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SaaS PPC optimization

Paid advertising services

Work with a seasoned PPC optimization team and gain actionable insights to power your go to market efforts. Convert more leads, engage the right target audiences, get customized attribution reporting and empower your sales team with quality opportunities.

Start a PPC projectMaster B2B keyword research

The top PPC services for your business

B2B paid advertising services should drive growth, not drain resources. We combine data-driven strategies with your brand vision to create targeted campaigns that deliver measurable results. Our approach pairs thorough keyword research with clear communication, ensuring our project managers align our team’s efforts with your business goals.

  • Google Ads

  • Bing Ads

  • LinkedIn Ads

  • Display advertising

  • Programmatic advertising

  • Google Ads

    While it’s a pillar of success for some, it’s still an unturned stone for many others. Maximize your reach, conversions and revenue with the largest search engine. Our team crafts compelling copy and creatives, optimizes your bids and tracks performance with an ROI-first mindset.

    Scale with Google Ads

  • Bing Ads

    The low-hanging fruit if you’re taking expansion seriously. Tap into a growing audience with Bing Ads, which offers lower competition, more opportunities and room for growth. Let’s craft campaigns that complement your broader paid search strategy.

    Grow faster with Bing Ads

  • LinkedIn Ads

    This business-focused platform is the place to be if you want to reach B2B audiences. Promoted posts, lead gen forms and promoted InMails go a long way, especially if done correctly. Our PPP agency tailors your LinkedIn campaigns to engage decision-makers and champions in your target industries, driving tangible results.

    Target complex audiences with LinkedIn Ads

  • Display advertising

    While being pre-dispositioned as ineffective by different voices, our 7-year-old B2B SaaS playbook on display ads brings consistent results. Eye-catching banners, video content and clever copy are just the tip of the iceberg. We help you reach prospects across websites, apps and platforms where they spend their time.

    Show up in the right places with Display Advertising

  • Programmatic advertising

    An everlasting conversation starter, this type of PPC service is undeniably powerful for scaling brand awareness and visibility. The concept is bringing the hard work you put into your display ad campaigns to the right programmatic platform and monitoring it with intelligence. We help you maximize your budget and scale your campaigns across multiple channels.

    Improve your targeting with Programmatic Advertising

Google Ads

While it’s a pillar of success for some, it’s still an unturned stone for many others. Maximize your reach, conversions and revenue with the largest search engine. Our team crafts compelling copy and creatives, optimizes your bids and tracks performance with an ROI-first mindset.

Scale with Google Ads

Bing Ads

The low-hanging fruit if you’re taking expansion seriously. Tap into a growing audience with Bing Ads, which offers lower competition, more opportunities and room for growth. Let’s craft campaigns that complement your broader paid search strategy.

Grow faster with Bing Ads

LinkedIn Ads

This business-focused platform is the place to be if you want to reach B2B audiences. Promoted posts, lead gen forms and promoted InMails go a long way, especially if done correctly. Our PPP agency tailors your LinkedIn campaigns to engage decision-makers and champions in your target industries, driving tangible results.

Target complex audiences with LinkedIn Ads

Display advertising

While being pre-dispositioned as ineffective by different voices, our 7-year-old B2B SaaS playbook on display ads brings consistent results. Eye-catching banners, video content and clever copy are just the tip of the iceberg. We help you reach prospects across websites, apps and platforms where they spend their time.

Show up in the right places with Display Advertising

Programmatic advertising

An everlasting conversation starter, this type of PPC service is undeniably powerful for scaling brand awareness and visibility. The concept is bringing the hard work you put into your display ad campaigns to the right programmatic platform and monitoring it with intelligence. We help you maximize your budget and scale your campaigns across multiple channels.

Improve your targeting with Programmatic Advertising

Portfolio of B2B paid advertising projects

Our clients are the innovators shaping the future of technology. As paid advertising partners with these industry leaders, we've helped them achieve remarkable success.

See B2B case studies

Our clients are the innovators shaping the future of technology. As paid advertising partners with these industry leaders, we've helped them achieve remarkable success.

FireMon

What started as an SEO-testing technique has evolved into a complete, scalable paid advertising strategy. This cybersecurity leader saw massive returns by leveraging their organic strategy and bidding where it made the most sense.

NeuroFlow

A behavioral health tech company faced constant competitor outspending in an unsolved market gap. We helped them clean up their previous campaign setups and uncover the why behind their stale performance.

Resolver

An enterprise resilience solutions provider was searching for ways to expand their revenue channels. We helped them refine their organic search strategies and apply that knowledge to the PPC landscape.

Use cases for hiring a paid advertising agency

From launching to closing deals, here are the benefits of using comprehensive paid advertising services for your B2B business:

Launch a new product or service

Increase brand awareness

Generate high-quality leads

Improve return on ad spend (ROAS)

Gain a competitive edge

Launch a new product or service

  • Faster market penetration: If you’re struggling to get traction on your GTM strategy, paid ads are the quickest way to gauge market interest. Given that your ICP worksheet is ready and optimized for your landing pages with proper CRO, UX and UI best practices, you may leverage PPC to quickly reach your target audience and generate initial awareness for your new product or service.
  • Targeted campaigns: A new SaaS product launch requires deep research into your persona and ICP. Paid advertising is the tool to test the accuracy of that hard work: hyper-targeted campaigns will reach specific segments of your audience in the right place at the right time.
  • Performance-driven approach: We all know the standards that a new product or service is held accountable to, especially around revenue. While working on the remainder of your strategy, you may use science-backed insights to optimize campaigns and adjust your strategy based on early performance, which will bring in those much-needed early dopamine (opportunity) hits.
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Increase brand awareness

  • Broad reach: When you’re trying to get your name out there, you can’t rely on word-of-mouth referrals or unofficial testimonials. They’re hyper-useful and more likely to convert, but you can’t measure or forecast them. B2B paid advertising combines search, social and display advertising that reaches a wider audience and draws the right users toward your brand across multiple channels.
  • Remarketing campaigns: Like an abandoned shopping cart, your site needs to re-engage users who have previously looked at it or scrolled through critical pages. Re-targeting reminds your prospect about their problem and your solution.
  • Creative storytelling: Some amazing stand-alone products get all the love without much “apparent” effort, but B2B SaaS is a brutal place for most. If you want to stand out from competitors, you need to develop hyper-compelling ad creatives and copy that communicates your value prop efficiently and speaks to your prospects’ pains. People don’t click on just-pretty ads.
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Need help with your brand book?

How to create a company brand book

Generate high-quality leads

  • Focus on intent-driven targeting: “Go for the low-hanging fruit” is a well-known phrase that some are pretty tired to hear, but it’s relevant for a reason: it makes sense. When optimizing campaigns, the key is leveraging your keyword research, audience interests, and search behavior to reach users deeper into their buying journey rather than someone who doesn’t know what they don’t know yet.
  • Lead scoring and segmentation: It’s not rare to get complaints from your sales team around non-leads or feeding them “‘opportunities” just because they clicked on a promoted webinar. You should implement lead-scoring models to segment prospects based on their ad engagement, allowing your sales team to prioritize their efforts.
  • Landing page optimization: Unfortunately, it doesn’t matter how complex and thought-out your targeting and campaign structures are if your prospects don’t like what they see after they click. There are research-backed benchmarks around landing page best practices that should be part of your paid ads process. Optimize for conversions and align with your campaign goals (e.g., awareness, conversions etc.).
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Looking to attract and convert?

Map your B2B buyer journey

Improve return on ad spend (ROAS)

  • Data-driven decision making: You can’t make changes based on “feel” or intuition. The key to improving your ROAS lies in analytics and reporting to track your previous performance. These insights help identify areas for improvement and make data-backed, profitable decisions. You should always watch for underperforming ad groups, just like you should be doubling down on your successes.
  • A/B testing: Like music albums, there are very few campaigns full of hits. You’ll encounter a lot of one-hit wonders, but that’s when conducting A/B tests on different ad variations, landing pages and targeting options comes in handy. They help identify the most effective combinations to boost your conversion rates — a must-have rather than a nice-to-have.
  • Cost-per-acquisition (CPA) optimization: Every optimization decision should answer the question: “Will this lower my customer acquisition cost? Whether adjusting bids, optimizing your landing pages or refining your targeting, you need to focus on improving your campaigns to maintain a steady flow of high-quality leads and conversions.

Gain a competitive edge

  • Outsmart the competition: More often than not, competitors have the right intention in mind but are not doing ads properly. This gap is your chance to use the same idea (if, and only if, it is good) but make it better; your fighting advantage will be consistency, competitive awareness and market intelligence. Analyze your competitor’s PPC campaigns to identify opportunities to differentiate yourself.
  • Rapid Response to market changes: As you know, the B2B SaaS space is ever-changing. Like Bear Grylls would say: “Improvise, adapt, overcome” is the name of the game in PPC optimization. Keep up with changing market conditions, trends, competitor activity and new opportunities to continue extending the gap between you and lackluster attempts at paid advertising.
  • First-mover advantage: Going back to the previous point, early adopters always take the biggest piece of the pie. New advertising technologies and platforms maintain your competitive edge over your competitors, so an “always looking” mindset is fundamental for success here. No one “should” want to be in a Blockbuster situation.

What your B2B SaaS PPC optimization process should look like — a small yet mighty guide

Want to see explosive growth from your B2B SaaS PPC campaigns? This framework, paired with our expert services, reveals the key steps to optimize your strategy and unlock your full potential.

Understand your landscape
Take action
Rinse and repeat
Get familiar with your buyer’s journey
  • It might sound like your typical TOFU, MOFU or BOFU, but it’s way more than that. It’s too easy to disposition a revisit as high-intent, so ask yourself: which pages are they looking at after clicking on your ad? Are they educational? Or are they high-intent pages like comparison or pricing?
  • The buyer’s journey also entails keeping your average sales cycle in mind. Remember that sometimes you may nurture a lead for months — or even years — before it converts or closes. Your sales cycle will influence the realized ROI of your campaigns.
  • After you have clear standards for segmenting your audience into buying stages, organize your ad groups accordingly. For example, you may highlight the benefits of purchasing a product like yours instead of promoting your UVP directly for TOFU.
Analyze what your competitors are doing
  • This step will give you an idea of the effort required to catch up. Even if you’ve optimized the hell out of your landing pages and campaign structures, a competitor that is outspending you will always show up first and more frequently.
  • Knowledge is power in the PPC arena. Compare your CTR, conversion rates and CPC to your competition and ask yourself: what is different? Do they have better copy? Better CRO on their landing pages? Are they spending more?
  • In most instances, you’ll realize that a big spender doesn’t equate to a smart one. There lies the value of being -and staying- aware of competitors’ strengths and weaknesses, as well as your own.
Competitor intelligence research
Do in-depth keyword research
  • This step will set the pace for your entire PPC strategy. A common mistake is going “only” for branded keywords, which tends to limit your reach to people who already know you instead of net new leads. It is understandable to justify a “life support” PPC budget, but a mispractice nonetheless.
  • Go back to step 1 and understand the intent behind each keyword cluster. How are people searching for your product during different stages? Generic keywords are helpful for TOF, while long-tail keywords are leverageable for MOF and BOF.
  • Suppose you have an SEO program in place. In that case, you would benefit massively from testing high-difficulty keywords with a paid campaign first before spending SEO and content resources trying to rank for them organically.
SEO strategy for SaaS
Create scroll-stopping visuals and hyper-appealing copy
  • B2B ad visuals and copy differ from your typical B2C “Free!” or “Buy Now!.” Yes, your visuals and copy should be engaging in a creative way. But they should also focus on the actual solution you offer.
  • Keep in mind your brand book and messaging when coming up with ideas. How do you want to be perceived? Is it clear who you are vs who you are not? Try A/B testing different writing voices and visual styles to appeal to different users.
  • Then there is also staying compliant with Google, meaning not making misleading claims or expectations and using correct grammar, spelling, file types, sizes and image alterations. You should constantly monitor these for any flagging that could be fixed quickly.
How to avoid sloppy copy
Test, test, test
  • Core idea: there is no such thing as a silver bullet. You will likely not succeed the first time, which is okay. That’s why PPC campaign optimization is a full-time job for some.
  • A/B testing should be at the foundation of your campaign structures. Create dedicated campaigns to focus “only” on products, solutions and resources, respectively. Create different ad groups with variations of campaign types, keyword match types, target regions, landing page iterations, resource iterations etc.
  • Another key aspect is targeting. Test demographic, interest and keyword iterations to gauge who is the most receptive to your ads. By the way, all of the above are not one-time activities. They are an ongoing process throughout your entire strategy
Keep testing, then set realistic KPIs
  • After you’ve spent around 60-90 days on pure testing, this is where the fun part kicks in. Now you’ll have proper data to analyze and work with, so you can understand what’s working vs what’s not.
  • Another common mistake is expecting “1,000% growth QoQ,” which some people hear from executives more often than they’d like to. You should manage expectations and aim for incremental improvement, not overnight results.
  • Let’s say your testing reveals an average CTR of 2%. You might set a KPI to increase it to 2.5-3% within the next quarter. These insights set the pace for further iterations (headlines, descriptions, visuals etc.).
Double down or stay away
  • It might be a given, but first, identify your top performers. Look for high CTR (based on industry benchmarks or your own), strong conversion rates, low CPC and overall profitability to double down on these. Refine what you think might give you an additional edge, increase the spend and scale it up.
  • Know when to walk away. Don’t be afraid to pause ad groups, keyword clusters or whole campaigns that are underperforming. Keep in mind that some campaigns might have a slow start but show promise in the future.
  • Pausing or discontinuing a campaign doesn’t mean throwing it away. Most of the time, you can salvage these elements with minor adjustments. Ask: can your ads be re-targeted? Can the copy be rewritten? Can these keywords be used in a different context?
Analyze and report
  • This step is crucial for justifying your strategy’s existence. The purpose is to communicate the value of paid ads to stakeholders who actually sponsor the initiative.
  • Stay away from vanity metrics like clicks or impressions. They’re useful for your paid optimization strategies, but the executive summary of your report should include ROI and profitability-driven metrics like CPA and ROAS. Show how your efforts are contributing to the overarching business objectives like sales or brand awareness.
  • The other fundamental aspect of reporting is: “What are we doing next?” Don’t just present the data; you need to explain what the data means and what steps can be taken to improve performance (actionable insights). Also, a regular cadence for these reports should be established for every B2B SaaS PPC optimization program.
Repeat steps 6, 7 and 8
  • The fundamental aspect of this step is never to go on autopilot. If you’ve dealt with paid ads agencies before, you know that complacency can lead to stagnation, missed opportunities or even declining performance. In order to keep an advantage, it is paramount to understand that there is always room for improvement. Stay proactive.
  • Growth is and will remain a never-ending loop. The B2B SaaS advertisement landscape is in constant flux. Be it user behavior changes, competitor launches, trends or the Google algorithm, these will always keep you on your toes.
  • Learn from mistakes; there is value in iteration. Each cycle of testing, analyzing and reporting helps you build upon previous trial and error, which will inform your next steps.

Productive Shop vs. other PPC agency services

We're not just a PPC agency — we're a growth partner. Our data-driven approach, coupled with deep industry expertise, focuses on long-term, sustainable results, not just remedial fixes. Our team of demand specialists delivers tailored strategies to help you dominate your market and achieve measurable business goals.

Comparison factors

Project management
Industry expertise
Customized approach
Research and innovation
Proactivity
Growth strategy

Productive Shop

Hands-on, contextually experienced project management that provides proactive communication and campaign oversight.
Specialized B2B SaaS expertise that will set the pace for science-backed insights and strategies.
Deeply context-rooted strategies designed around your position compared to that of your competition.
Internal team dedicated to research, ensuring you stay ahead on industry trends and pioneering PPC strategies.
Weekly or biweekly strategy sessions for a two-sided idea intake exercise based on emerging opportunities and/or market shifts.
Focus on building a proper, sustainable and scalable market presence while avoiding remedial, short-term solutions.

search Typical PPC agency

Junior account manager is spread thin across multiple clients, which tends to result in slow response times. They’re “almost” never educated on your industry or context.
Limited marketing experience that lacks education in B2B SaaS nuance and often focuses on B2C practices.
Cookie-cutter campaign strategies that miss out on industry-specific opportunities.
Reactive approach to PPC campaign management, which can result in auto-pilot work once you sign the contract.
Reactive approach to PPC campaign management, which can result in auto-pilot work once you sign the contract.
Often focused on quick-fix, quick-win-type tactics, which sacrifice what could have been a long-term play.

laptop In-house / Freelancer

The PM balances multiple projects and commitments, often resulting in delays and split focus.
Basic understanding of paid search fundamentals often leads to “keeping the lights on” strategies to justify PPC budget.
Basic service packages with minimal overview into their process and lack of customization.
Minimal effort, focusing mainly on task-taking mentalities and client-directed changes.
Minimal effort, focusing mainly on task-taking mentalities and client-directed changes.
Lack of strategic thinking with a reactive instead of proactive approach.

Your agency’s first 90 days as a paid advertising partner

0-30 days

Foundation and cleanup

  • Target market alignment with business goals
  • Customer journey mapping and funnel analysis
  • Critical issues requiring immediate attention
  • Goal setup in GA4 (micro and macro conversions)
  • Custom reporting configurations and automated alerts
  • Setting communication style and reporting cadence
  • Account and campaign restructuring
  • Eliminating red flags (e.g., disapproved ads or policy issues)
30-60 days

Expansion and optimization

  • Full capitalization on branded keywords
  • Scaling existing search campaigns
  • Maximization of Google space (images and copy extension, site links etc.)
  • Quick wins with the highest potential impact
  • Budget reallocation opportunities
  • New keyword opportunities
  • Audience targeting refinements
  • Testing recommendations (ad copy, landing pages, etc.)
60-90 days

Testing and refinement

  • Testing industry/product/service keywords
  • Testing display for retargeting
  • Bid strategy adjustments
  • Quality Score improvement plan
  • ROAS optimization tactics
  • Cost efficiency opportunities
  • Device bid adjustments
  • Ad schedule optimization
  • Ad rotation settings
  • KPI setting and reporting
90+ days

Advanced strategies and ongoing optimization

  • Multi-channel expansion (YouTube ads, discovery ads, programmatic advertising or any other pertinent channel approved by the company)
  • Advanced retargeting testing
  • New campaign types to explore
  • Expansion markets
  • Additional features to implement
  • Automation opportunities

Services you’ll likely want to pair with

Web development

Our proactive web design and development support will ensure your B2B website’s technical SEO performance is in top-notch shape.

Enterprise SEO

Our proprietary methodology will enable you to go after the key phrases your industry cares about the most.

B2B content writing

Our writers will interview your subject experts to create search-optimized editorial content that engages and converts.

FAQs on our B2B paid advertising solutions

Why should I hire you? What makes you unique?

In short, you should hire us as your paid advertising agency if you value challenging the status quo in practice and as an ideal. Our team of B2B SaaS experts is proactive by foundation. We won’t just sit on autopilot waiting for you to give us a task.

We proactively bring new ideas and leave no stone unturned, constantly asking questions and poking holes. This process includes giving your internal team tasks to improve website aspects from a CRO standpoint (landing page optimization, coming up with new ad creatives and copy for A/B testing etc.), UX, UI and informational architecture (IA) perspective, among others.

We believe that the success of every paid advertising project remains in the constant collaboration of a company with its PPC agency partner (along with proper project management on both ends), so we prioritize working with teams that value transparent communication and clear goal setting.

What should my ad spend budget be?

That’s the million-dollar question (sometimes literally). You’ve heard this a thousand times, but there’s no one-size-fits-all answer. It’s dependent on what you’re looking to achieve with your campaigns. Are you aiming for brand awareness or purely conversions?

Think of low-volume keywords — they might not be as sexy for some, but they’re often more cost-effective. High-volume keywords are like prime real estate: everyone wants them, which drives costs higher. Your keyword strategy will dictate your best options.

Another thing to remember is that competitors are also bidding for the same keywords. It’s a bit of a chess match, but staying aware of their spending habits and gaps will also give you an idea of your budget. Your goals also play a crucial role. Are you aiming for 10 leads per week? Per month?

It’s difficult to give a number, but a good benchmark for B2B SaaS companies is in the $10-15K per month range. But again, this is just a starting point. You may need to pivot and adjust your budget based on performance and ongoing research.

Need help with keyword mapping? 👉 Enhance your keyword harvesting process

How much does a Paid Ads program cost?

We determine the price of our paid ads programs based on your monthly spending, not because we charge a percentage of it — unlike many other agencies. Your ad spending tells us how much effort (hours) it will take to optimize your campaigns. We work on a time and material basis, so you only pay for what we deliver.

In general terms, if you had a $10,000 monthly spending budget, the program would cost between $3,500 and $5,500 monthly. But this is dependent on a number of factors, so contact us for a tailored estimate.

Do you provide conversion rate optimization (CRO) services?

Our process for paid advertising services always focuses on conversion rate optimization (CRO). Our B2B SaaS playbook consists of optimizing elements that influence user behavior, including:

    • User experience (UX) design: Changing or suggesting edits to your layout, making more intuitive and engaging user interfaces.
    • A/B testing: Suggesting or creating components to experiment with different design variations and maximize efficiency.
    • Clear calls to action (CTAs): Ensuring that we point the users to contextually relevant desired actions.
    • Mobile optimization: Making sure your website complies with accessibility standards and performs seamlessly across all devices, including mobile.
    • Advanced tracking: Using Looker Studio to plug all your data tracking/attribution sources into one dashboard for executive reporting and day-to-day granular insights.

Will a dedicated project manager be assigned to lead my PPC campaign management project?

Yes, we always assign a dedicated project manager to oversee your projects and campaigns from start to finish. They will be your primary point of contact, ensuring everything stays on track and meets your expectations.

What type of clients do you work with?

We primarily work with US-based B2B SaaS companies, within cybersecurity, LMS, document management and HealthTec industries.

Who will I work with?

You’ll work directly with our experienced project managers and skilled paid search strategists once per week and your project sponsor once monthly. You’ll have monthly Senior Leadership Team (SLT) meetings where you can discuss any bottlenecks, concerns or overall project feedback with the person you talked to during your first call with us.

They will be your primary contacts throughout the PPC optimization project, ensuring smooth communication and accountability.

Where is your team located?

Our B2B paid advertising team is based in Toronto, Canada.

What geographies do you serve with your PPC services?

While our PPC team is based in Toronto, Canada, we exclusively serve US-based clients.

Learn from the top paid advertising consultants

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