Get more paying users with better paid traffic
Tired of optimizing for free trials & flaky form fills? Use your ads to actually convert customers
Did you know that 42% of Google search clicks go to paid results?
You need to claim those clicks.
As a successful B2B business, you've already got what Rob Walling calls a "low-touch funnel" — usually built on content marketing, word of mouth, and organic SEO. This funnel brings a steady stream of mediocre form-fillers or free trial-ers through your door. (And hey, a few of those meh new users might even stick around.)
But when you're ready to systematically acquire high-value customers, there's just no substitute for paid traffic.
Snowball helps you scale your revenue through paid campaigns that 1) laser-target your perfect B2B prospects, 2) convert them into satisfied customers, and 3) use the data we collect to find you more right-fit users.
Most paid media agencies don't know how to handle SaaS. But as software founders ourselves, we specialize in working with SaaS businesses that want to capture more customers (not just freemium users or no-show demos!) through ads.
Our two-stage process starts by ensuring we can consistently earn meaningful conversion rates. Instead of pushing you toward what's worked for other businesses in the past, we test until we find what works for you now. Then we hit the gas.
STAGE 1: First, we figure out what targets, messaging, and ad creative work with your audience. This is the experimental Finding the Fit phase. Until we get your ads performing at a consistently solid return on your ad spend, this is where we'll stay.
STAGE 2: Once we start achieving satisfying returns, we'll move to Scaling the Spend. In this second phase, we protect and perfect your highest performers so they keep delivering for you. At the same time, we narrow our testing focus to identify new and promising areas of expansion.
"After trying, and failing, to DIY Google Ads, it was a joy to work with Max and team."
"They combine professionalism with fun and creativity and a scientific approach that drills into what does and doesn't work in the complicated world of advertising."
Stefan, Testpad
There are three key differences between Snowball ads specifically built to bring you more qualified users (🥳), and ads that just burn your runway and churn your users (😰).
Most SaaS businesses we work with find a highly profitable channel balance at 75% Google ads, and 25% LinkedIn ads. Naturally, Google is mostly text — so there's barely any visual imagery required. On the other hand, LinkedIn ads require scroll-stopping visual creative. Luckily, our brilliant creative team has your back.
The harsh truth? Right now, your ads are probably set up to target FAR too broadly. You might think you're being strategic, but realistically, you're wasting budget. (Go check if you've got Display Network toggled on. And turn off "optimise for best performing ad" while you're at it. We'll wait.) It's time to tighten the net to capture only the prospects with the best chance of converting into paying customers. As we learn more about your users and the ads they find compelling, we'll tighten your targeting — bringing you even better return on ad spend, more stability, and even higher conversions.
Other agencies (and AI tools) are great at generating bucketloads of cheap leads to sign up for your free trial or content offer. But you're running a tech brand, not a dairy farm. You don't need all that churn. Along with matching your ads to highly qualified potential users, we track conversions all the way from ad impressions to paid plan conversions. We'll even track offline conversions and update your CRM accordingly. Now you have a complete picture of your customer journey — and a plan for what to do next.
Our performance is always public
"How do you calculate the Return on Ad Spend (ROAS) in this graphic?"
Great question.
The ROAS above is based on total client ad spend over the previous four months — including our fee, of course. We update this public figure every month, because we're proud of the results our clients are getting, and we've got nothing to hide.
SaaS Client Results
"Personally, I'm always cautious when starting with a new agency. I've had bad experiences in the past where I spent too much time, way too much money, and never got results. But with Snowball, when they onboarded me, I noticed the professionalism. It made me feel like I was in safe hands.
I love working with the team, they're fun. But the real reason I stick around are the results. They helped me achieve a positive ROI with every dollar that I invest in paid ads. I'd highly recommend any tech founder, particularly in the SaaS space, to work with Snowball.
They've taken the time to get to know our business, learn the metrics, and some of the phrases so that they can help us optimize paid ads and make paid ads work for our business. Thanks to the Snowball Creations team, we've re-accelerated growth. We've had some of our best months of sales in our company's history."
The stability and predictability of Google Ads make this platform a no-brainer for businesses looking to scale. To succeed on Google, you need:
So, not much, right? 😅 Your dedicated SaaS PPC agency expert will help your business claw back your share of the 42% of Google clicks going to paid results.
Want to know a secret about LinkedIn? Its data set is even deeper and more detailed than Meta's. (Though depending on your product, we might also recommend Meta ads as a cost-effective LinkedIn alternative.) If you're building a B2B SaaS product, your audience is 100% hanging out on LinkedIn. And with tight targeting and clever creative, you can reach them without spending a fortune.
When it comes to social platforms, Meta owns the biggest and best. We'll use Facebook and Instagram's powerful social media management tools to target your ideal audience, create campaigns with high return potential, and set you up to scale. (If Business Manager feels like a lot, don't stress. We don't just drive results for your brand, we also guide you through your ad accounts. That way, you'll always feel confident and clear about your performance.)
While Google reigns as the king of search, Microsoft Ads stands as the powerful duke of the digital advertising realm. As the second-largest search network, Microsoft Ads delivers valuable opportunities that savvy marketers shouldn't overlook. Perfect for brands looking to expand search traffic beyond maxed-out Google campaigns, Microsoft Ads typically offers lower cost-per-click rates due to reduced competition. And thanks to being the default search engine across Windows devices, the platform provides unique access to older demographics.
Want to put paid channels to work for your software product, but don't want to deal with the creative side? Get effective creative at a fraction of the cost from Snowball Studios.
SaaS Client Results
An established community management SaaS app had grown stagnant thanks in part to their very basic Google Ads. Over six months, we significantly reduced their cost per conversion and scaled the quantity of new customer sales. This led to them experiencing the best new sales growth in the eight-year history of the company.
MRR-Generating Machine
The difference between a qualified lead and a paying user can be as wide as the gap between "I'll just code this small feature real quick" and your upcoming product release date. Sure, it might seem small… but there's a lot of money riding on that line.
Call us overachievers, but we think your ads should do much more than just get leads to your landing page. Your SaaS paid media should target the right people AND encourage them to slap down their credit card. On top of that, your paid channel performance should generate useful data about your user's conversion journey — both online, and when they pick up the phone and give you a call.
When you work with Snowball, you'll work directly with your dedicated SaaS PPC and paid media expert (no junior associates here). We regularly analyze your campaign results, track conversions from free trial users to active paid users, and come up with new strategies that optimize for recurring revenue — not just leads.
Your 30-minute free ad account audit will be the most valuable time you spend this month
Specializing in Purpose-Driven SaaS
Chances are, you started your SaaS to solve a problem. We want to help you help more people solve that problem. (By the way, we're software founders too.)
We specialize in snowballing paid traffic for software businesses including:
Psst, passing through London sometime soon? Join Snowball Creations founder Max for dinner with other SaaS creators, every other month! Ask Max for your invite to the next SaaSy Dinner on your discovery call.
Like you, we're only interested in working together as long as we're delivering the results you need.
Instead of locking you into a long-term contract, or promising returns wayyyy down the road, we ask for an initial 3 month commitment and then 1 month's rolling notice if you want to stop our work together.
STEFAN BUTLIN, FOUNDER, TESTPAD
"After trying, and failing, to DIY Google Ads, it was a joy to work with Max and team.
They combine professionalism with fun and creativity and a scientific approach that drills into what does and doesn't work in the complicated world of advertising."
KIERAN GREGORY, HEAD OF PARTNERSHIPS, INSPIRED VENTURES
"They continuously go above and beyond with us. Helping to figure out where the drop offs were in our funnel even beyond just the ads.
It's really been the difference that's helped us have such a great year!"
MITCH, JOIN IT
"Thanks to the Snowballers help, we've recently seen the best month of growth in the 10 years the company has been running!"
PAUL TACCI, TACI BOTS
"They are very professional but direct, with a big focus on results."
Elevate your paid media performance, not your blood pressure. Tell us all the ways you're disappointed in your ad performance, and we'll tell you what we'd do to fix it — whether you hire us or not.