How Google Ads and LinkedIn Ads brought new clients to an invoicing and tax software company

The company

An invoicing and tax software company selling to business consultants, tax practices and billing companies. Its product is a service based B2B SaaS tool: invoice generation and tax calculation for firms that bill clients every month. The company name is withheld.

The challenge

The buyers here are specialists. A consultant or a tax firm owner does not browse for software casually, and they ignore generic marketing. The company needed a steady flow of the right firms asking for a demo, instead of relying on referrals and occasional inbound interest.

The approach

Two channels carried the work, each doing a different job.

• Google Ads reached firms that were already searching for invoicing and tax tools, which is the shortest path to a demo request.
• LinkedIn Ads reached owners, partners and finance leads at consultancies, tax practices and billing companies by job title, including people who were not yet searching.

Both channels sent people to pages built around one action, a demo request. Results were judged by the demo requests and customers they produced, not by clicks.

The result

Google Ads and LinkedIn Ads together became the company's main route to new clients in this segment. Search captured buyers who were ready to compare tools. LinkedIn put the product in front of decision makers earlier, which made the later demo conversations easier.

What this shows for B2B SaaS

• Use search to catch intent and LinkedIn to reach job titles. They work best together.
• Point every campaign at one clear action and measure it to the sales conversation.
• Focus on one type of buyer at a time. A product for consultants and tax firms sells better when the message speaks to them directly.

If you sell software to professional services firms, see the B2B SaaS services page or read our guide on how to get new customers for a B2B SaaS company.