Imagine your SaaS product is a rocket ship.
This guide is your launchpad, providing the fuel and navigation system for successful missions on Facebook, Google, and LinkedIn. Learn to target your ideal astronauts (customers), craft a compelling flight plan (ad copy), and optimize for liftoff (conversions).
Plus, discover how video and display ads can become booster rockets, propelling your business to new heights.
Let’s chart a course for success together.
Types of Saas ads
We begin with the essential question: as a business owner in the SaaS industry, which ad types are best for your product?
With the SaaS market projected to reach $328.20 billion by the end of 2024, getting your ads in front of the right people matters more than ever.
The advertising platforms and advertising channels you choose can be game-changers for your growth.
Here are The Main Types of SaaS Ads to Consider:
- Social media ads: Reach a targeted audience directly on platforms they’re already using.
- Search ads: Capture attention when users are actively looking for solutions.
- Video ads: Use visuals to connect with your audience and highlight SaaS features.
- Display ads and text-based ads: Build brand recognition across a wide range of sites.
Did you know that 70% of company software usage now comes from SaaS applications? And it’s set to grow even more in 2025:
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Pro Tip:
These ad types each have their own quirks, so figuring out the best combo for your SaaS can be a real headache. Why not bring in a digital marketing team who knows this stuff inside and out? That way, you can get back to doing what you love – building great products.
Saas Facebook ads
Facebook Ads can be a powerful tool for SaaS companies. Why? Because you can really narrow down your audience.
Think about it: you can reach people based on their job titles (like “Head of Marketing” or “Sales Manager”), their industry, and even their interests. This helps you get your ads in front of the people who are most likely to need your software.
Here’s the playbook for SaaS Facebook Ads:
1 – Nail down your objective: Are you looking to drive traffic to a free trial signup page for your CRM like Salesforce? Get people to download a product demo video for your marketing automation platform like HubSpot? Increase registrations for an upcoming webinar about your project management tool like Asana?
2 – Find your ideal customer: Use Facebook’s detailed targeting to reach the people who need your software. Think “Project Managers” in the “Tech” industry who are interested in “project management tools.” Or target “HR Managers” interested in “employee onboarding software” to promote your platform like BambooHR.(we’ll be looking at Bamboo’s success in more detail later).
3 – Write ad copy that converts: Highlight the specific problems your SaaS solves. Does your scheduling software like Calendly eliminate back-and-forth emails? Does your communication tool like Slack increase team collaboration? Make it clear how your software makes life easier for your target audience.
4 – Show, don’t just tell: Use high-quality images or videos that demonstrate your product’s key features and benefits. Think of short demos of your design software like Canva, customer testimonials for your helpdesk solution like Zendesk, or even eye-catching graphics that highlight results achieved with your e-commerce platform like Shopify.
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5 – Analyze and optimize: Keep a close eye on your ad performance. Which ads are getting the most clicks? Which ones are leading to the most conversions? Use this data to refine your campaigns and maximize your ROI.
Facebook Ads for B2B SaaS
Selling to businesses? Here’s how to refine your approach:
- Target decision-makers: Focus on reaching those who have the authority to purchase software for their company, such as CEOs, CTOs, or department heads.
- Speak their language: Use industry-specific terminology and focus on benefits that connect with businesses, such as increased productivity, cost savings, and improved ROI. For example, if you’re selling a financial management tool, highlight its ability to streamline invoicing and reduce errors.
- Offer valuable content: Promote gated content like ebooks on cybersecurity best practices (if you sell security software), white papers on remote work strategies (if you offer a remote collaboration tool), or webinars on optimizing marketing campaigns (if you have a marketing automation platform).
- Use lead generation forms: Make it easy for prospective customers to express interest by capturing their contact information directly on Facebook.
By tweaking your Facebook Ads strategy to the specific needs of B2B buyers, you can generate high-quality leads and drive sales for your SaaS product.
LinkedIn Ads for Saas
LinkedIn is the leading platform for SaaS companies targeting B2B companies looking to connect with decision-makers.
These stats certainly caught our eye:
1:
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With 65 million decision-makers and 80% of B2B leads originating from LinkedIn, this platform offers a huge opportunity to reach professionals actively searching for solutions.
Here’s how to make LinkedIn Ads work for your SaaS company:
Reach the right audience:
LinkedIn’s targeting tools allow you to focus on your ideal audiences with precision. Segment users by job titles, industries, or specific skills, such as “Cloud Solutions” or “Team Leadership.” This ensures your campaigns connect with professionals at the right stage in their sales cycle.
Engage decision-makers during the buying process:
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Unlike Facebook, LinkedIn’s Sponsored Messaging and InMail tools deliver personalized messages directly to decision-makers’ inboxes. Use this feature to engage them in the middle of the funnel by sharing personalized insights, like how your SaaS platform improved team efficiency or reduced implementation time for a company in their industry.
Share actionable, data-driven content: LinkedIn users value in-depth resources. Publish reports or case studies bespoke to professionals’ goals. For example, show how your platform improved operational workflows for a logistics company and provided measurable results for their data-driven decisions.
Target companies with Account-Based Marketing (ABM): LinkedIn’s tools let you design campaigns for individual B2B companies, addressing their specific needs. Highlight solutions that align with business priorities – such as optimizing resource allocation or improving cross-department collaboration.
Refine campaigns with LinkedIn analytics: See which job titles are clicking your ads most often. Keep track of downloads and how well your ad content performs. This helps you understand what gets a company’s key players excited. When you know what works, you can fine-tune your message and connect with professionals who are ready to buy.
Pro Tip:
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Attention spans are shrinking by the year. So, grab your audience with an engaging video ad on LinkedIn. We’ll explain why this format reigns supreme on most platforms in just a bit.
Google Ads for Saas
Next, let’s talk Google Ads. Your ideal customer is out there searching for solutions like yours right now. Google Ads puts your SaaS product in front of them at the exact moment they need it.
Here’s why Google Ads is a must-have for SaaS companies:
- Massive reach: Google connects with a huge chunk of internet users worldwide (we’re talking over 90%!).
- Laser-focused targeting: Your ads appear only when people search for relevant keywords, so you’re not wasting your budget on uninterested folks.
Let’s look at this step by step:
1 – Choose your campaign objective: Google Ads offers several campaign objectives suited to different goals. Here’s a breakdown of the most relevant ones for SaaS:
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Sales: Want to drive free trial signups or paid subscriptions for your video editing software? This objective optimizes your campaigns for conversions.
Leads: Need to capture contact information from potential customers interested in your customer support platform? This objective focuses on getting prospects to fill out forms or download resources.
Website traffic: Want to increase visits to your pricing page or product demo page for your cloud storage solution? This objective aims to drive qualified traffic to key pages on your website.
2 – Select relevant keywords:
Think like your customer. What would they type into Google to find a solution like yours?
Use keyword research tools to identify relevant keywords with high search volume. Focus on high-intent keywords that show users are actively looking for solutions. For example, if you offer a video editing tool, target keywords like “best video editing software for Mac”.
Mac
Pro Tip:
To tell Google you want to precisely target a keyword in a hyper-focused way, wrap it in brackets – [like this].
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3 – Set your budget and bidding strategy: Determine how much you’re willing to spend and how you want to bid on keywords. You can choose to pay per click (PPC) or set a daily budget.
4 – Craft compelling ad copy: Your ad copy should be clear, concise, and persuasive. Highlight the key benefits of your SaaS product and include a strong call to action. For example, “Edit videos like a pro with our intuitive software. Start your free trial today!”
5 – Create targeted landing pages: Ensure your landing pages are relevant to your ad copy and provide a clear path to conversion. For example, if your ad promotes a free trial, your landing page should make it easy for visitors to sign up.
Google Ads for B2B Saas
Selling to businesses? Here’s how to make Google Ads work for you:
- Target specific keywords: Use terms like “CRM for enterprise” or “data analytics for finance teams.”
- Retarget strategically: Follow up with ads that offer consultations or case studies to nurture leads.
- Focus on outcomes: Highlight measurable results, like “Increase sales by 15%.”
- Use your CRM data: Target existing leads with personalized ads to strengthen relationships.
The Bottom Line:
Google Ads helps you connect with the right people at the right time. Whether it’s someone actively searching for a solution or a B2B buyer exploring options, Google Ads can help you reach your audience and achieve your marketing goals.
Saas Video Ads
Want to make a lasting impression? Video ads are a powerful tool in your SaaS marketing strategy, offering higher engagement and memorability than static images.
Studies have shown that viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text. With video, you can demonstrate your product features in action, tell a compelling story, and forge a deeper connection with potential users.
Video ads offer several key benefits for SaaS companies. Our research discovered that the vast majority of people—in fact, 96%—have turned to explainer videos to better understand a product or service.
And make sure to keep your videos concise, as those under 90 seconds see the highest retention rates (up to 50%!).
When creating SaaS video ads:
- Start strong: Show a problem your software solves, not just its features.
- Demonstrate: A quick screen recording beats any explanation.
- Focus: Pick one key benefit and highlight it.
- Clarity: Use everyday language, no jargon.
- Direct: Tell viewers exactly what to do next.
Saas Display Ads
Display ads are an excellent way to build brand awareness and reach a wider audience. You can think of them as the billboards of the internet – strategically placed across millions of websites to ensure your SaaS brand remains visible and impactful.
This widespread visibility is particularly beneficial for companies working with tighter budgets.
The Google Display Network, for instance, covers over 2 million websites, allowing you to reach potential users across various industries. Display ads offer precise targeting options, enabling you to reach specific demographics, interests, and behaviors, and even retarget users who have previously visited your website.
Cost efficiency is another advantage of display ads. They often have a lower cost-per-click (CPC) compared to other options, making them a budget-friendly option for awareness campaigns.
When designing your SaaS display ads, prioritize bold, eye-catching visuals that instantly capture attention. Keep your text concise and clear, focusing on the key benefits of your software in just a few words.
Best Saas ads examples
We’ve covered platforms like Google, Facebook, and LinkedIn, but the real value lies in how top SaaS companies apply these strategies. By looking at actual examples, we can see how clear messaging and audience-focused targeting lead to impactful results.
Freshworks’ Google Ad gets straight to the point with “Swiftly Manage Tickets with AI,” appealing to busy professionals seeking practical solutions. Backed by a G2 rating, it highlights clear benefits like faster ticket resolution and simplified workflows, driving attention to its core offering.
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BambooHR, meanwhile, reduced lead costs by over 40% through a focused LinkedIn campaign. They used engaging Single Image Ads, direct Message Ads, and Lead Gen Forms to simplify sign-ups while retargeting undecided visitors. This strategy also delivered a 53% higher submission rate compared to forms hosted on their website.
Best Saas Video Ads examples
1 – Figma
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This Figma ad uses visuals to demonstrate how the platform connects design elements and builds interactive prototypes. This helps viewers understand the software’s capabilities and how it can improve their design process.
2 – Dropbox
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Dropbox’s 2009 explainer video, “How Dropbox Works,” became a viral hit with its simple animation and clear benefits breakdown, attracting 10 million new customers and generating $48,000,000 in extra revenue.
This shows how a well-made video can be incredibly successful in attracting customers and driving sales.
Best Saas Facebook Ads examples
1 – Monday
This Monday.com ad is a winner for us because it uses a simple, unexpected image – a rotting avocado – to instantly grab your attention and make you think about the value of fresh leads. The bold headline and contrasting colors drive home the message that their CRM helps businesses stay organized and keep leads from going cold.
2 – SquareSpace
This Squarespace ad uses a unique image of a Tibetan singing bowl to grab attention and suggest the platform’s versatility. It highlights the ability to sell services online, a key feature for entrepreneurs, and includes a clear “Learn More” call to action.
Key Takeaways
- SaaS market reaches $328.20B (2024), with 70% of software now SaaS-based
- Platform focus: Facebook for demographics, LinkedIn for B2B leads, Google for search intent
- Video ads show 95% retention vs 10% for text
- Simple visuals + clear CTAs drive the highest conversions
Want to Make Your SaaS Stand Out?
As you’ve seen, creating SaaS ads that actually work takes serious time and effort. At Nomadic Advertising, we’re experts at getting your SaaS product in front of the right eyes on Facebook, Google, and LinkedIn.
Want more leads, trials, and customers?
Book a free 30-minute consultation today, and let’s build a marketing strategy as scalable as your subscription model.
