The client needed predictable growth from google ads for saas without drowning sales in junk leads.

Primary goals:

• Increase demo requests from the right ICP (teams, legal/compliance, title/escrow, lenders, real estate transaction workflows)

• Reduce wasted spend from consumer “need a notary” intent

• Build a scalable, repeatable system for google ads saas that produces sales-ready opportunities

This wasn’t just “run ads.” This was digital marketing for b2b saas focused on lead quality and revenue probability.

PandaDoc Notary isn’t selling “a notary.” It’s selling a remote online notarization software platform businesses can run at scale.

And that’s exactly where most campaigns go wrong.

The first week inside the account, we saw the classic problem: the biggest search volume was coming from people who needed a notary right now (“notary near me”, “notary public”, “mobile notary”). Great clicks. Terrible fit for a SaaS product.

So we rebuilt the acquisition system the way a real b2b saas digital marketing agency should: capture software buyers, filter service seekers, and optimize toward pipeline — not form fills.

Account Restructuring and Data Utilization

We rebuilt the account around two separate realities:

1. Service intent (people trying to notarize a document today)

2. Software intent (businesses searching for a platform, workflow, or RON solution)

New structure:

• RON Software Core: remote online notarization software, RON platform, online notarization software, eNotary software

• Business Use Cases (BOFU): title & escrow, lenders, legal teams, HR onboarding, compliance-heavy workflows

• Comparison Intent: “best”, “reviews”, “pricing”, “alternatives”, “vs” terms

• Integrations / Workflow: API, CRM, document automation + notarization stack terms

• Brand Defense: protect branded demand and control messaging on brand traffic

We used historical search term data + CRM outcomes to decide which themes deserved budget and which themes needed to be blocked or isolated.

Keyword Optimization

This niche punishes lazy keyword builds.

So we engineered keywords to capture platform buyers and avoid consumer notary shoppers.

Software intent we targeted:

• online notarization software

• remote online notarization platform

• notarization workflow software

• notary management software for business

• RON platform for [industry/use case]

Service intent we filtered aggressively:

• notary near me, notary public, mobile notary, open now

• document-specific urgent requests that signal “do it for me”

• low-intent modifiers like cheap/free that attract the wrong segment

We also built ICP negatives (industries and “micro” segments the product does not serve) to stop “technically relevant” clicks that never convert into revenue.

Ad Copy Refinement for SaaS

Most ads in this space accidentally look like a consumer notary service.

We rewrote everything to signal software immediately:

• “Online notarization software for teams”

• “RON platform with audit trails & compliance”

• “Built for title, legal, lending workflows”

• Demo-first CTAs: Book a demo, Request pricing, Talk to sales

We also created separate ad messaging by use case, so a title/escrow searcher doesn’t see generic SaaS fluff.

Tracking and Offline Quality Optimization

We cleaned conversion tracking so the account stopped optimizing for noise.

• Primary conversions: booked demo, sales contact, qualified lead actions

• Secondary signals: pricing page view, integration page engagement, product tour steps

• Imported CRM stages (MQL → SQL / Sales Accepted) to optimize bidding toward quality, not just submissions

That’s how google ads for saas stops being “lead gen” and starts being pipeline gen.

Search Term Governance (Weekly Control Loop)

This category shifts fast, so we ran a strict weekly system:

• search term reviews and immediate negatives

• isolate new themes into test ad groups (controlled budgets)

• promote winners into tighter match type groups

• cap or pause clusters that generate low-fit leads

Within 90 days, the campaigns shifted from “notary traffic” to google ads for SaaS performance that sales actually wanted.

• Demo requests increased by 71% (from 48/month to 82/month)
• Cost per demo decreased by 34% (from $410 to $269)
• Sales-accepted leads increased by 43% (SQLs from 14/month to 20/month)
• Conversion rate improved by 39%
• Wasted spend dropped due to service-intent filtering and ICP negatives

The biggest win wasn’t the dashboard. It was what changed in sales calls: fewer “I just need a notary today” conversations, more “we need a platform for our workflow” conversations.

That’s digital marketing for b2b saas done right.

If you’re running google ads SaaS and your leads look fine in Google Ads but fall apart in the CRM, we’ll show you exactly where the waste comes from — and what to rebuild first to generate real pipeline. Contact Us Today.