Google Ads management for B2B SaaS
Make Google Ads learn which leads are actually worth paying for.
I manage Google Ads for B2B SaaS companies and connect search intent, landing pages, conversion signals and available sales feedback so the account can optimise toward better commercial outcomes.
For sales-assisted funnels where qualified demos, opportunities and pipeline matter more than raw form volume.
Where SaaS Google Ads goes wrong
A healthy dashboard can still produce weak pipeline.
The platform sees conversions. Sales sees what happened after them. Those two views need to get closer.
More conversions. Same pipeline.
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 poor fit, low intent and expensive sales follow-up.
Ads and sales tell different stories.
The constraint may sit in intent, landing pages, tracking, qualification or what happens after the lead.
The operating model
Manage the journey, not just the ad account.
Better paid search comes from connecting what the buyer searched for with what happened after the conversion.
Selected paid-search evidence
Paid search should eventually show up in the commercial numbers.
More qualified demos in a selected 90-day engagement.
Lower customer acquisition cost after restructuring.
Pipeline added in selected prior search work.
More qualified leads in a selected prior engagement.
These are selected prior engagements. Results vary by market, offer, competition, budget, baseline, pages, tracking, sales follow-up and implementation. Prior outcomes do not guarantee future performance.
Google Ads Growth
What I actually manage.
The account, the buying intent and the signals that help distinguish a useful lead from a generic conversion.
Account strategy
Campaign structure, budgets, markets and priorities aligned with the commercial goal.
Search-intent control
Search terms, keywords, negatives and match-type decisions focused on useful demand.
Landing-page alignment
Message match, proof, objections and conversion paths for paid-search traffic.
Conversion signals
Conversion hierarchy, Enhanced Conversions and downstream signal planning where available.
Ad and message testing
Test offers and messages against buyer intent, not click-through rate in isolation.
Commercial reporting
Decisions informed by demos, opportunities, economics and available pipeline evidence.
Published baseline
Google Ads Growth
Direct ongoing Google Ads ownership for one account, with landing-page and conversion-signal guidance included.
- One Google Ads account
- Agreed priority markets and campaigns
- Direct account management
- Landing-page and conversion-signal guidance
- Commercial reporting using available downstream evidence
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 ongoing ownership is clearly what you need, start with Google Ads Growth.
- Account and search-intent diagnosis
- Landing-page and signal review
- Prioritised 90-day roadmap
- 50% credited if the matching service starts within 30 days
Better evidence makes better decisions
I do not need a perfect CRM. I do 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 actually progress?
Deal economics
What does useful demand mean financially?
Page flexibility
Can weak pages or tracking be improved?
The first 90 days
Understand. Fix. Learn.
Understand
Clarify the ICP, offer, sales motion, current spend, markets, account structure and available downstream evidence.
Fix the strongest constraint
Prioritise the issues most likely to improve intent quality, message continuity or conversion signals.
Learn from better outcomes
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 considered B2B
- Sales-assisted or higher-value funnel
- Qualified demos matter more than raw lead volume
- Google Ads has a meaningful commercial role
- Pages and tracking can improve when needed
- Sales or CRM feedback can inform decisions
- Senior hands-on ownership is valuable
Probably not the right service
- You mainly need basic PPC maintenance
- The cheapest possible lead volume is the main goal
- No useful sales feedback is available
- Landing pages and measurement cannot change
- You need guaranteed CAC, pipeline or revenue
- You run an eCommerce store and need the dedicated eCommerce service
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.”
Sat Sindhar, Managing Director, Sense
“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.”
Michael Ni, CMO, Openprise
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-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 management 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 guideNext step
What is the account telling you that sales does not believe?
Bring the current setup, approximate spend and what happens after the lead. 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.