PPC for SaaS: Mistakes, Strategy, Optimization to Scale Faster

Photo of author
Written By adammartelletti

Stop selling and diagnose the problem first.

Software-as-a-Service (SaaS) production has increased exponentially over the last few years. SaaS is everywhere and will continue to be so. This is a dream come true for SaaS founders and marketers.

Paid search has become a critical component of the sales cycle when it comes to the discovery of a SaaS system for a potential buyer and providing quick results, growth and ROI (compared to a long-term strategy like SEO)

But SaaS PPC can be very different to traditional PPC for e-commerce or local businesses.

How to

Market your SaaS product with PPC

What is SaaS PPC & Why is it hard to scale up SaaS marketing?

Used correctly, it’s one of the most powerful marketing tools and plays a large role in the growth of any SaaS company. However, a lot of SaaS companies never seem to get their campaigns off the ground.

How you can optimize it

Reasons Why SaaS PPC Campaigns Underperform

Preparation is Everything. We have observed that many SaaS companies change their PPC campaigns too quickly, without ever setting a baseline to measure performance.

  • They will wait for a while, sometimes for a whole day or even a few hours, and then say that it isn’t working because they aren’t getting enough clicks or the clicks cost too much, or they don’t know the right people.
  • They will then pause, reduce, increase, or stop the campaign.
  • They will alter their carefully planned plans to optimize, but this is not optimization. It’s reacting rather than responding.

We have worked with more than 40 SaaS companies and found a few reasons why this is possible.

They don’t have a system for setting a baseline against which to compare changes. A baseline was assumed or implied, but it was never requested.