Paid ads for SaaS, fintech and B2B tech companies
A SaaS marketing agency in Cyprus that reports in pipeline
Google, LinkedIn and Meta campaigns for demo requests and trials, tracked from first click to closed deal through your CRM. Built for longer sales cycles and buyers who are mostly outside Cyprus.
- Month-to-month contracts
- You own every ad account
- Campaigns in English and Greek
- Ad spend managed
- €2M+
- Cyprus and international clients
- 20+
- Campaigns launched
- 200+
- Optimisation cadence
- Weekly
- Tracking fixed before the first euro is spent
- A written change log every week
- One-page reports in plain language
Why it matters
Why SaaS ads fail when they stop at the form fill
A software buyer rarely converts on the first visit. They search a category term or a competitor name, read a comparison page, book a demo or start a trial, then go quiet for three weeks while colleagues, procurement and security weigh in. Most Cyprus tech companies sell to the UK, the EU or worldwide, so the buyer is usually nowhere near the island.
The accounts we see optimise for the wrong event. Demo form fills and trial sign-ups are counted as wins, the CRM is never connected, and marketing reports a cost per lead that sales does not recognise. LinkedIn budget goes on cold audiences with nothing following up, and Google budget goes on broad category terms that attract students and job seekers.
A SaaS marketing agency in Cyprus has to do two things well: capture demand with Search, and prove in the CRM that it became pipeline. We build demo and trial funnels, import qualified opportunities and closed revenue from HubSpot or your CRM back into Google, LinkedIn and Meta, and optimise toward those. We work with Limassol's fintech and software companies, and we do not advertise gambling products or operators.
- €2M+
- Ad spend managed
- 20+
- Cyprus and international clients
- 200+
- Campaigns launched
- Weekly
- Optimisation cadence
What we run
Campaign types we run for SaaS and B2B tech
Demand capture first, demand creation second, retargeting throughout. The mix shifts with deal size and sales cycle.
- 01
Category Search
Terms that describe what your product does, such as "expense management software" or "KYC verification API", grouped by intent and geo-targeted to the countries where you sell. Exact and phrase match, with research and job queries excluded.
- 02
Competitor Search
Campaigns on competitor names and "alternative to" queries, with comparison landing pages that make a fair case. High intent, higher cost per click, worth a dedicated budget and its own success measure.
- 03
Brand Search and protection
Your product name, your company name and their misspellings, so competitors and review sites cannot intercept buyers who are already looking for you. Cheap, and it keeps brand out of your non-brand metrics.
- 04
LinkedIn Ads
Sponsored content and lead gen forms targeted by job title, seniority, company size and industry. Used with restraint because clicks are expensive, and always paired with retargeting on cheaper channels.
- 05
Meta and Google retargeting
Site visitors, LinkedIn engagers and trial users see case studies, product walkthroughs and demo prompts on Facebook, Instagram, YouTube and Display at a fraction of LinkedIn cost.
- 06
Demo and trial funnel optimisation
Landing pages, forms, calendar booking and trial activation events reviewed and instrumented, so more of the traffic you pay for becomes a conversation with sales.
Included
What SaaS and tech clients get from us
The work that turns ad spend into pipeline your sales team recognises.
Intent-tiered keywords
Category, competitor and brand terms run as separate campaigns with separate targets, so a cheap brand click never subsidises an expensive category click in the reporting.
Account and role targeting
Company lists, job titles and industries on LinkedIn, matched audiences from your CRM on Google and Meta, and exclusions for existing customers and current staff.
CRM feedback loops
Lead stages from HubSpot, Salesforce or Pipedrive imported back to the ad platforms as offline conversions, so bidding learns which clicks become opportunities.
Built for long sales cycles
Attribution windows, retargeting sequences and reporting set up for deals that take weeks or months, rather than judged on a seven-day view.
International by default
Campaigns per market and language, from the UK and EU to the US and beyond, with budgets and targets set by where your best customers come from.
Pipeline reporting
Spend, demos, qualified opportunities, pipeline value and closed revenue by channel and campaign. One page your founders and your sales lead can both read.
How we work
How we build B2B lead generation for tech companies in Cyprus
- 01
Discovery
Ideal customer profile, deal size, sales cycle length, CRM stages and what your sales team considers a qualified lead. Targets are set in opportunities, not form fills.
- 02
Funnel and tracking design
Demo, trial and content paths mapped, conversion events defined at each stage, GA4, Google Tag Manager and CRM integration planned before any ad is written.
- 03
Build
Search campaigns by intent tier and market, LinkedIn audiences, retargeting sequences, landing page recommendations and offline conversion imports connected to your CRM.
- 04
Launch
Search goes live first to capture existing demand. LinkedIn and Meta follow once tracking is proven and there is an audience worth retargeting.
- 05
Optimise weekly
Search term reviews, bid moves toward terms producing opportunities, creative and landing page tests, audience refinements and a change log every week.
- 06
Scale
Budget follows pipeline. New markets, new competitor sets and new content offers are added once cost per qualified opportunity is stable.
Demo and trial funnels: what a SaaS marketing agency in Cyprus should build first
Before spending, we look at what happens after the click. A demo request that lands in a shared inbox and gets answered two days later loses most of its value. A free trial with no activation tracking tells you nothing about which campaign brought a real user. We set up calendar booking on the demo form, define activation events inside the product where possible, and make sure every lead carries its source into the CRM.
Then we decide what the ads should optimise toward. Early on it may be demo bookings, because that is all the data you have. As CRM imports build up, we move the target to qualified opportunities. That shift is where cost per pipeline usually improves, because the platforms stop chasing people who fill in forms and never show up.
LinkedIn plus Meta: building and retargeting B2B audiences
LinkedIn is the one platform where you can reliably reach a head of finance at a mid-sized company by job title. It is also expensive, and most people who click will not convert on the first visit. We use it to put the right people on your site and into your audience lists, with content worth their time rather than a demo request on first contact.
Meta, YouTube and Display then follow those visitors at a fraction of the cost, with case studies, product walkthroughs and a demo prompt once they have seen enough. Matched audiences from your CRM let us retarget open opportunities and exclude existing customers. The combination gives you LinkedIn precision at closer to Meta prices.
Common mistakes we see in SaaS ad accounts
Optimising for form fills is the most damaging. It fills the CRM with unqualified sign-ups, sales stops trusting marketing leads, and the platforms learn to find more of the same. Close behind is mixing brand and non-brand in one campaign, so the reported cost per lead looks fine while category acquisition is quietly losing money.
We also see LinkedIn campaigns with no retargeting behind them, category keywords on broad match attracting students and job seekers, no geo exclusions for markets you cannot sell into, and attribution judged on a seven-day window for a ninety-day sales cycle. Each of these has a structural fix, usually in the first month.
Measuring SaaS ads: from click to pipeline
The measurement chain runs click, demo or trial, qualified lead, opportunity, closed won. Each stage is tracked and tied back to the campaign and keyword that started it, using GA4, the ad platforms' own conversion tracking and offline conversion imports from your CRM. Lead source and campaign fields are set on every CRM record so the chain does not break at handover.
Reporting then shows cost per stage and pipeline value by channel, alongside spend. Because deals take time, we report on cohorts: what the leads from March are worth by June. It is slower than a real-time dashboard. It is also the only view that tells a founder whether paid acquisition is working.
FAQ
SaaS & Tech: questions we hear most
If your question is not here, ask. We keep replies short.
Most B2B tech clients start between €1,500 and €3,000 per month on Google, with LinkedIn and Meta added once tracking is proven. The right figure depends on deal size and sales cycle. A product with a high annual contract value can justify far more per lead than a low-priced self-serve tool.
Yes, on request and where the deal size supports it. LinkedIn clicks are expensive, so we use it for audience building and pair it with retargeting on Meta, YouTube and Display to bring the cost per opportunity down.
Yes, if your CRM records lead source and stage. We set up offline conversion imports from HubSpot, Salesforce, Pipedrive or similar, so qualified opportunities and closed revenue flow back to Google, LinkedIn and Meta and appear in the reports by campaign.
We work with fintech, payments, trading technology and software companies, including firms that build technology for regulated industries. We do not advertise gambling products, casinos or betting operators. If your product is software sold to businesses, we can usually help.
It is the norm for our SaaS clients. Campaigns are built per market and language with budgets set by where your best customers come from. Cyprus is often a small share of spend, and that is fine.
Demo requests from Search usually start within the first two weeks. Qualified opportunities depend on your sales process, and closed revenue on your sales cycle, which for B2B software can run one to three months or longer. We report by stage so progress is visible before revenue lands.
We write ad copy and send detailed landing page recommendations, and can build simple campaign pages where your site cannot. For product walkthroughs and case study videos we brief your team or your video partner and shape the content for each placement.
Next step
Get a free SaaS ad audit
Send us access to your Google, LinkedIn or Meta accounts and a view of your CRM stages. You get a written assessment of what is producing pipeline and what is producing noise.