What we do on Google Ads
Search is where a buyer who already has the problem goes to find a supplier. Someone typing "B2B attribution software" or "SOC 2 compliance platform" at 4pm on a Tuesday is not browsing. Google Ads is the channel for meeting that person, and it is the one paid channel where the intent is in the query itself.
On a Kiin account, Google covers four things:
- Search on category and problem terms — the handful of queries that describe what you sell, structured so that branded, category, competitor and generic terms each get their own budget and their own report. Exact and phrase match, tight negatives, no broad match "for reach".
- Competitor and comparison terms — "[competitor] alternative", "[competitor] vs", "[competitor] pricing". Cheaper than the category, higher intent, and a place where the landing page has to be honest or it will not convert.
- Brand defence and retargeting — brand terms when a competitor is bidding on them, Performance Max and display remarketing only where the account has enough conversion history to feed them. Not before.
- Tracking that ends in the CRM — offline conversion import from HubSpot, Salesforce or Pipedrive so Google optimises toward qualified opportunities, not toward whoever fills a form fastest. Every account we inherit is optimising to a form fill. Most of those form fills are not pipeline.
Landing pages are built for the query, not the homepage. A search for a specific integration gets a page about that integration. Dedicated pages are an add-on at $2,000 a month; the difference in conversion rate usually pays for it inside a quarter.
Why we do not run PPC on its own for B2B SaaS
Most agencies that call themselves a SaaS PPC agency will run Google Ads standalone. We will not, and it is worth being clear about why, because it is the reason the page you are reading exists.
The category is small. A B2B SaaS product with a real ICP has a few hundred to a few thousand high-intent searches a month in the whole US market. "LinkedIn ads agency" is 1,500. "B2B attribution software" is lower. You can capture that demand in a month with a competent account, and then the campaign has nowhere to grow except into broader, worse-converting terms.
The clicks are expensive because everyone is capturing, nobody is creating. Category CPCs in B2B SaaS run $20 to $60, sometimes over $100 in security and data. That price is set by the number of vendors bidding on a fixed pool of searchers. Adding a sixth bidder does not add a searcher.
The buyer who converts on search has usually met you before. Pull the path for any closed-won deal that touched Google and there is almost always a LinkedIn impression, a podcast, a colleague or a competitor comparison in front of it. Search gets the last click. It rarely does the persuading.
AI Overviews are eating the informational side. Google now answers "what is X" queries itself. The clicks that remain are commercial, which is where the budget should have been anyway — but it means the "top of funnel on Google" strategy that worked in 2021 now buys impressions on a summary box.
So Google on a Kiin account is the capture layer of a system that creates demand on LinkedIn. Every Google visitor lands in the LinkedIn website-retargeting pool and sees founder content over the next 180 days; every LinkedIn engager who later searches finds the brand bid. The two channels are reported together, on influenced pipeline, from one dataset. The full picture is on the B2B paid media agency page.
Who this is for
- Sales-led B2B SaaS, typically 50–200 people and $2M+ ARR, with a sales team that works inbound and a CRM that records what happened to each lead
- $5,000+ ACV, sales cycles of three to nine months, a buying committee rather than a single buyer
- Already spending on LinkedIn, or ready to — Google on its own is not a paid media strategy for this profile
- Media budget that supports at least two channels: roughly $10,000–$12,000 a month all-in including fees is the realistic floor for the full tier
Concentrated in SaaS, cybersecurity, fintech, martech, HR tech, energy tech and developer tools. Roughly half of our clients are in the United States, the rest in the UK and Europe.
The wrong fit: self-serve or PLG products under $2,000 ACV, ecommerce, lead-gen businesses that resell leads, and anyone who wants a percentage-of-spend agency that earns more when the budget goes up.
What a good B2B SaaS Google Ads account looks like
Four campaign groups, kept apart so that the report stays honest:
| Campaign group | What it contains | What we watch |
|---|---|---|
| Brand | Your name and product names, exact match | Impression share vs competitors bidding on you. Reported separately, never blended into the account CPL |
| Category | The 10–40 terms that describe what you sell | Cost per qualified opportunity from offline import. This is the number the account lives or dies on |
| Competitor | "[X] alternative", "[X] vs", "[X] pricing" | Landing page conversion rate. Comparison pages that admit where the competitor wins convert better |
| Retargeting / PMax | Site visitors, LinkedIn engagers where the audience can be synced, PMax on conversion history only | Incrementality. PMax reports beautifully and steals brand conversions; we cap it |
Three settings that separate a real B2B account from a template one: offline conversion import so Google's bidding learns from opportunities, not form fills; branded reporting kept separate so a 5% blended conversion rate cannot hide a 0.4% non-brand one; and a negative keyword list maintained weekly, because "free", "jobs", "salary", "template" and "login" will absorb a third of a naive budget.
What to expect: SaaS PPC benchmarks
Directional ranges from the B2B SaaS accounts we run. Your vertical, ACV and competitor set move these considerably; treat them as a sanity check, not a target.
| Metric | Typical B2B SaaS range | Note |
|---|---|---|
| CPC — category terms | $20–$60 | $80–$150+ in security, data and legal tech |
| CPC — competitor terms | $10–$35 | Cheaper than category; lower volume |
| CPC — brand | $1–$6 | Only worth bidding if someone else is |
| Landing page conversion — category | 2–5% | To demo request or trial, on a dedicated page |
| Cost per demo request — non-brand | $300–$900 | Blended-with-brand numbers will look half this and mean nothing |
| Cost per qualified opportunity | $1,000–$3,000 | Only measurable with CRM import; the only number that matters commercially |
| Share of pipeline with a prior LinkedIn touch | Majority | On every account where we can see both |
If a SaaS PPC agency quotes you a $60 cost per lead, ask which campaign group it came from and what happened to those leads in the CRM. The LinkedIn equivalents — CTR, CPC, CPM, CPL by format — are on LinkedIn Ads benchmarks 2026.
Google Ads vs LinkedIn Ads for SaaS
| Google Ads | LinkedIn Ads | |
|---|---|---|
| What it does | Captures demand that exists | Creates demand in a named audience |
| Targeting | The query — you get whoever searches, whatever their title or company | The person — title, seniority, company, account list |
| Volume ceiling | Fixed by how many people search; usually low for a real ICP | Fixed by audience size; controllable |
| Cost per click | $20–$60 category; converts at 2–5% | $8–$15 to a landing page; converts lower, cold |
| Time to pipeline | Weeks — the intent is already there | Three to six months — the intent is being built |
| Failure mode | Plateaus once the category is captured; CPCs climb | Reports engagement as traffic; runs cold without a retargeting layer |
| Role on a Kiin account | Capture, brand defence, retargeting | Thought leader ads, 180-day retargeting, conversion campaigns |
The honest summary: Google gets you the buyers who are already looking, quickly and expensively. LinkedIn makes more buyers look. A SaaS company at $2M+ ARR with a sales team needs both, and needs them reported on the same pipeline number.
How we work
Weeks 1–2. We audit the existing account: search terms report, match types, negatives, what "conversion" currently means, and how much of the reported CPL is brand. On most inherited accounts, a third of non-brand spend is on queries that should have been negatives.
Weeks 3–4. Restructure into the four groups above. Offline conversion import goes live. Landing pages get built or rebuilt for the category terms.
Week 5 onward. Google visitors feed LinkedIn retargeting; LinkedIn engagers who search find the brand campaign waiting. One paid media specialist owns the budget split across channels and moves money toward whichever is producing opportunities that month.
Reporting is bi-weekly on a call with a written monthly report, branded and non-branded separated, tied to influenced pipeline wherever a CRM is connected.
Pricing
Google Ads is included in Full Paid Media at $5,500 a month (about £4,100), flat, in USD, covering LinkedIn, Google, Meta and Reddit under one paid media specialist with platform specialists behind them. Ad spend is separate, paid to each platform directly on accounts you own, never marked up. No setup fee, no long lock-in.
| Tier | Per month | Includes Google Ads? |
|---|---|---|
| LinkedIn Ads | $2,500 | No — LinkedIn only. The right start if media budget is under ~$8,000 |
| Full Paid Media | $5,500 | Yes — Google, LinkedIn, Meta and Reddit as one funnel |
| Full Demand Generation | $9,500 | Yes — plus GTM outbound and founder content |
For context, standalone SaaS PPC agencies typically charge $2,000–$6,000 a month or 10–20% of spend, and the percentage model pays them more for spending more of your money. Ours is flat. The full comparison is on the pricing page.
SaaS PPC agency, B2B PPC agency or generalist?
The labels overlap; the questions to ask do not.
- Do they report brand and non-brand separately? If the deck shows one blended CPL, the number is being carried by people who typed your name.
- Do they import offline conversions from your CRM? If not, Google is being optimised toward form fills, and Google is very good at finding people who fill forms.
- Who owns the ad account? You should. Agencies that run your spend through their own MCC are holding your history hostage.
- What happens to a Google visitor who does not convert? If the answer is "display remarketing", the agency has no LinkedIn layer and 95% of your visitors will never be seen again.
- Is the fee a percentage of spend? Then the agency is paid to recommend more budget.
A generalist PPC agency will usually fail the first two. A pure SaaS PPC agency often passes them and still fails the fourth. If you want to compare options more broadly, how to choose an agency covers the same questions for LinkedIn.
Results and clients
Across the client base: 1,700+ demos booked, $23M+ in pipeline, an average 33× return on ad spend. Individual accounts vary a great deal, and anyone quoting a single figure as a promise is quoting an average.
Sam Burns, Head of Marketing at Giga Energy, after seven months: "They've 9x'd the number of deals in the pipeline directly from LinkedIn and Google. They've been an amazing asset, and I'd highly recommend them to anyone needing help with B2B ads."
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."
Named clients include Giga Energy (Houston), MarketerHire, Lead Forensics, Sova Assessment, Huq Industries, Credit Logic and Fibbler. Everyone on the team is on the about page.