Industries · SaaS
Sign-ups are nice. Paying customers are better. We help software companies grow trials, demos and revenue from search, paid media and AI answers, and we track it all the way to paid.
Software buyers research, compare and trial before they commit. Your marketing has to earn trust at every step, not just win the first click.
A trial or demo is only the start. What matters is how many become paying customers, and how long they stay.
Most buyers read reviews, compare features and check pricing before they talk to anyone. You need to show up during that research.
Broad category searches are often owned by large overseas brands. The wins come from specific, high-intent searches they ignore.
A customer who takes too long to pay back what they cost to win can strain cash flow. We watch payback, not just volume.
Tap the problems you recognise. Your starting plan builds as you go, with the services that fit.
The best SaaS programs pair high-intent search with pages that convert, then measure it all against paying customers. Pick a channel to see how we run it.
We focus on the searches people make when they are close to choosing a tool, like comparisons, alternatives and use cases. That traffic converts far better than broad top-of-funnel content.
See our SEO servicePaid search puts you in front of buyers the moment they are looking. We manage it around the cost of a paying customer, not the cost of a click.
See our Google Ads serviceBuyers now ask AI tools for software recommendations. We help your product show up, and be described accurately when it does.
See our AI search serviceYour pages need to explain the problem you solve, prove it works and make the next step easy. We build and test them around each audience.
See our Web design serviceMeta ads work well for bringing back people who visited your site but have not signed up yet.
See our Meta ads serviceThe playbook
How software companies turn search and paid media into paying customers. A practical checklist for your own marketing.
Not every trial is equal. Agree with your sales and product teams what a good sign-up looks like, such as company size, role, or a key action taken in the first week. Then track that, not just raw sign-ups.
When your ad platforms can see which sign-ups became qualified or paid, they get much better at finding more of them. That is why we connect your CRM or product data back to Google Ads wherever we can.
It is tempting to start with broad thought leadership content. But the fastest wins usually come from searches made by people who are already choosing a tool:
These pages attract fewer visitors, but far more of them sign up.
Buyers want a rough idea of cost before they talk to anyone. If your pricing is hidden or confusing, many will simply pick a competitor who is clearer. Even if you sell custom plans, a clear starting point or worked example helps.
Clear pricing also helps AI tools describe your product accurately when buyers ask them to compare options.
A low cost per sign-up means little if those customers leave quickly. Track how long a new customer takes to pay back what it cost to win them. A common rule of thumb is that a customer’s lifetime value should be several times what it cost to acquire them, but your own numbers matter more than any benchmark.
If payback is too long, the fix is often sharper targeting or a better onboarding experience, not a bigger budget.
Case studies, reviews on trusted software review sites and clear security information all reduce the risk a buyer feels. Every piece of proof makes your ads, pages and sales conversations work harder, and gives AI tools more trusted sources to cite.
A clear first 90 days, then steady improvement. No lock-in contract, so we keep earning your business every month.
We connect your analytics, ads and CRM, and agree the numbers that matter, such as cost per demo and cost per paying customer.
We cut wasted ad spend, fix key landing pages and target high-intent searches you are missing.
We launch comparison and use-case content, new campaigns and AI search work.
We double down on channels that bring paying customers and report it all in AgencyAnalytics.
Vanity metrics hide problems. We report on the numbers your board and your bank balance care about.
What each qualified demo or trial costs.
How many trials become paying customers.
What it costs to win a paying customer across all channels.
The value of opportunities marketing creates.
How long a customer takes to pay back what it cost to win them.
Trials and demos from search you do not pay for per click.
Straight answers to what people ask us most.
Yes, as long as there is a product people can buy or trial. Early on, we focus on the few channels most likely to work, rather than doing everything at once.
Yes. We can feed CRM stages back into Google Ads and analytics, so you see which campaigns create paying customers, not just leads.
Usually a few months for early results, and six to twelve months for strong, steady growth. High-intent pages like comparisons often move faster.
Yes. We plan and write SEO content, landing pages and ad copy in plain English, with your team reviewing anything technical.
Yes, if you are targeting Australian customers. We are based in Perth and know the local market.
No. Our marketing services run month to month. If we are not delivering, you can leave.
Every industry is different, but many share the same challenges. See how we approach these too, or view all industries.
About the author
Director and Lead Consultant, Anahaw Media
John Conigliaro is the Director and Lead Consultant at Anahaw Media, a Perth digital marketing agency focused on performance. A Filipino-Australian digital marketer now based in Perth, WA, with more than 15 years’ experience across Singapore and Australia, he has led agencies in Australia on technical execution and growth strategy, founded a globally recognised eCommerce brand, and managed almost 300 campaigns, from small businesses to multinational brands, including Canon, Uniqlo, Benefit Cosmetics, Asiana Airlines, Changi Recommends, APM and Golfbox. He completed an MBA and a dissertation on Digital Transformation, holds a specialisation in Computer Applications from De La Salle-College of Saint Benilde (DLSU-CSB), and is also a consumer tech critic and publisher. His mission is to use his talent and passion for digital marketing to change businesses for the better, in how they win customers and how they build their brand.
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