How to Build a SaaS PPC Campaign

As a software as a service (SaaS) business, creating a pay-per-click (PPC) campaign can be one of the most effective ways to increase leads, sales, and revenue. However, building a PPC campaign that is built to last requires careful planning, execution, and optimization. In this article, we’ll cover the essential steps to build a successful SaaS PPC campaign.

1. Define Your Goals

Before you start creating a PPC campaign, you need to define your goals. What do you want to achieve with your campaign? Do you want to increase sign-ups, drive sales, or promote a new feature? By defining your goals, you can tailor your campaign to achieve those objectives.

2. Identify Your Target Audience

To create a successful PPC campaign, you need to know your target audience. Who are your ideal customers? What are their pain points? What are their demographics, interests, and behaviours? By identifying your target audience, you can create ad copy, keywords, and landing pages that resonate with them.

3. Conduct Keyword Research

Keyword research is crucial for a successful PPC campaign. It involves identifying the keywords and phrases that your target audience is searching for. You can use tools like Google Keyword Planner or SEMrush to find relevant keywords and estimate their search volumes. Use long-tail keywords to target specific queries and improve your ad relevance.

4. Create Compelling Ad Copy

Your ad copy should be compelling, relevant, and attention-grabbing. Use your target audience’s pain points and desires in your ad copy. Highlight your unique selling points and benefits. Use action-oriented language and a strong call-to-action (CTA) to encourage clicks and conversions.

5. Develop Landing Pages

Your landing page is where your visitors will land after clicking on your ad. It should be relevant, informative, and persuasive. Use a clear headline, benefit-oriented copy, and visual elements like images or videos. Make your CTA prominent and easy to find. Use A/B testing to optimise your landing page for better conversions.

6. Set Up Conversion Tracking

Conversion tracking allows you to measure the success of your PPC campaign. It involves tracking the actions that visitors take after clicking on your ad, such as sign-ups, downloads, or purchases. Use tools like Google Analytics or conversion tracking pixels to set up conversion tracking. Analyse your data to optimise your campaign for better results.

7. Monitor and Optimise Your Campaign

PPC campaigns require ongoing monitoring and optimisation. Regularly review your campaign performance metrics like click-through rate (CTR), conversion rate, and cost per click (CPC). Identify underperforming keywords, ads, or landing pages, and make adjustments to improve them. Test new ad copy, targeting, or bidding strategies to improve your results.

8. Retarget Your Audience

Retargeting allows you to target visitors who have interacted with your website or ads before. It can help increase conversions and ROI. Use retargeting ads to remind visitors about your product or service, offer them incentives or discounts, or promote new features or updates.

9. Collaborate with PPC Experts

Building a successful SaaS PPC campaign can be challenging, especially for beginners. Consider collaborating with PPC experts or agencies to help you create, launch, and optimise your campaign. They can provide valuable insights, strategies, and expertise to help you achieve your goals.

In conclusion, building a SaaS PPC campaign that is built to last requires careful planning, execution, and optimisation. Define your goals, identify your target audience, conduct keyword research, create compelling ad copy and landing pages, set up conversion tracking, monitor and optimize your campaign, retarget your audience, and collaborate with PPC experts to create a successful campaign. By following these steps, you can create a campaign that drives quality traffic, generates leads, and increases sales for your SaaS business.


  1. What is PPC advertising? PPC advertising is a model of online advertising in which advertisers pay each time someone clicks on one of their ads. It’s a popular advertising strategy for SaaS businesses looking to generate leads and increase sales.
  2. What are the benefits of PPC advertising for SaaS businesses? PPC advertising offers several benefits for SaaS businesses, including targeted traffic, measurable results, and the ability to control ad spend and ROI.
  3. How can I optimise my landing page for better conversions? To optimise your landing page for better conversions, you should focus on creating a clear headline, persuasive copy, and prominent call-to-action. Use A/B testing to test different variations and identify the most effective design.
  4. How often should I monitor and optimise my PPC campaign? You should regularly monitor and optimise your PPC campaign, depending on its performance. In general, it’s recommended to review your campaign metrics weekly or bi-weekly and make adjustments as needed.
  5. What are some common PPC mistakes to avoid? Common PPC mistakes to avoid include targeting irrelevant keywords, using generic ad copy, neglecting landing page design, and not setting up conversion tracking. It’s important to have a strategic plan and continually optimise your campaign to avoid these pitfalls.

May we help you?

"*" indicates required fields

This field is for validation purposes and should be left unchanged.