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SaaS and software companies · Pay per click advertising

Pay for meetings held, not for trial signups from job seekers.

Paid search and paid social for a software company buy attention while a shortlist is still forming. GullySales splits the campaigns by what the search actually means, keeps job and tutorial traffic out of the budget, and measures spend against meetings that happened.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

  • “Competitor bidding fails on the landing page, not the bid”

    A buyer who clicks your advert on a rival's name wants the difference in two lines, and a page opening with the leading platform sends them back.

  • “A free trial signup is the wrong thing to optimise on”

    Give the platform a signup as its goal and it will find people who sign up for anything, which means students, job seekers and your competitors.

  • “LinkedIn costs more and reaches a buyer who never searches”

    A head of operations who has never typed your category into a search box is still reachable by job title and by company list.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns split by what the search means

    Separate budgets for competitor names, category terms and the problem described in the buyer's own words, each with its own page and its own bid.

    Result: A high-intent click stops competing with a curious one.

  2. Negatives for jobs, courses, free and open source

    Blocks on salary, careers, tutorial, certification, free and open source, which sit beside every software keyword and fill the search terms report.

    Result: The budget stops teaching people your category.

  3. Landing pages that say the one different thing

    A page per campaign opening with what you do that the alternative does not, showing a screenshot rather than an illustration, asking company size on the form.

    Result: The click from a rival's name has a reason to stay.

  4. Conversions set on the meeting, not the signup

    Qualified meetings and pipeline value sent back into the ad platforms from your CRM, so the bidding optimises on the thing you are actually paid for.

    Result: The platform starts finding buyers instead of signups.

  5. A routing rule on every paid demo request

    A paid form fill reaching a named person with a call attempt inside hours agreed before we start, rather than a queue nobody owns at five in the evening.

    Result: The buyer hears a voice while your page is open.

  6. Cost per held meeting reported by campaign

    Spend, meetings held and pipeline created for each campaign, set against the baseline taken before anything was switched on.

    Result: You retire the campaign that only produced signups.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for as a software company, and the ones to keep out.

Category searches, such as HR software for small business
Bid. The buyer knows the category and is building a shortlist. Open the page with who the product is for and what it does differently, and show a real screen.
Problem searches, such as how to track field staff attendance
Bid in a separate campaign and expect fewer demos. These searchers have a problem, but not yet a product in mind. Send them to a page that explains the problem before it explains your tool.
Switching searches, such as alternative to a named tool
Bid where your page can say honestly what is different and who it suits. Do not make claims about a rival's product that you could not stand behind if its team read the page.
Free, open source, tutorial, login and support searches
Block. People searching free, open source or tutorial will not pay. Searches for login and support come from your existing customers, so keep them off the paid acquisition budget.
Where the click lands
Send each campaign to its own page ending in a demo form that asks company size and the tool they use now. Add a trial route only if your team can follow up the signups.
Counting a real enquiry
Count a demo request from a business email address with a company name and size. A signup with a personal email is a different thing. Mark which requests became a held meeting in the CRM.

Who it is for

This is written for these SaaS and software companies.

  • Seed and Series A B2B SaaS still selling founder-led
  • Bootstrapped vertical SaaS with a small team
  • Product-led companies adding a sales motion
  • Developer tools moving upmarket into team plans
  • Healthcare, fintech and other compliance-heavy software
  • Agencies and services firms productising a platform
  • Marketplaces with a supply side to recruit
  • Companies with a full AE bench and no pipeline to feed it
  • Software companies entering the US from another market

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the pay per click advertising work runs

  1. 1

    Understand the total budget

    We agree the full paid advertising budget available across all platforms, rather than planning each one separately.

  2. 2

    Audit current platform performance

    We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.

  3. 3

    Build the cross-platform plan

    Campaigns are structured across platforms with a shared measurement standard from the outset.

  4. 4

    Implement and monitor

    Campaigns run with budget allocated dynamically based on real-time performance.

  5. 5

    Measure and reallocate

    We report performance and shift budget toward what is working, within agreed limits.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • Hours that fit your day, agreed up front

    Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on competitor names?
Only with a page that survives the comparison. Bidding on a rival's name with a generic homepage behind it is a reliable way to donate money to Google. Write the comparison page first, then buy the click.
Our cost per lead looks fine but nothing closes. What now?
Stop counting leads. Push meetings held and pipeline back into the ad platforms so the bidding chases those instead. The cost per lead will look worse and the board number will look better.
Should we send paid traffic to a free trial or to a demo form?
It depends on who buys. If a single manager can start without approval, a trial suits. If several people sign off, a demo form fits better. Whichever you choose, set a named owner to reply to every signup.
Should we bid on our own product name?
Yes, in a small campaign. A competitor or review site may otherwise sit above you when a prospect looks you up. Keep it apart in reports, and route customer login searches away from the sales page.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for SaaS and software companies.

All articles

More for SaaS and software companies

Everything else we would do for you.

Or start from the overview: sales and marketing for SaaS and software companies.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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