How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]

While some B2B SaaS marketing spokespeople believe that Google Ads is a fading paid advertising touchpoint, it’s still alive and well. You just have to utilize it effectively.

According to recent data, Google Ads click-through rates are on the rise across industries. Plus, around 80% of users interact with Google Ad content on an almost daily basis.

The problem is that so many B2B SaaS businesses make glaring mistakes when in their approach to Google Ads. You might be wondering what makes us an authority on the subject. We’ll tell you.

Over the last four years, Directive has run over $65M in Google ads for the top companies in tech. During this time, we’ve seen what works—and what doesn’t—when it comes to SaaS Google Ads strategies. So many B2B SaaS companies lose with Google Ads. But it doesn’t have to be this way. It really doesn’t.

Here, we’re going to explore the common we’ve discovered with B2B SaaS Google Ads marketing to help you navigate your business towards paid media success.

Falling down the ‘informational intent’ rabbit hole

We encounter this glaring Google Ads mistake with almost every single audit we perform.

Droves of B2B SaaS businesses focus on informational intent queries when crafting the concepts and messaging for their ads. The reason these types of Google Ads rarely convert is because they typically appeal to the wrong phase of the B2B consumer journey.

Rather than investing in ad copy centered on answering information curiosities, going for the commercial jugular is far more effective. By honing in on Google Ads copy armed with commercial intent, you’re far more likely to engage a prospect who’s on the cusp of making a commitment or a decision (or in other words, taking a desired action).

Here’s a commercial intent example for your reference:

Keyword: “project management software for teams”

Ad Copy:

• Headline 1: Get Stuff Done with [Brand name’s] Project Management Tool
• Headline 2: Track Progress, Assign Tasks, and Say Goodbye To Silos.
• Description: Skyrocket productivity and cement collaboration. Try our free trial.

This particular example gets to the heart of the message, leads with value, and appeals to the target prospect’s commercial intent.

FYI: By segmenting your target prospects into specific groups or categories, your Google Ads messaging will strike a personal chord. And by leading with commercial intent, you’ll enjoy a healthy ROI rather than casting your ad budget into the digital ether (never to see it again).

How to optimize your Google Ad budget for the better…

Step 1: Dive into non-brand queries

• Filter your search to hone in on non-brand keywords.
• Refine or filter those keywords to look at “keyword text contains” and input all relevant modifiers.
• Compare these keywords to “keyword text does not contain” modifiers.

Prime examples of effective commercial intent modifiers: Software, Services, Provider, Company, Quote, Vendor, Solution, Best, Tool, Platform, Buy, Top, Comparison.

Step 2: Segment your Campaigns by Intent

• Ensure your commercial and non commercial keywords don’t sit in the same campaign (for example, don’t have “employee recognition” in the same campaign as “employee recognition software”).
• Control your budget on the campaign level. Make sure you don’t have commercial intent keywords fighting for budget with lower intent keywords that have more search volume.

Step 3: Max out budget on those high intent Keywords

• Expand your keyword pool by sourcing more commercial intent keywords from scraping and looking closely at relevant software directories.

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The problem with the ‘request a demo’ CTA

While it may seem logical to add the ‘request a demo’ CTA to your Google Ads—it can create a certain level of hidden cognitive friction. Why, exactly?

From our experience, it’s because the ‘request a demo’ approach lacks urgency. It’s a passive request that a prospect or target can essentially gloss over and forget about. Oh, and it also creates friction because it conjures up imagery of clicking through, filling out a form, booking in a date…the list goes on.  This is not ideal in a direct response advertising situation.

According to our very own data and discoveries, here the B2B SaaS Google Ad CTAs that do work:

• Start your free trial
• See it in action
• Let’s talk
• Get started
• Subscribe and save

By taking a more direct approach to your Google Ads CTAs and performing regular split testing, you’ll earn consistently solid conversion rates from your content.

NOT auditing your Google Ads experience

From your initially target search terms to the scheduling phase of the operation, you must audit every step of the Google Ads funnel. If you take this critical step, you’ll be leap years ahead of most B2B SaaS brands.

This…

From Search Term > Ad Copy > Landing Page > Form > CTA > Scheduling

It all needs to be audited before you start developing your ad assets, creating your copy, and rolling out your strategy. Let’s take a closer look at each key phase of the funnel.

Search term: Google ads makes out that it targets by keywords. But the hard truth in how you gain real visibility is in your search term report. Audit and understand this first, then make definitive decisions around your campaign’s target terms.

Ad copy: Don’t give Google full control of your messaging. If you do, Google is likely to keyword stuff your ads and that just won’t work. Your ad copy needs to be sharp, actionable, and read naturally to make a real impact.

Landing page: When you’re analyzing any landing page related to your Google Ad copy—ask yourself these questions. Is it fast? Does it deliver on the promise of the ad? Will it transition or positively push my lead further along the funnel?

Form: Is your form too long or too complex? Can you create a two column layout for a field? Does it have the copy to entice your audience to actually convert? How long is the trial you’re offering? Are you using an enrichment tool to optimize your efforts? All valid queries to ask yourself when performing your Google Ads audit.

CTA: What is the copy on your form submit button? Can you be more compelling or creative? Will your messaging prompt direct action or does it appear too passive. Look and then look again before signing off your ad copy (or hire a copywriter to help you).

Scheduling: What happens after they convert? Can they schedule a call? Do they have to wait for sales? Are they added to a retargeting campaign to support your lifecycle conversion rates? Think about the end goal and ensure you guide your prospects through the process friction-free.

Your B2B SaaS Google Google Ads checklist…

Read: The pillars of demand generation for B2B SaaS companies

Winning with Google Ads: Final thoughts…

Anyone who says Google Ads don’t work anymore is, well…wrong. It’s poorly managed and un-audited campaigns that don’t work.

So, what’s the best approach? Put yourself in the virtual shoes of your prospect. Experience your ads like your audience would. Be critical and analytical. Test, improve, and evolve.

Investing ample time in clearly defining your demand generation goals and auditing every key stage of your Google Ad funnel will result in consistent growth. 

Avoid the mistakes we’ve mentioned at all costs and you’ll transform your Google Ads strategy into an ongoing success story.

Audit, audit, audit—and you’ll give your B2B SaaS brand the edge it deserves. If you need professional guidance to create a Google Ads strategy that earns a consistently healthy ROI, sign up for a free consultation with our in-house experts today. We look forward to working with you.