How to Set Up PPC Campaigns for Your SaaS (Without Burning Money)
Before launching a PPC campaign for your SaaS, it’s worth asking: Can we even afford it? Ads don’t fail because they lack creativity — they fail because the math doesn’t work. Let’s break down how to calculate what you can pay per acquisition, what benchmarks to expect, and when it’s smarter to spend less.
Start with the math: your maximum cost per acquisition
Everything begins with a simple formula — how much can you afford to pay for one customer? If your product costs €49/month and the average customer stays for 8 months, your lifetime value (LTV) is €392. If you need at least a 3× return on ad spend, your maximum acquisition cost (CAC) is about €130.
Now compare this to real-world numbers. If average clicks in your niche cost €4 and your landing page converts at 2%, then each acquisition costs €200 — too high. You’ve already lost money before scaling.
Many startups realize here that PPC simply doesn’t make sense yet. The insight itself is valuable — it saves budget for channels with better leverage.
Check real CPCs before spending
Next, open keyword planners (Google Ads, Ahrefs, or Ubersuggest) to get actual prices. Look at:
- Core category terms (e.g., “CRM software,” “B2B analytics SaaS”).
- Problem-driven phrases (“how to track client deals”).
- Long-tail intent keywords (“simple CRM for freelancers”).
You’ll see a brutal spread: from €1–3 per click in niche markets to €20–50 in enterprise verticals like cybersecurity or AI infrastructure. Sometimes even €70+ for competitive software terms. That’s why guessing never works — plan before paying.
Adjust your strategy if numbers don’t fit
If your math doesn’t work, you have two levers:
- Increase your allowable CAC by raising prices or upselling later.
- Target long-tail keywords with lower cost and more specific intent.
Example: “Best CRM” might cost €18/click, while “CRM for small architecture studios” costs €2.50. Volume is lower, but conversion rate is higher — and intent is cleaner.
When all else fails, do remarketing only
Sometimes, PPC just doesn’t make sense for cold audiences. That’s fine — use it only for remarketing. Target users who already came through organic search, referrals, or email campaigns.
The logic is simple: they’ve already shown intent. You’re just reminding them you exist.
Set up:
- Google Ads remarketing list for site visitors in the last 30–60 days.
- Meta (IG/Facebook) custom audience from website events.
- LinkedIn matched audience for page visitors or CRM contacts.
- 1–2 retargeting creatives (“Ready to continue your trial?” / “Book a 10-min demo”).
Keep the daily budget tiny — even €10–20/day can maintain brand recall.
How to configure PPC by channel
Google Ads
- Start with Search campaigns, not Display.
- Use phrase match and exclude irrelevant terms aggressively.
- Send traffic to one specific landing page per intent, not your homepage.
- Track conversions via Google Tag and CRM integration.
LinkedIn Ads
- Target job titles, industries, and company sizes; avoid broad filters like “marketing professionals.”
- Bids are higher (€6–15 per click) but intent is strong.
- Test formats: Message Ads or Conversation Ads work well when you reference recent posts or topics.
Instagram & TikTok
- Great for brand awareness and retargeting, not direct trials.
- Focus on short creative loops — e.g., “Before/After” demo clips or customer wins.
- Use UTMs and keep CTAs to “Learn more” or “Try free.”
Each platform serves a different layer of the funnel. Don’t compare them by cost per click alone — TikTok can be cheap but less qualified, while LinkedIn is expensive yet relevant.
It’s about ecosystem, not just ads
Relying purely on PPC for SaaS is like trying to run a marathon on one leg. Ads amplify what’s already working — they don’t fix positioning, pricing, or messaging.
Think of PPC as part of an ecosystem, supported by:
- Brand & content marketing (articles, case studies, social proof).
- Active sales outreach on LinkedIn or via personalized email.
- Referral loops (bonus credits, partner programs).
- SEO groundwork, so your paid pages also rank organically over time.
One B2B sales manager recently compared their cost per MQL across all channels:
- Organic: around €50 per qualified lead.
- PPC and cold outreach: roughly €150.
- Conferences and events: up to €250.
His takeaway was clear — “Outreach costs us the same as PPC, but builds real relationships along the way.”
The lifetime value perspective
In the end, PPC shouldn’t be judged by acquisition cost alone. You might pay €200 for a signup, but if that client stays two years and pays €2,400 total, that’s a win. Calculate your LTV-to-CAC ratio (aim for 3:1 or better) before you scale anything.
And if you want to convert those trial users faster — skipping endless email chases — consider booking short qualification calls directly through Meetcatcher. It helps you turn interested visitors into real conversations within minutes, closing the gap between a click and a deal.
PPC can be powerful, but it’s rarely the whole funnel. Start with math, stay realistic, and treat ads as one piece of a broader revenue engine.
