Google Ads for SaaS: The 'Demo vs. Trial' Strategy Guide (2024)

In SaaS, your Offer determines your Success. You can have the best keywords in the world, but if you ask a "Enterprise Buyer" to "Start a $10 Trial", they will leave.

The Hierarchy of Offers:

1. The "Request Demo" (High Ticket)

• Best For: ACV → $10k. Complex products (Salesforce, SAP). Requires implementation.
• Ad Copy: "Book a Consultation," "See Enterprise Features."
• Keywords: "Enterprise CRM," "Compliance Software."
• The Math: High CPA ($200+), but immense LTV.

2. The "Free Trial" (Mid Market)

• Best For: ACV $1k - $10k. Self-serve products (Shopify, Basecamp).
• Ad Copy: "Start 14-Day Free Trial," "No Credit Card Required."
• Risk: "Trial Users" are not "Customers." You need a strong email nurture sequence to activate them.

3. The "Freemium" (PLG - Product Led Growth)

• Best For: ACV < $1k. Viral tools (Slack, Dropbox).
• Ad Copy: "Sign Up Free Forever."
• Strategy: Optimize for "Signups," but use Offline Conversion Tracking (OCT) to only value "Paid Upgrades."

Part 2: The Competitor Conquest

SaaS is war. The best keywords are your competitors' names.

• Keyword: "[Competitor] Alternatives".
• Landing Page: "Comparison Table: Us vs Them."
• Ad: "Switch from [Competitor] and Save 20%."

Be Aggressive: In SaaS, features are commodities. Brand and Offer win.

Part 3: The "Capterra" SEO Trap

As mentioned in the SEO vs Ads Guide, review sites dominate the SERP.

• Don't fight them.
• Run Ads above them.
• The Capterra listing for "Best CRM" puts you at #1.

Summary

Know your ACV (Average Contract Value).

• <$<$500/yr: Use Freemium/Trial. Do not use a Sales Team (too expensive).
• >$10k/yr: Use Demos. Do not use Trials (too complex).

Align the Ads Offer with the Sales Motion.