If you had only a few seconds to convince someone that your SaaS product could meet their needs, how would you do it? One of the keys to creating an effective ad lies in tailoring your message to the platform where it's being viewed. Facebook ad campaigns are some of the most efficient ways to sell your product quickly, and there is an art to making them work for you.
Before you ask: yes, there are other platforms that tend to be more popular marketing channels for those in SaaS sales. LinkedIn is one of them, and I frequently recommend it for B2B SaaS companies. But Facebook advertising offers you the opportunity to reach three times as many users and position your company as a household name, increasing your brand awareness and authority in your industry.
Any great marketing strategy will emphasize digital marketing. In digital spaces, you can more easily track metrics, identify and organize your target audience, and appeal to the right demographics. Plus, you have the ability to reach more people than you could with print marketing, and at a cost that is far easier to swallow.
Social media platforms are almost all great places to house advertisements, but Facebook users alone account for over three billion people. The cost and effort involved with Facebook ads are negligible when you consider the typeof reach this can create for your SaaS business. With the right strategy, you can use Facebook ads to convert these potential customers into paying customers.
To help you get started, I want to talk through why SaaS Facebook ads are so effective and what steps you can take to optimize them for your audiences. Then, we’ll take an in-depth look at Facebook ad examples that have proven successful for other SaaS companies. By the end of this article, you’ll have a better understanding of how to leverage Facebook and its advertising tools to scale your SaaS business.
Making Facebook campaigns work for your business starts with understanding their role in B2B SaaS marketing. Here’s what they can do for B2B SaaS companies that you don’t want to ignore:
As I’ve already mentioned, Facebook ads can go a long way in increasing your brand awareness and authority. With the right optimization strategy, you’ll also see a significant uptick in conversion rates.
Speaking of conversions, it’s important to distinguish whether potential customers are seeing your ads on the desktop or mobile version of Facebook. When compared with Facebook’s Mobile Audience Network, desktop ads had a 534% higher CPC (cost per click). While it may come at an elevated price, desktop ads tend to result in a higher number of conversions. As we know, sometimes accounting for a higher customer acquisition cost can lead to a higher rate of new customers.
So, now that you know more about how Facebook ads work, let’s get into how to weave them into your content marketing strategy. In this section, we’ll look at some specific tips for creating high-quality SaaS Facebook ads that convert.
It’s so important that you find out as much as you can about your target audience. Once you’ve identified them, you need to group them into smaller categories. Top-of-funnel marketing works really well as a lead generation strategy when you know who you’re speaking to. This is why the funnel is so critical – if you know you’re targeting a ToFu audience, you know you need to create educational content that piques their interest and puts your SaaS business and product name in their mind.
You’ve identified and segmented your audiences based on where they sit in the sales funnel. Great; now what? Facebook ads can be customized in a way that shows your audience segments exactly what they need to see, when they need to see it. That means your ToFu leads get an ad that points them to a webinar about your industry while folks closer to the purchasing stage get a link to your website’s landing pages, making it easy for them to sign up when they’re ready to pull the trigger.
When you’re crafting your copy, consider the pain points your product addresses. When prospects are scrolling through an endless barrage of ads, they’re more likely to stop if they get a hint of something that could solve problems for them. What does your product do that others like it can’t? How does your product change how your potential customers do business? Can it streamline or automate time-consuming processes? Highlight those solutions in your ad copy to show leads right away how you can help them.
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Let’s go back to Marketing 101 for a second. You know what the basic skeleton of effective ad copy looks like: a striking headline, an informative body, and a convincing call-to-action. It can be easy to overlook the basics when you’re inundated with new marketing strategies, SEO techniques, and flashy celebrity endorsements. But truthfully, your Facebook ads don’t have to be that complicated. That said, you want them to stand out. Write a headline and body that tells potential customers why your product solves their problems. Craft a unique CTA that your leads will actually want to click.
Face it – some ideas just don’t work. But that’s what A/B testing is for. Try out a few different ads and see what converts. Don’t be afraid to make changes and keep testing. I do want to caution you to refrain from changing your whole ad every time you start questioning your metrics, though. A slow and steady approach is best here. Change one thing at a time so you can take note of exactly what elements are successful and which ones are dragging you down. Facebook will measure your ad performance, so take advantage of that as well as tracking the results in your own CRM platform.
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I touched on this before, but I really can’t stress enough how important educational content is for ToFu leads. Pointing those early-stage leads to blogs, podcasts, and webinars about the industry they care about is an excellent way of leveraging what you know about them and allows them to get to know your brand. By the time they’re ready to explore your SaaS solutions, they’ve already become familiar with your brand and your authority on the subject.
Remember how we talked about having only a few seconds to capture someone’s interest in your product? That’s exactly how Facebook ads work. Business owners who scroll through their Facebook feeds don’t need to see ads that just talk about all the cool things your product comes with. Instead, use the limited time and space you have to show them what your product does. Tell them what problems it solves and what pain points it addresses. Don’t focus on pricing for early-stage audiences, but once that information is relevant, present it in a way that shows them what kind of deal they’re getting. Keep your CTA interesting; nothing makes people scroll faster than a boring CTA. What would make you want to click? Better yet, research exactly what would make your target audience want to click.
I’m not suggesting that you should become a TikTok influencer, but pay attention to what trends are capturing people’s attention. There’s a reason wildly successful businesses like Salesforce lean into what’s trending – it’s engaging, and it makes people feel like they’re in on something. There’s a delicate balance to strike here. If you lean in to a trend that is too niche, you risk alienating a portion of your target audience. On the other hand,going too popular can come off as derivative, so you want to find the sweet spot that will catch your audience’s eye.
Social proof is one of the most powerful tools at your disposal, and if you’re not using it in your Facebook ads, you’re missing a massive opportunity. Whether you point to case studies or show off testimonials, people love to see proof that what you’re offering actually works. Rock solid evidence is a tried-and-true way to show decision-makers that your product is the missing puzzle piece they’re searching for. Social proof is also exceptionally useful when retargeting leads who have seen your brand around but are still on the fence.
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A lot of SaaS founders have a great product but struggle with paid acquisition. If you get it wrong, you end up with unqualified leads and a wasted marketing budget. But get it right, and you could unlock your next big growth channel.
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You’ve seen how Facebook ads work, and why they should be part of your SaaS marketing strategy. Now, let’s look at 15 real examples of SaaS companies who are using Facebook ads effectively. We’ll review each one to dissect what works, so you can build your own Facebook ads with confidence.
What They Do: Slack is an application that facilitates instant messaging, file sharing, and collaboration between employees in businesses of all sizes.
Facebook Ad Example:
Why It Works: This ad uses emojis for an eye-catching image that didn’t involve a significant design process. It gives a statistic that promises to address a pain point: cluttered email inboxes. It says what it needs to say without lengthy text. While not terribly unique, the “Get Started” CTA is bold and the promise of a cleaner inbox are enough to draw people in.
What They Do: Hubspot is a CRM used by businesses to improve marketing efforts with automation software, organize customer service teams, and track important metrics.
Facebook Ad Example:
Why It Works: The minimal text promises two critical things: this app will work for you and you will not have to pay for it. Offering free services in Facebook ads is a great way to generate interest – your leads have nothing to lose by clicking.
What They Do: Squarespace is a cloud-based platform that allows users to build and host websites easily and without a background in web design or programming.
Facebook Ad Example:
Why It Works: John Malkovich, that’s why. In all seriousness, celebrity cameos are not necessary to create captivating Facebook ads. This video was effective because it was short, funny, and attention-grabbing. “See what he’s looking at” serves as a fun call-to-action that gets people to Squarespace’s website by playing on their curiosity..
What They Do: Zoom offers video, audio, and text-based conferencing for businesses and individuals looking to connect remotely.
Facebook Ad Example:
Why It Works: Once again, we see the power of statistics. Plus, this ad shows off Zoom’s authority with social proof – if it’s good enough for 58% of Fortune 500 companies, it’s probably good enough for you, right? Zoom also has brand recognition going for them, meaning they can get away with more minimalism in their ads since everyone knows what they do.
What They Do: Asana is a project management tool designed to help businesses collaborate.
Facebook Ad Example:
Why It Works: Videos are great, but what I love about this Asana Facebook ad is its call-to- action. “Try for Free” is a brilliant CTA that is sure to drive conversions. The video itself was visually interesting, using a combination of creativity and practical examples to highlight the benefits associated with their software.
What They Do: Vimeo is a video marketing solution helping brands with creating and managing video content.
Facebook Ad Example:
Why It Works: We all love a metaphor. This video ad showed off what Vimeo is known for and showcasedone of its most convenient features within. Sometimes, keeping it simple is the way to go. This ad is eye-catching without being overwhelming, and it tells us how Vimeo can make our lives easier.
What They Do: Docusign allows businesses and individuals to electronically send and sign documents.
Facebook Ad Example:
Why It Works: Reduces errors. Boosts productivity. These are benefits that clearly tell people how Docusign solves problems and addresses pain points. Visually, the ad is striking, with a bright background contrasted against the black and white photo. The target audience is clear as well, using language that speaks to sales reps.
What They Do: Hulu is a streaming platform for television and movies, offering on-demand and live TV options.
Facebook Ad Example:
Why It Works: This ad is tongue-in-cheek, which can be risky, but it works well here. Using the absurdity angle, the company captures the audience’s attention by jokingly telling them NOT to advertise on their platform. Again, this example is short and sweet without a lot of overwhelming text. Using strong language like “never” and “ruin” is also a good way to capture your audience’s attention.
What They Do: Grammarly is an AI-based software that assists with writing, including spell-checking, grammar suggestions, and features that can improve tone and impact.
Facebook Ad Example:
Why It Works: Grammarly uses this Facebook ad to show off multiple capabilities. From the text, we know that Grammarly can proofread our important emails for us and that the app can be integrated with Gmail. The ad also uses a CTA that you can’t miss, making this ad simple and highly effective.
What They Do: Flo is an application designed to help people keep track of menstrual and fertility cycles.
Facebook Ad Example:
Why It Works: This ad knows its target audience and works hard to appeal to them. Addressing what the app can do right off the bat, Flo also builds authority with its promise of “expert-reviewed information.” The use of emojis is a simple touch that appeals to a younger audience, and the color scheme is classically feminine. The ad makes Flo’s capabilities clear without overwhelming viewers by showing off all of its features.
What They Do: Brightwheel connects childcare providers with families through communication, data, and photos.
Facebook Ad Example:
Why It Works: Here is another example of the mind-blowing power of social proof. Testimonials are an excellent way to let existing customers tell people how well your product works. This particular ad is a little more text-heavy than others, but all of the text adds value. Leads can easily see what the app does and why professionals love it. The CTA to “Request a Demo” is a great one, letting potential customers know that they can see how Brightwheel works before making a commitment.
What They Do: Spotify is a music streaming platform that offers both free (with ads) and paid (ad-free) versions.
Facebook Ad Example:
Why It Works: As critical as ads are to every marketing campaign, Spotify proves with this one that they understand how annoying they can be. In this ad, the text remains minimal while promising an ad-free experience if you’re willing to pay for it. It’s quick, to the point, and involves zero guesswork.
What They Do: SurveyMonkey helps users create surveys and track results.
Facebook Ad Example:
Why It Works: Who doesn’t love free stuff? This ad doesn’t just promise a free trial; it promises the chance to win several exciting prizes. It includes a striking visual and text that is sure to garner interest, including a warning that this offer is for a limited time only. SurveyMonkey also took the opportunity to show people how incentives can really make a difference in getting survey responses.
What They Do: Twilio is a popular customer engagement tool that uses AI to facilitate and automate different elements of the customer experience.
Facebook Ad Example:
Why It Works: Twilio is well-known in its own right, but name-dropping Salesforce in this ad was effective for two reasons. First, Salesforce is practically a household name, so Twilio is able to borrow some authority from Salesforce for folks who aren’t familiar with their product. Second, it advertises their ability to support integrations with platforms you’re already using. And as CTAs go, “Join our Free Webinar” is fantastic. Providing access to free information about a topic people care about is always a great way to stand out.
What They Do: OpenTable is a platform offering online restaurant reservations and a database of reviews from real patrons.
Facebook Ad Example:
Why It Works: “Get access” is a powerful statement that hits people right in the FOMO. Not only does this copy make business owners want to get in on something exclusive, but 33.1 million users is nothing to scoff at. OpenTable is targeting restaurants who can’t say no to a platform that has that kind of reach.
Your Facebook ads are going to look different than the ones you’ve already built for platforms like LinkedIn, but that’s a good thing. The idea here is that you can cast a significantly wider net by using Facebook to reach audiences you may not have considered before. By now, you know why Facebook ads should be a major part of your digital marketing strategy.
You’ve also learned several tips for optimizing Facebook ads, including researching your audience until you know them as well as you know yourself, personalizing the content you create for them, and showing them how your product will make their lives easier.
In viewing 15 examples of successful SaaS Facebook ads, you’ve seen how each of the tips we reviewed can be applied in a practical way. Hopefully, you’re walking away with a renewed confidence in your ability to create Facebook ads that convert and bring new customers into your inbox.
Now, you have the information you need to expand your SaaS marketing strategy onto a new platform. My hope is that you feel empowered to do so, and that you’re now convinced that SaaS businesses really do have a place advertising on Facebook.