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25+ Google Ads Strategies for SaaS that can bring 50X TROAS!

We curated a list of Google Ads strategies for SaaS products from Google Ads experts!

We have curated a list of 25+ Google Ads Strategies for SaaS from experts to crush your next Google ads campaign.
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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.
Colin Schemelebeck recently increased a brand’s revenue By +46% in 120 days
It came down to 4 basic strategies he created from Day 1. This is what happened:
How much of a revenue lift did he add? from $160k in Revenue from Google to $234,000 in Revenue from Google [+$73,000 or +46% compared]
Here’s the approach:
1. Followed The Funnel Approach
2. Shopping Is Still A Thing
3. Segmented Remarketing Strategies
4. Experimented w/ Budget
Let’s dive deep:

1. Followed The Funnel Approach

Create Google Ads Campaigns for each stage of the funnel.
  • Growth Campaigns
  • Nurturing Campaigns
  • Brand Campaigns
  • LTV Campaigns
Each part of the funnel is crucial for overall account success
Need to scale? Growth focused Need more profit?
Need more profit? → Create nurturing-focused campaigns
Need more visibility? → Create brand-focused campaigns
Need more retention? Create LTV-focused campaigns

2. Utilize standard shopping Ads

This client had a good Smart Shopping Campaign. Then Performance Max happened...our efficiency dipped quickly.
I transitioned our PMAX campaigns into segments + standard shopping
Lesson: Don't forget about Shopping ads.
Google Shopping Ads is still alive and true for SaaS products too!
Google Shopping Ads is still alive and true for SaaS products too!

3. Segmented Nurturing Campaigns

Gone are the days of basic-as-hell re-marketing campaigns and ads.
Earlier, you could go well with:
  • targeting all website visitors
  • basic creatives and copy
Now, you need to flip this on its head to maximize remarketing with:
  • segmented audience lists
  • specific copy
 

4. Always Set a Budget For Experiments

What is your job as a media buyer? Spend the money and get the maximum return possible!(preferably new customers lol).
So you create a strategy and execute but can you improve?
Always have 1+ tests running to see what truly works!

Jackson Blackledge recently passed over $45 million in revenue generated with Google Ads.
Here are 10 strategies he wishes he knew about sooner:

5. Do Proper Testing

Everyone knows you need to A/B test.
But not everyone knows how to do it.
You need to control every factor besides what you’re testing.
Most people test too many things at once, and they never get anywhere.

6. Tweak your Ad Schedule

There are a ton of targeting factors on Google.
Time is one of the lesser-used ones, but it can be very powerful.
Go into your analytics and see if a certain time slot is converting better than the others, then test a campaign with that time slot only.

7. Remove Losing Products

Some products are worth having in your store, but people don’t like them enough to click on them in Google Ads.
If you find yourself in that situation, remove those products from your ads.
This is an instant ROAS booster.

8. Use Recommendations Right

Google recommends changes to your strategy all the time.
It can be tempting to auto-apply them, but you shouldn’t.
At the same time, you shouldn’t ignore them.
Don’t auto-apply, but review them often and decide case by case.

9. Adjust For Cold & Hot Traffic

A lot of people don’t even know that you can retarget with Google Ads.
Even the ones who do often use the same ads for both audiences.
You should retarget with ads specifically created for hot and cold audiences.

10. Let Google Take Control

It’s tempting to try and control every aspect of your ad account, but more often than not, the Google algorithm knows what it’s doing on things like bid strategy.
Give it more control, and I bet your performance will improve.

11. Device Targeting

This is another overlooked test you can run.
Sometimes, different devices (mobile, desktop, etc) perform differently.
Create campaigns for each device type to find out.

12. Location Targeting

This one is less overlooked, but many advertisers still ignore it.
I’ve found location targeting to be crucial for many brands.
Check your data to see where you’re converting best, then run a test campaign in those areas only.

13. Put Brand Name In Titles

Having your brand name in ad titles increases brand awareness and captures people searching specifically for your brand.
Long-term (and maybe short-term too), it’s best to have your company name in ads.

14. Do Deep Research & Adjust For Different Angles

This principle applies to all advertising.
You probably won’t be successful using the same angles for every ad.
Instead, do deep research, find angles, create ad sets for each angle, and test until you find big winners.

Jackson continues to share 8 stupid simple Google Ads strategies that you can implement quickly and start earning from in a matter of weeks:

15. Narrow By Location

Most advertisers target a handful of countries.
This can work, but it’s sometimes too broad.
Narrow to just your best-performing countries, or even go down to the region/city level.
This can help you build momentum before expanding.

16. Create Remarketing Campaigns

People who are familiar with your brand convert better.
It’s that simple.
Set up proper tracking so you can show ads to people who have already visited your site.
Also, if you have a customer list, upload it to Google.
Every brand is different, but search ads tend to convert better than other types.
That’s why I start with them for almost every brand I work with.
In most cases, focus on the search first, then expand.

18. Target “Buying Intent” Keywords

The search “how are watches made?” could be from a buyer or a browser.
“Best watches for under $200” is almost certainly a buyer.
Narrow your keywords to ones with buying intent to raise ROAS quickly.

19. Use Negative Keywords

If you sell billiards equipment, you don’t want to show your ads to people looking for swimming pool toys.
Negative keywords help you raise your quality score and profits.

20. Play Around With Ad Extensions

There are 10+ extensions you can add to your search ads, depending on your business type.
 

21. Optimize Your Landing Page

The best landing pages have fast load speeds, interesting headlines, solid copywriting, and tons of social proof.
Give yours a quick makeover, and your profits will shoot up.

22. Juice Up Your Offer

Your offer is probably the most important factor in earning online.
Improving it is often difficult, but there are ways to do it quickly and easily.
For example, you might add a killer refund guarantee to build trust and lessen risk.

Those are the quick ones. Slower ones are getting better product photos/videos, doing extensive copywriting A/B tests, building out email marketing, and more.
Start with the easy wins, then go from there.

Brook Hiddink shares 4 Google Ads secrets he’s learned from spending nearly $500,000 of his own.
Use these tricks to 2x your TROAS in the next 30 days.

23. Dynamic Search Ads

Once you have enough conversions, use Dynamic Search Ads with a TROAS goal.
For example:
I segment my campaign into 3 Ad groups based on margin.
I bid more aggressively on the higher margin products.
Dynamic search ads based on margin segmentation.
Dynamic search ads based on margin segmentation.
This campaign has hit 880% ROAS within the account (very difficult to get accurate attribution with high ticket items).
Real number is likely about 25-30% higher.

24. Targeted Display Remarketing Ads

Create audiences based on your brand URLs.
For example, 60-Day Website Visitors of [Brand Name] Product Pages.
Then run a Display retargeting campaign of those brand's products to people who visited those pages on your store.

25. Split-test identical search text campaigns

Split-test identical search text campaigns using broad match and phrase match on automated bidding. Previously, just used the phrase match but now see broad match winning by a large margin.

26. Split your Shopping Campaigns into three tiers

I run a 3 layered waterfall sculpting approach for my shopping campaigns to focus on branded/long-tail search terms.
But I have 3 versions of these campaigns:
Customers are split into three tiers.
Customers are split into three tiers.
  • Platinum: Top 20% selling products | Gets about 65% of the spend.
  • Gold: Next Best Products (20-50%) | Gets about 25% of the spend
  • Bronze: Lower performing products (50-70%). | Gets about 10% of the spend
I don't spend anything on low margin/low performing 30%.

That’s it! Those were the 26 high-paying Google Ads Strategies from experts!
Is there a better strategy that worked for you? Let me know and I’ll help include in this article.