Google Ads and paid media for B2B SaaS
Bought against payback period, not cost per signup.
SaaS revenue arrives monthly for years or stops in week three, and both look identical in an ad account. I manage subscription paid media against CAC payback, gross-margin LTV, and retention by channel — with trial activation treated as the real conversion.
Available for account takeovers, ongoing management, tracking and activation instrumentation, and focused work on comparison pages or funnel measurement. Scope depends on your sales motion and how much of the measurement already exists.
Decision logic
Why SaaS punishes ecommerce-shaped media buying
Subscription businesses have a delayed, conditional revenue event and a conversion that is free to the user. Managing them on cost per signup reliably produces impressive trial volume, flat revenue, and a bidding algorithm optimising toward the wrong people.
A signup costs the user nothing
Which means bidding toward signups finds the people most willing to give up an email address. Until activation and paid conversion are fed back, the cheapest campaign is usually the one producing the least revenue.
Retention sets your maximum bid
Churn sits in the denominator of lifetime value, so a modest retention improvement raises your permitted CAC more than any bidding change can. Most accounts never measure it per channel.
Execution capabilities
SaaS acquisition decisions and execution I can own
Payback and LTV economics
Maximum CAC is calculated per plan tier from gross-margin contribution, real churn, and the payback period your cash position can actually fund — before any budget is committed.
Brand, competitor, and category separation
The three keyword groups have different costs, conversion rates, and definitions of success. Blended into one campaign, the cheapest group quietly underwrites the most wasteful one.
Activation as the conversion event
Finding the in-product action that predicts retention, tracking it, and bidding toward it instead of raw signups — which is what stops the algorithm from buying people who sign up for things.
Pipeline and closed-won feedback
Click IDs stored on the account record, contacts resolved to accounts, and offline conversion imports with real plan values so bidding learns which trials became revenue.
Comparison and switching intent
The alternative-to and versus clusters are the best-converting non-brand traffic in most SaaS accounts, and are usually left entirely to organic. They need real comparison pages behind them.
Retention brought into media decisions
Cohort retention split by acquisition source, because channels with identical CAC routinely produce customers worth double or half what a company-wide LTV assumption suggests.
Working principles
How SaaS accounts are handled
Before you ask
Frequently Asked Questions
Want to know what a customer is actually costing you?
Send your plan tiers, rough churn and gross margin, trial model, and current channel mix. I will explain what I would inspect first and whether the constraint is media, measurement, or onboarding.
Send Your Site & Goal
Who you work with
Vince Servidad
PPC Strategist · Google Ads, Meta Ads & conversion systems
Philippines-based PPC strategist. I plan and manage Google Ads and Meta Ads around real business economics, then fix the tracking, landing-page, and conversion problems limiting performance. £2M+ managed, and a self-funded seven-figure Shopify brand of my own.
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