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 marketing agency
A SaaS marketing agency measured in paying customers, not sign-ups
Sign-ups are easy to buy. Paying customers at a cost your model can carry are not. We run paid campaigns for SaaS companies that optimise for trials that convert, demos that close and a customer acquisition cost that pays back.
In short: A SaaS marketing agency helps software companies acquire and grow customers. As a B2B SaaS marketing agency focused on paid media, Web Zodiac runs Google Ads, Facebook and Instagram ads and ChatGPT ads, connects them to your product and CRM data, and judges every campaign on paying customers, customer acquisition cost and payback.
Channels
SaaS advertising by channel
Each channel reaches buyers at a different point in the evaluation.
Google Ads for SaaS
Capture buyers searching for your category, comparing tools or looking for an alternative to a competitor.
Learn more →Facebook ads for SaaS
Reach users and decision-makers before they search, and retarget trial users and site visitors.
Learn more →ChatGPT ads for SaaS
Appear when buyers ask ChatGPT to recommend or compare software in your category.
Learn more →What is included
What our SaaS marketing covers
Unit economics first
Target CAC and payback from your pricing, churn and trial-to-paid rate.
Product and CRM signals
Trials, activations, demos and paid conversions sent back to the ad platforms.
Comparison and use-case pages
Landing pages for category, competitor and use-case searches.
Revenue reporting
Cost per trial, per activated user, per demo and per paying customer.
How it works
How we run SaaS campaigns
From first click to paid plan.
1
Agree the numbers
We work out what a customer is worth and what you can pay to acquire one.
2
Track the funnel
Trials, activation, demos and payments tracked and sent back to Google and Meta.
3
Scale what pays back
Budget moves to the searches, audiences and ads that bring paying customers.
What is SaaS marketing?
SaaS marketing is how software-as-a-service companies attract, convert and keep subscribers. Unlike a one-off sale, a SaaS customer pays every month or year, so marketing has to bring users who activate, stay and upgrade, not just people who sign up. That changes how you measure every campaign.
What a SaaS marketing agency does
A SaaS marketing agency plans and runs the channels that bring new customers: paid search, paid social, content, SEO, email and, increasingly, AI search. Our focus is paid acquisition: Google Ads, Facebook and Instagram ads and ChatGPT ads, with the tracking and landing pages that make them pay back.
The SaaS metrics we optimise for
| Metric | What it tells you |
|---|---|
| Customer acquisition cost (CAC) | What it costs to win one paying customer |
| Trial-to-paid or demo-to-close rate | Whether ads bring the right users, not just sign-ups |
| Activation rate | How many new users reach the moment they get value |
| CAC payback period | How many months of revenue it takes to recover CAC |
| Lifetime value (LTV) to CAC | Whether growth is profitable over the customer's life |
We report cost per trial and cost per demo, but we optimise towards activated and paying customers, by sending those events back to Google and Meta.
Is SaaS B2B or B2C?
Both. B2B SaaS sells to companies and usually has demos, several decision-makers and longer cycles. B2C or prosumer SaaS sells to individuals, often through self-serve trials and app-store style sign-ups. The channel mix differs: B2B SaaS leans on Google Search, comparison pages and retargeting; B2C SaaS leans more on Meta, video and creative testing. Many products sit in between, with a free plan and a sales-led upgrade.
How much do SaaS companies spend on marketing?
It varies widely with stage, growth goals and how sales-led the product is. Rather than copying a percentage, we set a SaaS marketing budget from unit economics: your average revenue per customer, gross margin, churn and the payback period you can afford. That tells you what CAC you can pay, and therefore how much paid acquisition can profitably buy.
How to choose a SaaS marketing agency
- Do they talk about CAC and payback, or only about clicks and sign-ups?
- Can they send product events back to ad platforms, such as activation and paid conversion?
- Do they build comparison and use-case pages, not just send traffic to the home page?
- Do they understand free trials, freemium and demo-led funnels?
- Can they show SaaS results? See our case studies.
What makes SaaS marketing different from traditional marketing?
| Traditional marketing | SaaS marketing | |
|---|---|---|
| The sale | One purchase | A subscription that must be renewed |
| The goal | Win the order | Win, activate, retain and expand the customer |
| The funnel | Ad, then purchase | Ad, trial or demo, activation, paid plan, upgrade |
| Key metrics | Sales, cost per sale | CAC, payback, churn, lifetime value |
Because revenue arrives over time, SaaS marketing can afford a higher cost per customer than a one-off sale, but only if those customers stay. That is why we optimise campaigns for activated and paying users, not sign-ups.
How to measure SaaS marketing
- Paid acquisition: cost per trial, per activated user, per paying customer, and payback.
- Content marketing: organic sign-ups and demo requests from each article, and assisted conversions in GA4, not just page views.
- Overall: blended CAC across channels compared with lifetime value.
Case studies
All results →Case studies
Real results from client accounts. Client names are kept private.
Organic traffic up 359% in twelve months
+359%organic traffic
6,000+monthly visits
On-page, content and technical fixes, followed by backlinks, grew a US SaaS website to 6,000+ monthly visits within a year.
Questions
Frequently asked questions
What does a SaaS marketing agency do?
It helps software companies acquire and keep customers through channels such as paid search, paid social, content and SEO. Web Zodiac focuses on paid acquisition optimised for paying customers and CAC.
What is SaaS marketing?
Marketing for subscription software, where the goal is users who activate, stay and upgrade, so campaigns are measured on trials, activation, paid conversions and CAC rather than sign-ups alone.
How much does a SaaS marketing agency cost?
Usually a monthly fee, a percentage of ad spend or a mix, on top of ad spend. After the free audit we send a written quote based on the work your account needs.
How do you set a SaaS marketing budget?
From unit economics: revenue per customer, margin, churn and the payback period you can afford. That gives the CAC you can pay and how much spend can profitably scale.
Do you work with B2B and B2C SaaS?
Yes. B2B SaaS usually relies more on Google Search and demos; B2C and prosumer SaaS on Meta creative and self-serve trials. We plan the mix for your model.
Do you do SaaS lead generation?
Yes, for demo-led SaaS we run lead generation campaigns with qualifying forms and CRM feedback, so ad platforms optimise for sales-qualified demos.
What makes SaaS marketing different?
SaaS sells subscriptions, so marketing must win customers who activate, stay and upgrade. It is measured on CAC, payback, churn and lifetime value, not just sales.
Free audit
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