How useful are Facebook ads for marketing SaaS?


  1. Will it work for your saas company?
    1. Depends on the vertical / geography/target audience
      1. If you are targeting c-level at companies above 100 people… probably not too effective.
      2. Anyone else (except China), 100%
    2. It’s important to remember we are all human with our own lives outside of work.
    3. You may not get your conversion to demo or sale with that FB ad, but you will get them to see your ad.
  2. Tips for saas companies targeting owners/heads of departments of company sizes < 100:
    1. If your budget is low, or you’re focused on organic growth, use FB ads mainly for retargeting. Meaning, try to gain your first brand impressions from PR, Quora, product hunt, organic search etc…
    2. Then create retargeting campaigns at specific time frames during your average conversion window length (the time after initial brand impression from search when you typically convert a prospect or lose them entirely):
      1. 0-3 days – serve features and use cases – remind them how your tool can be used.
      2. 4-10 days – serve case studies and client testimonials – remind them why people use your tool.
      3. 11-30 days (after they came to your site) – serve an offer specific to this audience to try and grab them.
      4. How = Adroll, or directly in FB
      5. Audiences = Integrate CRM to ensure people are put into the correct audiences and pulled out when they commit events.
  3. Creatives
    1. Use screencast videos ( of your product in use – ideally, with the face of the head of product, founder, or another staff member in the video (this builds trust and credibility).
    2. Try messenger ads (listen to our episode on Bots for B2B ads)
    3. If you have Intercom, setup the UTM campaigns option to deploy specific welcome back messages when FB users click an ad and on the page.
      1. I.e. “Welcome back {{first_name}}, sorry to drag you off Facebook, but I have something important to show you…”

Now for the boring, but essential stuff – Setup With Your CRM

Facebook lets you target your contacts by simply importing your CRM.

It’s critical to optimize your campaigns, targeting, ads, and forms for sales and lead quality.

Using URLs (like your demo page, but not the demo success page) to push people into audiences is good… but your sales team will be entering people into the CRM manually, and even signing people up manually. So, you need to ensure your FB audiences are talking to your CRM correctly.

How do you accomplish this:

These platforms allow you full downstream analytics to ensure your ad campaigns are not spending on people who are either already closed, or no longer interested.

Here is the full episode on B2B Facebook Ads:

And, the audio version:

Setup and use cases for B2B Facebook ads… by The Marketing Automation and Data Discussion | Anchor – The easiest way to start a podcast