SaaS marketing built on unit economics

A SaaS PPC agency, or SaaS marketing agency, runs paid search and paid social (Google Ads, Microsoft Advertising, LinkedIn and Meta) to win trials, demos and paying customers. What sets it apart from general PPC is what it optimises to: activated users, paid conversions and payback, sent back to the ad platforms from your product and CRM data, rather than raw sign-ups.

Both, with a clear focus. Brightpace is a B2B SaaS marketing agency that specialises in paid acquisition: Google Ads, LinkedIn, paid social and the tracking that connects them to your CRM. We don’t do SEO, content or outbound, so we work alongside whoever handles those. Comparing options? See our guide to the best B2B SaaS marketing agencies in the UK.

By optimising to the leads that become customers, not the ones that fill in a form. We send qualified-lead, opportunity and closed-won stages from your CRM back to Google Ads and LinkedIn, so bidding learns what a good lead looks like, then hold every channel to payback and LTV:CAC targets and move budget to the funnels that acquire customers who activate, convert and expand.

Yes. We measure from ad to trial to activation to paid, and send those events back to the platforms, so spend optimises to real product engagement rather than just sign-ups.

High-intent Google and Microsoft search, LinkedIn for sales-led and account-based motions, Meta and Reddit for product-led growth, tuned to your funnel and deal size.

It can work well for comparison-stage buyers, but test it carefully: clicks can be expensive and intent varies. Bidding on competitor names as keywords is generally allowed on Google, while using their trademarks in ad text can be restricted.

By sending trial, activation and paid-conversion events from your product or CRM back to the ad platforms, so campaigns get credit for, and optimise towards, the users who actually pay.

For sales-led, higher-value SaaS, usually yes. Its company and job-title targeting is hard to match. For low-price, self-serve products, search and Meta often deliver customers more efficiently. See how we run LinkedIn ads for B2B and SaaS.

Tracking is set up in the first two weeks and campaigns usually go live in weeks three to four. If you already have campaigns running, they keep running while we review and rebuild, so there’s no gap in lead flow. See how the first 90 days work.

Yes. Your ad accounts and their history stay with you. We audit first, keep what works and change what doesn’t, so you don’t lose the data your campaigns have learned from.

Yes. We work with SaaS companies across the UK and the EU, including campaigns that run in several countries at once, all managed remotely.

Yes. Our fixed-price paid media audits cost £195 for one platform or £395 for up to three, covering campaigns, tracking and how trials and demos are measured, with a prioritised action plan you keep. Want to check the basics yourself first? Use our SaaS PPC audit checklist.

A weekly report and a live daily dashboard built around trials, activation, paying customers, pipeline, CAC and payback, alongside the platform numbers, plus a monthly call to agree the next month’s plan. Each report says what changed, why, and the specific recommendations for what happens next. See what the reports and dashboard look like.

Yes. For higher-value, sales-led products we build demo-led search and LinkedIn account-based campaigns, and judge them on pipeline and closed revenue from your CRM rather than on lead volume. When deals take months to close, we optimise to earlier qualified stages, such as meetings booked or opportunities created, so the platforms get enough signal to learn while revenue catches up.

Usually because the ad platforms are optimising to form fills, and form fills are easy to win from people who will never buy: students, competitors, spam and the wrong company size. The fix is to send lead quality back: import qualified and closed-won stages from your CRM, add enhanced conversions, block form spam and judge campaigns on cost per qualified opportunity. We cover the set-up in our guide to offline conversion tracking for B2B.

Yes, and it usually works better that way. Search captures people already looking, LinkedIn reaches the right companies and job titles before they search, and Meta suits product-led and lower-price products. Run as one plan, budget moves to whichever channel is bringing in pipeline at the best CAC, instead of each channel being judged on its own reported numbers.

Work back from customer lifetime value and your target payback period. Once you know what a customer can profitably cost, we set budgets to hit that CAC and scale while it holds.