Media Planning Agency & PPC Consulting for SaaS
As a media planning agency and PPC consultancy, we advise rather than take the keys. Expert PPC advisors who optimise your paid media for SaaS pipeline, not just clicks. We audit, strategise, and advise on Google Ads, LinkedIn Ads, and programmatic campaigns-helping your team maximise ROAS and reduce customer acquisition costs.
What we can actually evidence.
How these are measured
- SaaS brands served:
- n = 30 SaaS brands. company inception to August 2026. Count of distinct SaaS companies under a signed advisory agreement. Excludes one-off audits, workshops and prospect calls.
- Years in-house experience:
- n = 1 founding team. 2015 to 2026. Cumulative years spent in salaried, in-house growth and marketing roles at SaaS companies before founding Surge45.
- AI assistants tracked:
- n = 6 assistants. current monitoring coverage. ChatGPT, Gemini, Claude, Perplexity, Microsoft Copilot and Grok, plus the AI Overviews and AI Mode surfaces inside Google Search. A coverage fact, not a performance claim.
- Growth pillars, one system:
- n = 4 pillars. current advisory model. Discover, Convert, Attribute and Grow. A structural fact about how the advisory is organised, not a performance claim.
The gaps quietly costing you pipeline.
Paid campaigns generating clicks but not converting to qualified pipeline
Rising CPCs and CPLs making paid channels increasingly unprofitable
In-house team managing ads without a strategic framework for SaaS metrics
Poor attribution making it impossible to prove paid media ROI to the board
Creative fatigue causing declining ad performance across platforms
Wasted spend on audiences that don't match your ideal customer profile
How we drive compound growth.
SaaS PPC Experts
Strategic advisors who optimise for demos and pipeline, not just impressions and clicks.
ROI-Obsessed
Every recommendation tied to CAC, ROAS, and pipeline contribution metrics.
Full-Funnel Attribution
Connect ad spend to revenue with multi-touch attribution models.
Rapid Optimisation
Quick-win audits that identify wasted spend and unlock hidden performance.
Paid Media Has Changed. Is Your Team Adapting?
Privacy changes, AI bidding, and platform evolution require expert PPC advisors who understand modern SaaS advertising.
- Cookie deprecation requires first-party data strategies
- Google's AI bidding needs expert guidance and guardrails
- LinkedIn CPCs demand conversion-focused campaigns, not brand awareness
- Multi-touch attribution is essential for SaaS sales cycles
- Creative strategy matters more than ever in crowded feeds
- ABM and paid media convergence requires new approaches
What Our PPC Advisors Deliver
Google Ads Strategy
Search, display, and YouTube campaigns optimised for SaaS conversions.
LinkedIn Ads Strategy
Decision-maker targeting with campaigns designed for long SaaS sales cycles.
Audience Architecture
ICP-based audience segmentation across platforms for precision targeting.
Attribution Setup
Multi-touch attribution models connecting ad spend to revenue.
Creative Strategy
Ad creative frameworks that drive engagement and conversions.
Budget Optimisation
Channel and campaign budget allocation for maximum pipeline ROI.
PPC Advisory Engagement Process
Discovery & Goals
Understand your business objectives, ICP, current paid performance, and budget constraints.
Account Audit
Deep audit of all paid accounts-structure, targeting, bidding, creatives, and tracking.
Strategy & Roadmap
Present findings with a prioritised optimisation plan and projected impact.
Quick Wins
Implement immediate optimisations to stop wasted spend and boost performance.
Ongoing Advisory
Regular strategy sessions where we guide optimisation and scaling.
Performance Reviews
Monthly deep-dives connecting paid media performance to pipeline and revenue.
Results that speak for themselves.
Improved ROAS from 1.8x to 5.2x through account restructure and audience refinement.
Reduced cost per qualified lead by 58% while increasing lead volume by 40%.
Generated $3.2M in pipeline from paid channels in first year of strategic advisory.
SaaS Platform
Challenge: Spending $80K/month on Google & LinkedIn ads with poor lead quality and unclear ROI
What we did: Full account audit, restructured campaigns around ICP, implemented multi-touch attribution, creative refresh
- ROAS improved from 1.8x to 5.2x
- 58% reduction in CPL
- Lead quality score improved 72%
Enterprise Security SaaS
Challenge: LinkedIn Ads driving high CPCs with low demo conversion, considering cutting paid entirely
What we did: Audience architecture redesign, ABM-aligned campaigns, retargeting sequences, conversion tracking fix
- 42% lower CPC on LinkedIn
- 3.4x demo conversion rate improvement
- $3.2M pipeline attributed to paid
Illustrative composite. These are engagement patterns described by category, not named clients, and the figures show the shape of an outcome rather than a single verifiable result. Read them as an indication of what the work produces, not as a claim you could check. Where we publish a number about the firm itself, it carries its sample size, window and method on the page.
Why SaaS teams choose us.
SaaS-Focused PPC
We only consult on SaaS paid media-deep vertical expertise.
Platform Agnostic
Expert across Google, LinkedIn, Meta, and programmatic channels.
Revenue Attribution
Connect every ad dollar to pipeline and closed revenue.
Senior Advisors
Work with experienced strategists who have managed significant ad spend.
Team Empowerment
Build your team's PPC capabilities alongside strategic guidance.
Flexible Engagement
Audit-only, retainer, or project-based-tailored to your needs.
Questions teams ask.
How is PPC advisory different from a managed PPC service?
We bring the senior PPC strategy and direction that in-house teams and agencies lack, and can lead execution end-to-end through our Execution engagements. Strategic Advisory focuses on strategy, audits, and advisory; choose it when you need expert direction layered onto an existing function.
Which platforms do your PPC advisors cover?
Google Ads (Search, Display, YouTube), LinkedIn Ads, Meta Ads, and programmatic platforms. We advise on the right channel mix based on your ICP and growth stage.
How quickly can we see improvements?
Quick wins from an audit-like pausing wasted spend and fixing tracking-often show impact within 2-4 weeks. Strategic improvements typically compound over 2-3 months.
Do we need a minimum ad spend for strategic advisory to be worthwhile?
We typically work with companies spending $20K+ per month on paid media. Below that threshold, a full audit may not be cost-effective, but a one-time strategy session can still be valuable.
Do your PPC advisors manage campaigns day to day?
Through advisory we set the strategy, audit performance, and direct your in-house team or existing agencies. Where you need it run for you, we lead day-to-day campaign management end-to-end through our Execution engagements.
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Learn morePaid Advertising
PPC strategy and direction for SaaS companies.
Learn more