Solved: Need B2C SaaS Google Ads Freelancer Expert

Hi there,

Thanks for reaching out! It's great to hear your AI SaaS has hit 30k MRR in just six months, that's a brilliant start and shows you've definitely got product-market fit. It makes a lot of sense you're now looking at Google Ads, especially if you've seen your competition active there. It's usually a good sign that there's a hungry market of people actively searching for what you offer.

I'm happy to give you some initial thoughts and guidance based on my experience, particularly with software and B2C campaigns. It's a bit different to other types of marketing but can be incredibly effective when you get it right. There's a few things you'll need to get straight before you even think about spending any money.

I'd say you first need to think about your goals and what's realistic...

Before launching any ads, the first thing is to be crystal clear on what you want to achieve. For a B2C SaaS product like yours, the goal is almost always going to be driving signups or trials. Optimising for anything else, like just traffic, is a waste of money. You want conversions. The entire campaign, from the keywords you choose to the ad copy you write, needs to be geared towards that single objective. Don't try to do too many things at once.

Now, let's talk about costs. This is the question everyone asks, and the answer is always 'it depends'. But from my experience, we can work out a pretty good ballpark. For B2C software, you're essentially buying signups. The cost for these can vary wildly based on your niche's competitiveness, the countries you target, and how good your ads and landing page are.

I've pulled some numbers from what we see across campaigns to give you a rough idea. In developed countries like the UK, US, Canada, etc., you're probably looking at a Cost Per Click (CPC) somewhere between £0.50 and £1.50 for relevant keywords. It could be more for really competitive terms. From that click, you need the person to convert on your website. A decent landing page for a SaaS trial might convert at 10%, a really good one might hit 30%.

So, doing the maths:

Worst case: £1.50 CPC / 10% conversion rate = £15 per trial/signup.
Best case: £0.50 CPC / 30% conversion rate = £1.60 per trial/signup.

Tbh, for a new campaign, you're more likely to be somewhere in the middle to upper end of that range. I remember one software client we worked with. We got them 3,543 users at a cost of just £0.96 per user on Google Ads. I also remember another software client where we generated 5082 software trials at about $7 each on Meta Ads. This just shows the range you could be looking at. Your initial goal should be to get a baseline CPA (Cost Per Acquisition) and then relentlessly work on bringing it down.

You've gotta be realistic. You wont be getting £1 signups from day one. It takes time to test and optimise. The key is knowing your numbers. If your customer lifetime value (LTV) is, say, £200, then paying £15 or even £20 for a trial that has a good chance of converting to a paid user is a no-brainer. If your LTV is £40, then you have a lot less room to manoeuvre.

We'll need to look at who you're targeting and what they're searching for...

Google Ads works best when you capture intent. You're getting in front of people who are *already* looking for a solution to their problem. For an AI SaaS product, this is perfect. Your competition is there for a reason. This means you need a solid keyword strategy.

Don't just guess what people are searching for. You need to do proper research. Think about the different stages of awareness your potential customers are in:

1. Problem-Aware Keywords: These people know they have a problem but might not know a solution like yours exists. They might be searching for things like:

• -> how to [do task your AI helps with] faster
• -> automate [specific workflow]
• -> improve my [outcome of your tool]

These are generally broader and might have a lower conversion rate, but they can be great for bringing new people into your funnel who haven't heard of your competitors yet.

2. Solution-Aware Keywords: These people are actively looking for a tool like yours. These are your money keywords and where you should focus a good chunk of your budget initially.

• -> best AI tool for [your niche]
• -> [your product category] software
• -> AI [your core function] tool

3. Competitor Keywords: You mentioned you have competition. That's good! You can bid on their brand names. People searching for "[competitor name] alternative" or just "[competitor name]" are highly qualified. Your ad can pop up saying something like "Looking for [Competitor]? Try [Your Brand] - Easier, Faster & a Free Trial". This is a classic, effective tactic.

4. Brand Keywords: This is just bidding on your own brand name. It might seem silly, but it's important. It protects you from competitors doing the same to you, and it ensures that when someone searches for you specifically, you control the message and the landing page they see. These are usually very cheap clicks and have the highest conversion rates.

You'll want to group these keywords into tight, thematic ad groups. Dont just dump 100 random keywords into one ad group. An ad group for 'competitor A', another for 'competitor B', one for 'problem-aware' terms, and so on. This lets you write super-relevant ad copy for each search intent, which boosts your Quality Score, lowers your CPCs, and increases your click-through rate (CTR).

You'll need a solid campaign structure from the start...

How you structure your account is just as important as the keywords. A messy structure is impossible to manage and optimise. Based on what works for our software clients, I'd suggest starting with a few distinct campaigns.

Campaign 1: Brand Search
This is non-negotiable. It targets only your brand name and variations. Its job is to capture anyone looking for you directly. It will have a tiny budget but will likely be your best-performing campaign in terms of ROAS.

Campaign 2: High-Intent Non-Brand Search
This is your main workhorse. It'll contain your ad groups for 'Solution-Aware' and 'Competitor' keywords. This is where you'll spend most of your budget to begin with, as you're targeting people who are ready to make a decision. You'll want to split test ads relentlessly in here. Test different headlines, different descriptions, different calls-to-action (CTAs).

Campaign 3: Retargeting (Display or YouTube)
Not everyone who clicks your ad will sign up on the first visit. In fact, most wont. That's what retargeting is for. This campaign will show simple banner ads (or short video ads) to people who have visited your website but didn't convert. It keeps your brand top-of-mind and gently nudges them back to finish their signup. You can set up different audiences, like 'visited pricing page but didn't sign up' or 'started signup but abandoned'. This is often where a lot of the profit is made. It's about activating more of the users you've already paid to get to your site, which lowers your overall acquisition costs.

Campaign 4: Performance Max (PMax) - Maybe later
PMax is Google's all-in-one campaign type that runs across Search, Display, YouTube, Gmail etc. It can work really well for B2C SaaS once you have some conversion data for the algorithm to work with. I wouldn't start with it on day one. You'll want to get your search campaigns dialed in first to understand what keywords and messaging work. Once you have that data (at least 50-100 conversions), you can feed it into a PMax campaign and let it find new customers for you. It's powerful but you give up a lot of control, so you need to trust the data you're giving it.

This structure gives you control and clarity. You can see exactly what's working and what isn't, and allocate your budget accordingly. Proper split testing and campaign structure realy can go a long way.

You probably should focus on the website and funnel first...

I've seen so many businesses waste thousands on ads, sending perfectly good traffic to a landing page that just doesnt convert. Your website is the most critical part of this whole equation. Your ads can be perfect, but if the landing page is confusing, slow, or untrustworthy, you'll just be burning cash.

For a SaaS product, the landing page your ad points to needs to be a lean, mean, conversion machine. It should have one goal and one goal only: get the visitor to sign up for a trial.

Here's a few things I'd check on your page:

• -> A Killer Headline: It must grab attention and clearly state the main benefit of your AI tool. Not a vague slogan. Something like "Create [Outcome] in Seconds with AI" is much better than "The Future of [Your Industry]".
• -> Offer a Free Trial: You're a B2C SaaS. People expect to try before they buy. I've looked at so many SaaS websites that dont work because they ask for a credit card upfront or only offer a 'demo'. Who is going to pay for a new system without at least trying it out? A completely free trial usually works best to get people in the door. Make it prominent. "Start Your Free 14-Day Trial" should be the main button.
• -> Persuasive Copy: You need professional copy. It should focus on the user's pain points and how your tool solves them. Focus on benefits, not just features. We often use a dedicated copywriter for our SaaS clients because it makes that much of a difference.
• -> Social Proof: This builds trust. Do you have any user testimonials? Press mentions? Star ratings? Put them on the page. If you have none yet, even showing the number of current users ("Join 5,000+ happy users") can work.
• -> Remove Distractions: The landing page should not have a massive navigation menu with links to your blog, about us, careers, etc. Remove everything that doesn't lead towards the signup button. Give them one choice to make.
• -> A Clear Call-to-Action (CTA): The button should be big, bold, and tell them exactly what to do. "Start Free Trial", "Get Started for Free". Test the colours, test the text.

Your current website might be fine as a general site, but for paid ads, you almost always need a dedicated, optimised landing page. It's the difference between a 2% conversion rate and a 15% conversion rate, which has a massive impact on your final cost per acquisition.

This is the main advice I have for you:

To pull it all together, getting started with Google Ads for your SaaS is a process. It's not a 'set it and forget it' channel. It requires constant monitoring, testing, and optimising. Here's a summary of the main steps I'd recommend you take to get started on the right foot.

Why you might want expert help...

As you can probably tell, there's a lot of moving parts to get right. You can absolutely learn to do this all yourself, but it's a steep learning curve and mistakes in paid advertising cost real money, very quickly. You've built a succesful product and your time is likely better spent on that, rather than becoming a full-time ads manager.

Working with someone who has done this hundreds of times before for other software companies means you skip the expensive trial-and-error phase. We already know the structures that work, the copy angles that convert, and the optimisation strategies that bring costs down. I remember one medical job matching SaaS client, where we reduced their CPA from £100 down to just £7. I also remember another software client, where we generated $30k in lifetime deal sales. It's about applying a proven process from day one.

You're at a great point with 30k MRR. Now is the time to pour fuel on the fire with a scalable acquisition channel. Getting it right can transform your growth trajectory. Getting it wrong can be a frustrating and costly distraction.

If you'd like to chat further, we offer a free initial consultation where we can take a proper look at your specific situation and map out a more detailed strategy. We can discuss your goals and show you exactly how we'd approach building out your Google Ads account for sustainable growth.

Hope this initial overview was helpful for you!

Regards,

Team @ Lukas Holschuh