Paid Search Marketing for SaaS

Pay-Per-Click (PPC) advertising is a powerful tool in the digital marketing arsenal of SaaS companies. It allows you to reach potential customers at the right time with targeted ads, driving immediate traffic to your website and increasing sales.


Who We Help:

Pay-per-Click for SaaS Companies

Welcome to Gorilla Marketing, a leading agency specializing in SaaS PPC. With our deep industry expertise, innovative strategies, and a relentless commitment to client success, we help SaaS businesses navigate the complex world of PPC advertising and achieve their growth objectives.

A Google Premier Partner

The PPC Management Team for Gorilla Marketing is proud to be an official Premier Google Partner agency – just one of a select few UK based agencies to receive this prestigious accreditation. To achieve and maintain this important partnership is a continuous process. Our PPC team must demonstrate:

  • AdWords proficiency. The exams set by Google are extremely in-depth and require retaking every 18 months.
  • Minimum spend. Google Premier Partners are required to spend at least $10 000 every 90 day period.
  • Proven results. A Premier Partner needs to demonstrate a high value of return for their clients.
  • Minimum of two advanced AdWords partners. Premier agencies need at least two colleagues to hold advanced Google AdWords certifications.
  • A healthy & growing client base. Premier partners are required to show long-term accounts with both search and display that we have grown.

Digital Marketing for SaaS Latest:

Why is PPC Important for your SaaS Business?

In today’s highly competitive digital landscape, simply having a SaaS product isn’t enough – you need to ensure that your target audience is aware of it and that they understand its value proposition. This is where Pay-Per-Click (PPC) advertising comes in. By leveraging PPC, you can reach a wider audience, drive quality leads, and ultimately grow your SaaS business. In this article, we’ll explore the importance of PPC for your SaaS business, and how you can use it to create a competitive advantage in the market.

If you’re wondering why PPC is important for your SaaS business, read on for insights and tips on how to make the most of this powerful advertising tool.

Understanding PPC and SaaS Marketing

PPC, or pay-per-click, is a type of online advertising where businesses pay each time a user clicks on one of their ads. For SaaS businesses, PPC can be an effective way to reach potential customers and generate leads.

However, simply running PPC campaigns without a clear strategy in place can lead to wasted ad spend and poor results. To make the most of PPC, it’s important to understand how it fits into your overall marketing strategy, and how to use it to reach and engage with your target audience effectively.

How does PPC fit into your SaaS marketing strategy?

PPC can play a key role in your overall SaaS marketing strategy by helping you:

  • Reach a wider audience: PPC allows you to target potential customers based on factors like location, interests, and search terms, making it easier to reach people who may be interested in your product.
  • Increase brand visibility: By appearing at the top of search engine results and on relevant websites, your PPC ads can help raise awareness of your brand and increase visibility for your SaaS product.
  • Drive qualified traffic to your website: With the right targeting and messaging, PPC can attract quality leads to your website, increasing your chances of converting them into paying customers.

What makes a successful SaaS PPC strategy?

For a SaaS business, a successful PPC strategy should be:

  • Targeted: Your ads should be tailored to the specific needs and interests of your target audience.
  • Compelling: Your ad copy and visuals should be appealing and engaging, encouraging users to click and learn more.
  • Optimized: Your campaigns should be regularly reviewed and optimised to ensure maximum effectiveness and efficiency.

By focusing on these key areas, you can create a PPC strategy that delivers results for your SaaS business.

Boosting Lead Generation with PPC

As a SaaS business, generating quality leads is crucial to your success. Pay-Per-Click (PPC) advertising can be an effective tool to attract potential customers and drive growth for your SaaS company. PPC allows you to target specific audiences with relevant ads that appear in search results or on websites, increasing your brand visibility and attracting qualified traffic to your website.

Here are some benefits of using PPC advertising for lead generation:

  • Increased brand visibility: With PPC, you can reach a wider audience beyond your organic reach, increasing brand awareness and recognition.
  • Targeted advertising: PPC allows you to target specific demographics, interests and keywords, ensuring that your ads are reaching the most relevant audience for your SaaS product.
  • Highly measurable: With PPC, you can track and measure the success of your campaigns, allowing you to optimise and refine your approach for better results and a higher ROI.

Overall, PPC advertising can be a powerful tool in boosting lead generation for your SaaS business. It can help you attract quality leads, increase brand visibility, and drive more traffic to your website, all of which are essential for growth and success in the highly competitive SaaS market.

Targeting the Right Audience with PPC

When it comes to running a successful PPC campaign for your SaaS business, targeting the right audience is crucial. The more relevant your ads are to your target audience, the more likely they are to click through and convert into paying customers.

So, how can you ensure that your ads are reaching the most relevant audience for your SaaS product?

Use Targeting Options

One of the advantages of PPC advertising is the ability to use targeting options such as keywords, demographics, and interests to refine your audience. By selecting the right targeting options, you can ensure that your ads are only being shown to people who are most likely to be interested in your SaaS product.

For example, if you offer a project management tool for small businesses, you can choose to target users who have shown interest in project management software or small business tools.

Avoid Broad Match Keywords

While it may be tempting to use broad match keywords to reach a wider audience, this can result in your ads being displayed to people who are not interested in your SaaS product. Instead, use exact match or phrase match keywords to ensure that your ads are only being shown to users who are searching for specific terms related to your product.

Refine Your Audience Over Time

As you run your PPC campaigns, monitor your audience and adjust your targeting options as needed. Refining your audience over time can lead to better results and a higher return on investment (ROI) for your PPC efforts.

Targeting OptionDescription
KeywordsSelect specific keywords or phrases that are relevant to your SaaS product.
DemographicsTarget users based on age, gender, and location.
InterestsTarget users based on their interests and online behaviour.

Increasing Conversion Rates with PPC

Pay-Per-Click (PPC) advertising can be a powerful tool for improving your Software as a Service (SaaS) business’s conversion rates. By optimising your ads and landing pages, you can position yourself as the solution to your target audience’s pain points and increase the likelihood of them converting into paying customers. Here are some strategies to consider:

Landing Page Optimization

Your landing page is where your potential customers will land after clicking on your PPC ad. It’s essential to create a landing page that is tailored to your ad copy and offers a clear call-to-action (CTA). Consider the layout, design, and messaging of your landing page, and experiment with different versions to see what resonates with your audience.

Ad Copy Testing

The ad copy you use in your PPC campaigns can make a significant impact on your conversion rates. Consider trying out different ad copy variations to see what generates the most clicks and conversions. Test different headlines, descriptions, and calls-to-action to optimise your ads for maximum impact.


Remarketing involves targeting users who have already interacted with your brand or website. By serving ads to people who have expressed interest in your product or service, you can increase the chances of them converting into paying customers. Consider using remarketing techniques such as dynamic search ads or display remarketing to target these users.

Tracking and Measuring Results

Tracking and measuring your PPC campaigns is essential to improving conversion rates. Monitor key metrics such as click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA) to identify areas for improvement. Use this data to adjust your campaigns over time and improve your conversion rates.

Tracking and Measuring PPC Success

Measuring and tracking the success of your PPC campaigns is essential to ensure you’re getting the most out of your advertising spend. By monitoring key metrics and analysing the performance of your ads, you can identify what’s working well and what needs improvement.

There are several metrics you should be tracking to measure your PPC success:

Click-Through Rate (CTR)The percentage of people who click on your ad after seeing it.
Conversion RateThe percentage of people who complete a desired action after clicking on your ad.
Return on Ad Spend (ROAS)The amount of revenue generated for every pound spent on advertising.
Cost per Acquisition (CPA)The cost of acquiring a new customer through your PPC campaign.

By regularly tracking and analysing these metrics, you can assess the effectiveness of your PPC campaigns and make data-driven decisions to optimise your strategy.

PPC Analytics Tools

There are several analytics tools you can use to track and measure the success of your PPC campaigns:

  • Google Ads: Google Ads provides a range of metrics and reporting options to help you track your campaign performance, including conversion tracking, keyword performance, and audience insights.
  • Google Analytics: Google Analytics can be used to track website activity and attribute conversions to your PPC campaigns. You can set up conversion tracking and import your Google Ads data for a more comprehensive view of your advertising performance.
  • Third-Party Tools: There are also several third-party tools available, such as SEMrush and Ahrefs, that can provide deeper insights into your PPC campaigns and help identify areas for improvement.

Whichever tool you choose to use, it’s important to regularly review your PPC data and adjust your strategy accordingly to ensure you’re maximising your ROI.

Budgeting and Cost Control in PPC Advertising

As with any marketing effort, budgeting and cost control are essential in PPC advertising for your SaaS business. A well-planned PPC strategy can deliver excellent ROI, but without proper budgeting and cost control, your campaigns may become too expensive and ineffective.

Here are some strategies to help you set an appropriate budget and optimise your ad spend:

Determine Your Goals

Before you set a budget for your PPC campaigns, establish your goals and how you plan to achieve them. Determine your target audience, the keywords you’ll use, and the desired outcomes of your campaigns. This information will help you create a budget that aligns with your business objectives.

Set a Realistic Budget

Start by setting a monthly budget for your PPC campaigns. Consider your revenue and profit margins to determine a realistic budget that won’t impact your ability to run your business effectively.

Once you’ve established a budget, monitor your campaigns carefully. If you’re not seeing the results you expected, adjust your spending accordingly.

Track Your Spending

To ensure you’re not overspending on your PPC campaigns, track your spending closely. Use analytics tools to monitor your cost per click (CPC) and cost per acquisition (CPA). Keep an eye on your ad spend and adjust your campaigns as needed.

Optimize Your Ad Spend

To get the most out of your PPC advertising, optimise your ad spend. Consider targeting specific audiences with ad groups or keywords. Use negative keywords to prevent your ads from showing to uninterested parties.

You can also adjust your ad schedule to target your audience during peak times. Be sure to monitor the impact of these changes on your CPC and CPA.

By following these strategies and closely monitoring your campaigns, you can set an effective budget for your PPC advertising and ensure a positive ROI for your SaaS business.

Competitor Analysis and PPC

Understanding your competitors’ PPC strategies can provide valuable insights for refining your own campaigns and staying ahead in the market. Here are a few tips for conducting effective competitor analysis:

Identify Your Competitors

Start by identifying your key competitors in the SaaS market. Look for companies with similar products or services, target audience, and marketing objectives. Once you have a list of competitors, you can use various tools to analyse their PPC campaigns, including Google Ads Auction Insights, SEMrush, and SpyFu.

Analyse Competitor Ads

Review your competitors’ ad copy, headlines, and calls-to-action to gain an understanding of their messaging and value proposition. Look for common themes or keywords that they are targeting and identify gaps in their targeting strategy that you can exploit.

Key Metrics to Consider:What to Look For:
Ad PositionWhere your competitors’ ads are appearing in search results compared to yours
Click-Through Rate (CTR)How often users click on your competitors’ ads compared to yours
Quality ScoreThe relevance and quality of your competitors’ ads and landing pages compared to yours

Refine Your PPC Strategy

Use the insights gained from competitor analysis to refine your own PPC strategy. Identify opportunities to differentiate your ads, improve ad copy, and target new keywords or audiences. By staying informed about your competitors’ tactics, you can ensure that your SaaS business remains competitive in the market.

Adapting Your PPC Strategy for SaaS Growth

As your SaaS business grows and evolves, it is important to adapt your PPC strategy accordingly to continue driving growth and maximizing your return on investment (ROI).

Scaling Your Campaigns

As your SaaS business expands, you may need to increase your PPC budget to accommodate a larger target audience and more competitive keywords. Scaling your campaigns can help you reach a wider audience and generate more leads, but it is important to maintain a strategic approach to avoid overspending or targeting the wrong audience.

Consider segmenting your campaigns by product, market, or audience to ensure that your ads are relevant and effective. You may also need to adjust your bidding strategy to account for increased competition and changes in market conditions.

Targeting New Markets

Expanding your business into new markets can open up new opportunities for growth and revenue. When targeting new markets with PPC, it is important to conduct thorough research to understand the needs, preferences, and behaviours of your target audience in each market.

Consider adapting your ad copy and messaging to reflect the local language and culture, and leverage targeting options such as location and language settings to ensure that your ads are reaching the right people.

Leveraging Data-Driven Insights

Data-driven insights are essential for adapting your PPC strategy to effectively drive growth and ROI. Continuously monitor and analyse key metrics such as click-through rates (CTR), conversion rates, and cost per acquisition (CPA) to identify areas for improvement and refine your campaigns.

Consider using tools such as Google Analytics and AdWords conversion tracking to gain deeper insights into your audience and track the performance of your campaigns over time. Use this data to inform your bidding strategy, ad copy, and targeting options for maximum impact.

Integrating PPC with Other Marketing Channels

Integrating PPC with other marketing channels can help you create a comprehensive marketing strategy that maximizes the effectiveness of all your campaigns. By combining PPC with SEO, content marketing, social media, and email marketing, you can reach potential customers through multiple touchpoints and increase your chances of converting leads into paying customers.

Combining PPC with SEO

PPC and SEO can work hand in hand to help you achieve better visibility in search engine results pages. By targeting specific keywords with your PPC ads and optimising your website for the same keywords, you can increase your chances of ranking higher in organic search results.

Additionally, using PPC ads to test the effectiveness of certain keywords can help you identify which keywords to target with your SEO strategy, saving you time and effort in the long run.

Combining PPC with Content Marketing

Content marketing and PPC can complement each other to create a powerful marketing mix. By using PPC ads to promote your content, you can drive more traffic to your website and increase the reach of your content beyond your existing audience.

Additionally, you can use the data gathered from your PPC campaigns to identify which types of content are resonating with your audience, enabling you to create more targeted and effective content in the future.

Combining PPC with Social Media

Social media platforms such as Facebook and LinkedIn offer robust advertising options that can be used in conjunction with your PPC campaigns. By leveraging the targeting options available on these platforms, you can reach your target audience with laser precision and increase the effectiveness of your overall marketing efforts.

Furthermore, using social media to retarget users who have engaged with your PPC ads can help you stay top of mind with potential customers and increase the chances of converting them into paying customers.

Combining PPC with Email Marketing

PPC can also be used to complement your email marketing efforts. By using PPC ads to promote your email campaigns, you can increase your email list and reach a wider audience with your messages.

Additionally, using retargeting campaigns to target users who have opened or clicked on your emails can help you stay in front of these potential customers and increase the likelihood of conversion.

Ad Extensions and PPC for SaaS

Ad extensions are additional features that can be added to your PPC ads to provide more information to potential customers and improve click-through rates. There are several types of ad extensions that can be used for SaaS businesses:

Ad Extension TypeDescription
SitelinksAdditional links that direct users to specific pages on your website
Call ExtensionsAllow users to call your business directly from the ad
Location ExtensionsDisplays your business address and phone number on the ad
Structured SnippetsHighlight specific aspects of your product or service with additional information under the ad

Using ad extensions can help your ads stand out, provide more information to potential customers, and improve click-through rates. It’s important to choose the right extensions that align with your SaaS business goals and complement your ad messaging.

Remarketing and Retargeting in SaaS PPC

Remarketing and retargeting are two powerful PPC tactics that can help you to reach potential customers who have previously interacted with your SaaS business. These strategies can be especially effective for SaaS businesses, as they allow you to stay top-of-mind with potential customers who may need a little extra push to convert into paying users.

What is Remarketing?

Remarketing involves targeting individuals who have interacted with your SaaS business in some way, but have yet to convert into paying customers. This could include individuals who have visited your website, signed up for a free trial, or abandoned a shopping cart. With remarketing, you can create highly targeted ads that are designed to appeal to these individuals and encourage them to take action and become paying customers.

What is Retargeting?

Retargeting is similar to remarketing, but it involves targeting individuals who have already converted into paying customers. These individuals may have purchased a product or service from your SaaS business in the past, but have yet to purchase again. With retargeting, you can create ads that are designed to encourage these individuals to make additional purchases and become repeat customers.

How can Remarketing and Retargeting Benefit Your SaaS Business?

Remarketing and retargeting can both be highly effective for generating leads and driving conversions for your SaaS business. These strategies allow you to stay top-of-mind with potential and existing customers, increasing the chances that they will choose your SaaS product the next time they need a software solution. Additionally, since these strategies involve targeting individuals who have already shown interest in your SaaS business, they tend to be more cost-effective than traditional PPC advertising.

How to Use Remarketing and Retargeting in Your SaaS PPC Campaigns

To use remarketing and retargeting in your SaaS PPC campaigns, you will need to set up tracking pixels on your website and within your SaaS product. These pixels will allow you to track user behaviour and site activity, and create audiences for remarketing and retargeting campaigns. Once you have created your audiences, you can create highly targeted ads that are designed to appeal to these individuals and encourage them to take action.

When creating your remarketing and retargeting campaigns, consider using ad copy and imagery that is personalised to the individual viewer. For example, you could use language that speaks directly to the fact that the viewer has previously visited your website or purchased from your SaaS business.

Targets individuals who have interacted with your SaaS business but have yet to convert into paying customersTargets individuals who have already converted into paying customers
Allows you to stay top-of-mind with potential customers and encourage them to take actionEncourages existing customers to make additional purchases and become repeat customers
Can be highly cost-effective compared to traditional PPC advertisingCan be highly cost-effective compared to traditional PPC advertising

Mobile PPC for SaaS Businesses

With the growing use of mobile devices, optimising your PPC campaigns for mobile users is essential to attract potential customers. Here are some tips to help you create mobile-friendly ads:

  • Ensure your website is mobile-friendly and loads quickly.
  • Use responsive design to ensure your ads are displayed correctly on various mobile devices.
  • Include a clear call-to-action that is easily accessible on a mobile device.
  • Use ad extensions such as click-to-call and app downloads to increase engagement.
  • Consider using location targeting to reach users who are searching for products or services near them.

In addition, it’s important to track and measure the success of your mobile PPC campaigns. Monitor mobile-specific metrics such as click-to-call rate and mobile conversion rate to ensure that your ads are performing optimally on mobile devices.

By optimising your PPC campaigns for mobile users, you can increase your chances of attracting quality leads and driving growth for your SaaS business.

PPC Reporting and Analysis for SaaS Businesses

Tracking and measuring the success of your PPC campaigns is essential for your SaaS business’s growth. Creating meaningful reports and analysing data can provide important insights into how your campaigns are performing and what changes you can make to improve results.

Here are some key metrics to monitor:

Click-Through Rate (CTR)The percentage of clicks your ad receives per impression. A higher CTR can indicate greater ad relevance and engagement.
Conversion RateThe percentage of clicks that result in a desired action, such as a sign-up or purchase. A higher conversion rate indicates more effective targeting and messaging.
Cost per Acquisition (CPA)The average cost of acquiring a new customer through your PPC campaigns. A lower CPA can indicate better efficiency and targeting.
Return on Ad Spend (ROAS)The revenue generated from your PPC campaigns compared to the cost of running them. A higher ROAS indicates a positive return on investment (ROI).

When analysing your data, consider the following:

  • Identify trends or patterns in your metrics over time and across different campaigns.
  • Compare your results to industry benchmarks and your own past performance.
  • Look for areas of opportunity or weakness, such as underperforming ad groups or keywords, and make adjustments accordingly.
  • Consider the impact of external factors, such as seasonality or changes to your product offerings or pricing.

PPC Reporting and Tools

There are several tools and platforms available to help with PPC reporting and analysis:

  • Google Ads: Google Ads provides a range of reporting options, including custom reports and dashboards, as well as automated insights and recommendations based on your data.
  • Google Analytics: Google Analytics can be linked to your Google Ads account to provide additional data on user behaviour and engagement on your website. It also offers advanced reporting features such as funnel analysis and attribution modelling.
  • Third-party tools: There are numerous third-party tools available for PPC reporting and analysis, such as SEMrush, Ahrefs, and Moz. These can provide additional insights and data, but may require additional cost or setup.

Regardless of the tools you use, ensure that your reports are clear, concise, and actionable. Use visual aids such as graphs or charts to convey data effectively, and highlight key insights or areas for improvement.

FAQ: Frequently Asked Questions about PPC for SaaS Businesses

As a SaaS business looking to leverage PPC advertising, you may have some questions about how to get started and achieve success. Here are some frequently asked questions to help you gain a deeper understanding of PPC for your SaaS business:

What is the average cost per click for SaaS businesses?

The average cost per click (CPC) for SaaS businesses can vary depending on the industry and competition. However, according to a study by Wordstream, the average CPC for SaaS companies is around $3.80.

How do I set an appropriate budget for my PPC campaigns?

Setting an appropriate budget for your PPC campaigns can depend on various factors such as your goals, audience, competition, and ad spend. A good starting point is to determine your maximum cost per acquisition (CPA) and work backwards to calculate your budget based on your expected conversion rate and ad spend.

How do I target the right audience for my PPC campaigns?

To target the right audience for your PPC campaigns, you can use targeting options such as keywords, demographics, interests, and behaviours. You can also use remarketing to target people who have already interacted with your website or shown interest in your product.

How can I optimise my landing pages for better conversion rates?

Optimizing your landing pages can involve several strategies such as creating clear and compelling headlines, using engaging visuals, providing social proof, and ensuring a strong call to action. A/B testing can also help you identify which elements of your landing page are most effective.

How do I measure the success of my PPC campaigns?

To measure the success of your PPC campaigns, you can track key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Monitoring these metrics can help you identify areas for improvement and make data-driven decisions for your campaigns.

What are some common PPC mistakes to avoid?

Some common PPC mistakes to avoid include targeting the wrong audience, using broad match keywords, sending traffic to irrelevant landing pages, neglecting mobile optimisation, and failing to track and analyse your campaigns.

How can I stay ahead of my competitors in PPC advertising?

To stay ahead of your competitors in PPC advertising, you can conduct regular competitor analysis to identify opportunities and refine your own campaigns. You can also leverage data-driven insights to make informed decisions and stay up-to-date with the latest industry trends.

By understanding the basics of PPC and implementing a well-planned strategy, you can leverage the benefits of PPC advertising to drive growth for your SaaS business.