PPC for SaaS: How to Convert Leads Who Aren’t Ready to Buy (Yet)

In the competitive world of SaaS, not every prospect is ready to buy the moment they land on your website or see your ad. But that doesn’t mean they’re a lost cause. With the right PPC strategy, you can nurture these leads, keeping your brand top-of-mind and guiding them through the buyer’s journey—until they’re ready to hit “Sign Up” or “Book a Demo.”

Here’s how to build campaigns for every stage of the funnel and turn hesitant browsers into loyal customers.

Understanding the SaaS Buyer’s Journey

Before diving into strategy, let’s revisit the SaaS buyer’s journey. Unlike eCommerce, SaaS often has a longer sales cycle, particularly in B2B markets. A prospect might need months of research, buy-in from decision-makers, and multiple touchpoints before making a commitment.

To align your PPC campaigns with this process, break your funnel into three key stages:

• Awareness: Your audience is just discovering they have a problem.
• Consideration: They’re exploring solutions and comparing options.
• Decision: They’re ready to commit to the right solution.

‍

Crafting PPC Campaigns for Each Stage

1. Awareness Stage: Attract New Prospects

Your goal here isn’t to sell but to educate. Focus on creating ads that address pain points or spark curiosity. Keywords should be broad but relevant to your SaaS niche, helping you cast a wide net.

Ad Copy Tips:

• Highlight pain points (“Struggling to manage [problem]?”)
• Use soft CTAs (“Learn More” or “Download Free Guide”)

Landing Page Content:Direct visitors to a resource hub, blog post, or lead magnet (e.g., an eBook or webinar). Use this stage to build your email list for further nurturing.

Pro Tip: Use display ads or video campaigns to boost brand awareness. These formats are ideal for reaching audiences who aren’t actively searching but might still find value in your solution.

2. Consideration Stage: Nurture and Educate

Once prospects have engaged with your awareness campaigns, it’s time to build trust and demonstrate value. Retargeting is your best friend here.

Tactics to Try:

• Retarget visitors who engaged with your Awareness campaigns but didn’t convert.
• Bid on mid-funnel keywords (e.g., “[product category] comparison” or “[problem] solutions”).

Ad Copy Tips:

• Emphasize your unique selling points (“Only SaaS platform with [key feature]”).
• Use CTAs like “See How It Works” or “Compare Plans.”

Landing Page Content:This is where testimonials, case studies, and explainer videos shine. Offer clear next steps like scheduling a demo or starting a free trial.

Pro Tip: Set up dynamic retargeting ads tailored to the specific pages or content your audience has already visited.

3. Decision Stage: Seal the Deal

When prospects are nearing a purchase, your ads need to focus on reducing friction and highlighting urgency. Decision-stage campaigns should target bottom-funnel keywords (e.g., “Best SaaS tool for [problem]”).

Ad Copy Tips:

• Use urgency (“Limited-Time Offer” or “Start Today”).
• Showcase clear CTAs (“Get Started Now” or “Try Free for 14 Days”).

Landing Page Content:Keep it simple: clear pricing, a quick CTA, and proof of value (e.g., user reviews or a money-back guarantee). Reduce distractions and make the path to conversion seamless.

Pro Tip: Use Google Ads’ lead form extensions for quick conversions without requiring a landing page visit.

‍

Building a Sustainable PPC Strategy

While it’s tempting to focus solely on bottom-of-funnel conversions, remember that sustainable growth in SaaS requires a balanced approach. By investing in all stages of the funnel, you’ll build a pipeline of qualified leads that pays dividends over time.

For more advanced tips on creating a PPC strategy tailored to SaaS growth, check out our SaaS PPC Agency services. Or, if you’re looking for a partner to refine your funnel, our SaaS Marketing Agency team is here to help.

Final Thoughts: Patience Pays Off

SaaS success with PPC is a marathon, not a sprint. Prospects who aren’t ready to buy now might be your best customers six months down the line—if you stay top of mind with strategic campaigns.

Want to unlock your SaaS brand’s full potential with paid ads? Let’s chat about creating a strategy that’s built to convert at every stage of the funnel.

‍