Grouts Online

We're helping founders and marketers at Seed & Series B B2B SaaS companies to hit their growth targets by generating more demo requests that convert to pipeline using our Paid Ads frameworks and experimentation.

Services:
- Paid media strategy & campaign media planning
- Google Ads campaign management & reporting
- Landing page conversion rate optimization & Ad creative testing
- Data and website analytics & tracking management

Founder

Performance Marketing Consultant

Driving Demand

Driving Demand is an invite-only community for European B2B marketers obsessed with revenue.

Member & Podcast Guest

Easygenerator

Paid Social Specialist

I grow a pipeline leveraging Paid media and Organic Social for content distribution.

I built a Demand Generation strategy and systems to deliver our message to ICP. I manage the process from hypothesis, research, ideation, and production to content distribution. The process covers stakeholder engagement and alignment.

Data Analysis helps me to make informed decisions for our further activities and evaluate our actions. I regularly report to senior stakeholders the results and the status of marketing projects.

Performance Marketer

Freelance

- Running campaigns and consulting for an agency with SME clients
- Managing campaigns for clients from the SME segment. Direct communication with owners or CEO
- Creating automatic reports in Data Studio
- Meetings with clients, reporting the results of campaigns and proposing next steps
- Supporting digital agency as an external consultant on different projects - paid media, website analytics

Digital Marketing Specialist

MarketUP s.r.o.

I worked as a Campaign specialist with portfolio of performance clients such as Nordic Telecom, UNI HOBBY, Člověk v tísni, TayllorCox, Axa Assistance (CZ, SK, AT) and A3 Sport (CZ, SK, DE). Performance channels include Paid search, Shopping, Google display/discovery and Facebook campaigns (Objective conversions or Catalog Sales). 

Specialized in e-commerce with focus on revenue growth and driving conversions. 

I work with Google Ads Automation, using Google Scripts, SQL, BigQuery; advanced performance campaign management. I completed a training Google Automation HERO from Google in order to work with automatization in Google Ads. 

I also have experience with comprehensive digital campaigns with brand awareness targets. Usually, there were channels as Google Display, Youtube and Facebook.

Senior PPC Specialist

BIO4BODY

Running an e-commerce website with natural cosmetics and supplements. I did operational matters and create and execute marketing strategies.

Business Owner

Antee s.r.o.

Management of PPC campaigns in Google Ads, Sklik, Facebook Ads for the small business segment with a small marketing budget.

PPC Specialist

- Acquisition of new customers in the SME segment
- Identification of client requirements and design of solutions and project management
- Obtaining materials for classification analysis, copywriting, graphics
- Assignment for UX designer - description of web functions, structure design and wireframe sketching
- Communication between the customer and specialists, incorporation of requirements
- Customer care - web development and providing online marketing services

Account Manager

Customer care by handling requests received by phone or into CRM (REDMINE)
I helped edit the website in the content management system and other modifications using HTML and CSS, setting up emails to clients and editing DNS records

Technical Support - HELPDESK

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a Call below to fix and scale your ads

Helping B2B SaaS founders and marketers to increase demo requests that convert to a pipeline with Paid Search. 

We work as an extension of your marketing team and build and execute your Google Ads strategy that generates more high-intent demos with a proven framework implemented for multiple B2B SaaS companies.

Results for our clients:
- Generated $1,65 in pipeline from Paid Search campaigns in 12 months
- Scaled Google Ads from 0 to 30+ demo requests a month in 6 months
- Generated $100k in the Pipeline in 2 months with 5k/month in Paid Search
- Improved conversion rate from 0.3% to 2.25% and reduced CPA by 83%
- Scaled Paid Search from 10k to 20k/month and generated 200k in pipeline in first month

So, If you are a marketing lead or B2B SaaS founder and want to reduce CAC and scale your Google Ads, DM me, and we can chat.

Roman Krs

Cheatsheet: How to use Demand Gen campaigns for B2B SaaS.

A tactic that now outperforms Search in many accounts.

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a call to cut wasted spend & scale pipeline → best for $20K+/mo budgets

How we generated $693,000 in direct pipeline with Paid Search in 3 months.

Here’s the exact Google Ads strategy we used with a $15K/month budget.


Context:

Company: Series B B2B SaaS
Segment: Midmarket
ACV: $25K+
Goal: Demo Requests
Budget: $15-25K/month
Channel: Google Ads


Strategy:

1/ Search Campaigns

Our focus was on the main category keywords + capturing demand from the legacy category.

Campaign set-up:
- Keywords: Category keywords, competitors, legacy category/competitor terms
- Match Types: Combo of Exact Match + Phrase Match
- Bidding: Max. conversion bidding strategy
- Landing Pages: Started with product pages, then tailored to intent
- Device Targeting: Desktop only (for now)

First, we had to clean up duplicate conversion actions and pause low-intent & low-volume keywords to set good foundations.


2/ Demand Gen

Then, we covered retargeting with a Demand Gen campaign and also expanded it to cold audiences.

Campaign set-up:
- Custom audiences with competitor keywords & high-intent keywords
- In-market audience directly related to the category (kept only this one)
- Used product videos, UI visuals, and testimonials
- Sent traffic to a conversion-focused landing page
- Google Ads conversion event as primary conversion
- Starting with $50/day budget & Max. Conversion bidding

We let the campaign run for 2–3 weeks without making adjustments. Then, paused underperforming audiences and creatives.


3/ Youtube In-Feed

For top-of-the-funnel reach in the top-performing audiences, we promoted TOP webinars in the In-feed placement (Homepage, next videos, etc.)

We track CTR to video & consumption of people who start watching. 

And collect retargeting audiences to reach them with demand gen.


Reporting:
- HubSpot CRM integration & imported lead & deal data.
- UTM tracking + Traced pipeline back to specific campaigns.
- Google Data Studio Dashboard with Full-funnel tracking (Lead -> CW)


Results:
- $693,000 in direct pipeline in 3 months
- $37,000 in Google Ads spend
- $24,000 closed-won deal from Demand gen


Summary:
We focused on cleaning foundations and optimizing high-intent search and competitor campaigns to scale up & drive the pipeline.

Demand Gen helped to expand beyond search placement and capture in-market buyers on YouTube, Gmail & Discover. 

Also, the YouTube in-feed campaign helped to generate top-of-the-funnel reach and retargeting audiences.

As the conversion data was stable, we focused on tailoring landing pages for top-performing topics.


—-


If you’re a marketer in B2B SaaS, spending around $15k+/month, and need help with a Google Ads strategy

DM me, and let's chat about how I can help you grow your pipeline.


#b2bsaas #paidads #googleads

“I don’t know how to make Google Ads drive pipeline.”

I hear this from B2B SaaS teams often.

Here’s the framework I use to fix it:

Most Google Ads accounts struggle for the same reasons:

- High CPL and low demo volume
- No clear structure or keyword strategy
- Search-only setup with no top-of-funnel
- Missing tracking and offline conversions
- Budgets spread too thin with no learnings
- Landing pages not matched to the campaigns

When these issues exist, pipeline will always be unstable.


The shift happens when we start focusing on real revenue drivers: SQLs, Opportunities, Pipeline value.

Once this becomes the goal, performance gets more predictable.

You stop driving traffic and start building a pipeline.


From there, I rebuild the Google Ads engine:

- Clean campaign & keyword structure
- Proper match types, negatives, and exclusions
- Smarter bidding & budget consolidation
- Strong high-intent keyword coverage
- Demand Gen & YouTube for incremental reach
- Ad copy improvements & testing
- LP message match and conversion flow fixes
- Tracking, offline conversions, CRM alignment
- Reporting clarity from MQL → SQL → Opp → Revenue

This is the core of the 6-Week Growth Sprint.

And it works.

Recent outcomes:
- $693,000 in qualified pipeline in 3 months on $37K spend
- $1.1M in direct pipeline with Paid Search in 6 months
- More consistent cost per opportunity every quarter
- Accounts stabilizing after inconsistency periods
- Search performance recovering after restructuring + TOF activation

Proof beats promises.

I also hear the same things repeatedly:

• “We already have someone managing the account”
• “We tried Google Ads, it didn’t work”
• “Our CRM isn’t the issue”
• “Our landing pages are fine”

But once we dig into tracking, keywords, bidding set-up, and landing pages.

That’s where everything finally makes sense.


If you’re a B2B SaaS spending $15K–$50K/month on Google Ads and:

- results feel unstable
- demos fluctuate
- CAC isn’t predictable
- Search performance hit a ceiling
- you don’t know what’s actually working

…this is for you.

DM me “Sprint” and I’ll show you how to get clarity, structure, and confidence in your Google Ads in the next 6 weeks.

Demand Gen campaign just generated a $24,000 closed-won deal from $2.8K in ad spend for a B2B SaaS.


Cold audience.

Discovery placement.

Attributed directly in HubSpot.


People overlook Demand Gen because it seems too top-of-funnel.

But this is exactly why it works.


It reaches your ICP before they search.

It builds familiarity.

And it drives incremental demos from in-market buyers that search alone can’t capture.


Here is the exact setup behind this result:

- In-market audience relevant to the industry
- 1-minute animated product intro walkthrough
- Max. conversion bidding w/ min. $50/day budget
- Traffic sent to a conversion-focused landing page
- Keeping the learning phase stable.


Demand Gen is not replacing Search.

It expands your funnel and adds a new layer on top.

And supports the search results because people recognize your brand.


---


If you want a system that consistently drives pipeline, send me a DM and we can discuss how I help B2B SaaS marketers grow qualified demos from Google Ads

Here’s the simple framework I use to optimise landing pages for Google Ads.

Recently, it increased the conversion rate from 2.8% to 8% (+191%) for one B2B SaaS client.

By making the landing page longer, not shorter.

Here’s the breakdown:

1/ Match the headline to the keyword intent

- Make the headline and subheadline reflect the exact search intent

The user should instantly know they’re in the right place.

2/ Build a conversion-focused page structure

Navigation:

Use a scroll-based floating navigation with core sections:
- How it works
- Customer stories
- Pricing
+ Demo CTA that scrolls directly to the form

Now the structure itself:
- Hero section with keyword-aligned headline + primary CTA
- Social proof with logos, etc.
- Problem / Positioning section
- Capabilities/product value pillars
- Features section
- Mid-page CTA
- Testimonials + case study highlight
- Optional second mid-page CTA (depends on design length)
- High-level pricing overview
- Embedded demo form (all CTAs scroll here)
- FAQ to remove objections


This structure keeps users focused & increases consumption.


You provide answers at every section without friction.

You avoid scaring users with a form the moment they land. 

And you make key information easy to find.


The best-converting pages are simple.

Clear, relevant, and easy to act on.

I thought the biggest challenge in my business was scaling to an agency.

I was planning to hire, expand services, and grow fast.


Then life happened.


A lot of unexpected pressure at home.

Too many services to deliver.

Too much operational chaos.

And suddenly the thing I thought I wanted… felt impossible.


I was spread thin.


Clients weren’t getting my best work.

And I didn’t have the mental space to grow anything.


So this year, I made one decision that changed everything: I went solo and simplified.

I stopped chasing “more.”
I narrowed my service to Google Ads for B2B SaaS.
I rebuilt my systems.
And I focused on one thing I can do exceptionally well.

The result?

More clarity.
More peace.
Better client results.
More time with family.
Far less stress.

Sometimes growth isn’t about adding.

It’s about removing everything that dilutes your focus.

CRM conversions won’t improve Google Ads.

Often, it makes performance worse.

If you switch too early.


Teams want to set the primary goal to MQLs, SQLs, or Opps.

But if the account isn’t ready, Google suddenly loses:
- volume
- historical data
- reliable conversion signals

Google can only optimise what it consistently sees.

And CRM-stage conversions are often slow, inconsistent, lower-volume, and incomplete when the setup isn’t mature.

And if your primary conversion has years of history, changing it can cause more harm than good.


Here’s the safe(r) way to transition:
- Keep demo or signup as the primary conversion 
- Add SQL / Opp / Closed Won as secondary signals
- Ensure Offline Conversions update correctly and consistently for months
- Switch when you have 30–50 conversions per month, at stable volume on campaign
- Avoid resetting the learning phase before you have enough data, let it run for months
- Expect a performance dip during the transition and don’t panic
- If unsure, test in isolated campaigns and limit the risk

If you’re not ready, don’t switch.


Changing goals too early doesn’t improve quality.

It removes the signals Google used to get, and it needs to learn again.

Seasonality is coming for B2B SaaS Google Ads.

It happens every year in the last two weeks of December.

Search volume drops, CPCs fluctuate, and conversions become inconsistent.

And if you don’t prepare, the algorithm starts overbidding and overspending. 

Here’s how to keep your Google Ads stable through the seasonal dip.


First - don't pause the campaigns!

- Keep them active so you start January with stable signals.

Second - avoid budget changes. Reduce only if necessary and instead:

1/ Set stricter targets in your bidding strategies
2/ Add seasonality adjustments to limit bidding
3/ Keep demand-creation tactics (Demand Gen, YouTube)
4/ Run retargeting to warm up the audiences
5/ Review search terms & do account hygiene


December seasonality is guaranteed.

Your job is to keep the system stable until intent returns.

And make sure you capture it when it does.

When the work gets boring, you still have to keep going.


You signed up for that when you chose to build your own business or consultancy.


In the beginning, everything is new and exciting.

You feel momentum, and every win feels big.


Then the routine hits.

Some days feel the same.
Some weeks are just execution.
You work solo most days.

It gets boring.

And that is exactly where most people get distracted.

They start something new, change direction, or give up too early.


The truth is simple.

Boring work is what compounds.

Boring work is what builds a business.

Boring work is what keeps clients and creates results.



The boring work is usually the work that moves you forward.

You just have to stay long enough to see it.

One of the biggest lessons I’ve learned running Google Ads in 2025:

The highest-value skill is knowing when not to touch the account.


This only applies when the foundations are right.

Clean structure.
Correct tracking.
Optimized landing pages.
Clear conversion goals.

Once those are in place, constant changes do more harm than good.

Every unnecessary tweak resets learning.


The biggest wins don’t come from doing more.

They come from building a solid system, making deliberate changes, and then letting it run.


My lesson for 2025:

1/ Build strong foundations first.
2/ Make fewer, higher-quality decisions.
3/ Then get out of the way.


Not touching the account is often the hardest optimization.

But the most impactful in the long term.


PS: Don't get me wrong, basic account hygiene and isolated experiments are still needed.

This is a nightmare for a performance marketer.

(the last one is the worst)


Here are 5 examples of a messy user journey in B2B SaaS:


1/ The website has 3–5 different CTAs and contact forms. Each form has 6–10 fields.

If it is confusing to you, users will not know what to do either.


2/ Other CTAs promote content downloads and gated case studies.

The goal is demos, but people get too many options and reasons to submit other forms instead.


3/ The website has a global ribbon promoting webinars or content.

It drives attention away and hurts conversion rates.


4/ Stages in HubSpot do not get updated correctly.

The sales funnel is well defined on paper, but the CRM does not reflect it. And you can't optimize towards the right stages.


5/ Source attribution is missing or incomplete.

Leads come into the CRM without a source. Or the source does not get passed to the deal property. 

You run blind on what actually contributes to the pipeline.


Ads do not save a broken journey.

They only amplify what is already there.


Make sure you solve these bottlenecks to unlock better results.

A brand can generate $693,000 in qualified pipeline in 3 months with $37,000 in Google Ads spend.

While others struggle to convert leads, no matter the budget.


That’s when ads boost organic growth for a winning brand with market fit.


Ads are often seen as the solution to drive growth.

But when they’re not working, it’s usually not the ads themselves.


Even if you do everything right, it’s hard to make it work.

It’s more expensive. 

Everything takes longer.


But when you have strong organic momentum, ads accelerate growth.

With much better unit economics, which allows you to spend even more.

And this allows you to outspend the competition.


It’s not that ads don’t work.

They just amplify what is already there.


PS: If you are a B2B SaaS brand with strong organic momentum and want to scale ads, DM me, and we can chat.

B2B SaaS brands miss a huge opportunity to tell people what they actually do.


They create product videos that get buried. 

They put them on the homepage and that’s it.


But you can use these videos to tell your story across multiple channels.


B2B SaaS solutions are complex.

A good 2–3 minute product explainer can highlight the problem you solve, who you solve it for, and how.

It can speak for your sales team and website, and do it consistently.


Here are the best ways to distribute your product video:

1/ Landing pages / Website

- This is where it ends for most companies. 

Only people who already visit your site can see it.

2/  LinkedIn Ads / Social

- Show your product and your message to the most relevant people. 

Use it for cold audiences to build a warm retargeting pool.

3/ Google Demand Gen

- Distribute it on YouTube to broader audiences. 

Let the algorithm find users who are most likely to convert.


You can start with $10/day and get it in front of thousands of people.


Your product video already tells the story.

Paid ads make sure the right people hear it.

Google reps are very well-trained salespeople.

The way they recommend features is always interesting.

And when you push back, you often get the same line:
“I wouldn’t recommend it if I didn’t know it works. Why don’t you want me to help you succeed?”

Recommendation from Google rep:
- Turn on AI Max for this campaign so Google finds queries that are valuable to you
- Add broad match to use the full power of AI and not limit yourself
- Enable audience expansion because Google is smarter

The problem is simple.


These features work great.

When your account is clean, structured, and already converting.


But it's not always the case.

Often, the account isn't even ready for that, and it's not a fit for the segment.

And when these foundations aren’t there, they make everything worse.


Reps push what ticks their internal boxes and KPIs.

Your job is to protect your results.

Choicely

Leading marketing activities for Choicely.

Choicely is a no-code app development platform for sports, entertainment and media. We help businesses to better engage and monetize their customer bases through advanced digital tools.

Growth Marketing Manager

The Infancy (band)

Songwriter, producer and guitarist for the band.

Amateur Songwriter & Producer

Advance B2B | Growth Marketing Agency

Managing customer collaboration, along with practical work such as paid advertising and marketing automation development.

I also did a brief stint as a Growth Marketing Competence Lead (05-10/’21), that I decided to let go of.

Growth Marketing Strategist

The F Company

Managing client projects and our marketing communications. My work included paid advertising, marketing automation, digital marketing strategy, content strategy.

Neste

The role included responsibility for B2B Marketing in the Finnish market, and the rollout of Marketing Automation.

B2B Marketing Manager

Hands-on digital marketing, mostly for client projects: Paid advertising, Content marketing, Digital Marketing Strategy, Marketing automation...

Growth Marketing Expert

Home

Stay-at-home dad

Provad Oy

Became a manager in a 2-person marketing team.

🔸During this time Provad had become one of the best-known companies in its field, through our consistent and targeted sales and marketing efforts - we also multiplied our website visits per month by 6X
🔸Improving the content marketing and lead generation process I had established, developed lead nurturing flows
🔸Taking part in many developments projects: sales and marketing processes, branding, productization, recruit marketing. We did these together with sales, management and my marketing teammate Elina.

During my time at Provad we grew the company rapidly: from 2.2M€ in revenue and 12 employees (in 2014) to 3,5M€ and 29 employees (in 2017).

Provad was acquired by Visma in early 2019 and became Visma AI Works. Late 2022 the company was acquired again and became twoday AI Works.

Marketing Manager

In charge of Provad's with a strong focus on digital.

🔸Converting the first enterprise customers through inbound leads together with the sales team
🔸Kicking off a consistent content marketing process, growing Provad’s brand awareness and leads through organic social and search traffic
🔸Implementing a new website and Hubspot together with agency partners

Sales and Marketing Coordinator

M-Brain Finland

I worked in media monitoring and assisted in marketing and communications projects.

🔸Marketing content production: blogs, social media
🔸Analyzing and suggesting improvements for the website, social media and measuring efforts (Thesis: Measuring Twitter marketing)
🔸Exceeding target rate of 10 written summaries of articles per hour (media monitoring production for large organizations)

Content Specialist

Liiga on aina liigaa blog

"Can you really do sports betting without just losing all your money?" I had been fascinated by this question for a long while. So I ended up trying it out, by starting to bet on the Finnish ice hockey league SM-Liiga. I searched around the web for professional sports betting methods, analyzed the teams before the start of the season, did some serious Excel work and followed the league closely throughout the season.

To keep myself accountable, and to document and share the learnings, I wrote blogs on my journey, published all my bets before I made them, and share them on Twitter.

I wasn't after followers or readers that much, but I ended up getting 5000 visitors already during the first 3 months of the blog, and 600'ish highly relevant Twitter followers. My blog was followed and recommended by professional sports bettors, and I also had discussions of becoming a professional sports betting analyst/tipster for a major Finnish sports web media.

Oh, and I ended up making a return to player (RTP) of 101%, which means I made a 1% profit on my bets - didn't lose any money over this endeavour - mission accomplished.

Amateur Sports Bettor & Blogger

Growth Marketing at Choicely

Hello, I'm Mikko Latva-Koivisto, Growth Marketing Manager for Choicely.

We build high quality mobile apps using our No Code App Builder for customers in 40+ countries. Our core target audiences include Media, Sports and Entertainment businesses where digital teams want to engage and monetize their audiences with interactive tools and content.

---

I help tech companies & digital businesses grow with digital marketing, and using a test-measure-learn iteration process.

On a personal level, I value honesty, empathy and creating a trusting environment. Learning and winning as a team motivate me the most.

I have expertise of a wide range of digital marketing tactics. My strongest suits are growth marketing strategy, paid acquisition in social media, direct response copywriting and marketing automation. I also have a good understanding of content strategy, SEO, and sales and marketing alignment.

I'm interested in digital businesses, tech companies and consultancies that enrich their customers' lives. So far, I have worked with B2B tech companies and SaaS companies the most:

🔸Helping Provad collect and convert enterprise customers from inbound leads. We built the brand into a household name in the field and grew the business from 2.2M€ to 3.5M€ in 3 years.

🔸Helping Praecom get leads, meetings and customers, with The F Company & Praecom team

🔸Helping several B2B companies kick off their growth marketing, helped B2B tech and SaaS companies enter new markets (UK, US), improved their onboarding and self-service, and found effective digital advertising channels, messaging and targeting through an experiment-driven approach, during my time at The F Company & Advance B2B marketing agencies

🔸 Establishing systematic & data-driven B2B marketing processes at Choicely: managing our website re-do project, creating content across channels, executing paid social & collaborating on paid search with our partner, executing joint campaigns & efforts with sales

————————

You can reach me at mikkolk@gmail.com

taplio

The Battle

Roman Krs

Mikko Latva-Koivisto

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The Battle

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Mikko Latva-Koivisto

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