PPC for SaaS: The Complete Guide to Paid Acquisition
Paid acquisition for SaaS companies requires different thinking than ecommerce.
Your customer lifetime value is high, but so is your sales cycle. This changes everything about campaign structure and measurement.
In SaaS, you are not buying customers. You are buying opportunities. Optimise accordingly.
The Attribution Challenge
SaaS buyers rarely convert on first click. They research, compare, and consult internally before signing up.
This means last-click attribution dramatically undervalues your ads.
| Touchpoint | Visibility | | :--- | :--- | | First Click | Often paid search | | Research Phase | Organic, direct | | Conversion | Often branded | | Revenue | Delayed 30 to 90 days |
Channel Strategy
For most SaaS companies, the priority order is:
- Google Ads for high-intent search
- LinkedIn Ads for account-based targeting
- Meta Ads for retargeting and lookalikes
Microsoft Ads works well for enterprise SaaS where buyers use desktop.
Campaign Structure
Separate campaigns by funnel stage:
- Bottom Funnel: Competitor terms, product category
- Mid Funnel: Problem-aware searches
- Top Funnel: Thought leadership, guides
Measuring Success
Track MQLs, SQLs, and pipeline value, not just demo requests.
Connect your CRM to your ad platforms using offline conversion imports.
Get Help
Explore Google Ads for SaaS or book your free audit.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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