"Not only was he able to deliver paying customers below our target cost per acquisition, but he is incredible at helping us stay on top of what's going on in the account."
Olly
Founder
B2B SaaS and tech · Sales-led and PLG
Google Ads for US B2B software companies, judged on pipeline.
I'm Mitch, and I run Google Ads for B2B SaaS and tech companies selling into the US, sales-led or product-led. Demos, opportunities and closed-won go back into Google Ads, so it bids for revenue.
15 minutes with me, not a sales rep. You'll leave with a go or no-go on Google Ads.
- "Amazing results."
- "My campaigns are at a 4x ROAS!!"
- "He really takes charge and gets stuff done."
- "A game-changer for our startup."
- "Knows Google Ads really well and he is super responsive."
- "Stellar results, unachievable through previous managers."
- "One of the best decisions I've made for my business this year."
- "So many headaches solved at once!"
- "Went above and beyond to make sure we were happy."
- "Attention to detail, quick turnaround times."
The average client stays more than 12 months(I don't have any lock-in contracts to keep them here).
The short answer,if you're comparing agencies.
Ads That Convert is a Google Ads agency for SaaS companies, run by me, Mitch Cartwright. For B2B software and tech companies I connect Google Ads to your CRM or billing, so it bids toward qualified demos, opportunities and paying customers, and I report in pipeline and new MRR rather than clicks.
There are no account managers. The person you speak to on the first call is the person in your account every week. I've worked in paid media for 8+ years across 85+ verticals, and four of my SaaS accounts are written up as case studies on this page, including a US B2B software company.
- Built for
- B2B SaaS and techSales-led and product-led, selling into the US
- Runs your account
- Mitch Cartwright8+ years in paid media, no juniors or handoffs
- Tracks through to
- Closed-won and MRROffline conversions from your CRM, app or Stripe
- Reported in
- Pipeline and new MRRDemos, opportunities, paid customers and payback
- Pricing
- From $2,000/mo (USD)Month-to-month, 7 days' notice to cancel
- Time to launch
- About 7 daysMost accounts go live within a week of onboarding
B2B software resultsyou can read in full.
Three of these four are B2B SaaS accounts, and the sales-led one is a US company. Each result links to the full case study.
B2C AI SaaS
129
Paying customers a month
Up from 29 in six months.Up from 29 in six months, profitable every month.
Read the case study →: Paying customers a monthB2B AI SaaSB2B AI SaaS · From scratch
$2,219
New MRR in 30 daysNew MRR in the first 30 days
2.89-month payback.With a 2.89-month payback.
Read the case study →: New MRR in the first 30 daysB2B · FreemiumB2B SaaS · Freemium
$3,664
New MRR per month
From non-branded search.From non-branded search terms.
Read the case study →: New MRR per monthB2B · Sales-ledB2B SaaS · Sales-led
2x
B2B pipeline, doubled
In under 2 months.
Read the case study →: B2B pipeline, doubled
"We would highly recommend this team to any SaaS business serious about paid growth."
Rezi approved being named. Other clients stay unnamed under NDA. Each result links to its full case study.
Google Ads servicesbuilt for B2B software.
B2B software has long sales cycles and few, valuable customers. These are the pieces I put in place so Google bids for pipeline, not form fills.
Offline conversions from your CRM
I pass the Google click ID into your CRM or user records and send qualified demos, opportunities, paid customers and their value back to Google Ads. Bidding then follows revenue, not raw sign-ups.
Competitor and alternative search
Buyers comparing tools are close to a decision. Paired with a comparison page, these are often the cheapest paid customers in a B2B account.
Non-branded category search
Category and problem searches from teams who don't know you yet. This is where most new pipeline comes from as an account grows.
Brand search, on its own line
Cheap cover when competitors bid on your name. Reported separately so it doesn't flatter the rest of the account.
Performance Max and Demand Gen
Added once there's paid-customer data to learn from, and judged on pipeline with expectations set up front.
A one-off account audit
If you have an in-house team and want a second opinion: a full diagnostic, tracking check and 30-day action plan for $900.
"Working with Mitch from Ads That Convert has been a game-changer for our startup. He helped us iron out issues we were having with our Google Ads."
How I workin the first 90 days.
Fit and tracking come before any new spend. If the numbers don't support paid search, you'll hear it in week one.
01
Auditbefore any new spend
Your account, search terms, contract values and sales cycle, sized against what paid search can realistically return.
02
Trackingthrough to closed-won
Demo, trial, qualified and paid events sent to Google Ads from your app, CRM or Stripe.
03
Buildfrom high intent outwards
Brand, competitor and high-intent category terms first. Broader terms once the data supports them.
04
Optimiseand report in pipeline
Weekly search-term reviews, budget moved toward the best payback, and a report in pipeline and MRR.
"Hiring Mitch has been one of the best decisions I've made for my business this year. Mitch's ability to diagnose wasted ad spend, understand new industries, and make suggestions to lower costs has really helped."
Working with mefrom the US.
What it's like to hire one specialist when your team and your buyers are in the US.
US B2B software clients
The sales-led B2B case study on this page is a US mass-communication software company that has operated since 1999, where high-rated sign-ups more than doubled. It's one of dozens of US B2B SaaS and tech companies I've run Google Ads for.
Billed in US dollars
Every price is in USD: from $2,000 a month for up to $25,000 a month in ad spend. Ad spend is paid to Google directly, on your own card, separately from my fee.
Time-zone overlap
We work in a shared Slack channel, so you message me directly and changes go live quickly. Calls happen in the US afternoon.
US-wide or by region
Campaigns can target the whole US, specific states or metro areas, or the US alongside the other markets I run campaigns in: the UK, Canada, Australia, New Zealand and Europe.
Your CRM and billing stack
Conversions come from wherever your revenue is recorded: your app, your CRM or Stripe. HubSpot, Salesforce or whichever CRM you use, I can connect it to Google Ads.
Sales-led and product-led
For sales-led products I optimise to qualified demos and opportunities. For PLG and freemium products I optimise to paid upgrades and their value, as in the Rezi and freemium case studies.
If you want SEO, content and LinkedIn from one large agency team, I'm not the right hire. I run paid ads for SaaS, and I do the work myself.
One monthly fee,no lock-in.
Google Ads management is priced the same as every channel I run. Month-to-month, cancel with 7 days' notice.
Growth
$2,000/mo
Up to $25,000/month in ad spend
Scale
Custom
$25,000+/month in ad spend
Both plans include
- End-to-end campaign setup
- Direct communication via Slack
- Transparent reporting with custom dashboards
- Shared access to every project task
- No lock-in contracts or minimum terms
All prices in USD. Ad spend is paid to Google directly, separately from my fee.
Talk to a current client before you sign
Founders and marketers,on the record.
Want the same for your SaaS?
I'll tell you on the call whether Google Ads will work for your product, and what it would take.
What US B2B software teamsask before hiring me.
Three things. Tracking that goes past the form fill to opportunities, closed deals or paid customers, so Google bids for revenue. Reports in pipeline, new MRR and payback, not clicks. And knowing exactly who runs your account.
Ask any agency for case studies with real numbers, and to speak to a current client before you sign. I'm happy to be judged on all of those.
Yes. I take on B2B software companies selling into the US, sales-led and product-led. One of the case studies on this site is a US B2B communication software company, where high-rated sign-ups more than doubled.
I pass the Google click ID into your user or CRM records, then send the later stages back to Google Ads as offline conversions: qualified demos, opportunities, paid customers and their value.
In one B2B account I rated new sign-ups and uploaded the high-quality ones as conversions. High-rated sign-ups more than doubled, from 82 to 175 in a month.
My fee starts at $2,000 a month (USD) for up to $25,000 a month in ad spend, with custom pricing above that. Ad spend is paid to Google directly, on your own card, separately from my fee.
There's no lock-in contract. It's month-to-month, and you can cancel with 7 days' notice.
It can, if the account learns from pipeline rather than form fills. A long cycle means fewer conversions to learn from, so I send earlier qualified stages, like booked demos and opportunities, alongside closed-won and its value.
If your contract value and close rate can't support the cost of clicks in your category, I'll say so on the first call.
You deal with one person. There are no account managers, juniors or offshore staff on your account, and I keep a small client list on purpose. Campaigns run in your own Google Ads account, so everything stays with you if we stop.
If you need SEO, content and LinkedIn from one team, a larger agency is the better fit.
Most accounts have campaigns live within 7 days of onboarding, including the tracking. Before that, a 15-minute call gets you a go or no-go on paid search.
Couldn't find an answer?
Book a call and ask me directly.
Ready to grow yourB2B SaaS pipeline?
Book a 15-minute call. I'll tell you whether Google Ads will work for your product, and what it would take to turn searches into pipeline.
You'll talk to me, not a sales rep · Free · No commitment