Google Ads, Microsoft Ads, LinkedIn and Meta for SaaS and software companies. Sign-ups are easy to buy and hard to turn into revenue, so the campaigns learn from trials that convert and deals that close.
Live Google Ads data · updated monthly · through September 2026 Google Ads accounts we run, complete months only. Accounts run in GBP; figures converted to USD.
The platforms we work in every day
A free sign-up costs little and proves little. The account is set up so every platform learns from what happens next: activation, a sales call, a paid plan.
Search built around the jobs your software does, the category names buyers use, and comparison and alternative searches. Each ad group lands on a page that matches it, with a trial or demo right beside the answer.
Trial activations, qualified demos and won deals are sent back from your CRM or product data as conversions with values. Google and Microsoft then bid towards accounts that pay, not sign-ups that never log in again.
LinkedIn targets by job title, company size and industry, which suits software sold to teams. Meta can work for products sold to small businesses. Both are tested on pipeline, not on cost per lead.
Software accounts often look efficient in the ad platform and expensive in the finance report. These four gaps usually explain the difference.
When a sign-up is the only conversion, bidding finds people who sign up and never use the product. Importing activation, demo and paid plan events teaches the platforms which users are worth paying for.
People searching for an alternative to a competitor are close to buying. Sending them to the home page wastes that intent. Comparison pages that answer the question honestly turn those clicks into trials.
A sales-led deal can take months. If conversion windows and reporting stop at the default thirty days, campaigns that fill the pipeline look like failures. Windows and reviews are set to your real sales cycle.
Software sold worldwide often runs one campaign everywhere, though costs and deal values differ by market. Markets are split where the data supports it, and budget follows revenue, not clicks.
Measurement first, so the platforms learn from revenue rather than sign-ups. New channels are tested once the data behind them is right.
Conversion actions, sign-up and demo tracking, and how leads reach the CRM checked first.
Activation, qualified demo and won deal events agreed and imported with values.
Problem, category, comparison and brand split, each with a landing page that matches.
New channels tested on the same pipeline goals, with budget moved to what brings paying customers.
Shopping, Search, Meta and TikTok for beauty brands, scaled into peak on profit.
IndustryPPC for haircare and salon brands, with non-brand Search built to beat brand.
IndustryShopping and Meta for fashion and fabric stores, with feeds built on size and colour.
On pipeline and revenue, read over your real sales cycle. Leads are tracked from click to closed deal through your CRM, conversion windows are set to match, and we agree in writing which stages count and when results should be read.
Often worth testing, carefully. Competitor names can usually be used as keywords but not always in ad text, depending on trademark rules. These campaigns need their own budget, honest comparison pages and close watching, because costs can rise quickly.
Yes. For product-led software we track activation and paid upgrades from product data. For sales-led software we import demo, opportunity and won stages from the CRM. Many companies run both, and each motion gets its own goals.
Yes. LinkedIn suits software sold to specific roles and company sizes, and its lead forms can work well. It is rarely the cheapest click, so we test it on qualified pipeline against Google and Microsoft and move budget to whatever closes.
Yes. Some teams keep content, product marketing and lifecycle email in house and use us for paid search, paid social and tracking. We share the account, the CRM data and the reporting, so everyone works from one set of numbers.
Send a short brief about your company. A specialist reads the account with read-only access and replies with the three changes we would make first, yours to keep whether you hire us or not.
We use Google Analytics and Meta Pixel cookies to measure the site and our ads, only if you agree. Our other analytics use no cookies. Cookie policy
Google Ads
Meta Ads
Microsoft Ads
Performance Max
TikTok Ads
Amazon Ads
Merchant Center
LinkedIn Ads
GA4