Professional Services case study, 2024

Grew River SaaS Capital's qualified leads 350% with Google Ads aimed at SaaS founders.

A venture debt firm for SaaS companies had poorly targeted Google Ads. We replaced them with SaaS-specific campaigns, landing pages and automated follow-up. Qualified leads grew 350% and conversion rate improved 21%. It all ran on $9.77K in spend and built a pipeline that can scale.

Google Ads Management Strategy Campaign Buildout Optimization Lead Generation

Homepage of River SaaS Capital, a Venture Debt · SaaS Financing business, shown in a browser window

RIVERSAASCAPITAL.COM

+350%

QUALIFIED LEADS

Growth in qualified SaaS leads from targeted ads and funnels.

+21%

CONVERSION RATE

Gain in conversion rate from better landing pages and sharper ad targeting.

279

CONVERSIONS

Conversions from ad campaigns on a $9.77K managed budget, building a pipeline that can scale.

Headline result · +350% qualified SaaS leads Reporting cadence · weekly · tied to CRM

CLIENT SNAPSHOT

Profile SaaS financing partner

Sector Venture debt · SaaS revenue-based loans

HQ United States

Recognition Long-term SaaS partner

Engagement Google Ads partner

Timeline 2024

Platform Web platform and Google Ads

The brief

A venture debt and growth financing partner for SaaS companies, with 36 to 48 month loans based on revenue that let founders keep their equity.

River SaaS Capital offers venture debt and growth financing to SaaS companies without taking equity. Its loans are based on revenue and run 36 to 48 months. It also gives long-term support. Founders can grow without giving up a stake in their company.

More founders want funding that works in their favor, and River set itself up as a partner for steady growth. But its online presence was thin, and its Google Ads were not working.

The problem

Broad targeting, weak conversion and no follow-up.

Targeting was too broad, so the ads drew the wrong traffic.

The ads did not speak to SaaS leaders looking for funding that keeps their equity. The landing pages said the same thing to everyone, so few visitors converted. With no automated follow-up, warm leads slipped away.

More lenders were chasing SaaS companies. Generic campaigns and a weak keyword plan put River behind.

What we did

SaaS-specific targeting, better paths to convert and automated follow-ups.

Every change aimed at SaaS founders looking for funding that keeps their equity.

We tightened the keyword targeting, the message and the path to convert. Our custom Google Ads plan was made for SaaS finance. New ad campaigns went live on Google and LinkedIn. We built lead magnets and landing pages to get people to engage. Automated follow-up sequences kept leads warm.

RESULTS, CHARTED BEFORE AND AFTER

QUALIFIED LEADS +350%

Before

After

CONVERSION RATE +21%

Before

After

279 CONVERSIONS Conversions from ad campaigns on a $9.77K managed budget, building a pipeline that can scale.

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

SaaS-specific Google Ads

Tuned for people who buy SaaS financing.

Landing pages built to convert

Built to turn more visits into leads.

Lead magnets made for SaaS

They speak to the funding problems founders face.

Automated follow-up

They keep leads engaged over the long term.

Ongoing A/B testing

We keep tuning the campaigns.

FREE · WRITTEN IN 24 HOURS · NO PITCH

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