Facebook Ads for SaaS Lead Gen: 8 Winning Strategies

5. Lead Forms

Facebook Ads’ lead forms are a powerful promotion tool for SaaS products, allowing you to effectively collect contacts of potential customers. Their main advantage is a lower barrier for the user, since the forms are automatically filled with profile data, which is especially critical for mobile traffic.

We recommend adding at least one custom question to your lead form.

Pro tip: to reduce the number of random requests, we recommend adding at least one custom question to your lead form, the answer to which must be written manually. But do not overuse these. Otherwise, the user may feel too lazy to fill in all the data manually, and you’ll lose potential leads.

Lead forms allow you to quickly collect key information about a potential client, set up segmentation and personalization for further communication. This speeds up the lead qualification process and helps to optimize your marketing efforts – since you can focus on the most promising contacts.

6. Optimizing for High-Value Conversions

Instead of simply counting signups or downloads, focus on actions that actually correlate with a purchase or long-term use of the product. For example, this could be completing a profile in full, using a key product feature, or reaching a certain level of activity during a trial period.

Instead of simply counting signups or downloads, focus on actions that actually correlate with a purchase or long-term use of the product.

This approach requires deeper analysis and constant optimization, but ultimately leads to a more sustainable and profitable customer acquisition model for your SaaS business. You are not just spending your budget on advertising, but investing in attracting customers who are truly valuable to your business.

7. Leveraging User-Generated Content (USG)

User-generated content (UGC) can come in the form of reviews, case studies, success stories, and more. It provides concrete evidence of your product’s effectiveness to potential customers.

This approach helps to overcome the skepticism barrier inherent in the B2B segment, and also allows your potential customers to relate to your successful users.

UGC solves the key problem of SaaS marketing — demonstrating tangible results of an intangible product.

Integrating UGC into advertising campaigns can significantly increase conversion, as it solves the key problem of SaaS marketing — demonstrating tangible results of an intangible product.

8. Conversion Rate Optimization (CRO) for Landing Pages

To increase conversion, to have quality of ads and beautiful visuals is not enough. The landing page, where the user gets to after clicking on the ad, plays a critical role. And here’s when Conversion Rate Optimization (CRO) comes into play.

CRO is a set of tactics (from A/B testing to optimizing visuals) that allow you to raise the conversion rate of your landing page. It plays a key role in your ad campaigns, since all the paid traffic in the world won’t give you sales if your page does not convert. Alternatively, CRO allows you to maximize the effectiveness of your Facebook promotion.

For SaaS businesses, where the cost of attracting a client is often very high, and the sales cycle is long, CRO helps not only increase the number of conversions, but also improve the quality of the attracted leads. This is achieved through constant testing and optimization of landing pages and the onboarding process, which ultimately leads to a decrease in the cost of attracting a client and an increase in Lifetime Value (LTV).

When it comes to the topic of CRO, I recommend checking out the blog post by our in-house CRO expert Ann Gerasimovich: 7 All-Too-Common Mistakes in CRO That Are Affecting Your Sales.