3 Google Ads Case Studies for SaaS to get 6 figure $

We have curated three Google Ads case studies for SaaS from experts that touched 6-figures!

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Note: SaaSwrites is a curated growth marketing hub and resource built to help SaaS founders grow their products. We sincerely thank all our experts for their constant value addition to this world.

Updated on: 06/09/2022

Case Study 1: Helping a SaaS make $104,000 in 5 days with Google Ads

Collin Schmelebeck shares how he made a SaaS client $104,000 in 5 days with only $1,900 ad spend.

Collin shares his 6 figure SaaS earnings through Google Ads

I took over this account in mid-Feb

but due to complex business structure...

I wasn't able to fully lock in my campaigns until about 2 weeks ago

this company was vastly overspending on keywords & irrelevant search terms

here is how I fixed it:

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Read: How Ads can help you grow your SaaS

Complete Account Audit

business offers and competitor analysis

google property overhauls (Analytics/Tag/Ads)

Created Accurate Offline Conversion Tracking

With HubSpot, we were able to track the 6+ month sales funnel properly.

Then we attribute it directly to our campaigns

Google Ads Account Restructure

poor planning leads to poor performance...this was the case here

too many campaigns going after too many offers

simplified the account from 15 campaigns to 3

updated the ad copy to reflect keyword themes

added 1000+ negative keywords w/ lists

removed unprofitable keywords over the last 90-180 days (cross-referenced with attribution)

Strategy Moving Forward

bid very aggressively (CPCs $100-200) to get more demos in the door

then allow their sales team to close deals

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Read: How Google Ads help grow your SaaS

Case Study 2: How to grow a Twitter Scheduling SaaS Tool with Google Ads

Collin shares what we would do to grow TweetHunter with Google Ads:

If I were running Google Ads for @TweetHunterIO

This is how I would grow them to be the largest tweet scheduling platform that exists.

What's our goal?

Increase MRR to $100k/mo while becoming the most trusted tweet scheduler on the planet

How are they different?

Positioning & Performance

Tweet Hunter = growing your audience as fast as possible

so you can accomplish our goal (clients/network/etc)

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Read: Google Ads Tips to grow your SaaS

What’s the ad spend

Let's say for the fun of it we have $20k/mo in ad spend

We need to allocate a portion of the budget for

growth (75%): getting new trialers

asset protection (5-10%): brand positioning

LTV Enhancement (20-25%): prospect follow-up

let's break this down:

Primary focus on growth

Can't get to $100k MRR if you don't grow subs (duh)

So we need to focus a majority of our spending on cold traffic

How do we convert tho?

1. Killer Positioning (already done)

2. Targeting & Relevance

3. Social Praise

Growth Campaigns Strategy

Search | Awareness Level

top of funnel research queries

Search | Intent Level

bottom of funnel commercial queries

Discovery/Display | Audience

in-market or similar to customers

Search/Display | Competitor

low hanging fruit

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Read: How to select the Google Ads Keywords

Asset Protection Strategy

Once other players in the space catch on to the disruptive force that is @TweetHunterIO

They're going to start coming after the brand name and customers

let them

So what do we do?

Search Brand

focus on USP
maintain product quality and messaging

other players catching up with your Google ads campaign

LTV Enhancement Strategy

Once we nail our targeting, free trials are going to be coming out the ass

naturally not everyone is gonna convert

some will never

but...

a lot can be CONVINCED to come back as a paying sub

For example

they forget
competitor trial
how with Google?

Mixed retargeting campaigns

Combine general & detailed retargeting

1. YouTube (Gen)

all users (sales journey defines time length)

2. RSA x RLSA (Gen)

be there when they're interested

3. Display/Discovery (Targ)

keep messaging ONLY to each specific audience

Why will this work?

Because of high AOV & LTV

Tweet Hunter starts at $29/mo and goes to $49/mo

They have a good amount of spend to acquire new customers (potentially even breakeven 1st month)

Case Study 3: Google Ads campaign to scale a SaaS with 8.0 Return on Ad Spend

Jackson Blackledge shares how his clients are getting 8.0+ ROAS right now.

That means for every $1,000 they put in, they’re getting $8,000 out.

The key is using Google Ads for targeted lead generation.

Here’s how you can do the same:

Before we get into it, I should explain some basics.

First, these clients get recurring revenue from their offers.

For agencies, that’s a service.

For SaaS companies, it’s a software tool.

The math for a lot of them is something like this:

Cost per lead = $300

Close rate on calls = 30%

Cost of service or SaaS = $2000/mo

The aerage length of subscription = 4 months

With relatively low costs and an 8.0+ ROAS, that’s a lot of profit.

This is the basic process…

Set Up A Sales Funnel

Your main website can work, but you probably want to set up a dedicated sales funnel.

This makes testing and optimizing way easier.

Choose a sales funnel software, write your copy, then build it.

Choose Your Keywords

Your keyword options are broad, modified broad, phrase match, and exact match.

Which one you choose (and the words you choose) will depend on your offer.

You can find them with Google's tool or with a 3rd-party option.

Choose Negative Keywords

This is one a lot of people miss.

You don’t want to just target keywords.

You also want to avoid negative keywords.

This improves the quality of your traffic by excluding people who aren’t in your target audience.

Brainstorm Angles

Things you should write down:

Who your ideal audience is

What they want most

What they don’t want most

Their age, location, and income

Why your offer works

The proof you have for it working

This will get you ready to write your ads.

Create Your Search Ads

You want your search ads to:

Be concise

Focus on benefits

Possibly highlight uniqueness

Possibly highlight a results guarantee

There are a lot of angles and audiences to choose from.

Create multiple versions to test and optimize.

Looking for more?

Here is a powerful case study from poweredbysearch on a B2B Fitness SaaS growth with Google Ads.