Google Ads for SaaS
26% more conversions and 18% lower CPA compared with the previous period
Account restructuring and ongoing optimisation increased conversions while reducing the cost per conversion compared with the previous period.
Armin Memić · Senior Google Ads specialist
A Google Ads consultant for businesses that expect more than an account on autopilot
I help businesses understand what drives profitable purchases and qualified leads in Google Ads, where their budget works hardest and what needs to change.
I often join businesses where Google Ads is already an important channel, but the next step is to scale, enter new markets or find new routes to profitable growth.
I work with businesses across Sweden and with clients abroad. We work remotely, and you always deal directly with me, wherever your business is based.
8+ yearsworking with Google Ads
SEK 250+ millioncombined ad spend across accounts I have worked on
5.0 client rating from 20 Google reviews ↗ Precis DigitalFormer team lead Experience includes:
Markus Sjökvist
Head of PerformanceKlarna / PriceRunner
“Armin’s dedication and deep knowledge of search platforms have been crucial to our results. His drive to explore and understand Search has led to innovative solutions and accounts performing at the highest level. I warmly recommend Armin for his technical skill and fantastic attitude.”
Results from Google Ads accounts
Strategy and structure only matter if they lead somewhere. Here are two examples of results from accounts I have worked on.
Google Ads for e-commerce
ROAS increased by 186% year on year
A new Google Ads structure aligned campaign priorities more closely with the e-commerce business’s objectives. Reported ROAS increased by 186%, reaching 921%.
How I work as a Google Ads consultant
Understand the starting point
I review the account, measurement, business and previous tests. The aim is to understand what is holding back the next step before I start changing anything.
Set priorities
There is rarely a need to change everything at once. I start with what is likely to have the greatest impact. That could be tracking, campaign structure, search terms, the product feed or budget allocation.
Test and follow up
Once the foundations work, I test new keywords, ad copy, bidding strategies, campaign types, markets, feeds or landing pages. Where circumstances allow, I prefer to test major changes alongside the existing setup.
Scale what holds up
When we have enough data, I scale what holds up. The next step could be a higher budget, a different budget allocation, a new market or more of Google’s ecosystem. A higher budget is not always the answer.
What does Google Ads support cost?
A brief overview. Prices exclude VAT and ad spend. The pricing page explains more about what may be included and what affects the quote.
Read more about my feesOngoing Google Ads management
For businesses that want me to analyse, optimise and develop their Google Ads account on an ongoing basis.
Google Ads Audit
For businesses that want a thorough review of an existing account and clear priorities.
Larger engagements
When I take broader responsibility across multiple markets, larger budgets or a more extensive scope.
I help with the full scope of Google Ads
There is no single Google Ads strategy that suits everyone. One of its strengths is the ability to reach people already searching for what you offer, while also building and broadening demand further up the funnel.
Shopping may be crucial for an e-commerce business, while a SaaS company with a new or distinctive product may need to combine Search with Demand Gen or YouTube. Measurement and bidding affect the whole account, so I start with the business and choose an approach that fits.
SearchSearch advertising
Search lets you appear when someone is actively looking for what you sell. Good Search advertising involves more than getting more clicks.
Keywords, search terms and ad copy need to help the right people take the next step and sometimes filter out unsuitable traffic. When you pay per click, an ad that qualifies the visitor is often more valuable than one that simply maximises CTR. Before anyone clicks, it should be clear what the business offers, who it suits and what the next step involves.
ShoppingGoogle Shopping
For e-commerce, Shopping is often one of the most important parts of Google Ads. The feed, product data and campaign structure matter, but I also want to understand product margins.
A ROAS of 500% can be strong for one product and unprofitable for another. Products may therefore need to be grouped by margin or business value, with different profitability targets. In some setups, margin-based conversion values can help Google optimise towards the value retained by the business rather than revenue alone.
PMaxPerformance Max
Performance Max can work very well, but Google needs the right signals to know what to optimise for. Two things I check early are conversion measurement and how much of the reported performance comes from branded traffic.
If measurement is wrong, or the campaign mainly captures demand that already existed, reported ROAS can overstate what PMax adds. I want the right conversion goals, a clear understanding of branded traffic and evidence of the campaign’s contribution before scaling it.
DemandDemand Gen and YouTube
Search works best when there is already something to search for. A new product, offer or market may also need advertising further up the funnel.
Demand Gen and YouTube can play a similar role to Meta Ads within Google’s ecosystem. You can show the product, explain its relevance and build demand, while Search captures people who later start searching actively.
AI MaxAI Max and new features
Google Ads changes quickly, and more decisions are moving into Google’s models.
I am happy to test relevant new features, but I do not enable them across an entire account just because they appear under Recommendations. New features still need to be evaluated against the business’s objectives.
MeasurementConversion tracking and measurement
Google can only optimise using the data the platform receives.
Conversion tracking, goals and values are therefore among the first things I check when taking over an account. I look at which conversions are sent, the values assigned to them and whether Google is optimising towards what matters to the business.
When I take over an account
I do not start by rebuilding everything
When I take over a Google Ads account, I first want to understand why it is set up as it is. What has been tested, what works, can the measurement be trusted and how does the business make money?
I do not switch off what works simply to put my own stamp on an account. When I build a new campaign structure or test Performance Max, I prefer to let it collect data alongside the existing setup. Once the new structure works, I can move the budget gradually and phase out the old one.
The same principle applies to Google Ads Experiments. I use experiments when the budget and conversion volume are sufficient for a meaningful test. In smaller accounts, a 50/50 test can spread budget and conversions so thinly that neither version gets enough data.
Problems I often find when reviewing Google Ads accounts
An account does not have to look disastrous on the surface. Ads may be running, traffic arriving and Google Ads reporting a strong ROAS. A closer look can reveal that both reporting and Google’s bidding are based on the wrong foundations.
Conversion tracking
Google was also optimising for job applications
When I took over an account from an agency with more than 15 years of experience, I found three different website forms: contact, home-visit booking and job application. All were recorded under the same Google Ads conversion goal, using the same trigger and tag in Google Tag Manager.
In practice, Google was being told that a job application was as valuable as a potential customer.
I separated the forms into individual conversion actions and changed the goals the campaigns optimised towards. Google then had better information about the type of visitor we wanted to reach.
Account structure
Branded traffic made weaker campaigns look stronger
Mixing brand and non-brand traffic can distort performance. Someone searching directly for a business name is usually easier to convert than someone who has never heard of it.
If one campaign captures both, a high ROAS can hide much weaker performance from generic advertising. I want to see where results come from before deciding what should receive more budget.
Performance Max
Several Performance Max campaigns advertised the same products
I have seen accounts with several heavily overlapping Performance Max campaigns: the same products, market and similar goals.
That does not necessarily improve advertising. In some cases, it makes the account harder to analyse and splits data that could be used more effectively. The structure needs a reason, which was missing here.
Budget and bidding
The budget increased before anyone knew what the advertising delivered
Google Ads may warn that an account is limited by budget, bids are low or potential traffic is being missed. This means more traffic is available to buy. It does not automatically make spending more the right business decision.
I have seen new accounts where the daily budget gradually rose from around SEK 100 to SEK 700 while conversion tracking still gave no reliable picture of what the advertising generated. The account also used manual bidding, without working conversion data for Google to optimise towards.
In practice, more traffic was being bought without knowing what it delivered. I first want measurement in place and a clear understanding of which conversions have value. Budget and bidding can then scale gradually towards business objectives, once there is data to support decisions.
Profitability
ROAS looked good, but revealed too little about profitability
Google Ads knows an order’s value if we send that value. It does not automatically know how much profit the business makes from the order.
A product sold for SEK 20,000 can generate a high conversion value in Google Ads while having a very low margin. If we optimise only for revenue, a campaign can look excellent on ROAS without being particularly profitable.
For e-commerce, we may need to account for margins or separate products with different economics.
The same principle applies to lead generation. If different lead types have different values but are treated as the same conversion, we give the algorithm the wrong goal.
Search terms
No one had reviewed the search terms
The keyword you add to Google Ads and the search a user makes are not always the same thing.
I review search terms regularly, especially in new accounts, new campaigns and new markets. Negative keywords are an important part of that work.
I also try to structure recurring exclusions sensibly, for example through shared negative keyword lists.
RecommendationsGoogle advises on Google Ads. That does not mean it knows your business.
Limited by budgetBroad matchAutomatically created assets
I review Recommendations and Insights as part of routine account maintenance. They may flag things worth checking, but I do not activate a recommendation simply because Google shows it or to increase the Optimisation Score. The change needs to be relevant to the account and business.
Google can see large amounts of data about searches, user behaviour and competition. It does not automatically know which products earn you the most, how much capacity you have, which customers you want or what margin makes your advertising profitable.
I therefore assess budget limitations (“Limited by budget”), suggestions for higher bids, broad match, new campaign types, automatically created assets and Google’s estimates of additional conversions in terms of what they could add to that particular account.
I want to understand the business behind the Google Ads account
My work goes beyond the Google Ads interface. To make sound decisions, I need to understand customer value, which products make money, which leads are high quality and what you want to achieve as a business.
That is also why my working relationships often involve more discussion than a monthly report. Google Ads is affected by the rest of the business.
- What we optimise towards
- Not all conversions are equally valuable.
- How we allocate the budget
- The campaign with the highest revenue is not necessarily the most profitable.
- Which products we prioritise
- Different margins may require different structures and targets.
- How quickly we scale
- More traffic is only valuable if the economics hold up as the budget increases.
- What data Google receives
- First-party data, customer lists and better conversion signals can become important as the account develops.
Would you like me to review your account?
Tell me briefly how you use Google Ads today.
Google Ads for e-commerce, SaaS and lead generation
E-commerce
For e-commerce, I usually consider Search, Shopping, Performance Max, Merchant Center and product data together. ROAS matters, but I also want to understand which products and categories are worth scaling.
SaaS
In SaaS, the journey from click to paying customer is often longer. Registrations, trials, paid subscriptions, markets and customer value may all need to be considered when assessing what advertising generates.
Lead generation
More leads do not always mean more sales. I want to look beyond form submissions and understand the enquiries the campaigns generate. Better information about which leads are valuable gives Google’s bidding a better starting point.
A deliberate approach
I work with fewer clients
My ongoing Google Ads management starts at SEK 15,000 per month.
Most businesses I work with on an ongoing basis are not starting from scratch. Google Ads is already important, but the account has reached a point where the next step is less obvious.
A higher budget may deliver diminishing returns, the structure may be difficult to scale, the business may want to enter a new market or it may need more ways to build demand and grow profitably.
That is often where I come in: to understand what is holding back the next step and find new ways to scale, while retaining what works.
I work with a smaller number of businesses so I can understand both the account and the business behind it, analyse, test and follow up on what affects the advertising.
Reviews
Read more reviews and recommendationsArmin helps us at Järv Äventyr and we warmly recommend him. He has sharpened our Google Ads campaigns, helped us set up Demand Gen and is an excellent sounding board for optimising our Meta Ads campaigns.
Armin is the best you can find! Knowledgeable, thorough and quick to act. He works in a structured way and brings smart suggestions and ideas to connect all the pieces of our performance marketing.
We have been working with Armin for a while on marketing through Meta. He is curious, proactive and has given us valuable insights beyond his main brief. The marketing results look very promising.
What stands out in particular is his expertise in Google Ads and SEO. Armin really understands the data, systems and tools available, and continually optimises based on them.
Armin helped me set up Google Ads from scratch. The account is so well organised that it felt familiar straight away. Fantastic drive and a willingness to teach.
Armin brought confidence to our digital marketing through his strong understanding of strategy and web analytics. His practical approach made the campaigns well structured and effective.
Excellent, efficient help with getting your product or message out there. Armin is also very kind and pleasant to work with.
Armin’s dedication and deep knowledge of search platforms have been crucial to our results. His drive to explore and understand Search has led to innovative solutions and accounts performing at the highest level.
Armin is highly skilled, detail-oriented and always willing to challenge ideas and hypotheses. His technical knowledge is a great asset in complex projects with both qualitative and quantitative elements.
I have worked with Armin on several projects, and he is always very easy to work with. He improves digital presence, account structure and bidding without reducing sales.
Quick to respond, with good, inventive ideas. Armin always delivers quality work.
Extremely knowledgeable, strategic and pleasant. He can help your business grow in more ways than digital alone, which he knows exceptionally well.
Armin is pragmatic and very responsible. He understands what you want and delivers it.
You work directly with me
I review the account, propose priorities, make the changes and follow up on results. You deal directly with me throughout, without project managers or several layers of contacts in between.
You can read more about my background at Precis Digital, PriceRunner and Klarna on the About me page.
Read more about meBefore we work together
Frequently asked questions about Google Ads consultants
Answers about the working arrangement, budget, measurement and what happens when I take over an existing account. You can also read about my work with businesses in Stockholm and Gothenburg.
View pricing and optionsWhat does a Google Ads consultant do?
A Google Ads consultant helps businesses plan, analyse and develop their Google Ads advertising. My work includes Search, Shopping, Performance Max, Demand Gen, bidding, search terms, budget and conversion measurement. The aim is to understand which campaigns contribute to sales or qualified leads.
What does a Google Ads consultant cost?
My ongoing Google Ads management starts at SEK 15,000 per month. A standalone Google Ads Audit starts at SEK 10,000, and larger engagements with broader responsibility start at SEK 30,000 per month. Prices exclude VAT and ad spend. Read more about what is included on the page covering pricing and options.
Can you take over an existing Google Ads account?
Yes. I often join accounts previously managed by someone else. I start by understanding the structure and history before making major changes. What works does not need rebuilding just because I take over.
Does our conversion tracking need to work before we start?
No. Checking measurement is often one of my first tasks. If Google optimises for the wrong conversions or lacks important data, that needs to be prioritised before we make major decisions based on results.
What Google Ads budget do we need?
For ongoing Google Ads management, I usually recommend an ad budget of at least SEK 30,000 per month, or clear potential to scale to that level. With smaller budgets, an audit or a more focused project may be a better first step. Read more about a standalone Google Ads Audit.
Should we choose a Google Ads consultant or an agency?
It depends on what you need. A larger agency can be a good fit if you need several specialisms and many people involved. My approach suits businesses where Google Ads is an important channel and you want a senior consultant who sets the direction and does the work in the account.
Do you work with Performance Max and Shopping?
Yes. I work with Search, Shopping, Performance Max, Demand Gen and YouTube, among other areas. I also help with Merchant Center, product feeds and measurement around the advertising where needed.
Do you use Google’s automated bidding strategies?
Yes. Target CPA, Target ROAS and other automated bidding strategies can be effective when Google receives the right data and goals. A bidding strategy should not be used simply because Google recommends it. The account needs the right foundations first.
How quickly can a Google Ads account improve?
It is impossible to give a serious answer without seeing the account. Some have clear errors that can be fixed quickly. Others already have sound foundations, so the work is more about testing, collecting data and improving performance gradually.
Is there a minimum contract term?
No. Ongoing engagements have a notice period of one calendar month. This allows time to finish properly and make a good handover without requiring a longer minimum contract term.
Do you only work with businesses in Linköping?
No. I am based in Rimforsa, outside Linköping, but work remotely with businesses across Sweden and on international advertising. Read more about my work as a Google Ads consultant in Linköping.
Next step
Would you like help with Google Ads?
Tell me briefly how you advertise today, your approximate budget and what you want to improve. I will explain how I think I can help and let you know if my approach is not a good fit.
Prefer a phone call?+46 70 486 82 63