SaaS marketing agency UK

Google & Meta Ads for UK SaaS, tracked to closed-won and retained ARR, not MQLs.

PLG, sales-led or hybrid: we wire your CRM stages, closed-won ACV and 90-day retention back into Google and Meta, so the platforms bid for customers who pay and stay.

  • Trial and demo quality scored in the CRM and pushed back as offline conversions before budget chases free-plan sign-ups.
  • Competitor, category and integration searches bought at UK prices, with brand ring-fenced so it cannot flatter the blend.
  • Reported as CAC payback and pipeline per pound, not cost per lead.
Google Partner Meta Business Partner 5.0 on Clutch 7 years UK paid media
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A partner, not a vendor
Google Partner Meta Business Partner Clutch 13 active Google & Meta certifications Manchester, working UK-wide
Where the budget actually goes

Most of a SaaS ad budget buys sign-ups that never become revenue.

When a software company's campaigns are judged on cost per lead, the platforms find the cheapest leads they can: your own brand searches, free-plan sign-ups who never add a card, students and job seekers who wanted a screenshot, and demo requests from companies three sizes too small for your pricing. The dashboard looks great. The pipeline does not. Here is what a month looks like once you follow the money past the sign-up form.

ILLUSTRATIVE MONTH, FY 2026/27 · £15,000 ON GOOGLE AND META ADS 14%20%23%25%18% Dead clicksBrand cannibalisedNever-pay sign-upsUnqualified & churnedClosed-won
Job seekers, students, "free" and "crack" searches, and countries you do not sell to£2,10014% of spend
Brand searches from people who already had your login page open£3,00020% of spend
Free-plan and trial sign-ups who never activate or add a payment method£3,45023% of spend
Demos outside your ICP, and paying customers who churn inside 90 days£3,75025% of spend
Spend that produced closed-won, retained customers£2,70018% of spend

Illustrative figures for a UK mid-market SaaS; your split is measured from your own CRM, billing and churn data in the first 30 days. The point is not the exact numbers. It is that the first four rows all count as leads on a cost-per-lead dashboard.

What changes when revenue feeds the bidding

  1. The platforms learn what a paying customer looks like. Every lead goes back into Google Ads and Meta Ads with its CRM stage and closed-won ACV, so bidding leans towards the searches, audiences and creative that produce customers, and away from the ones that only produce sign-ups.
  2. Cost per lead goes up. CAC payback gets shorter. A £14 free-plan sign-up that never pays is expensive theatre. A £380 demo request that closes at £9,000 ACV and renews is a growing business. We make that trade on purpose, and report the number that pays you.
  3. Churn comes off before the platforms learn. Customers who cancel inside 90 days are pushed back as conversion adjustments, so a discount-hunting trial that lasts one billing cycle stops looking like your best customer and the algorithm stops hunting for more of them.
  4. Budget follows the UK buying calendar. January planning, the 6 April tax-year switch, the September restart and Q4 2026 renewal season all move bids and budgets with last year's pipeline data, not this year's lag.
See where your budget is leaking
Categories we work in

Pick what you sell. See how we would run it.

Thirteen SaaS categories, from self-serve horizontal tools to regulated vertical software, each with its own searches, sales cycle, ACV and buying calendar. Choose yours to see the plan we would start from.

Selling physical products online? That is our separate ecommerce playbook. Selling into a category the ad platforms restrict, or something else entirely? Ask us and we will say honestly whether it fits.

Search intent

We pay for the searches that become pipeline, not the ones that only look busy.

Someone typing a competitor's name with "alternative" or "pricing" has a shortlist and a budget line. Someone searching your brand was coming anyway, and someone asking "what is a CRM" is a quarter away from a decision. The whole account is built around those differences.

INTENT AND INCREMENTAL PIPELINE 5 · Research and freebie EXCLUDED · REMARKETING ONLY "what is a crm", "free payroll template", "[product] jobs" 4 · Brand "your brand login" · "your brand pricing" SPLIT & MEASURED Never flatters the blend 3 · Integration and use case "crm with xero integration" · "rota software for care homes" ICP LANDING PAGES One page per job to be done 2 · Category with intent "payroll software uk" · "project management tool pricing" SEGMENT BY ACV Budget follows pipeline 1 · Competitor and shortlist "[rival] alternative uk" · "[rival] vs [rival]" BID HARD Buyers with a shortlist · comparison page ready
1
Competitor and shortlist"[rival] alternative uk", "[rival] vs [rival]", "[rival] pricing". Buyers with a shortlist. Bid hard, land on an honest comparison page, keep the rival's trademark out of the ad copy.
2
Category with buying intent"payroll software uk", "project management tool pricing". Segmented by the ACV each segment closes at, so budget follows pipeline, not clicks.
3
Integration and use case"crm with xero integration", "rota software for care homes". One landing page per job to be done, matched to your ICP.
4
Brand"your brand login", "your brand pricing". Split out and measured so brand can never flatter the blended number.
5
Research and freebie"what is a crm", "free payroll template", "[product] jobs".Excluded · remarketing only
How a SaaS search account is layered. Budget concentrates at the top tiers, brand is measured on its own, and the bottom tier never sees your money.

Competitor, category and integration searches come first

A buyer searching a rival with "alternative" or "pricing", or a category with "uk", "for small business" or "with [integration]" attached, has decided to buy software; the only question is whose. Those searches get the strongest bids, comparison and use-case pages that answer pricing plainly, and a demo or trial path that matches how that buyer wants to evaluate.

ICP fit, ACV and retention shape every bid

Every lead carries its lead score, company size, CRM stage and, once it closes, its ACV, as offline conversions with values. Bids scale with what a segment is actually worth, seats and plan tiers are weighted differently, and a segment that churns inside a quarter is capped instead of celebrated.

Anything that never becomes pipeline is removed every week

Job seekers, students, "free forever" and "crack" searches, existing customers looking for the login page, agencies pitching you services, and countries you do not sell to are blocked from day one, and the search-term, placement and lead-quality reports are reviewed weekly so new leaks close before they cost a month of budget.

Ads and landing pages are written to stay compliant

Competitor bidding is legal in the UK; using a rival's trademark in your ad copy is not. Claims about security, uptime and certifications match what you can evidence, remarketing and lead handling respect UK GDPR and PECR, and restricted categories such as financial and health software follow platform policy, so campaigns keep running through the quarter your competitors lose theirs.

Meta Ads angles that work for software

Founder and customer-story creative, product walkthroughs cut to fifteen seconds, review-led social proof from G2 and Capterra, and offer testing on a weekly cadence. Everything runs to fast, focused pages, and demo and trial results are reported separately from retargeted brand traffic so cheap returning clicks cannot inflate them. Where ACV clears the cost, LinkedIn is added on top.

PLG and sales-led, split honestly

Free-plan sign-ups, trials, demo requests and sales-qualified opportunities are tracked as separate conversions with separate values. New logos are split from expansion at the campaign level, CAC payback is reported against ACV, and retained revenue is fed back, so growth spend is judged on the customers it actually created.

WHEN UK BUYERS SIGN · INDICATIVE 2026/27 CALENDAR JFMAMJJASOND HR, payroll & peopleAccounting & financeMarketing & analyticsCybersecurity & complianceDeveloper toolsSupport & commsRetail & hospitality techHealthtech & careEducation & training QuietSteadyBusyPeak
Swipe sideways to see all twelve months
Budgets and bids move with the UK tax year, January planning, the September restart and Q4 renewal season, not on a flat monthly split. Payroll spikes around 6 April, education buys before the autumn term, retail tech buys before peak trading. Your own pipeline data overrides the general pattern within the first quarter.
How the tracking works

From click to retained customer, and back into the platforms.

Google and Meta can only optimise for what they can see. Most SaaS accounts show them a form submission and nothing else. We show them the qualified stage, the closed-won value and the 90-day retention, so the bidding learns which searches, audiences and creative produce customers worth keeping.

Closed-won value and retention fed back into Google Ads & Meta Ads Click38,400 Sign-up / demo2,140 Qualified640 · SQL Opportunity310 · £1.4m pipeline Closed-won94 · £418k ACV Net of churn86 · £382k fed back Renew & expand61 · by month 12 Where most agencies stop Where we optimise Illustrative month CRM stage and lead scorepushed back as offline conversions Closed-won ACV becomesthe conversion value Churn adjusted at day 90 ·expansion carried back at renewal
  1. Click38,400
  2. Sign-up / demo2,140Where most agencies stop
  3. Qualified640 · SQLCRM stage and lead score pushed back as offline conversions.
  4. Opportunity310 · £1.4m pipeline
  5. Closed-won94 · £418k ACVClosed-won ACV becomes the conversion value.
  6. Net of churn86 · £382kWhere we optimiseCustomers who cancel inside 90 days are adjusted out before the platforms learn from them.
  7. Renew & expand61 · by month 12Expansion and renewal value carried back via the Conversions API and offline imports.
↺ Closed-won value and retention fed back into Google Ads & Meta Ads
Built in-house

Tracking system

Our own system for Google Ads, Meta Ads and GA4. Server-side events, the Conversions API, enhanced conversions for leads and offline conversion imports flow back into the platforms, so bidding learns from pipeline rather than form fills.

Built in-house

Pipeline engine

Connects HubSpot, Salesforce, Pipedrive or your CRM to the ad platforms: lead score, company size and stage travel back with every lead, ICP fit is labelled at the source, and disqualified leads are removed before they teach the algorithm.

Built in-house

Revenue reporting

Pulls closed-won ACV, billing and churn from Stripe, Chargebee or your billing platform, and turns them into the CAC payback, pipeline-per-pound and net-revenue-retention numbers the ad platforms bid on and you see on every report. Already have a data stack? We connect to it instead.

What we run for SaaS

The channel mix, chosen from your numbers.

Google Ads and Meta Ads are the core specialisms, run as a SaaS PPC agency rather than a generalist juggling twenty industries. Which campaign types get budget depends on your ACV, sales cycle and self-serve rate, never on what is easiest to set up.

Highest buying intent

Google Search

Category, integration and use-case searches in exact and phrase match, segmented by the ACV each segment closes at, with brand ring-fenced in its own campaign so cheap brand clicks can never flatter the blended number.

Shortlist buyers

Competitor campaigns

"Alternative", "vs" and "pricing" searches on the rivals you actually win against, landing on honest comparison pages, with trademark rules respected and every campaign judged on closed-won, because a stolen click that never closes is just a more expensive click.

Prospecting engine

Meta Ads

Facebook and Instagram prospecting with founder, customer-story and product-walkthrough creative tested weekly, run to fast pages, with trial and demo results reported apart from retargeted traffic.

Long sales cycles

Remarketing & nurture

Pricing-page visitors, abandoned sign-ups and stalled trials followed across Google, YouTube and Meta with case studies, objection-handling and activation creative, sequenced to the length of your sales cycle rather than a seven-day window.

Only once tracking is live

Demand Gen & Performance Max

Added only after offline conversions with ACV values are flowing back, with brand excluded and low-ICP segments capped. Without that, the automated campaign types buy the cheapest sign-ups they can find, most of them free-plan users.

Measured, not guessed

CRM & offline conversion tracking

First-party, server-side events, enhanced conversions for leads and CRM-driven offline imports recover what browsers and long sales cycles hide, deduplicate leads, and carry stage, ACV and churn adjustments, so decisions run on numbers you can trust.

How our PPC system works

Five checkpoints that make Google and Meta bid for revenue.

The same route on every software account, from a bootstrapped PLG tool to a mid-market sales-led platform: wire the CRM back, label the ICP, rebuild around the money number, then scale only what holds.

1 2 3 4 5 ConnectQualifyRestructureCreativeScale CRM, billing and churnwired into Google Adsand Meta Ads. Every lead labelled by ICP fit,stage and ACV; low-fitsegments capped or cut. Campaigns, budgets and bidsrebuilt around closed-wonvalue, with brand split out. Ads and pages in yourbuyer's words, tested weekly,kept policy-safe. Spend rises only where CACpayback holds, segment bysegment, quarter by quarter.
  1. ConnectCRM, billing and churn wired into Google Ads and Meta Ads.
  2. QualifyEvery lead labelled by ICP fit, stage and ACV; low-fit segments capped or cut.
  3. RestructureCampaigns, budgets and bids rebuilt around closed-won value, with brand split out.
  4. CreativeAds and pages in your buyer's words, tested weekly, kept policy-safe.
  5. ScaleSpend rises only where CAC payback holds, segment by segment, quarter by quarter.
Day 30

Offline conversions and the Conversions API are live, brand is split from non-brand, job, student and freebie searches are blocked, disqualified leads flow back, and you see your first honest cost per qualified opportunity.

Day 90

Google and Meta are bidding on stage and ACV values rather than form fills. Cost per lead looks higher; pipeline per pound and cost per closed-won are trending the right way, and early churn is already being adjusted out.

Day 180

The account compounds: budget scales into the segments, searches and quarters that produce retained ARR, with every pound of spend traceable to closed-won revenue on a screen share.

Who we work with

Software companies already on the method.

SaaS is one of the six industries we work in, and PLG, sales-led and vertical software companies from London and Manchester to Bristol, Edinburgh and Leeds run their Google and Meta budgets through the same method. If you are comparing SaaS marketing agencies in the UK, start with the numbers: live dashboards from the accounts we manage, with every number checkable against the screenshot, are in the case studies.

Clutch★★★★★5.0 · independently verified reviews

Clients review us on Clutch, where every review is verified independently before it is published. The rating is 5.0. Reviewers consistently describe the same thing: an account managed to the revenue it produces rather than to clicks or leads, with the numbers shown live rather than in a slide deck.

Global PPC on Clutch · Google Partner · Meta Business Partner · 13 active certifications
5.0Clutch rating
13Certifications
7 yrsUK paid media

What you get on every report

The numbers a founder or CMO can act on
Cost per

Trial, demo, SQL and closed-won, by campaign, segment and plan tier, with brand and non-brand reported apart.

Pipeline

Qualified pipeline and closed-won ACV per pound of spend, tracked per lead and fed back to the platforms.

Customer quality

Trial-to-paid, 90-day retention, net revenue retention and CAC payback, so hollow sign-ups are visible and shrinking.

Compliance

Policy and privacy health: trademark-safe ad copy, substantiated claims, consent-mode status and lead-handling that meets UK GDPR and PECR.

Shared on a screen share every month, and available in your own dashboard in between. No slide deck, no vanity metrics.

The honest filter

Built for some software companies. Wrong for others.

Revenue-tracked PPC earns its fee fastest when the ACV can carry a real acquisition cost and someone owns the CRM and the onboarding. Here is exactly who this works for, and who should not hire us.

Green light if

  • Your ACV is £2,000 or more, or your self-serve customers stay past month three, so acquisition maths can actually work. PLG, sales-led, hybrid and vertical SaaS all qualify, from London scale-ups to Sheffield bootstrappers.
  • Your CRM tracks stages and closed-won, or you are willing to let us set that up. HubSpot, Salesforce, Pipedrive or a well-kept spreadsheet is enough to start.
  • Your trial or demo process converts and someone follows up, so a winning campaign is not wasted by a sales inbox nobody checks in week three.
  • You spend £8,000 a month on ads, or are ready to, and someone owns the product side: pricing, onboarding and sales follow-up.

Red light if

  • You are pre-revenue with no paying customers. Paid traffic is a magnifier, not a product-market-fit machine. Get your first ten paying customers, then come back.
  • Your budget is under £5,000 a month. You would be paying agency fees your pipeline cannot pay back yet. Grow first, then come back.
  • You want the biggest lead count, however it is made. We split out brand and free-plan sign-ups, which makes cost per lead look worse before pipeline gets better.
  • You want claims or tactics that break the rules: rivals' trademarks in ad copy, security certifications you do not hold, or contact data bought without consent. Those get accounts suspended and we will not run them.
Quick answers

SaaS PPC, answered plainly.

How much does SaaS PPC cost in the UK?

Two numbers matter: ad spend and management. Most software companies need £8,000 a month or more in spend for Google and Meta to learn from enough qualified leads; high-ACV products with short cycles can sometimes start lower. Management is a flat retainer set out on our pricing page, with a free teardown and a paid PPC audit as the two ways to start. As a SaaS marketing agency based in Manchester, we work with software companies UK-wide, from London and Cambridge to Edinburgh, entirely remotely.

How quickly will we see qualified pipeline?

Competitor and category searches produce demo requests and trials within days of launch. The honest cost per qualified opportunity appears around day 30 once CRM stages are flowing back, cost per closed-won settles through day 90 as the platforms learn and your sales cycle completes, and the account compounds from day 180. PLG products lean on Meta prospecting early; sales-led products usually find pipeline hiding inside their existing search spend first.

Which SaaS categories do you work with?

Project and work management, CRM and sales tools, HR and payroll, accounting and finance, marketing and analytics, customer support and comms, cybersecurity and compliance, developer tools and infrastructure, retail and hospitality tech, healthtech and care software, proptech and construction, legal and professional services software, and education and training software. Categories the ad platforms restrict, such as regulated financial products, need extra verification, and we will tell you honestly before you spend a pound if yours is one. Selling physical products? That is our ecommerce playbook.

Is bidding on competitor keywords legal in the UK?

Bidding on a rival's brand as a keyword is permitted; using their registered trademark in your ad copy generally is not, and Google will pull the ad if the owner complains. We run competitor campaigns on the rivals you actually win against, keep their names out of the copy, land on comparison pages that are honest about where you are weaker, and judge every one of them on closed-won rather than clicks.

We are product-led. Does this still apply?

Yes, with different numbers. For PLG products the conversions we feed back are activation, first payment and month-three retention rather than demo and closed-won, so the platforms optimise to users who convert from free to paid and stay, not to whoever signs up cheapest. The free plan is measured as a cost of acquisition, not as a result.

We don't track closed-won or churn in our CRM. Can you still optimise to revenue?

Yes. A CRM with a lead status field and a monthly export from your billing platform are enough to start, and our in-house tracking system and pipeline engine do the rest, connecting HubSpot, Salesforce, Pipedrive or your stack to Google Ads, Meta Ads and GA4. The full route is on how the system works.

Do you only work with UK software companies?

We are based in Manchester and most of our clients are UK SaaS companies, but campaigns run wherever you sell: UK, EU, US and beyond, with budgets, currencies and pricing pages split by market and CAC payback reported per country, because a market that only breaks even should not share a budget with one that compounds.

What is the free teardown?

A short personal video in which Hassan pulls your live Google Ads or Meta Ads account apart: where the budget is leaking, which campaigns are buying sign-ups with no pipeline in them, and what we would change first. Specific to your account, recorded by the strategist, and yours to keep. Use the form at the top of this page or the teardown page.

Want your ads judged on revenue?

Send us your account for a free teardown. We will show you which campaigns are buying sign-ups that never become pipeline, and what your budget could return once closed-won value feeds the bidding.

Get a free teardown See pricing