Your funnel isn't a straight line.
Free trial to paid. Freemium to premium. Some users convert in 24 hours, others take weeks. Each funnel type needs different campaign structures, different landing pages and different tracking.
Trusted by PLG SaaS companies
We started getting more signups and clarity about what drives the outcomes. Highly skilled and responsive. Perfect work ethic.
Why SaaS PPC is different
Unit economics decide everything.
If your CPC is $30 and your LTV is $250 with a 2-3% conversion rate, every 100 clicks costs $3,000, and only two or three become paying customers. Your PPC strategy has to start with the numbers, not the keywords.
Signups don't equal revenue.
100 trial signups look good in a report. But if only two convert to paid, something is wrong between signup and activation. Most agencies stop counting at the signup. That's where the real work begins.
Your users have the problem, not you.
All messaging needs to speak to your end users' pain points: the HR managers, project leads and marketing teams who will actually use your product. This means ads, landing pages and CTAs.
What you get
A SaaS PPC account that’s ready to scale
Most accounts hit a wall once spend grows. Wrong structure, wrong data, weak campaigns. We rebuild the architecture so budget can scale without losing efficiency.
More paying customers, not just trials
Trial volume is easy. Trial quality is the bottleneck. We map your best-paying customers back to the keywords and audiences that produced them, then build campaigns to find more like them.
Lower CAC at the same spend
Better targeting. Better ad copy. Better landing pages. Same dollars, more qualified buyers. CAC drops because the dollar works harder, not because we cut volume.
Ads that earn their budget back
We don't optimise for clicks or trials. We optimise for revenue. Every dollar of spend is judged against the paying customers it produces. Campaigns that can't return more than they cost don't run.
What our SaaS PPC agency does
We manage paid advertising across the channels that drive the most trials, activations and paid users for SaaS companies.
Google Ads for SaaS
Captures buyers already searching for what you sell. High-intent and competitor keywords, Performance Max, Demand Gen and Display remarketing, sent to landing pages built to convert.
Microsoft Ads for SaaS
More qualified trials from buyers Google can't reach. Microsoft Ads captures high-intent search Google misses, often at a lower cost per signup.
LinkedIn Ads for SaaS
Reaches your buyers before they start searching. Target by job title, company size and seniority. ABM campaigns for sales-led teams. Thought leadership and document ads for buyers still evaluating.
Meta Ads for SaaS
Best for retargeting and lookalike audiences. Bring back trial users who signed up but didn't activate. Find more people who match your best customers.
YouTube ads for SaaS (via Google Ads)
More trial users who come back and activate. Run through Google Ads, YouTube keeps you top of mind during evaluation and re-engages site visitors.
Built into every channel
Landing pages built around search intent and your users' pain points, plus full click-to-paid tracking. Better pages mean more conversions from the same budget and lower CAC.
Why SaaS teams choose us
We only work with SaaS.
Not SaaS and tech. Not B2B and SaaS. Only SaaS. Every campaign we've run, every playbook we've built. All SaaS. Fewer early mistakes because we've probably seen your exact funnel before.
We know which products to advertise.
Not every feature is worth spending on. We build campaigns around the products and plans that make money, and stop advertising the ones that don't. That's how you lower CAC without cutting volume.
We track what happens after signup.
Most agencies report on trials and stop. We track whether users finish onboarding, add teammates, create their first project, add a credit card and start paying.
We tell you if the numbers don't work.
If PPC won't be profitable at your current price point, we'll tell you within 30 days. You'll know early, and you'll know why.
Senior PPC experts run your account.
Senior PPC experts run your account. No juniors on your campaigns. No account managers relaying messages. You talk to the people building and optimising your campaigns every day.
Swipe right...
Real numbers from our SaaS clients
From kickoff to scale in 6 steps
- 01Understand your product and numbers.
Understand your product and numbers.
We audit your accounts, dig into your LTV, target CAC, and conversion rates so we know what “good” looks like for your business.
- 02Research demand and competition.
Research demand and competition.
We find the high-intent keywords your buyers use and analyse competitor ads and landing pages to find where we can win.
- 03Create a plan around your goals.
Create a plan around your goals.
We set targets for trials, demos, CAC, and revenue. Then we design campaign structures for high-intent, competitor, and branded searches.
- 04Build campaigns, ads, and landing pages.
Build campaigns, ads, and landing pages.
We write ad copy built around your value props, build custom landing pages around your ICP, and set up conversion tracking for trials, demos, and revenue.
- 05Launch and optimise.
Launch and optimise.
We cut irrelevant traffic, test bid strategies, and compare performance by keyword, ad, audience, and page to keep CAC under control.
- 06Scale what works.
Scale what works.
We scale winning campaigns, test new channels and landing pages, and meet regularly to review MRR impact.
Ad spend managed
$8M+
across PLG SaaS clients
Paid customers
500+
delivered monthly
Years in SaaS PPC
10+
PLG-only
What Google Ads for SaaS costs
Fixed monthly management fee. The scope depends on your ad budget, channels, and funnel complexity.
Starter
Up to $20,000/month
From$3,889/month
One to two channels. For companies starting to scale paid acquisition.
Best popular
Growth
$20,000–$50,000/month
From$4,889/month
Full-funnel: paid search, paid social, landing pages, and testing.
Scale
$50,000+/month
Aggressive scaling. Full attribution, weekly optimisation, dedicated strategist.
What's included
- Settings
- Campaign setup
- Ongoing optimization
- Ad copy
- Conversion tracking
- Weekly reporting
- Biweekly calls
- Slack access
WHATS NOT INCLUDED
- Ad spend (paid to platforms)
- Full website development
- CRM setup. We integrate with what you have
The Camel team is expert in SaaS PPC. We always felt we were working with a partner that cared about the results even more than we did!
Do we match?
Work with us if:
- You run a PLG SaaS, your buyer searches Google, and you have product-market fit
- You're spending or planning to spend $5k+/month on Google Ads
- You care about activation and MRR, not signup vanity numbers
- You want the strategist running the account, not an account manager
- You've worked with generalist Google Ads agencies. You're done with broad-match-everything strategies.
Skip us if:
- You expect Google Ads to scale paid users in two weeks
- Your product hasn't found product-market fit yet
- You want a button-pusher who runs Google's recommendations as defaults
Google Ads agency FAQs
We run, optimise and scale Google Ads campaigns for software companies. Search, Performance Max, YouTube and Demand Gen tied to trials, demos, paid plans and MRR.
Our management retainer sits between $3K and $15K per month, scoped to account complexity. Recommended ad spend on top is typically $5K to $15K per month. The free audit ends with a budget recommendation tailored to your unit economics.
Most SaaS accounts see qualified trials and demos inside the first 60 days. Real scale typically arrives in months three and four. We give you a realistic forecast at the 30-day mark, not a guess on day one.
Wasted spend cuts happen in week one. Account structure changes show up within 14 days. Activation-tracked results take 30-60 days because Smart Bidding needs the data. Real scale usually comes between months 2 and 4.
Search for high intent. Performance Max for cross-channel coverage. YouTube for awareness and retargeting. Demand Gen for top of funnel. We pick what fits the budget and the buyer, not all of them by default.
Cost per paying customer. CAC payback period. MRR contribution per campaign. Trial-to-paid rate by source. We don't celebrate impressions or CTR.
We build landing pages aligned to ad groups when needed. It's scoped separately from the management fee. Most clients get more value from page-level conversion optimisation than they realise.
Some SaaS products don't have enough search demand. Some price points don't support the CPCs. We'll tell you within the first 30 days. The audit is yours to keep regardless.
Different jobs entirely. Google catches buyers who are already searching. LinkedIn and Meta build awareness with audiences who haven't searched yet. Most growth-stage PLG SaaS leads with Google, then layers paid social once Google is mature.
Yes. We track demos and SQLs through to closed won, feed those events to Smart Bidding, and prioritise high-ACV keywords. The funnel is different but the principles hold.
We only work with PLG SaaS. We push activation events to Smart Bidding, not signup events. We tell clients when Google Ads stops being the right channel.
Weekly written reports with a one-page summary. Bi-weekly calls. Daily Slack access. The dashboard tracks campaigns by MRR contribution, not impressions.