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Paid-search management for established B2B SaaS

Turn Google and Microsoft Ads into qualified pipeline.

Always-on account management, combined with a prioritised roadmap of the campaigns, tracking improvements and growth experiments you should launch next.

We manage day-to-day performance, recommend what to do next, and execute the next high-impact growth initiative in your queue, one at a time.

See how it works

Founding client rate: £750 per month for the first 3 clients. Pause or cancel anytime.

No percentage-of-spend fees.

For established B2B SaaS companies spending, or preparing to spend, £5,000–£30,000 per month across Google and Microsoft Ads.

If the service isn't a suitable fit after reviewing your accounts, we'll let you know before management begins and refund your first payment.

Example workflow

Growth backlog

4 initiatives

Recommended

Launch competitor campaign
Expand winners to Microsoft Ads

In progress

Active Import qualified opportunities from CRM

Completed

Create a new conversion event

Google Ads: Always monitored

Microsoft Ads: Always monitored

Active: CRM conversion import

The maintenance gap

Your PPC agency should do more than maintain the account.

Any agency can adjust bids, add negative keywords, and send a monthly report. The harder strategic questions often remain unanswered.

Which campaigns should we launch next?

Are we optimising for qualified opportunities or low-quality leads?

Should we test competitor, use-case, or category campaigns?

Are Google and Microsoft receiving the right conversion data?

Where should the next £1 of budget go?

What are we testing next, and why?

We take responsibility for both the daily management and the strategic roadmap.

The service model

Continuous management. Clear priorities. Focused execution.

01

Always-on management

Your Google Ads and Microsoft Advertising accounts are monitored and managed throughout the month. You never need to submit a request asking us to optimise the account. That's the baseline.

  • Budget pacing
  • Search-term reviews
  • Keyword and targeting decisions
  • Bid-strategy oversight
  • Ad testing
  • Conversion-tracking checks
  • Waste reduction
  • Performance troubleshooting
  • Microsoft Ads management
  • Urgent account-health fixes
02

A prioritised growth roadmap

We proactively identify opportunities, explain why they matter, and rank them by likely impact, confidence, and effort.

  • Recommended initiative
  • Commercial rationale
  • Supporting evidence
  • Expected impact
  • Confidence level
  • Effort required
  • Measurement plan
  • Recommended priority
03

One growth initiative at a time

We execute the highest-priority initiative while continuing to manage your existing campaigns. This creates focus without allowing day-to-day performance to drift.

  • One active strategic initiative
  • Unlimited ideas in the backlog
  • Client-submitted requests
  • Proactive recommendations
  • Visible progress
  • Clear ownership
  • Fewer half-finished experiments

The opportunity queue

What could end up in your growth backlog?

The roadmap is shaped by account data, your sales process, and the commercial opportunities we identify.

  1. 01Launch a competitor campaign
  2. 02Build a new use-case campaign
  3. 03Create a new conversion event
  4. 04Import sales-qualified opportunities from the CRM
  5. 05Improve offline conversion tracking
  6. 06Enter a new geographic market
  7. 07Restructure an underperforming campaign
  8. 08Test a new offer or call to action
  9. 09Separate high- and low-value lead types
  10. 10Expand successful campaigns into Microsoft Ads
  11. 11Investigate poor lead quality
  12. 12Test new landing-page messaging
  13. 13Improve campaign naming and account structure
  14. 14Review bidding signals
  15. 15Create pipeline-stage conversion reporting
  16. 16Exclude irrelevant customer segments

You can submit ideas at any time, but you shouldn't have to. We're responsible for strategy and we'll come with proactive recommendations before you even think to ask.

Decision quality

Every recommendation comes with a reason.

We don't fill the backlog with random activity. Initiatives are assessed against their likely commercial value.

Example recommendation

Launch competitor campaign

Recommended

Why now

High-intent searches for three direct competitors are currently not being targeted.

Evidence

  • Relevant search volume exists
  • Strong landing-page alignment
  • Competitors are actively bidding
  • Existing branded campaigns convert well

Expected outcome

Test whether competitor searches can generate qualified demonstrations at an acceptable acquisition cost.

Effort Medium
Confidence Moderate

Measurement plan

Track qualified-demo rate, opportunity rate, cost per qualified opportunity, and downstream pipeline.

Recommendation

Prioritise after the CRM conversion import is complete.

From payment to progress

How the subscription works

  1. 1

    Subscribe

    Confirm that your company fits the service boundaries and start the monthly subscription.

  2. 2

    Connect

    Provide access to your advertising accounts, analytics, tracking setup, and CRM.

  3. 3

    Audit and prioritise

    We review the accounts, identify opportunities, and build the initial growth backlog.

  4. 4

    Manage and execute

    We continuously manage the accounts while completing one priority growth initiative at a time.

  5. 5

    Measure and repeat

    We evaluate the result, update the roadmap, and recommend the next move.

Operating cadence

A clear operating rhythm

Every week

  • Active Google Ads management
  • Active Microsoft Ads management
  • Budget and tracking checks
  • Necessary account optimisations
  • Progress on the active initiative
  • New roadmap recommendations
  • Concise performance and priorities update

Every month

  • Pipeline and lead-quality analysis
  • Google and Microsoft Ads performance review
  • Explanation of what worked and what did not
  • Recommended priorities
  • Updated growth roadmap
  • Strategy call

Every quarter

  • Full account and measurement review
  • Campaign and market opportunity analysis
  • Conversion-event review
  • Budget-allocation review
  • Recommendations on what to stop, fix, test, and scale
  • New 90-day roadmap

A different model

Senior paid-search direction without another full-time hire.

Conventional PPC engagement

  • Primarily reports on advertising-platform activity
  • Focuses on clicks, conversions, and account changes
  • Waits for periodic strategy conversations
  • Makes priorities difficult to see
  • Runs several loosely defined projects
  • May delegate work to junior staff
  • May charge a percentage of spend

Paid Search Partner

  • Reviews pipeline and lead quality
  • Connects performance with tracking and CRM signals
  • Proactively recommends the next initiative
  • Keeps priorities visible
  • Executes one strategic initiative at a time
  • Provides senior specialist involvement
  • Uses predictable monthly pricing

Service boundaries

Built for established B2B SaaS companies.

A strong fit

  • You have a proven product and sales process
  • Your product has meaningful annual contract value
  • You spend, or are ready to spend, £5,000–£30,000 per month on paid search
  • You use a CRM
  • You can track leads and sales beyond the initial form submission
  • Lead quality matters more than raw lead volume
  • You want senior paid-search expertise
  • You do not want to hire internally
  • You are willing to improve tracking and landing pages where necessary
  • You are comfortable working asynchronously

Probably not a fit

  • You're still searching for product-market fit
  • You have no validated sales process
  • You cannot track what happens after a form submission
  • You only want occasional account maintenance
  • You are looking for the lowest-priced provider
  • You expect ads to fix an unproven offer
  • You need several platforms beyond Google and Microsoft Ads
  • You spend materially more than the published service limit
  • You require daily meetings or embedded full-time support

Previous-role experience

Companies I've worked with in previous roles.

Lloyds Banking Group experience included Halifax, MBNA and Scottish Widows. These companies and brands aren't Paid Search Partner clients, and inclusion doesn't imply endorsement.

One clear subscription

Simple, predictable pricing.

Advertising spend is paid directly to Google and Microsoft.

Companies with additional accounts, countries, product lines, or materially higher advertising spend may require a custom engagement.

Paid Search Partner

Founding client rate

£750 per month

First 3 clients

Available to the first three clients. Your founding rate stays the same while you remain subscribed.

The standard subscription price is £2,500 per month.

  • One B2B SaaS company
  • Up to two Google Ads accounts
  • Up to two Microsoft Advertising accounts
  • Up to £30,000 in combined monthly ad spend
  • Always-on account monitoring
  • Google Ads management
  • Microsoft Advertising management
  • Prioritised growth backlog
  • Proactive strategic recommendations
  • One active growth initiative
  • Client-submitted requests
  • Weekly written updates
  • Monthly strategy call
  • Quarterly 90-day roadmap
  • Conversion-tracking oversight
  • No percentage-of-spend fee

No sales call required. Pause or cancel anytime.

You can pause for up to 60 days and keep your founding rate. If you cancel and return later, the current published price will apply.

After subscribing, we will review your account structure and requirements. If the service is not a suitable fit, we will explain why and refund the initial payment before management begins.

The opening month

What happens in your first 30 days?

  1. 1 Google Ads audit
  2. 2 Microsoft Advertising audit
  3. 3 Conversion-tracking review
  4. 4 CRM and offline conversion review
  5. 5 Wasted-spend analysis
  6. 6 Campaign-structure review
  7. 7 Initial growth backlog
  8. 8 Impact, confidence, and effort prioritisation
  9. 9 Highest-priority fixes
  10. 10 First active growth initiative
  11. 11 Initial 90-day roadmap

Management begins with a clear understanding of your accounts, measurement, and commercial priorities.

Common questions

Everything before you subscribe.

Do you manage both Google Ads and Bing Ads?
Yes. We manage Google Ads and Microsoft Advertising, including search advertising across Bing and Microsoft’s wider search network. We can also manage other search platforms such as Apple Search Ads and ChatGPT Ads. We'll proactively recommend new platforms if we think they'll be a good fit for your business.
Can I subscribe without booking a call?
Yes. Suitable companies can confirm eligibility, subscribe, and begin onboarding without a sales call.
What happens after I subscribe?
You'll complete the onboarding process and provide access to the required platforms. We'll review the account structure and confirm that the service fits the published scope before management begins.
What if the service is not a suitable fit?
If the service falls outside the published scope, we'll explain why and refund the initial payment before management begins.
What counts as a growth initiative?
A growth initiative is a substantial strategic improvement, such as launching a new campaign type, improving conversion tracking, importing CRM conversions, restructuring an account, or testing a new market. Larger initiatives may be divided into clear milestones.
Can we submit our own requests?
Yes. You can add requests and ideas to the shared backlog at any time. We'll assess them alongside our recommendations and agree the appropriate priority.
Do you only work on one thing at a time?
One strategic growth initiative remains actively in production at a time. Routine account monitoring, optimisation, reporting, and urgent fixes continue regardless.
Do you recommend what we should work on?
Yes. We proactively identify and recommend initiatives. You're not expected to know which campaigns, tracking improvements, or experiments should happen next.
Is advertising spend included?
No. Advertising spend is paid directly to Google and Microsoft.
Do you charge a percentage of spend?
No. The subscription is based on the defined scope rather than automatically increasing with advertising spend.
What happens if we spend more than £30,000 per month?
Companies with higher spend or greater complexity may require a custom engagement because the account-management scope and commercial risk can differ materially.
Do you build landing pages?
The core subscription includes landing-page analysis, testing recommendations, and briefs. Full design or development is not included unless separately agreed.
Can we pause or cancel?
Yes. You can pause or cancel anytime. A temporary pause keeps your founding-client rate for the period set out in the terms. If you cancel and return later, the current published price applies.

The next move, made visible

Know what your paid-search team should do next.

Get always-on Google and Microsoft Ads management, a prioritised growth roadmap, and focused execution without hiring another full-time specialist.

Founding client rate: £750 per month for the first 3 clients. Pause or cancel anytime.

No sales call required.

For established B2B SaaS companies with a proven offer and £5,000–£30,000 in monthly paid-search spend.

2–3 minutes

Confirm eligibility

Service boundaries
Company and measurement

This is an initial scope check, not a full technical or commercial assessment.

Your company appears to fit the standard subscription.

Founding client rate: £750 per month for the first 3 clients. Pause or cancel anytime.

The account review after payment confirms final scope before management begins.

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