales team with the leads they needed. I would highly recommend him to any SaaS B2B company.”
“It is hard to find good Google Ads consultants, especially deep in B2B SaaS. He found creative solutions and packaged them so we could make fast decisions.”
Google Ads questions
Clear answers before we talk.
How much does Google Ads Growth cost?
Google Ads Growth costs €1,800/month for the published baseline scope. Media spend is separate. Additional accounts, brands, markets or unusually complex implementation require separate scope.
What does Google Ads Growth include?
Direct account management, search-intent control, ad testing, landing-page guidance, conversion and CRM-signal planning, budget decisions and commercial reporting.
Is media spend included?
No. Your company pays media spend directly through its own Google Ads account and retains ownership of the account.
Should we start with Google Ads Growth or the Search Diagnostic?
Start with Google Ads Growth when direct ongoing ownership is clearly needed. Use the Search Diagnostic when the main constraint remains unclear. The diagnostic is optional.
Do you need access to our CRM?
Not always. The work is stronger when qualified demos, opportunities, disqualification reasons or relevant pipeline stages can be reviewed, but direct CRM access is not mandatory in every engagement.
Can you help with GA4, GTM, Enhanced Conversions and offline signals?
Guidance, architecture and agreed implementation can be included. Complex development, CRM engineering or data work may require collaboration with your team or another specialist.
Do you review landing pages?
Yes. Message match, proof, objections and conversion paths for paid traffic are part of the published baseline scope.
How quickly should we expect results?
There is no responsible universal timeline. Structural improvements can happen faster than reliable pipeline learning because sales cycles and conversion volume vary.
Can CAC, pipeline or revenue improvements be guaranteed?
No. Outcomes depend on market, offer, competition, budget, baseline, pages, tracking, sales follow-up and implementation.
Do I need account access ready before the first call?
No. Bring the current Google Ads problem, approximate spend and what sales is seeing. Account access is not normally needed for the first conversation.
Want to understand the thinking first?
Three useful places to go deeper.
Pipeline reporting
Why lead reporting breaks SaaS marketing decisions
How lead-only reporting can push marketing and sales toward different definitions of success.
Read the pipeline articleConversion signals
How to fix Google Ads tracking
How stronger conversion and offline signals can help paid search distinguish useful demand from noise.
Read the tracking guideLanding pages
How to optimise SaaS landing pages
How message match, proof and next-step clarity affect valuable paid-search traffic.
Read the landing-page guideWant to know what happens after you get in touch? See the Contact page.
Start with the Google Ads problem
What is the account telling you that sales does not believe?
Bring the current setup, approximate spend and what happens after the lead.
In 30 minutes, we can clarify the likely constraint and decide whether the sensible next step is Google Ads Growth, a Search Diagnostic or no engagement.
No account access is normally needed for the first conversation.