SaaS PPC & Paid Advertising Strategic Advisory
Maximise paid advertising ROI with campaigns built for SaaS metrics. We set the strategy for and audit your Google Ads, LinkedIn Ads, and programmatic campaigns so they drive qualified demos and pipeline, not just clicks, while keeping your customer acquisition cost under control.
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.
High cost-per-lead making paid channels unprofitable
Poor ad-to-pipeline attribution making ROI unclear
Wasted spend on clicks that don't convert to demos
Creative fatigue causing declining performance
Difficulty targeting the right decision-makers on LinkedIn
Rising CPCs eating into marketing budgets
How we drive compound growth.
Precision Targeting
Reach decision-makers at your ideal accounts with laser-focused targeting.
ROI Obsessed
Every dollar optimised for pipeline contribution, not vanity metrics.
Full-Funnel Tracking
Connect ad spend to revenue with multi-touch attribution.
Rapid Testing
Continuous A/B testing to find winning combinations fast.
Paid Media Has Changed. Has Your Strategy?
Rising CPCs, privacy changes, and evolving platforms require a sophisticated approach to SaaS advertising.
- Cookie deprecation requires first-party data strategies
- LinkedIn CPCs demand conversion-focused campaigns
- Google's AI bidding needs expert guidance
- Multi-touch attribution is now essential
- Creative fatigue requires constant testing
- Account-based targeting beats broad audiences
Turn Every Ad Dollar Into Revenue
Google Ads
Search, display, and YouTube campaigns optimised for SaaS conversions.
LinkedIn Ads
Precision audience targeting by job title, company, and industry.
Retargeting
Multi-channel retargeting to re-engage and convert.
Landing Pages
High-converting pages designed for paid traffic.
Budget Optimisation
Dynamic allocation to highest-performing campaigns.
Creative Testing
Systematic testing to identify winning messages.
9-Step Paid Advertising Framework for SaaS
Account Audit
Deep dive into existing campaigns, identifying wasted spend and optimisation opportunities.
Competitive Research
Analyse competitor ad strategies, messaging, and landing pages.
Strategy & Setup
Custom campaign architecture, audience targeting, and conversion tracking.
Creative Development
Develop compelling ad creative and landing pages aligned with your brand.
Tracking Implementation
We specify and set up conversion tracking, CRM integration, and attribution.
Campaign Launch
Direct the launch plan with careful budget allocation and monitoring.
A/B Testing
Continuous testing of audiences, creative, and landing pages.
Optimisation
Guidance on bid management, audience refinement, and budget reallocation.
Scale & Report
Identify winners to scale and define transparent ROI reporting.
Results that speak for themselves.
Achieved 5.2x return on ad spend within 90 days.
Reduced CPL from $180 to $76 while scaling spend.
Increased monthly demos from 45 to 153.
Workflow Automation Platform
Challenge: Spending $40K/month on ads with poor ROI and no clear attribution
What we did: Redesigned campaign architecture, specified CRM tracking, and refocused strategy on pipeline not clicks
- 5.2x ROAS achieved
- 52% reduction in CAC
- $1.2M attributed pipeline in 6 months
Cloud Operations Platform
Challenge: LinkedIn CPL at $180 making the channel seem unprofitable
What we did: Refined audience targeting strategy, recommended new ad formats, and directed conversion-optimised landing page design
- -58% CPL reduction
- 3.4x more demos at same budget
- LinkedIn became #2 pipeline source
Data Integration Platform
Challenge: Scaling paid channels while maintaining efficiency and quality
What we did: Designed a systematic testing framework, defined automated bid management rules, and mapped expansion to new channels
- +240% demo bookings
- Maintained 4.2x ROAS while scaling
- 2x budget with better efficiency
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
Every campaign built for SaaS software.
Revenue Attribution
Connect ad spend to pipeline in your CRM.
Platform Experts
Specialists experienced across Google and LinkedIn ads.
Proven Track Record
Significant ad spend managed across SaaS clients.
Transparent Reporting
Real-time dashboards and weekly updates.
Flexible Engagement
Scale up or down based on your needs.
Questions teams ask.
What's a good ROAS for SaaS PPC?
For SaaS, a 3-5x ROAS is typically considered strong, though this varies by ACV and sales cycle. We focus on pipeline and revenue attribution rather than just ROAS.
Google Ads or LinkedIn Ads for SaaS?
Usually both, with different roles. Google captures high-intent searchers, while LinkedIn enables precise account and persona targeting. We help you find the right mix.
How much should we spend on PPC?
It depends on your growth goals and ACV. We typically recommend starting with $10-20K/month to gather meaningful data, then scaling based on results.
How do you handle attribution?
We design and implement multi-touch attribution connecting ad interactions to CRM pipeline. This shows true campaign impact beyond last-click.
What's your approach to creative?
We direct systematic A/B testing with documented learnings, defining the messaging, visuals, and formats to test so your team can find winning combinations for your audience.
Do you advise on landing pages?
Yes, we direct landing page strategy and optimisation or review your existing pages. Conversion optimisation is critical to PPC success.
Specialised services.
Google Ads for SaaS
Specialised Google Ads strategy and advisory for software companies.
Learn moreLinkedIn Ads
SaaS advertising targeting by job title and company.
Learn moreProgrammatic Advertising
Automated display campaigns at scale.
Learn moreRetargeting Campaigns
Multi-channel retargeting to re-engage visitors.
Learn moreLanding Page Optimisation
High-converting pages for paid traffic.
Learn moreCreative Development
Ad creative and copy that converts.
Learn moreMore ways we help.
SEO Services
Organic search strategies that drive qualified traffic and pipeline.
Learn moreContent Marketing
Strategic content that attracts, engages, and converts your ideal customers.
Learn moreLead Generation
Multi-channel lead gen programs that fill your pipeline with qualified prospects.
Learn moreSaaS CAC Optimisation
Lower your customer acquisition costs through channel and conversion optimisation.
Learn moreBootstrap SaaS Growth
Capital-efficient growth strategies for self-funded SaaS companies.
Learn morePerformance Marketing
Full-funnel paid media strategy across all channels.
Learn more