Practical SaaS Google Ads essays.
Notes from inside 50+ SaaS accounts. Tactical when there's something to ship, strategic when there's something to decide. No 17-step listicles.
What we've been writing about.
Strategic · 10 min read
Should B2B SaaS run Performance Max? A decision framework
A go/no-go framework for whether and when Performance Max belongs in a B2B SaaS account — the conversion-volume, offline-tracking, and lead-quality prerequisites that separate scale from waste.
Tactical · 11 min read
The SaaS conversion value ladder for value-based bidding
A step-by-step playbook for assigning revenue-weighted values to each SaaS funnel stage and feeding them into Google Ads value-based bidding so it optimizes for pipeline, not cheap leads.
Tactical · 10 min read
B2B SaaS Google Ads structure: funnel & intent tiers
How to structure B2B SaaS Google Ads campaigns by funnel stage and intent tier — budget splits, independent Smart Bidding targets, and why blending intent quietly wastes spend.
Strategic · 9 min read
B2B SaaS CAC benchmarks 2026: what you should pay
What B2B SaaS companies actually pay to acquire a customer on Google Ads in 2026 — CAC, CPC, and cost-per-SQL benchmarks by segment and vertical, and how to tell if yours is healthy.
Tactical · 10 min read
Migrating SaaS conversion uploads to the Data Manager API
Google's UploadClickConversions API stopped working on June 15, 2026. What B2B SaaS teams must check now to keep offline conversions feeding Smart Bidding.
Strategic · 11 min read
Google Ads Bidding Target Optimization: Aug 17 2026
On Aug 17, 2026 Google auto-changes how budget-limited Target CPA/ROAS campaigns bid. What B2B SaaS advertisers should check before the July 6 notifications.
Strategic · 11 min read
Dynamic Search Ads to AI Max: a SaaS migration guide
Google is retiring Dynamic Search Ads for AI Max. The 2026–2027 timeline, what changes for B2B SaaS search campaigns, and how to migrate before automigration.
Strategic · 10 min read
Google's limited ad serving expands to Search in 2026
On June 12, 2026, Google extended its limited ad serving policy to Search. What the new 'qualified advertiser' tier means for B2B SaaS Google Ads accounts.
Tactical · 9 min read
Google Ads' 37-month data retention limit hits June 2026
On June 1, 2026 Google Ads capped granular daily and weekly reporting data at 37 months. Here's what B2B SaaS advertisers must export before it ages out.
Tactical · 10 min read
GA4 Google Signals stops controlling Google Ads on June 15
On June 15, 2026, GA4's Google Signals toggle stops controlling Google Ads ad-identifier collection. The 7-day audit every B2B SaaS team needs to run.
Tactical · 9 min read
How to set up Google Ads conversion tracking for SaaS (no GTM voodoo)
A no-nonsense walkthrough of conversion tracking for SaaS Google Ads accounts — the four events that matter, how to wire them up, and the pitfalls that quietly break attribution for months.
Strategic · 10 min read
Maximize Conversion Value vs Target CPA: when each one actually works
A practical breakdown of when to use Google Ads' Maximize Conversion Value versus Target CPA — including the conversion-volume threshold most accounts miss, the conversion-value model you need first, and the migration path between them.
Strategic · 8 min read
The 5 Google Ads metrics SaaS boards actually care about
A SaaS board has 90 seconds for your paid acquisition update. These five metrics — CAC, payback period, LTV:CAC, pipeline contribution and ARR added — are the ones that survive the cut. The rest are inputs, not outcomes.
Tactical · 10 min read
How Much Should You Spend on Google Ads?
While the benefits of Google Ads are clear, one of the most significant challenges businesses face is determining how much to spend on their campaigns.
Tactical · 21 min read
How to Audit Performance Max Campaigns: A Comprehensive Guide
In this guide, we will provide a detailed, step-by-step approach to auditing your Performance Max campaigns.
Tactical · 12 min read
How to Scale SaaS Business with Google Ads
Welcome to the fast-paced world of Software as a Service (SaaS), where the right marketing strategies can catapult your business to new heights.
Strategic · 11 min read
Google Ads vs Facebook Ads for SaaS Companies
Welcome to the digital battleground where SaaS companies vie for visibility and conversions.
Tactical · 14 min read
How to Audit a Landing Page Like a Seasoned Marketer
Welcome to the pivotal world of landing pages, where the difference between a successful conversion and a missed opportunity often hinges on the smallest…
Tactical · 6 min read
7 Google Ads Metrics Every SaaS Business Should Track
Navigating the world of Google Ads can feel like exploring a dense jungle, with countless metrics vying for your attention.
Tactical · 14 min read
Top 11 Google Ads Bidding Strategies for B2B SaaS Businesses
In the fast-paced arena of B2B SaaS marketing, Google Ads stands as a formidable tool, but it’s the bidding strategies behind the scenes that truly drive…
Strategic · 9 min read
Google Ads vs Microsoft Ads (Ultimate Comparison Guide)
Google Ads vs Microsoft Ads, which is better?
Strategic · 9 min read
Exact Match vs Phrase Match in Google Ads
Exact Match offers high precision and control but at the cost of limited reach.
Strategic · 8 min read
Manual Bidding vs Maximize Conversions
We’re back with another comparison post, this time Manual Bidding vs Maximize Conversions.
![Dynamic Search Ads vs Standard Search Ads [Automation vs Control]](/_next/image?url=https%3A%2F%2Flegacy.twospouts.com%2Fwp-content%2Fuploads%2F2024%2F04%2FDynamic-Search-Ads-vs-Standard-Search-Ads-768x402.png&w=3840&q=75&dpl=dpl_8LguKwsFnepaKSACS9UtvHm3KB9q)
Strategic · 11 min read
Dynamic Search Ads vs Standard Search Ads [Automation vs Control]
Standard Search Ads provide you predictability and control, while Dynamic Search Ads provide breadth and adaptability.
Strategic · 9 min read
Google Ads Attribution Models (Last-Click VS Data-Driven)
Google’s decision to reduce the number of attribution models got a lot of marketers wondering how to transition to the new models.
Strategic · 8 min read
How to Find the Best Keywords in Google Ads
Ever wondered how some businesses seem to magically appear at the top of Google search results?
Tactical · 13 min read
When Should I Hire a Fractional CMO?
In today’s fast-paced business world, the marketing landscape is not just evolving; it’s undergoing a full-blown metamorphosis.
Tactical · 12 min read
Top 10 Google Ads Mistakes for SaaS Businesses in 2024
Hey there, savvy SaaS marketers! Let’s dive into the world of Google Ads, a realm where precision, strategy, and insight reign supreme.
Tactical · 9 min read
Google Ads Dynamic Remarketing for SaaS Businesses
In the digital marketing arena, Google Ads Dynamic Remarketing emerges not just as a strategy, but as a tailored dialogue with your potential customers.
Tactical · 11 min read
Google Ads Competitor Analysis for SaaS Businesses
In the digital battleground of online advertising, standing out in the SaaS sector is not just a goal—it’s a necessity.
Strategic · 10 min read
Questions to Ask When Hiring a Google Ads Agency in 2024
Hiring a Google Ads agency in 2024 can prove to be quite a challenge.
Tactical · 10 min read
Maximizing ROI with Google Ads for SaaS Businesses
In the high-stakes world of Software as a Service (SaaS), where the digital landscape is as competitive as it is vast, mastering the art of Google Ads…
Tactical · 4 min read
Google Ads for SaaS Businesses
In the rapidly evolving landscape of Software as a Service (SaaS), effective marketing strategies are essential to stand out from the competition and…
Tactical · 5 min read
Top 10 SaaS Google Ads Agencies 2024
For SaaS companies looking to maximize their online presence and generate quality leads, partnering with a specialized Google Ads agency can make all the…
Tactical · 5 min read
The Ultimate Landing Page Checklist for Conversions 2024
Landing pages play a pivotal role in driving conversions and turning visitors into loyal customers.
Tactical · 17 min read
Google Ads Tutorial for Beginners (2024)
Gone are the days when businesses relied solely on billboards and radio jingles.
Tactical · 8 min read
The Complete Google Ads Optimization Checklist for 2024
Looking for all the ways to optimize your Google Ads campaigns?
Tactical · 12 min read
Google Ads Keyword Research Guide for Beginners
Navigating the maze of Google Ads can be difficult, but the key lies in mastering keyword research.
Strategic · 15 min read
Google Ads Bidding Strategies Explained – Find the Best Bidding Strategy for Your Campaign
Ever felt like you’re throwing darts blindfolded when setting up a Google Ads campaign?
Strategic · 3 min read
Unraveling the Complexities of SaaS Marketing: Insights and Perspectives
In the fast-paced world of Software as a Service (SaaS), marketing plays a vital role in driving customer acquisition and business growth.
Tactical · 7 min read
20 Stunning SaaS Landing Page Examples (+wireframe template)
Unlike your homepage, your landing page serves one specific conversion goal and that’s where its power lies. By being focused only on one conversion goal…
![How to Increase your Succes with Google Ads Quality Score [B2B SaaS]](/_next/image?url=https%3A%2F%2Flegacy.twospouts.com%2Fwp-content%2Fuploads%2F2023%2F07%2FFeatured-Images-1-1-768x402.png&w=3840&q=75&dpl=dpl_8LguKwsFnepaKSACS9UtvHm3KB9q)
Tactical · 4 min read
How to Increase your Succes with Google Ads Quality Score [B2B SaaS]
Google Ads has become a cornerstone of digital advertising, allowing businesses to reach their target audience and drive valuable traffic to their websites.
Tactical · 5 min read
Using Negative Keywords in Google Ads for Highly Targeted SaaS Campaigns
In the competitive world of Software-as-a-Service (Saas) marketing, running effective Google Ads campaigns requires strategic targeting and optimization.
Tactical · 4 min read
Ad Scheduling for SaaS: Maximizing Success with Data-Driven Decision-Making
Ad scheduling is a powerful tool within Google Ads that can greatly impact the success of your SaaS business.
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