Introduction:
Riding a rollercoaster scaling a SaaS business with Google Ads. You have likely heard that it is an essential prospecting and conversion producing machine, but if your costs are going up with nothing in return (or very little), you might feel trapped. The good news? Luckily, some minor changes can help you scale your campaigns without causing a big headache from out of control costs. To do that I’ve put together these seven tips on how to keep your CAC under control while still getting results by emphasizing the practices you can use.
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1. Be specific with Audiences
Instead of going for swiping to the top, make it a point that you target your audience by whittling down and connecting better with prospects who are likely to convert.
For example, if you were advertising a CRM solution for small businesses. Not ”CRM software” but say “To CRM-software small team”; “Freelance to the CRM-programmer”. Those terms will pull in users who are closer to buying and have the need your products meets.
Pro Tip: Add negative keywords (e.g. “free CRM” if you are not that kind of service)
Why It Works: Concentrating on high-intent users is the sure-shot method to save spend in wasted clicks only bringing in quality leads that help you keep your CAC lain within a stipulated range.
2. Create ad copy that addresses actual pain points
Great targeting spells nothing if you have garbage ad copy. You have to emphasize about how your product is what they are looking for.
For example, Instead of using generic copy that says ‘Try our SaaS CRM,’ opt for something more specific like ‘Easily track clients with a new CRM designed for small teams.’ You could even twist it up and say, ‘Say goodbye to spreadsheets—hello smarter, faster SaaS CRM.’ These messages address the pain points of manual work and inefficiencies commonly encountered in many small team operations.
Pro Tip: Try different CTAs that cater to various stages in the buyer journey. For the person eyeballing things for later you might test “See How It Works” over something harder hitting like “Start Your Free Trial”.
Key Takeaway: The more detailed and SEO-specific you can get with your copy, the better chance it will reach an interested audience at exactly this right moment — click throughs over impressions.
3. Optimize Landing Pages to Seal the Deal
There is a good chance you are losing out on conversions if you direct your traffic to the homepage or even worse, a catch-all landing page. A well optimized, much targeted landing page can be the difference between a person bouncing and them converting.
Example: Let’s say you are using an ad to promote a project management tool specifically made for startup businesses. Users should not be clicking to your general homepage. Instead, create a standalone landing page explicitly for startups that goes back to the point of how your software tool can help them do project management better & scale with their business. Include the straightforward benefits, testimonials and a CTA like “Begin Free Trial.”
Pro-Tip: Try testing different headlines, images and CTAs to understand which combination works better for you. So, even the minor tweaks — changing a CTA from “Get Started” to “Start Your Free Trial Today”, for example — can yield surprising results on occasion.
Why this work: It unclogs the funnel, which keeps users engaged when they land on a specific page and helps them understand why your product is unique to convert of sign-ups / demos that can keep you cost per conversions low.
4. Use Smart Bidding to Balance Efficiency and Scale
Smart Bidding from Google can change everything by using AI to adjust your bids, depending on specific patterns and performance. If you are manually pocket bidding for each keyword, she may be trying out Smart Bidding and see how well this summer.
For example, if you wanted to generate more demo requests with a target cost per acquisition (CPA) goal of $50, your bid type could be “Target CPA” and Google would adjust your bids to try to keep them as close to that number. Or if you want to focus on revenue generation than purchasing, go with Target ROAS (Return on Ad Spend).
Top tip: for Smart Bidding you ideally need to be working with consistent data. If you are not seeing the results immediately then it is time to learn and make sure your conversion tracking set up properly.
Why This Works: Smart Bidding keeps each auction bid in check, ensuring your SaaS business isn’t blowing its budget on clicks that don’t lead to conversions. This hands-off approach allows for quick scaling without completely draining your budget.
5. Time Your Ads with Dayparting
Even though running ads around the clock seems like a greater exposure, but if you are spending on 2:00 AM and your target users asleep. Then you can mark that money is being wasted! Dayparting only serves your ads during the time of day that users are more likely to convert, giving you a better ROI on your ad spend.
Proto example: For SaaS companies, analyzing demo sign-up trends is crucial. If most sign-ups occur during business hours, consider setting your ad schedule to 9 a.m.–6 p.m. Alternatively, you could run ads exclusively on weekdays if that’s when your target audience shows peak engagement. Maximize your ad spend by targeting the hours when potential users are most active!”
Pro Tip: Analyzing your Google Ads by the day and hour. You can find there are some specific times where you get more of qualified traffic to your website; then, in those window spend focus.
Why It Works: Dayparting enables you to target high-conversion periods of the day, therefore improving your opportunity for conversions and making your budget go further.
6. Align Your Budget with High-Performing Geographies
While for SaaS businesses who are going global, spending the same amount everywhere is ineffective. This would allow you to target better results by focusing on the high performing regions.
For instance, if you notice that users from the US and Canada convert more frequently than those in other regions, then reallocate your budget toward these areas. As an alternative, you can also create different campaigns targeting each geography so that messaging and budgets are tailored.
Best practice: Google location reports show you the traffic source and conversions a user has from those sources so use this data to your advantage.
Why It Works: Focusing on lower-funnel sources increases the return-on-investment of your budget by leading you to spend with users who are closer to converting.
7. Use Remarketing to Bring Back Potential Customers
In a nutshell, these are super remarketing campaigns designed to keep your SaaS business top of mind for people who visited your website but took no action. The reason this audience is valuable is that they already have some familiarity with your product and are a step ahead of the rest of the crowd.
For example: a visitor who lands on your pricing page but did not register for the trial. It might be a message that reads: “Not sure yet?” — This ad would generally feature content about exploring other similar options. Try it today to see how we can help you get better at your job.
Pro Tip: Break down your remarketing audience within page categories (demo pages, pricing etc.) This allows you to target them based off their level of interest.
How Remarketing Works: By staying in front of people that have already shown an interest, this means they are more likely to come back and convert without having a significant bump up cost.
Conclusion:
Scaling your Google Ads strategy does not have to turn into you overspending and trading quality for volume. Utilize these, i.e., audience targeting, conversion-focused ad copy and landing pages. Smart Bidding Conversion on Google Ad My Business Dayparting Geographical Targeting Remarketing With the use of above mentioned strategies you can keep costs in control while extending your reach to potential customers.
If you are looking to step up your Google Ads game for your SaaS business, go ahead and start implementing these strategies with Ad Labz; witness improvements growing by the bucket. The objective is not only to garner more clicks but also to drive conversions, as you aim for your SaaS to expand organically.