PPC for SaaS: 6 Essential Strategies for 2025
Find out if you're making costly mistakes—and how to fix them.
Get your grade
Get ready to improve your reach, results, and ROI—fast.
Get your grade
Discover the best keywords for your PPC and SEO goals.
Find your keywords
See how your website stacks up against the competition.
Get your grade
Find and convert more customers with award-winning tech and decades of local digital marketing experience.
Learn more
We make it easy for agencies to offer scalable marketing solutions that drive results.
Learn more
Grow your multi-location business with a partner that offers a wholistic marketing strategy and location-specific insights.
Learn more
Loading…
Share
Running PPC ads can burn through your SaaS marketing budget quickly—if you’re not using the right strategies and tactics.
Many SaaS marketers overlook the tactics that can make the biggest impact on their campaigns. In this article, I’m going to share the six tactics I use to drive results for SaaS clients at Aimers so you can try them yourself to get the cutting edge and outperform the competition.
Let’s dive into each of these tactics so you can start optimizing your SaaS PPC campaigns.
Not all leads are created equal. Prioritize prospects based on their likelihood to convert or their potential value to your business.
We all want to attract the biggest clients possible, so why not immediately pass data about lead quality to your advertising platforms? Additionally, at some point, you can try optimizing exclusively for top-tier leads. With sufficient data volume, the algorithms will start identifying the most relevant users for you.
If your lead flow is limited, avoid excessive segmentation of leads into multiple categories. Over-segmentation can complicate data analysis and hinder the optimization of your campaigns.
To ensure the effective performance of advertising algorithms, it’s important to meet the recommended conversion thresholds:
⚡️ Is your Google Ads account set up for success? Download now >> The Last Guide to Google Ads Account Structure You’ll Ever Need
One of the common pitfalls I see with our clients is that they use several platforms but don’t regularly evaluate the effectiveness of each channel. For example, they continue to keep a 50/50 budget allocation between two networks, while a 70/30 split could dramatically boost their results.
Another case is when companies “get stuck” on one or two platforms without exploring new ones. If you’re not testing new channels, you could lose out on potential opportunities and leads. It’s all about staying agile and data-driven.
It’s important to constantly analyze your channel performance. Here are some of my recommendations to do this:
Dash by LocaliQ is an AI-powered lead management platform that allows you to track and follow-up with leads.
By consistently using data to evaluate your channels and redistributing your budget, you will see tangible results. In my experience, you can expect around a 20% boost in just a few months!
For SaaS, decision-making cycles are usually long. Display remarketing and RLSA (Remarketing Lists for Search Ads) can give you a competitive edge by targeting warm leads when they’re ready to act:
Here’s an extra tip from me: The audience in the SaaS niche is often quite narrow, and the number of website visitors is significantly smaller compared to the B2C segment. So when you’re launching RLSA, I recommend expanding your keyword list to include more generic search terms and using broad match.
Understand which campaigns drive real revenue by linking your CRM with the ad platforms. With this integration, you can assess lead quality, uncover weak points in your campaigns, and identify which ad groups, audiences, or keywords generate leads but fail to convert into opportunities.
The result? Smarter decisions, optimized ad spend, and a more effective PPC strategy.
To fully capitalize on this integration, focus on three key types of reports that transform raw data into actionable insights:
Clients often ask me why exporting customer lists from their CRM doesn’t yield the desired results in ad campaigns. The issue doesn’t lie in incorrect settings or integration errors, but in the specifics of the B2B sector.
In B2B, most leads provide business emails (e.g., @company.com), which are rarely used to register personal accounts on platforms like Meta or Google.
Example of a typical B2B SaaS lead form at demio.com
Since these platforms rely on personal accounts to match customer lists, business emails often fail to find corresponding users. As a result, the potential audience for ad delivery is significantly smaller—or even nonexistent.
Instead of just relying on customer lists, use other data sources like pixels or conversion events to track user actions on your website. This allows you to build audiences based on behavior rather than email addresses.
Even the most successful PPC campaigns require ongoing optimization. Regular audits help identify areas for improvement and ensure your campaigns align with your business goals.
If you are not sure where to start your audit, you can use a free Google Ads Optimization Checklist for SaaS that my team has developed. You can also run WordStream’s Free Google Ads Grader to get an instant audit of your account.
Your ad strategy might be brilliant. But if your landing page does not convert, you won’t see good results. A user’s journey doesn’t end at clicking the ad—it’s only successful when it ends in a conversion.
If you want outstanding Google Ads results, focus on optimizing your landing pages for conversions:
We used these best practices to optimize one landing page and were able to get a 148% increase in conversion rate!
Thoughtful design and data-driven landing page optimization will drive measurable outcomes for your PPC, so don’t overlook this aspect.
🚀 Get the guide >> How to Make Great Landing Pages (with Crazy High Conversions)
Mastering the nuances of PPC is essential if you want your campaigns to deliver remarkable ROI for your SaaS business. The six tactics I’ve shared here can serve as a starting point for your journey that you can begin implementing straight away. However, I also advise you not to stop here and explore more cutting-edge PPC advice to keep constantly improving your performance.
Layla Abilova has been working with PPC since 2016. In her current role as a PPC Growth Leader at Aimers, she delivers expert guidance and innovative strategies for scaling ad campaigns for SaaS and tech companies using her in-depth understanding of market trends and data-driven insights.
Find out how much & how to fix it with the Free Google Ads Grader.
WordStream’s guest authors are experts, entrepreneurs, and passionate writers in the online marketing community who bring diverse perspectives to our blog on a wide range of topics.
We offer innovative technology and unparalleled expertise to move your business forward.