
10 Proven SaaS LinkedIn Ads Tips To Drive More ROI
Want to drive qualified pipeline and revenue from your LinkedIn Ads campaigns?
I’ve worked with 50+ startups, and managed 7-figure LinkedIn ads budgets for B2B SaaS.
My goal with this article is to show you ten proven tips for improving your LinkedIn ads ROI.
Irrelevant of the order, all of these tips have equal importance.
Let’s jump into it! 🚀
TABLE OF CONTENTS:
- Tip #1: Use auto bidding for the first 7 days of a new campaign
- Tip #2: Never use the Audience Network
- Tip #3: Penetrate your audience with the reach objective
- Tip #4: Leverage exclusions for focus
- Tip #5: Job functions give you best visibility and reach
- Tip #6: Always start with even rotation upon launch
- Tip #7: Check your demographics report weekly
- Tip #8: Target mobile devices exclusively with 628 x 1200
- Tip #9: Review your performance by device
- Tip #10: Use LinkedIn’s bulk import and export feature
Tip #1: Use auto bidding for the first 7 days of a new campaign
When launching a new LinkedIn Ads campaign start with automated bidding for the first week.
The thought process behind this is it will give LinkedIn’s algorithm enough time to learn and give you an average bid of what it takes to win auctions for your target audience.
After the first week switch to manual bidding and set the bid amount 20% lower than your average.
This works almost 99% of the time allowing you significant cost per click reductions.
Once you make the switch keep an eye on your daily spend over the next five days, if you set your bids too low it can negatively impact your visibility.
The key is to find the optimal bid between cost and maximum visibility (ex: impressions, views).
Give it a shot and send me a DM on LinkedIn with how much money you save! 🤑
This tip applies to traffic and conversion campaigns.
Tip #2: Never use the Audience Network
This one might be a bit controversial, but no matter what you LinkedIn reps say this is a no no.
If you’re not familiar, the LinkedIn audience network is a conglomerate of website partners.
This allows you to distribute your content outside of LinkedIn and on their websites.
Sounds amazing in theory but in practice the problem with the audience network is:
🔴 90-95% of your ENTIRE LinkedIn Ads budget is spent on websites outside of LinkedIn
Which completely destroys the point of running LinkedIn ads in the first place 😂
The LinkedIn algorithm always prioritizes the audience network because it’s cheaper and it’s trying to optimise for the greatest number of impressions for the lowest cost with your budget.
I’ve personally tested the audience network over multiple quarters with the same exact campaign and the only difference is one is using the audience network and other isn’t.
The campaign using the audience network had a CTR of 0.03% compared to 1% without.
You also have no ideas which websites placed your ads as it’s a black box.
Save your budget and improve your ROI by turning it off.
Tip #3: Penetrate your audience with the reach objective
If you’re trying to reach a large audience (ex: target account list) and want to do so in the most cost effective way, leverage the reach campaign objective.
Obviously if you’re trying driving the most clicks then this tip wouldn’t be applicable.
Instead in that case you should focus on using the website visits objective.
The caveat here is if you truly know:
- Your ideal customer profile
- That your content resonates with them
Then you can make the case that these people will click through anyways regardless of objective.
Through testing I’ve found that if you have great content using reach you’ll actually serve towards more people and generate more net new clicks given the reduction in CPM costs.
The major benefit of reach is that it is optimised for driving more unique impressions per viewer.
Pro tip:
Contact your LinkedIn Ads rep to send you a report on audience penetration on a monthly and quarterly basis to see how many unique users you’re reaching in your target audience.
Tip #4: Leverage exclusions for focus
Most LinkedIn advertisers underestimate the power of exclusions.
It’s one of those things most leveraged but not to its fullest capability.
Everyone knows you need to exclude the obvious things like competitors, students, customers, etc…
But they haven’t built the habit of checking LinkedIn Demographics Report once per week to find irrelevant titles for exclusion.
It’s really important to be mindful of multiple current roles when excluding as you can accidentally block your ads from being visible from high value audience members.
For example, let’s say you only help businesses with more than 1,000 employees.
Conventional logic would be exclude people who work at companies with < 1,000 employees but what happens when your perfect prospect:
- Volunteers at a nonprofit organization with < 100 employees
- Started a side hustle that only has with a size of “myself only”
The answer is, they won’t see your ads.
Remember that exclusions are always prioritised over inclusions.
When excluding focus on using job titles to refine your audience and prevent accidental conflicts.
Tip #5: Job functions give you best visibility and reach
This point is a bit controversial but from my own testing I’ve found job functions give you better visibility and reach than job titles.
This doesn’t mean you should never use job title targeting, I’ve actually found for certain personas titles work better than functions but if you’re in the following scenario:
- Targeting a high value account list
- Promoting ads that speak to a general pain point/benefit
- Your ideal audience has a million variations of the same title
Then you’re better off using job functions to reach as many relevant audience members.
Here’s some great combinations of job function targeting to test:
- Job functions AND seniority
- Job functions AND seniority AND member skills OR interest
Make sure you’re checking your demographics report on a weekly basis to find all the irrelevant job titles you’re reaching and exclude them on an ongoing basis.
This process can take up to two and half months but the goal is to eventually get to the point where you only see relevant titles inside of the demographics report.
Highly recommend excluding unpaid, training, and entry seniority as a starting point.
Pro tip:
Study LinkedIn profiles of your best prospects and take note of the member skills, certifications, and schools they’ve listed to find commonalities for targeting.
Tip #6: Always start with even rotation upon launch
When launching your new campaigns you have the option to choose how to serve your ads.

The thought process behind this is you want to understand which ad will perform the best by receiving enough budget for proper testing.
Unfortunately if you start with optimising for performance LinkedIn will prematurely assign 40-50% of your budget to one variation of ad while the others only receive what’s remaining.
In order to avoid this, start with rotating ads evenly for the first 7-14 days when launching a new campaign to serve budget equally and then switch to optimise for performance.
Tip #7: Check your demographics report weekly
I’ve hinted at this multiple times across all these tips but it’s so important to driving a return on investment with LinkedIn Ads that it deserves to be its own tip.
You need to know what’s happening across your account.
Review your demographics report for:
- Ad performance
- Campaign performance
- Campaign group performance

This will ensure your budget is going towards reaching the right people and companies.
Pro tip:
LinkedIn has reporting minimums when using the demographics report in platform, get around this by using a third party data connector to push the data into G-Sheet or Looker.
Tip #8: Target mobile devices exclusively with 628 x 1200
LinkedIn has a 628x1200 image ad spec that allows you to only appear on mobile devices.
If you know that your audience performs well for you on mobile devices you can set up a campaign leveraging this specific image ad dimension to serve exclusively on LinkedIn mobile.
The same is true for targeting desktop devices with text or spotlight ads.
Learn more about your audiences device behaviour with Google Analytics 4:

Tip #9: Review your performance by device
You can review your performance in LinkedIn by clicking on Breakdown > Impression by Device Type
The AdConversion team analysed 10,000,000+ impressions and found:
- 85.1% of impressions serve on Mobile App
- 9.6% of impressions serve on Desktop Web
- 5.3% of impressions serve on Mobile Web
That’s 90.4% of total impressions serving on mobile devices! 🤯

Pro tip:
Use the LinkedIn Ads preview to see what your ad will look like when displayed on mobile and optimise your copy to best fit this device over desktop.
Tip #10: Use LinkedIn’s bulk import and export feature
This tip is one that even my most savvy marketing friends aren’t aware of.
Changing bids, and creating campaigns on LinkedIn is a REAL pain.
You don’t need to suffer this pain and instead can use LinkedIn’s bulk import and export feature.
You can simply just export your ads, campaigns, or groups to make bulk changes.
Voila, a task that would take hours has been cut down into minutes.
Learn more about bulk actions in this article by LinkedIn.
Hope you found these 10 tips valuable! 👏
Implement the ones that resonate most with you to improve your ROI from LinkedIn Ads.
Connect with me on LinkedIn, if you have any questions or want to connect!
Master B2B LinkedIn Ads with these 3 Free Courses:
If you want to become a LinkedIn Ads pro, check out my free B2B LinkedIn Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.

Here's what you'll learn in each course:
⚙️ B2B LinkedIn Ads 101 - The Ultimate Crash Course for New LinkedIn Advertisers
- Foundations For LinkedIn Ads Success
- Measurement: Tracking & Key Principles
- Targeting: Reaching Your Dream Buyers
- Ads: Mastering The 9 Ad Formats
🎯 B2B LinkedIn Ads 102 - The Blueprint for LinkedIn Ads Optimization
- Monitoring: How To Spot Performance Trends
- Auditing: How To Find The Darlings You Need To Kill
- Reporting: How To Transform Data Into Insights
- Optimization: How To Make Your LinkedIn Ads Profitable
🚀 B2B LinkedIn Ads 103 - Advanced Scaling Strategies From $25M In Ad Spend
- Concepts of Scaling
- Divide and Conquer
- Learnings From $25M+ In LinkedIn Ad Spend
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively research my customers to improve LinkedIn Ads targeting?
To gain a deeper understanding of your customers, watch 3-5 sales calls recommended by your Head of Sales. Analyze how the sales team presents the product and ensure your messaging aligns. Additionally, use tools like ChatGPT to develop content matrices and empathy maps from call transcripts, summarizing top pain points of your prospects. 
What strategies can I use to distribute and repurpose content for LinkedIn Ads?
Distribute valuable content that addresses your audience’s pain points and showcases your expertise. Repurpose high-performing content into different formats, such as turning a blog post into a video or infographic, to reach a broader audience and maintain engagement. 
How can I leverage Subject Matter Experts (SMEs) in my LinkedIn Ads?
Utilize your SMEs for thought leader ads by having them post insightful content on their personal profiles. Promote these posts through your company’s LinkedIn Ads to build credibility and trust with your target audience, positioning your brand as an industry leader. 
What tracking setup is recommended for LinkedIn Ads?
Implement a comprehensive tracking system that combines LinkedIn’s Insight Tag with your CRM and marketing automation platforms. This setup enables accurate tracking of leads and conversions, providing valuable data to optimize your campaigns effectively. 
Why is a long-term commitment important for LinkedIn Ads success?
Committing to at least six months allows sufficient time to test, learn, and optimize your LinkedIn Ads campaigns. This duration helps in understanding what resonates with your audience and enables continuous improvement, leading to better results over time.
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Other Articles You May Enjoy.

B2B Advertising in 2024: The Definitive Guide
Today I’m going to give you a crash course in B2B advertising.
In this comprehensive guide I’ll cover:
- What is B2B advertising?
- 7 ways B2B differs from B2C
- 20 B2B Terms and Metrics you need to know
- Top 3 B2B Revenue Models
- B2B ad examples by revenue model
- How to create a B2B advertising strategy
- The Five Stages Model
- The Best B2B Ad Channels
- Advice from 20 B2B Advertising Experts
So if you need to get up-to-speed on B2B as quickly as possible, you’ll love this guide.
Let’s get started 🔥
What Is Business-to-Business Advertising?
B2B advertising is the process of any paid marketing efforts directed toward influencing multiple individuals within a company for a purchase decision (known as a buying committee) vs a single consumer.
7 Differences between B2B and B2C Advertising:
- Longer sales cycles (3 - 36 months)
- Larger average deal sizes (< $1,000 - $250,000+)
- More stakeholders involved in the purchase decision (ex: c-suite, finance)
- Focus on impacting the entire buyer's journey not just the first conversion (unlike B2C).
- Smaller audiences (< 300,000) with a focus on reaching the right person and company vs B2C with broad audiences ( > 300,000) as more people can purchase your product.
- B2B requires strategic alignment between marketing and sales as you’re joining forces (inbound and outbound) to win accounts.
- B2B supports multiple revenue models, the big three being; product-led, sales-led, and hybrid. Whereas e-commerce is solely product-led.
Check out more examples in the article: B2B vs B2C Advertising: 8 Differences & Examples You Need To Know.
20 B2B Terms and Metrics you Need to Know
One of the first things you realize when you get into B2B is how much jargon there is! MQL, SQL, ACV, ARR, and the list goes on!
In order to make sure you understand the language, here’s 20 B2B terms and metrics you need to know:
Unfortunately there are many more terms you’ll need throughout your B2B career 😂 and every company creates their own (it’s a constant struggle) but these 20 will give you a solid foundation. For a great list of b2b terms check out our B2B Advertising Glossary.
Top 3 B2B Revenue Models
If you’re working in B2B there are three common revenue models you’ll likely work with.
If your job is to promote this organization, understanding the revenue model is key as it will change everything from how you approach your strategy, the offers you choose, channels, and more.



B2B Ad Examples by Revenue Model:
Sales Led
Product Led
How to build a full-funnel B2B Advertising Strategy
Now that you know how B2B differs from B2C.
How do you build a full-funnel B2B advertising strategy?
Full-funnel refers to building a strategy that covers all touch points along the customer journey.
This means advertising to individuals who are (e.g. Eugene's Schwartz Stages of Awareness):
- Unaware = have no clue they even have a problem in the first place (ex: blissfully mismanaging customer relationships)
- Problem Aware = know they have a problem but are not sure how to solve it (ex: realize managing customer relationships is important but don't know how).
- Solution Aware = need help deciding on the right solution (ex: should I use Google Sheets, a filing cabinet 😂 or a CRM?).
- Product Aware = know of your brand/product but not sure if you're the best option (ex: comparing CRM software; Salesforce vs HubSpot vs Pipedrive).
- Offer Aware = know of your brand and exactly how you can help but need some nudging (ex: pricing discounts, better contract terms, customer references).
- Most Aware = Existing customers, familiar with your brand and working with you (ex: referral program).
Understanding your prospects' stage of awareness allows you to create messaging, and offers that better resonate with where they are in the customer journey.
It helps to have a model (think of it like a map) to make complicated topics simple.
We’re going to use The Five Stages model covered in our course Building a Paid Media Program.
Here’s how it works:
Based on the stage; the outcome, awareness level, offers, tactics, and KPIs differ.
- Outcome = the end goal you're trying to achieve in each stage.
- Awareness = the familiarity level of your brand/product/solution.
- Offers = what you're providing your target audience in each stage.
- Tactics = how you're going to actually execute your strategy per stage.
- KPIs = how you're going to measure success in each stage.
Let's dive into examples for each stage so you really understand!
The Five Stages Model
Stage 1: Create
Stage 2: Capture
Stage 3: Accelerate (Sales Led) / Activate (Product Led)
Stage 4: Revive
Stage 5: Expand
The Five Stages model allows you to plan across all the lifecycle stages past initial conversion.
Ultimately no one knows for certain where someone is in their buyer's journey and everyone moves through it at different speeds. Use your best judgment.
If you're confused on which stage someone would be, remember the target audience's level of awareness dictates the stage they fall under.
Which stage should you invest in?
Generally speaking if you want to maximize ROI in the short-term you should work from the bottom of the Five Stages and move towards the top (Expand → Create).
You don't have to build a full-funnel strategy at once, take it one stage at a time.
Putting The Five Stages into practice
- Decide on which stage you want to focus on based on the outcome you’re after. If you have a smaller budget (ex: < $5,000/month) focus exclusively on one stage first.
- Once you’ve decided on the stage fill in your budget, and leading + lagging KPIs. If you’re unsure of what KPIs to select refer to Module 5- Lesson 1 of Building a Paid Media Program.
- Next decide on which channels you’ll advertise on to reach individuals in this stage and how you’ll target them and exclude the wrong audience. If you’re unsure of what channels to advertise on, refer to Choosing the BEST channels.
- Finally decide on what offers you’re going to promote in these channels for this stage (the offers listed above are only examples to give you ideas).
- If you’re targeting multiple stages repeat steps 1-4 for each.
Click here to become an AdConversion student and get free access to The Five Stages planning template in Module 2 - Lesson 1 where we cover how to build your paid media strategy in depth.

After you’ve filled in The Five Stages planning template you now have your strategy in place and can easily move into execution and start assembling your campaigns, creatives, and messaging.
What are the BEST B2B advertising channels?
The obvious answer is where your audience hangs out online!
But not all channels are equal, some are more effective at certain stages.
Most channels can be grouped into these 5 primary categories ↓
How to decide on the best channel?
There's four key criteria to consider when deciding on a channel:
- Targeting options
- Media cost
- Reach
- Policy
Let's dive into each ↓
If the channel you’re considering meets all four of these criteria then you should consider running a test campaign for $100 to get your real average CPC & CPM.
Recommended Channels by Stage
Based on my experience these channels work best for each stage:
(Use this as inspiration not restriction)
Let this be a guide to help you get started, take what serves you and abandon the rest.
Test what works for you until proven otherwise.
Advice from 20 B2B advertising experts
One of the best parts about being in B2B is the quality of marketers in this space.
We asked 20 B2B advertising experts:
What’s 1 tip you’d share with new marketers getting into B2B advertising?

50+ Ad Specs for The Top 10 Ad Platforms
Have you ever wondered what dimensions does that ad require? 🤔
Then started searching to find the answer? (same here lol)
To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:
- Google Display Ad Specs
- LinkedIn Ad Specs
- Twitter (X) Ad Specs
- Quora Ad Specs
- Reddit Ad Specs
- YouTube Ad Specs
- Google Discovery / Demand Gen Ad Specs
- TikTok Ad Specs
- Meta Ad Specs
⭐️ Bookmark this article and refer back to it when you need ad specs.
Google Display Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
LinkedIn Ad Specs
Source: business.linkedin.com
Browse examples at: linkedin.com/ad-library/home
X (Twitter) Ad Specs
Source: business.twitter.com
- You can request to have video lengths increased up to 10 minutes
- Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)
Quora Ad Specs
Source: image ads, video ads
Reddit Ad Specs
Source: reddit.my.site.com
* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.
Youtube Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
Google Discovery / Demand Gen Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
TikTok Ad Specs
Source: ads.tiktok.com
Browse examples at library.tiktok.com/ads
Meta Ad Specs (Facebook/Instagram)
Source: business.facebook.com
Browse examples at: www.facebook.com/ads/library
Resources for Mastering B2B Advertising
Hope you found this ad specs article useful!
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
• Scale their ideas
• Level up their careers
• Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously I timed it 😂)
People Also Ask
How often do ad platforms update their ad specifications, and how can I stay informed about these changes?
Ad platforms periodically update their ad specs to accommodate new features or policies. To stay informed, regularly check the official guidelines of each platform and subscribe to their newsletters or blogs for updates.
What are the common pitfalls to avoid when designing ads to meet platform specifications?
Common pitfalls include using incorrect dimensions, exceeding file size limits, and neglecting safe zones, which can lead to ad disapproval or poor display. Always adhere to the latest specifications and test your ads across devices.
How can I ensure that my ad creatives are optimized for both desktop and mobile viewing?
Design responsive ads that adapt to various screen sizes. Utilize platform-specific preview tools to see how your ads render on different devices, ensuring readability and visual appeal across all formats.
Are there tools available to streamline the creation of ad creatives that comply with multiple platform specifications?
Yes, tools like Canva, Adobe Creative Cloud, and Figma offer templates tailored to various platform specs, simplifying the design process and ensuring compliance.
How do ad specifications impact the performance and effectiveness of my advertising campaigns?
Adhering to specifications ensures that your ads display correctly, preventing issues like cropping or distortion. Properly formatted ads enhance user experience, leading to better engagement and higher conversion rates.

3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know
Google Ads is a blessing and a curse.
You're blessed with intent and cursed with scale.
It’s a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.
In this article you’re going to learn 3 powerful strategies for scaling your SaaS google ads further.
This won’t solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.
Let’s dive into it 👇
TABLE OF CONTENTS
- Strategy #1: Broad Match Discovery
- Strategy #2: Advertising outside of English
- Strategy #3: Industry campaigns
Strategy #1: Broad Match Discovery
Before you click away I’m not talking about using broad match in the traditional sense.
Where you let Google show your ads for WHATEVER they think is relevant.
Broad match discovery is where you combine broad match keywords AND an audience.
It essentially means you’re giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.
I would not recommend testing this approach unless you have:
- Strong negative keyword lists
- Proven converting phrase match keywords
- Significant conversion volume (> 15/month)
The benefit is you get to scale your top keywords safely past phrase match.
How to implement broad match discovery:
Step 1: Find proven converting phrase match keywords
Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.
Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Once you’ve identified some worthwhile keywords it’s time for step 2.
Step 2: Brainstorm your targeted audiences
Google has 5 audience types you can leverage for targeting in your search campaigns.
- Your data = website visitors or contact lists
- In-market = people actively researching a given topic
- Life events = people who’ve accomplished a life milestone (ex: create a business, get married)
- Detailed demographics = industries, company sizes, education level.
- Affinity = people who are interested in a certain topic

You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.
If you’re dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.
Step 3: Setup a campaign experiment
The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.
You can easily AB test in Google Ads using the campaign experiments feature.
Located under Campaigns > Experiments

Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.
Strategy #2: Advertising outside of English
English is the most competitive language in the world with the majority of advertisers.
We’ve seen reductions of up to 70% in our average CPC targeting other languages.
If your company has the resources to sell in multiple languages – take advantage of localization!
Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).
You’ll reap the benefits of lower costs due to less competition.
The downside however with localization is search volume.
If you’re already advertising in English outside of North America and finding success, definitely recommend testing this strategy.
How to implement localized campaigns:
Step 1: Find proven converting phrase match keywords
Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.
Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Step 2: Brainstorm your targeted languages
Ask your internal team what languages your sales team is able to sell in.
Based on your options make a list of potential languages.
Next, if you’re advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.
If you can’t sell in this language then this strategy won’t make sense.
Step 3: Hire a local translator
Don’t make the mistake of relying on Google Translate to perform the bulk of your translation.
You’ll want to hire a translator that grew up in the area in which you want to advertise.
For instance, if you’re advertising in Portuguese.
The dialect for Europeans living in Portugal and those living in Brazil is very different.
A local Brazilian can tell if it’s not their dialect just like a native Portuguese.
I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.

These translations will make a world difference in your ad and landing page copy.
Strategy #3: Industry campaigns
Industry campaigns can be great for coverage and quality.
This is where you’re going to bid on a desired keyword and add a related industry term.
For example, let’s say bidding on the keyword “crm software” here’s how you can modify this keyword to make it industry specific:
- healthcare crm software
- crm software for fintech
- crm software for small businesses

The benefits of industry campaigns:
- Personalized ad copy that can yield greater CTRs
- Higher quality leads due to a more qualified search term
- Lower cost per click prices due to less competition
The downside however is search volume (the constant struggle of Google for SaaS 😅).
How to implement industry campaigns:
Step 1: Find proven converting phrase match keywords
Just like the other strategies we’re going to identify proven keywords first that we can create industry variations for.
Step 2: Brainstorm your target industries
Run a win rate analysis in your CRM and understand which industries have the shortest sales cycles and largest deal sizes? Based on your findings, prioritise the industries in which you want to target.
Step 3: Build and prevent keyword overlap
Once you have your keywords and target industries you’re ready to build your campaigns.
Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.
Otherwise you can have people seeing your generic ads for your industry terms.
Hope you found this article helpful!
Best of luck scaling your Google Ads campaigns for your SaaS.
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.

Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively measure the success of my Google Ads campaigns for SaaS products?
Utilize key performance indicators (KPIs) such as conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Implement tracking tools like Google Analytics to monitor user behavior and campaign performance.
What are the best practices for creating compelling ad copy that resonates with my target audience?
Focus on highlighting unique selling propositions (USPs), addressing customer pain points, and including clear calls-to-action (CTAs). A/B testing different ad variations can help determine what resonates most with your audience.
How can I optimize my landing pages to improve conversion rates from Google Ads traffic?
Ensure landing pages are relevant to the ad content, load quickly, and have a clear, concise design. Incorporate strong CTAs and minimize distractions to guide users toward the desired action.
What role does keyword research play in the success of Google Ads for SaaS, and how should I approach it?
Keyword research is crucial for targeting the right audience. Use tools like Google Keyword Planner to identify high-intent keywords relevant to your SaaS product, and consider long-tail keywords to capture more specific search queries.