50% more clicks in a crowded market
+50%clicks to the website
Moread impressions
Comprehensive keyword research plus Search and Display campaigns raised impressions and drove 50% more clicks, building brand visibility in a competitive space.
SaaS PPC agency
SaaS PPC and Google Ads that bring paying users, not just trials
SaaS search terms are competitive and expensive, and many clicks come from people who will never pay. We build Google Ads accounts around buyer searches and teach Google which trials and demos turn into revenue.
In short: Google Ads for SaaS means search and other Google campaigns aimed at people looking for software, optimised for paying customers rather than sign-ups. As a SaaS PPC agency, Web Zodiac targets category, competitor and use-case searches, builds matching landing pages, imports trial, activation and paid events, and reports cost per paying customer.
What is included
What our SaaS Google Ads management covers
Buyer-intent keywords
Category, comparison, alternative and use-case searches from real evaluators.
Negative keywords
Free, open source, login, jobs, tutorials and other non-buyer searches excluded.
Product event import
Trials, activations and paid conversions sent back to Google Ads.
Comparison pages
Alternative, versus and use-case pages that match each search.
How it works
How we run Google Ads for SaaS
From search to subscription.
1
Map buyer searches
Category, competitor, problem and integration searches, plus the ones to exclude.
2
Track the real outcome
Trial, activation, demo and paid events connected to Google Ads.
3
Bid for revenue
Smart bidding moves towards searches that bring paying customers.
Is Google Ads good for SaaS?
Yes, for software people search for. When someone types "[category] software" or "[competitor] alternative", they are evaluating tools right now. Google Ads puts you in front of them at that moment. It is less effective for products in a brand-new category that nobody searches for yet, where Meta ads and content create the demand first.
SaaS search terms that convert
| Search type | Example | Intent |
|---|---|---|
| Category | "project management software for agencies" | High: comparing options |
| Alternative | "[competitor] alternative" | Very high: ready to switch |
| Versus | "[tool A] vs [tool B]" | High: final shortlist |
| Use case | "how to automate invoice reminders" | Medium: problem-aware |
| Integration | "[tool] integration with Slack" | Medium to high |
Can I bid on competitor brand keywords in Google Ads?
Generally yes. Google lets you bid on competitor names as keywords, and "alternative" and "versus" searches are some of the best converting in SaaS. Using a competitor's trademark in your ad text can be restricted if they have filed a complaint, so we write ads that focus on your strengths, and send the clicks to an honest comparison page.
Negative keywords every SaaS account needs
- Free seekers: free, open source, crack, download (unless you offer a free plan you want to promote).
- Existing users: login, sign in, support, pricing page of your own brand where SEO already ranks.
- Learners and jobs: tutorial, course, certification, jobs, salary.
- Wrong segment: enterprise or personal, depending on who you sell to.
Optimise for paying users, not trials
If Google only sees sign-ups, it finds more people who sign up, including many who never use the product. We send deeper events: activation (the moment a user gets value), demo held and paid conversion, with values. Google then bids more for searches that bring revenue. For demo-led SaaS, we import sales stages from your CRM as offline conversions.
Which Google campaigns suit SaaS?
| Campaign | Use |
|---|---|
| Search | The core: category, competitor and use-case searches |
| Brand Search | Protect your name from competitors bidding on it |
| Remarketing and YouTube | Stay visible to trial users and visitors while they evaluate |
| Performance Max and Demand Gen | Once deep conversion data is flowing |
Case studies
All results →Case studies
Real results from client accounts. Client names are kept private.
1,300+ conversions from about $3,000 of spend
65,000+clicks
1,300+conversions
~$3Kad spend
A lean Google Ads account structured around high-intent searches and accurate conversion tracking. In another account we generated 750+ conversions at under $1.50 each.
Questions
Frequently asked questions
What does a SaaS PPC agency do?
It runs pay-per-click campaigns, mainly Google Ads, for software companies: buyer-intent keywords, comparison pages, product event tracking and bidding for paying customers.
Is Google Ads good for SaaS?
Yes, for software people search for. Category, alternative and versus searches reach buyers who are evaluating tools right now.
Can I bid on competitor names?
Generally yes, as keywords. Using their trademark in ad text can be restricted, so we focus ads on your strengths and send clicks to honest comparison pages.
Why are SaaS clicks expensive?
Because SaaS customers are valuable over their lifetime and many companies compete for the same searches. We focus on cost per paying customer and payback, not cost per click.
Should we optimise for trials or paid conversions?
For paid conversions or activation where possible. Trials alone teach Google to find sign-ups, not buyers. We send deeper events with values.
Do you run Google Ads for B2B SaaS?
Yes. For demo-led B2B SaaS we import qualified demos and closed deals from your CRM so bidding follows pipeline. See also our B2B pages.
How much does a SaaS PPC agency cost?
Usually a monthly fee, a percentage of ad spend or a mix, on top of your ad spend. We send a written quote after the free audit.
How do SEO and PPC work together for SaaS?
PPC shows quickly which keywords bring paying users; SEO then builds lasting rankings for them. Paid ads cover competitive terms while organic pages grow.
How is a SaaS PPC agency different from a general one?
It optimises for activation and paid conversions, builds comparison and alternative pages, and understands trials, freemium and demo-led funnels.
Free audit
Find out what your ad spend is really returning
A free review of your Google Ads, Meta ads and tracking. No obligation.
Get my free audit →