River SaaS Capital, a financing partner for SaaS companies, struggled with underperforming ads and weak lead engagement. By refining their ad strategy, creating targeted campaigns, lead magnets, and optimized landing pages, we grew their qualified lead generation by 350% while improving conversion rates.
River SaaS Capital offers non-dilutive venture debt and growth financing for SaaS companies, providing 36–48 month revenue-based loans and long-term support that enable founders to scale without sacrificing equity. As demand grows for founder-friendly funding in a competitive SaaS market, River SaaS Capital positions itself as a partner for sustainable growth. However, they struggled with limited digital presence and ineffective Google Ads that wasted spend and missed their target audience. To address this, they partnered with Redefine Web to optimize their ad strategy, attract qualified leads, and strengthen their visibility in the competitive SaaS financing space.
River SaaS Capital faced significant challenges with its digital marketing campaigns, especially in generating ROI from Google Ads. Their targeting was too broad, drawing unqualified traffic, while ad messaging failed to connect with SaaS decision-makers seeking non-dilutive financing.
The lack of tailored landing pages limited conversions, as forms were hard to find or poorly optimized. Without automated nurturing workflows, many warm leads were lost due to weak follow-up.
Meanwhile, competition in SaaS financing was growing. Generic campaigns and ineffective keyword strategies put them at a disadvantage. They needed sharper targeting, better ad spend efficiency, and a smoother journey to convert prospects into qualified leads.
Redefine Web overhauled River SaaS Capital’s ad strategy with a hyper-focused approach to keyword targeting, messaging, and conversion optimization. We developed new ad campaigns tailored to SaaS audiences across Google and LinkedIn while designing lead magnets and landing pages built for maximum engagement. Automated follow-up sequences nurtured leads seamlessly, ensuring no opportunity was lost.
Key steps included:
By executing a fully optimized Google Ads strategy, River SaaS Capital achieved stronger visibility in the SaaS financing niche, attracted more qualified leads, and boosted engagement with tailored messaging. Optimized conversion funnels ensured that ad spend was maximized for ROI, leading to significant improvements in lead generation effectiveness.
Myles Scolnick
Peter Dolenc
Francis Strutt
