Solved: Finding B2B PPC Agency in London for SaaS Product

Hi there,

I'm happy to give you some initial thoughts and guidance on finding the right B2B tech PPC agency in London for your project management software. It sounds like you're in a good position to scale your paid ads, which is exciting! Making sure you don't waste any ad spend is really important, so let's go over some things you'll want to think about.

We'll need to look at the Agency's Experience...

First off, experience is key. Dig into their past work. Do they have experience with other B2B SaaS companies, especially ones selling complex software to enterprise clients? Don't just take their word for it. Ask for case studies or examples of campaigns they've run. Even if they haven't worked with project management software before, experience with similar SaaS products is a big plus. See whether they were able to drive results for these clients. Of course, you gotta be realistic results wise as it might be difficult or competitive in your niche. But if they've got good case studies and it sounds like they truly have the expertise, that's a great sign. I remember one campaign where we reduced the cost per user acquisition from £100 to £7 for a medical job matching SaaS company, so these kind of results are possible with the right setup. We also ran campaigns where we got 4,622 registrations for a B2B Software at $2.38 Cost Per Registration, which shows what's possible on the lower end in terms of CPL as well. It really depends on the niche and the target audience. That said, I'd proceed with caution if an agency is promising you specific results upfront as this is impossible to predict.

I'd say you have to Review Their Proposed Strategy and Account Structure...

Don't just ask about strategy, insist on seeing it in detail. Any reputable agency should be able to show you their proposed campaign structure upfront.

-> How are they planning to target project managers in large enterprises?

-> What keywords are they targeting? Are they relevant and specific to your product?

-> What ad copy angles are they planning to use? Do they resonate with your target audience? If it feels generic or cookie-cutter, that's a red flag. They need to understand the nuances of selling software to enterprise clients, not just small businesses. They should also demonstrate an understanding of the entire sales funnel, including remarketing to potential customers who haven't converted yet. E.g. what's the point of just running ads to get 1000 users on your website if none of them end up converting to trial users. Do you have ads in place that are optimised to convert website visitors to trial users? I recall a campaign where we achieved 1535 trials for a B2B SaaS company with a well-optimised funnel, which is a good benchmark to start from. Or another campaign where we got 5082 Software Trials at $7 cost per trial with Meta Ads, which is a pretty good CPT and shows you can get some high volumes here. We usually like to show a funnel visual so clients know exactly where their money's going and what to expect.

You probably should Check Their Understanding of the London Market...

Since you're based in London, the agency needs to understand the local market. Do they have experience with London-specific targeting and ad copy? Are they familiar with the local business landscape and any regional nuances that might affect your campaign? This is important if you are targeting businesses in a specific region like Greater London and whether they've worked with companies in this area before. Do they understand the local competition? We've ran campaigns for clients across the UK so we understand this market well.

Reviews

Look at their reviews, see what other clients have been saying. If they have strong reviews that's definitely a good sign. We have detailed case studies walking through the full strategies and results we've implemented for clients and lots of reviews for them that give any prospective client a really good idea what we can do for them and whether they should trust us. But if it feels like they don't have the expertise you need, after you've done your research and looked through their case studies, then it's probably not a good fit.

You'll need to Get on a Call...

Book in an intro meeting or consultation and ask away, see what advice they have for you. E.g. we offer a free initial consultation where we review their strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us. Look for expertise here, like they know what they are doing and aren't just promising you results. Tbh in paid advertising, you can't really promise anything as it's impossible to predict how exactly the ads will perform.

Tbh if someone asks us for references or to call one of our clients after they've already reviewed our case studies and gotten a free account review, it's an instant red flag for us that we're not a good fit as it signals they really don't trust us and that'll probably continue.

I've detailed my main recommendations for you below:

Finding the right agency can make a massive difference. I hope this has helped you think through what to look for.

Of course, if you'd like a more personalised discussion about your specific needs and goals, we'd be happy to offer you a free consultation. We can review your current strategy, identify areas for improvement, and outline a plan to help you achieve your scaling objectives. I remember running ads that led to 1535 trials for B2B SaaS companies and also reduced CPA to £7 for a SaaS company in the recruitment space, so we know what it takes. This would give you a better understanding of our approach and how we can help you avoid wasted ad spend.

Regards,
Team @ Lukas Holschuh