Complex Buyer Journeys Demand Smarter PPC Campaigns
Did you know B2B SaaS deals now require an average of 266 touchpoints?
A 19.8% increase from 2023
Buyers are taking longer, looping in more stakeholders, and consuming more content before committing. The rise of GenAI tools has made it easier to research endless alternatives, while ad saturation has raised the bar for earning attention. At the same time, rising CPCs in competitive niches (like MarTech and FinTech) and shifting search behaviour (with tools like ChatGPT and Perplexity bypassing Google for complex queries) have made the SaaS buyer journey more complex than ever.
This market-wide tectonic change has major implications for SaaS growth. You can’t rely on one-off clicks, broad campaigns, or demo requests that never convert. To win in 2025 and beyond, you need a PPC strategy that keeps your brand in front of decision-makers across the entire journey. From the first search query to the final contract, while nurturing every stakeholder along the way.
In a world where SaaS deals need 266 touchpoints to close, the SaaS companies that scale are the ones using pay-per-click advertising to stay top-of-mind from first search to final signature.
Snowball helps you scale your revenue through ppc campaigns that:
1) Generate high-quality leads proactively by putting your SaaS in front of decision-makers at the right time
2) Engage buyers across every touchpoint with full-funnel strategies designed for the SaaS sales funnel
3) Continuously optimise with data to reduce customer acquisition costs while driving sustainable growth
Systematically grow
your MRR with PPC advertising
Whether you’re an emerging SaaS business or an enterprise generating $1M+ annually, your paid advertising goals shouldn’t just be about chasing more leads.
As a startup, you need to prove your value and capture market share fast. Especially when over 90% of SaaS startups fail within their first three years. As an enterprise, your sales cycles involve more stakeholders, and competition is fierce against companies with equally large ad budgets.
In both cases, growth requires advanced, proven strategies, built for the full funnel of acquisition, conversion, and retargeting, to turn trial users into paying customers.
As software founders ourselves, we know success is about more than chasing traffic. That’s why we’ve refined our paid advertising strategy, designed to secure sustainable growth.
STAGE 1
PERFORMANCE DISCOVERY
Invest 100% of ad spend into testing
Test widely to uncover the audiences, creatives, and funnels that perform best
STAGE 2
MAXIMISING MOMENTUM
An 80/20 split: amplify what’s working, refine what’s next
Double down on proven winners while fueling future growth
STAGE 1: In the performance discovery phase, we experiment with targeting, messaging, and creative, staying here until your ads show consistent returns.
STAGE 2: Once strong returns are in place, we shift to maximising momentum. Here we protect and optimise your best performers while running focused tests to uncover new growth opportunities.
“After trying, and failing, to DIY Google Ads, it was a joy to work with Max and team.”
“They combine professionalism with fun and creativity and a scientific approach that drills into what does and doesn’t work in the complicated world of advertising.”
Stefan, Testpad
3 Reasons B2B SaaS Companies Choose Snowball for PPC
Not all SaaS PPC agencies are built the same. Here’s why Snowball’s different:
DIFFERENCE 1
Sometimes less is more
Most SaaS companies don’t need to be everywhere, just in the right places. We’ve conducted over 1,000+ audits and generated over $10M in revenue for our clients.
We’ve seen every channel mix out there, and one thing we’ve learned is that growth comes from the right balance of intent-driven and creative-driven channels. For most, that’s Google to capture intent and LinkedIn to create it.
DIFFERENCE 2
We’ve Perfected Precise Audience Targeting
Other SaaS marketing companies pour budget into broad audiences and hope volume equals results. We zero in on high-intent prospects, then tighten the net as data comes in.
The outcome: higher ROAS, steadier performance, and a pipeline full of qualified users. That’s how we’ve consistently managed an average of a 5.1x ROAS (return on ad spend) for our clients.
DIFFERENCE 3
We track conversions all the way through.
Some agencies chase cheap leads or trial sign-ups. We don’t. We’ve £100k+ invested in world-class training and experience across SaaS and eCom. With that knowledge, we’ve built systems that track the entire journey, from first impression to revenue in your account.
We even sync offline conversions to your CRM, giving you a true view of performance and a clear roadmap for scaling. And because we’re building SaaS ourselves, we know your growth goals go far beyond traffic.
OUR PERFORMANCE
IS ALWAYS PUBLIC
Snowball clients are currently averaging…
5.1x
“How do you calculate the Return on Ad Spend (ROAS) in this graphic?”
Great question. The ROAS above is based on total client spend over the previous four months, including our fee, of course. We update this public figure every month because we’re proud of the results our clients are getting, and we’ve got nothing to hide.
SAAS CLIENT RESULTS
“Some of the best months of sales in our company’s history”
“Personally, I’m always cautious when starting with a new agency. I’ve had bad experiences in the past where I spent too much time, way too much money, and never got results. But with Snowball, when they onboarded me, I noticed the professionalism. It made me feel like I was in safe hands.
I love working with the team, they’re fun. But the real reason I stick around are the results. They helped me achieve a positive ROI with every dollar that I invest in paid ads. I’d highly recommend any tech founder, particularly in the SaaS space, to work with Snowball.
They’ve taken the time to get to know our business, learn the metrics, and some of the phrases so that they can help us optimize paid ads and make paid ads work for our business. Thanks to the Snowball Creations team, we’ve re-accelerated growth. We’ve had some of our best months of sales in our company’s history.”
Channels to include in your SaaS marketing strategy
EXPLORE / Google Ads
Paid search through Google Ads is one of the most powerful growth levers for SaaS. It puts your brand in front of high-intent buyers at the exact moment they’re searching for solutions, giving you qualified leads faster. The platform also offers powerful retargeting, precise keyword targeting, and detailed analytics, helping you stay top-of-mind, optimise spend, and scale SaaS growth predictably.
EXPLORE / LinkedIn Ads
LinkedIn’s PPC model is especially effective for SaaS companies looking to drive website traffic, generate qualified leads, and boost brand visibility. Precise targeting means you can reach decision-makers directly, while flexible bidding options like pay-per-click (PPC) or cost-per-impression (CPM) give you full control over spend.
EXPLORE / Meta (Facebook & Instagram) Ads
Meta’s PPC model makes Facebook and Instagram effective channels for SaaS social media advertising. Unlike search-focused platforms, Meta excels at reaching audiences where they spend their time, making it a strong complement to intent-driven PPC campaigns. SaaS brands can tailor campaigns to specific goals, from lead generation to traffic to brand awareness, therefore adding valuable touchpoints throughout the buyer journey.
EXPLORE / Microsoft (Bing) Ads
Microsoft Advertising (formerly Bing Ads) runs on the same PPC model as Google, but with distinct advantages. The platform often delivers lower CPCs thanks to reduced competition and gives SaaS companies access to an older, more corporate target audience segment that’s highly valuable for B2B. It’s a channel SaaS brands shouldn’t overlook.
Want to scale through paid channels without the creative grind?
Snowball Studios delivers conversion-driven ad assets built for SaaS growth
Ad campaigns we've delivered for SaaS brands like yours
“Best month in eight years”
A community management SaaS hit a growth plateau. Their basic paid search campaigns brought trial users, but few converted into paying customers. In six months, we rebuilt their funnel with precise targeting and full-funnel tracking. This cut their cost per conversion and drove a surge in high-value sales, resulting in the strongest new revenue growth in the company’s eight-year history.
Ad creation synced with your Snowball growth strategy
Finding prospects is step one. Keeping them engaged is what sets you apart.
Our in-house creative team works hand in hand with our ad managers, creating faster feedback loops, no delays, and one cohesive strategy.
Every Snowball package includes Creative Direction from day one. We also offer additional editing and design services so that you always have platform-ready creative.
We’re also great at building systems for continuously sourcing UGC (user-generated content) from your audience. UGC is a recommended way to boost engagement and drive conversions through authentic, relatable customer experiences.
Integrated creative: more affordable than outsourcing, without compromising quality.
The PPC Agency for
All Things SaaS
We’ve helped SaaS startups achieve substantial growth and empowered enterprise brands to cement their place in the market.
Here’s just a snapshot of the types of SaaS companies we’ve partnered with:
Community management platforms
Developer and productivity tools
Health, fitness, and nutrition apps
AI-powered technologies
Web3 and blockchain platforms
Online learning and language platforms
Passing through London anytime soon?
Every second month, our founder, Max brings SaaS founders together over dinner. Max would love to see you there. Ask about the upcoming SaaSy Dinner on your discovery call.
No dark patterns,
code smells or shonky contracts here
No long-term contracts or hostage situations. Just an initial 3-month commitment to build momentum, followed by a simple month-to-month agreement.
We do recommend giving your campaigns a little time to gain traction. As SaaS sales cycles are naturally longer, it can take a few months to turn first impressions into revenue.
That said, if your priorities shift, you’re free to walk away anytime after the initial three months.
Wondering If We’re the Right SaaS PPC Agency for You?
Book a no-obligation call to talk through your goals, get your questions answered, and see how we can accelerate your growth.
Already running PPC campaigns? No problem. We offer free account audits, where one of our experts will review your account and give you strategic insights into how we’d close the gap between leads and paying users.
From hands-on PPC management to building scalable acquisition campaigns, we’ll map out a clear path to measurable outcomes and long-term SaaS growth.