SaaS PPC Advertising Agency

Egochi manages paid campaigns for B2B SaaS companies, where cost per lead is the most misleading number in the account. A $50 lead can be the cheapest thing you buy or the most expensive, and only your ACV, churn, and close rates can say which. So we structure accounts in intent tiers: category searches that build pipeline slowly, competitor and comparison searches that close fast, and brand defense, because your rivals are already bidding on your name. Bids get priced against LTV and payback, conversion events come from your CRM instead of a thank-you page, and the free-trial or demo question gets answered before the first campaign is built. Plans start at $1,500 monthly, with ad spend separate and reported beside the fee. Start with a free audit of your account.

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What Makes SaaS PPC Different

Four account-level truths we end up fixing in most SaaS ad accounts we inherit.

Cost per lead means nothing without LTV under it

Two campaigns with identical $80 leads can be a great buy and a slow disaster, depending on which one feeds contracts that stick. We set a target CAC from your ACV, churn, and close rates before spending, then judge every tier against payback. It is more arithmetic up front and far less wishful thinking after.

The three intent tiers price and behave differently

Category terms cost the most and convert the slowest, because searchers are early. Competitor and alternative terms are cheaper, hotter, and punished with lower quality scores. Brand terms are pennies and mostly defensive. An account managed as one keyword pile gets managed to an average none of the tiers deserve; we budget each tier on its own payback.

Your brand name is a battleground whether you show up or not

Competitors and review-site listicles bid on your name and sit above your organic result, taxing demand you already earned. Defense costs a fraction of what it protects, and we test incrementality honestly: if nobody is bidding against you in some month, we cut the defense spend and say so.

Trial and demo motions need different plumbing

A free-trial product should train the auction on activated trials; a demo product on qualified meetings from the CRM, uploaded back as offline conversions so the algorithm learns from revenue instead of form fills. Retargeting pools work hardest when organic activity warms them first, the half our SaaS social media marketing service owns.

What's Inside a SaaS PPC Plan

Separate structures per intent tier, with the CRM closing the loop on every one.

Intent-Tiered Search Campaigns

Category, competitor, and brand terms split into their own campaigns with their own budgets, negatives, and payback targets, never blended into an average.
Brand Defense

Coverage on your own name against rivals and affiliate listicles, tested for incrementality so you never pay for clicks organic would have caught free.
Competitor and Comparison Terms

Ads on alternative and versus searches, landing on honest comparison pages instead of a homepage, because that click is days from a decision.
LinkedIn and Paid Social

Account-targeted campaigns for demo-motion products and retargeting for trial motions, sized to a sales cycle measured in months, not sessions.
Landing Pages by Motion

Trial pages that get out of the way and demo pages that carry proof, message-matched to the tier that sent the click.
CAC and Payback Reporting

Offline conversions from the CRM flow back into the platforms, and the monthly report reads in CAC and payback by tier, with fee and spend side by side.

How We Rebuild a SaaS Ad Account

Math and account intake

We take your ACV, churn, and close rates and turn them into a target CAC per tier, then read your search-term reports to mark where the current spend leaks. The leaks are usually specific and fixable.
Conversion plumbing

Tracking gets rebuilt around the event that matters for your motion: activated trials or CRM-qualified meetings, uploaded back as offline conversions so the auction stops chasing form fills.
Tier restructure

Category, competitor, and brand terms get separated into their own campaigns with dedicated budgets and negative lists, so each tier can be judged and funded on its own payback.
Landing page match

Each tier gets a destination built for its buyer: comparison pages for competitor clicks, low-friction signup for trial campaigns, proof-heavy demo pages for the enterprise motion.
Budget by payback

Monthly reviews move spend toward the tiers producing revenue in the CRM, and the report shows the reasoning in CAC terms your finance team can check.

Straight Answers on SaaS PPC

Google Ads never worked for us. Why would it now?

Most failed SaaS accounts share an autopsy: one blended campaign, a form-fill conversion event, homepage landing pages, and reporting in cost per lead. The channel takes the blame for the structure. Rebuilt with tiered campaigns, CRM conversion events, and matched landing pages, the same spend usually reads very differently, and if it still does not, we show you that math and say stop.

Is bidding on competitor names fair game?

Bidding on a competitor term is standard and lawful; using their trademark in your ad copy is where trouble starts, so we do not. The buyers running those searches are actively shopping for options and deserve an honest one. The version that works lands on a factual comparison page; the version that backfires is bait pretending to be the rival.

Can we turn ads off once SEO starts working?

You can shrink them, and the good accounts do. Brand defense usually stays because it protects earned demand cheaply, and paid keeps covering the tiers organic has not won plus new-message testing, which ads do faster than any other channel. The healthy pattern is a shifting mix, not a switch: rented reach funds the transition to owned reach.

What does a realistic first quarter look like?

Month one goes to plumbing and restructure, so judge nothing yet. Month two produces clean cost data per tier and the first CRM-verified conversions. By month three you should know your CAC by tier and which one earns the next dollar. Anyone promising pipeline in week one is guessing with your budget, and in SaaS the sales cycle alone makes that arithmetic impossible.

Common Mistakes to Avoid

Training the auction on form fills when the CRM knows which clicks became revenue, so spend chases volume over value.
Blending category, competitor, and brand terms into one campaign, managed to an average none of them deserve.
Sending competitor-term clicks to the homepage instead of an honest comparison page, paying twice for the bounce.
Leaving your brand undefended while rivals and affiliate listicles bid on it, taxing demand you already earned.
Judging a 90-day sales cycle through a 7-day attribution window, then killing the campaigns that were quietly filling pipeline.

See How Egochi Works

A short look at how our team plans, builds, and reports on client work.

Is This Right for You?

This is for you if

You know your ACV and close rates well enough to set a real target CAC, or you want help getting there.
You have a working trial or demo flow; paid traffic amplifies a conversion path, it cannot invent one.
You already spend on ads and suspect the account structure, not the channel, is what is failing.

This may not be the right fit if

Your ACV cannot survive the click prices in your category; we will show you that math in the audit rather than spend into it.
You want guaranteed pipeline numbers; auctions and sales cycles do not honor guarantees, and we will not invent them.

See the work: PPC case studies · Technology case studies

The Complete B2B SaaS Program

This page is one part of a five-part program. Each piece works alone and works better together.

Common Questions About SaaS PPC

How much does SaaS PPC management cost?

Egochi's SaaS PPC management starts at $1,500 monthly, separate from the ad spend you pay the platforms. Both numbers appear side by side in reporting, so the true CAC is never hidden inside a blended figure. Spend levels depend on your category: SaaS click prices vary from a few dollars to well past fifty.
How much should a SaaS company spend on ads?

Work backward from payback, not forward from a budget. Take your target CAC, multiply by the pipeline you need, and sanity-check it against category click prices and your close rates. If the math demands more than your runway allows, the honest move is narrowing to competitor and brand tiers, where payback is shortest.
Should SaaS companies bid on competitor keywords?

Usually yes, with discipline. Competitor and alternative searches carry the highest purchase intent in the account, and clicks there cost less than category terms. The rules that make it work: never use the rival trademark in ad copy, land the click on a factual comparison page, and accept the lower quality score as the price of hot demand.
What conversion event should SaaS ads track?

The deepest one your volume can support. Free-trial motions should feed activated trials, not raw signups, back to the platform; demo motions should upload CRM-qualified meetings as offline conversions. Form fills alone teach the auction to find people who fill forms, which is how accounts drown in leads sales cannot use.