Step 1: Fix the Foundations – Tracking, Attribution and CRM Integration

Before you spend a penny on media, your tracking setup needs to be rock solid. This means more than just toggling on conversion tracking.

We ensure:

• Google Ads and GA4 are properly configured
• Conversion actions align with meaningful business goals (not just form fills)
• HubSpot (or your CRM) is integrated to pull in offline conversions
• UTMs are clean and consistent, and lead stages are automatically updated

If you can’t tie ad spend to revenue, you’re not really optimising – you’re guessing.

Step 2: Cut the Fluff – Target Only Bottom-of-Funnel Intent

When we audit underperforming SaaS campaigns, one issue crops up over and over: broad keywords with low intent.

Instead, we focus from day one on:

• High-intent queries with clear commercial signals
• Competitor searches – often expensive but highly effective when done right
• Long-tail keywords linked to pain points, job roles, or use cases

This approach might drive fewer leads upfront – but they’ll be warmer, more qualified, and closer to buying.

Step 3: Keep the Structure Lean and Learn Fast

Complicated account structures slow everything down. We build lean campaigns that learn quickly and scale smoothly.

Our rule of thumb:

• Fewer campaigns and tightly themed ad groups
• Prioritise your top 10-15 keywords
• Start with exact match to maintain control, then test phrase match as data builds

It’s not about how many campaigns you have – it’s about how fast the algorithm can learn from them.

Step 4: Get Conversions the Smart Way – Clicks First, Automation Later

A lot of SaaS teams rush into smart bidding too early. The result? Inconsistent data and inflated CPAs.

We start by focusing on clicks:

• Manual CPC or Maximise Clicks with bid caps
• Clean out low-quality search terms
• Let the algorithm gather data at a lower cost

Once we’ve got 15-30 quality conversions, we switch to Target CPA or ROAS. The key is not to automate before the system has something meaningful to optimise.

Step 5: Build Landing Pages That Actually Convert

Generic pages don’t convert – but building fully custom landing pages from scratch every time isn’t practical either.

Instead, we:

• Clone high-performing pages (like solution or feature pages)
• Tailor headlines and CTAs based on intent or keyword group
• Continuously test layout, form placement, and value props

Good PPC doesn’t stop at the ad – it continues through to the page.

Step 6: Add Light Retargeting to Stay Top of Mind

Retargeting shouldn’t be your main acquisition driver, but it plays an important supporting role – especially in long B2B sales cycles.

We keep it simple:

• Demand Gen or YouTube retargeting campaigns
• Target website visitors, demo page views, or trial users
• Use light creative that reinforces value (e.g. testimonials, feature highlights)

It’s low-cost, low-effort, and high-impact.

Step 7: Measure What Matters – Pipeline Over Leads

Leads don’t always equal revenue. That’s why we push clients to measure what really counts – qualified pipeline.

We track:

• Conversion rates across the full funnel
• Campaign performance by opportunity stage (MQL to SQL to deal)
• Revenue attribution across channels

This lets us optimise not just for lead volume, but for actual business impact.