Top 3 Ways to Leverage Facebook Ads for SaaS Companies

Precursor: If you have not read my blog post regarding the Workshop I conducted about SaaS Facebook ads at SaaStock Asia; I highly recommend you check it out here.

Do you have any of these apps on your phone? Do any of your friends have any of these apps on their phones? What about your co-workers? Suppliers? Business partners? And finally what about your prospects?

Chances are, you answered yes to one or more of the above questions. These apps in the image above are only some of the major apps in the Facebook empire. As you can see, most people in the world use one of these apps. As a result the next time someone says, my customer is not on Facebook, think again.

Following up on my last article where I addressed the top things I learned from conducting the workshop for SaaS companies; I decided to write about the top ways you can actually use Facebook Ads in your SaaS marketing strategy.

Tip 1: Lookalike Audiences

What do you need?

All you need is to set up your Facebook Pixel correctly and feed it the right data over some time. The right data can include, Trial signups and customers who bought your product. Besides, anyone who viewed a key piece of content such as a blog post.

How to do it?

To create a lookalike audience, go in the Audience section of your business manager on Facebook. Afterthat, create a custom audience of a specific action on site. For example, let's say you have 1000 sign-ups in the last 3 months for a trial of your product. You would need to create a custom audience of these 1000 people. Then create a lookalike audience of these 1000 people and choose which country you want to target.


Facebook will essentially create a lookalike (for a lack of a better word) of people that will buy your trial. They will find you, people, based on the never-ending amount of data they have on users, who are most likely to become trial users of your product. You can do this for each stage of your funnel to help bring down costs and improve your targeting immensely.

Tip 2: Retargeting Website Visitors

Image taken from

What do you need?

For retargeting to work effectively, once again, all you need is a Facebook pixel on your site. In addition, a setup to identify different parts of the funnel.

How to do it?

It’s simple, feed Facebook data based on user actions. Some of the most important actions could be Key page views, signups for trial versions, or users who have not used your app in the last 3 months. As an example let’s look at the users who signed up for a trial version and have not yet become paying customers. You can create a specific ad to lure them into buying your product.

Example: Create an ad asking them for feedback on your product, take them through a survey flow with a few questions, and incentivize them with a 50% off for the first 3 months offer.


In this way, you are able to gather vital feedback about your product and increase the number of people becoming buying customers. This is a win-win scenario and I urge you to start retargeting users, yesterday.

Tip 3: Promote Content for Inbound Marketing

What do you need?

Absolutely nothing different from things you are already doing. I bet you have some sort of content marketing plan and you are pushing out blogs, videos or maybe even podcasts? But are you promoting them on Facebook?

How to do it?

When you create content, you should also promote it, in a non-sales way, to your Facebook audience. This includes page followers, website visitors, lookalike audiences and even fans of your biggest competitors.


If done right, you can use this as a great tool to expand the reach of your rich content and use it as a great tool for bringing in leads, signups, free trials and much more.

In conclusion, my goal with this blog post is to convince you to actually try Facebook Ads as a tool for your SaaS marketing. With any new promotion method, planning is just as important as execution. Therefore, go back to the drawing board, come up with a strategy, and execute. If you would like us to take a look at your strategy, we would be more than happy to do so. Just shoot us a message on Facebook.

Rayed Chaudhry

Rayed is passionate about marketing and interested in learning new ways to hack (legally) marketing platforms to help businesses achieve growth using unconventional methods. Prior to starting Orion, Rayed has worked in various marketing positions and spent millions of dollars across different ad platforms.