PPC Remarketing Services for SaaS: 5 Strategies That Actually Work

Acquiring SaaS customers keeps getting harder - and pricier. CAC is up 60% over the last five years, while average conversion rates hover around 2-3%. That means most visitors bounce without buying.

Retargeting can change that. It brings back up to 26% of lost users, and converts them 70% more efficiently than top-of-funnel traffic.

But SaaS retargeting isn’t eCommerce. You’re not nudging people to buy on impulse - you’re guiding decision-makers through long, high-consideration sales cycles. And each stage of that cycle needs a different approach.

In this piece, we’ll walk through 5 proven PPC retargeting strategies designed for SaaS: how to re-engage trial users, convert freemium accounts, win back churned customers, and drive upsells - without wasting spend.

Understand the SaaS Journey Before You Retarget

Unlike one-click retail purchases, SaaS buying decisions play out over a slow burn. A typical customer journey includes:

• Awareness: Visitors discover your brand via ads, content, referrals.
• Trial or Freemium: They test-drive the product.
• Paid Conversion: They commit to a paid plan.
• Expansion: They upgrade to a higher plan, add new users, or start using advanced features.

At each stage, people need different reasons to believe, different proof, and different messaging. Trying to retarget everyone with the same “Sign up now!” ad won’t cut it - and can even ruin trust.

Segment, Then Segment Again

Winning SaaS retargeting starts with precise segmentation.

Forget broad buckets. You want segments based on:

• Funnel stage (e.g. trial users vs. churned customers)
• Behavior (e.g. demo booked, pricing page viewed 3+ times)
• Intent signals (e.g. hitting usage limits, downloading whitepapers)
• CRM data (e.g. contract size, industry)

Make sure conversion tracking is rock-solid. Set up custom events for key milestones like trial start, demo request, subscription, and pricing page visits. Use UTM tags consistently, and connect your CRM to ad platforms for smarter audience syncing.

→ For more on this, check out our guide on building PPC campaigns for every stage of your marketing funnel.

5 Key SaaS Retargeting Strategies We Use

1. Bring Back Trial Users Who Never Really Got Started

Trial users are one of your most promising audiences - they’ve already said “yes” once. But in SaaS, a trial start doesn’t guarantee engagement. Many users sign up, click around, then vanish before experiencing real value.

That’s where retargeting can step in early - and make a big difference.

Start by segmenting based on behavior:

• Users who signed up but didn’t complete onboarding
• Users who explored a few features, then dropped off
• Users who showed intent (e.g. visited pricing or integration pages) but went cold

Each group needs a different message. Don’t just remind them you exist - remind them what they’re missing. Show them:

• Features they didn’t try
• Customer success stories
• Screenshots or walkthroughs that highlight time-saving value

And don’t underestimate urgency. A well-timed alert like “Your trial ends in 2 days - upgrade now for 10% off” often outperforms generic messaging.

⏱️ Timing matters: Run retargeting within the first 1-3 days of inactivity, while interest is still warm. Then ramp up incentives as the trial nears its end.

Tip: Track where users drop off in onboarding - then retarget based on that. It’s more effective than timing alone.

→ Want to dig deeper into behavioral segmentation? This PPC guide for SaaS marketers covers it in more detail.

2. Convert Freemium Users into Paying Customers

Freemium models attract a wide mix of users - from curious browsers to product champions. But treating them all the same? That’s where most retargeting goes wrong.

Instead, build segments based on usage:

• Segment 1: Users with trials ending in 1-3 days.
• Segment 2: Users who logged in multiple times during their trial.
• Segment 3: Users who’ve hit the free usage limits.

Each group needs a tailored message. For example:

• Segment 1: Trials ending in 1-3 days
  Focus on urgency. A clear deadline plus a light incentive (“Upgrade now for 10% off”) often performs better than a generic prompt.
  
  
• Segment 2: Users who logged in multiple times during trial
  These users are engaged. Remind them what they’ve already explored - and what they haven’t yet. Show how the full product can help them go further.
  
  
• Segment 3: Users who hit free usage limits
  This group is primed. Don’t just say “upgrade” - highlight exactly what unlocks with a paid plan: unlimited access, advanced features, or priority support.

Back it up with social proof: testimonials that spotlight specific results, saved hours, or improved outcomes thanks to premium features.

Tip: Keep your creatives grounded. Don’t sell “freedom” or “unlimited possibilities” - sell the next logical step.

3. Win Back Churned Customers

Churned users already know your product. That makes them easier to reach - but only if you acknowledge why they left.

Generic “we miss you” ads won’t cut it. Instead, split this group by:

• How long ago they churned (e.g. <30 days vs. 90+)
• Why they likely left (pricing, complexity, missing features)

Then tailor your message:

• Too complex? → “We’ve streamlined onboarding - see what’s new”.
• Too expensive? → “Try our new flexible plan”.
• Missing features? → “We just launched [X] - made for teams like yours”.

Churn-focused retargeting works best not more than 30-45 days post-cancellation. They’ve had time to cool off, but haven’t fully rebuilt habits around a new tool yet.

Tip: Show them what’s changed, not just what they forgot.

4. Upsell Existing Customers Based on Behavior

Your best retargeting audience? The people already paying you. And here’s the stat to back it up: upsell campaigns convert 5-7x better than new customer acquisition.

But upselling in SaaS doesn’t work like selling a larger coffee. You need to tie product usage to real, relevant value.

Build segments based on actual signals:

• Users collaborating heavily? → Pitch multi-seat plans.
• Teams juggling multiple projects? → Show off advanced project management tools.
• Heavy usage of analytics? - Introduce advanced reporting or integrations with BI tools. 

Time your campaigns around natural triggers:

• Contract renewal windows.
• Feature milestones.
• Growth patterns (e.g. more users, more data, more activity).

Tip: Upsell through personalization, not pressure.

5. Ethically Target Competitor Users

Competitor targeting is delicate territory. But done right, it’s an efficient way to reach warm, qualified leads - people already problem-aware and budget-aware.

Instead of attacking the competition, lead with:

• What you offer that they don’t (e.g. integrations, support, pricing flexibility).
• Migration support or onboarding assistance.
• Extended trials or account setup help.

Identify competitor-interested users by:

• Visits to competitor pricing or product pages.
• Keyword intent (“[Competitor] vs [Your Brand]”).
• Tech stack (via Clearbit, BuiltWith, etc.).

Your ads should emphasize clarity, not cleverness. If you’re the better fit, the numbers and features will speak for themselves.

FAQ

What’s the biggest mistake in SaaS retargeting?‍

Treating all users the same. Different behaviors = different intent. A user who viewed pricing 3 times isn’t the same as one who dropped off at signup.

How soon should I retarget inactive trial users?‍

Within 1-3 days of inactivity. That’s your window before interest fades. Layer in urgency as the trial nears its end.

What if I have limited audience data?‍

Start with broad but meaningful segments - like trial drop-offs vs. active freemium users. You can refine as your tracking improves.

Does retargeting work for churned customers?‍

Yes - but only if you address why they left. Don’t just ask them to come back. Show them what’s new, improved, or more flexible.

Can I run the same creative across all platforms?‍

You can, but you’ll lose performance. LinkedIn, Meta, and Google work best when you tailor copy and visuals to user context.

Takeaways

• SaaS buying cycles are long and nonlinear - retargeting helps you stay visible and relevant at every stage.
• Segmentation is everything. Behavioral triggers and CRM integrations unlock performance.
• Trial users, freemium leads, churned accounts, current customers, and competitors -  all need separate playbooks.
• Don’t sell features - sell benefits tied to behavior.
• Retargeting isn’t just about conversions. It's about retention, expansion, and LTV.

Curious How Remarketing Could Look for Your SaaS?

If you're thinking about how to make PPC retargeting more relevant and more timely - you're not alone. A lot of SaaS teams are asking the same thing.

We’ve worked with companies at different stages to help rethink how retargeting fits into the bigger picture - from onboarding drop-offs to upsell journeys.

If that’s something you're exploring too, feel free to reach out.