Disclosure and methodology
Kiin is on this list and publishes it. Every fact about another agency was read from that agency's own site on 18 September 2026; where something is not stated, the entry says so. Nothing here is paid placement.
Scored on: SaaS and B2B focus · brand vs non-brand reporting and CRM conversion import · whether LinkedIn is run alongside search · stage and budget served, including six-figure monthly accounts · pricing transparency · verifiable client results. Not scored on: size, awards, design.
What SaaS PPC needs that generic PPC does not
Three things. Low volume: a good SaaS category keyword gets a few hundred searches a month, so smart bidding never gets enough conversions unless the agency imports qualified pipeline from the CRM as the conversion. The conversion is not the sale: a demo request is worth nothing until sales accepts it, so brand, non-brand, competitor and generic have to be split and reported separately or brand spend hides everything. And search is the last click: most SaaS buyers searched the category because they saw the company on LinkedIn first, so an agency that runs search alone is capturing demand somebody else paid for. The agencies at the top of this page are built around those three facts; the ones lower down are strong search agencies with SaaS as one client type. The LinkedIn side is in best LinkedIn ads agencies; the UK search view in best B2B PPC agencies UK; what a LinkedIn click costs next to a Google one in the benchmarks.
What it costs to reach a software buyer
Agency fees are the visible cost. These are the media economics underneath them, for the facets a SaaS advertiser actually targets.
| Targeting facet | CPM | Landing page CTR | Cost per landing page click | Cost per lead | Accounts |
|---|---|---|---|---|---|
| Software Development | $47.58 | 0.23% | $19.93 | $219 | 100 |
| Technology, Information and Internet | $40.68 | 0.18% | $23.79 | $404 | 136 |
| IT Services and IT Consulting | $44.36 | 0.15% | $23.91 | $123 | 96 |
| Data Infrastructure and Analytics | $24.17 | 0.17% | $22.37 | $122 | 28 |
- Software Development returns the cheapest quality click at $19.93 and the best click through rate at 0.23%, across 100 advertiser accounts. It is the default facet and, unusually, the default is also the best one.
- IT Services and IT Consulting produces leads at $123 against $404 for Technology, Information and Internet. Both are large samples. If your buyer plausibly sits in either, the difference is worth a test before you commit the budget.
- Data Infrastructure and Analytics is the cheapest reach at a $24.17 CPM, roughly half of Software Development, for a $22.37 click. Narrow, technical and underbought.
Source: Kiin Intelligence panel. 1,000+ advertiser accounts, 22,942 campaigns and $79 million of measured LinkedIn spend across 1.34 billion impressions in the twelve months to 7 September 2026. Medians across advertiser accounts, never pooled totals. LinkedIn Audience Network delivery excluded. An account count sits beside every figure, and anything built on fewer than about ten accounts is a direction rather than a number. Fuller tables and method: LinkedIn Ads Benchmarks 2026.
The lead form problem nobody reports
Most SaaS PPC programmes run some form of gated offer. This is what happens inside it.
| Lead form measure | Median across accounts | Accounts |
|---|---|---|
| Form completion rate (completions divided by opens) | 11.6% | 350 |
| Cost per form open | $18.21 | 350 |
| Cost per completed form | $140.49 | 314 |
- 88% of the people who open a LinkedIn lead form never finish it, at the median account, despite the form being pre-filled from their profile.
- That abandonment costs $122.27 per lead. You paid $18.21 to get the form opened and $140.49 to get one of them completed. Every field you add is priced.
- The spread is twentyfold, from 1.9% completion at the tenth percentile to 37.2% at the ninetieth. It is driven by how much you ask for and what you give in return, not by the creative above it.
- Never let an agency report form opens as leads. The platform reports them prominently and they are, at the median, 88% noise.
Where the cost per demo actually comes from
| Accounts grouped by cost per booking | Cost per booking | Cost per landing page click | Bookings per 100 landing page clicks |
|---|---|---|---|
| Cheapest quartile | $269 | $25.22 | 8.9 |
| Dearest quartile | $32,653 | $37.62 | 0.1 |
| The gap | 121 times | 1.5 times | 72 times |
Across 119 accounts the cost per booking ranges 121 times, and only 1.5 times of that is the price of traffic. Seventy two times is conversion rate. If your cost per demo is high while your cost per click looks fine, the problem is almost certainly not in the ad account, and an agency contracted only for the ad account cannot fix it.
The agencies
1. Kiin — best for Google Ads for B2B SaaS on its own or with LinkedIn, from $4,000 to $300,000+ a month on published stepped fees
Kiin runs Google Ads the way B2B needs it run: as the channel that captures the demand LinkedIn created, optimised to CRM-qualified pipeline rather than form fills, with brand and non-brand never mixed in one number. The team came out of LinkedIn Marketing Solutions, so the two channels are run by one specialist off one account list, and the largest accounts spend hundreds of thousands a month across both; fees step up by spend tier rather than as a percentage, so the fee at $200,000 a month is a fraction of a 15% agency. Every account is benchmarked against 1,000+ connected accounts through Kiin Intelligence.
Tradeoff: we wrote this list; and our Google-only tier ($2,500 a month) is run by the same team that runs LinkedIn, so the advice will always include when to add demand creation. A company that wants a search-only shop with no view on the rest of the funnel should pick Getuplead or Lever Digital.
2. Getuplead — best for a fixed-fee SaaS PPC specialist with no minimum spend
Kamel Ben Yacoub and Katia González's agency works only with B2B SaaS and tech, staffs accounts with senior specialists rather than juniors, and is unusually clear on terms: fixed monthly fee, no long-term contract, no minimum ad spend. Named clients include Adobe, Siemens, Snowflake, NTT Data and Software AG; 5.0 on Clutch. The most straightforward commercial terms on this list.
Tradeoff: the fee itself is not published, and "no minimum spend" does not make a $2,000-a-month category budget produce learnings any faster.
3. AdConversion — best for B2B SaaS teams spending $25k+ a month who want media, creative and CRO priced by the line
The most transparent pricing page in the US LinkedIn agency market, and the only one that lets you buy media, creative and CRO as separate lines. The education arm means the team explains what it does, which suits an in-house marketer who wants to keep learning. The fit is a B2B SaaS company already at $25,000 a month in spend that wants a full performance stack rather than a LinkedIn specialist.
Tradeoff: the $8,600 starting fee is for $25k+ spend accounts; under that you are routed to the $2,500 AI-monitoring product, which is software plus coaching, not a managed account.
4. Hey Digital — best for B2B SaaS paid media with creative and landing pages in-house
Runs every major B2B paid channel and, unusually, builds the creative and landing pages that the channels need. Published results: PostHog +18.5% cloud conversion and −17% CPA; Toggl −52% spend and +159% deal value. Treats Reddit and YouTube as first-class rather than experimental.
Tradeoff: no location on the site and no pricing; measurement method is less visible than execution breadth.
5. Omni Lab — best for Series A to C SaaS spending $10k+ a month across six platforms
B2B SaaS exclusively, six platforms, a stated $10,000-a-month minimum and SQL-level published results: ShareGate +44% SQLs year on year, Billd −75% cost per SQL, Thoropass 2× paid SQLs in a quarter. Twenty-plus named logos including Drata, Firstup and Broadsign.
Tradeoff: no location or leadership stated on the site, and the $10k floor excludes earlier-stage companies.
6. Lever Digital — best for UK B2B SaaS paid acquisition with senior specialists and no fixed-term contract
Lever's pitch is senior people and a month-to-month relationship. The Uplisting case is the one to read, a four-year engagement from early stage to a business doubling revenue year on year, with a 5x increase in free trials a month, and Sprintlaw went from a loss-making Google Ads account to its leading new-business channel.
Tradeoff: the site describes paid search and paid acquisition broadly; LinkedIn is not called out as a specialism, and there is no pricing.
7. KlientBoost — best for LinkedIn Ads with published starting fees and goal-based accountability
Unusually transparent for a US agency: the free plan comes with a fee against each recommendation, the Q2 goal-hit rate is published, and the LinkedIn playbook it gives away covers the right things (list-based targeting, frequency, thought leader ads, conversation ads). The fit is a growth-stage company that wants an accountable generalist across Google, LinkedIn and CRO.
Tradeoff: a large multi-channel agency; LinkedIn is one line on the plan, not the specialism.
8. Powered by Search — best for paid search inside a full B2B SaaS demand-gen programme
Positions on pipeline rather than leads, with a stated guarantee, 30% more sales-ready opportunities in 90 days, and runs paid search as one lever in a programme that includes SEO, ABM and HubSpot operations. Named clients include Elastic, Basecamp, Varonis and SentinelOne, with published pipeline figures per case. The right shape if paid search is one of four things you need fixed.
Tradeoff: if you only want Google Ads run well, you are buying a programme. Pricing and minimums are not stated.
9. Holini — best for senior-only PPC and analytics for B2B companies spending $10k+ a month
Holini's process starts with a read-only audit of the ad accounts and GA4 before any proposal, and the stated question it answers is "what is holding your PPC back from growing qualified pipeline while keeping CAC under control." Case studies quote client revenue and funding rather than vanity metrics, and one CMO credits it with "the highest MQL numbers in Google Ads history" for DeskTime. Senior-only team, no juniors.
Tradeoff: PPC and analytics first; LinkedIn is run, but the positioning is search-led, so a LinkedIn-first demand programme is not the strength. No published fee.
10. Marketing Signals — best for search-led PPC and SEO for technology and SaaS brands
Search-first, with SaaS named as the focus and AI-answer visibility folded into the same practice as paid and organic search. The fit is a technology company that wants PPC and SEO run together by one team that thinks in pipeline.
Tradeoff: search-led means Google-led; LinkedIn and paid social are not the centre of the offer.
11. TripleDart — best for AI-native SaaS growth with paid media inside it
An "AI-native" B2B SaaS agency with a named head of paid media (Sabarinathan) and a proprietary automation platform, Slate. States $300M+ in ad spend managed across clients including SentinelOne, Freshworks, HubSpot and Zuora, 4.8 on Trustpilot. The $10k-$500k monthly range tells you the intended client size.
Tradeoff: paid media is one of six service lines; the centre of gravity is organic and GTM engineering. A US-India delivery model suits some buyers and not others.
12. Directive — best for LinkedIn Ads inside a large US B2B performance agency
The biggest B2B-only performance agency on this page, with the R&D budget and vertical playbooks that come with 100 strategists. LinkedIn is run as part of a paid media programme alongside Google and programmatic, and the "pipeline not MQLs" positioning is the right one. The fit is a funded or public B2B company that wants scale and process.
Tradeoff: scale cuts both ways; a $10k-a-month LinkedIn account will not get the agency's best people.
13. Refine Labs — best for demand programmes for Series B+ B2B tech, with published tiers
The agency that made "demand gen not lead gen" a category, now with prices on the page so you can qualify yourself out. LinkedIn is the core paid channel in most of its programmes and the creative practice is in-house. The fit is a Series B+ company with a real paid budget and a demand strategy that is not working.
Tradeoff: a $14,000 a month starting fee before media rules out most sub-$20M ARR companies, by design.
Side by side
| Agency | HQ | SaaS / B2B focus | Google Ads | Other channels | Published pricing | Named clients |
|---|---|---|---|---|---|---|
| Kiin | London (US, UK, EU clients) | B2B SaaS and B2B only | Core, run with LinkedIn | LinkedIn (incl. CTV), Meta, Reddit; outbound | $2,500 Google-only / $5,500 / $9,500 a month, published; stepped tiers above $10,000 media per platform | Lead Forensics, Sova Assessment, MarketerHire |
| Getuplead | Remote (EU/US) | SaaS and tech only | Core; Google + Microsoft Partner | LinkedIn, Reddit, Bing | Fixed fee, not published; no minimum spend | Adobe, Siemens, Snowflake, NTT Data |
| AdConversion | US | B2B SaaS only | Core | LinkedIn, Meta, creative, CRO, RevOps | From $8,600/mo, published | Not named |
| Hey Digital | Estonia | B2B SaaS only | Core | LinkedIn, Meta, Reddit, YouTube; landing pages | No | 200+ SaaS |
| Omni Lab | US | B2B SaaS only, Series A to C | Core | LinkedIn, Meta, YouTube, Bing, Reddit | No ($10k+ spend) | Drata, Firstup, Broadsign |
| Lever Digital | UK | SaaS and lead gen | Core; Google Partner | Microsoft, LinkedIn, paid social | No; no fixed-term contracts | Uplisting, Sprintlaw |
| KlientBoost | California | Any B2B | Core; CRO | LinkedIn, Meta, SEO, email | Indicative ($3,000 to $7,500/mo lines) | 405 Clutch reviews |
| Powered by Search | Toronto | B2B SaaS | Core | SEO, content, demand gen | No | TouchBistro, Projul |
| Holini | Estonia | B2B, $10k+/mo PPC | Core | LinkedIn, Microsoft, GA4/BI | No | Veriff, DeskTime, Zebra BI |
| Marketing Signals | UK | Tech and SaaS | Core (search-led) | SEO, AI-search visibility | No | Not named |
| TripleDart | India / US | SaaS | Yes | SEO, content, LinkedIn, AI-native growth | No | See site |
| Directive | Irvine, CA | B2B, mid-market and enterprise | Core | LinkedIn, programmatic, creative, RevOps | No | 420+ brands |
| Refine Labs | US | Series B+, $50M+ ARR | Yes | LinkedIn, YouTube, Meta, CTV; creative | From $14,000/mo, published | 300+ B2B tech |
Which motion each agency is actually built f
Same agencies, read against the question that decides fit for a SaaS company: is this firm shaped for a self serve product where paid media has to produce signups, or for a sales led product where it has to produce conversations? The stage and budget columns matter because they proxy it. A firm with a $10,000 floor and enterprise reporting is built for the second; a firm running a $3,000 floor on search alone is usually built for the first.
or| Agency | Stage served | Budget floor | Channels | Reporting standard |
|---|---|---|---|---|
| Kiin | Seed to Series C and enterprise, sales-led B2B SaaS and B2B; $6,500+ ACV, 3 to 9 month cycles | $4,000 to $300,000+ a month media; fee from $2,500 to $9,500, published (covers up to $10,000 a month media per platform; stepped tiers above) | LinkedIn (thought leader, conversation, lead gen forms, LinkedIn CTV), Google, Meta, Reddit; signal-based outbound | Landing page clicks and pipeline in HubSpot or Salesforce; benchmarked against 1,000+ accounts |
| Hey Digital | B2B SaaS, stage not stated | Not stated | Google, Bing, LinkedIn, Meta, Reddit, YouTube; video | Not stated |
| Omni Lab | Series A to C B2B SaaS | $10,000+ a month media | LinkedIn, Google, Meta, YouTube, Bing, Reddit | Conversion tracking and analytics (Omni OS) |
| Lever Digital | SaaS and lead gen, growth-stage | Not stated; no fixed-term contracts | Google, Microsoft, LinkedIn, paid social | Pipeline, per its case studies |
| KlientBoost | Growth-stage, any B2B | $5,000+ a month media; 3 to 6 month term | Google, LinkedIn, CRO, SEO, email | Goal-based; free resources if pacing behind |
| Holini | B2B investing $10k+ a month in PPC | $10,000+ a month media | Google, LinkedIn, Microsoft | GA4 and CRM-connected analytics |
| Directive | Mid-market and enterprise B2B | Enterprise; not published | Paid media, programmatic, creative, content, RevOps | Pipeline, not MQLs |
| Refine Labs | Series B+, $50M+ ARR | From $14,000 a month fee, six-month minimum | LinkedIn, Google, YouTube, Meta, CTV, OOH | Demand strategy with pipeline reporting |
Trial led and sales led SaaS buy PPC differently
The single biggest source of mismatch between a SaaS company and a PPC agency is not budget or channel. It is which motion the product sells on, because the two need opposite things from paid media.
| Product led / self serve | Sales led / demo | |
|---|---|---|
| What paid media has to produce | Signups at a cost the trial to paid rate can carry | Qualified conversations with a named buying committee |
| The objective that fits | Website conversions: best click through rate measured at 0.45%, $15.28 a click | Website conversions to a booking page, or lead forms where the offer is genuinely low commitment |
| Cheapest leads available | In platform lead forms at $177, across 159 accounts. Cheap, high volume, low intent. Right for a content offer, wrong for a demo. | |
| Where it goes wrong | Optimising to signups that never convert, because the paid cohort is worse than the organic one and nobody segments the trial report | Judging a demand creation campaign on monthly cost per lead, which kills it in month four |
| What to ask an agency | How do you separate paid trial quality from organic trial quality? | How does a lead that converted on a branded search get credited to the campaign that caused the search? |
An agency built for one motion will run the other badly, and most of them are built for one. Say which you are in the first call, and ask for a client on the same motion rather than the same industry.
What to budget against your ACV
Using the measured cost of reaching a software buyer from the table above, a $19.93 landing page click on the Software Development facet, against the panel median conversion economics. Media only; agency fees sit on top.
| Media budget | Landing page clicks a month | Bookings at the median (1.0 per 100 clicks) | Bookings in the top quartile (5.0 per 100) |
|---|---|---|---|
| $5,000 a month | 251 | 2 to 3 | 12 to 13 |
| $15,000 a month | 753 | 7 to 8 | 37 to 38 |
| $40,000 a month | 2,007 | 20 | 100 |
Two things follow. The gap between the median and the top quartile is five times, and it is larger than the gap between the smallest and largest budget row. Moving from median to top quartile execution is worth more than tripling the spend, which is the whole argument for caring who runs the account.
And the ACV test: if your average contract value is under roughly $10,000 and your win rate from booking is 20%, a booking has to cost under about $2,000 for the maths to work at all. At the median conversion rate and a $19.93 click, a booking costs around $1,993. That is the line. Below that ACV, paid search alone rarely carries a sales led motion, and the honest answer is a self serve motion or a different channel mix.
The clicks column and the bookings columns are not a funnel to be divided into each other. Booking rates are the panel distribution of booking-like conversions per 100 landing page clicks, not a forecast for your account, and they depend entirely on the page and the offer rather than on the ad.
Why SaaS PPC accounts stall at the same three points
Brand search flatters the account until someone splits it out
Branded terms convert at several times the rate of everything else and cost a fraction. An account reporting blended cost per acquisition is reporting mostly brand, and the non brand performance underneath can be arbitrarily bad without anyone seeing it. Ask for brand and non brand reported separately from month one; an agency that resists is telling you something.
The capture ceiling arrives without warning
Search harvests intent that already exists, and in a defined B2B category that pool is finite. Accounts scale smoothly for three or four quarters and then stop responding to budget, which gets diagnosed as an agency problem when it is a demand problem. The fix is upstream and takes two quarters, so it has to start before the ceiling, not after.
The page is doing the damage, not the account
Across 119 advertiser accounts the cost per booking varies 121 times while traffic price varies 1.5 times. If cost per demo is climbing while cost per click looks healthy, no amount of bid, match type or keyword work will fix it, and an agency contracted only for the ad account cannot reach the thing that is broken.
How to choose
- "Show me a SaaS account with under 50 conversions a month." If every case study is ecommerce ROAS, the low-volume problem is unsolved.
- "What is the conversion you optimise to?" Qualified pipeline imported from the CRM, or form fills.
- "Are brand and non-brand reported separately?" If not, you cannot see what the non-brand spend does.
- "Who runs LinkedIn?" Same team, different team, or nobody.
- "Is the fee a percentage of spend?" At $100,000 a month, a 15% fee is $15,000; three agencies on this page publish flat numbers.