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Top 10 Google Ads Mistakes for SaaS Businesses in 2024

Hey there, savvy SaaS marketers! Let’s dive into the world of Google Ads, a realm where precision, strategy, and insight reign supreme.

In the digital expanse of 2024, Google Ads stands as a beacon for SaaS businesses aiming to skyrocket their visibility and drive conversions.

However, this landscape is riddled with pitfalls that can thwart your journey towards achieving stellar ROI.

Fear not! We’re about to embark on a journey to uncover the top 10 Google Ads mistakes that SaaS businesses are prone to making.

By steering clear of these blunders, you’ll be well on your way to harnessing the full potential of your Google Ads campaigns.

1. Neglecting Keyword Match Types

First up, let’s talk about keyword match types. In the Google Ads universe, keywords are not just words; they’re the compass that guides your ads to your target audience. Now, here’s where many SaaS marketers trip up. Google Ads offers you a toolkit of match types – broad, phrase, and exact. Choosing the right match type is like picking the right gear in a car; it determines the pace and direction of your journey.

For SaaS businesses, precision is key. Your product isn’t just any product; it’s a finely-tuned solution designed for a specific problem. Using broad match keywords might seem like casting a wide net, but it’s more like casting a net with holes. You catch a lot of irrelevant traffic that drains your budget faster than a SaaS startup burns through coffee. On the flip side, exact-match keywords are your best friends. They ensure that your ads appear for searches that are as close to your offering as possible, maximizing your chances of converting clicks into trials and subscriptions.

But here’s the kicker: balancing between being too broad and too narrow is an art. It requires constant tweaking and testing to find that sweet spot where your ads reach the right audience without limiting your visibility. For SaaS businesses, where the audience might be niche but highly valuable, getting this balance right can make all the difference in your campaign’s success.

✏️ You can easily transform keywords into the match types that you want in bulk with our keyword wrapper.

2. Overlooking Negative Keywords

Next on our list of faux pas is overlooking negative keywords. Picture this: you’ve set up your Google Ads campaign, chosen your keywords meticulously, and you’re ready to watch the leads roll in. But then, you notice something odd. Your ads are getting clicks, but the conversion rate is abysmal. What gives? Enter the often-overlooked villain of the piece – irrelevant clicks.

This is where negative keywords come into play. They are the unsung heroes of your Google Ads campaign. By specifying negative keywords, you’re telling Google, “Hey, keep my ad away from these searches.” For a SaaS business, this is crucial. Why? Because your product is designed for a specific audience with specific needs. You don’t want your project management tool ad showing up for someone searching for “free project templates.”

Neglecting to use negative keywords is like leaving your house doors wide open. Sure, you might get a visitor you want, but you’re also going to get a lot of unwanted guests. And in the Google Ads world, unwanted guests are clicks that cost you money without any return on investment. Adding negative keywords helps you avoid wasting ad spend on searches that are not relevant to your SaaS offering, ensuring that your budget is spent on attracting the right audience.

✏️ We’ve created an AI Negative Keyword Generator tool that will help you come up with negative keyword ideas for your Google Ads campaigns.

3. Ignoring the Subscription Model in Ad Copy

Alright, let’s talk about the heart of your SaaS business – the subscription model. This isn’t just a pricing strategy; it’s the lifeline of your revenue stream. Ignoring this in your ad copy? Well, that’s like serving a gourmet meal without mentioning the ingredients that make it special. Your potential customers are out there, hungry for solutions that promise not just a one-off fix but ongoing value. Your ad copy needs to shout from the rooftops (or, more accurately, from the search results) about the unique benefits of your subscription model.

Whether it’s the ease of scaling up or down, the regular updates, or the 24/7 support, these are the hooks that can draw in your target audience. For SaaS businesses, the subscription model isn’t just another feature; it’s a core aspect of the value proposition. Failing to highlight this in your ad copy is a missed opportunity to connect with prospects on a deeper level. It’s about setting expectations right from the get-go and aligning with the needs and preferences of customers who prefer the flexibility and ongoing support that SaaS solutions offer.

Remember, your audience is bombarded with ads every day. To cut through the noise, your message must resonate with their specific desires and challenges. Ignoring the subscription model in your ad copy means you’re not fully showcasing the continuous value and convenience that could sway their decision in your favor.

4. Underestimating the Importance of Landing Page Experience

Moving on, let’s dive into the world of landing pages. Oh, and it’s a deep dive because the landing page experience is crucial. Think of your Google Ads as the charming invitation to an exclusive event. The landing page? That’s the event itself. Underestimating its importance is like inviting guests to a gala but greeting them with a lackluster party in a backyard. Your landing page needs to deliver on the promises made in your ad copy, providing a seamless, engaging experience that guides visitors towards becoming leads or customers.

For SaaS businesses, the landing page is your digital salesperson. It’s where you can elaborate on the features, benefits, and unique selling points of your subscription service. A well-optimized landing page speaks directly to the visitor’s needs, answering their questions, and addressing their hesitations. It’s not just about looking pretty; it’s about functionality, loading speed, clear call-to-actions (CTAs), and content that resonates.

A common mistake is directing all ad traffic to the homepage or a generic page that doesn’t match the ad’s message. This can confuse and frustrate potential customers, increasing bounce rates and squandering your ad spend. Customizing landing pages for different ads and target audiences can significantly improve conversion rates, turning clicks into customers.

5. Not Utilizing Ad Extensions Effectively

Last but definitely not least, let’s tackle ad extensions. Not using these effectively is like entering a sword fight with a blunt blade. Ad extensions expand your ad with additional information, giving potential customers more reasons to choose your SaaS solution. From site link extensions that direct users to specific pages on your site to callout extensions that highlight key benefits or features, these tools are designed to enhance your ad’s performance and visibility.

Yet, many SaaS marketers either overlook these extensions or use them sporadically, not fully grasping the power they hold in increasing click-through rates and providing valuable information at a glance. For instance, using structured snippet extensions to detail the types of services or products you offer can help users understand your SaaS platform’s capabilities before they even click your ad.

Moreover, call extensions can be a game-changer for SaaS businesses that benefit from direct inquiries, offering a direct line to your sales team right from the search result page. Neglecting these extensions means missing out on opportunities to showcase your SaaS solution’s value and make your ads stand out in a crowded marketplace.

6. Failing to Segment Campaigns by Audience or Product

Diving straight into our sixth pitfall, let’s talk segmentation. Imagine trying to sell a cutting-edge project management tool to both tech startups and large enterprises without differentiating your approach. That’s what happens when SaaS businesses fail to segment their Google Ads campaigns by audience or product. It’s akin to broadcasting the same message on every channel, hoping it sticks somewhere. This strategy is as effective as throwing darts in the dark and expecting to hit the bullseye.

For SaaS companies, where products often cater to diverse needs and functionalities, segmentation is not just beneficial; it’s critical. Tailoring your campaigns to address specific segments of your audience ensures that your message resonates deeply with their unique challenges and requirements. It’s about acknowledging that the CTO of a fast-growing startup might be swayed by different features than the IT manager of a multinational corporation.

Moreover, product segmentation allows you to highlight the distinctive benefits of different aspects of your SaaS platform. Maybe your software offers an exceptional analytics feature alongside project management tools. Running separate campaigns for each feature can attract different user groups, maximizing your ads’ relevance and effectiveness. Ignoring segmentation not only dilutes your message but also squanders your ad spend on less interested or irrelevant audiences.

7. Overlooking the Power of Remarketing

Next up is the often-overlooked powerhouse of Google Ads: remarketing. Skipping on remarketing is like having a second chance to make a great impression but choosing to walk away. For SaaS businesses, where the customer journey can be complex and decision cycles longer, remarketing is not just a strategy—it’s an essential tool in your marketing arsenal.

Remarketing allows you to re-engage individuals who have interacted with your website or shown interest in your product but haven’t converted. It’s the digital equivalent of following up with a prospect after a productive meeting. Perhaps a visitor checked out your pricing page but didn’t sign up for the free trial. With remarketing, you can target this visitor with tailored ads that address common objections or highlight features they viewed, nudging them closer to conversion.

This strategy is particularly effective in the SaaS industry, where customers often require multiple touchpoints before making a purchasing decision. By overlooking remarketing, you’re essentially leaving money on the table—failing to capitalize on the interest you’ve already paid to generate. It’s a critical error that can mean the difference between a prospect becoming a loyal customer or slipping through your fingers.

8. Not Tracking the Right Metrics or KPIs

Last but not least, let’s tackle the critical mistake of not tracking the right metrics or KPIs. In the realm of Google Ads, data is your compass, guiding your decisions and strategies. However, not all metrics are created equal, especially for SaaS businesses. Focusing on vanity metrics like impressions or clicks without diving deeper into what really matters—conversion rates, customer acquisition costs (CAC), lifetime value (LTV), and churn rate—can lead you astray.

For SaaS companies, the beauty and challenge lie in the subscription model. This means that understanding the long-term value of a customer is as important, if not more so, than the initial conversion. It’s about looking beyond the first click or sign-up and gauging the health and sustainability of your business model. Are your marketing efforts attracting the right kind of customer, one who will stay, upgrade, and advocate for your product?

Not tracking or prioritizing the right metrics can result in misallocated budgets, misguided strategies, and ultimately, a less effective use of Google Ads. It’s crucial to align your KPIs with your business goals, focusing on those that truly reflect success and areas for improvement. For SaaS businesses, this means paying close attention to metrics that measure engagement, retention, and customer satisfaction, alongside acquisition costs and ROI. Ignoring these nuanced metrics can leave you flying blind, unable to navigate the competitive landscape of SaaS marketing effectively.

9. Ignoring the Customer Journey

Let’s not beat around the bush: Ignoring the customer journey is akin to navigating a ship without a compass. For SaaS businesses, the path from discovery to decision is rarely a straight line. It’s a voyage filled with questions, comparisons, and considerations. If your Google Ads strategy treats this journey as a simple hop from ad to purchase, you’re missing the boat entirely.

The customer journey encompasses awareness, consideration, decision, and advocacy stages. Each stage requires a different approach in your messaging, keywords, and ad placements. For instance, early in the journey, potential customers might be searching for solutions to a problem they’re just beginning to understand. Here, educational content and broad keywords might draw them in. Later, as they evaluate specific SaaS solutions, targeted ads that highlight unique features or offer comparisons can guide them towards a decision.

By ignoring the nuances of this journey, SaaS marketers risk delivering the wrong message at the wrong time. It’s not just about getting in front of your audience; it’s about being there with the right information when they’re ready to take the next step. Tailoring your Google Ads strategy to the customer journey ensures that your marketing efforts are as efficient and effective as possible, nurturing leads towards conversion with precision and care.

10. Failing to Test and Optimize Ads Continuously

Now, onto a critical misstep: the failure to test and optimize ads continuously. This isn’t just a small oversight; it’s a fundamental flaw in any Google Ads strategy. The digital marketing landscape is not static—it’s as dynamic as the weather, changing with consumer behaviors, market trends, and technological advancements. Treating your Google Ads campaigns like a “set it and forget it” slow cooker recipe is a recipe for disaster.

Continuous testing and optimization mean regularly experimenting with different ad copy, keywords, bidding strategies, and landing pages to see what resonates with your audience. It’s about being agile, learning from real-world data, and pivoting as necessary. For SaaS businesses, this is crucial. The competitive edge often lies in how quickly and effectively you can adapt to what your data is telling you.

Failing to embrace this iterative process means your campaigns will grow stale, your messages will miss the mark, and your competitors will outmaneuver you. Optimization is not a one-time task but a continuous endeavor that can significantly impact your campaigns’ ROI and your SaaS product’s overall success.


Navigating the Google Ads landscape in 2024 demands more than just a budget and basic knowledge of keywords. For SaaS businesses, it’s about understanding the uniqueness of your offering, the journey your customers undertake, and the continuous cycle of testing and optimization that drives success. The pitfalls we’ve explored are not just bumps in the road; they’re warning signs that your strategy might need a course correction.

Remember, each mistake offers a lesson and an opportunity to refine your approach. By steering clear of these common errors and adopting a more strategic, data-driven, and customer-focused mindset, you’re not just avoiding pitfalls; you’re setting your SaaS business on a trajectory toward growth and profitability. So, take these insights, apply them to your Google Ads campaigns, and watch as your efforts translate into tangible results.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $700k+ monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.