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How to Run Remarketing Ads for SaaS in Google Ads 

In the competitive landscape of Software-as-a-Service (SaaS) marketing, reaching the right audience is crucial for driving conversions and maximizing return on investment (ROI). 

Remarketing, a powerful strategy offered by Google Ads, enables SaaS marketers to re-engage and target users who have previously shown interest in their offerings. 

In this article, we will explore the concept of remarketing and how it can help SaaS companies target the right audience, increase conversions, and achieve maximum ROI on Google Ads.

Understanding Remarketing in SaaS Marketing

Remarketing, also known as retargeting, allows SaaS marketers to reconnect with users who have interacted with their website or digital assets before. 

By placing a tracking pixel or code snippet on their website, SaaS companies can capture user data and display targeted ads to these specific users as they browse other websites or platforms within the Google Ads network. 

Remarketing enables marketers to deliver personalized messages and offers to a warm audience, increasing the chances of conversion.

Targeting Engaged Prospects

Remarketing allows SaaS marketers to focus their advertising efforts on users who have already shown interest in their products or services. 

By targeting engaged prospects who have visited specific pages, initiated a trial, or abandoned a shopping cart, marketers can tailor their ads to address their needs, overcome objections, and provide relevant incentives to encourage conversion. 

This precise targeting ensures that the advertising budget is allocated to an audience with a higher likelihood of converting.

Dynamic Remarketing – Tailoring Ads to User Behavior

Dynamic remarketing takes personalization to the next level by showcasing specific products or services that users have previously viewed or shown interest in. 

By dynamically populating ads with the exact products or services that users are familiar with, SaaS marketers can create a customized and enticing experience that reinforces their interest and drives them closer to conversion.

 This tailored approach enhances relevancy and significantly increases the chances of a successful conversion.

Increasing Conversion Rates and ROI

Remarketing allows SaaS marketers to stay top-of-mind with their target audience, which is crucial for increasing conversion rates and maximizing ROI. 

By presenting compelling offers, highlighting unique selling points, or providing exclusive discounts to the remarketed audience, marketers can create a sense of urgency and drive users back into the conversion funnel. 

Remarketing enables SaaS companies to engage users at different stages of the customer journey, reinforcing their interest and motivating them to take action.

Ad Customization and Creative Messaging

To effectively leverage remarketing in SaaS Google Ads, it is essential to create customized ad messaging that resonates with the targeted audience. 

Tailor the creative elements, such as headlines, visuals, and ad copy, to align with the user’s previous interactions and their position in the sales funnel. 

By personalizing the messaging and addressing specific pain points or objections, SaaS marketers can build trust, showcase the value proposition, and encourage users to re-engage and convert.

Monitoring and Optimization

Remarketing campaigns require continuous monitoring and optimization to ensure optimal performance. 

Monitor key metrics such as click-through rates, conversion rates, and cost per acquisition to assess the effectiveness of the remarketing efforts. 

Analyze the performance of different audience segments, adjust bidding strategies, and refine ad creatives to maximize results. 

Ongoing testing and optimization will help fine-tune the remarketing campaigns and further improve ROI.


Remarketing in SaaS Google Ads is a powerful strategy that enables marketers to target the right audience, re-engage engaged prospects, and increase conversions. 

By customizing ads based on user behavior and preferences, SaaS companies can deliver personalized messages, showcase relevant offerings, and drive users back into the conversion funnel. 

With proper monitoring, optimization, and a strategic approach to ad customization, remarketing empowers SaaS marketers to achieve maximum ROI and capitalize on the interest and intent of their target audience.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k 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.