What to Expect in the First 90 Days With a SaaS PPC Agency

Look, we get it. You've been running your SaaS company's PPC campaigns internally for months (maybe years), and the results aren't exactly setting the world on fire. Your CPAs are through the roof. Your conversion rates make you want to hide under your desk.

And don't even get us started on trying to explain to your board why ad spend keeps climbing while MRR stays flat.

So you've finally decided to hire one of those specialized SaaS PPC agencies everyone keeps talking about. Smart move. But now you're probably wondering what exactly happens next? What should you expect in those crucial first 90 days?

Having worked with hundreds of SaaS companies over the past decade, we can tell you that these first three months are make-or-break.They'll determine whether you've found your growth partner or just another vendor who doesn't really "get" the SaaS business model.

Why Leading SaaS Companies Turn to Best SaaS PPC Agencies

You know what most general agencies completely miss about PPC for SaaS? It's not just about driving clicks or even leads. It's about understanding customer lifetime value, monthly churn rates, and the fact that your ideal customer might take 47 touchpoints before they're ready to start that free trial.

Your average marketing agency thinks success means getting you more form fills. But the best SaaS PPC agencies understand that a $500 CPA might actually be brilliant if that customer has a $2,000 LTV. You need teams that get excited about reducing time-to-value and increasing product adoption rates.

At Aimers, we've seen this disconnect firsthand. As a leading SaaS PPC agency, we advocate for data-driven PPC and understand that ROI is what keeps your lights on. We've worked with companies like Mixpanel, generating 164% more leads while reducing cost per lead by 67%.With Orion Labs, we increased the value of their sales opportunities from paid campaigns by over 60% in the first 6 months (then accelerated that to 4X overall growth).

The top SaaS PPC agencies don't just run your Google Ads. They become an extension of your growth team.

The Real Cost of Waiting for Top SaaS PPC Agencies

You know what keeps us up at night? Seeing SaaS companies that know they need help but keep putting it off because they're worried about the transition period.

Every month you delay getting your PPC advertising right is a month your competitors are potentially snagging customers who should be yours. In the SaaS world, where customer acquisition costs keep climbing and organic reach keeps shrinking, paid advertising isn't optional anymore. It's survival.

They think, "Maybe next quarter when things settle down," or "Let me try one more month internally first." Meanwhile, their competitors are out there with agencies that actually understand how to target "VP of Marketing at 50-500 employee SaaS companies" on LinkedIn.

The cost of waiting compounds. Every day you're not building a profitable, predictable paid acquisition engine is another day you're falling behind in the race for market share.

Days 1-30 Foundation and Strategic Assessment

You've signed with your SaaS-focused PPC agency (hopefully one that actually knows what ARR stands for), and now the real work begins.

Initial Account Audit What Best SaaS PPC Agencies Look For

The first thing any decent agency should do is tear apart your existing PPC campaigns like they're debugging problematic code. But what separates the best SaaS PPC agencies from the rest? They don't just look at your ads.

At Aimers, our team of PPC experts conducts a comprehensive audit of your website and Google Analytics, as well as existing advertising accounts. We determine where your traffic actually comes from and what metrics desperately need improvement.

We're digging into your analytics to understand your entire funnel. We want to see where people are dropping off. How long it takes someone to convert from first click to paid customer. Whether your current PPC campaigns are actually targeting the right stage of the buyer's journey.

What shocked us when we started auditing SaaS companies? About 70% were targeting bottom-of-funnel keywords with top-of-funnel landing pages. They were paying for searches like "best project management software" and sending people to generic homepage heros.

No wonder their conversion rates were terrible.

We once reduced a client's CPA by 68% in just the first month by eliminating unnecessary ad spend. Sometimes the biggest wins come from the smallest fixes.

Competitor Analysis in the SaaS Market

Your agency should be obsessing over your competitors during this first month. Not just who they are, but how they're positioning themselves, what keywords they're bidding on, and what their landing page strategies look like.

In the SaaS market, competitive intelligence is everything. Your customers are definitely comparing you to 2-3 other solutions before making a decision. Your agency better understand who those companies are and how you stack up.

The best agencies will create competitor battle cards that your sales team can actually use. We'll identify gaps in competitors' messaging that you can exploit.

Setting Realistic ROI Expectations for B2B SaaS Companies

This is where a lot of relationships with PPC agencies go south early on. You're expecting immediate results, and they're trying to manage expectations.

The truth? B2B SaaS has longer sales cycles than almost any other industry. Your customers aren't buying your $99/month software on impulse. They're evaluating, comparing, getting buy-in from stakeholders.

Most SaaS clients see initial results immediately upon campaign launch, with optimal results achieved within 1-2 months.

But "initial results" doesn't mean you'll see your CAC cut in half in week two. It means you'll start seeing more qualified traffic, better engagement metrics, and early signs that your campaigns are attracting the right kinds of prospects.

The SaaS PPC Setup Process Beyond Basic Google Ads

Month one isn't just about analysis and planning. Your specialized SaaS PPC agency should also be laying the groundwork for campaigns that actually understand how SaaS businesses work.

Platform Selection Why Best SaaS PPC Agencies Think Multi-Channel

If your agency is only talking about Google Ads, run. We mean it.

The best SaaS growth happens when you're reaching your ideal customers wherever they are. For B2B SaaS, that's definitely not just Google. LinkedIn is often where your decision-makers are hanging out during lunch breaks, scrolling through industry content. Microsoft Ads often has lower competition and higher-intent audiences for SaaS keywords.

And don't sleep on YouTube, especially if you're in a space where product demos matter.Some of our best-performing SaaS PPC campaigns are YouTube ads targeting people who watched competitors' demo videos.

At Aimers, we work across multiple PPC platforms. The magic happens when you understand where your specific audience spends their time. Take LinkedIn, for example - we've seen SaaS clients generate MQLs at half the cost compared to Google, simply because we knew how to craft audiences and messaging that spoke directly to decision-makers.

Landing Page Optimization for SaaS Conversion Funnels

Something that drives us crazy? SaaS companies that spend thousands on PPC but send all their traffic to their homepage.

Your homepage is not a landing page. It's not built for conversion, and it's definitely not speaking to someone who just clicked on an ad about "automated reporting software."

Your agency should be either building new landing pages or heavily improving existing ones for each PPC campaign. And these aren't just any landing pages. They need to understand SaaS conversion psychology.

That means social proof that's actually relevant, value propositions that speak to business outcomes, and calls-to-action that make sense for your sales process. The best agencies will also set up proper conversion tracking that goes beyond just form submissions.

As one of our team members always says: "Even the best ad campaign can't save a broken landing page or bad analytics." Marketing rarely fails because of low traffic - the real leak is often deeper in the funnel.

Days 31-60 Campaign Launch and Data-Driven Optimization

Your PPC campaigns are live, data is starting to come in, and your agency should be making decisions based on actual performance rather than assumptions.

They're looking at the entire customer journey and making adjustments that improve long-term customer quality. We work with PPC campaigns on a daily basis; this is essential for budget preservation and performance improvement.

Your agency should be checking in daily, but they shouldn't be making massive changes constantly. PPC algorithms need time to learn, especially Google's machine learning systems.

Early Performance Indicators What Success Looks Like for SaaS Companies

Ad Spend Efficiency in the First Month

Forget about ROAS for now. In the first 30-60 days, you should be looking at leading indicators that suggest your campaigns are heading in the right direction.

Is your cost per click stabilizing? Are your quality scores improving? Most importantly, are you getting traffic that actually converts at a reasonable rate to your next step?

We recommend tracking Click-Through Rate (CTR), Conversion Rate, Cost-Per-Acquisition (CPA), Return on Ad Spend (ROAS), and Quality Score.

But lower CPC doesn't necessarily mean better business results. Your agency should be looking at lead quality and customer LTV to maximize ROI. Sometimes the more expensive click is actually worth its weight in gold.

Qualified Lead Generation vs Volume Metrics

This is where SaaS companies often trip up. Anyone can drive a bunch of form fills by targeting super broad keywords and offering something generic. But are those qualified leads actually ready to buy your SaaS product?

Your agency should be working with your sales team to define what a marketing qualified lead actually looks like for your company. Whatever it is, your PPC campaigns should be tuned for lead quality, not just lead volume.

Better to get 10 highly qualified leads that sales loves than 100 leads that never make it past the first discovery call.

Common First-Month Challenges in SaaS PPC Campaigns

Being honest about what usually goes wrong in those first 30-60 days? There will be challenges.

Managing Long B2B SaaS Sales Cycles

This is the big one. Your CEO sees the ad spend going up and asks where the customers are, and you have to explain that B2B SaaS buyers don't typically convert the day they first click on an ad.

Your agency should be setting up tracking and attribution systems that help you see the full customer journey. Without proper attribution, it looks like your PPC isn't working. With it, you can see that PPC was actually the first touchpoint in a customer worth $50,000 in annual recurring revenue.

Ad Copy Testing for Complex SaaS Products

Writing effective ad copy for SaaS is an art form. You're trying to communicate complex value propositions in 90 characters or less. You're competing against companies with much bigger ad budgets.

Your agency should be running constant ad copy tests. Not just A/B testing headlines, but testing different value propositions, different pain points, and different calls-to-action.

Some of our best-performing SaaS ads don't even mention the product features. They focus on the business outcome. "Cut reporting time by 75%" performs better than "Advanced analytics dashboard." People buy results, not features.

We learned this working with RecMan. Instead of highlighting their 26-language support, we focused ads on helping companies "manage large workforces efficiently." The result? We cut their CPA by 65% and acheived a 93% conversion-to-MQL rate.

Days 61-90 Scaling and Strategic Refinement

The 90-Day Milestone: By this point, you should have enough data to make informed scaling decisions. We typically see 3x performance improvement from month 1 to month 3 when everything clicks.

By day 61, your agency should have a pretty good understanding of what's working and what isn't. This is when the real magic begins.

💡 Pro Tip from Our Team: "Month 3 is when SaaS PPC campaigns either take off or plateau. The difference? Agencies that understand your business model vs. those still treating you like e-commerce."

When to Increase Ad Spend ROI-Based Decision Making

The question we get most often around day 60 is: "When should we start scaling up our spend?" The answer isn't based on time. It's based on performance.

You should only increase spend when you have PPC campaigns that are consistently generating customers at or below your target CAC. And when you do scale, you should do it gradually. Doubling your budget overnight usually just leads to higher costs and lower quality traffic.

Advanced PPC Strategies for SaaS Growth

This is where specialized PPC agencies really shine. By day 90, we should be implementing strategies that most general agencies have never even heard of.

Maybe we're setting up LinkedIn campaigns targeting people who visited your competitors' pricing pages. Maybe we're creating customer lookalike audiences based on your highest-LTV customers.

AI and machine learning should be automating bidding, targeting, and even streamline some aspect of ad creation. Even we use AI at Aimers, but the real magic happens when you combine AI efficiency with human strategy.

But the real advanced strategy is integration. Your PPC campaigns should be feeding data back into your CRM, your email marketing platform, and your product analytics.

Measuring Success KPIs That Matter for SaaS Businesses

By the end of 90 days, you should have a clear picture of how PPC is contributing to your overall SaaS growth goals. And that picture should go way beyond traditional PPC metrics.

You should track trial-to-paid conversion rates for PPC-acquired customers, average revenue per user from paid channels, and customer lifetime value by acquisition channel.

Some of our most successful SaaS clients actually have higher CPAs from PPC than from other channels. But those customers have significantly higher LTVs and lower churn rates.

Red Flags When Your PPC Agency Isn't Right for SaaS

Not every agency that says they specialize in SaaS actually understands the space. Some red flags that should have you looking for a new partner:

They're celebrating leads instead of customers. If your agency is celebrating a month where lead volume went up 50% but actual customer acquisition stayed flat, they don't understand SaaS.

They don't understand your SaaS sales cycle. If they're expecting immediate results and don't grasp why it takes 2-3 months to properly evaluate campaign performance, they're not the right fit.

They can't speak your language. If your agency doesn't understand what churn rate is, or why customer lifetime value matters more than short-term ROAS, they're probably better suited for e-commerce companies.

Maximizing Your Partnership Getting the Most from Specialized PPC Services

The best SaaS PPC relationships are true partnerships, not vendor relationships.

Be transparent about your business metrics. Share your customer acquisition cost targets, your typical sales cycle length, and what qualified leads look like for your sales team.

Give them access to the data they need. This means integrating their PPC campaigns with your CRM, giving them visibility into trial-to-paid conversion rates, and sharing customer feedback when possible.

Be patient but demanding. Understand that PPC for SaaS companies takes time to improve, but don't accept mediocre results indefinitely.

At Aimers, we've managed over $30 million in ad spend and earned recognition as a Google Premier Partner for 2024. We've seen what works and what doesn't when it comes to SaaS PPC, and those first 90 days are absolutely critical.

The right SaaS marketing agency won't just run your ads. They'll become an extension of your growth team, helping you build a sustainable, profitable customer acquisition engine that scales with your SaaS business.

If you're ready to stop treating PPC like a necessary evil and start treating it like the growth driver it should be, those first 90 days with the right SaaS PPC agency might just change everything.

If you're wondering where your ad budget is silently leaking, or you want to see what the first 90 days could look like for your SaaS company - book a short strategy call with our team. At Aimers, we specialize in helping b2b SaaS companies build profitable PPC campaigns that actually understand your SaaS business model.

Ready to Transform Your SaaS PPC Results?

Look, we've walked you through what those first 90 days should look like. But honestly? Every SaaS business is different. Your customer acquisition costs, sales cycle, and growth challenges are unique to your company.

That's why we offer a free PPC audit to see exactly where your current campaigns are hemorrhaging money and missing opportunities. No sales pitch, no lengthy presentation - just a straight conversation about what's working, what isn't, and what we'd do differently.

Ready to see what's possible? Book a free strategy call and let's talk about your specific situation. We've helped hundreds of SaaS companies get their PPC right, and we'd love to show you what that could look like for your business.

For more insights on SaaS marketing and PPC strategies, check out our marketing blog You can also explore our full range of agency services including conversion rate optimization, landing page design, and analytics setup.