But there is a critical difference between running Google Ads that generate clicks and running Google Ads that generate pipeline.
Most generalist PPC agencies optimize for cost per click or cost per lead. They report on impressions and conversion volume. Those metrics look good in a dashboard but tell you nothing about whether those leads turned into qualified opportunities, entered a sales cycle, or converted into revenue.
B2B SaaS companies operate with long sales cycles, multiple stakeholders in the buying process, and average contract values that require precise targeting. A Google Ads strategy built for ecommerce simply does not work here. The agencies that deliver results in this space understand SaaS unit economics, CRM-level attribution, and the difference between a form fill and a sales-qualified lead.
This guide covers how to evaluate a B2B SaaS Google Ads agency and profiles the agencies doing this work at a high level today.
Table of Contents
Table of Contents
How to Evaluate a B2B SaaS Google Ads Agency
Before reviewing any agency list, it helps to know what separates a strong SaaS PPC partner from a generalist shop running the same playbook across every vertical.
SaaS buying cycle experience matters. B2B software purchases can take 30 to 120 days depending on deal size. Agencies need to build campaigns that nurture prospects through awareness, evaluation, and decision stages rather than optimizing for a single conversion event.
Demand capture vs. demand generation. Google Ads excels at capturing existing demand. The right agency knows when to focus on high-intent search campaigns and when to layer in YouTube or Display for awareness. They also know when Google Ads is not the right channel at all.
Revenue tracking and attribution. Any agency can report on leads. Fewer can connect ad spend to pipeline value and closed-won revenue. Ask how they integrate with your CRM. Ask whether they use offline conversion imports. If they cannot answer those questions clearly, move on.
Creative testing systems. Ad fatigue is real, especially in narrow B2B audiences. Strong agencies have structured processes for testing headlines, landing pages, ad formats, and offers across the funnel.
CPA vs. pipeline metrics. Cost per acquisition matters, but not in isolation. A $200 CPA that produces $50K ACV deals is dramatically more valuable than a $50 CPA that produces unqualified demos. The right agency measures what matters downstream.
Channel diversification understanding. Google Ads rarely operates in isolation. The strongest agencies understand how paid search fits alongside LinkedIn, Meta, and programmatic within a broader demand generation strategy.
With those criteria in mind, here are the B2B SaaS Google Ads agencies worth evaluating.
The Round-Up: B2B SaaS Google Ads Agencies
Hey Digital
Website: heydigital.co
Hey Digital is a B2B SaaS performance marketing agency built specifically to drive pipeline growth and revenue for software companies. Their focus is narrow by design. They work exclusively with B2B SaaS businesses, and that specialization shapes every part of their operation.
The agency runs paid acquisition campaigns across Google Ads, LinkedIn, Meta, and other paid channels with a clear emphasis on generating high-quality signups and demos that convert into customers. They have worked with over 200 B2B SaaS companies, giving them a depth of pattern recognition that generalist agencies cannot replicate.
What sets Hey Digital apart is their operational maturity. Their leadership team brings direct SaaS experience, and their delivery systems are built for scalable, repeatable execution. They use structured testing frameworks tailored to each client’s product, ICP, and funnel stage rather than applying generic campaign templates.
Ideal for: Series A through Series C B2B SaaS companies with product-market fit who need to scale paid acquisition with pipeline accountability.
Key strengths:
- Exclusive B2B SaaS focus across multiple paid channels
- Revenue and pipeline-first reporting, not vanity metrics
- SaaS-experienced leadership and account teams
- Scalable delivery systems with structured creative testing
- Proven track record across 200+ SaaS engagements
Directive Consulting
Website: directiveconsulting.com
Directive has positioned itself as a performance marketing agency focused on the technology sector with particular depth in B2B SaaS. They are known for their Customer Generation methodology, which prioritizes lifetime value over lead volume.
Their approach to Google Ads centers on pipeline attribution. They build campaigns around revenue outcomes and integrate deeply with CRM systems to track the full buyer journey from first click to closed deal. Their team brings strong analytical capabilities and a willingness to be held accountable for business metrics.
Ideal for: Mid-market and enterprise B2B SaaS companies with monthly ad budgets of $25K+ seeking sophisticated attribution and account-based strategies.
Key strengths: Revenue attribution modeling, enterprise SaaS experience, data-heavy approach to campaign optimization.
KlientBoost
Website: klientboost.com
KlientBoost combines PPC management with conversion rate optimization, which makes them particularly effective at improving funnel efficiency. Their team tests landing pages, ad creative, and offers simultaneously to find the combination that drives the strongest results.
Their rapid experimentation approach works well for SaaS companies that need to iterate quickly across multiple campaign types. They have experience across Google Ads, LinkedIn, and Facebook with a structured testing cadence that keeps campaigns from going stale.
Ideal for: Growth-stage SaaS companies with $15K+ monthly budgets that want aggressive testing and fast iteration cycles.
Key strengths: Integrated CRO and PPC execution, rapid creative testing, strong landing page capabilities.
Single Grain
Website: singlegrain.com
Single Grain brings a content-driven approach to B2B SaaS advertising. They pair Google Ads management with SEO and content strategy, which can be valuable for SaaS companies that want their paid and organic efforts to reinforce each other.
Their team has experience managing campaigns for both PLG and sales-led SaaS motions. Their reporting framework acknowledges the long sales cycles common in B2B software and tracks performance beyond initial conversion events.
Ideal for: B2B SaaS companies looking for an integrated digital marketing approach that combines paid acquisition with content and SEO.
Key strengths: Multi-channel integration, content-supported paid strategy, experience with both PLG and enterprise SaaS models.
Aimers
Website: aimers.io
Aimers focuses on Google Ads and paid media for SaaS and technology companies. Their team brings hands-on experience with SaaS-specific challenges like long sales cycles, multi-persona targeting, and the need to optimize for downstream revenue rather than front-end lead volume.
They emphasize a data-driven approach with detailed attribution tracking and regular campaign analysis. Their account management structure ensures that senior strategists stay involved in day-to-day campaign decisions rather than handing clients off to junior team members.
Ideal for: SaaS companies of various sizes seeking a dedicated paid media partner with strong Google Ads expertise and SaaS vertical knowledge.
Key strengths: SaaS-focused campaign management, senior-led account teams, emphasis on conversion quality over volume.
Powered by Search
Website: poweredbysearch.com
Powered by Search serves enterprise B2B SaaS companies with complex products, long sales cycles, and multiple buyer personas. Their approach integrates Google Ads with account-based marketing strategies, making them a strong fit for companies running coordinated ABM programs.
Their experience with large-scale campaigns and multi-persona targeting makes them well suited for companies selling into enterprise accounts where the buying committee includes technical evaluators, champions, and economic decision-makers.
Ideal for: Enterprise B2B SaaS companies with $50M+ ARR running ABM programs alongside paid search.
Key strengths: Enterprise SaaS specialization, ABM integration, complex multi-persona campaign architecture.
Refine Labs
Website: refinelabs.com
Refine Labs has built its reputation around the concept of demand creation versus demand capture. Their framework challenges the traditional lead generation model and focuses instead on building brand awareness and demand before capturing it through high-intent search campaigns.
For SaaS companies that already have strong brand recognition and need to scale their Google Ads program within a broader demand strategy, Refine Labs offers a sophisticated perspective on how paid search fits into the overall growth picture.
Ideal for: B2B SaaS companies with established brand presence looking to build a full-funnel demand strategy with Google Ads as the capture layer.
Key strengths: Demand creation methodology, strategic perspective on channel roles, strong thought leadership in SaaS marketing.
Disruptive Advertising
Website: disruptiveadvertising.com
Disruptive Advertising has built a strong practice around performance marketing with a particular focus on understanding unit economics. They want to know what leads are worth months after initial conversion, not just what they cost at the point of capture.
Their attribution models track campaigns through to closed-won revenue, which is surprisingly rare among marketing agencies of their size. Their targeting strategies incorporate firmographic and behavioral data to reach the right accounts within B2B SaaS audiences.
Ideal for: Scale-ups and enterprise SaaS companies with $10K+ monthly ad budgets seeking revenue-focused PPC management.
Key strengths: Unit economics focus, revenue attribution capabilities, sophisticated audience targeting.
WebFX
Website: webfx.com
WebFX brings significant scale and a broad range of digital marketing capabilities including Google Ads management for B2B SaaS companies. Their strength lies in supporting larger organizations with complex product suites and multiple buyer personas that require segmented campaign strategies.
Their proprietary technology platform provides detailed reporting and attribution across channels. For enterprise SaaS companies that need a full-service digital partner with strong PPC capabilities, WebFX offers the infrastructure and team depth to manage large-scale programs.
Ideal for: Enterprise B2B SaaS companies with large budgets seeking a full-service digital marketing partner with robust Google Ads capabilities.
Key strengths: Enterprise-scale operations, proprietary technology stack, multi-channel campaign management.
Choosing the Right Agency for Your Stage and Goals
There is no single agency that fits every B2B SaaS company. The right choice depends on your growth stage, your go-to-market motion, your budget, and how you define success.
Early-stage companies with strong product-market fit and limited budgets should prioritize agencies with deep SaaS specialization and structured testing frameworks. They need partners who can find signals in small data sets and iterate quickly.
Growth-stage companies scaling from Series A through Series C need agencies that can manage increasing complexity across channels while maintaining pipeline accountability. This is where operational maturity and multi-channel expertise become critical.
Enterprise companies with large budgets and long sales cycles need partners who understand ABM integration, multi-persona targeting, and the organizational complexity of selling into large accounts.
Regardless of stage, one principle holds true. Google Ads success in B2B SaaS depends on revenue alignment. Any agency can drive traffic. The ones worth hiring are the ones that connect ad spend to pipeline and revenue with precision and transparency.
Start by auditing your current performance. Identify where leads drop off between conversion and closed deal. Then evaluate agencies based on their ability to solve that specific problem. The answers you get will tell you everything you need to know.
