A SaaS PPC agency that manages Google Ads to cost per demo, not cost per click
GrowthLine is a SaaS PPC agency for UK B2B software companies: we build and run the Google Ads campaigns, design the landing pages behind them, and track every trial signup and demo request back to what it cost.
The job is pipeline, not traffic — demo requests, qualified trials and opportunities created, at an acquisition cost your unit economics can carry.
SaaS is the purest case of what our lead generation agency work exists for: a website whose only job is to start a sales conversation.
SaaS PPC economics in the UK
This is where an agency page normally prints a benchmarks table, and it is where we won't. SaaS click prices vary too widely by category to publish a single set of figures honestly: a niche vertical tool and a crowded CRM category can sit an order of magnitude apart, and head terms, "x vs y" comparison searches and demo-intent queries each price differently again. One table would be wrong for almost everyone reading it.
What does hold across the category is the shape of the economics: SaaS clicks sit at the expensive end of paid search, which is exactly why this page is managed to cost per demo rather than cost per click. The audit prices your exact category — live click prices for your actual keywords, worked back through your contract value and close rate to the most a demo can cost you — before you commit a pound of spend.
Results, published and sourced
£120k/mo
Recurring contracted work won for a steel fabricator in the first 30 days
Client-reported
£19.97
Cost per lead for a DPF specialist, down from £86.50
Client Google Ads account
~70/mo
Enquiries for a new-start London clinic, from a standing start
Client CRM, 90-day ramp
Every figure is signed off by the client it belongs to. See the case studies
Three ways SaaS accounts burn budget
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MQLs that never become pipeline
The platform optimises to whatever you call a conversion, and a form fill is the easiest thing to buy; signup volume looks healthy while SQLs and revenue stall. We define conversions at the demo and opportunity level and feed closed outcomes back into bidding, so spend follows deals rather than form fills.
optimise to the event that pays
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Broad software keywords with mixed intent
Category head terms pull in students, job-seekers, DIY researchers and companies the wrong size or in the wrong country; broad match spends happily on all of them. Negative-keyword discipline and ad copy that states who the product is for filter the click before it costs anything.
the ad is the first qualifier
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Free trials that mislead Smart Bidding
A trial signup is weeks or months from revenue, so bidding to signups steers budget toward traffic that signs up easily and closes rarely. Stage-based conversion values — imported from your CRM — point the algorithm at the accounts that become customers.
bid on revenue signals, not signups
How we measure it
Cost per demo is reported from the client's own conversion tracking and CRM stages, never from platform estimates; a lead counts when it reconciles with the sales pipeline, and the ongoing search-term, bid and budget discipline behind it is documented on PPC management.
Who we're not for
We're not the right fit for pre-revenue products still searching for an ICP, for self-serve apps priced too low for paid clicks to ever pay back, or for anyone selling baskets rather than conversations — there is no ecommerce service anywhere on this site. Every sector we do cover is on our industries page.
What it costs
Management fee is separate from media spend, which is paid to Google directly and never marked up; most agencies publish no fees at all — ours are published in full: see PPC management pricing.
SaaS PPC agency FAQs
Does PPC work for SaaS companies?
Yes, when the economics are respected: paid search reaches buyers who are actively comparing software, and a SaaS company can afford expensive clicks if contract value and close rate support them. It fails when campaigns are judged on signups alone, because the cheapest signups are rarely the buyers who become revenue. We treat a demo booked or an opportunity created as the conversion, and we cut spend on anything that produces activity without pipeline.
What does a SaaS PPC agency do?
A SaaS PPC agency plans and runs paid search for software companies: keyword and intent mapping around your category, ad copy that qualifies the click before you pay for it, landing pages built for the demo or trial decision, and conversion tracking wired to your CRM stages rather than to raw form fills. The specialist part is the feedback loop — teaching Google's bidding which leads became pipeline. We are not a full-stack SaaS marketing agency: paid search and landing pages only, and the sitemap shows it.
Is £100 a day enough for Google Ads for a SaaS company?
It depends on your click prices and your sales model, and SaaS clicks sit at the expensive end of paid search — a budget that funds a full test for a local trade may buy only a handful of clicks a day in a competitive software category. The honest test is coverage: enough budget to gather decisive data on your highest-intent keywords within a month or two. If a budget can only buy noise, we say so at the audit stage instead of spending it.
What is a good cost per lead for B2B SaaS?
There is no reliable UK benchmark we are willing to print: published SaaS cost-per-lead tables are almost all US-derived or unsourced, and the spread between a self-serve trial and an enterprise demo request makes a single figure meaningless. The usable method is working backwards from your own numbers — contract value, demo-to-customer close rate and target payback on acquisition cost — to set the most a demo can cost you. Our guide to cost per lead benchmarks by UK industry sets out what is reliably known and how to run that calculation.
How long does Google Ads take to work for a SaaS company?
Expect a learning period measured in weeks, then a compounding one: search campaigns need enough conversion data to exit Google's learning phase, and SaaS adds its own lag because a demo booked this month may not become revenue until next quarter. That is why we verify tracking before scaling spend, and judge early performance on leading indicators — qualified demos and what they cost — rather than closed deals. Anyone promising a precise week number for your account is guessing.
Start with the audit
We measure your account, your tracking and your landing pages before either of us commits to anything.