Articles by category: PPC Marketing

Why we use the four I method of reporting on marketing
Updated: May 11, 2022
Marketing can be one of the biggest expenses for a B2B SaaS, and if you don’t measure it correctly, you could be pouring that budget down the drain. Good reporting…

Marketing in a recession: How to make marketing investments when the economy is rough
Updated: May 6, 2022
Winter is coming. The economy is, sooner or later, going to go into recession. This will be rough for SaaS companies. Over the past few years valuations have been rising,…

Why cost per lead increases (and how to decrease your CPL)
Updated: February 23, 2022
When your ad campaigns are going well and you’ve established a good lead quality, the obvious next step is to look at how you can scale them. It should be…

Avoiding growth at all costs: Why we optimize lead quality before focusing on volume and cost
Updated: February 7, 2022
When B2B SaaS companies take investment – particularly VC – it’s hard for them to resist spending incremental amounts on PPC without a thought to the quality of the leads…

How to diagnose a drop in paid media conversions
Updated: October 8, 2021
Many B2B SaaS companies will see a drop in conversions from PPC from time to time. In a previous article, we discussed how to diagnose a drop in leads –…

How to get the most out of hiring a SaaS marketing agency (and avoid common pitfalls)
Updated: September 13, 2021
A lot of SaaS companies will hire a marketing agency to help them fix their acquisition model or positioning. They think it’ll be plain sailing once they find the right…

3 Tactics for Overcoming Low Paid Search Volume as a B2B SaaS Company
Updated: June 21, 2021
In B2B SaaS, it’s not uncommon to have a relatively small number of companies that you sell to. For example, we have a client in the restaurant POS space…

B2B SaaS Case Study: How We Improved Sales by 5% with 30% Less Ad Spend
Updated: May 26, 2021
Conversations with new clients often start with them saying: “We’re wasting money on PPC and we don’t know why.” This was the case for a B2B SaaS client that sells…

How to Forecast Paid Marketing ROI for B2B SaaS
Updated: April 15, 2021
One of the biggest questions B2B SaaS companies have about paid marketing is their expected ROI. Essentially, they want the ability to forecast, “If we spend X dollars next quarter, we’ll…

How to Leverage Twitter Ads for Your B2B SaaS Company in 2021
Updated: February 25, 2021
Twitter is an afterthought for most B2B SaaS companies. Behind Facebook, Google, and even LinkedIn, it ranks as one of the last channels they leverage in their marketing efforts. Among…

The B2B SaaS Guide to Google Ads Creative That Converts on Search and Display
Updated: February 9, 2021
When B2B SaaS companies struggle to succeed running Google ads, they tend to frame it as a problem with budgets and targeting. Don’t get us wrong: these elements can…

How to Leverage SaaS Customer Review Sites
Updated: January 12, 2021
Most B2B SaaS companies have a love-hate relationship with review sites. They recognize the importance of sites like G2, Capterra, and TrustRadius to their marketing mix. But they tend to see…