Software Company Google Ads | B2B Demand Generation
A software company’s advertising needs run on different logic than consumer products: the sales cycle is long, the decision is made by more than one person, and conversion is usually a “demo request” or “quote request”, not a direct purchase.
Google Ads catches demand, LinkedIn reaches decision-makers
Google Ads is strong at catching someone already looking for a solution — searches like “inventory management software” carry clear intent. But B2B purchase decisions involve multiple people; LinkedIn ads complement Google Ads by reaching those decision-makers in a business context.
Remarketing is critical through a long sales cycle
A B2B software decision can take weeks or months. Remarketing keeps you visible through that process — expecting conversion on the first visit isn’t realistic in this sector.
A demo request is the right measurement target
Targeting “buy now” directly is too early an ask for most B2B software. A demo request or free trial signup is both more realistic and a healthier conversion target for the bidding strategy.
How do we start? First we discuss your target customer profile and sales cycle. You can reach me from the contact page.
Frequently Asked Questions
Should Google Ads or LinkedIn lead?
Usually both together; Google Ads catches existing demand, LinkedIn targets the decision-maker and builds brand awareness.
Should I offer a free trial?
If possible, yes — it’s a step that meaningfully raises conversion in B2B software, letting users experience the product without risk.
Which campaign type should lead?
Search — intent is clearest there. As demand grows, LinkedIn and content marketing can support.
How do I work?
Work-hour packages
Tell me about your website and what you need on WhatsApp or by phone; we agree on a work block of somewhere between 5 and 40 hours and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend has a lasting result on your site. We keep going for as long as you find it useful.
Why not monthly?
Is 40 hours a week?
On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back.