B2B GOOGLE ADS AGENCY

The B2B Google Ads agency that turns search into pipeline.

Google Ads for B2B SaaS companies. Search, display, YouTube, and remarketing campaigns built for long sales cycles and buying committees. CRM-connected attribution. In-house creative. 200+ SaaS accounts managed by senior strategists.

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See our results

$1.5M+ in monthly Google Ads spend managed for B2B SaaS companies

“Hey Digital helped us prove paid ROI to our CRO and leadership.”

Elizabeth Thorn

Head of Marketing

Paid social

Paid search

Landing Pages

What we did

52%

reduction in ad spend

159%

increase in deal value

Read full results

52%

reduction in ad spend

159%

increase in deal value

Read full results

Most B2B Google Ads don't fail because of budget.

They fail because of how the account is built.

You've spent the money. You might even have leads to show for it. But something still isn't connecting search traffic to revenue.

Broad match is burning the budget.

Search terms are full of junk, negative lists are stale, and cost per lead keeps climbing with nothing to show for it.

"We're spending $30K a month on Google Ads and half the search terms have nothing to do with what we sell."

Performance Marketing Manager

Broad match is burning the budget.

Search terms are full of junk, negative lists are stale, and cost per lead keeps climbing with nothing to show for it.

"We're spending $30K a month on Google Ads and half the search terms have nothing to do with what we sell."

Performance Marketing Manager

Conversion tracking stops at the form fill.

Dashboards show clicks and leads. The CRM shows what closed. Nobody's connected the two.

"I can't defend this spend in our next board meeting."

CMO

Conversion tracking stops at the form fill.

Dashboards show clicks and leads. The CRM shows what closed. Nobody's connected the two.

"I can't defend this spend in our next board meeting."

CMO

Your campaigns launched. Then nothing.

No new ad copy, no landing page tests, no audience experiments. Performance plateaus when nobody iterates.

"Our agency sets things up and then just... watches."

VP of Marketing

Your campaigns launched. Then nothing.

No new ad copy, no landing page tests, no audience experiments. Performance plateaus when nobody iterates.

"Our agency sets things up and then just... watches."

VP of Marketing

Your campaign structure is working against you.

High-intent searches mixed with informational queries, no segmentation, and bidding optimized for the wrong conversions.

"We're running Google Ads. I wouldn't say we have a strategy."

Head of Demand Gen

Your campaign structure is working against you.

High-intent searches mixed with informational queries, no segmentation, and bidding optimized for the wrong conversions.

"We're running Google Ads. I wouldn't say we have a strategy."

Head of Demand Gen

You don't know where to start with Google Ads.

Search, display, YouTube, Performance Max, remarketing. It's a serious lift without dedicated B2B expertise.

"We know we need to be on Google. We don't have the expertise to do it right."

Marketing Lead

You don't know where to start with Google Ads.

Search, display, YouTube, Performance Max, remarketing. It's a serious lift without dedicated B2B expertise.

"We know we need to be on Google. We don't have the expertise to do it right."

Marketing Lead

Whatever your situation, we've seen it before and know how to fix it.

Book a call

Whatever your situation, we've seen it before and know how to fix it.

Book a call

Broad match is burning the budget.
Search terms are full of junk, negative lists are stale, and cost per lead keeps climbing with nothing to show for it.
"We're spending $30K a month on Google Ads and half the search terms have nothing to do with what we sell."
Performance Marketing Manager
Conversion tracking stops at the form fill.
Dashboards show clicks and leads. The CRM shows what closed. Nobody's connected the two.
"I can't defend this spend in our next board meeting."
CMO
Your campaigns launched. Then nothing.
No new ad copy, no landing page tests, no audience experiments. Performance plateaus when nobody iterates.
"Our agency sets things up and then just... watches."
VP of Marketing
Your campaign structure is working against you.
High-intent searches mixed with informational queries, no segmentation, and bidding optimized for the wrong conversions.
"We're running Google Ads. I wouldn't say we have a strategy."
Head of Demand Gen
You don't know where to start with Google Ads.
Search, display, YouTube, Performance Max, remarketing. It's a serious lift without dedicated B2B expertise.
"We know we need to be on Google. We don't have the expertise to do it right."
Marketing Lead
Whatever your situation, we've seen it before and know how to fix it.
Book a call

OUR APPROACH

The Hey Digital Method:

how we run Google Ads for B2B SaaS.

Most Google Ads agencies hand you a campaign structure and a monthly report. We run a five-phase system that connects every keyword, ad, and landing page to qualified pipeline and revenue.

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Landing Pages

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

We audit the account against how B2B SaaS buying actually works, not what the Google Ads dashboard says.

Includes:

Full account audit across search, display, and YouTube

Search term analysis and negative keyword gap assessment

Match type and bid strategy review

Conversion tracking and attribution gap identification

Quality Score and ad rank analysis

Competitive search landscape review

52%

of Toggl’s spend drove clicks, not pipeline. Our audit showed this could be cut without losing deal volume.

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Landing Pages

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

We audit the account against how B2B SaaS buying actually works, not what the Google Ads dashboard says.

Includes:

Full account audit across search, display, and YouTube

Search term analysis and negative keyword gap assessment

Match type and bid strategy review

Conversion tracking and attribution gap identification

Quality Score and ad rank analysis

Competitive search landscape review

52%

of Toggl’s spend drove clicks, not pipeline. Our audit showed this could be cut without losing deal volume.

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Landing Pages

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

Every Google Ads campaign type that matters for B2B SaaS, managed as one system.

Campaign type selection is part of The Hey Digital Method. We build the mix that matches the ICP, funnel stage, and budget.

Google Search Ads
The core demand capture channel. Campaigns structured around high-intent product searches, competitor terms, and category queries, with keyword architecture, negative keyword strategy, and bid optimization built for B2B SaaS buying cycles.
Best for
Capturing existing demand from buyers actively searching for a solution.
Google Display Network
Remarketing and prospecting across Google's display network. In-market audience segments, custom intent audiences, and CRM-based customer match lists, with creative designed for B2B buyers.
Best for
Remarketing to site visitors and reaching in-market accounts before they search.
YouTube Ads
Product walkthroughs, feature demos, and customer stories that build trust before prospects enter a buying cycle. Intent-based targeting from Google search data makes YouTube a natural extension of the search strategy.
Best for
SaaS companies with strong product demos or customer stories that translate to video.
Remarketing Campaigns
Cross-network remarketing across search, display, and YouTube. Audiences segmented by engagement level: site visitors, pricing page viewers, content downloaders, and demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
Performance Max
Google's AI-driven campaign type across search, display, YouTube, Gmail, and Discover. We build Performance Max with tight audience signals, asset groups segmented by ICP, and conversion tracking pointed at pipeline actions.
Best for
Scaling reach across Google's full inventory once core search campaigns are performing.
Google Shopping / Demand Gen
For SaaS companies with marketplace listings, self-serve plans, or product-led funnels. Demand Gen campaigns (formerly Discovery) place product-focused ads across YouTube, Gmail, and Discover feeds.
Best for
Product-led SaaS with self-serve pricing or free trial funnels where visual creative drives conversions.
Note on campaign mix
Most B2B SaaS Google Ads programs start with search and remarketing, then expand to display, YouTube, and Performance Max based on pipeline signals. We start where the intent is strongest and scale with data.

Google Search Ads
The core demand capture channel. Campaigns structured around high-intent product searches, competitor terms, and category queries, with keyword architecture, negative keyword strategy, and bid optimization built for B2B SaaS buying cycles.
Best for
Capturing existing demand from buyers actively searching for a solution.
Google Display Network
Remarketing and prospecting across Google's display network. In-market audience segments, custom intent audiences, and CRM-based customer match lists, with creative designed for B2B buyers.
Best for
Remarketing to site visitors and reaching in-market accounts before they search.
YouTube Ads
Product walkthroughs, feature demos, and customer stories that build trust before prospects enter a buying cycle. Intent-based targeting from Google search data makes YouTube a natural extension of the search strategy.
Best for
SaaS companies with strong product demos or customer stories that translate to video.
Remarketing Campaigns
Cross-network remarketing across search, display, and YouTube. Audiences segmented by engagement level: site visitors, pricing page viewers, content downloaders, and demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
Performance Max
Google's AI-driven campaign type across search, display, YouTube, Gmail, and Discover. We build Performance Max with tight audience signals, asset groups segmented by ICP, and conversion tracking pointed at pipeline actions.
Best for
Scaling reach across Google's full inventory once core search campaigns are performing.
Google Shopping / Demand Gen
For SaaS companies with marketplace listings, self-serve plans, or product-led funnels. Demand Gen campaigns (formerly Discovery) place product-focused ads across YouTube, Gmail, and Discover feeds.
Best for
Product-led SaaS with self-serve pricing or free trial funnels where visual creative drives conversions.
Note on campaign mix
Most B2B SaaS Google Ads programs start with search and remarketing, then expand to display, YouTube, and Performance Max based on pipeline signals. We start where the intent is strongest and scale with data.

Google Search Ads
The core demand capture channel. Campaigns structured around high-intent product searches, competitor terms, and category queries, with keyword architecture, negative keyword strategy, and bid optimization built for B2B SaaS buying cycles.
Best for
Capturing existing demand from buyers actively searching for a solution.
Google Display Network
Remarketing and prospecting across Google's display network. In-market audience segments, custom intent audiences, and CRM-based customer match lists, with creative designed for B2B buyers.
Best for
Remarketing to site visitors and reaching in-market accounts before they search.
YouTube Ads
Product walkthroughs, feature demos, and customer stories that build trust before prospects enter a buying cycle. Intent-based targeting from Google search data makes YouTube a natural extension of the search strategy.
Best for
SaaS companies with strong product demos or customer stories that translate to video.
Remarketing Campaigns
Cross-network remarketing across search, display, and YouTube. Audiences segmented by engagement level: site visitors, pricing page viewers, content downloaders, and demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
Performance Max
Google's AI-driven campaign type across search, display, YouTube, Gmail, and Discover. We build Performance Max with tight audience signals, asset groups segmented by ICP, and conversion tracking pointed at pipeline actions.
Best for
Scaling reach across Google's full inventory once core search campaigns are performing.
Google Shopping / Demand Gen
or SaaS companies with marketplace listings, self-serve plans, or product-led funnels. Demand Gen campaigns (formerly Discovery) place product-focused ads across YouTube, Gmail, and Discover feeds.
Best for
Product-led SaaS with self-serve pricing or free trial funnels where visual creative drives conversions.
Note on campaign mix
Most B2B SaaS Google Ads programs start with search and remarketing, then expand to display, YouTube, and Performance Max based on pipeline signals. We start where the intent is strongest and scale with data.

RESULTS

The proof is in the pipeline.

Explore all results

Ad spend reduced by 52%.

Deal volume maintained.

LTV-to-paid-acquisition cost improved from 6.6 to 9.1.

Read the full story

Ad spend reduced by 52%.

Deal volume maintained.

LTV-to-paid-acquisition cost improved from 6.6 to 9.1.

Read the full story

Ad spend reduced by 52%.

Deal volume maintained.

LTV-to-paid-acquisition cost improved from 6.6 to 9.1.

Read the full story

Click here for more

Why B2B SaaS companies choose us for Google Ads.

200+ B2B SaaS accounts managed. That's all we do.

Every keyword strategy, bid decision, and landing page comes from real SaaS accounts across MarTech, FinTech, data infrastructure, productivity tools, and developer platforms. No e-commerce playbooks. No spreading across industries. B2B SaaS search — high-CPC keywords, long conversion windows — is the only problem we solve.

Senior strategists who own the account.

A senior B2B Google Ads strategist leads each account as the dedicated point of contact. They've built and scaled Google Ads for SaaS companies across growth stages. They stay on the account. Behind them: a full team across strategy, creative, and campaign execution.

In-house creative and landing pages.

Our writers and designers produce search ad copy, display creative, YouTube ads, and landing pages built to convert paid search traffic. New variations every sprint. When you're paying $15-$50 per click on B2B keywords, the landing page can't be an afterthought.

Structured experimentation, not set-and-forget.

Sprint cycles, defined hypotheses, isolated variables, decisions on pipeline data. We test ad copy, landing pages, bid strategies, audiences, and keyword expansion on a continuous cadence. Results compound because every test is documented.

Attribution that connects clicks to revenue.

Fibbler and Factors connect Google Ads data to CRM pipeline, tracing a search ad click to a closed deal six months later. Pipeline generated, opportunities influenced, revenue attributed, CAC at campaign and keyword level. This is what keeps Google Ads funded.