3 Killer PPC Strategies to Onboard New SaaS Users Fast
Okay, let’s be real for a second.
You’ve built an incredible SaaS product, something that solves a genuine problem and makes people’s lives easier.
You’ve poured your heart and soul into the code, the UI, the branding—everything.
But here’s the cold, hard truth: a great product is useless if nobody knows it exists.
It’s like having the world’s most delicious cake but keeping it locked in a closet.
You need to get people through the door.
You need to start filling up those user accounts.
And that, my friend, is where the magic of **PPC for SaaS** comes in.
Specifically, using search ads to snag new users right when they’re looking for a solution like yours.
It’s not just about throwing money at Google and hoping for the best.
That’s a surefire way to burn through your budget faster than you can say “churn.”
I’ve seen it happen countless times.
The right way?
It’s about being strategic, a little bit clever, and understanding the user’s journey.
It’s about crafting a campaign that doesn’t just get clicks, but gets sign-ups.
Gets new users.
Gets you those sweet, sweet monthly recurring revenue numbers.
This isn’t some dry, textbook guide.
This is a no-BS, real-world playbook, forged in the fires of countless A/B tests and late-night campaign optimizations.
It’s filled with the kind of insights you only get from being in the trenches.
And I’m going to share it all with you.
So, let’s dive in and learn how to use **PPC for SaaS** to onboard new users with surgical precision.
—
Table of Contents
—
Part 1: The Foundation – Understanding the SaaS Customer Journey and How PPC Fits In
Before we even think about keywords or ad copy, we need to talk about the customer.
Think about your own experiences.
When was the last time you bought a new piece of software?
Did you just randomly see an ad and pull out your credit card?
Probably not.
The SaaS buying cycle is different from, say, buying a new pair of shoes.
It’s often longer, more considered, and involves multiple touchpoints.
This isn’t about impulse buys; it’s about solving a problem.
And your PPC strategy needs to reflect that.
I’ve seen so many campaigns fail because they treat every searcher the same.
They blast the same generic ad to someone just starting their research and to someone who is ready to sign up.
It’s like trying to propose to someone on the first date.
You’re going to get a lot of polite rejections.
Or, in this case, a lot of wasted clicks.
The **SaaS customer journey** can be broken down into three main stages:
1. Awareness Stage: “I have a problem, but I don’t know the solution.”
At this stage, the user is just realizing they have a pain point.
Maybe their current workflow is inefficient, or they’re spending too much time on a repetitive task.
They’re not yet searching for your specific product or a direct competitor.
They’re searching for the problem itself.
Think keywords like: “how to manage team projects,” “best ways to automate social media,” or “improve customer support efficiency.”
Your goal here isn’t to get them to sign up immediately.
Your goal is to become a trusted resource.
Your ad might lead to a blog post, a detailed guide, or a comparison article, not a signup page.
This is top-of-funnel stuff, and it’s where you start building a relationship.
It’s a long game, but a crucial one.
2. Consideration Stage: “I know there are solutions out there. What are my options?”
Now, the user knows what they need.
They’ve done their initial research and are now exploring different types of software and specific vendors.
They’re comparing features, pricing, and reading reviews.
Their search terms are more specific.
They’re looking for things like: “project management software for small businesses,” “HubSpot vs. Salesforce,” or “alternatives to Trello.”
This is where your PPC for SaaS strategy starts to get really targeted.
You can create specific ad groups for different types of solutions and competitors.
Your landing pages should focus on comparisons, features, and social proof.
You’re not just trying to inform anymore; you’re trying to persuade.
3. Decision Stage: “I’m ready to buy/sign up. I just need to choose one.”
This is the golden stage.
The user is at the end of their journey.
They’ve done their research, they know what they want, and they’re ready to pull the trigger.
Their search queries are transactional and often include your brand name.
Think “your brand name free trial,” “your brand name pricing,” or “sign up for your brand name.”
This is where you need to be absolutely present.
Your PPC ads should be hyper-relevant, with a clear call to action (CTA) like “Start Your Free Trial Now” or “Get a Demo.”
The landing page should be the sign-up page itself, frictionless and easy to navigate.
Understanding these stages is the fundamental first step.
If you try to use a one-size-fits-all approach, you’ll be wasting money on the wrong keywords and showing the wrong message to the wrong people.
You need a campaign structure that mirrors this journey.
And that’s exactly what we’re going to build.
PPC, SaaS, Search Ads, User Onboarding, Customer Journey
—
Part 2: The Strategy – 3 Killer PPC for SaaS User Acquisition Strategies
Alright, now that we’ve got the customer journey down, let’s talk brass tacks.
How do we actually use PPC to get those users in the door?
I’ve seen three strategies consistently outperform everything else.
They’re not mutually exclusive; in fact, the most successful SaaS companies use a combination of all three.
Strategy 1: The “Problem-Solver” Approach (Top-of-Funnel)
This strategy is all about targeting people in the Awareness and Consideration stages.
They’re not looking for your brand specifically, but they are looking for a solution to their problem.
This is where you show up and say, “Hey, I can help with that.”
It’s a huge opportunity because the cost-per-click (CPC) for these keywords is often lower than for branded or high-intent terms.
How to Execute It:
- Keyword Research: Think like your potential customer. What problems are they trying to solve? Use tools like Google’s Keyword Planner, Ahrefs, or SEMrush to find keywords related to those problems. Go broad but not too broad. For example, if you sell project management software, you’re not just bidding on “project management.” You’re bidding on “how to improve team collaboration,” “tools for remote project teams,” or “workflow automation software.”
- Ad Copy: Your ad shouldn’t scream “Buy my software!” It should speak to their pain point. Start with a question or a statement that resonates with their problem. For example, instead of “Our Project Management Software,” try “Struggling with Team Chaos? Get Your Projects Back on Track.”
- Landing Page: Crucially, the landing page should not be the signup page. It should be a piece of content that genuinely helps them. A blog post titled “The Ultimate Guide to Remote Team Collaboration” or a whitepaper on “5 Ways to Automate Your Marketing Workflow” will build trust and establish you as an authority. At the end of the content, you can then have a soft call to action, like “Ready to see how we can help? Start a free trial.”
I’ve seen this work wonders.
One of my clients, a CRM for small businesses, used this exact approach.
They targeted keywords like “how to track sales leads” and sent users to a detailed guide on lead management.
The cost per conversion was higher initially, but the quality of the leads was off the charts.
They were educated, engaged, and much more likely to become paying customers.
Strategy 2: The “Competitor Conquest” Approach (Mid-to-High Funnel)
This strategy is all about targeting people who are actively considering your competitors.
This is a high-stakes, high-reward game.
You’re essentially trying to poach users from someone else’s turf.
It’s not for the faint of heart, but if you have a genuine competitive advantage, it can be incredibly effective.
How to Execute It:
- Keyword Research: Your keyword list is straightforward here. You’re bidding on your competitors’ brand names. Think “Competitor X pricing,” “Competitor Y alternatives,” or “reviews of Competitor Z.” You can also use competitor names in conjunction with pain points.
- Ad Copy: This is where you have to be clever. Your ad copy must highlight your unique selling proposition (USP) and show why you’re a better choice. Don’t just say “We’re better than X.” Be specific. If your software is easier to use, say that: “Tired of X’s Complex UI? Our App is So Easy, You’ll Be Up and Running in 5 Minutes.” If your pricing is better, lead with that: “Get All the Features of X for Half the Price.”
- Landing Page: A dedicated comparison page is your best friend here. Create a landing page that directly compares your product to the competitor they searched for. Use a simple table to show how you stack up on features, pricing, and customer support. Be honest and transparent, but also highlight your strengths. This is a powerful way to show them why they should choose you.
I remember working with a project management tool that was a little more niche and affordable than the big players like Monday.com or Asana.
They ran a “Monday.com alternative” campaign.
The ad copy focused on their simplicity and lower price point.
The landing page was a simple, yet compelling, comparison table.
The results were amazing.
They started capturing a segment of the market that felt the bigger tools were too complex or expensive.
It was a brilliant way to use **PPC for SaaS** to punch above their weight.
Strategy 3: The “Closing the Deal” Approach (Decision Stage)
This is the most direct and often the most profitable strategy.
You’re targeting people who are ready to buy your product.
They’re searching for your brand name, and your job is to make sure you’re the first thing they see.
“But wait,” I can hear you thinking, “why should I pay for clicks on my own brand name? They’re already looking for me!”
That’s a fair question, and it’s one I get all the time.
Here’s why:
- Competitor Bidding: I guarantee you, your competitors are bidding on your brand name. If you’re not there, they will be. They’ll show an ad that says “Looking for [Your Brand]? Try [Our Brand] Instead!” You need to own your brand real estate.
- Controlling the Message: Bidding on your own brand name allows you to control the exact message your potential user sees. You can use ad extensions to link directly to your pricing page, a case study, or a free trial signup. You can highlight a special promotion. You can’t do that with organic search alone.
- High Conversion Rates: The conversion rate for branded keywords is usually through the roof. The person searching has a high intent, so you’re not just getting a click; you’re getting a super qualified lead.
How to Execute It:
- Keyword Research: This is simple. Bid on your brand name, your brand name misspelled, and your brand name combined with high-intent modifiers like “pricing,” “login,” “free trial,” or “reviews.”
- Ad Copy: Make it compelling and action-oriented. Use a strong CTA like “Start Your Free Trial Now,” “Get a Quote,” or “Schedule a Demo.” Use ad extensions to showcase your value proposition.
- Landing Page: This should be your free trial signup page, a dedicated pricing page, or a demo request form. It should be as frictionless as possible. Don’t make them click through a bunch of pages.
This is the low-hanging fruit of **PPC for SaaS**.
It’s often the first campaign I set up for a new client.
It’s an investment in protecting your brand and capturing the most valuable traffic.
—
Part 3: The Execution – Building a Killer Search Ad Campaign for User Onboarding
Okay, you’ve got the strategy.
You know who you’re targeting and why.
Now, let’s get our hands dirty and build the actual campaign.
I’m going to walk you through the key elements you need to get right.
This is where the rubber meets the road, and the little details make all the difference.
1. Structure Your Account Like a Pro
A well-structured campaign is the difference between a high-performing account and a tangled mess that costs you a fortune.
Think of your Google Ads account as a filing cabinet.
You wouldn’t just throw all your papers into a single drawer, right?
You’d organize them by topic.
Your campaign structure should do the same.
Campaigns:
Your campaigns should be structured around your high-level business goals.
For SaaS, this usually means structuring by the customer journey stage.
A good starting point would be something like:
- Campaign 1: Branded Keywords (for the “Closing the Deal” strategy)
- Campaign 2: Competitor Keywords (for the “Competitor Conquest” strategy)
- Campaign 3: Problem-Solution Keywords (for the “Problem-Solver” strategy)
This makes it easy to manage budgets, track performance, and tailor your messaging for each stage.
Ad Groups:
This is where you get granular.
Each ad group should contain a tight-knit cluster of keywords that are all very similar.
The general rule is “one theme per ad group.”
For example, within your “Problem-Solution” campaign, you might have ad groups like:
- Ad Group: Project Management Tools (keywords: “project management software,” “team project tool,” “agile project management”)
- Ad Group: Workflow Automation (keywords: “automate workflows,” “business process automation,” “workflow software”)
- Ad Group: Remote Team Collaboration (keywords: “remote team chat,” “virtual collaboration tools,” “team communication app”)
This allows you to create highly specific and relevant ads for each group of keywords, which drives up your Quality Score and lowers your costs.
2. Keyword Research: It’s More Than Just a List
I know, I know.
Keyword research can be a bit tedious.
But it’s the lifeblood of any good PPC for SaaS campaign.
It’s not just about finding high-volume keywords.
It’s about finding the right keywords with the right intent.
The Keyword Triad:
- High-Intent Keywords (Decision Stage): These are the gold. They include your brand name, competitor brand names, and terms with purchase intent like “pricing,” “reviews,” “demo,” or “free trial.” These should be the foundation of your campaigns.
- Problem-Based Keywords (Awareness/Consideration): These are the keywords we talked about in Strategy 1. They’re about the problem, not the solution. Don’t underestimate their value. They bring in qualified, top-of-funnel traffic that you can nurture.
- Negative Keywords: This is an often-overlooked but absolutely critical part of PPC. Negative keywords prevent your ads from showing for irrelevant searches. If you sell a B2B SaaS product, you might want to add negative keywords like “personal,” “free,” “for students,” or “game” to avoid wasting money on the wrong audience.
Using a tool like Google’s Keyword Planner, SEMrush, or Ahrefs can make this process much easier.
3. Crafting Ad Copy That Converts
Your ad copy is your first impression.
It’s your chance to stand out in a sea of search results.
It has to be compelling, relevant, and action-oriented.
I’m a big believer in testing, so don’t just write one ad and call it a day.
Create at least three responsive search ads (RSAs) per ad group to give Google’s algorithm enough data to find the best performing combination.
Key Elements of a Killer Ad:
- Headline: This is your hook. It needs to grab their attention and be highly relevant to their search query. Include your main keyword here if you can. For example, if the keyword is “project management software,” your headline should say something like, “The Best Project Management Software.”
- Description: This is where you sell the value. Talk about the benefits, not just the features. How does your software make their life easier? “Streamline your projects, improve team collaboration, and hit deadlines every time with our intuitive platform.”
- Call-to-Action (CTA): Tell them exactly what you want them to do. “Start Your Free Trial,” “Get a Free Demo,” “Try Our Software for Free.” Don’t be shy.
- Ad Extensions: These are the little extras that make your ad stand out. Use sitelink extensions to link to your pricing page, case studies, or a specific feature. Use callout extensions to highlight key benefits like “24/7 Support” or “No Credit Card Required.” And don’t forget the structured snippets to showcase your features or service offerings.
I can’t tell you how many times I’ve seen a mediocre ad with great extensions outperform a great ad with no extensions.
They take up more space on the search results page and give the user more reasons to click.
4. The Landing Page: The Last Mile to Conversion
Your ad brought them in, but your landing page is what seals the deal.
A great ad pointing to a bad landing page is a waste of money.
Your landing page must be a seamless continuation of the ad.
Landing Page Best Practices for SaaS:
- Message Match: The headline on your landing page should match the message in your ad. If your ad talks about “Project Management Software,” the landing page headline should not be “Welcome to Our Company.” This creates a sense of continuity and trust.
- Clear Value Proposition: What problem do you solve? State it clearly and concisely.
- Frictionless Form: Don’t ask for too much information. For a free trial, just an email and a password are often enough. The more fields you have, the higher the abandonment rate.
- Social Proof: Include testimonials, trust badges from well-known companies, or logos of clients. This builds credibility.
- Clear CTA: The call-to-action button should be prominent, a different color, and use action-oriented language like “Start Free Trial” or “Get Your Free Account.”
I’ve seen a simple A/B test on a button color increase conversions by over 20%.
It’s the small things that can have a massive impact.
Click Here to Learn More about PPC for SaaS from WordStream
Neil Patel’s SaaS Marketing Guide
PPC, SaaS, Search Ads, Ad Copy, User Onboarding
—
Part 4: The Optimization – How to Turn Clicks into Users and Keep the Onboarding Train Running
So, you’ve launched your campaigns.
Clicks are coming in.
You’re starting to get some free trials.
That’s awesome.
But the work isn’t over.
In fact, this is where the real fun begins.
PPC isn’t a “set it and forget it” kind of deal.
It’s a continuous process of refining, testing, and optimizing.
And for a SaaS business, the goal isn’t just a click; it’s a qualified user who signs up and, eventually, becomes a paying customer.
I like to call this the “feedback loop.”
You launch a campaign, you get data, you learn from the data, you make changes, and you repeat.
1. Don’t Just Look at Clicks: Focus on Conversions
This might sound obvious, but you’d be shocked at how many people get obsessed with their click-through rate (CTR).
A high CTR is great, but a high CTR with zero conversions is a waste of money.
Your main metric for success should be conversions—the number of people who completed the desired action, whether that’s a free trial sign-up, a demo request, or an ebook download.
Make sure you have conversion tracking set up correctly in Google Ads and Google Analytics.
This is non-negotiable.
Without it, you’re flying blind.
You’ll never know which keywords, ads, or landing pages are actually bringing in new users.
2. The Power of A/B Testing
I can’t stress this enough.
A/B testing is your best friend.
It’s a scientific approach to finding out what works.
Here’s what you should be testing constantly:
- Ad Copy: Test different headlines, descriptions, and CTAs. Try a question in one headline and a benefit statement in another. Test a CTA that says “Sign Up Free” against one that says “Get Started Now.”
- Landing Pages: Test different headlines, hero images, and value propositions. You can even test the length of the sign-up form. A simple A/B test can reveal that a slightly longer form with an additional field, like “Company Size,” might reduce the number of sign-ups but increase the quality of those leads.
- Audiences: Who are you targeting? Are you targeting people based on their search terms? Their demographics? Their interests? Test different audience segments to see which ones are the most profitable.
Remember, you’re not trying to find the “perfect” ad.
You’re trying to find a better one.
Always be testing.
3. The Search Terms Report: Your Secret Weapon
This is probably the most underutilized tool in all of Google Ads.
The Search Terms Report shows you the actual queries people typed into Google that triggered your ads.
This is pure gold.
You can use this report to:
- Find New Keywords: See a recurring search term that you hadn’t thought of? Add it as a new keyword and maybe even create a new, hyper-relevant ad group for it.
- Add Negative Keywords: See a lot of irrelevant searches, like “free” or “for students” if you’re a B2B SaaS? Add those as negative keywords to prevent your ads from showing for them in the future. This is how you stop wasting money.
- Refine Your Bidding Strategy: Are certain search terms converting at a much higher rate? Bid more on them. Are some just burning your budget without a single conversion? Consider pausing or lowering your bid on those.
I once discovered a whole new keyword vertical for a client just by digging into their Search Terms Report.
They were a project management tool, but people were searching for them in the context of “event planning.”
We created a new campaign around this, and it became one of their most profitable.
It’s a perfect example of how **PPC for SaaS** isn’t just about what you think your users are looking for, but what they’re actually searching for.
—
Part 5: The Secret Sauce – Beyond the Clicks and Into the Onboarding Experience
We’ve spent a lot of time talking about how to get the click and the initial sign-up.
That’s the PPC part.
But for a SaaS business, the journey is just beginning.
You’ve got a new user, maybe they’ve started a free trial.
Now what?
Your PPC campaign, no matter how brilliant, is only the first step in the user onboarding process.
If the onboarding experience is clunky, confusing, or doesn’t deliver on the promise of your ad, you’re going to lose that user just as quickly as you got them.
And that, my friends, is a waste of a perfectly good click.
This is where the marketing and product teams need to work together like a well-oiled machine.
1. The “Aha!” Moment: Deliver on the Promise
Every successful SaaS product has what’s called an “Aha!” moment.
It’s the moment when the user first experiences the core value of your product.
For a photo editor, it’s the moment they apply a filter and see their picture transformed.
For project management software, it’s the moment they successfully assign a task to a team member and see the project board update instantly.
Your ad copy made a promise.
Your landing page reiterated that promise.
Now, the product itself needs to deliver it, quickly and without any friction.
If your ad promises “easy team collaboration,” the first thing your user should see after signing up is an easy way to invite their team members and start collaborating.
Don’t make them dig through menus or watch a 10-minute tutorial to get there.
2. Use Retargeting to Nurture Your Leads
Not everyone who clicks on your ad is going to sign up immediately.
That’s okay.
In fact, it’s normal.
The average conversion rate for a cold visitor is much lower than for someone who has already been to your site.
This is where retargeting (or remarketing) comes in.
It allows you to show ads to people who have already visited your website but didn’t convert.
Your retargeting ads should be different from your initial search ads.
They can be more personalized and specific.
For example, if someone clicked on an ad for “project management software” and visited your pricing page but didn’t sign up, you could show them a retargeting ad that highlights a specific feature or a customer testimonial, or even a limited-time discount.
You’re not introducing yourself anymore; you’re reminding them why they should choose you.
3. The Human Element: Don’t Be a Robot
In this world of automated campaigns and AI-driven bidding, it’s easy to forget about the human on the other side of the screen.
A simple, human touch can make all the difference.
I’ve seen SaaS companies send a personalized email from a real person (not a noreply@ email) to every new free trial user.
The email just says, “Hey, I saw you just signed up for a free trial. I’m here if you have any questions or need help getting started.”
It’s a small gesture, but it builds trust and drastically increases the chances of that user sticking around.
Your **PPC for SaaS** campaign is the first handshake.
The rest of your onboarding process is the conversation that follows.
Make it a good one.
So there you have it.
A comprehensive, real-world guide to using PPC to onboard new users for your SaaS business.
It’s not just about clicks.
It’s about understanding the customer, crafting a smart strategy, executing with precision, and relentlessly optimizing.
If you follow these steps, you’ll be well on your way to not just getting users, but keeping them.
And that’s the ultimate goal, isn’t it?
Good luck out there, and happy advertising!
PPC, SaaS, Search Ads, User Onboarding, Customer Journey