A simple approach that actually gets results.
When I started running Google Ads for SaaS businesses, I realized most of them either overcomplicate things or don't fully understand what's needed to get actual signups, or demos. So I decided to stick to a method that's easy, focused, and conversion-driven.
In this blog, I'll walk you through how I personally set up and run a Google Ads campaign for SaaS clients. No fluff, just what works.
1. Start With the Funnel Goal
Before anything, I figure out what part of the funnel I'm targeting:
- TOFU (Top of Funnel): Drive awareness or website visits
- MOFU (Middle of Funnel): Get signups, free trials, or demo bookings
- BOFU (Bottom of Funnel): Retargeting + competitor campaigns to close
Most of the time for SaaS, we focus on MOFU, because that's where trial/demo leads come in.
2. Define the Right Audience
I take time to understand:
- Who is using the product?
- Who is paying for it?
- Who is searching?
For example, if it's a project management SaaS, the decision-maker might be a product manager, startup founder, or team lead. Knowing this helps with keyword targeting and ad copy tone.
3. Choose the Campaign Type
I usually go with:
- Search campaigns (because they're intent-driven)
- Brand campaigns (to protect the brand name)
- Sometimes PMax, but only after Search is already performing
Tip: For early-stage SaaS, don't start with PMax. It needs a lot of data and budget to work well.
4. Do Smart Keyword Research
I don't just dump random keywords. I look for:
- High intent terms like "project management tool for small teams"
- Competitor keywords (e.g., "ClickUp alternatives")
- Pain points (e.g., "how to manage team tasks easily")
Then I organize ad groups based on themes, not a big mess of keywords.
5. Write Simple, Clear Ad Copy
Forget buzzwords. I write copy that:
- Says what the tool does
- Highlights the benefit
- Uses numbers, social proof, or USPs [Unique Selling Points]
Example:
"Manage Your Projects 2x Faster"
Try our tool free for 14 days. No credit card required.
6. Build a Clean, Conversion-Focused Landing Page
A strong ad won't work if the landing page is confusing.
What I always recommend:
- One clear CTA (Book Demo / Start Trial)
- Hero section with value prop
- Trust signals (logos, testimonials, case studies)
- Short form or calendar integration
7. Set the Budget & Bidding
For SaaS, I start with:
- Daily budget: Depends on keyword CPC and client's stage
- Bidding strategy: Maximize conversions (or manual CPC if needed early on)
Important: I always make sure conversion tracking is properly set up before launch (thank you page or event tracking with GTM).
8. Launch > Monitor > Optimize
Once the campaign is live:
- I check after 3–5 days (not every hour!)
- Kill keywords or ads with 0 conversions
- Test new copy or landing page variants
- Add negatives regularly
After 2 weeks, I usually have enough data to optimize properly.
This is the method I follow, and it works because it's simple, focused, and driven by goals. You don't need a huge budget to get results you just need clarity, tracking, and consistency or in simple words, You just need to start!
If you're a SaaS founder or marketer and want someone to set this up for you or audit your current setup, feel free to reach out.
DM on Instagram @theadure__ or email at info@adure.com