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Running Google Ads for a B2B SaaS company is nothing like running them for an ecommerce store or a local business.
The sales cycles are longer. The buying committees are bigger. And the gap between a "lead" and actual revenue can be months wide.
Most generalist PPC agencies don't understand this. They'll optimize for clicks and form fills, hand you a report full of vanity metrics, and call it a day. Meanwhile, your pipeline stays dry and your CFO starts asking uncomfortable questions.
That's why choosing an agency with genuine B2B SaaS experience matters. You need a team that understands demand capture vs. demand creation, knows how to structure campaigns around long buying journeys, and measures success in pipeline and revenue, not impressions.
We put together this list to help B2B SaaS marketing leaders find Google Ads partners that actually get it. Every agency here specialises in (or has a strong track record with) SaaS companies, and each brings something different to the table.
Here's who made the cut.
Focus: B2B SaaS exclusively
Services: PPC management, ad creative, landing page design, video ads
Best for: Series A to C SaaS companies looking to scale paid acquisition with a team that only works in B2B SaaS
Hey Digital is a performance marketing agency that works exclusively with B2B SaaS companies. Not as a side vertical, but as their entire focus. They've worked with over 200 SaaS brands, running campaigns across Google Ads, LinkedIn, Meta, and other platforms, with everything measured against pipeline and revenue rather than vanity metrics.
Their Google Ads results speak for themselves. For Pitch, they launched competitor search campaigns on Google using just 20% of the existing Facebook budget. Those campaigns generated 47% of Facebook's monthly signups. Overall, they reduced CPA by 42% and increased signups by 56% while spending 9% less. For CXL, they took over a stagnating Google Ads account and quickly turned performance around by restructuring account architecture and making data-led optimisations.
Beyond PPC, Hey Digital handles ad creative, SaaS-specific landing pages, and video ads in-house. There's no disconnect between campaign strategy and the post-click experience. Their leadership team includes operators with SaaS CMO experience, which means strategic conversations go beyond campaign tactics.
What to know: They work with companies that have proven product-market fit. If you're pre-PMF and still figuring out messaging, you may need to nail that down first.
Focus: B2B SaaS and tech
Services: PPC, SEO, content, design, revenue operations
Best for: Mid-market to enterprise SaaS companies ($10M+ ARR) that need pipeline attribution and RevOps integration
Directive has built its reputation around what they call "Customer Generation," a methodology that shifts marketing focus from MQLs to qualified pipeline. They've generated over $1B in attributed client revenue over the past decade, primarily for B2B SaaS and tech companies.
Their Google Ads work goes deep on attribution. They track not just leads but which campaigns generate SQLs, which SQLs convert to opportunities, and which opportunities actually close. For companies with 6 to 12 month sales cycles, that kind of full-funnel visibility is essential.
Directive works best with SaaS companies that already have strong creative teams and need a partner focused on paid media ROI and revenue operations alignment. Their team is structured in pods with channel specialists, and they have offices in multiple cities including Irvine, Los Angeles, New York, Austin, and London.
What to know: Pricing follows a percentage-of-spend model with longer contract commitments, which suits larger budgets but may feel less flexible for earlier-stage companies.
Focus: B2B SaaS, tech, and ecommerce
Services: PPC, CRO, SEO, email marketing, paid social
Best for: SaaS companies that want aggressive creative testing paired with conversion rate optimisation
KlientBoost combines PPC management with a strong conversion rate optimization (CRO) practice. They're known for running high volumes of A/B tests across ad copy, creatives, and landing pages to find the most profitable combinations.
For B2B SaaS clients, this testing-heavy approach can surface messaging and creative angles that wouldn't emerge from a set-it-and-forget-it campaign structure. They've worked with notable SaaS brands including SAP and Frontify.
Their wider agency model means you can layer SEO, email, and organic services onto your paid campaigns. However, they serve multiple verticals (including ecommerce), so the SaaS-specific depth may not be as deep as agencies that work exclusively in the space.
What to know: Pricing typically combines a retainer with percentage-of-spend components. Contracts usually run 6 to 12 months.
Focus: B2B SaaS
Services: Paid media, demand gen strategy, content
Best for: Mission-critical software companies with monthly budgets of $7,500+
Powered by Search brings close to two decades of experience and has helped generate over $100M in client revenue. They specialise in B2B SaaS paid media and have built their reputation on omnichannel remarketing with sequential ad delivery.
Their approach recognises that SaaS buyers don't convert on the first touch. Instead of optimising for immediate conversions from cold traffic, they build campaigns that move prospects through the funnel with coordinated messaging across channels.
This is particularly valuable for companies selling high-ACV products where the buying journey involves multiple stakeholders and touchpoints.
What to know: The $7,500/month minimum budget means they're best suited for companies that have already validated paid as a channel and are looking to scale.
Focus: B2B Google Ads
Services: PPC management, campaign strategy, landing page guidance
Best for: Global SaaS companies running campaigns across multiple regions
Getuplead operates with clients across North America, Europe, and Oceania, making them a strong choice for SaaS companies that need to manage Google Ads across multiple geographies.
They work on month-to-month agreements with no minimum commitment, provide daily campaign monitoring, and offer weekly client touchpoints. That level of communication cadence is uncommon, especially among agencies without long-term contracts.
Their campaigns are structured around full-funnel visibility, from keyword selection through to conversion tracking and ROI reporting. Clients have highlighted the team's proficiency and hands-on approach as key strengths.
What to know: They're a smaller, focused team. If you need creative production or landing page design alongside PPC, you may need to pair them with another provider.
Focus: B2B SaaS, enterprise tech, cloud services
Services: Google Ads, SEO, CRO, content marketing, growth analytics
Best for: SaaS companies that want paid search integrated with a broader content and SEO strategy
Single Grain takes a full-funnel approach that connects paid acquisition with long-term organic growth. Their Google Ads strategies are built around the customer journey, from awareness-stage content through to decision-stage search campaigns.
This blended model works well for SaaS companies that don't want to treat PPC as an isolated channel. If your strategy involves thought leadership content, SEO, and paid working together, Single Grain's integrated approach can help ensure the pieces connect.
Their founder Eric Siu has built a significant industry profile, and the team has a track record of tying ad performance directly to revenue growth with transparent reporting.
What to know: They serve a wide industry roster beyond SaaS, so niche B2B SaaS products may require some ramp-up time during onboarding.
Focus: B2B SaaS and select high-value verticals
Services: Google Ads management, campaign strategy
Best for: SaaS companies looking for a specialist Google Ads partner with hands-on campaign management
Velocity PPC positions itself as a specialist Google Ads agency with deep experience in B2B SaaS. They've managed significant campaign spend across software companies and focus specifically on driving demo bookings, trial signups, and MRR growth, not just raw traffic.
Their evaluation criteria for campaigns align well with what SaaS marketing leaders care about: conversion quality, pipeline contribution, and cost-efficiency at each funnel stage.
What to know: Their services are more tightly scoped around Google Ads specifically, so if you need multi-channel paid media management across LinkedIn, Meta, and similar platforms, you may need additional support.
Focus: B2B SaaS Google Ads
Services: Google Ads management, CRO, ad copywriting
Best for: B2B SaaS companies that want a small, dedicated team with deep Google Ads expertise
Bounty Hunter is a performance-focused agency built specifically around Google Ads for B2B SaaS. They've managed over 100 Google Ads accounts and more than $10M in SaaS ad spend.
Their model assigns a dedicated "tiger team" to each client, typically a PPC lead, PPC specialist, copywriter, and CRO expert. This structure means you're not sharing attention with dozens of other accounts.
They communicate directly through Slack, provide real-time updates, and focus their reporting on the metrics that matter to SaaS teams: signups, demos, and new customers, not impressions or click-through rates.
What to know: They're focused specifically on Google Ads. If you need LinkedIn or Meta campaigns managed alongside search, you'll need to bring in another partner.
Focus: B2B SaaS and tech
Services: Google Ads, paid social, SEO, content marketing, web development
Best for: UK-based SaaS and tech companies that want a full-service digital marketing partner
Gripped is a B2B digital marketing agency based in the UK that serves SaaS and tech companies. Their paid media team handles Google Search Ads, Display campaigns, and paid social, with campaign structures tailored to specific business goals and target audiences.
They offer a broader service range than pure-play PPC agencies, including SEO, content, and web development. This makes them a strong option for SaaS companies that want a single agency handling multiple digital channels without needing to coordinate between providers.
What to know: Their core client base is UK-focused. If you're a US-based SaaS company, an agency with more North American market experience may be a better fit.
Google Ads can be one of the most efficient demand capture channels for B2B SaaS, but only when campaigns are built by people who understand the space.
The agencies on this list all bring real SaaS experience to the table. Some are best for enterprise-scale operations, others for earlier-stage companies testing paid for the first time. The right choice depends on your growth stage, budget, internal team structure, and how much of the paid acquisition stack you want handled externally.
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