B2B SaaS Playbook
A demo-request funnel and Google Ads account structure built around buying intent, not broad product-category keywords.
B2BSaaSGoogleAdsaccountscommonlystructurearoundbroadproduct-categorykeywordswithasinglesharedlandingpage,generatingdemorequeststhatsalesflagsaspoorlyqualifiedmoreoftenthannot.
The Approach
Intent-Tiered Campaign Structure
Keywords are re-segmented by buying intent — comparison and alternative searches separated from broad category terms — so budget can weight toward the highest-intent tier.
Role-Specific Landing Pages
Landing pages are split by buyer role and use case instead of routing every click to one generic product page, improving message match and lead quality.
Sales-Qualified Feedback Loop
CRM data on which demo requests actually become sales-qualified opportunities is piped back into bid strategy, shifting optimization away from raw demo-request volume.
A demo booked by the wrong buyer isn't a win — it's a delay.
Ready to see what looks like with a real flight plan?