PPC Agency, Freelancer or In-House? A UK Cost Guide
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B2B SaaS (sales-led)
B2B SaaS marketing judged on pipeline, not MQLs.
Octomize is a B2B SaaS marketing agency for sales-led software companies. We run Google Ads and Meta Ads for demo requests, import SQLs, opportunities and closed-won deals from HubSpot or Salesforce as offline conversions, and set bids by what each deal is worth. You get reports on pipeline and revenue per campaign instead of a count of MQLs.
What's included
- Google Ads Search for category, problem and competitor terms
- Demo request tracking with the click ID stored on the CRM contact
- SQL, opportunity and closed-won imports from HubSpot or Salesforce
- Conversion values set from your ACV by plan or segment
- Meta Ads retargeting for the rest of the buying committee
- Pipeline reporting by campaign, keyword and market
How sales-led SaaS buying works
A buying committee picks your software. The person who clicks the ad and books the demo is often an evaluator, and a manager, IT and finance weigh in before anyone signs. The deal can close months after that first click. If the ad platforms only see the demo form, they learn to find people who fill in demo forms, including students, consultants and competitors doing research.
Search intent in B2B SaaS also splits cleanly. Someone searching your category is comparing options. Someone searching “[competitor] alternative” is already unhappy with a tool. Someone searching a problem may not know software solves it. Each group needs its own campaign, page and bid.
What we run for B2B SaaS
Google Ads for SaaS does most of the work: category, problem and competitor campaigns, each with a landing page built around the demo. We set conversion values from your ACV, so a demo from an enterprise prospect counts for more than one from a small team. Meta Ads retargets visitors and reaches the other people on the committee with content they would not search for.
The core is CRM data. We store the click ID on each HubSpot or Salesforce contact and import SQLs, opportunities and closed-won deals back into Google Ads and Meta. Our post on which SaaS event to bid on explains how to pick the stage. You get monthly reports on pipeline created and revenue won per campaign, with MQLs as a side number.
Where we work
Sales-led SaaS companies selling in the United States, the United Kingdom and the EU. We work in English from Sofia and overlap with both the European and the US East Coast working day.
How it works
- 01
Agree what a good demo is
We sit down with sales and define an SQL: company size, role, use case. Then we map the CRM stages that follow and give each one a value based on your ACV.
- 02
Wire up the CRM
We capture the click ID with each demo request and set up offline conversion imports from HubSpot or Salesforce, so Google and Meta see which demos turned into pipeline.
- 03
Launch on buying intent
Category, alternative and competitor searches go live first, each in its own campaign with its own landing page, plus a long negative list for jobs, tutorials and free tools.
- 04
Bid toward deals
Once enough SQLs and opportunities flow back, we move bidding to them and cut the keywords that book demos sales never takes forward.
What we do: the system
We don't just run ads. We own everything that determines outcomes.
- 01 · Strategy
Digital strategy
Before we touch an account, we set the plan: which channels, what budget, what a lead or a sale is worth to you, and what we test first.
- Channel mix and budget split
- Target CPA or ROAS set from your margins
- A 90-day plan with clear milestones
- 02 · Landing page
Landing pages + CRO
Most paid traffic is lost on the page, not in the ad. We build or rework the page around one offer and one action, then keep improving it on real visitor behavior.
- New pages or fixes to the ones you have
- Message matched to the ad and the search
- CRO roadmap from session recordings
- 03 · Tracking
Tracking & measurement
If the numbers are wrong, every optimization is a guess. We set up tracking that holds up against ad blockers and cookie limits, and send real outcomes back to the ad platforms.
- GA4 and GTM, client- and server-side
- Enhanced Conversions and Meta CAPI
- Offline imports: qualified lead, booked call, closed deal
- 04 · Ads
Performance marketing
With the plan, the page and the tracking in place, we build the campaigns and optimize them every week on real data.
- Google Ads and Meta Ads builds or restructures
- Keyword, audience and creative testing
- Bidding toward profit, not just volume
- 05 · Reporting
Profit-focused reporting
You see sales, profit and lead quality, the numbers your business runs on, not clicks and impressions.
- KPIs agreed with you up front
- ProfitMetrics when margin data is available
- Regular updates in plain English
- 06 · Growth
Business growth support
Once the system runs, the data shows where else you can grow. We bring you the ideas.
- New products or services the data points to
- New channels and markets to test
- Offer and pricing ideas from what converts
Further reading
GDPR and Ad Tracking in the EU: What Needs Consent
What GDPR and the ePrivacy rules mean for Google Ads and Meta tracking in the EU and UK: what needs consent, what Google requires, and server-side limits.
Google Ads Conversion Tracking: Set It Up Right
How to set up Google Ads conversion tracking: the Google tag, which actions to make primary, counting, windows, transaction IDs and how to check it works.
How it works
A simple 3-step process from audit to results.
Intake + access
Request your free Profit Growth Plan
Fill out a quick form and share access. We review your current setup.
What's broken, what to fix
Audit + strategy
We identify gaps in tracking, landing pages and campaigns, then deliver a clear plan.
Continuous improvement
Execution & optimization
We implement, test and refine. You get regular updates on profit-focused metrics.
What you get
Everything you need to scale profitably.
Execution, growth foundations and transparent pricing.
Execution
- Account build or restructure
- Ongoing optimization and testing
- Creative direction inputs
- Keyword research and expansion
- Audience targeting and refinement
Growth foundations
- Landing page improvements + CRO roadmap
- Tracking setup and fixes (GA4, GTM, SST)
- Offline conversion imports for lead gen (Google + Meta)
- ProfitMetrics integration when needed
- Reporting aligned to business outcomes
Transparent pricing
- Free Profit Growth Plan first
- No setup fee
- Flat retainer + % of profit or revenue impact
- Finalized after scope is defined
- You decide after reviewing the plan
Partners & reviews
Trusted by partners. Rated by clients.
Official partner
Server-side tracking that keeps conversion data accurate as browsers block more.
Official partner
Profit-based tracking, so campaigns bid on real margin, not just revenue.
Member
Part of BESCO, the Bulgarian Startup Association.
★★★★★ 5.0 rating
FAQ
Questions we get asked.
Our sales cycle runs for months. Can Google learn from closed deals?
Closed-won alone arrives too late and too rarely to steer bidding. We import the earlier stages as well, such as SQL and opportunity, which arrive within weeks and give the platforms a signal. Closed-won adds the real value later, so reports show which campaigns brought revenue.
Which CRMs do you work with?
Mostly HubSpot and Salesforce, through their native Google Ads connections or a scheduled import. Any CRM works if it can store the click ID or email against the contact and export the stage it reached.
Should we bid on our competitors' names?
Usually yes for sales-led SaaS, since people searching a competitor or its alternatives are already shopping. We run those terms in their own campaign with a comparison page, so you can see what they cost per SQL apart from everything else.
Do you run LinkedIn Ads?
LinkedIn Ads sit outside our core services. We run Google Ads and Meta Ads. If your team runs LinkedIn, we import the same CRM stages so you can compare channels on one definition of an SQL.
How is this different from your B2B page?
The B2B page covers service and industrial companies. This page covers software sold through demos, where competitor terms, ACV-based values and CRM stages from HubSpot or Salesforce drive the account.
Let's talk
Get your free Profit Growth Plan.
Tell us about your business. We'll review your setup and come prepared with initial directions for your custom Profit Growth Plan.
- Free audit + strategy document
- No obligation to proceed
- Clear recommendations with expected impact
Google Ads Certified · ProfitMetrics Partner · TAGGRS Partner
30 min · Google Meet
Chemistry call with Octomize
with Boris Stoyanov
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