Short answer: For SaaS, Google Ads works best on high intent searches: your category plus words like software, tool or platform, alternatives to known products, and problem searches with buying intent. Send each theme to a matching landing page, track trial starts, activations and paid conversions, and import those later stages back into Google Ads so Smart Bidding learns which clicks become customers, not just sign ups.
Keyword themes for SaaS
| Theme | Example | Intent |
|---|---|---|
| Category | invoicing software for freelancers | High |
| Alternatives | alternative to [competitor] | High, needs a comparison page |
| Use case | track employee leave online | Medium to high |
| Integration | CRM that integrates with Gmail | High for the right audience |
| Brand | your product name | Very high, protect it |
| Informational | what is accounts payable | Low, better for content |
Campaign structure
- Brand campaign to protect your name.
- Category and use case campaigns grouped by theme, each with its own landing page.
- Competitor and alternatives campaign with honest comparison pages and its own budget.
- Remarketing through Demand Gen or Display for visitors who did not sign up.
Landing pages
- Match the search: an “invoicing for freelancers” search should land on a page about exactly that.
- Show the product early, with screenshots or a short video.
- Make the trial or demo call to action clear, with few form fields.
- Add social proof such as reviews or customer logos, if you have permission to show them.
Track beyond the sign up
A trial sign up is only the first step. Track:
- Trial or demo request
- Activation, such as completing setup or a key action
- Paid conversion
- Revenue or plan value
Import activation and paid events back into Google Ads, using offline conversion import or enhanced conversions for leads. Then optimise toward the deepest stage with enough volume.
Bidding
Start with Maximize conversions on trial sign ups if you have no history. As paid conversions grow, assign values and move to Maximize conversion value or Target ROAS, so Google favours the clicks that turn into paying customers.
Frequently asked questions
Do Google Ads work for SaaS?
Should SaaS companies bid on competitor names?
What should a SaaS company track in Google Ads?
How do I import paid customers into Google Ads?
Should I send ads to the homepage?
Who can run Google Ads for my SaaS company?
Want more trials that turn into customers?
I can set up campaigns and tracking around paid conversions. See my Google Ads management service or request a free ads audit. Also read Google Ads offline conversion import and Bidding on competitor keywords.