What we do
LinkedIn Ads
The demand engine. 121 advertiser accounts in our panel target software development and 167 target technology and internet, which is where our published figures come from.
Google Ads
Capture. SaaS is one of the few B2B categories with real search demand, so this usually runs first and gets saturated before anything else.
Meta and Reddit
Frequency at a fraction of LinkedIn's CPM, and Reddit specifically where the buyer is technical.
Signal based outbound
Engagement data from the ads becomes the outbound list, so the accounts your SDRs work have already seen the content.
Who we work with
B2B companies roughly 50 to 200 people, London based and working across the UK, EU and US. The common thread is that the constraint is distribution rather than product: you have something people want and not enough of the right people know. If you cannot yet name the companies you want as customers, we will say so and fix that first, because everything downstream depends on it.
What is actually different about how we run this
The number that quietly ruins SaaS programmes is this one: a content offer lead in software development costs $81, half the panel median, and a demo request costs $459, 31% above it. Every quarterly review compares those two in one column and concludes the ebook is working. Two years later the pipeline is built entirely from people who were going to buy anyway.
The second is targeting. Mobile Computing Software Products costs $8.57 per landing page click and Software Development costs $17.22, for buyers who overlap heavily. Data Infrastructure and Analytics inverts it: the cheapest CPM in the software cluster at $29.24 and the dearest click at $22.37, so budgeting that campaign from its CPM leaves you badly short. Our first move on a SaaS account is usually to re cut the targeting rather than the creative. Every figure is published in the LinkedIn Ads Benchmarks.
SaaS marketing agency, growth agency or paid media agency?
The category is crowded with different shapes sold under one label. Full service outsourced marketing gives you a fractional CMO and an execution team, which is right when you have no marketing function at all. Demand creation specialists run the top of the funnel hardest and ask you to accept a longer payback. Search and AI visibility agencies are organic first. Paid media with measurement, which is us, owns the channels and the attribution and expects you to own the product story.
Pick the shape before you compare the case studies, because the four are not substitutes. We compare the market honestly, ourselves included, in 12 Best B2B SaaS Marketing Agencies.
What it costs to reach a software buyer
Published from our own panel rather than a vendor report: 1,000+ advertiser accounts, 22,000+ campaigns and $58.1M of spend in the twelve months to 7 September 2026. Software is the deepest part of it.
| Targeting facet | CPM | Landing page CTR | Cost per landing page click | Engagement rate | Accounts |
|---|---|---|---|---|---|
| Software Development | $40.38 | 0.22% | $17.22 | 2.60% | 121 |
| Technology, Information and Internet | $37.61 | 0.18% | $19.55 | 2.23% | 167 |
| Mobile Computing Software Products | $33.76 | 0.26% | $8.57 | 2.16% | 25 |
| Desktop Computing Software Products | $33.21 | 0.18% | $10.42 | 1.73% | 27 |
| Embedded Software Products | $40.40 | 0.19% | $17.87 | 2.70% | 28 |
| Data Infrastructure and Analytics | $29.24 | 0.17% | $22.37 | 2.29% | 41 |
That is a 2.6 times spread inside what everyone calls “software”, and Data Infrastructure and Analytics inverts the usual relationship: the cheapest reach on the table and the dearest traffic. If your buyer could plausibly sit in more than one of those facets, testing between them is worth more than any creative iteration. Full tables: LinkedIn Ads Benchmarks 2026.
How we work
Weeks 1 to 2. We audit what exists using the eight layer diagnostic, agree the ICP and build the target account list.
Weeks 3 to 6. Full funnel goes live: demand creation against the account list, retargeting segmented by engagement depth, conversion campaigns underneath. Tracking gets rebuilt properly, because it is broken on roughly half the accounts we inherit.
Week 6 onward. Engagement data starts feeding outbound. This is where the compounding begins and it is why month four looks different from month one.
What usually goes wrong
Letting cost per lead pick the offer
An $81 content lead and a $459 demo lead in the same sector, reported in one column, means the ebook wins every quarterly review. Report them as separate lines with separate pipeline conversion rates, or stop reporting cost per lead at all.
Picking the targeting facet by habit
Software Development is the default and it costs twice what Mobile Computing Software Products costs per click. The facet should come from where your buyer's company actually sits, then be tested against the neighbouring one. This is usually worth more than any creative test.
Running Google and LinkedIn on separate scorecards
SaaS is one of the few B2B categories with real search demand, so capture should run first and demand creation should be judged partly on whether branded and category search volume moves. Two agencies with two dashboards will never see that relationship, let alone manage it.
Pricing
| Tier | Per month | For |
|---|---|---|
| LinkedIn Ads | $2,500 (~£1,900) | Teams already spending on LinkedIn and not getting pipeline from it |
| Full Paid Media | $5,500 (~£4,100) | LinkedIn, Google Ads, Meta and Reddit, with LinkedIn as the demand engine |
| Paid Media + GTM Outbound | $9,500 (~£7,100) | Teams wanting paid and outbound running off one dataset |
Flat monthly management fee, ad spend separate. No setup fees, no long lock ins, no line item invoicing for every asset. We charge flat deliberately: a percentage of spend pays your agency more for spending more, which is a poor incentive to hand someone managing your budget. Full detail in what a LinkedIn Ads agency costs.
Results and clients
Across the client base: 1,700+ demos booked, $23M+ in pipeline and an average 33× return on ad spend. Individual accounts vary considerably, and anyone quoting you a single ROAS number as a promise is quoting an average rather than a forecast.
Named clients include Lead Forensics, Sova Assessment, Giga Energy, Huq Industries, Credit Logic, MarketerHire and Fibbler. Sam Burns, Head of Marketing at Giga Energy, on seven months of work: “They’ve 9x’d the number of deals in the pipeline directly from LinkedIn and Google.” Kirsty Dawe, CMO at Lead Forensics: “We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. It genuinely feels like they’re part of the team.”
The team
Eight people, London based, working across the UK, EU and US. Three came from LinkedIn Marketing Solutions. You can see who they all are on the about page. There are no account managers you meet once and never speak to again, and the person auditing your account is the person running it. Kiin was founded by Phil Ilic, who has run LinkedIn Ads and nothing else for seven years across 200+ accounts.
Frequently asked questions
How much does a SaaS marketing agency cost?
The range in this category is unusually wide. Ours is $2,500 to $9,500 a month on a flat fee, published above. Full service SaaS agencies run from roughly $3,000 a month; demand creation specialists start around $14,000 a month on six month minimums. Match the floor to your stage before comparing anything else.
What does it cost to reach software buyers on LinkedIn?
Software Development runs a $40.38 CPM, a 0.22% landing page click through rate and $17.22 per landing page click across 121 advertiser accounts. Mobile Computing Software Products is $8.57 a click and Data Infrastructure and Analytics is $22.37. The full table by facet is on our benchmarks page.
Should we run Google or LinkedIn first?
Google, usually. SaaS is one of the few B2B categories where real search demand exists, and capture is the cheapest pipeline available. Look at branded and category search volume: if it exists and you are not capturing all of it, buy capture first. If your category has no search volume yet, LinkedIn is where the demand gets made.
What stage of company do you work with?
Typically 50 to 200 people, with enough of a product story that the constraint is distribution rather than positioning. Below that, an outsourced full service team is usually the better shape. Above that, you likely need in house owners with us running the channels.
Do you work with product led companies?
Yes, with one caveat: if your motion is self serve signup rather than a demo request, the conversion event and therefore the whole measurement layer changes. Tell us that in the first call, because it changes which campaigns we build and what good looks like in month one.
What do you report?
Influenced pipeline by account in HubSpot or Salesforce. Landing page clicks rather than LinkedIn's default click field. Content offers and demo requests as separate lines with separate conversion rates. And a self reported attribution field on the booking form.
Related reading
- LinkedIn Ads for B2B SaaS
- SaaS PPC Agency
- B2B Paid Media Agency
- LinkedIn Ads Benchmarks 2026
- 12 Best B2B SaaS Marketing Agencies (2026)
Want to see how we would approach your account?
Thirty minutes. We audit what you have live and tell you honestly whether we are the right fit or one of the agencies on our own comparison pages is.
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