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Last updated: July 2026
Finding a PPC agency that actually understands SaaS is harder than it sounds. Most agencies will tell you they work with tech companies. Far fewer have the account structure, reporting infrastructure, and multi-market experience that a SaaS business running serious monthly paid spend actually needs.
The difference matters because SaaS PPC isn't like running ads for a product you can ship. You're buying attention at the top of a long, complex sales cycle, often across multiple buyer roles, in multiple markets, where the gap between a click and a closed deal can be six months. An agency calibrated for volume and conversion rate will optimise for the wrong thing from day one.
This guide covers the best PPC agencies for SaaS companies in 2026, assessed specifically on search specialism, multi-market delivery, budget fit, and whether reporting is tied to pipeline and revenue or just surface metrics.
How we built this list
Every agency here was evaluated against five criteria: a track record with B2B SaaS clients specifically (not just general tech), primary channel focus (search versus social versus mixed), experience running campaigns across more than one market simultaneously, typical client budget range, and reporting depth measured by whether the explicitly state CAC and ROAS are tied to CRM data or just ad platform metrics. Agencies where we could not verify SaaS-specific case studies from published materials were not included.
At-a-glance comparison
1. Lever Digital: Best for search-led, high-budget SaaS PPC across multiple markets
There's a version of SaaS PPC where you set up a Google Ads account, write some responsive search ads, and call it a campaign. And then there's the version Lever Digital runs: account architecture built around buying intent and ICP, conversion tracking tied to the CRM via offline import, regional bid strategies adjusted for market-level CPCs and audience density, and a diagnostic layer that maps structural problems in existing accounts before a single campaign change is made.
Lever is a Google Premier Partner with over £50M in managed ad spend, and the team's background is genuinely different from most agencies on this list. The founder and senior team have led paid acquisition in-house at Seedcamp and Paddle-backed companies, which means the agency has sat on the client side during a Series B, worked with a sales team that needed SQLs not MQLs, and understood firsthand what burning budget on unqualified traffic actually costs a SaaS business at growth stage.
Search first, always. Lever's primary channels are Google Ads and Microsoft Ads, because search captures active buying intent that paid social doesn't. Someone typing "best project management SaaS for enterprise" into Google is in market now. Someone scrolling LinkedIn may be later. For B2B SaaS with six to twelve month sales cycles, that distinction determines whether your CAC is defensible or not. Paid social is incorporated into Lever's programmes, but it's audience-led: activated when there's a validated case for reach, ABM list targeting, or retargeting specific funnel stages, not because a client asked to add it.
Agentic diagnostics before execution. For any SaaS company that's been running Google Ads for more than a year, the biggest opportunity is almost always inside the existing account. Keyword cannibalisation, misaligned bid strategies, broken attribution, and campaign structures that made sense two years ago but don't reflect how the ICP has evolved, these problems accumulate silently and cost more than any budget increase would recover. Lever runs proprietary agentic diagnostic programmes that systematically surface these weaknesses across complex accounts before touching campaign settings. This is a meaningfully different starting point from an agency that rebuilds from scratch or makes incremental optimisations without understanding why performance has drifted. A proper Google Ads audit is the foundation, not a checkbox.
Multi-market as standard. Lever has run paid search campaigns simultaneously across EMEA, North America, and APAC for SaaS clients at significant monthly spend. This isn't just adding geo targets to an existing campaign. Different markets have different competitor sets, different CPCs for the same keywords, different audience densities on Google versus Microsoft, and different persona-level messaging requirements. Lever's PPC strategy accounts for this at the account architecture level, with region-specific campaign structures and bid strategies, not duplicated UK campaigns with a different currency.
Reporting tied to revenue, not activity. Every Lever account uses offline conversion import to connect ad spend to CRM-verified pipeline. Reporting is structured around SQLs, CAC, and pipeline contribution. There are no weekly decks full of impressions and CTRs. Spend decisions are made on what's producing customers, which is the only metric that matters when your sales cycle means the feedback loop between click and closed deal takes months.
Documented results: For Uplisting, a vacation rental SaaS platform, Lever delivered a 5x increase in monthly free trials, 4x growth in new customers per month, and 100% YoY revenue growth within 12 months on an efficiency-focused budget. Read the full Uplisting case study. For Spell, a UK FinTech, a full account rebuild across Google and LinkedIn with HubSpot revenue reporting delivered 40% of qualified demo requests from paid within three months and a 30% reduction in cost per lead.
What clients say: "Lever helped us scale from $100,000 ARR to $2,000,000 ARR, and we're still growing." Uplisting
Suited to: SaaS and FinTech companies running £10k to £100k+ monthly in paid search across multiple channels and markets, with complex B2B sales cycles where lead quality matters more than volume.
Where it stops: Not the right fit for pre-PMF SaaS testing a single channel on a small budget, or for companies wanting brand and creative-led engagements rather than performance accountability.
2. Hey Digital: Best for social-led performance marketing at Series A to C
Hey Digital is a SaaS performance marketing agency with a strong methodology around connecting paid social to pipeline outcomes. Based in Estonia with a globally distributed team, they work primarily with Series A to Series C companies across MarTech, developer tools, and productivity software. Their published client list includes PostHog, Toggl, Hotjar, and Todoist.
Hey Digital's strength is building experimentation-led paid social systems, particularly on LinkedIn and Meta, and tying creative testing to commercial outcomes rather than engagement metrics. They approach performance marketing as an interconnected system rather than channel-by-channel management.
Suited to: Growth-stage SaaS companies at Series A to C where paid social is the primary acquisition channel and fast creative iteration matters as much as efficiency.
Where it stops: Hey Digital's approach is social-led rather than search-led, which is a different infrastructure from agencies built around Google and Microsoft as primary channels. Their documented delivery is weighted toward growth-stage companies rather than high-spend, multi-region accounts. For SaaS companies where Google Ads is the primary demand capture channel and campaigns span EMEA and APAC simultaneously, they are not structured for that brief.
3. Holini: Best for senior-only B2B SaaS paid search with analytics depth
Holini is a specialist paid search and analytics agency for B2B tech and SaaS companies. The team operates on a senior-only model, meaning accounts are managed by experienced practitioners rather than junior staff, with a focus on paid search, attribution, and data infrastructure alongside campaign execution.
Holini is a good fit for SaaS companies where analytics maturity and attribution accuracy are as important as channel execution, particularly for businesses that have outgrown generalist agencies but aren't yet running the budget volume that a larger specialist firm requires.
Suited to: B2B SaaS companies at growth stage where attribution complexity and data infrastructure are a genuine constraint alongside paid acquisition performance.
Where it stops: Holini is a smaller agency with a senior-only, lower-volume model. For SaaS companies running high five- or six-figure monthly spend across multiple international markets with complex account architecture requirements, the capacity and multi-market infrastructure may not match the brief.
4. Directive: Best for US enterprise SaaS with revenue attribution at the core
Directive is a US-based B2B SaaS performance marketing agency with a strong reputation for tying paid acquisition closely to pipeline stages and sales outcomes. Their methodology, built around what they call "Customer Generation," prioritises opportunity quality and sales alignment over surface-level lead volume.
Directive has built a strong brand in the US enterprise SaaS market and their published work on revenue attribution, opportunity reporting, and pipeline measurement is genuinely detailed.
Suited to: Mid-market and enterprise SaaS companies with US-based growth goals and complex revenue attribution requirements where sales alignment is the primary challenge.
Where it stops: Directive is a US agency calibrated for North American market dynamics. For SaaS companies that need campaigns running across UK, EMEA, and APAC with region-specific account architecture, currency management, and market-level bid strategies, the infrastructure and documented delivery isn't there.
5. Hallam: Best for UK SaaS companies needing broad digital capability alongside PPC
Hallam is a Nottingham-based full-service digital agency with a strong PPC team and a track record across UK B2B clients including SaaS and technology companies. As a Google Premier Partner, they cover paid search, paid social, SEO, and CRO under one roof.
Hallam is a solid choice for UK SaaS companies that want an established, credentialed UK agency with broad digital capability and don't need the multi-market, high-spend infrastructure that a specialist like Lever provides.
Suited to: UK-focused SaaS companies at earlier growth stages that want a broad digital agency with PPC capability alongside SEO and CRO, rather than a pure PPC specialist.
Where it stops: Hallam is a generalist agency that covers PPC as one of many services. For SaaS companies where paid search across multiple markets is the primary growth driver at significant monthly spend, the depth of SaaS-specific specialism and multi-market experience is not the same as a dedicated SaaS PPC specialist.
6. Disruptive Advertising: Best for scalable paid execution with structured testing
Disruptive Advertising is a US-based performance marketing agency with a large team and a systematic approach to paid search and paid social optimisation. They work across a wide range of verticals including SaaS and tech, and are known for structured account auditing and disciplined optimisation processes.
Suited to: SaaS companies looking for structured, process-driven paid search management at scale, primarily in the US market.
Where it stops: Disruptive's broad vertical coverage means SaaS-specific depth varies by account team. Their primary market is North America, and for UK or EMEA-led SaaS campaigns at high spend, they are not the natural fit.
What makes a SaaS PPC agency genuinely different
Most SaaS companies that come to a specialist agency have already been running Google Ads for a year or more. Budget is going in. Leads are coming out. The problem is usually that the leads aren't the right ones, the attribution doesn't connect to revenue, or the account has structural problems that have compounded over time. Here's what to look for.
Search versus social as the primary lever. These require different skills and different account architectures. Search captures buyers who are actively looking for a solution right now. Paid social reaches audiences who may be relevant later. For B2B SaaS with defined ICPs and long sales cycles, search should dominate and social should be incorporated selectively. Our post on Microsoft Ads for B2B SaaS covers why Microsoft in particular is consistently underused relative to the pipeline it can deliver at lower CPCs than Google.
Multi-market means more than geotargeting. Adding an EMEA or APAC geo to an existing campaign structure is not multi-market capability. Real multi-market paid search requires separate campaign architecture, market-level keyword research, regional competitor analysis, currency and bidding adjustments, and persona-localised messaging. Ask any prospective agency for specific case studies by region, not general references to international clients.
The diagnostic step is not optional. Any agency that goes straight to building or rebuilding campaigns without a systematic audit of the existing account is likely to miss the structural problems that are costing you the most. Attribution gaps, keyword cannibalisation, bid strategy misalignment, and wasted spend on irrelevant search terms are rarely visible from campaign-level metrics. Our guide to working with a PPC agency covers what to ask before signing.
CAC reporting requires CRM integration. If an agency reports on conversions using GA4 events or ad platform conversion counts, they are measuring activity, not customers. CAC-led reporting uses offline conversion import to tie ad clicks to CRM-verified pipeline and revenue. The difference matters especially for SaaS with long sales cycles, where optimising for form fills will direct budget toward the wrong audiences and campaigns for months before the mistake becomes visible in revenue data.
If your search goes beyond PPC agencies into broader SaaS marketing, our best SaaS marketing agencies in the UK guide covers inbound, ABM, brand, and web alongside paid media, and compares budget and market fit across disciplines.
Which PPC agency is right for your SaaS company?
For US enterprise accounts with revenue attribution complexity, Directive has strong methodology. For social-led performance at Series A to C, Hey Digital is well-regarded. For analytics-heavy senior-only B2B search, Holini is a genuine specialist. For broad UK digital alongside PPC, Hallam is credentialed and established.
If you're running serious monthly paid search spend on Google and Microsoft, selling into more than one market, and need CAC and ROAS reporting tied directly to CRM-verified pipeline rather than ad platform conversions, Lever Digital is built specifically for that. It is the only agency on this list combining search-first account architecture, agentic diagnostic tooling for complex existing accounts, documented delivery across EMEA, NA, and APAC simultaneously, and audience-led paid social that earns its place rather than running by default.
Get a free proposal from Lever Digital →
FAQs
What should I look for in a PPC agency for SaaS?Look for agencies with documented B2B SaaS case studies and specific metrics, not just general tech sector experience. Beyond that, assess whether their reporting ties to CAC and CRM-verified pipeline, whether they have real multi-market delivery experience, and whether they lead with search or social as their primary channel. Our guide to working with a PPC agency covers the questions to ask before committing.
How much should a SaaS company spend on PPC before hiring an agency?This depends on stage and channel mix, but SaaS companies getting the most from an agency relationship typically have enough monthly spend to justify senior attention across at least two channels. Our PPC budget calculator gives a starting point based on target CAC and deal volume.
Is Google Ads or LinkedIn Ads better for B2B SaaS?Google Ads captures active buying intent — people searching for the solution right now — making it the higher-intent channel with typically lower CAC for established SaaS categories. LinkedIn reaches defined audiences by role and company but at significantly higher CPCs and longer conversion timelines. For most B2B SaaS, Google (and Microsoft Ads, which is consistently underused) should be the primary channel, with LinkedIn incorporated for ABM targeting, retargeting, and personas where search volume is insufficient. The right answer depends on your ICP, deal size, and sales cycle length.
Can a UK PPC agency manage campaigns across EMEA and North America?Yes, but market-specific experience matters. Running campaigns across multiple regions requires separate account architecture, region-level keyword research, competitor analysis per market, and persona-localised messaging — not just geotargeting overlaid on an existing UK campaign. Ask for specific results by region with named markets rather than general claims of "international experience."
How long does it take to see results from SaaS PPC?Search campaigns typically produce initial data within two to four weeks, but for B2B SaaS with sales cycles of three to twelve months, meaningful pipeline data takes longer to accumulate. A well-structured account should show improving lead quality and CAC trends within 60 to 90 days, but evaluating revenue impact requires patient reporting cycles aligned to actual sales timelines rather than monthly snapshots.
What's the difference between a SaaS PPC specialist and a generalist agency?A generalist agency can run Google Ads across almost any vertical. A SaaS specialist understands how to structure campaigns for long, multi-stakeholder sales cycles, how to optimise for SQLs rather than form fills, how to integrate conversion tracking with a CRM like HubSpot or Salesforce, and how to interpret performance data in the context of ARR, CAC, and LTV. The difference becomes most visible at significant spend levels where structural decisions determine whether budget compounds efficiently or bleeds into unqualified activity.
Written by Michéal Breslin, Managing Director at Lever Digital. Michéal has spent 10+ years leading B2B digital growth strategies for SaaS, FinTech, and marketplace startups, including in-house roles at Seedcamp and Paddle-backed companies before founding Lever. Lever Digital is a 2026 UK Paid Media Awards finalist.
