Let’s Turn Google Ads Into a Top 3 Channel for Your B2B SaaS in 3-6 Months

Capture Existing Demand. Scale a Proven ICP or Test a New One.
Proven: 3.57× lower CPA, 5.8× lower CPL

Free Growth Channel Advisor Book a Free 30-min Call

What other people say

“We worked with Goran to drive performance marketing, in particular SEM. Goran was an excellent partner. He has deep technical expertise and was thoughtful and deliberate in helping us design and execute acquisition strategies. We were able to significantly reduce CAC and scale up acquisition volume. I would highly recommend working with Goran for performance marketing.”
Thorben Scheidegger, Co-founder, Baselane

"Goran helped us to decrease CPA by 3.57x in 4 months. He was also always available to answer any questions we had, and actively provided suggestions for how to improve our ad tech stack. I would highly recommend working with him"
Carter Grieve, Head of Growth, NorthOne

"We have worked on two projects with Goran and his skill, work ethic, and communication skills are among the best we have come across on Upwork. A real expert in CRO and a great person to work with."
Stavros Kalokairinos, Managing Director, Web 8 Innovations

“We've decreased our cost per lead by 5.8x in 6 months - without lowering the lead quality. Goran was a very data oriented analytical decision maker and even made suggestions to improve our business beyond what we had scoped him out for. Well done!”
Emrah Kovacoglu, owner, ChoiceCoders

“Goran is very well-versed in SEO and Google products. His knowledge allowed SUMO to achieve positive organic ranking and his Ads expertise helped to assert the efficacy of PPC campaigns.”
Christina M. Reyes
VP of Marketing, SUMO Scheduler

“GREAT WORK”
Sam Benihya
Chief Technology Officer; Automai

“Goran managed our Google campaigns after we' acquired Exportfeed.com. It's results gave us a kickstart with an uplift in conversion of 20%. Highly recommendable and friendly person to work with”
Haico Duisters
Managing Director; Proshore

“Great work by Goran, always available for questions and does his best to achieve results”
Prince Appah
Head of Marketing & Sales Ops; Veeqo

“Very professional - prompt & over delivered.”
Dr. Albert Snow
The Natural Gastro Solution

Are you ready for paid search?

Paid search pre-flight

Are you ready for paid search? Five things to check before you model the ROI.

Channels amplify what's already there — momentum or mess. This isn't a gate. It's a map: know where you are before you invest.

If you checked 3 or more, you're probably in the right place. Run the numbers (MRR & budget) with the Growth Channel Advisor — align all stakeholders around stage-aware decisions in 2 minutes.

0 of 5 confirmed

ICP is narrow and specific Foundation

A defined use case, a specific role, a trigger event. Broad ICP means channel spend educates the market instead of converting it. Using paid search to test and narrow your ICP? That's a valid use — just model it that way.

Positioning clarity depends on a defined ICP

Positioning is clear vs. alternatives Differentiation

Best for whom, against what? Vague positioning means ad spend educates the category. Can you complete "We're the only X that does Y for Z"? If it applies to three competitors, it's not positioning yet.

PMF evidence validates that positioning resonates

PMF evidence exists Retention signal

Retention holds, referrals appear, users push back when you try to take it away. Not signups — behaviour. Scaling acquisition before PMF is the most expensive mistake in B2B SaaS.

Pricing should reflect the value that creates PMF

Pricing matches value delivery Unit economics

Does your pricing metric align with how customers experience value? Misaligned pricing kills LTV:CAC before channels enter the picture. Good channels + broken pricing = a leaky bucket, not a growth engine.

GTM motion must match your ACV and buyer type

GTM motion fits ACV and buyer type Distribution

$5K ACV → Product-Led. $50K+ with a buying committee → sales-assisted. Channel selection follows from GTM motion — not the other way around. This is the last dial to turn, not the first.

Check off what's true for your business today — wherever you are is the right starting point →

Wherever you are, model the numbers first.

The Growth Channel Advisor stress-tests your unit economics and gives you a GO / PILOT / FIX verdict — whether you're testing ICP with paid search or ready to scale.

Open the Channel Advisor

Performance Marketing & paid search

1."We've tried SEM few times - it's not working."

Usually, that means one of four things went wrong.
‍
‍The foundations were broken. Channels amplify what’s already there. If positioning, the offer or the funnel leaks, paid traffic just makes the leak bigger.
‍
‍It was a poor experiment. Spreading $2k across 5 channels in 3 weeks isn’t a tactic; it’s a lottery ticket.
‍
‍The algorithm wasn’t respected. Google Ads can capture existing demand today, but only if you work with search volume, data thresholds and “learning mode” triggers, not against them.
‍
‍It was judged by the wrong yardstick. A new channel can’t be compared to a mature one. Look at the trend first, then marginal vs. blended CAC, tracked by cohort and spend level.
‍
Finaly, SEM & SEO should work together, use holdout tests to measure true incrementality, especially on branded campaigns.

Let's make it work :)

performance marketing & paid search

2. Establish the Baseline

Usually, to properly train the Google Ads algorithm, you’ll start at TOFU.
At least 15 conversions/leads per campaign per month — the more the better.
The lead volume, i.e. traction for specific segment/ICP/use case, determines the learning curve. - it usually takes 3-6 months.
If budget is tight, prioritize your highest-impact segment first.
‍
P.S. Use this Growth Channel Advisor to estimate your TOFU/BOFU potential - Google Ads is not like your weekly sprint - You’re unlikely to learn much unless you’re generating dozens of leads each week.

Performance Marketing & paid search

3. Scale!

Let's make it work :)

Let Marginal CAC (not average CAC) guide scaling decisions. Use Scaling Economics Advisor to check if your marginal economics support growth.
Practical rule of tumb: Marginal CAC < Lifetime value (LTV) - otherwise growth destroys value.
You can scale either vertically within current use case/ICP, or horizontally - depending on your stage, business model and goals.
It typically takes a 5-digit budget to build real momentum and fully capitalize on Google Ads.

Paid Search "not working"?
Diagnose before you decide.

Most B2B SaaS teams misread the signal. Poor results almost always trace back to one of three root causes — and only one of them is actually a channel problem.

Acquisition Problem

Wrong intent, wrong targeting, wrong message — fixable at the campaign level.

Conversion Problem

Landing page or offer doesn't match where the buyer actually is in their journey.

Retention Problem

A PMF or ICP fit issue — no channel optimization will resolve this one.

1 / 3 — Is CPL the problem?

Acquisition Diagnostic

How does paid CPL compare to your blended CAC?

Are you targeting high-intent keywords? (competitor, category, problem-aware)

Is impression share lost to budget — or lost to rank?

2 / 3 — Is CVR the problem?

Conversion Diagnostic

What's your landing page CVR vs. the 2–5% B2B SaaS benchmark?

Does the page answer: "who is this for and why now?"

Is form friction appropriate for the offer?

3 / 3 — Is lead quality the problem?

Retention Diagnostic

Do paid cohorts churn faster than organic cohorts?

Are paid leads converting to deals at similar rates to inbound?

If not — it's an ICP / intent targeting issue, not a channel issue.

If this approach resonates with you, we could be a great fit!

Let's make Paid Search Work for You!

Book a Free 30-min Call See How

Let’s Turn Google Ads Into a Top 3 Channel for Your B2B SaaS in 3-6 Months

What other people say

Are you ready for paid search? Five things to check before you model the ROI.

Wherever you are, model the numbers first.

1."We've tried SEM few times - it's not working."

2. Establish the Baseline

3. Scale!

Paid Search "not working"?
Diagnose before you decide.

If this approach resonates with you, we could be a great fit!

Navigation

Other Links

CXL Certified Optimizer

Google Partner since 2012.

Let’s Turn Google Ads Into a Top 3 Channel for Your B2B SaaS in 3-6 Months

What other people say

Are you ready for paid search? Five things to check before you model the ROI.

Wherever you are, model the numbers first.

1."We've tried SEM few times - it's not working."

2. Establish the Baseline

3. Scale!

Paid Search "not working"? Diagnose before you decide.

If this approach resonates with you, we could be a great fit!

Navigation

Other Links

CXL Certified Optimizer

Google Partner since 2012.

Paid Search "not working"?
Diagnose before you decide.