# Google Ads for B2B SaaS, run to pipeline. > Paid search and paid social for B2B SaaS, run to pipeline and closed-won, not trial volume. Founder-led, with $250M+ in B2B spend managed. Canonical: https://www.pivotal-consulting-group.com/marketing-agency/saas-companies Most SaaS paid search optimizes for the free trial. The trial is not the business. We bid to the demo a sales team takes, and the revenue a CFO recognizes. - Bidding wired to closed-won, not trial signups - Built for six-to-eighteen-month sales cycles - Trained inside the Google ad auction - **$250M+** — In B2B ad spend, managed - **$7.5M** — Reallocated to pipeline - **0 → 100** — Signups from a standing start ## What we run for B2B SaaS. ### Google Ads, run to pipeline. Our bread and butter, and most of what SaaS needs. Intent-tiered campaigns with bidding wired to closed-won through your CRM. - Closed-loop CRM integration to pipeline - Search-term cleanup, out of unwinnable auctions - Conversion architecture a CFO would accept Discipline: [paid-search](https://www.pivotal-consulting-group.com/services/paid-search) ### LinkedIn and Meta for the committee. SaaS is rarely one buyer. Paid social reaches the committee around your champion and stays present through a long cycle. - ABM-style targeting on LinkedIn - Creative paired with the buy, not boosted - Retargeting across funnel stages Discipline: [paid-social](https://www.pivotal-consulting-group.com/services/paid-social) ### Paid LLM, while it's early. More of your buyers start in ChatGPT than your analytics admit. We treat paid placement in LLMs as a structured experiment. - OpenAI placements today - Measured like the rest of the program - Honest about what's still early Discipline: [paid-llm](https://www.pivotal-consulting-group.com/services/paid-llm) ## FAQ ### Do you run Google Ads for B2B SaaS specifically? Yes. It is the category we have run the most, across more than $250M in B2B spend. We structure SaaS search around intent tiers, wire bidding to closed-won through your CRM, and keep the account out of the adjacent consumer auctions that quietly drain SaaS budgets. ### We optimize for free trials. Why would you change that? Because the trial is a proxy, not the business. The platform will happily buy you trials that never had a budget. We keep the trial as a signal but move the bidding target to qualified pipeline and closed-won, so the spend chases revenue instead of activation volume. ### Our sales cycle is six to eighteen months. Can paid search even be measured? Yes, but not with last-click. We build a measurement frame that holds across a long cycle, crediting the channels that start conversations rather than the click that happened to be last. It takes a CRM integration and a cycle of data to validate, which is why we sign annual engagements. ### What about creative for B2B SaaS paid social? Creative is most of what determines whether paid social works. We pair the buy with the brief and work alongside your creative team rather than boosting whatever already exists. On LinkedIn and Meta the job is reaching the buying committee around your champion, which is a creative problem before it is a targeting one. ### Can you handle compliance-sensitive SaaS, like security or health software? Yes. Compliance changes what you can say and how you can target, not whether paid works. We run regulated and security-adjacent SaaS by building messaging and audience strategy inside the platform's restrictions, instead of pretending they aren't there. ### Who is this not a fit for? If you're pre-revenue and still finding product-market-fit, or you sell a low-ticket self-serve product that closes in a day, you probably don't need us yet. Honest paid search can't fix a funnel that doesn't convert once the lead arrives, and we'll tell you that rather than take the work. --- **Pivotal Consulting Group** — founder-led performance marketing. Paid search, paid social, paid LLM. - Site: https://www.pivotal-consulting-group.com - When to bring us in: https://www.pivotal-consulting-group.com/agents.md - Content index: https://www.pivotal-consulting-group.com/llms.txt - Sitemap: https://www.pivotal-consulting-group.com/sitemap.xml - Contact: james@pivotal-consulting-group.com (a founder replies inside one business day)