Facebook Ads Best Practices for Tech Companies and SaaS
February 11, 2025
Facebook is a giant when it comes to social media platforms. A vast user base (more than 3 billion MAUs) opens up rich advertising opportunities for SaaS and tech businesses to target prospective and existing clients. It also allows advertisers to connect with users across other Meta platforms – Facebook Messenger, Instagram, and Audience Network.
The question is, how to do it right? When done strategically, Facebook Ads can be a great fit even for small niches and complex products. With incorrect targeting and poor ads, you’ll drain your budget away in a blink of an eye.
To answer this question, we've gathered a list of valuable best practices for Facebook Ads. Let’s dive in!
Why Choose Facebook Ads for Your SaaS & Tech Business?
The key advantages of advertising your SaaS/tech business on Facebook are a number of its active users and rich variety of options for targeting. An abundance of advanced Meta ad tools allows you to reach decision-makers and sell your product to them. If you know exactly who your ideal customer is, you can narrow your audience precisely and target them directly.
Here are just a few ways to target your buyers on Facebook:
- You can target users by their interests and behaviors.
- You can also take the most out of your marketing data and contact lists by creating custom audiences and lookalike audiences (LAL).
- You can research Facebook groups related to your SaaS niche (i.e., fintech, healthcare, entertainment, or marketing) and target their members.
Let’s say you have an edtech subscription-based platform offering courses for programmers learning English. You can narrow your Facebook audience to the 18–45 years old users, interested in information technologies, programming languages and tools, whose native language is any except English. This way, you will avoid wasting money on the irrelevant audience and broadcast messages directly to your target buying persona.
Facebook Ads Best Practices
1. Let Your Campaigns Complete the Learning Phase
Don’t make any changes to campaigns until the end of the learning phase. To complete the learning phase, you need at least 50 optimization events since its last significant edit – though some marketers have recently noticed it might be only 10.
During the learning phase, campaign performance is less stable and doesn’t really indicate your ads’ success. Accordingly, editing a campaign within the learning phase resets learning and delays the system ability to optimize the audience relevance.
2. Check Ads Relevance Score
Facebook ads relevance is critical for your campaign performance. Let’s get back to our previous example of the English learning platform for programmers. If your ads will be shown to teachers or English native speakers, this will waste your marketing budget and resources for nothing.
You can check how relevant your ad is to your audience with the help of Facebook ad relevance diagnostics. This feature is similar to Google Ads Quality Score. The more relevant your ad copy, creatives, and destination page is, the higher score you will get.
As a result, Facebook treats ads with a higher relevance score as more interesting and popular and leads to higher conversions.
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Get In Touch3. Study Competition & Best Practices in Your Niche
Advertising is not about reinventing the wheel. It’s about efficient strategies and data-driven decisions. Industry research and competitor analysis can tell you a lot about existing trends in your niche and challenges to form your USP, identify beneficial segments, and reallocate resources.
Using the free Meta Ad Library, you can find useful insights on the best practices and implement them in your ads. You will find relevant ads and get some inspiration by specifying location, ad category, and keywords.
4. Make Your Ads Stand Out for Your Target Audience
Let’s face it – you are probably not the only time tracking tool or marketing automation platform that wants to boost its sales and grow demand in the fiercely competitive market.
In order for your Facebook Ads to stand out:
- Outline your unique selling proposition and differentiate your SaaS from others. State what differs your product from the others. Why should users choose your offering, and what benefit will they get?
- Ensure you have an engaging and clear CTA.
- Use relatable, easy-to-read, and “human” language. Avoid ad copy that reads like AI-generated text.
- Don’t use clickbait – transparency and authenticity win.
And here are some strategic approaches to “hook” your potential customers.
Address Customer Pain Points in Your Facebook Ad Copy
Create ad copy that focuses on the pain points of your potential customers and how your product can solve these problems. If you know that your best-converting audience is working in a concrete business niche, try to target specifically these people, and cover their most pressing pain points in your ads.
Use Storytelling
Storytelling works in B2B, as much as in B2C. Evoke emotional response to nudge your audience to make a decision.
When your product is just another face in the crowd, you’re stuck in a race to the bottom — competing on price and features.
But here’s the secret: STORY is what truly sets you apart.
When you focus on a narrative that emotionally connects with your audience, you’re not just another option. You become the 𝑜𝑛𝑙𝑦 option.
Your buyers don’t care about your product — or its solution.
They care about the 𝘫𝘰𝘶𝘳𝘯𝘦𝘺. Like in a great movie, the big resolution feels empty without a struggle. And the hero’s struggle means nothing without that epic payoff. The magic is in the 𝘵𝘳𝘢𝘯𝘴𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯. And that’s what your buyers are really after.
— Darren Fenton, CEO of ScreenSpace, a platform for immersive storytelling aimed at B2B buyers
Share Client Testimonials
One of the best practices in Facebook advertising is sharing testimonials from your previous clients. Adding a social proof or reference from a big brand increases your ad performance massively. For example, the message “Learn how Nike managed to optimize its marketing efforts by 75% with our marketing automation platform” will build trust around your product and make it easier to convert users. See 7 ways how you can incorporate social proof in your PPC ads.
Make an Irresistible Offer
One of the aspects of advertising is that a user makes an instant decision. If they didn’t click on the ad, they can’t really get back to the ad they saw previously if they changed their mind. To make users react to your ad quickly, offer them an irresistible offer. For example, it can be a “last chance” offer. Phrases like “Book a call now and get a 50% discount for the first month of our service subscription” or “Buy our time tracking tool subscription for 6 months and save up to $200”, you share what benefits users will get in this win-win cooperation. As we said, avoid clickbait and over-hyping your offer, as users value honesty and transparent ads. See 100 effective CTAs for your ads and how to build effective call-to-action.
5. Test Ad Formats, CTAs, Offers, and Ad Copy
Testing is an important step because it's impossible to accurately predict what will work best for a specific ad campaign; you can only speculate. So test formats (videos, banners, carousels), CTAs, offers, and texts to find the best-performing combination.
To minimize costs on an ineffective approach, you can use Meta Ad Library, where you can see what your potential competitors are using in your niche and what options could be effective.
Takeaways
- Find your target audience within Facebook’s extensive user base. With over 3B monthly active users, Facebook offers significant advertising potential for SaaS and tech businesses to target both prospective and existing clients.
- Make use of advanced targeting options. Facebook’s targeting capabilities allow advertisers to reach decision-makers through interest-based targeting, custom and lookalike audiences, and niche-specific Facebook groups.
- Complete the learning phase. Avoid introducing changes to your campaigns during the learning phase, which requires at least 50 optimization events. Changes during this phase reset learning and hinder optimization.
- Monitor ads relevance score. Use Facebook's ad relevance diagnostics to ensure your ads align with your target audience. Higher relevance scores lead to better performance and lower costs.
- See what competitors and industry are doing. Analyze competitor strategies and industry trends using tools like the Meta Ad Library.
- Make your ads stand out: Clearly outline your unique selling proposition (USP) and articulate why potential customers should choose your product over others. Use relatable language and avoid clickbait to build trust.
- Tactics to hook your target audience:
- focus on customer pain points. Craft ad copy that addresses the specific pain points of your target audience, and how your product offers solutions.
- incorporate storytelling. Use narrative techniques to create an emotional connection with your audience.
- use social proof. Share client testimonials and success stories to build credibility and trust around your product, increasing the likelihood of conversions.
- include irresistible offers: Design compelling offers that encourage immediate action, such as discounts or limited-time promotions, while maintaining transparency.
- Test and optimize. Regularly test different ad formats, CTAs, offers, and copy to identify the most effective combinations. Continuous testing is vital for maximizing ad performance.
Want to make Facebook Ads work for your SaaS or tech business? Hire Aimers to launch performance-based Facebook Ads campaigns. Don’t hesitate and contact us today to discuss your unique needs and get a price quote for our services: aimers.io/contacts.
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.