Cost per lead is up quarter over quarter and nobody can tell the board exactly why.
GOOGLE ADS FOR B2B SAAS
Turn Google Ads spend into pipeline — not just clicks.
Campaign strategy, landing pages, and tracking, run by one team — so the budget that used to disappear into search terms starts showing up in your CRM. Measured against qualified pipeline and CAC payback, not impressions or CTR.
5.0 · 15+ reviews from
Michal Glinka
Head of Analytics & Tracking
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams that measure marketing in revenue
The situation
Your account is spending. It isn’t producing pipeline you can point to.
Bids, copy, and negative keywords haven't been touched in months — nobody senior owns it day to day.
Traffic lands on a page built for SEO, not for a paid visitor — and the dev backlog means nobody ships a fix.
What Google Ads calls a "conversion" and what your sales team calls a qualified lead are two different things.
Impressions, CTR, and a screenshot of the dashboard — not what closed, and not CAC payback.
Tracking fixes, page speed, and schema all sit in a dev backlog that paid media has no say over.
Why Growston
Most agencies run the ads. We also build what the ads point to.
An account is only as good as what happens after the click. Growston pairs a senior paid strategist with the engineering capacity to fix the landing page, the tracking, and the attribution — the parts that decide whether spend turns into pipeline.
A typical agency
- Manages bids and ad copy
- Monthly report on CTR and impressions
- Flags landing page or tracking issues for your dev team
- Generic B2B search templates
- Conversion = form fill
Growston
- Manages bids, ad copy, and the landing pages + tracking behind them
- Monthly report tied to qualified pipeline and CAC payback
- Ships the fix directly — page speed, schema, GA4/GTM, offline conversion imports
- Campaign structure built around your ICP and buying committee, not a template
- Conversion = Enhanced Conversions + offline pipeline data fed back into Google Ads
Our previous vendor sent us a monthly sentiment score. Growston sent us the response and the fix, same day.
30 minutes — your numbers, not a pitch.
What we do
Full-stack paid performance for B2B
Paid Performance is one of Growston’s five service pillars, delivered by the Outsourced Performance Team — sized to what your account actually needs, not a fixed retainer template.
Campaign Strategy & Structure
Account architecture built around your ICP, buying committee, and sales cycle — not a generic search/display split.
Landing Page Build & CRO
Pages built or rebuilt for the paid visitor specifically — speed, message match, and a single conversion path.
Ad Creative & Copy
Search, display, and Performance Max copy written to the "you before we" standard — outcome-first, no filler.
Bid & Budget Management
Active management of bids, budgets, and negative keywords — reviewed on a cadence, not set once and left.
Conversion Tracking & Attribution
GA4, GTM, server-side tracking, and offline conversion imports, so Google Ads optimizes toward pipeline, not form fills.
Cross-Channel Coordination
Weekly review with SEO, GEO, and content, so paid isn't bidding against organic or repeating a message a landing page already tested and dropped.
How it works
From audit to a live system in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
(Weeks 1–2) A full review of the account: what's spending well, what's wasted, what the landing pages convert at, and what's actually being tracked.
You receive
A written findings document naming the gaps and the quick wins.
02
30/60/90 Plan
A sequenced plan connecting campaign structure, landing pages, and tracking fixes to a commercial outcome — not a media plan alone.
You receive
A roadmap your CEO can read in five minutes.
03
Build & Launch
The embedded team — paid strategist plus the specialists the plan calls for (dev, design, analytics) — restructures the account and ships the landing page and tracking fixes.
You receive
A running account, not a report someone else has to action.
04
Optimize & Report
Ongoing bid, budget, and creative management, monthly reporting tied to commercial outcomes, and a quarterly review where you can challenge our direction.
You receive
A live dashboard and a monthly written narrative — what changed, why, what's next.
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet — so the meeting starts at your numbers.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Pre-Meeting Audit
| PageSpeed | 45/100 |
|---|---|
| Core Web Vitals | Failed |
| Index Coverage | 78% |
| Crawl Budget | Optimized |
Results
What this looks like in practice
Tooploox
Sphere
Healthcare SaaS — From Zero to $2M Pipeline in 12 Months
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — what changed, why, and what’s next. No forty-slide decks. A report the CEO can read in five minutes, tied to CAC and pipeline, not activity.
Clients
What B2B teams say after switching
What you get
Deliverables, month by month
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A named paid media strategist embedded in your reporting cadence
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A 30/60/90 roadmap tied to CAC and pipeline, not a media plan alone
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Landing pages built or fixed for the paid visitor specifically
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GA4, GTM, and offline conversion tracking set up and maintained
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Weekly or bi-weekly bid, budget, and creative management
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A live dashboard plus a monthly written narrative
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A quarterly strategic review where you can challenge our direction
The alternatives
The honest comparison
| Growston | In-house hire | Big traditional agency | Freelancer / solo PPC specialist | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing | Full-time salary, recruiting, ramp | Expensive, top-heavy pricing | Fractional cost, limited capacity |
| Time to value | Weeks — audit to a running plan | 3–6 months hiring plus ramp | Slow, fragmented internally | Varies — media only, no landing page or dev capacity |
| Media + landing page + tracking together | Yes — same team, same plan | Depends entirely on the hire | Rarely — sold as separate services | No — you still need a developer |
| Accountable to | Pipeline and CAC payback | Activity | Activity / hours billed | Hours |
| After launch | Runs and improves the account monthly | Maintenance mode | Account handoff to juniors | Unreliable continuity |
Fit check
Who this is for — and who it isn’t
Not a fit if you
- Are pre-revenue with no product-market fit yet — paid acquisition is premature
- Want hourly billing or piecework rather than an accountable engagement
- Are under roughly €500K in revenue and can't sustain a management fee plus real media budget
- Want to dictate campaign structure and only buy hands to execute it
- Operate in crypto, gambling, adult content, or MLM
A strong fit if you
- Are a B2B SaaS, scale-up, or founder-led company in the Nordics, UK, US, or expanding into them
- Have (or are approaching) €2M+ ARR and a marketing team of 1–8 people
- Want media, landing pages, and tracking owned by one accountable team, not split across a media buyer and a dev backlog
- Are ready to give us access to your ad account, analytics, and decision-makers
The people on your account
Named senior strategists — not “our team”
You meet the people who will run your strategy before you sign. They stay on it after.
Natalia Mazur
Creative Designer
Produces conversion-focused visuals for ads and web.
Michal Glinka
Dedicated Marketing Director
Sets growth strategy, prioritizes channels, and owns performance outcomes.
Tomasz Nowak
Project Manager
Controls timelines, deliverables, and keeps execution on track.
FAQ
Before you ask
Who owns the ad account?
You do, from day one. No proprietary lock-in.
What happens in the first meeting?
Thirty minutes on your account, your CAC, and what we’d change first — not a pitch deck.
Do you take over campaigns mid-flight or only greenfield accounts?
Both. Most engagements start with an existing account we audit and restructure.
How is this different from a pure PPC freelancer?
We also build the landing pages and set up the tracking the campaigns depend on — one team, not three vendors.
Can you serve us outside the Nordics, UK, or US?
Our account structures and market knowledge are built specifically for these markets; ask us directly if you’re elsewhere.
You're based in Warsaw — can you really run a Nordic or US account at the pace we expect?
Yes — our delivery model, cadence, and communication style are built specifically for Nordic and English-speaking B2B teams.
What size company is this built for?
Roughly €2M+ ARR with a marketing team of 1–8 people; see the fit check above.
How long is the initial engagement?
Typically 6–12 months, scoped after the audit.
What if it isn't working?
We report against CAC and pipeline monthly — if the numbers don’t move, we say so, in writing, before you have to ask.
Do you manage the media spend or just advise?
We manage the account directly — strategy and execution, not a deck handed back to you.
Next step
Book a meeting. Get a proposal.
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Proposed meeting times within 1 business day
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30 minutes with a senior strategist who reviewed your reputation before the call
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Written proposal within 3 business days — scope, price, and the OKRs we'd commit to
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No obligation — the proposal is yours to keep
Michal Glinka
Senior GTM Strategist · runs every first meeting personally
Let's meet
Prefer email? Write to hello@growston.com