Your account doesn't end at the click
A click that becomes a trial is a start. A trial that becomes a paying customer is the goal. Every campaign decision has to be made with that endpoint in mind: keywords, landing pages, bidding.
Trusted by PLG SaaS companies
We started getting more signups and clarity about what drives the outcomes. Pavels and his team are highly skilled and responsive. They are always willing to learn about products and services they are not familiar with, and research as much as required. Perfect work ethic.
Why Google Ads for SaaS is different
Your conversion window isn't fixed.
PLG companies convert some users in 24 hours. Others take weeks. Sales- led teams have evaluation cycles spanning months. You need bid strategies and attribution windows set up around how your buyers actually move.
Unit economics decide what's worth bidding on.
A $40 CPC works when LTV is $4,000. It doesn't work when LTV is $400. Before we touch a keyword, we look at your pricing, trial-to-paid rate and CAC targets. That tells us which campaigns are worth running.
Not every feature deserves a campaign.
SaaS products have multiple use cases, pricing tiers and buyer types. Some drive high-LTV customers. Some don't. We build campaigns around the products that make money and leave the rest out of paid entirely.
What you get
A Google Ads account that is built to scale
Most accounts waste budget on keywords that never convert. We rebuild the account structure. Match types, negative lists, audience layers. Wasted spend stops inside 30 days.
Search intent matched to your buyer journey
We map every keyword to a buyer stage. Awareness. Consideration. Decision. Each stage gets its own campaign, its own ads, its own page. No more demo traffic on signup pages.
Smart Bidding fed activation data, not signups
Most agencies feed Smart Bidding signup data. The model chases form fills. We feed it paid plans and activations. It chases revenue.
Brand SERP owned end to end
When buyers Google your name, your brand needs to own the SERP. Brand campaigns. Branded display. Competitor conquest. We build it as one strategy, not three disconnected campaigns.
The Google Ads campaign types that work for SaaS
We build, run and scale Google Ads for SaaS. Search, Performance Max, YouTube and
Demand Gen. Each campaign type tied back to MRR.
Not every campaign type makes sense for every SaaS company. Here's how we use each one and when,
01
Search campaigns
Captures buyers actively looking for a solution. We focus on high-intent and competitor keywords and send traffic to landing pages built for that specific search.
02
Performance Max
Works when you have strong conversion data. Extends reach across Search, Display, YouTube, Gmail and Maps. Anchored to real conversion goals, not impressions.
03
YouTube and Demand Gen
Keeps your brand visible while buyers are still evaluating. We retarget site visitors and introduce your product to new audiences who match your best customers.
04
AI Max
Google's newest campaign type: Search with AI-powered matching and asset generation. Used selectively where we have strong conversion data and want to expand keyword coverage without sacrificing intent quality.
05
Display remarketing
Brings back users who landed but didn't convert. For SaaS: trial pages, pricing pages and demo request pages. Specific messaging for each audience based on where they dropped off.
All campaigns powered by
Why SaaS teams choose us
SaaS only. PLG focus.
Every Google Ads account we run is for software. We know how trials, activations and paid plans behave inside an account. So we don't burn your budget learning the basics.
We override Google's defaults.
Google's auto- recommendations optimise for Google's revenue, not yours. We review every default the engine sets and change what doesn't fit. Targeting, bidding, audience signals and creative get set by judgement.
We track activation, not just trials.
A trial is the start. Activation is the truth. We push activation events back to Google so the bidding model learns who actually becomes a customer, not who fills out a form.
If Google Ads won't work for your product, we'll say so in 30 days.
Some products don't have enough search demand. Some price points don't support the CPCs. We tell you within the first month. You keep the audit either way.
Senior strategists run your account.
The person you talk to is the person changing the bids, writing the ads, and reading the search-term reports. No juniors. No relayed messages.
Swipe right...
Real numbers from our SaaS clients
From kickoff to scale in 6 steps
- 01Audit your account and your numbers.
Audit your account and your numbers.
We pull every Google Ads account into a structured audit. Search-term reports, conversion paths, asset performance, bidding strategy. Unit economics on top.
- 02Map intent to buyer journey.
Map intent to buyer journey.
We classify every keyword and audience into awareness, consideration, or decision stages. Each stage gets its own campaign, ad copy and landing page.
- 03Build the campaign architecture.
Build the campaign architecture.
Search by intent stage. Performance Max with strict signal control. YouTube for awareness and retargeting. Demand Gen if budget supports it.
- 04Wire up activation tracking.
Wire up activation tracking.
Google Ads only optimises for what you tell it. We push paid plan events, activation events and revenue back to the platform so Smart Bidding chases the right outcome.
- 05Launch, monitor, cut waste fast.
Launch, monitor, cut waste fast.
First 30 days are about killing what does not work. Wasted-spend keywords paused. Off-ICP audiences excluded. Low-performing creative rotated out.
- 06Scale what wins, kill what does not.
Scale what wins, kill what does not.
Once an audience or campaign hits target CAC, we scale spend and test new. Once an audience or campaign hits target CAC, we scale spend and test new.
Ad spend managed
$8M+
across PLG SaaS clients
Paid customers
500+
delivered monthly
Years in SaaS PPC
10+
PLG-only
What Google Ads for SaaS costs
Fixed monthly management fee. The scope depends on your ad budget, channels, and funnel complexity.
Starter
Up to $20,000/month
From$3,389/month
One to two channels. For companies starting to scale paid acquisition.
Best popular
Growth
$20,000–$50,000/month
From$4,889/month
Full-funnel: paid search, paid social, landing pages, and testing.
Scale
$50,000+/month
Aggressive scaling. Full attribution, weekly optimisation, dedicated strategist.
What's included
- Settings
- Campaign setup
- Ongoing optimization
- Ad copy
- Conversion tracking
- Weekly reporting
- Biweekly calls
- Slack access
WHATS NOT INCLUDED
- Ad spend (paid to platforms)
- Full website development
- CRM setup. We integrate with what you have
Camel Digital's honesty is impressive. They don't sugarcoat things if they go wrong and celebrate actual wins.
Do we match?
Work with us if:
- You run a PLG SaaS, your buyer searches Google, and you have product-market fit
- You're spending or planning to spend $5k+/month on Google Ads
- You care about activation and MRR, not signup vanity numbers
- You want the strategist running the account, not an account manager
- You've worked with generalist Google Ads agencies. You're done with broad-match-everything strategies.
Work with us if:
- You expect Google Ads to scale paid users in two weeks
- Your product hasn't found product-market fit yet
- You want a button-pusher who runs Google's recommendations as defaults
Google Ads FAQs
We run, optimise and scale Google Ads campaigns for software companies. Search, Performance Max, YouTube and Demand Gen tied to trials, demos, paid plans and MRR.
Our management retainer sits between $3K and $15K per month, scoped to account complexity. Recommended ad spend on top is typically $5K to $15K per month. The free audit ends with a budget recommendation tailored to your unit economics.
Most SaaS accounts see qualified trials and demos inside the first 60 days. Real scale typically arrives in months three and four. We give you a realistic forecast at the 30-day mark, not a guess on day one.
Wasted spend cuts happen in week one. Account structure changes show up within 14 days. Activation-tracked results take 30-60 days because Smart Bidding needs the data. Real scale usually comes between months 2 and 4.
Search for high intent. Performance Max for cross-channel coverage. YouTube for awareness and retargeting. Demand Gen for top of funnel. We pick what fits the budget and the buyer, not all of them by default.
Cost per paying customer. CAC payback period. MRR contribution per campaign. Trial-to-paid rate by source. We don't celebrate impressions or CTR.
We build landing pages aligned to ad groups when needed. It's scoped separately from the management fee. Most clients get more value from page-level conversion optimisation than they realise.
Some SaaS products don't have enough search demand. Some price points don't support the CPCs. We'll tell you within the first 30 days. The audit is yours to keep regardless.
Different jobs entirely. Google catches buyers who are already searching. LinkedIn and Meta build awareness with audiences who haven't searched yet. Most growth-stage PLG SaaS leads with Google, then layers paid social once Google is mature.
Yes. We track demos and SQLs through to closed won, feed those events to Smart Bidding, and prioritise high-ACV keywords. The funnel is different but the principles hold.
We only work with PLG SaaS. We push activation events to Smart Bidding, not signup events. We tell clients when Google Ads stops being the right channel.
Weekly written reports with a one-page summary. Bi-weekly calls. Daily Slack access. The dashboard tracks campaigns by MRR contribution, not impressions.
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