★★★★★Microsoft Ads
"PPC Gems set up and managed our Bing campaigns. Results were consistently strong - especially the B2B campaigns where Bing's professional audience is a natural fit."
PPC for HR & Payroll Software
HR Software PPC That Books Demos.
We manage Google Search, Microsoft Advertising and LinkedIn for HR, payroll, benefits, scheduling and workforce management platforms, reaching HR and finance leaders who are ready to switch.
Google PartnerMonth-to-MonthNo Setup Fees
20 minutes with a PPC specialist · Free · No obligation3 quick questions · Free 30-day plan · No obligation
Certified & Partnered
- Google Partner
- Meta Business Partner
- Microsoft Advertising Partner
- Amazon Ads Verified
- Shopify Partner
- Google Analytics Certified
Our Approach
Switching Payroll Is a Big Decision.
Changing HR or payroll software is risky for a business. Buyers worry about migration, compliance, integrations and disruption to employees getting paid. They research carefully, compare several vendors and usually involve HR, finance and leadership before they commit.
We build campaigns by product and buyer, such as payroll, HRIS, benefits administration, time and attendance, scheduling and recruiting, segmented by company size where your pricing differs. Competitor and alternative campaigns target businesses unhappy with their current provider, with comparison pages that address switching concerns honestly. LinkedIn reaches HR directors and finance leads at the right company sizes.
CRM outcomes are imported so bidding learns which demo requests become qualified opportunities, and our reporting shows pipeline, not just form fills.
20 minutes with a PPC specialist · Free · No obligation3 quick questions · Free 30-day plan · No obligation
Product and company-size campaignsPayroll, HRIS and scheduling targeted by fit.
Switching concerns addressedMigration and support explained on comparison pages.
Pipeline-based biddingQualified opportunities fed back into the platforms.
PPC Channels
Where HR Leaders Compare Software.
The mix we usually run for HR and payroll software.
LinkedIn Ads
HR directors and finance leaders by company size.
Results From Our Case Studies
What PPC Delivered for B2B Software.
These figures come from our published case studies of a B2B SaaS platform on Google Ads and a B2B software company on Microsoft Advertising.
2.1×
More trial sign-ups
B2B SaaS platform, Google Ads
140
Demo requests a month
B2B software company, Microsoft Ads
$62
Cost per demo request
B2B software company, Microsoft Ads
Why PPC Gems
Why HR Tech Teams Work With Us.
i.
We understand the buying group
Campaigns for HR, finance and leadership.
ii.
Competitor strategy done right
Honest comparison pages that address switching.
iii.
Pipeline focus
Opportunities, not form fills, guide spend.
iv.
Clear reporting
Demos, pipeline and CAC each month.
v.
No contract to switch
Month-to-month with no setup fee, so we earn the next month with demos.
vi.
21+ years of PPC
Long experience with B2B software.
HR & Payroll Software FAQ
HR Software PPC Questions.
Anything else, ask us directly. We reply within one business day.
Can you target by company size?
On LinkedIn, directly. On Search, through keywords, messaging and pricing pages that attract the right size of business.
Should we run competitor campaigns?
Often, yes, with care. Businesses searching for alternatives to their current provider can be strong prospects.
How do you handle seasonal demand?
Payroll switches often cluster around year-end and new fiscal years. We plan budgets around those windows.
Can you promote integrations with accounting and HR systems?
Yes. Integration-led campaigns reach buyers searching by the systems they already use, with pages that explain how the connection works.
Client Feedback
Rated 4.75★ Across 71 Reviews.
★★★★★Search Campaigns
"Excellent communication and results. They handled the Google to Bing migration perfectly and had campaigns optimised faster than we expected. Highly reliable team."
★★★★★Multi-Platform PPC
"We'd been ignoring Bing entirely. PPC Gems convinced us to test it - the CPC was significantly lower and conversion rates were comparable to Google. We've since scaled it considerably."
Related Sectors
Related B2B Sectors.
SaaS Platforms
Trial and demo campaigns for SaaS.
View serviceAccounting & Finance Software
Trial campaigns for finance software.
View serviceRecruitment & Staffing
Client and candidate campaigns for recruiters.
View serviceTech hubs where we run SaaS campaigns include San Francisco, Atlanta, Salt Lake City, London and Toronto.
Ready for More Qualified Demos? Let's Talk.
Pipeline-focused campaigns for HR and payroll software. Month-to-month.
Let's Grow Your Demo Pipeline.
Pick a time for a free 20-minute strategy call on Google Meet. A specialist looks at your ads or your plans with you, and you leave with your three priority fixes.Answer three quick questions to get a 30-day plan for your business, then pick a time to go through it with a specialist on a free 20-minute call.
- HR and payroll software campaign experience
- Company-size and buyer targeting
- CRM pipeline tracking
- No setup fees and no lock-in contract
- Replies within one business day
Pick a time for your free strategy callBuild your free 30-day plan
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Question 1 of 3
What should paid advertising do for your business?
Question 2 of 3
Roughly what do you spend on PPC each month?
Question 3 of 3
What's getting in the way right now?
Now pick a time to go through it with a specialist
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