How to optimize ad campaigns for B2B SaaS Companies? - 5 Tried and Tested Tips

How to improve ad performance for your B2B SaaS brand? -

 min. read
September 18, 2023
Table of Contents

When we asked our Paid marketer buddies what’s the one that worries them the most about their jobs, most of them had this standard answer 👇

“Optimizing ad campaigns”. 

We are sure many of them probably search questions like “How to optimize ad campaigns” or “How to improve ad performance” a LOT of times. 

That’s precisely why we decided to write about this. 

You see, optimizing your campaign performance is relatively easy if you are using the right strategies. 

In this article, we have come up with five tried and tested campaign optimization strategies that work 9 out of 10 times. So, let’s get going! 

5 Strategies to Optimize Ad Campaigns for B2B SaaS Brands 

Below are the actionable strategies to optimize your ad campaigns for B2B brands:

Ad campaign optimization strategies

Interactive Product Demo CTA

When it comes to B2B SaaS, potential customers crave information and experience. An interactive product demo Call to Action (CTA) can work wonders on platforms like LinkedIn and Google Search.


In 2023, LinkedIn is more than a professional networking site; it's a goldmine for B2B marketers. Create a LinkedIn CTA that invites users to "Request a Live Demo" in their feed. Make it irresistible so they can't resist clicking.

CRM platform Bigin uses “Try Bigin Now” as the CTA of their LinkedIn ad creatives.

Bigin LinkedIn creative

As soon as you click on this CTA, it takes you to a landing page where an interactive product demo is embedded

Bigin dashboard

This helps your target audiences to have a quick overview of the product without signing up for a Free Trial or getting on a call with your sales team. They will go ahead if they feel that the product matches their needs. They will not. 

Creating an interactive product demo and adding it as CTA can attract more potential customers and work as a lead qualifier process for brands. 

Google Search 

Utilize Google's ad extensions to add a "Try Self-guided demo" button to your text ads. This provides a direct path to a demo, minimizing the steps between curiosity and conversion.

Note how Asana has done this 👇

Asana search ad

Once you click on this CTA, it will take you to a page where Asana has embedded a brief live product demo that helps customers with a rough understanding of the product to make an informed decision.

Asana demo

Write the Best Landing Page Copy

Your landing page is the bridge between a click and a conversion. Make sure it's a sturdy one! 

Let us break down the sales landing page of Odoo along these factors: 

  • Clarity: Ensure your landing page immediately communicates what your product or service does. Use clear, concise language that eliminates any confusion. 
Odoo Messaging

Notice how, in the first fold of the landing page, Odoo clears its value proposition. In the most straightforward way possible, this brand has communicated what it does without leaving any room for jargon. 

Value Proposition: Highlight the unique value your B2B SaaS offers. Why should potential customers choose you over competitors?

Odoo product tour

While Odoo has discussed its value proposition in the very first fold, that’s not the end. In the next fold, Odoo embeds a video tutorial to communicate its value proposition with potential customers clearly. 

  • CTA Placement: The "Request a Demo" button should be prominent and strategically placed. It should be the natural next step after absorbing your landing page content.

Back to Odoo’s example, we can see only 2 CTAs on the entire landing page. The first one in the first fold (Note above in point no. 1☝️) and the second one in the final fold like below 👇

Odoo CTA

The fact that there are only two CTAs and both say the same thing - “Start Now - it’s Free”, somehow increases my trust as a first-time visitor. I don’t feel that Odoo is trying hard to sell its products to me. Rather, it feels that the brand is inviting me to try the free version of the product, which is fascinating! 

Also, the “No credit card required” factor increases my trust even more, and as a first-time user, we don’t want to make any financial commitments without trying the tool first. 

Looking for more ways to increase the conversion rate of B2B websites? Read our latest blog

Focus on Keyword Matching and Negative Keywords

Keywords are the lifeblood of your ad campaigns. To optimize, you must dive into keyword matching and negative keywords. 

There are four types of keywords that you should be aware of to improve ad performance:

Keyword optimization table
  • Broad Match: Cast a wide net with broad match keywords, but be prepared for higher competition. Use these strategically for top-of-funnel campaigns.
  • Phrase Match: Target a more specific audience with phrase-match keywords. They offer a balance between reach and specificity.
  • Exact Match: For precision, go with exact match keywords. This ensures your ad is shown to users actively searching for your product or service.
  • Negative Keywords: Equally important, negative keywords prevent your ads from appearing for irrelevant searches. This saves budget and improves campaign efficiency.

To optimize ad campaigns, paid marketers should further find the answers to the following questions:

Ad campaign optimization checklist

Once you have the keywords categorized as per the above groups and the answers to the above questions handy, you can easily design a paid campaign with a high conversion rate. 

Enhance Copies and Visuals Across All Touchpoints

Your ad copies and visuals should resonate with your target audience and align with their buyer's journey. 

Some of the common touchpoints that you need to focus on are: 

  • Search ads 
  • LinkedIn ad creatives 
  • The landing page where your Search ad or LinkedIn ad redirects the prospects 
  • Your visuals (for landing page and creatives) 
  • The form that the visitors need to fill out for conversion 

Here's how to keep your ads consistent and crisp throughout the above touchpoints:

  • Ad Copy Relevance: Ensure your ad copy directly addresses your target audience's pain points and needs. Speak their language.

Here is a relevant LinkedIn ad from Lusha that we loved:

Lusha ad creative

See how the copy hits the right emotional chords to attract the prospects ☝️

  • Ad Extensions: Use ad extensions on Google Ads to provide additional information like reviews, ratings, and site links.
  • A/B Testing: Regularly test different ad copies and visuals to see which resonates best with your audience. Data-driven decisions are your best friend. 
  • Visual Consistency: Maintain consistency across your ads, landing pages, and website. This reinforces your brand and builds trust.

How cool is this ad creative from 👇 creative

Track Campaign Performance Regularly

Optimization is an ongoing process, and tracking performance is key to success. Don't set and forget your campaigns.

Ad campaign metrics

Here's what to do:

  • Analytics Tools: Utilize the analytics tools provided by the advertising platforms. Google Analytics and Facebook Pixel are your best pals.
  • Conversion Tracking: Set up conversion tracking to measure the success of your campaigns. Know which ads are driving results and which need tweaking.
  • A/B Testing: As mentioned earlier, continue A/B testing to fine-tune your campaigns based on user behavior.

Final Thoughts 

In B2B SaaS marketing, optimizing ad campaigns might seem like an uphill battle, but it's a battle worth fighting. You'll unlock the magic of ad optimization by implementing interactive product demos, crafting stellar landing page copy, mastering keyword matching, enhancing ad copies and visuals, and keeping a vigilant eye on performance metrics.

Remember, in this ever-changing digital landscape, staying informed about the Google Search and LinkedIn ad best practices for 2023 and exploring growth marketing ideas can set you apart from the competition. So, go forth, brave marketers, and turn those ad campaigns into conversion goldmines! Your next click could be your most significant success.

Still, trying to figure out where to start? 

The easiest way to boost your conversion is by embedding an interactive product tour using product demo software like Rivia

Book a demo! 

And that's a wrap, folks! Happy optimizing!