Paid Ads Management
The PPC agency built for B2B software companies: save budget and scale MRR.
Most paid search agencies optimize for clicks, leads, and platform metrics. We care about what happens after the click.
We run senior-led paid search for SaaS, DevTools, cybersecurity, and infrastructure companies.
Pipeline, CAC, and MRR matter more to us than a pretty Google Ads dashboard.
No long-term lock-in. Senior team involvement from day one.
Most paid search problems are not caused by someone forgetting how Google Ads works.
They happen when the person running the account has no control over the offer, landing page, positioning, attribution, or what happens after the lead comes in.
The targeting looks right
You are bidding on relevant terms and reaching the right accounts.
But relevance alone does not create demand.
The landing page lets the campaign down
The ad earns the click, then the page gives the visitor no strong reason to care, trust you, or act.
Paid search cannot compensate for weak positioning.
The reporting stops too early
Clicks, CTR, CPC, and form fills are useful. But if nobody knows which campaigns create qualified pipeline and revenue, the account is being judged on incomplete data.
Where paid search problems usually hide
| What you are seeing | What it usually means | What we would investigate |
|---|---|---|
| Plenty of clicks, very few conversions | The problem may be after the ad | Landing-page message match, offer, UX, page speed, conversion path |
| Lots of leads, almost no pipeline | You may be attracting the wrong people | Search intent, keyword strategy, targeting, qualification, conversion definitions |
| CAC keeps rising | Spend may be scaling faster than efficiency | Marginal CAC, keyword mix, bidding, saturation, conversion rate |
| Brand campaigns look fantastic | The account may be taking credit for demand created elsewhere | Brand vs non-brand performance, attribution, incrementality |
| CPL is falling, but revenue is not moving | The account may be optimizing for the wrong conversion | Lead quality, CRM data, offline conversions, sales outcomes |
| Performance looks good in Google Ads but bad in the CRM | The measurement setup may be hiding the real result | Attribution, tracking, conversion imports, duplicate or low-value conversions |
Paid search problems rarely stop at the ad account
The ad account is only one part of the system. If your paid search team cannot influence messaging, landing pages, conversion paths, attribution, and the wider acquisition strategy, they are being asked to improve results with one hand tied behind their back.
How we run paid search
Audit the account and the funnel
We start with a two-week discovery and audit phase covering campaign structure, search terms, tracking, landing pages, attribution, and what happens after a lead converts.
Fix the commercial weak points
That may mean restructuring campaigns, changing targeting, rewriting ads, improving landing pages, or fixing measurement before increasing spend.
Run and refine the account
We manage bids, budgets, creative, search terms, negatives, and testing on an ongoing basis, with senior people involved in the decisions.
Judge performance by business outcomes
We track the metrics that matter inside the ad platforms, but the real question is whether paid search is creating qualified pipeline at a cost that makes sense.
What changes when paid search is not treated in isolation
| Typical paid search agency | ScaleMath |
|---|---|
| Focuses mainly on the ad account | Looks at the full path from search query to revenue |
| Reports on clicks, CPC, CTR, and conversions | Connects campaign performance to qualified pipeline, CAC, and MRR |
| Hands landing pages to another team | Can work on messaging, landing pages, and conversion paths as part of the engagement |
| Separates PPC from SEO, content, and product marketing | Works across acquisition channels and commercial priorities |
| Often splits strategy and execution across different people | Keeps senior people close to both the strategy and the work |
| Optimizes what happens before the form fill | Pays attention to what happens after the lead comes in |
Built for B2B paid search at scale
Enough scope for us to work on the account, the funnel, and the parts around paid search that affect performance.
We work with B2B software companies operating at a level where small improvements in CAC and conversion rate have a real commercial impact.
Paid search is not handed to one junior account manager. Strategy, execution, CRO, and wider acquisition decisions stay close to experienced people.
What we actually manage
Campaign strategy
We build the account around commercial intent, not just keyword volume. That includes campaign structure, budget allocation, targeting, and where paid search fits into the wider acquisition plan.
Keyword and search-term management
We focus on the terms most likely to produce qualified demand, then keep refining them as real search data comes in.
Ad copy and testing
We create and test multiple ad variants to improve relevance, message match, and conversion performance.
Landing pages and CRO
If the campaign is sending good traffic to a weak page, we do not ignore the problem. We can work on messaging, conversion paths, and landing-page performance as part of the engagement.
Bid and budget management
We review spend and performance continuously, adjusting bids and budgets around what is producing the strongest commercial return.
Reporting and attribution
We track the numbers inside the ad platforms, but we do not stop there. We want to know which campaigns are creating qualified pipeline and where the economics stop making sense.
The channels we manage
Google Search
Capture high-intent demand from buyers already looking for a solution. We structure campaigns around commercial intent, not just search volume.
Google Display
Use display selectively for retargeting, account reinforcement, and supporting longer B2B buying cycles. It should have a clear job, not just soak up budget.
YouTube
Reach technical and business audiences with video where the format makes sense. We use it when it supports the wider acquisition strategy, not because every account needs YouTube ads.
Microsoft Advertising and LinkedIn Ads
Extend reach where the audience and economics justify it. For some B2B software companies, these channels can reach valuable buyers that Google alone will miss.
If your PPC agency can tell you your CTR but cannot tell you which campaigns created qualified pipeline, they do not have the full picture. A better dashboard will not fix that.
What working with us looks like
Senior people stay involved
You are not sold by senior people and then handed to a junior account manager. At least three senior team members are involved in the engagement, covering strategy, execution, CRO, and the wider acquisition picture.
No long-term lock-in
We do not rely on a 12-month contract to keep clients around. The work should justify the relationship.
You can see what is changing
You get clear reporting, regular strategic reviews, and a weekly change log showing what we changed, what we learned, and what happens next.
What happens in the first 90 days
We look for the obvious waste, tracking gaps, weak search terms, poor campaign structure, and landing-page problems that can be fixed quickly.
We start building cleaner data, testing new ads and pages, and shifting spend towards the campaigns and audiences that show the strongest signs of commercial intent.
This is usually where clearer performance patterns start to emerge. By this point, we should have a much clearer view of what deserves more budget, what needs further work, and what should be cut.
Is ScaleMath the right fit?
This is probably a good fit if:
- You are a B2B software company with an established product and real search demand
- You are already spending at least $10K a month on paid media, or are ready to
- You care about CAC, pipeline, and revenue more than vanity metrics
- You are willing to fix landing pages, messaging, or attribution when the data shows they are holding performance back
Engagements start at 6,500 EUR a month
That is not just for someone to manage Google Ads. It covers the senior strategy, execution, CRO input, reporting, and wider acquisition work needed to make paid search perform as part of the business rather than as an isolated channel.
Paid ads FAQs
The questions B2B software companies ask before moving their paid media to us.
Do you only manage Google Ads?
No. We also manage Google Display, YouTube, Microsoft Advertising, and LinkedIn Ads where they make sense. We do not add channels just to make the media plan look bigger.
Do you work with companies that are new to paid search?
Yes, if the fundamentals are there. That usually means an established product, a clear market, enough budget to generate useful data, and a team willing to fix the wider funnel if paid search exposes problems elsewhere.
How quickly should we expect results?
We normally identify quick wins within the first 30 days. More reliable performance patterns tend to emerge over 60 to 90 days, once we have enough clean data to separate noise from something worth scaling.
Do you build landing pages too?
Yes. If the ad is doing its job but the landing page is killing conversion, we will not pretend the problem sits inside Google Ads.
Do you require a long-term contract?
No. We would rather earn the next month than lock you into the next year.
What ad spend do you usually work with?
Most clients we work with are spending between $10K and $150K per month across paid media. The right level depends on your market, sales cycle, economics, and how much useful search demand actually exists.
If paid search should be working harder, let’s find out why
If you are spending serious money on paid media but cannot clearly connect that spend to qualified pipeline and revenue, there is probably more to fix than the ad account. We can help you work out where the problem actually sits and what needs to change.
No long-term lock-in. Senior team involvement from day one.