B2B Google Ads Agency
Turn Google Ads Into Qualified Sales Calls
Google Ads run by demand gen marketers, not just PPC specialists.
SRG is a B2B Google Ads agency that helps companies turn existing search demand into qualified opportunities, pipeline, and revenue.
For B2B companies spending $10K+/month on Google Ads.
Paid Search + Social
2.7x
more sales opportunities in 3 months
Trusted by 40+ B2B SaaS companies
$10M
in pipeline generated
40+
B2B SaaS clients
-25%
cost per opportunity
40 yrs
combined paid search experience
More leads don't matter if they don't turn into sales calls
Generating leads is easy. Finding qualified leads that are ready to talk to your sales team is much harder.
Most SaaS companies optimize their strategy to generate leads, which leads to a ton of wasted spend and ultimately not seeing a return on investment.
Generating sales calls and revenue requires a different approach.
Typical funnel
99% lostChases lead volume at the top. Almost nothing turns into revenue.
16% to revenueWe optimize for qualified pipeline and revenue, not top-of-funnel volume.
Run Google Ads like a demand gen marketer
Most Google Ads agencies approach your account like PPC specialists. We approach it like the people responsible for pipeline. That's because SRG was built by B2B demand gen marketers.
Building your Google Ads growth engine
Our job isn't simply to launch campaigns. It's to build, manage, and continuously improve a system for turning existing search demand into qualified sales conversations.
Turn your goals into a clear growth plan.
We define the right keywords, budgets, targeting, and messaging so Google Ads drives pipeline, aligned with your sales process and business goals.
Includes
- ICP, targeting & search intent
- Keyword & budget strategy
- Measurement framework
Google Ads that create real sales opportunities
No projections. No averages. Exact outcomes from B2B SaaS and technology companies we run growth for.
2.7x
more sales opportunities in 3 months
Carrot needed to generate more sales opportunities from its paid media investment. By optimizing Paid Search and Paid Social around the campaigns and audiences driving stronger sales outcomes, SRG helped increase sales opportunities from 18 to 48 in just three months, a 2.7X increase over the previous three months.
$1.2M
in pipeline from Google Ads in 90 days
Qrvey needed Google Ads to generate more than leads. By rebuilding the account around high-intent searches and connecting campaign performance to downstream sales outcomes, Google Ads generated more than $1.2M in pipeline in just 90 days.
38
qualified opportunities in 4 months
401Go was spending $20K per month on Google Ads without generating enough qualified sales opportunities. By focusing the account on high-intent searches and optimizing around what actually turned into sales conversations, they generated 38 qualified opportunities in four months while significantly reducing ad spend.
2x
more qualified sales opportunities in 90 days
Yogi was generating leads from Google Ads, but not enough were turning into qualified sales opportunities. By focusing on higher-intent searches and optimizing around downstream sales data, they doubled qualified opportunities in 90 days while cutting the cost per qualified opportunity by 50%.
3x
qualified lead volume in 6 months
Shippabo needed a new way to generate pipeline after its traditional sales-driven model began producing fewer opportunities. SRG built and optimized a new inbound motion, using performance data to focus investment on the highest ROI channels, helping Shippabo triple lead volume while nearly doubling quality conversions within six months.
28
inbound sales opportunities in 120 days
StructShare needed additional marketing support as gaps across its digital and traditional programs began to grow. SRG stepped in as an extension of the team, strengthening attribution and bringing together technical and creative expertise to help generate 28 new inbound sales opportunities in 120 days.
17
new inbound sales opportunities in 60 days
Billy needed a paid media partner that could operate as an extension of its internal team. Through close communication, fast execution, and ongoing optimization, SRG helped generate stronger pipeline momentum, including 17 new inbound sales opportunities in just 60 days.
10%
increase in sales pipeline in 45 days
Limble needed to quickly scale its webinar program and generate more pipeline for its sales team. SRG ramped up the program in just a couple of weeks, creating a repeatable and scalable demand generation engine that contributed to a 10% increase in pipeline within the first 30 to 45 days.
20%
reduction in poor-quality leads
TeamSupport needed to improve lead quality and bring more structure to its demand generation strategy. SRG refined targeting across paid media, improved nurture programs, and strengthened reporting, helping eliminate up to 20% of poor-quality leads and allowing the sales team to focus on the opportunities that mattered most.
2.7x
more sales opportunities in 3 months
Carrot needed to generate more sales opportunities from its paid media investment. By optimizing Paid Search and Paid Social around the campaigns and audiences driving stronger sales outcomes, SRG helped increase sales opportunities from 18 to 48 in just three months, a 2.7X increase over the previous three months.
$1.2M
in pipeline from Google Ads in 90 days
Qrvey needed Google Ads to generate more than leads. By rebuilding the account around high-intent searches and connecting campaign performance to downstream sales outcomes, Google Ads generated more than $1.2M in pipeline in just 90 days.
38
qualified opportunities in 4 months
401Go was spending $20K per month on Google Ads without generating enough qualified sales opportunities. By focusing the account on high-intent searches and optimizing around what actually turned into sales conversations, they generated 38 qualified opportunities in four months while significantly reducing ad spend.
2x
more qualified sales opportunities in 90 days
Yogi was generating leads from Google Ads, but not enough were turning into qualified sales opportunities. By focusing on higher-intent searches and optimizing around downstream sales data, they doubled qualified opportunities in 90 days while cutting the cost per qualified opportunity by 50%.
3x
qualified lead volume in 6 months
Shippabo needed a new way to generate pipeline after its traditional sales-driven model began producing fewer opportunities. SRG built and optimized a new inbound motion, using performance data to focus investment on the highest ROI channels, helping Shippabo triple lead volume while nearly doubling quality conversions within six months.
28
inbound sales opportunities in 120 days
StructShare needed additional marketing support as gaps across its digital and traditional programs began to grow. SRG stepped in as an extension of the team, strengthening attribution and bringing together technical and creative expertise to help generate 28 new inbound sales opportunities in 120 days.
17
new inbound sales opportunities in 60 days
Billy needed a paid media partner that could operate as an extension of its internal team. Through close communication, fast execution, and ongoing optimization, SRG helped generate stronger pipeline momentum, including 17 new inbound sales opportunities in just 60 days.
10%
increase in sales pipeline in 45 days
Limble needed to quickly scale its webinar program and generate more pipeline for its sales team. SRG ramped up the program in just a couple of weeks, creating a repeatable and scalable demand generation engine that contributed to a 10% increase in pipeline within the first 30 to 45 days.
20%
reduction in poor-quality leads
TeamSupport needed to improve lead quality and bring more structure to its demand generation strategy. SRG refined targeting across paid media, improved nurture programs, and strengthened reporting, helping eliminate up to 20% of poor-quality leads and allowing the sales team to focus on the opportunities that mattered most.
One less channel for you to manage
Hiring an agency shouldn't add another job to your plate. Our philosophy is that we should be telling you what to do. Our goal is for you to come to our meetings knowing we've already thought through what needs to happen next.
SRG is always one step ahead. They come to us with what's working, what's not, and what they recommend doing next. I don't feel like I have to manage the channel or tell them what to do, and we're spending about half the time on paid ads that we were with our previous agency.
Sarah Kersting-Herbert
VP Marketing, Carrot.io
Built by demand gen marketers. Specialized in Google Ads.
Before founding SRG, our founder spent 8 years leading demand generation inside B2B SaaS companies, responsible not just for generating leads, but for creating pipeline.
Today, that in-house experience shapes how our entire team approaches Google Ads.
Past experience
Scott Gelber
Founder
Nylo Pereira
Head of Client Fulfillment
Ana Caamaño
Sr. Performance Marketing Manager
Because that's how an in-house demand gen marketer thinks.
Questions, answered
SRG manages Google Ads through a demand generation lens. Instead of optimizing primarily for clicks, conversions, or cost per lead, we focus on booking qualified sales meetings and identifying which campaigns create real sales opportunities. That means decisions about keywords, campaigns, landing pages, bidding, and budgets are informed by which leads actually become qualified sales opportunities — not simply which campaigns generate the most conversions.
B2B SaaS companies should measure Google Ads beyond traditional advertising metrics such as CTR, CPC, conversions, and cost per lead. The metrics that ultimately matter are qualified sales opportunities, cost per qualified opportunity, pipeline generated, customer acquisition cost, and revenue. Connecting Google Ads with CRM and sales data allows companies to understand which campaigns are actually contributing to business growth, rather than evaluating performance based only on what happens inside the advertising platform.
Generating qualified B2B leads with Google Ads starts with targeting searches that demonstrate strong buying intent rather than optimizing for lead volume alone. Companies should then analyze which keywords, campaigns, ads, and landing pages generate leads that actually progress through the sales process. That CRM and sales data can be used to refine targeting, messaging, bidding, landing pages, and budget allocation so Google Ads generates more of the right buyers — not simply more conversions.
There is no universal Google Ads budget for B2B SaaS. The right investment depends on factors such as available search demand, average CPC, deal size, conversion rates, sales cycle, competitive intensity, and growth targets. SRG typically works with B2B companies already investing $10,000 or more per month in Google Ads. At that level, our clients generally have established paid acquisition programs that give us enough data and opportunity to identify meaningful ways to improve performance.
Google Ads can begin generating traffic and leads immediately, but generating and optimizing for qualified pipeline typically takes longer because B2B sales cycles extend beyond the initial conversion. The first priority is establishing accurate measurement, identifying high-intent search demand, and improving campaign performance. As qualified opportunity, pipeline, and revenue data accumulate, those sales results can be used to make increasingly informed optimization decisions. The exact timeline varies based on factors such as existing account performance, search volume, budget, conversion volume, and sales cycle length.
Optimizing Google Ads for pipeline requires connecting advertising data with CRM records and sales results. Instead of evaluating campaigns based only on form submissions or cost per lead, B2B companies should identify which keywords, campaigns, ads, and landing pages generate qualified opportunities and revenue. SRG uses those sales results to inform decisions about targeting, bidding, keywords, messaging, landing pages, and budget allocation. This shifts optimization away from generating the cheapest leads and toward generating buyers who are more likely to enter the sales pipeline.
Google Ads and CRM data should be connected so marketers can follow a lead beyond the initial advertising conversion and understand what happens throughout the sales process. By connecting campaign data with CRM outcomes, B2B companies can identify which campaigns, keywords, and searches generate qualified opportunities, pipeline, and customers. Those insights can then be used to improve Google Ads optimization and budget allocation. Without that connection, campaigns may optimize toward leads that look successful inside Google Ads but never become meaningful sales opportunities.
SRG is best suited for B2B SaaS and technology companies that want Google Ads to become a more predictable source of qualified sales opportunities and pipeline — not simply leads. We typically work with companies spending $10,000+ per month on Google Ads that have an established sales process, meaningful deal values, and enough search demand to support a scalable paid acquisition program.
SRG Marketing is not a generalist full-service marketing agency and does not manage a client’s SDR team. Its core service is B2B Google Ads strategy and management focused on generating qualified sales opportunities and pipeline. SRG does not guarantee specific pipeline or revenue outcomes.
Ready to build your Google Ads engine?
Let us review your account through the same demand gen lens we use to manage our clients' campaigns. Then we'll walk you through what we found, where we see the biggest opportunities, and what we'd prioritize changing.
For B2B companies spending $10K+/month on Google Ads.
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