Most of my clients start with $5,000 to $10,000 a month in ad spend. The right number depends on your CPCs, sign-up to paid rate and target payback period. I work it out in the fit check, before you spend anything.
Google Ads management, judged on new MRR and payback
I run search, competitor and Performance Max campaigns for SaaS companies. Paid sign-ups and their value go back into Google Ads, so it bids for customers, not clicks.
The average client stays more than 12 months (I don't have any lock-in contracts to keep them here).
What the accounts produced
Three SaaS accounts with three different sales models. Each result links to the full write-up.
B2B AI SaaS · built from scratch
$2,219
New MRR in the first 30 days
With a 2.89-month payback.
Read the case studyB2B SaaS · freemium
$3,664
New MRR per month
From non-branded search terms.
Read the case studyB2B SaaS · sales-led
2x
B2B pipeline, doubled
In under 2 months.
Read the case study
Clients stay unnamed under NDA. Each result links to its full case study.
“We would highly recommend this team to any SaaS business serious about paid growth.”
Dave Batchelor
Co-Founder, DialMyCalls
Where SaaS Google Ads budgets leakand how I close each one
Most accounts I audit lose money in the same few places. None of them are fixed by raising the budget.
Bidding for sign-ups, not customers
Google bids toward whatever you count as a conversion. If that's every free sign-up, it finds cheap sign-ups that never pay. I send trial, paid and MRR events back so it learns which clicks become customers.
Broad match without guardrails
Broad match can work for SaaS, but only with value-based bidding and a maintained negative list. Without both, it spends on students, job seekers and people looking for free tools.
Brand and non-brand in one campaign
Branded clicks are cheap and convert well, so they hide how everything else performs. I split them so you can see what search adds beyond people who already know you.
Performance Max with nothing to learn from
Without conversion data and audience signals, PMax drifts into cheap display and video placements. I only switch it on once both are in place.
One landing page for every search
Someone comparing you to a competitor needs a different page from someone searching for the category. I match pages to intent and flag where the page, not the ad, is losing sign-ups.
“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.”
Dominic Whyte
Founder, Fillout
Your 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.
01Audit
Your account, search terms and unit economics, sized against what paid search can realistically return.
02Tracking
Trial, demo, paid and MRR events sent to Google Ads from your app, CRM or Stripe.
03Build
Brand, competitor and high-intent terms first. Broader terms and PMax once the data supports them.
04Optimise
Weekly search-term reviews, budget moved toward the best payback, and a report in 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.”
Jordon Chavis
Founder, Forgematic
The campaigns I run
Not every SaaS account needs every campaign type. This is the usual order, and when each one earns its budget.
Competitor search
People comparing tools are close to buying. Paired with a comparison page, these are often the cheapest paid customers in the account.
Non-branded search
Category and problem searches from people who don't know you yet. This is where most new MRR comes from as an account grows.
Brand search
Cheap cover when competitors bid on your name. Reported on its own line so it doesn't flatter the rest of the account.
Performance Max
Works when it has paid-customer data to learn from. Before that, it mostly finds low-quality placements.
YouTube and Demand Gen
Builds demand in categories people don't search for yet. Judged on assisted pipeline, with expectations set up front.
Remarketing
Reminds trial users and pricing-page visitors. Capped, because it can easily take credit for sign-ups that would have happened anyway.
“Mitch knows Google Ads really well and he is super responsive. He's on the case in terms of making sure landing pages are well optimised and everything's set up to obtain as many customers as possible.”
Ed Forrester
Owner, Brand Vine
When Google Ads is the right channel
Search captures demand that already exists. It's the right first channel when:
A good fit
- People already search for your category, or for your competitors
- You make at least $20k MRR, so there's enough data to learn from
- Customers stay long enough to pay back what they cost to acquire
- You can track sign-ups through to paid, or you're happy for me to set it up
Not yet
- Nobody searches for your category yet
- You're pre-revenue or still finding product-market fit
- You need the ad spend back inside the first month
If it's a not-yet, I'll say so on the call and tell you what I'd do first.
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.
Don't take our word for it
What happens when paid ads actually work.
"Mitch is super competent and most importantly produces results. My campaigns are at a 4x ROAS!!"
Cathy Paraggio
Owner, NoNetz
"From the minute we started the project, the in-depth research that was put into it impressed me. Off the bat performance was strong. Amazing team, amazing results."
Bob Thompson
Owner, Biosol Organics
"It's been a true pleasure working with Mitch. We are delighted with the landing page delivered, specifically the attention to detail, quick turnaround times, and great communication."
Menachem Ani
Founder, JXT Group
"Mitch is a fantastic PPC marketer. He is a no-nonsense, straight-to-the-point marketer who really delivered for us on our campaign. I highly recommend working with him!"
Sunny Jain
CEO, A&J Education
"Mitch is super competent and most importantly produces results. My campaigns are at a 4x ROAS!!"
Cathy Paraggio
Owner, NoNetz
"From the minute we started the project, the in-depth research that was put into it impressed me. Off the bat performance was strong. Amazing team, amazing results."
Bob Thompson
Owner, Biosol Organics
"It's been a true pleasure working with Mitch. We are delighted with the landing page delivered, specifically the attention to detail, quick turnaround times, and great communication."
Menachem Ani
Founder, JXT Group
"Mitch is a fantastic PPC marketer. He is a no-nonsense, straight-to-the-point marketer who really delivered for us on our campaign. I highly recommend working with him!"
Sunny Jain
CEO, A&J Education
Google Ads questions from SaaS founders
Couldn't find an answer?
Book a call and ask me directly.
Tracking and the first campaigns are usually live within 2 to 4 weeks. Expect a reliable read on cost per paid customer around month two or three, once enough trials have had time to convert.
Either. An existing account keeps its conversion history, which helps bidding, so I usually restructure rather than rebuild. If tracking is broken, that gets fixed first.
You do. Campaigns run in your own Google Ads account, on your card. If we stop working together, everything stays with you.
Sometimes. PMax needs paid-customer data and audience signals to work, so I add it after search is tracking revenue properly, and I report it separately so its results are easy to judge.
A custom dashboard plus updates in our shared Slack channel. Reports lead with trials, demos, paid customers, new MRR and payback by campaign. Clicks and CTR are there if you want them.
Ready to get more customers for your SaaS?
Book in a call and I'll show you how I'd scale your acquisition with Google Ads for your product.
Free 15-min strategy call · No commitment