Mastering Google Ads in B2B SaaS

Running Google Ads is a must have for any B2B SaaS Business.

You can use it to test different messaging, product features, or just drive up your userbase. You can even use it as a sustainable growth strategy, especially if it yields a good ROAS.

So let's have a look at some of the strategies you can use when managing your Google Ads. These strategies will allow you to squeeze more out of your Ad spend and get closer to your business goals. 

1. High-Converting Landing Pages

Your landing page is the first impression potential customers get, so make it count. Here’s how:

• Minimize Form Fields: Start with low-friction questions like job function or industry, and save the more personal details for later.
• Show Social Proof: Include reviews and testimonials on the landing page to build trust without making visitors leave the page.
• Optimize Placement: Key actions like “Request a Demo” should be prominent and above the fold. Avoid distractions by removing unnecessary footers.

2. Bid on Competitor Brand Names

Bidding on your competitors' brand names can capture highly relevant traffic. Make sure you use them as keywords only, and not have their brands as part of your Ad text (because of legal implications). Some other points to consider:

• Underbid Strategically: Instead of aiming to be the top ad, bid slightly lower. This can save money while still attracting clicks from users looking for alternatives.
• Focus on Relevance: Ensure your ads are compelling enough to capture interest even if they appear below the competitor’s ad.

3. Utilize Remarketing Audiences

Remarketing can help convert visitors who didn’t take action on their first visit. Set up remarketing audiences for:

• Website Visitors: Target those who visited your site or specific landing pages.
• YouTube Users: Retarget users who watched your videos with display or video ads.

These audiences can be a goldmine for conversions, especially for B2B clients who need multiple touchpoints before making a decision.

4. Monitor Search Impression Share

Keep an eye on your search impression share to stay competitive:

• Auction Insights: Regularly check the auction insights to see how your impression share compares to competitors.
• Be Proactive: Adjust your bids and budget based on how your competitors are performing to avoid wasting money.

5. Leverage Long-Tail Keywords

Long-tail keywords can drive highly targeted traffic with less competition. Focus on specific queries relevant to your niche. For example, instead of bidding on “Accounting Software", target “Accounting software for Architects".

Get ShoutEx to Review your Ad Strategy

Running profitable Google Ads campaigns for B2B SaaS companies is challenging but achievable with the right strategies. From optimizing landing pages to smart bidding and remarketing, each step can enhance your ad performance and ROI.

If you need help with your Google Ads, ask us for some advice at ShoutEx. We specialize in helping startups thrive in competitive markets.