What 90 days of focused Google Ads work actually moves.
Three anonymised SaaS engagements with the starting state, sprint-by-sprint plan, and the metric that ended up mattering most.
Pick a shape that matches your account.
HR Tech SaaS
CAC down 61% in 90 days, demos up 1.4×
~$15M ARR · 90-day engagement
Generalist agency had been running the account for 18 months. Conversion tracking was treating trial signups (4% close) and demo requests (22% close) as one event, so the algorithm bid hardest on the cheapest signups. CAC peaked at $480.
Developer Tools SaaS
Trial-to-paid 4% → 11%, paid CAC down 42%
~$5M ARR · 6-month engagement
Strong free-trial signup volume — and most of it never converted. The funnel was healthy at the top, broken between trial and paid. We rewired the campaigns to bid on trial-quality (downstream activation) rather than trial-quantity.
Vertical SaaS (MedTech)
US-only to US + UK + AU in 4 months, 35% of pipeline from new markets
~$2M ARR · 4-month engagement
Strong unit economics in the US, board wanted English-speaking expansion. Most agencies would have lifted the US campaigns wholesale; instead we treated each market as a separate buyer with localised LPs, audiences and conversion paths.
Metrics in these studies are real; client names and identifying details are anonymised by category and revenue band. Verbatim quotes appear only with written client approval.
Tell me about your account.
Whether you want an audit, ongoing management, or just a second opinion on your current setup — drop a message and I’ll reply within one business day.