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The Ultimate Google Ads Quickstart Guide for SaaS Companies (2024)

Donald Ng
May 14, 2024
5-star rating
Reviews on Capterra

Google Ads can be a powerful tool to help SaaS companies reach target audience and drive sales when it was done right.

With a significant portion of internet users relying on search engines to find information, leveraging Google Ads can help you connect with potential customers who are actively searching for solutions like yours.

In this comprehensive guide, we'll provide actionable steps to help you leverage paid ads to find the right audience, improve your sales, and enhance your product.

Understanding the Marketing Funnel

Marketing processes are not linear, and it's essential to understand the concept of the funnel. The funnel visualizes the customer journey from awareness to conversion and advocacy.

Paid ads are particularly useful when you're starting from scratch, don't have an audience, or want quick validation. However, it's crucial to leverage every piece of data and content you collect to maximize your investment.

For example, let's say you have a new SaaS product that helps businesses manage their social media presence. You can use Google Ads to target potential customers who are searching for "social media management tools" or "social media automation."

By driving these users to your website and collecting their information through lead magnets or free trials, you can nurture them through the funnel and eventually convert them into paying customers.

The Trinity and the Auction

Google Ads allow you to capture a customer's immediate desire, and it's essential to respect the trinity: keywords, ads, and landing pages.

These three elements should work together seamlessly to please both Google and your customers.

The Google Ads auction works based on a combination of factors, including the bid amount, the quality score of the ad, and the expected impact from ad extensions and formats.

For instance, if you're targeting the keyword "project management software," your ad should mention the benefits of your software and how it can help businesses streamline their projects.

Your landing page should then provide more details about your product, showcase its features, and include a clear call-to-action (CTA) to encourage users to sign up for a free trial or request a demo.

Quickstart Guide

1. Campaign Creation (Important)

Create a search campaign, always EXCLUDE the display network and search partners, those are really bad and bring you low quality traffics.

Start with the "Conversions" bidding method with a Target CPA (Cost per action) to drive the maximum number of conversions, i.e. signups, purchases, etc.

Always set a Target CPA and never let Google algorithm decide for you as you can easily pay up to $50 per clicks which is absurd. Safe guard yourself with a limited Target CPA, but keep in mind that the final Conversion value may be ~20% more or less from your initial defined value.

2. Keywords

Use broad keywords to find if users are searching for your offering, understand your competition, and discover what users are looking for.

Think about what your customers will input on Google to find you.

For example, if you offer a customer relationship management (CRM) tool, you might start with broad keywords like "crm software," "customer management," or "sales automation."

How to Measure Google Ads Performance?

As you gather more data, you can refine your keyword list and focus on the most relevant and profitable terms.

3. Creative (Ads)

Use all available assets and let Google optimize for you. Ensure your ads contain keywords and are adherent to the landing page text. Test different copy styles and angles to see what resonates with your audience.

For instance, you can create ads that highlight your product's unique selling points (USPs), such as "Boost your sales with our AI-powered CRM" or "Streamline your customer management with our intuitive platform."

Experiment with different ad formats, such as responsive search ads or expanded text ads, to see which ones perform best.

4. Budget

Be mindful of your budget, as Google Ads can consume it quickly.

Start with a higher daily budget to access higher quality auctions, but control your single bid to avoid overspending. Exclude irrelevant countries and monitor your campaign closely.

5. Start

Launch your campaign and monitor the search terms to gain insights into what people are searching for. Analyze the data and make informed decisions about promoting or excluding keywords.

6. Optimization

Continuously refine your campaign by promoting search terms, testing different keywords, excluding irrelevant ones, and experimenting with ad copy and landing pages. Use data to drive your decisions and establish thresholds for optimization.

For example, if you notice that a particular keyword is driving a lot of clicks but not converting, you might want to adjust your landing page to better address the user's intent.

Alternatively, if you find that a specific ad copy is outperforming the others, you can allocate more budget to that ad and create similar variations to test.

7. Scaling

Once your campaigns are stable and profitable, consider scaling vertically (increasing budget) or horizontally (expanding to new keywords or products). Be aware of the limitations and challenges associated with scaling.

In-Depth Topics


Implement proper tracking using Google Analytics 4 to understand which ads and keywords are driving conversions and engagement. Use custom reports to gain granular insights.

For instance, you can set up conversion tracking to measure how many users are signing up for your free trial or requesting a demo after clicking on your ads. You can also create custom reports to analyze the behavior of users from different channels or demographics.


Master the art of writing compelling ad copy and landing pages. Test different angles and draw inspiration from successful ads in your niche.

For example, you can experiment with different value propositions, such as emphasizing your product's ease of use, its advanced features, or its customer support. You can also use social proof, such as customer testimonials or case studies, to build trust and credibility.

Budgets & Scaling

Understand the concepts of vertical and horizontal scaling, and know when and how to scale your campaigns effectively.

Vertical scaling involves increasing your budget for existing campaigns that are performing well, while horizontal scaling involves expanding to new keywords, ad groups, or products. It's essential to strike a balance between the two and ensure that your campaigns remain profitable as you scale.

Landing Pages

Create targeted, relevant, and persuasive landing pages that align with your ads and keywords. Test and optimize your landing pages for better conversion rates.

For instance, if you're targeting the keyword "project management software for small businesses," your landing page should focus on how your product can help small businesses manage their projects more efficiently.

Use clear and concise language, include visuals or videos to demonstrate your product's features, and provide a prominent CTA to encourage users to take action.

Additionally, you should also use website personalization to maximize your conversion rates and showing personalized content to your visitors with relevant keywords based on their UTM.


Focus on the lifetime value (LTV) of your customers and aim to maximize their value through retention and upselling. Understand the relationship between customer acquisition cost (CAC) and LTV.

For example, if your average customer pays $100 per month for your SaaS product and stays with you for an average of 12 months, their LTV would be $1,200. If your CAC through Google Ads is $200, you would have a healthy LTV:CAC ratio of 6:1. However, if your CAC increases to $500, your ratio would drop to 2.4:1, which might not be sustainable in the long run.


Google Ads can be a powerful tool for SaaS companies to reach their target audience and drive sales.

By following the actionable steps outlined in this guide and diving deeper into the in-depth topics, you can create effective campaigns, optimize for better performance, and ultimately grow your business.

Remember to be data-driven, test continuously, and always keep your customers' needs at the forefront of your marketing efforts.

With the right strategy and execution, Google Ads can help you unlock new opportunities and take your SaaS business to the next level.

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