SaaS PPC Agency
That Buys Pipeline, Not Just Clicks
B2B SaaS PPC built around buyer intent and revenue, not clicks. As a SaaS PPC agency, Koda runs your Google and LinkedIn campaigns to improve cost per SQL, CAC and conversion rates, and reports on the pipeline and revenue they actually produced.
Why Koda
Your Ad Spend Needs
Leads That Close
Your ad account spends every month. Clicks are up and cost per lead looks fine. Then sales says half the demos are students, job seekers and companies too small to buy. The campaigns were set up to get leads, and nobody checked what happened next.
- Ad platforms stop counting at the form fill.
- Your CRM never learns which ad a lead came from.
- Spend only on the few people who can actually buy.
- One dashboard showing which keyword produced a closed deal.
- B2B SaaS and technology companies only.
- We fix the tracking first, then we spend your money.
Our SaaS PPC Approach
Fix the Measurement, Then Spend
 Most agency reports show impressions, clicks, CTR, cost per click and cost per lead. All five come from the ad platform, and none of them needed your CRM. Two campaigns can share a cost per lead while only one builds pipeline. So we don’t launch in week one. We first make sure every deal can be traced back to the ad that started it. Without that, the rest is guesswork with a chart on top.
Three Rules Behind Our SaaS PPC Services
Every Campaign Talks to Your CRM
Campaigns, keywords and audiences are tagged so they follow each lead through demo, opportunity and closed deal. By month three, you see cost per opportunity by campaign, not just cost per lead.
We Optimise to Opportunities, Not Form Fills
Real sales outcomes are fed back to Google and LinkedIn, so they learn what a good customer looks like. This usually lifts lead quality more than any bidding tactic.
We Cut Before We Scale
In most accounts we audit, part of the spend has never produced a single opportunity. That budget moves before we ask you for more. Better results from the same spend come first.
Our Core SaaS PPC Services
Koda manages the paid channels that work for B2B software companies, end to end. Strategy, build, creative, testing, tracking
and reporting. Take the whole account or one channel that is not working.
Google Ads for SaaS
Google is where people go once they know they have a problem and want to fix it. That makes it your closest thing to buying intent and the easiest place to waste money, because the same account holds your best keyword and your worst one side by side.
We rebuild SaaS accounts around intent. Someone searching for your competitor by name is not the same as someone searching a general category term, and the two should never share a budget.
01 Key Deliverables
- Keyword research and competitor analysis
- Account rebuild separating brand, competitor, category and problem searches
- Ad copy and extension testing on a set weekly schedule
- Negative keyword work to stop spending reaching students and job seekers
- Landing page recommendations for each campaign
- Monthly report showing spend, opportunities created and cost per opportunity
02 Expected Outcomes
Lower cost per qualified opportunity, less budget lost to searches that were never going to buy, and a clear list of which keywords earn their place.
Search Campaigns
Bottom-funnel keywords with commercial intent. We focus on solution-aware and problem-aware searches that turn into demos, not informational traffic.
Display and Demand Gen
Building awareness with your target accounts using custom audiences, remarketing and lookalikes built from your best customers.
YouTube Ads
Video for awareness and consideration, tested from six-second bumpers through to longer explainers.
Performance Max
Google’s automated campaign type, works for SaaS only when it is fed clean conversion data and proper audience signals. Without that it finds you the cheapest leads it can.
LinkedIn Ads for SaaS
LinkedIn is the only place you can put your product in front of a Head of Operations at a company of a certain size in a specific industry and know that is exactly who saw it.
It is also expensive, and most SaaS companies get burnt once and never return. Usually because they ran lead forms at a cold audience and judged it on cost per lead in month one. Structuring LinkedIn campaigns for pipeline is what separates spend that fills a CRM from spend that only fills a report.
01 Key Deliverables
- Audience segmentation by job title, seniority, company size, industry and intent signals
- Campaign setup across every LinkedIn ad format
- Ad copy, visuals and video assets
- Testing of messaging, offers and creative variations
- Retargeting for site visitors and engaged audiences
- Reporting on cost per opportunity and account engagement
02 Expected Outcomes
Better lead quality and higher sales acceptance rates, more efficient acquisition cost on enterprise deals, and steady visibility inside your target accounts.
Sponsored Content
Native posts in the feed. The workhorse format. We test single image, carousel, video and document ads against the same audience before scaling any of them.
Sponsored Messaging
Direct messages to decision makers. Works when the offer is specific and personal, fails when it reads like a mass mailer.
Text and Dynamic Ads
Low-cost awareness and retargeting that keeps you visible through a long buying cycle.
Account-Based Campaigns
Upload your target account list and run different messages to different account tiers, so your biggest opportunities get your best work.
X and Reddit Ads for SaaS
Not every SaaS buyer is on LinkedIn. Developer tools, technical products and startup-facing software often reach people faster in the places where real conversations happen.
These platforms are cheaper and less crowded, but the writing has to sound like a person. Copy lifted from a LinkedIn campaign gets ignored, and on Reddit it gets downvoted.
01 Key Deliverables
- Audience research and targeting setup by subreddit and interest group
- Copy and creative written for each platform’s culture
- Campaign management across objectives
- Engagement and conversion tracking
- Community monitoring and engagement recommendations
02 Expected Outcomes
Access to technical audiences that are hard to reach elsewhere, honest engagement with potential buyers, and low-cost awareness in niche categories.
Promoted Content
Amplifying your strongest content to audiences built on interests, job titles and follower lookalikes.
Video Campaigns
Product demos, customer stories and thought leadership shown to audiences already paying attention.
Free-Form and Product Ads
Native Reddit formats that show the product without feeling like an advert.
Community Engagement
Beyond ads, taking part in the right communities honestly, so there is some trust in place before you spend.
Multi-Channel PPC Strategy and Attribution
The best SaaS PPC accounts do not rely on one platform. We coordinate Google, LinkedIn, X, Reddit and retargeting so the same message follows a buyer across a long decision, and so budget decisions stop being an argument.
This is also where the value of everything above is proven. If your CRM cannot connect a closed deal back to a first click, you are guessing at budget every quarter.
01 Key Deliverables
- Paid media strategy document with channel mix and budget split
- Cross-platform tracking, UTM structure and attribution model
- CRM integration so leads carry their source through to closed deal
- Retargeting sequences layered across platforms by buying stage
- One dashboard covering spend, opportunities, cost per opportunity and revenue
- Quarterly strategy reviews
02 Expected Outcomes
Higher overall return on ad spend, lower acquisition cost through a better channel mix, and a clear picture of how customers actually reach you.
Cross-Platform Strategy
Map your buyer journey and give each platform a defined role by buying stage, instead of running four channels chasing the same click.
Unified Tracking and Attribution
Understand how channels work together to create pipeline, not just which one got the last click before the form.
Coordinated Messaging
Consistent messaging as prospects move between platforms during research.
Budget Reallocation
Shift spend between platforms based on pipeline contribution rather than last quarter’s plan.
Retargeting Orchestration
Layer retargeting across platforms to stay visible without becoming annoying.
How We Work
How Our SaaS PPC Agency Works With You
You get one senior paid media specialist who owns your account start to finish. Here is what working with Koda looks like.
and Setup
- Full review of your existing accounts, spend and results by campaign.
- Check what your current tracking actually records and what it misses.
- Agree with your sales team what a qualified lead means.
- Connect ad platforms to your CRM and set up conversion tracking.
- Build a plan with channel priorities, budget split and targets.
and Launch
- Restructure existing accounts or build new ones around buying intent.
- Write new ad copy and produce creative for each channel.
- Launch at a controlled budget and watch quality before volume.
- Weekly calls to review what is working and stop what is not.
and Scale
- Move budget out of campaigns producing leads but no opportunities.
- Scale the campaigns creating real pipeline.
- Add a third channel once the first two are stable.
- Build retargeting sequences for different stages of the buying journey.
- Monthly review showing pipeline by campaign.
Keep It Sharp
- Weekly bid, budget and negative keyword work.
- Monthly creative refresh so ads do not go stale.
- Quarterly planning against your targets and product launches.
- Standing call with sales on lead quality.
- Monthly report covering spend, pipeline, acquisition cost and closed revenue.
Frequently Asked Questions About
Our SaaS Marketing Services
What is SaaS PPC and how is it different from normal PPC?
PPC means you pay each time someone clicks your ad. SaaS PPC applies the same thing to software, where revenue arrives monthly rather than all at once and several people share the decision. In e-commerce you optimise to the sale. In SaaS you optimise to leads that become opportunities months later, which means the platforms need data they do not collect on their own.
How much should a SaaS company spend on PPC?
Enough to gather real data in a reasonable time. If your sales cycle is two months and you need around 30 opportunities to judge a channel properly, your budget has to produce that inside a quarter. Spreading a small budget across five channels is the most common mistake we see.
How long before we know if it is working?
Click and lead data is readable in three to four weeks. Whether those leads become opportunities depends on your sales cycle, so plan on 60 to 90 days for a real answer.
Why is our cost per click so high?
Software categories are crowded and everyone bids on the same small set of high-intent terms. High click costs are normal in SaaS. What matters is whether those clicks become opportunities. A costly click that closes is cheaper than a cheap one that never does.
Should we start with Google Ads or LinkedIn Ads?
Usually Google, because search demand already exists and you can measure it faster. LinkedIn matters more as deals get larger and a group has to approve the purchase. Both suit different buying motions, and most accounts eventually run both.
We tried paid ads before and got poor leads. What would you do differently?
We look at four things. Whether targeting was too broad, whether the offer matched where buyers were in their decision, whether the landing page matched the ad, and whether the platforms were ever told which leads became real opportunities. In most accounts we audit, the fourth has never been set up.
Do you work with our existing ad accounts or start fresh?
We keep your accounts where possible, because the history has value for the platforms, and restructure inside them. Starting over only makes sense when the data is actively misleading the algorithms.
Do you write the ads and design the creative?
Ad copywriting and visual design are included. Advanced work such as custom video production can be added or handled with your existing creative team.
Can you help with landing pages?
Yes. Strategic recommendations, copywriting and conversion advice are part of the service. Custom landing page builds can be scoped separately or handled with your web team.
Which CRMs do you work with?
Salesforce, HubSpot, Pipedrive and other major B2B CRMs. CRM integration is not optional in our engagements, because without it we cannot tell you what your spend produced.