There is no greater opportunity for B2B SaaS lead generation and branding than implementing a Google Ads strategy. But how can you avoid common mistakes? As a B2B lead generation agency focused on tech companies, we've compiled a comprehensive guide to Google ads for SaaS, including common issues, benefits, best practices, and more.

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Common Google Ads issues

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Marketers can get past the obstacles and win by using intent-based targeting, machine learning, landing page optimization, offline data integration, and cross-channel campaign integration.

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Vengeful competition and bid prices

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Industry buzzwords mean fierce bidding and high prices. It’s hard to compete for top positions when you have a limited marketing budget. Solutions are long-tail specialty keywords, adaptive bid strategies for conversions return on investment, and audience refinement for a better quality score. Properly structured ad groups mean the ads shown are relevant to the user’s search intent and therefore better conversion rates.

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Long purchase journeys

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B2B purchases require lead nurturing over a long period due to multiple touchpoints across channels. Techniques like lead scoring allows you to identify purchase stages, while customizable nurturing sequences through cross-channel retargeting can shorten longer sales cycles.

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Measuring real returns

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Attributing conversions to Google Ads is hard when there are multiple channels involved. Low-quality leads can dilute the value of a campaign. Attribution modeling, lead qualifying frameworks, and pipeline-based conversion goal optimization can solve this problem. Understanding the value of ad spend for Google Ads for SaaS companies and the impact on customer acquisition cost is key.

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Meaningless messages

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Many B2B SaaS companies have templated content that doesn’t convert visitors. Testing landing pages regularly to find content that matches audience intent helps solve this problem.

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The benefits of automation and machine learning

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Modern Google Ads makes it easier to get past these obstacles.

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Smarter algorithms

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Hyper personalization is possible with smart machine learning algorithms that manage bidding, budget pacing, creative testing, campaign optimization, and more. Having a Google Ads strategy for SaaS companies requires planning, data analysis, and optimization over time to be profitable and successful.

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Smart bidding plus attribution

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Smart bidding uses machine learning (ML) to automatically optimize bids for conversions. Multi-touch attribution gives visibility into the actual impact of those conversions across online and offline touchpoints. A Google Analytics dashboard provides the insights into audience behavior and campaign performance you need to build a successful ad campaign.

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Dynamic search ads with ad rotation

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Ad copy combinations for responsive search ads are dynamically adjusted and customized based on search intent thanks to machine learning. Algorithms use multi-variant testing in the meantime to automatically serve the top-performing creative.

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Top tips to get higher ROI from Google Ads for SaaS

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Conduct comprehensive keyword research

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Keyword research is a fundamental part of any Google Ads strategy, especially for SaaS companies. Start by using Google Keyword Planner to find high-intent, relevant keywords that match your SaaS product. Focus on both broad and long-tail keywords your target audience will search for. For example, a project management SaaS might target keywords like "best project management software" and "project management tools for small businesses."

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Include these keywords in your ad copy and landing pages so when potential customers click on your ad they have a smooth user experience. This will boost your Quality Score which will lower your cost per click (CPC) and improve your ad position on the Google Search Network.

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Remember to refine your keyword strategy based on the performance data from Google Analytics. Track search volume, competition, and conversion rates for each keyword. SaaS companies should focus on keywords that attract high-intent traffic—those users who are actively searching for solutions like your product.

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Optimize your ad copy and landing pages

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Now you have your target keywords, it’s time to write ad copy that speaks to your audience. Highlight the USPs of your SaaS product and include a clear CTA that encourages the user to take the next step, whether it’s signing up for a free trial or booking a demo. For example, an ad for a SaaS CRM might say, “Simplify your sales process - Try our CRM free for 30 days.”

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Your ad copy should match the landing page the user will be sent to after they click. A dedicated landing page that matches the ad and keyword can increase conversions. This is because a relevant landing page tells the visitor they are in the right place and reduces bounce rates.

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Using smart naming conventions for your ad groups and landing pages will also help you to organize your Google Ads account and make it easier to track and adjust. A/B tests different ad copy and landing pages to see which ones get the highest conversions and best return on ad spend (ROAS).

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Use automated bidding and machine learning

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Google Ads has powerful automated bidding strategies that can optimize your ad spend in real time based on your campaign goals. SaaS companies using automated bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) will ensure your bids are optimized for the best possible return.

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Automated bidding strategies use machine learning to analyze a wide range of signals, such as device, location, time of day, and even the user’s past behavior to determine the best bid for each auction. This means your Google Ads campaigns can respond to changing market conditions and user behavior without you having to manually adjust.

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For instance, if your SaaS business targets multiple regions, automated bidding can adjust bids in real-time based on the performance data for each region so your ad spend is spent where it’s most likely to convert. This type of optimization is particularly useful for SaaS companies with varying customer acquisition costs across different markets.

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Use custom intent audiences to target high-intent users

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Custom intent audiences allow SaaS companies to target users based on their recent online behavior, so you can reach potential customers who are actively searching for products like yours. This Google Ads feature lets you create audiences based on the keywords and URLs your target users have interacted with.

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For example, if you’re running Google Ads for a SaaS product that offers cybersecurity solutions, you can create a custom intent audience based on users who have recently searched for terms like “best cybersecurity software” or visited websites related to cybersecurity tools. This level of targeting means your ads will be shown to users who are more likely to convert because they are already searching for products like yours.

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Remarketing campaigns are particularly effective when combined with custom intent audiences. By targeting users who have already interacted with your website but haven’t converted yet you can use Google Display Network ads to remind them of your SaaS product and increase the chance of conversion.

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Reach more with video ads and the Google Display Network

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While search ads are important for capturing high-intent traffic, video ads and the Google Display Network (GDN) allow SaaS companies to expand their reach and build brand awareness. Video ads, especially on YouTube, are a great way to show the value of your SaaS product through content.

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For example, a SaaS company offering an app promotion tool could use video ads to show the tool’s interface, features, and benefits—a visual demonstration that’s more engaging than text alone. Video campaigns can also include testimonials or case studies from existing customers, which can be persuasive to potential customers considering your product.

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Your ads will be visible to a wider audience thanks to the Google Display Network's ability to reach users as they use apps, browse the web, or watch videos. Display ads are great for remarketing campaigns where you can target users who have visited your site or used your app but haven’t converted. This keeps your SaaS product top of mind and encourages users to come back and convert or sign up for a trial.

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Monitor and optimize with Google Analytics

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To get the best ROI from your Google Ads campaigns, you need to monitor performance closely with Google Analytics. Set up conversion tracking to see how well your ads are performing in terms of leads, sales, or other desired actions. Analyze metrics like click-through rates (CTR), conversion rates, and customer acquisition costs (CAC) to see what’s working and where you need to improve.

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Google Analytics also lets you track user behavior on your site post click so you can see how visitors are interacting with your landing pages. Use this data to identify bottlenecks in your conversion funnel and optimize accordingly. For example, if you see high bounce rates on a particular landing page you may need to revise the content or improve the page load speed to retain the visitor.

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Our CEO recommends: 5 ways to lower your Cost Per Click (CPC) on Google Ads

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Our CEO, Alex Hollander, has some extra advice for B2B SaaS founders and marketers looking for the best Google Ads strategies without breaking the bank. Here are his 5 proven ways to lower CPC on Google Ads.

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#1 Quality score optimization

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Start by auditing your ad relevance and landing page experience. Use Google Ads’ Quality Score diagnostics and SEMrush to identify areas for improvement. Then implement dynamic keyword insertion (DKI) in your ads and tailor landing pages to specific keyword themes.

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Rotate ad creatives based on performance data from Google Ads. Use responsive search ads (RSAs) to test different headlines and descriptions and optimize for the best-performing combinations.

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#2 Ad copy refinement

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Analyze past ad performance to see what keywords and phrases are working and use A/B testing to test different messaging strategies, like pain point vs aspirational language. Create multiple ad variations and use clear and compelling language that highlights unique selling points (USPs).

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Have a weekly review to monitor performance metrics like CTR and conversion rates. Prioritize iterative improvements based on data and phase out underperforming ad variations.

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#3 Advanced bidding

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Start by implementing automated bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend). These strategies use machine learning to optimize bids in real-time based on your business goals.

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Use data to identify top-performing segments like high-converting devices or locations and apply bid adjustments to take advantage of this. For example, increase bids during peak conversion hours or for users in high-value geographic areas.

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#4 Ad extensions

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Use site link extensions to send users to specific landing pages or callout extensions to highlight promotions during special offers. Update ad extensions regularly to keep them fresh and test different combinations to see what works best.

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Monitor the performance of each extension type in Google Ads reports and see which one is contributing most to your CTR and conversion rates. Adjust the visibility of high-performing extensions by refining the messaging or adding more information and pausing or modifying underperforming extensions.

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#5 Negative keywords and keyword matching types

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Run search term reports to see what irrelevant queries are triggering your ads and build themed lists of negative keywords (e.g. job seekers, competitors). Apply these lists across campaigns and update them regularly to adapt to changes in search behavior.

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Test broad, phrase, and exact match keywords and gradually move towards more specific match types to reduce irrelevant impressions while maintaining reach.

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Create a successful Google Ads strategy now

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B2B marketers can save a lot of hassle around costs and long sales cycles by implementing best practices in targeting, automation, and testing as Google Ads continues to evolve. As CPCs rise, there is an increasing need for specialist expertise to develop solutions that are specific to your business. With experience working with many high-end SaaS companies, Effiqs is qualified to help top brands get the most out of revenue enablement. Schedule a free strategy call with our ABM agency CEO, Alex Hollander. Or visit our homepage for more information regarding B2B SaaS & Tech Growth Operations!