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💻 Industry · B2B SaaS

Growth marketing for B2B SaaS

Google Ads, SEO, paid social and email automation engineered for the metrics SaaS founders actually report — MRR growth, CAC payback, trial-to-paid conversion — not vanity clicks.

Built for funded B2B SaaS at $1-10M ARR scaling acquisition past the founder-network ceiling.

  • ✦ CAC payback under 18 months
  • ✦ Trial-to-paid optimization
  • ✦ Multi-touch attribution
  • ✦ LinkedIn + Google Ads integrated funnel

Why B2B SaaS marketing is different

SaaS sales cycles run 30-180 days for SMB tier, 3-12 months for mid-market. Decisions involve 3-7 stakeholders. Free-trial-to-paid conversion rates ride between 5-25% depending on activation quality. None of that fits a "set up Google Ads and watch CPLs drop" playbook — the channels have to integrate into a multi-touch funnel where Google Ads catches in-market intent, LinkedIn surfaces awareness for high-ICP accounts, SEO captures research-stage queries, and email automation nurtures trials through the activation gap. We build the channels as one system with shared CRM attribution, not five disconnected tabs.

Services we run for B2B SaaS clients

Same disciplines as our generic service stack — re-framed and re-prioritised for the b2b saas buyer.

  • Google Ads for SaaS

    Brand-defense + high-intent capture campaigns with conversion tracking that fires on trial signup, not page view. Smart Bidding tied to CRM-side lead quality, not lead count.

  • SEO + AI visibility for SaaS

    Comparison pages ("X vs Y"), category landing pages, and AI-overview optimization for ChatGPT / Perplexity / Google AI. Plus product-led content that builds organic feature pages.

  • LinkedIn + Meta paid for SaaS

    LinkedIn for high-ACV ABM lists. Meta for retargeting + lookalike-based net-new top of funnel. Shared pixel events with Google Ads for cross-channel attribution.

  • Trial-to-paid email automation

    Activation sequences, in-trial nurture, lapsed-trial winback. Built in Customer.io / Klaviyo / HubSpot using behavioral triggers, not time-based blasts.

  • AI chatbots for SaaS sales

    Lead-qualification bots on pricing + demo pages. Hand-off to Calendly when fit signal hits. 24/7 response coverage for international ICP.

What 90 days with us looks like

  1. Week 1

    1. Audit + funnel mapping

    Audit your current acquisition stack, conversion tracking, and trial-to-paid funnel. Map your CAC by channel and identify the biggest leakage point.

  2. Weeks 2-3

    2. Strategy + setup

    Build the integrated channel plan, fix conversion tracking (GA4 + GTM + CRM webhook), set up server-side LinkedIn + Meta pixels, draft campaign structures.

  3. Weeks 4-8

    3. Launch + iterate

    Campaigns go live in stages. Weekly written reports with CAC by channel, trial signup volume, trial-to-paid rate. Optimization against real data, not assumptions.

  4. Weeks 9-12

    4. Scale what works

    Double down on the 2-3 highest-ROI channels. Build content + email layer to compress trial-to-paid cycle. Quarterly review of CAC payback against the original baseline.

FAQ — B2B SaaS

Do you work with pre-revenue or pre-PMF SaaS?
Honestly — paid acquisition before product-market fit is a money fire. We turn pre-PMF teams away or recommend a 3-month delay for founder-led sales + organic only. We are most useful at $50k+ MRR with a clear ICP and >3% trial-to-paid conversion.
How do you handle attribution for long SaaS sales cycles?
GA4 + GTM client-side for in-session events, server-side Conversions API for LinkedIn + Meta, CRM webhook for closed-loop revenue. We feed CRM-side closed-won data back to Google Ads via offline conversion uploads so Smart Bidding optimizes for revenue, not lead count.
What does "trial-to-paid optimization" actually mean?
It means we treat the trial activation flow as a paid acquisition channel. Email sequences keyed to in-product events (signed up but did not connect data source, completed setup but did not invite teammate, etc.). Heatmap + session replay on key activation pages. The CAC math only works if trial-to-paid is above ~12% — improving it is usually 3-5x cheaper than driving more trials.
Will you work with our existing growth team or replace them?
Augment, never replace. We typically work alongside a founder-led growth function or a 1-2 person in-house team. We bring breadth (paid + organic + email + analytics) without you needing to hire 4 specialists. Most engagements are 6-12 months, after which clients either bring more in-house or scale us up.
Do you have SaaS case studies I can see?
Yes — see the case studies linked from our /case-studies/ page. We can also share account-level metrics on a private call (under NDA) for cases where the client preferred not to be public.

Ready to compress CAC payback?

Book a 60-min audit of your SaaS acquisition stack. We will tell you within a week which channels are healthy, which are leaking, and the 2-3 highest-ROI fixes for the next quarter.

Book the SaaS audit →