Solved: Finding a B2B SaaS Marketing Agency in London

Hi there,

Thanks for reaching out! I understand you're looking for a B2B agency for your SaaS business in London. It can be a bit of a minefield trying to find the right partner, so I'm happy to give you some initial thoughts and guidance based on my experience running campaigns for other SaaS companies. Hopefully this'll give you a clearer picture of what to look for and what a solid strategy might look like for you.

We'll need to look at how you choose the right agency...

First off, finding the right agency is probably the most important step. A good partner can make a massive difference, but a bad one can burn through your budget with very little to show for it. So, how do you tell them apart?

The first thing I'd always recommend is to take a really good look at their case studies. Don't just skim them. See if they have genuine experience in your niche, or at least a similar B2B SaaS space. We've worked on quite a few SaaS campaigns, from generating thousands of software trials to helping a medical job matching platform reduce their cost per user acquisition. I recall one campaign where we reduced the cost per user acquisition from £100 down to just £7. Having that specific experience means an agency understands the nuances of selling software to other businesses, which is a completely different ball game to, say, eCommerce.

Look for real numbers and clear explanations of what they did. If a case study is vague and just says "we increased leads", I'd be a bit wary. You want to see the platforms they used, the results they got (like CPL, CPA, ROAS), and ideally, a bit about the strategy. For example, I remember one campaign where we generated B2B leads on LinkedIn for a software client. We achieved a cost per lead of just $22. That kind of specific, verifiable result is what you're looking for. It shows they know what they're doing and aren't just making vague promises. You've got to be realistic with results, of course, as your niche might be more competitive, but proven experience is a massive green flag.

Next, get on a call with them. Book in an intro meeting or a consultation. This is your chance to really grill them and see if they have the expertise they claim to have. We offer a free initial consultation where we review a potential client's current strategy and ad account. It's super helpful for them because they walk away with actionable advice, and it gives them a proper taste of the expertise they'd be getting if they came on board. You should look for something similar. On that call, are they asking smart questions about your business, your customers, and your goals? Or are they just giving you a hard sell and promising you the world? Tbh, in paid advertising, you can't really promise anything for certain. It's impossible to predict exactly how ads will perform from day one. If an agency guarantees you specific results, I'd run a mile. What they should be able to do is show you a clear process for testing, learning, and optimising towards your goals based on their past successes.

And finally, look at their reviews. What are other clients saying? Are the reviews detailed and do they sound legitimate? Strong, positive reviews are definately a good sign that they deliver on their word. If you've done all this – reviewed their case studies, had a good consultation call where they demonstrated real expertise, and checked their reviews – you should have a pretty solid gut feeling. Tbh, if someone asks us for references to call one of our current clients after they've already seen all our case studies and had a free account review with us, we see it as a bit of a red flag. It usually signals a lack of trust from the get-go, and that's not a great foundation for a partnership.

I'd say you need to define your customer and funnel first...

Before you even think about which ads to run, you need to be crystal clear on two things: who are your ideal customers, and what do you want them to do? This sounds basic, but it's where so many B2B campaigns fall down.

So, who are the companies that get the most value from your SaaS? Are they SMEs with 50-200 employees? Are they in specific industries like marketing, finance, or business services? And crucially, who are the decision-makers within those companies? Are you trying to reach the Head of Marketing, the CTO, the CEO? You need to have a really detailed picture of this person, your Ideal Customer Persona (ICP). This will dictate everything that follows, especially your targeting.

Once you know who you're talking to, you need to figure out your funnel. For high-ticket B2B offers, which I assume a SaaS product is, a simple "buy now" button rarely works. The sales cycle is longer, and the decision is more considered. A fixed offer or a complex funnel might work for B2C, but for B2B you'll likely see much better results by focusing on generating qualified leads. This usually means getting them to take a smaller first step.

Are your ideal customers actively searching for a solution like yours right now? If they are, then they already have an urgent need. This is the best-case scenario. Or are they unaware that a solution like yours even exists? This changes your entire approach.

If they are searching, your job is to be there when they look. This leads us directly to the first major platform you should consider...

You probably should start with Google Search Ads...

If your target audience is problem-aware and actively looking for help, Google Search ads will almost certainly be your best bet to get started. You're not interrupting their day; you're providing a solution right at the moment they need it. This is intent-based marketing, and for B2B services, it's incredibly powerful.

The key here is solid keyword research. You need to think like your ideal customer. What phrases would the Head of Sales at a 100-person tech company type into Google if they were struggling with the problem your SaaS solves? You'd want to target keywords that show clear commercial intent.

For example, depending on your service, you might target things like:

-> "best accounting software for small business"
-> "[your competitor] alternative"
-> "how to automate [specific task]"
-> "[your software category] platform UK"

You're targeting the pain point or the solution directly. The traffic you get from these kinds of searches is often highly qualified because they've told you exactly what they're looking for. From there, you'd send them to a dedicated landing page. This page shouldn't be your homepage. It needs to be a highly persuasive, focused page with one single goal: getting them to take the next step in your funnel. That could be signing up for a free trial, booking a demo, or downloading a resource. This is usually the quickest way to start getting high-quality leads in the door. I remember one SaaS client in the recruitment space who we helped slash their CPA by moving budget to more intent-driven search campaigns alongside their social ads, which just shows how effective it can be when people are actively searching.

You'll need a solid LinkedIn Ads strategy...

Now, what if your customers aren't actively searching? Or what if you want to be more proactive and reach specific companies and job titles? This is where LinkedIn Ads come in. It's often more expensive than other platforms, but its B2B targeting capabilities are unmatched. You're paying for precision.

Again, this all comes back to your ICP. On LinkedIn, you can get incredibly granular. Let's imagine you're selling a contact data enrichment tool. Your targeting could look something like this:

-> Companies: Target companies with 50-200 employees.
-> Industries: Target specific industries like Software, Financial Services, Marketing and Advertising.
-> Decision Makers: Target job titles like "Chief Marketing Officer", "Head of Sales", "CTO", or job functions like Marketing, Sales, and IT.

You can even take it a step further. You could use a tool like Apollo.io or ZoomInfo to build a list of your dream 100 or 500 target companies, and then upload that list to LinkedIn to only show ads to the decision-makers at those exact businesses. This kind of account-based marketing (ABM) can be incredibly effective for high-value SaaS products. I recall one B2B software client, for whom we ran a targeted LinkedIn campaign. We brought in leads from key decision-makers at a cost of just $22 per lead, which was fantastic for them.

Once you've got your narrow audience, you need to think about the campaign objective and ad format. What do you want to achieve?

-> For Lead Generation: You'll likely want to test Sponsored Content ads. These appear in the user's feed. You have two main options here. You can either send them to a landing page (which usually results in higher-quality, but more expensive, leads) or you can use LinkedIn's own Lead Gen Forms. These are pop-ups that pre-fill the user's details from their profile, making it super easy for them to submit their information. The leads are often cheaper and more plentiful, but you might need to do a bit more work to qualify them.

-> Ad Formats: Within your lead gen campaign, you should test different creatives. An Image Ad is great for getting a simple message across quickly. A Video Ad can be brilliant for explaining a more complex product or showing it in action; you tend to get more qualified leads as they've watched the video first. A Carousel Ad is useful if you want to showcase multiple features or benefits in a single ad.

My usual approach is to start with a Sponsored Content campaign for lead generation, and then split test an image ad versus a video ad, and a Lead Gen Form versus a landing page, to see what delivers the best balance of lead volume and quality for that specific client.

You might want to think about your website and offer...

This is a big one. You can have the best ads in the world, but if they send people to a website that doesn't convert, you're just throwing money away. I've looked at so many B2B SaaS websites where it's immediately obvious why their ads aren't working.

A common mistake is not having a compelling offer. You're selling an accounting system, for instance. That's a huge decision for a business. It's a massive pain to switch systems. They're only going to do it if there's a massive, undeniable reason. So, are you making it easy for them? Are you offering a free trial? A lot of your competitors will be offering free trials for several months, plus discounts to get people in the door. If you're only offering a 'book a demo', you're putting up a huge barrier. People want to get their hands on the software and try it for themselves before they commit to a sales call. A completely free trial is usually the best way to get people in the door. You can then use email onboarding sequences and in-app messages to nurture them and eventually upsell them to a paid plan.

Another thing is the messaging. I once saw a SaaS site with the headline "Where business meets privacy." Is that really the main thing a business owner cares about when choosing accounting software? Probably not. They care about reliability, saving time, specific features, and integrations. Your value proposition needs to speak directly to their biggest pain points. This is where professional sales copy can make a huge difference. Getting a copywriter who specialises in SaaS can be a fantastic investment.

Your website needs to be a lean, mean, conversion machine. The homepage should be laser-focused on getting visitors to take that one, single action – whether that's starting a trial or booking a demo. Remove distractions, use persuasive copy, show social proof like customer logos and testimonials, and make the call-to-action impossible to miss. Your ads are just the start of the journey; your website is where the real selling happens.

I've worked on campaigns for several B2B SaaS clients, and the ones that are easiest to get results for are the ones with a killer offer (like a free trial) and a really polished, persuasive landing page. I remember working on a campaign where we helped one client generate 1,535 trials. Also, I recall another campaign where we achieved over 5,000 trials. A big part of that success was having a frictionless sign-up process and a clear offer.

I've detailed my main recommendations for you below:

This is a lot to take in, I know. But getting the foundations right is everything. To make it a bit clearer, here's a summary of the approach I would generally recommend for a B2B SaaS company like yours.

As you can see, a succesful paid advertising strategy isn't just about 'running some ads'. It's a methodical process of understanding your customer, choosing the right channels, crafting a compelling message, and then relentlessly testing and optimising every single part of the process. It's not simple, and it takes a lot of time and expertise to get right, especially in the competitive B2B SaaS market.

That’s where working with an experienced agency can make a huge difference. Instead of you having to learn all this from scratch through expensive trial and error, you can partner with a team that has done it all before for businesses just like yours. We can help you build the right strategy from day one, write the persuasive copy, design the ads, and manage the entire optimisation process for you, making sure every pound you spend is working as hard as it possibly can to grow your business.

If you'd like to chat through your specific situation in more detail, we could set up that free, no-obligation consultation call I mentioned earlier. We could take a look at what you're doing now and give you some concrete advice on how to move forward. Just let me know.

Hope that helps!

Regards,

Team @ Lukas Holschuh