Industries · B2B and technology
SaaS lead generation that turns demos into paying customers
LinkedIn and Google Ads aimed at the people who buy your software, with landing pages and nurture that move them from first click to paying customer.
How do SaaS companies generate B2B leads?
B2B SaaS companies generate leads by targeting the job titles and company sizes that buy, through LinkedIn and Google Ads, sending them to landing pages built around one problem, and nurturing them by email until they are ready for a demo. Lead Gems builds this for UK software companies and reports on pipeline and paying customers, not clicks.
The demand
What your clients search for every month.
Examples of what software buyers search for. Clicks run from £17 to over £100, so every campaign needs tight targeting and a landing page that earns the demo.
UK Google Ads data via DataForSEO, October 2026. Cost per click is the average advertisers paid.
The problem
Where saas companies lose clients.
We see the same gaps again and again. Each one is fixable, and most cost more than the marketing that fixes them.
Outbound that costs too much
SDR teams and cold calling are slow and expensive per meeting.
Demos that never convert
Leads book a demo, then go quiet.
Expensive clicks
Category searches cost a fortune and attract competitors and students.
Long buying cycles
Several people sign off, and deals stall without follow-up.
What works
The services that work for saas companies.
We start with the one or two that fix your biggest gap, then add the rest once those are paying back.
- Follow upB2B Lead Generation
LinkedIn ads and outreach aimed at the exact roles and company sizes that buy.
→ - Paid trafficPPC & Google Ads
Google Ads for high-intent searches, with tight negative keywords.
→ - ConvertConversion Rate Optimisation
Landing pages built around one problem and one next step.
→ - Follow upEmail Marketing
Nurture sequences that move trials and demos to paying customers.
→ - Follow upCRM & Automation
Lead scoring and handover so sales calls the right accounts first.
→
B2B outreach within the rules
UK rules allow B2B email to people at limited companies without prior consent, as long as it is relevant to their role, says who you are and makes opting out easy. Sole traders and partnerships are treated like consumers. We build every outreach campaign within PECR and UK GDPR.
Results
Results for saas companies like you.
Every figure comes from a real client account and is tracked to the enquiry.
Find out what a paying customer should cost you.
Tell us about your product and who buys it. A specialist will come back with where your pipeline can grow.
Questions
SaaS companies marketing questions, answered.
Do LinkedIn ads work for SaaS?
Yes, when they target the roles that buy. A London B2B software company we work with won 31 new paying customers in six months from LinkedIn and Google Ads aimed at operations directors, with a six-email nurture sequence.
How much do software keywords cost on Google?
In the UK, "crm software" averages around £17 a click, "project management software" around £33 and "hr software" over £100. Tight targeting is essential.
How do we turn demos into customers?
Qualify before the demo, follow up the same day and keep nurturing every stakeholder by email until the decision is made.
Can you work with our sales team?
Yes. We connect campaigns to your CRM, score leads and hand the best ones to sales with full context.
Do you work with start-ups?
Yes, as long as there is a clear buyer and budget to test. We start small and scale what works.
Still have a question? Call 020 4652 1887 or send us a message.
From our insights
Guides for saas companies.
Practical answers from the specialists who run these campaigns every day.
More in b2b and technology
Find out what a paying customer should cost you.
Tell us about your product and who buys it. A specialist will come back with where your pipeline can grow.
Or send a quick message