Google Ads management for B2B SaaS

We run Google Ads programmes for B2B SaaS teams where every campaign is built around demo requests and trial sign-ups. No vanity metrics. No generic agency playbooks.
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❤️ Trusted by B2B SaaS teams from seed to £20m+ ARR

Most Google Ads agencies don't understand how B2B SaaS buying works

B2B SaaS is one of the hardest categories to make Google Ads work in. Search volumes are low, cost per click is high, and the buying cycle is long enough that most attribution models make the channel look like it's underperforming even when it potentially isn't.

The result is a lot of SaaS marketing teams who've tried paid search, burned through budget with a generalist agency, and written it off. Usually the problem wasn't the channel. It was how the campaigns were built.

problems we solve

They optimise for clicks, not conversations

Generic agency reporting celebrates impressions and CTR. Neither pays your sales team's salary. We optimise for what actually matters: qualified leads that show up to a demo.

They treat every SaaS product the same

A self-serve tool with a £49/month price point needs a completely different campaign structure to an enterprise product with a 6-month sales cycle. Most agencies use the same playbook for both.

They run paid Ads in isolation

Google Ads works harder when the SEO, content and landing page strategy around it is joined up. If your agency only owns the ad account, you're leaving pipeline on the table.

What you get when paid search is built for B2B SaaS

Get in front of buyers the moment they're looking

We build campaigns around the commercial intent keywords your ICP uses when they're actively evaluating tools. Not broad match fishing. Intent-mapped, tightly structured, pointed at the right landing page.

Know exactly what your spend is producing

We set up attribution properly from day one: GA4, GTM, Google Ads conversion tracking and CRM integration so you can see cost per demo, cost per opportunity and cost per close. Not just cost per click.

Campaigns that get better as the data builds

The first 90 days are about structure and learning. After that, every optimisation round is driven by actual conversion data from your pipeline, not platform-level signals that don't connect to revenue.

What our clients say

“Team 4 are a fantastic agency who captured our vision perfectly and we couldn't be happier with the final result."
Daniel Horvath
Managing Director, Adversify
"We’ve had an outstanding experience working with Team4. Their work has elevated our website with thoughtful, well-written content and a smart SEO strategy that’s already showing results."
Molly W
Marketing Manager, Atomic Jolt
"Team 4 are an Excellent agency. Communicative, always prepared and highly organized. We really enjoyed working with them and AirDNA was the better for it."
William L
Head of Content, AirDNA
"I really rate Team 4. They are that rare combination of knowledgeable and understated, clear advice and help that has been great."
Jack Perschke
CEO, Great Wave AI
A diligent and effective agency with an excellent breadth of knowledge and a deep skillset. They are very responsive and no problem is too big. I'd be happy to recommend them to any business.
Alex Arthur
Head of Marketing, Forecast.app

What we do

We see everything as one connected digital marketing and inbound strategy. Even if you only need help with one specific area which is causing the most pain, we will always monitor everything and tell you if we think something else is impacting your performance, our proactive and strategic approach is what sets us apart.

SEO

Our B2B SaaS SEO services have won awards for their performance. From keyword research through to content creation, link building and technical SEO we provide a complete managed service supported with AI that helps generate more inbound leads.

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AI Search

As a GEO agency working exclusively with B2B SaaS companies. Our job is simple. When your buyers ask ChatGPT, Claude, Perplexity, or Google's AI Overviews for a recommendation in your category, your product gets cited.

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PPC

Our PPC and Paid Media strategies are meticulously engineered for maximum efficiency to ensure your budget is not wasted with poor targeting. We've spent years honing our Google Ads and LinkedIn Ads strategies specifically for B2B SaaS.

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Performance Marketing

Our performance marketing services are designed to optimise your advertising spend, ensuring every penny is used effectively. We've perfected our strategies for Google Ads and LinkedIn Ads to deliver outstanding results for B2B SaaS companies.

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Demand Gen

Our demand generation services are crafted to drive high-quality leads and accelerate your sales pipeline. We leverage data-driven insights and innovative strategies to ensure your brand captures the attention of your target audience effectively.

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Websites

Our Webflow web design service exists to create visually stunning and highly functional websites. We specialise in delivering bespoke designs that align with your brand identity and enhance user experience, ensuring your online presence is both impactful and effective.

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90% of B2B buyers do some form of independent research, typically involving search engines or AI tools like ChatGPT.
Our content-led inbound strategies are designed to educate and help your buyers at every stage of their journey.

work with us

If you need some help growing your B2B SaaS business and want to do so in the best way possible.
Drop us a message

We're not here to just execute a list of tasks

We work with a small number of B2B SaaS companies at any one time and we treat each one as if it's our own business. That means thinking about the bigger picture, flagging things that won't work before you spend money on them, and measuring everything against pipeline, not activity.

If you want an agency that just gets on with the brief, we're probably not the right fit. If you want one that thinks alongside you, we might be.

Get in touch
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Sustainable saas Digital Marketing

Every ad you run, email you send and web-page you serve has a carbon footprint. Although maybe small initially as you marketing  activity grows so does your footprint. As a digital marketing agency we're very concious of this and we strive to make our strategies as efficient as possible.
01 –

Responsible purpose

We believe in being more responsible with marketing budgets and activities to ensure everything we do has a purpose and is justified. Our approach aims to be both efficient and effective when it comes to results.
02 –

Strategic saas SEO

We specialise in sustainable digital marketing strategies prioritising inbound lead generation through SEO and ‘evergreen’ content rather than throwing money at ads and trying to scale as quickly as possible.
03 –

Precise ppc targeting

When we run paid ads, we ensure our targeting is precise and we're spending budget responsibly. We build our ad campaigns methodically and with great care, minimising wastage and our carbon footprint.

Frequently asked questions

We've tried to answer some of the most common questions we come across here, but if you want to know more feel free to get in touch.

Still need help? Chat to us

How much does it cost to work with Team 4 on Google Ads?

Our Google Ads management is priced as a monthly retainer. The fee depends on account complexity and ad spend volume. We'll give you a clear number on the strategy call once we understand what you're working with. We don't publish a rate card because one-size pricing doesn't work for SaaS companies at different stages.

What ad spend do you need to work with us?

We work best with B2B SaaS teams running or planning to run at least £3,000/month in ad spend. Below that, the margin for optimisation is too thin to produce meaningful results. If you're earlier stage, we can help you think about whether paid search is the right investment right now.

Do you only run Google Ads or do you run LinkedIn and Meta too?

Google Ads is where we focus for bottom-funnel demand capture. We run LinkedIn and Meta as part of broader demand generation programmes where paid social makes sense for the audience and the sales cycle. We'll tell you on the call if we think paid social belongs in your mix.

How long before we see results from Google Ads?

For a new account built from scratch, expect 60–90 days before the data is meaningful enough to optimise against. For an existing account we're taking over, we can usually identify quick structural wins in the first 30 days. We'll tell you what to expect based on your specific situation, not a generic timeline.

Do you work with SaaS companies outside the UK?

Yes. Most of our clients are UK-based or have UK as a primary market, but we run campaigns targeting Europe and North America too. The B2B SaaS buying behaviour we build for is consistent across markets.