Google Ads provides companies based on a Software as a Service (Saas) business model access to the 16.4 billion searches that take place on the Google platform every day.
To attract and convert high quantities of meaningful leads, it’s essential to clearly identify your target audience, use the right keywords in your ads, create enticing copy with a clear call to action (CTA), optimize landing pages, track and measure ad performance, track competitor ads, and circle back to visitors who have not yet taken the desired action.
If the prospect of learning how to generate leads for SaaS or the ins and outs of SaaS Google Ads management is more than you bargained for, consider using a reputable Google Ads agency for SaaS like BERK Labs.
Benefits of Using Google Ads
Despite the introduction of other search engines, Google still dominates. The Google Ads platform allows you to target audiences (and micro audiences) with different attributes.
This tool can make your SaaS Google Ads campaigns more efficient at driving qualified consumers to your site, building brand reputation, and increasing website traffic. It also allows you to adjust your ad campaigns, manage advertising spend, and track KPIs such as SaaS Google Ads conversion rates.
Make the Most of Your Google Ads
Google Ads are flexible and scalable, allowing you to tweak your ad campaign so that it generates as many leads as possible for your SaaS business. While there are many directions you can take with Google Ads, here are some proven, practical ways to get the most from your campaigns:
Identify Target Audiences
Segment your target audiences based on data about their demographics, interests, and online behaviors. This information can be used to create ads that resonate with different buyer personas.
Use Targeted Keywords that Align With Intent
Keywords are the keystones to successful digital advertising. Make sure they align with the intent of the ad.
Focus on keywords that address specific needs. These can change at various stages of a consumer’s purchasing journey, so you want to provide solutions and value to different touchpoints of this journey.
Create Memorable Content with an Easy-to-Execute CTA
Speak your audience’s language; be concise and persuasive. Emphasize the unique features and benefits of your product. Test ads before you launch them. Link to landing pages that address specific needs and pain points. Convince viewers to take a desired action, such as enrolling in a loyalty program, making a purchase, etc., with a compelling CTA.
Ad extensions are an additional Google Ads feature you can use to display more information about your company, as well as improve ad visibility and click-through rates (CTRs).
Optimize Landing Pages
This step is critical if you want to convert leads. Tailor landing pages to solve your audience’s problems.
Make sure the page is visually appealing, the content is consistent with the ad that brought them there, and the user can easily figure out what to do (e.g., fill out a form, click a button, etc.). Google Ads also has a Quality Score feature that can assess an ad’s relevance to decrease your cost per click (CPC) and improve results.
Track Everyone’s Ads (Yours and Theirs)
When you use the conversion tracking feature of Google Ads, you gain insights into acquisition and conversion costs so you can identify the most profitable leads and adjust a campaign to optimize your investment. Include KPIs such as CTR, CPC, conversion rates, and cost per lead (CPL). Compare them with industry benchmarks to assess performance throughout an ad’s lifecycle.
Monitor ad campaigns by competitors to discover new ideas. If your product or service is similar, you may be able to bid on their brand terms and names to direct prospects to your site, where you can promote the advantages of your SaaS product over others.
Reconnect With Those Who Did Not Take Action
Reach out to those who did not take action through previous ads. This can be done with a special offer or a series of ads, each telling a different part of your product's story to showcase various features.
Generating Your Future
Google Ads are vital to SaaS business marketing strategies and lead generation. To maximize your return on investment, continuously analyze the performance of your ads and make adjustments to generate leads and help your business grow.