Paid search that bids on pipeline and customer value
People searching for software like yours are already in a buying process. We structure your Google Ads and Microsoft Ads accounts by market, intent and match type, keep low-quality traffic out with shared negative lists, and send CRM outcomes back so bidding learns which searches turn into qualified pipeline.
Sound familiar?
Bidding optimises for form fills
Smart Bidding treats every form submission as equal, so a student and a team evaluating a switch look identical. Sales ignores much of what the campaigns report as conversions.
Most spend has no visible query
The search terms report shows only part of what you pay for, because spend is spread across low-volume queries below Google's visibility threshold. Nobody can say exactly what the budget is buying.
One market hides another
Several countries share campaigns and budgets, so a strong market covers for a weak one. Cost per acquisition gets compared across markets whose auction prices have little in common.
What happens, in order
Audit search and conversions
We review structure, search terms, conversion actions and CRM data, and confirm which conversion Google is actually bidding on. Nothing scales until that answer is clean.
Restructure by market and intent
We rebuild campaigns under one naming convention, split by market, brand, competitor and generic intent, and by match type where budget allows. Low-budget markets stay consolidated so every campaign still gets enough data.
Connect CRM value to bidding
We import SQLs, opportunities and closed-won deals with values, then move bidding from form fills to value-based bidding once conversion volume supports it.
Run the weekly and quarterly cadence
Guardrail checks run every weekday, search terms, negatives and budget moves weekly, a pipeline review per market monthly. Each quarter we refresh competitor campaigns and reset budgets from targets.
What is included
- Account structure by market, intent and match type, under one naming convention
- Campaign complexity matched to each market's budget, so no campaign runs short of data
- Weekly search term review judged against the account's own keywords, with negatives and new keywords drafted for sign-off
- Shared negative keyword lists by campaign family, in every language you sell in
- Competitor campaigns with comparison ad copy and a quarterly refresh
- Responsive search ads written per language and intent
- Offline conversion import and value-based bidding on SQL, opportunity and lifetime value
What you get
- Account audit with a prioritised fix list
- Rebuilt or restructured campaigns with a documented naming convention
- Monthly performance review tied to pipeline, by market
Related reading
How to run competitor campaigns in B2B SaaS paid search
How to structure, bid, write and land competitor campaigns in B2B SaaS paid search, with an intent table, trademark rules for the EU and UK and a quarterly checklist.
What Google's 17 August 2026 Smart Bidding change means for your account
From 17 August 2026, budget-limited Google Ads campaigns on Target CPA or Target ROAS bid to the target you set. What changed and what to do.
How to launch paid search in a new European market
A launch plan for B2B SaaS paid search in a new European country, covering local keyword research, structure, budget shape, targeting settings, negatives, consent and the first 90 days.
Questions
How much should a B2B SaaS company spend on Google Ads?
Enough to get meaningful conversion data per campaign each month. For most B2B SaaS teams that starts around 5,000 to 10,000 euro per month in paid search. Below that, fewer campaigns with tighter targeting usually beat a broad setup.
Do you run Microsoft Ads too?
Yes. Microsoft Ads often delivers cheaper B2B clicks, especially on desktop. We usually mirror the strongest Google campaigns there and manage it as its own channel.
Should we let Google optimise for form fills?
Only as a starting point. We connect your CRM so Google can bid on qualified leads and opportunities. Optimising for raw form fills tends to attract students, job seekers and competitors.
Should we bid on competitor names?
In the accounts we run, competitor searches are often among the most productive non-brand traffic. They need their own campaigns, comparison copy and a landing page that answers what changes when a team switches, plus negatives that keep spend off people looking for a competitor's login or download.
Tell us what you are working on.
A 30-minute intro call. We look at your setup, ask about your goals and tell you honestly whether we can help.