The first 30 days
We separate learning, free-tool and enterprise searches, focus budget on comparison, integration and platform terms, and connect signups and demo requests to opportunities in the CRM.
Google Ads for data and analytics software companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs Google Ads for data and analytics software companies. Search for analytics categories mixes buyers, students and practitioners learning a tool.
We protect budget by targeting comparison, integration and enterprise searches, excluding tutorial and certification queries, and bidding on qualified opportunities rather than free signups. Programs are measured on qualified leads, opportunities and pipeline value from the CRM. Client work in this industry includes KNIME.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in data and analytics software
Search for analytics categories mixes buyers, students and practitioners learning a tool. We protect budget by targeting comparison, integration and enterprise searches, excluding tutorial and certification queries, and bidding on qualified opportunities rather than free signups.
Avoid this
The most common mistake
Paying for tutorial, certification and how-to searches from practitioners learning a tool, then counting free signups as pipeline.
Plays
What we run for data and analytics software teams
Comparison and integration terms
Searches from teams evaluating platforms.
Learning-query exclusions
Tutorials, courses and certification traffic removed.
Signup-to-opportunity value
Bidding on product-qualified and sales-qualified events.
The first month
How we start
Leading indicator to watch
Enterprise demo requests and opportunities, separated from free signups.
How the program runs
Management starts with a two-week audit of structure, search terms and conversion tracking. Weekly reviews then clean search terms and move budget by sales outcomes, and campaigns move to value-based bidding once the CRM sends enough qualified conversions back to Google. The full Google Ads service page lists every deliverable. For proof in this industry, see the KNIME case study.
Who we reach
The buying committee
- Data scientists and analysts
- Heads of data and analytics
- IT and platform owners
- Business sponsors
Users are not buyers
Practitioners adopt the product, but budget sits with data leaders and IT.
Usage signals are disconnected
Product and community data rarely reach the CRM at account level.
AI shortlists decide early
Data teams ask AI assistants for tool comparisons before visiting vendor sites.
Official Demandbase partner
Demandbase programsWe implement and run Demandbase for enterprise ABM
As an official Demandbase partner we operate the platform end to end, connect it to your CRM and report on pipeline, not impressions.
Proof
Results from comparable programs
KNIME / Data analytics softwareKNIME case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Babak VarjavandiCEOManaged Hojabr directlyI am delighted to recommend Hojabr, who I worked with when he was our Sr. Manager of Marketing. Because of him we had a remarkable increase in our web presence, thanks to his expertise in digital marketing. As the CEO, I’ve closely observed Hojabr’s positive impact on our team. He encourages creativity and innovation, making him not only a great leader but also a catalyst for our success.
Amanda MillerGlobal Revenue Marketing Executive and Growth StrategistManaged Hojabr directlyWorking with Hojabr has been nothing short of inspiring. As Director of Digital Strategy & Experience, he has revolutionized our digital presence, transforming our website into a customer-centric, high-performing platform that delivers measurable business impact. Hojabr’s no-nonsense approach, combined with his relentless drive to achieve results, sets him apart as a true leader who gets things done, fast and effectively. His ability to tackle complex challenges, like integrating SEO in-house and resolving large-scale technical issues, reflects his strategic mindset and unwavering commitment to excellence.
What truly makes Hojabr exceptional is his leadership. He has not only elevated his own team, unlocking potential and delivering performance I’ve never seen before, but has also mentored across the marketing organization, raising the bar for everyone he works with. His sharp focus on delivering value, both from internal teams and external agencies, ensures that every dollar spent drives meaningful outcomes. Hojabr’s cross-functional collaboration and experimental, data-driven approach are driving results that impact the entire company, and his work is a cornerstone of our digital and revenue success.
If you’re looking for someone who combines vision, execution, and the ability to lead others to greatness, Hojabr is the person you want on your team. I’m proud to work alongside him and excited to see the incredible impact he will continue to make.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Keep exploring
Related pages
ServiceThe full Google Ads serviceScope, deliverables, pricing and how the program runs.IndustryOverview: Data and analytics softwareBuyers, channels and compliance notes for this industry.BenchmarkGoogle Ads benchmarks for B2BSourced 2026 figures and what we would do about them.By cityGoogle Ads in San FranciscoB2B Google Ads agency in San Francisco: high-intent search, CRM-connected conversions and value-based bidding, measured on qualified pipeline, not form fills.By cityGoogle Ads in SeattleB2B Google Ads agency in Seattle: high-intent search, CRM-connected conversions and value-based bidding, measured on qualified pipeline. Fees from 10% of spend.By cityGoogle Ads in BostonB2B Google Ads agency in Boston: high-intent search, CRM-connected conversions and value-based bidding, measured on qualified pipeline. Fees from 10% of spend.Same industryABM for data and analytics softwareABM for data and analytics software companies: usage-led account selection, data leader and IT owner plays, champion enablement, measured on engaged accounts, meetings, opportunities and pipeline by account.Same industryLinkedIn Ads for data and analytics softwareLinkedIn Ads for data and analytics software companies: accounts with existing users, data leadership targeting, peer proof creative, measured on engaged accounts, meetings and pipeline.Same industryGEO for data and analytics softwareGEO for data and analytics software companies: workflow answer pages and documentation clarity, the mistake to avoid and how results are measured.
Other industries industrial technology and manufacturing · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
Google Ads for data and analytics software
What does Google Ads for data and analytics software companies involve?
Search for analytics categories mixes buyers, students and practitioners learning a tool. We protect budget by targeting comparison, integration and enterprise searches, excluding tutorial and certification queries, and bidding on qualified opportunities rather than free signups. The core plays are comparison and integration terms, learning-query exclusions, signup-to-opportunity value.
Who do you reach with Google Ads in data and analytics software?
The roles that shape the decision: data scientists and analysts, heads of data and analytics, IT and platform owners, business sponsors.
What is the most common Google Ads mistake in data and analytics software?
Paying for tutorial, certification and how-to searches from practitioners learning a tool, then counting free signups as pipeline.
How is Google Ads for data and analytics software measured?
On qualified leads, opportunities and pipeline value from the CRM, reported from your CRM. The leading indicator we watch first: enterprise demo requests and opportunities, separated from free signups.
How much does Google Ads for data and analytics software companies cost?
Paid media management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above $200K, with the monthly minimum and setup confirmed in your proposal and no media markup. Fees are in USD; Canadian clients pay the same amounts in CAD. Ad spend is paid by you directly to the platform.