The first 30 days
We separate agency, learning and buyer searches, focus on category, comparison and integration terms and connect leads to opportunities.
Google Ads for martech companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs Google Ads for martech companies. Martech search is crowded with agencies, freelancers and students.
We focus on category, comparison and integration searches, exclude agency and learning traffic, and bid on qualified pipeline. Programs are measured on qualified leads, opportunities and pipeline value from the CRM.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in marketing technology and analytics
Martech search is crowded with agencies, freelancers and students. We focus on category, comparison and integration searches, exclude agency and learning traffic, and bid on qualified pipeline.
Avoid this
The most common mistake
Paying for agency, freelancer and student searches on marketing terms, which look like buyers in click reports.
Plays
What we run for marketing technology and analytics teams
Comparison and integration terms
Buyers evaluating platforms.
Agency and learning exclusions
Non-buyer traffic removed.
Pipeline-based bidding
Opportunity values from the CRM.
The first month
How we start
Leading indicator to watch
Share of spend on buyer searches, and qualified opportunities.
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.
Who we reach
The buying committee
- CMO and marketing leaders
- Marketing operations and analytics
- Revenue operations
- Procurement and finance
Buyers know the playbook
Marketers spot generic outreach and weak claims right away.
Crowded, fast-changing category
Tool overlap and constant launches make differentiation hard.
Proof must be credible
Buyers want evidence, integrations and references before they trust a tool.
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
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 →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 →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: Marketing technology and analyticsBuyers, 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 New YorkB2B Google Ads agency in New York: high-intent search, CRM-connected conversions and value-based bidding, measured on qualified pipeline, not form fills.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 TorontoB2B Google Ads for Toronto SaaS, fintech and enterprise teams: intent-separated campaigns, CRM-connected conversions and bidding on pipeline, not form fills.Same industryABM for marketing technology and analyticsABM for martech companies: insight-led content, marketing ops and RevOps plays, peer references, plus the mistake to avoid and what the first 30 days look like.Same industryLinkedIn Ads for marketing technology and analyticsLinkedIn Ads for martech companies: narrow role targeting, original insight creative, exclusion discipline, measured on engaged accounts, meetings and pipeline.Same industryGEO for marketing technology and analyticsGEO for martech companies: recommendation prompts and integration facts, measured on share of AI answers, citations and AI-referred pipeline.
Other industries industrial technology and manufacturing · data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning
FAQ
Google Ads for marketing technology and analytics
What does Google Ads for martech companies involve?
Martech search is crowded with agencies, freelancers and students. We focus on category, comparison and integration searches, exclude agency and learning traffic, and bid on qualified pipeline. The core plays are comparison and integration terms, agency and learning exclusions, pipeline-based bidding.
Who do you reach with Google Ads in martech?
The roles that shape the decision: CMO and marketing leaders, marketing operations and analytics, revenue operations, procurement and finance.
What is the most common Google Ads mistake in martech?
Paying for agency, freelancer and student searches on marketing terms, which look like buyers in click reports.
How is Google Ads for martech measured?
On qualified leads, opportunities and pipeline value from the CRM, reported from your CRM. The leading indicator we watch first: share of spend on buyer searches, and qualified opportunities.
How much does Google Ads for martech 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.