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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.

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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

Not for

It is not the right fit if.

  • Your landing page cannot take a demo request, and sending paid traffic to a bare signup form would bring job seekers
  • Nobody tracks a booked demo back to a click, so spend could never be compared with meetings held

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

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.

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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.

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