If you want to attract new customers to your SaaS, Facebook is the place to be.
With over 91% of marketers considering Facebook to be a better B2B advertising platform than LinkedIn, there’s no longer any doubt about it:
The party starts when Facebook walks in.
The reasons are numerous; from Facebook’s different ad types to the average conversion rate of 10.63% for B2B.
And today, we’re going to show you 19 SaaS Facebook ad examples you can copy, that may well help to make your next marketing campaign a resounding success!
Capterra is the go-to resource for software and they leveraged Facebook image ads to drive the point home.
In fact, they’re even using memes!
When executed properly, meme advertising is a great way of making your audience laugh, and relate to your product.
- Focus on emotions. Try using the phrase “That feeling you get when,” and pair it with what your product offers. Use photographs to show how customers feel when using your product.
- Your customers aren’t older than 35? Great, they might love humorous advertising!
Sometimes, you have to get straight to the point by invoking a common pain point and offering a solution right away.
- Focus on product benefits, not features. Customers want to know how you’ll solve their problems. Bonus points if you also demonstrate how they’ll feel, like in the Capterra ad.
- Put your money where your mouth is, AKA: support your claims with statistics. Numbers always draw attention, and they can seal the deal when they’re relevant to the target audience.
When you’re advertising your product, what you’re actually advertising is a change to your customers’ lives.
How will their lives change after using your product?
Dropbox does a great job of explaining the change that will take place.
- Solve your customers’ problems for them. Present a problem, and then offer a solution. Emphasize the change that will take place. You can also demonstrate it with tasteful visuals.
- Make sure your copy flows nicely. Dropbox’s image copy is a bit confusing (“Work remotely offline”). Your customers have to understand the benefits immediately.
Facebook Ads make it easy to advertise to top talent!
Just consider what Bolt is doing:
If you want to attract more candidates, use carousel image ads like Bolt. Display positive hiring statistics, and show talent what a great time they’ll have at your company!
- Use Facebook carousel ads to highlight multiple benefits of your product/company. Bolt uses it to hire, but you can use it to promote your products, as well.
- Mention relevant statistics.
- Use descriptive URLs that reinforce the ad intent.
If your customers usually need a lot of convincing to sign up for your product, follow ProcurementFlow’s example.
Content plays a vital role in B2B purchasing decisions, especially if you have a complex product or are trying to lead a transformation in the way someone does their work.
Try advertising a particularly good lead magnet, like a high-quality guide or whitepaper to convince your leads that you’re the best product for their problem.
Quick tip though – make sure the ‘lead magnet’ is actually useful.
Looking to replicate this ebook campagin?
At Hey Digital, we worked with ProcurementFlow to create this whitepaper campaign including all the design for ads and landing pages.
- Invoke emotion. The ad above encourages you to ‘not get left behind’.
- Use engaging visuals that stand out in the feed.
- Use Facebook advertising to retarget leads who are still on the fence.
We’ve all been conditioned to love free resources. That’s why, in their ad, Reply use their free templates to draw in new leads.
One tip: be more specific.
When you see Reply’s ad, it doesn’t speak to you.
Are these templates for small business owners? Marketers? Beauticians?
There’s no way of telling, which automatically makes this ad less relevant to different audiences.
- Offer a valuable resource for free, and advertise it through Facebook to generate more leads.
- Decide whom you’re talking to. Be specific about your target audience. Clearly state who your resource is for.
Clearbit: The Best SaaS Facebook Ads Offer Social Proof
So if you want to attract new customers, or convince your middle-of-the-funnel leads to take the plunge, start leveraging social proof.
While the ad copy itself isn’t as engaging as it could be, the review works like a charm!
- Use social proof like reviews and testimonials, especially for retargeting your middle-of-the-funnel customers.
- Remind your customers of the ad intent in your CTA box.
- Start your ad copy with a question, a statistic. At the very least, don’t use a long sentence right away like Clearbit does.
Appcues: Prove Your Value
There is nothing B2B customers like more than case studies, and Appcues successfully leverages it to launch one of the best SaaS Facebook ads.
Promoting your case study has two benefits: it proves your product is valuable to customers, and it’s actionable.
- Statistics are engaging, but a compilation of them works even better. Advertising your case studies is the best way to streamline conversion.
- Use stock photography or photographs of your clients that leverages photos of people displaying positive emotions. They are known to increase conversion rates.
PromoRepublic: Advertise Free Trials
Free trials don’t work for all SaaS companies, but if you offer one, you better promote it through Facebook while emphasizing the benefits!
- Promoting a free trial of your product is even better than promoting your product alone. Free trials are actionable, and customers make micro-commitments, increasing their chances of committing to a paid plan in the future.
- Emphasize the benefits of your product.
UpContent: Reel Customers in with a Free Demo
As we said, the free trial or the freemium road is not for every SaaS company. But you can always offer your customers (preferably those that have shown interest in your product in the past) a demo.
If you don’t want to waste time on demos, you could link your ad to a series of videos which function as a demo.
- Advertise your demo, instead of making customers feel like they have to commit to paying for the subscription right away.
- Educate your customers on the benefits of your software, and tease them in the ad.
Proposify: Use Strong CTAs
Sometimes, the best way for your potential customers to understand your product is to download it.
This is the case with Proposify, who encourage customers to download the app and get started right away:
While this kind of ad works best for middle-of-the-funnel customers who have been aware of your company for a while, it also shows us the importance of strong, actionable CTAs.
- Your CTA has to tell your leads what to do next. Avoid “Learn more” if you can use “Book a demo,” or “Download the app.”
- If retargeting, urge your leads to take action right away.
Monday.com: Introduce Yourself with a Video
Video has been around for quite a while now, but customers still react to it like it’s a novelty. Relevant video often gets much higher engagement rates than images or plain text.
Monday.com uses an engaging video to reel their leads in, starting from the common problem (an overflowing inbox) and transitioning towards the solution.
- If you’re using video for lead generation, start with a relatable problem. Then, offer a solution. It’s important for leads to immediately relate to the presented problem.
- In general, use video. It doesn’t have to be Hollywood production; even a brief slideshow works great!
- Don’t forget to add closed captions. A lot of folks watch videos on mute.
Salesforce: Best SaaS Facebook Ads Use Location Targeting
Targeting and personalization are everything. Yes, even when it comes to location.
Salesforce ramps up the relatability and personalization based on the viewer’s location.
- Personalization converts, and that’s a fact. Don’t target different audience segments at once. Instead, use either dynamic ads to create personalized ads at scale, or create different campaigns for different folks.
- Create ad creatives that show every lead that you’re keeping their unique needs in mind. If your product serves different purposes to different audiences, create separate ad campaigns instead of trying to cover it all with one.
Dubsado: Increase Brand Awareness
If you want to become a household name, Facebook ads are going to work great for your SaaS’ brand awareness.
Clearly explain the benefits like Dubsado does. However, make sure your destination URL is descriptive, and reaffirms the ad intent!
- Create a landing page with a CTA, even for your brand awareness ads. Dubsado use a generic ‘Learn More,’ so you get bonus points if you ask your viewers to take action.
MailerLite: Show Why You Are Better than Your Competitors
A lot of people lookup comparisons between similar software before committing to one. The best way to reach those customers is to target them with a relevant content piece.
- Help your leads make the best decision by advertising middle-of-the-funnel, comparative content. The best part is: it’s evergreen! You can just update it when something changes.
- Use numbers. How many people use your product? How are they similar to the leads you’re trying to attract? Leverage that knowledge to create a super-specific ad.
JotForm: Your Offer Is Great, and Your Ad Should Be Engaging
The very best of offers can get lost in an over-saturated Facebook feed, so make sure yours stands out.
JotForm uses targeting and carousel ads to highlight their offer. It’s a win-win!
- Make your offer specific. Who is it for? Personalizing your offer makes it seem more exclusive, pushing more target audience members to click through and take you up on it.
- Use carousel ads with engaging visuals. One of the best ad types for SaaS companies on Facebook are carousel ads, as they allow you to highlight multiple benefits.
ActiveCampaign: Promote Offline Events
Using digital to promote local, and vice versa is especially charming.
In this particular case, ActiveCampaign both notify their customers that they’ll be running a workshop (adding extra value to their brand and increasing brand loyalty), and offer them an early bird discount.
- Promote your events with Facebook Ads, but give your customers something special for clicking on it right away (e.g. an early bird discount).
- Target existing customers to maximize their LTV and retain them.
Proposify: Educate Your Customers with Webinars
Are you noticing a pattern here?
Yep, a lot of successful SaaS companies advertise their content!
It’s a great, although indirect, way of increasing your sales.
- Create additional content for existing and new customers alike. Your existing customers will want to maximize the value of their subscription (and you’ll show them you care). Your leads might want to learn something new, and when they see how useful your software is, they’ll be hooked!
Toggl: Creativity Wins the Race
Depending on your branding, you might go further than just memes. The team behind Toggl are well-known for their interesting comics:
This comic not only adds something extra to the conversation, but it also pulls new customers in. It’s a great example of out-of-the-box branding and content marketing!
- Business in the front, party in the back. Don’t be afraid to use creative materials for your advertising. Your customers will appreciate it. We know we do!