Your Google Ads get clicks. Do they get pipeline?
I audit and run Google Ads for B2B SaaS companies in the Netherlands. You'll see which searches turn into demos and closed deals, and which ones quietly eat your budget.
Freelance specialist. No agency layers, no long contracts.
| Search term | Spend | Leads | SQLs |
|---|---|---|---|
| gratis crm software | €1.240 | 31 | 0 |
| crm voor installatiebedrijven | €380 | 9 | 6 |
| crm cursus | €610 | 12 | 0 |
| what is a crm | €455 | 7 | 0 |
| hubspot alternatief mkb | €520 | 8 | 4 |
Note: Google counts all 67 leads as wins. Your sales team only wanted 10 of them.
Why Google Ads often underperform for SaaS
Google optimises for whatever you tell it is a conversion. For most SaaS accounts that's a form fill or a trial signup, not a qualified opportunity. So the algorithm gets very good at finding people who fill in forms.
An audit shows where that gap sits in your account, and what it costs you each month.
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Bidding on the wrong signal
Smart bidding chases trial signups and ebook downloads, while demos and deals in HubSpot or Salesforce never make it back to Google.
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Broad match without guardrails
Searches for "free", "course", "jobs" and "what is" soak up budget. They're cheap clicks with no buyers behind them.
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Dutch and English mixed together
Dutch buyers search in both languages. Campaigns that ignore this either miss demand or show English ads to Dutch searches.
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Competitor and brand traffic hiding the truth
Brand searches make the blended numbers look healthy, while non-brand campaigns lose money month after month.
The Google Ads audit for B2B SaaS
A full review of your account, tracking and landing pages, measured against one question: which spend creates pipeline?
- Conversion tracking and GA4 setup
- CRM to Google Ads data flow (offline conversions)
- Search terms and wasted spend over 90 days
- Account and campaign structure
- Bidding strategy and conversion goals
- Keyword match types and negative lists
- Ad copy in Dutch and English
- Brand, competitor and non-brand split
- Landing pages and demo-request flow
- Budget allocation across campaigns
- Performance Max and Display spend
- Consent Mode v2 and GDPR compliance
How the audit works
Four steps, about two weeks from first call to action plan.
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Intro call
We talk about your product, sales cycle, target accounts and what "a good lead" means to your sales team.
30 minutes, free -
Read-only access
You give me read-only access to Google Ads and GA4. I never change anything during the audit.
5 minutes for you -
Audit and report
I go through the account, tracking and landing pages, and write up every finding with the fix next to it.
Within 7 working days -
Walkthrough
We go through the report together. You decide whether your team makes the changes or I do.
60-minute call
After the audit
Most clients start with an audit. Some keep working with me afterwards.
Campaign management
I run your Google Ads month to month: search term reviews, bidding, ad testing and budget shifts, reported in pipeline rather than clicks.
Good fit if you spend €3.000 or more per month and nobody in-house owns Google Ads.
Offline conversion tracking
I connect HubSpot, Salesforce or Pipedrive to Google Ads, so bidding learns from demos, SQLs and closed deals instead of form fills.
Good fit if your sales cycle is longer than a few weeks.
Account rebuild
A new structure from scratch: campaigns split by intent and language, clean negatives, and landing pages matched to each search.
Good fit if the audit shows the current setup can't be repaired.
Hi, I'm behind KleppeMedia
I'm a freelance Google Ads specialist who works only with B2B SaaS. That focus means I already know the problems in your account before I log in: long sales cycles, small search volumes, expensive clicks and leads that sales won't touch.
You work with me directly. No account managers, no junior handover after the sales call.
- Based in the Netherlands, working in Dutch and English
- Only B2B SaaS clients
- Reporting on pipeline and revenue, not clicks
- Monthly contracts, cancel with 30 days' notice
- You own your Google Ads account and all data
Questions
What do you need from us to start the audit?
Read-only access to your Google Ads account and GA4 property, plus a short look at how leads move through your CRM. If you have numbers on demos and deals by source, even a rough export helps.
Is my account too small for an audit?
If you spend less than about €1.500 a month on Google Ads, an intro call is usually enough to point out the main issues. I'll tell you honestly on that call whether a full audit is worth it.
Do you only work with Dutch companies?
Most clients are Dutch SaaS companies, often advertising across the Benelux, DACH or the UK as well. I can audit campaigns in any of those markets.
Will you make changes in our account during the audit?
No. The audit is done with read-only access. You decide afterwards what gets changed and who does it.
Our agency already manages our Google Ads. Can you still audit it?
Yes. An independent audit is often the quickest way to find out whether your agency is getting results. The report is written so you can share it with them.
Which CRMs can you connect to Google Ads?
HubSpot, Salesforce and Pipedrive most often. Other CRMs work too, using Zapier, Make or a direct API upload.
Book a Google Ads audit
Tell me a little about your company and I'll reply within one working day to plan a free 30-minute intro call.
Prefer email? Write to hello@kleppemedia.nl