Facebook Ads for SaaS | Example-based Full Guide with Ticklie

Rima Karapetyan
27 September 2023
10 min read
Facebook ads for SaaS


In the ever-evolving world of digital marketing, Facebook Ads have emerged as a great platform for connecting with your target audience. But wait, we're not here for just another boring marketing lecture. We're diving into the exciting realm of Facebook Ads for SaaS, and we've got a fictional case study to guide you.

Meet Ticklie, your soon-to-be favorite task management software!
(Note: Ticklie is imaginary, but it's a perfect example of how to succeed in Facebook Ads as a SaaS company).

Before we unravel the magic of Facebook Ads for SaaS with our imaginary friend Ticklie, let's set the stage with some mind-blowing stats for 2023:

Users: Facebook retains its status as the largest social media platform with over 2.8 billion active users worldwide. This vast user base offers unparalleled opportunities for creating a global playground for connections.

Time-Spent: On average, users spend approximately 38 minutes per day on Facebook. People are spending more time on Facebook than ever before. This significant daily engagement makes Facebook a prime platform for connecting with potential customers and fostering brand loyalty.

Revenue from Ads: Facebook's advertising revenue in 2023 is projected to exceed $100 billion. This staggering figure showcases the platform's profitability and its attractiveness to businesses looking to advertise their products and services.

Now, let's dive deeper into how companies like Ticklie can leverage Facebook Ads for SaaS to succeed in this dynamic landscape.

Busting the Myth: B2B Ads on Facebook

One common misconception is that Facebook is primarily a platform for B2C brands. However, this couldn't be further from the truth. Let's debunk this myth by discussing our B2B case study that has thrived on Facebook. It's a versatile platform that holds immense potential for B2B marketing, and we'll explore how it can benefit your SaaS business.

Picture This: Ticklie's Journey

Ticklie is a SaaS company specializing in cutting-edge business task management software. It is designed for remote, hybrid, and in-house teams to ease the project management processes for teams. Ticklie’s features are meticulously crafted with a keen understanding of its target audience's needs. Every element, from the communication features like chat and call within the task, to the multitude of functions aimed at making communication between remote and hybrid teams faster and more efficient, has been thoughtfully developed to cater specifically to the demands and preferences of users.

With the stage set and our trusty companion Ticklie by our side, let's see the insights that can lead your SaaS business to Facebook Ads success.

SaaS Ads: A Unique Challenge

Advertising SaaS products is distinct from promoting physical goods. You're offering software solutions that require a tailored approach to address specific pain points and effectively demonstrate your software's value.

Can Facebook Ads Fail for SaaS? 

The answer is yes.
Before we dive into the strategies for success, it's crucial to understand why Facebook Ads might not work optimally for SaaS companies. Identifying these potential pitfalls is the first step toward overcoming them.

In the case of Ticklie, they initially struggled with Facebook Ads when they took a one-size-fits-all approach. They created a very general visual and wrote ad copy that didn’t solve any pain points that the audience had.

Tickle’s previous Facebook ad visual

Headline: Best Task Management Software
Copy: Manage the work process with our tool - Ticklie. It is a task management platform with an advanced UI. Ticklie is a great way to keep communication too. Try now and experience the power of organized work!

Kind of bad, isn’t it? However, they learned that addressing specific pain points through tailored ad campaigns was the key to success, so they changed their strategy.

After understanding the approach to Facebook Ads, let’s see our fresh tips about how to succeed in this game.

13 vital tips for success in Facebook Ads

Tip #1: Thoroughly Research and Understand Your Customers:
Know your Buyer Persona better than they know themselves. Understand the psychology of your potential user.

Creating Facebook Ads for your SaaS product begins with a deep understanding of your target audience. You need to know them inside and out to craft compelling ad campaigns. Let's break down how to create an effective buyer persona.

Ticklie created detailed buyer personas for businesses seeking task management solutions. They identified pain points such as missed deadlines and inefficient task allocation, which became the focal point of their Facebook Ads.

Demographics: Start with the basics like age, gender, location, and job title. These details help you target your ads effectively.

Pain Points: What challenges does your SaaS product solve for your audience? Understanding their pain points is crucial.

Online Behavior: Where do they spend their time online? Are they active on Facebook, Instagram, or other platforms?

Objections: What objections might they have about using your product? Addressing these objections in your ads can boost conversions.

Tip #2: Create Facebook Ad Funnels and Match Ads and Audiences
The customer journey isn't always straightforward. It typically involves several stages: awareness, consideration, decision-making, and, hopefully, conversion. To cater to each stage effectively, you need a Facebook Ads funnel.

For Ticklie, we crafted a Facebook ad funnel that guided potential clients through each stage of the decision-making process. Their "Awareness" ads highlighted common task management challenges, while their "Decision" ads showcased glowing client testimonials.

Awareness: Attract potential customers with informative content. Consider blog posts, videos, or infographics that highlight the problem your SaaS product solves.

Consideration: Once they're aware of your solution, nurture their interest with more in-depth content. Share case studies, webinars, or e-books.

Decision: Now, it's time to convince them that your SaaS product is the best choice. Showcase customer reviews, free trials, or demos.

Action: In this stage, ads should provide a clear and compelling call to action (CTA) that guides prospects toward the specific action you want them to take.

Tip #3: Use the Facebook Pixel to Its Full Potential
The Facebook Pixel is your SaaS advertising secret weapon. It's a piece of code that you place on your website to track user interactions. It is a MUST! Here you can see how Ticklie embedded the Facebook Pixel on their website.

And here's how to make the most of it:

Events and Custom Conversions: Set up events and custom conversions to track specific actions on your site, like sign-ups or purchases. Use these insights to optimize your ad campaigns.

Retargeting Audiences: With the pixel, you can create retargeting audiences. These are users who've visited your site but didn't convert. Remind them of your amazing SaaS product with targeted ads.

Tip #4: Leverage Lookalike Audiences
But first of all…what is a Lookalike Audience? Think of Lookalike Audiences as your shortcut to finding new customers who resemble your existing ones.

Ticklie didn’t use this approach previously, but we identified their most engaged customers and used Facebook's Lookalike Audiences to reach potential clients with similar characteristics and behaviors. It significantly expanded their reach. They had a solid base of 10,000 paying customers, and we used their email information to create lookalike audiences on Facebook. However, if you don't have such a customer base, there's no need to worry. You can still achieve similar results by using email lists from sources like ebooks and free plans. Alternatively, you could consider scraping data from other companies, but ensure that the list you obtain closely matches your target audience to make it effective.

Test Different Sizes: Don't put all your eggs in one Lookalike basket. Test various audience sizes like 1%, 1-2%, and 2-3% to find the sweet spot for your SaaS ads.

Types of Lookalikes: You can create Lookalike Audiences based on different criteria. Consider Lookalikes of your paying customers, retargeting lists, video viewers, or highly engaged audience segments.

Tip #5: Leverage the Targeted Audience to Train the Pixel and Then Go Broad
When you're just starting with a new Facebook Ads account, it's essential to get as targeted as possible to train the pixel effectively. Once your pixel is well-trained, you can broaden your audience and reach more potential customers.

If you don't have conversion data yet, you can target a smaller group of people, up to a million. But if your ads are doing well and you've got 50 or more people taking action because of your ads, then it's better to aim for a bigger group, between three and five million. This way, you can make your ads work even better by reaching more potential customers.

With Ticklie, we initially focused on a narrow audience to train the Facebook Pixel effectively. Once they achieved the desired results, we gradually expanded their reach to a broader audience, boosting their overall conversions.

Tip #6: Pay Attention to Ad Frequency
What is Ad Frequency?
Ad frequency refers to how often a user sees your ad. It's a critical metric to monitor. Here's how to handle it:

Keep It in Check: Ad fatigue is real. Try to keep your ad frequency between 1 and 5 times a week. When it hits that upper limit, it's time to introduce fresh ad creatives.

We closely monitored the ad frequency of Ticklie, to ensure the audience didn't suffer from ad fatigue. We regularly refreshed their ad creatives to maintain engagement and avoid oversaturation.

Tip #7: A/B Test Everything
A/B testing is an essential element of successful SaaS advertising. But how to do it, you may ask. 

We experimented with different ad formats, headlines, and audience segments, refining their strategy based on what performed best.

Ad Variations: Have at least three different ad variations per ad group. Test different ad formats, images, headlines, and ad copy.

Audience Diversity: Don't put all your eggs in one audience basket. Experiment with interest-based audiences, lookalike audiences, and custom audiences within a single campaign.

Content Variety: Mix it up with various content types. Include image ads, video ads, and even GIFs in your ad groups to see what resonates best with your audience.

You can test visuals by changing the colors or trying different styles of the visual. Here are examples of Ticklie’s visuals;

Copy: Tired of the endless back-and-forth emails, scheduling nightmares, and the constant struggle to coordinate with team members across different time zones? We've got your back! Say hello to Ticklie - the finest solution for task and project management.

📞 Direct Calls from Tasks: No more waiting for responses, you can instantly jump on a call right from your task list.

⏰ Time Zones Made Easy: Ticklie enables team members to easily view each other's time zone

✅ Task and Project Management: Keep all your tasks and projects neatly organized in one place. Assign, track progress, and hit your deadlines with ease.

Learn more and try our Free plan now!

CTA: Learn more

Tip #8: Optimize Your Ads & Landing Pages for Mobile
Mobile usage is on the rise, and your SaaS ads need to shine on smaller screens. Ticklie’s mobile ads were not effective exactly because of their boring visuals and bad ad copies. With our efforts, we wrote a short, attention-grabbing ad copy and ensured that mobile users engaged with their content effectively. 

Mobile Usage Stats: Understand the mobile landscape. More people access Facebook from mobile devices than desktops, so make your ads mobile-friendly.

Optimizing Landing Pages: Your landing pages should be a seamless experience on mobile devices. Think about mobile UI/UX (user interface/user experience) to keep users engaged.

Ad Copy Matters: On mobile, users' attention spans are shorter than a TikTok video. Hook them within the first sentence of your ad copy (before they hit "see more")—you've got around 90 characters to make it count.

Tip #9: Extract Emails from Linkedin
LinkedIn is the Email Goldmine. It is the best for extracting potential buyer emails. Utilize tools like Appoll, Phantom Booster, or similar platforms. From Ticklie’s experience, they leveraged LinkedIn to extract potential buyer emails from businesses seeking task management solutions and they got a highly targeted email list for their Facebook Ads campaigns.

Tip #10: Leverage Retargeting
Retargeting is like the Jedi mind trick of SaaS advertising.

What is Retargeting?: It's the art of showing ads to users who've visited your website but didn't convert. These are warm leads who need a gentle nudge.

Building Retargeting Audiences: Create retargeting audiences based on user behavior. Did they visit your pricing page but didn't sign up? Craft ads specifically for them.

Track All Conversions: Don't just focus on the end goal. Track all conversions along the way, from sign-ups to engagement, to understand the user journey better.

When we were working on Ticklie’s RTG campaign, the first thing we did was tell about the uniqueness of the best features of their platform; in that stage, the audience already knows about your product or service, so it is time to show them something special and valuable.

Tip #11: Optimize for the Right Goal
Facebook offers various ad goals, and choosing the right one is crucial. Ticklie’s general goal is to get 100 customers within 3 months with at least 1.5 ROAS. We separated it into different goals for each Facebook campaign to match the potential user’s journey stage. For the awareness stage, we focused on website traffic, while for the conversion stage, our goal was lead generation. This way you can be ensured that your ads are always in sync with your objectives.

Let's break down these goals:

Mention All Goal Types: Cover all the available goal types on Facebook, from website traffic to lead generation and app installs.

Which Goal for Which Stage: Understand which goal aligns with each stage of your SaaS customer journey. Different goals work better for awareness, consideration, and conversion stages.

Tip #12: Scale Slowly
Scaling your Facebook Ads campaigns can be a double-edged sword. While it's exciting to reach a broader audience, it also presents challenges. In the case of Ticklie, we experienced substantial growth in their user base but recognized the importance of maintaining a healthy CPA. By closely monitoring their ROI and allowing Facebook's learning phase to work its magic, we experienced that their scaling efforts remained profitable.

Machine learning needs time to work and adapt to your changes, so if you increase your budget very often and with large amounts, it can lead to disruption. This could result in less efficient spending and lower overall campaign performance. The best practice is scaling not more than 20%. Consider a gradual and measured approach to budget scaling, allowing the machine learning algorithms to adjust and optimize your campaigns over time. This way, you can achieve more cost-effective results and maximize the return on your advertising investment.

Here's how to scale your campaigns effectively:

What is CPA: CPA stands for Cost Per Acquisition. It's the amount you spend to acquire a customer through your Facebook Ads. As you scale, closely monitor your CPA to ensure it remains within an acceptable range.

What is Return on Investment (ROI): ROI measures the profitability of your Facebook Ads campaigns. It's the ratio of the net profit generated from your ads to the total cost of those ads. Keeping an eye on ROI helps you determine the true value of your campaigns.

The Learning Phase: Facebook Ads have a learning phase during which the platform gathers data about your ads' performance. It's essential to be patient during this phase as Facebook optimizes your campaigns for better results.

Tip #13: Keep an Eye on Competition
In the ever-competitive world of Facebook Ads, knowing what your competitors are up to can provide a significant advantage. Stay ahead of the game.

Use Tools Like Facebook Ads Library: The Facebook Ads Library allows you to explore your competitors' Facebook Ads. You can gain insights into their creative strategies, ad placements, and even their messaging.

About Bigspy: Bigspy is a powerful ad spy tool that helps you uncover competitors' ad campaigns across multiple platforms, including Facebook. You can filter ads by keywords, industries, and ad types.

Ticklie regularly used these tools to analyze their competitors' ad strategies. By understanding what others in their niche were doing, they could fine-tune their campaigns for better results.

Tip #14: Leverage Testimonials
Testimonials are a potent weapon in your SaaS marketing arsenal. They provide social proof and help potential clients build trust in your product. See Ticklie’s testimonials.

And, of course, a conclusion

Based on our experience working with over 37 SaaS partners, these examples and tricks serve as a guide to every business in the industry.

Facebook Ads are a treasure trove of opportunities for companies like Ticklie. By understanding your audience, optimizing your ad campaigns, and staying vigilant in a competitive landscape, you can harness the power of Facebook to propel your SaaS business to new heights.

What are you waiting for? Let's get those Facebook Ads rolling and watch your SaaS success story unfold!