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illustration of a blog post: A Complete SaaS Ads Guide for Better Acquisition and Retention
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Paid Media 9 min read

A Complete SaaS Ads Guide for Better Acquisition and Retention

Sarah Edwards photo

Written by Sarah Edwards

Content Writer @ Galactic Fed

Rachel Meyer photo

Expert reviewed by Rachel Meyer

Paid Media Account Director @ Galactic Fed

Published 12 Oct 2022

SaaS businesses face some challenges when it comes to advertising. On the one hand, you need to generate awareness and interest in your product to attract new customers. On the other hand, you need to keep your current customers happy, so they don’t abandon your brand.

The good news is that SaaS businesses can access several effective advertising strategies to achieve both objectives.

What Are the Pros and Cons of a SaaS Business Model?

The main benefits include the following:

Reduced Costs

There is no need for your customers to spend money on redundant hardware or software licenses, as the service is delivered over the internet.

Increased Flexibility

Customers can access your software from anywhere with an internet connection, which is ideal for businesses with employees who work remotely or travel frequently.


The subscription model allows businesses to scale their usage up or down according to their needs, which can help save money.

Increased Security

Saas providers typically have sophisticated security systems to protect data.

The main challenges of a SaaS model include the following:

Internet Dependence

Users need a reliable internet connection to access the software, which can be an issue for employees who travel to areas without reliable coverage.

Vendor Lock-In

Businesses may depend on their Saas provider to access the software and data, making it difficult to switch providers if the business is unsatisfied with the service.

Limited Customization

Any ability to customize the software to individual clients’ specific needs is limited. This limitation can be an issue if the software does not meet all of a company’s requirements.

How to Create Ads for Acquisition and Retention

Paid ads allow you to target potential customers immediately and get your product in front of them when they’re most likely to convert. These ads can include Facebook ads for SaaS and SaaS LinkedIn ads.

But SaaS ads can be expensive, so it’s vital to ensure you’re targeting the right people and using the correct copy and visuals.

Ads make it easy to customize your message for different segments of your audience. You can also use A/B testing to try out different versions of ads and see what works best.

When it comes to SaaS ads, there are a few key things to keep in mind:

  • Target the right people with your ads
  • Your ads should be clear and concise
  • Develop solid calls to action
  • You should use A/B testing to improve your results
  • Track your results and optimize accordingly

Customer acquisition cost (CAC) is increasing for SaaS companies. To keep acquisition costs down, focusing on quality over quantity is essential. It’s also important to have a strategy for both acquisition and retention. By balancing these objectives, you’ll be able to keep your base growing while ensuring that your current customers are happy.

When it comes to ads, the most important thing is to make sure you’re targeting the right people. If you’re not, you’ll waste money on ads that no one will see or click on. The most effective way to target your audience is to segment them into different groups.

For example, you might have a group for people who have visited your website before and a group for people who have never seen your site. You can then create different ads for each group. This way, you’ll be able to show relevant ads to each group and increase their chances of clicking on them.

Another critical thing to remember is to ensure your ads are clear and concise. People are more likely to click on an ad if they know what it’s about immediately. If an ad is too wordy or confusing, people will quickly lose interest and move on. So ensure you get your point across effectively.

Once you’ve created your ad, tracking results is important. With tracking, you can determine what’s working and what’s not. If you’re unhappy with your results, don’t hesitate to make changes. The key is constantly experimenting and finding what works best for your business.

High-converting landing pages are critical to any successful SaaS ad campaign. To acquire more users, you need to be able to generate leads and conversions. If you know your potential customers, you can create high-converting landing pages that speak directly to them. 

SaaS Marketing Strategies and Tactics

What Are the Jobs to Be Done (JTBD)?

The next step is to understand the jobs to be done (JTBD) by your target audience. In other words, what are your customers trying to accomplish, and what is stopping them?

What kind of ads will appeal to users? When creating ads, the offer, the call to action (CTA), and the overall message are several things to consider.

The offer is perhaps the most crucial part of any SaaS ad, as it needs to be something that speaks to your audience and encourages action. A good offer will be relevant to your product and potential customers, and it should also be valuable enough to get people to take notice.

Your CTA is another crucial element of any SaaS ad. It needs to be concise so that users understand how to proceed. A good CTA will tell people what they need to do to take advantage of your offer. It should be easy to comprehend, so there is no confusion.

The overall message of your SaaS ad should be upbeat, as this attitude is what will ultimately get people interested in your product. Ensure that your ad copy is clear and concise and that it highlights the benefits of your product in a way that will appeal to your customers.

Develop an Effective Content Funnel

A content funnel is a series of pieces of content, each designed to move a user one step closer to becoming a customer.

Creating a content funnel is essential to any SaaS marketing strategy because it allows you to target your potential clients with the right message at the right time and increase both acquisition and retention rates.

The first step in the content funnel is awareness. At this stage, the goal is to get the target audience’s attention and make people aware of your product. You can do this with Facebook ads for SaaS, LinkedIn ads for Saas, and Google Ads SaaS.

Check out this link for some helpful SaaS Facebook ad examples.

Once you’ve captured your audience’s attention, the next step is to interest people in your product. You’ll need to provide more information about your product and its features at this stage. This education can be enabled using case studies, webinars, and eBooks.

At the decision stage, you want to help the user decide whether to buy your product. You can encourage this process with free trials and demos. It’s also important to encourage the user to take action and buy your product at this stage. You can do this with solid calls to action, such as “buy now” or “sign up today.”

To answer customer questions, you’ll need to use existing data. This data could include customer surveys, social media feedback, or website analytics. You’ll need to define your target customer if you don’t have any existing data.

To do this, you can create buyer personas, which are fictional representations of your ideal customer based on demographic and psychographic data. Once you’ve made your buyer personas, you’ll better understand your audience and what they’re looking for.

5 Stage SaaS Sales Funnel

Engage the Public

The final step in creating a content funnel is to engage the public. Once you’ve completed your content funnel, you need to promote it. You can do this through other advertising campaigns.

If you want your content funnel to be successful, you must ensure you’re constantly engaging with your target customers. They are more likely to take action and subscribe to your product if they are engaged.

Thoughtful Ad Design Gets Results

Carefully crafting ad campaigns will put you on track to increase your conversion rate and lower your CAC. Creating relevant content is vital to any successful SaaS business, so make sure to invest the time and effort into doing it right.

If you’re not ready to shoulder the entire burden of advertising and content creation yourself, Galactic Fed can help. We are the SaaS online marketing experts and know what it takes to grow your subscriber base. 

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Sarah Edwards photo

Sarah Edwards

Content Writer @ Galactic Fed