LinkedIn Ads for SaaS: The Playbook

Selling software is hard. You are selling a promise. And on LinkedIn, nobody wakes up thinking, "I need to buy a new ERP system today." You have to create demand. Here is the 3-Step SaaS Playbook.

Phase 1: Problem Awareness (Cold)

Objective: Website Visits. Ad Format: Single Image or Video. Copy: "Stop doing [Manual Task]. There is a better way." Targeting: Job Function + Skills (e.g., Accountants who use Excel). Goal: Get them to admit they have a problem.

Phase 2: Solution Education (Retargeting)

Objective: Lead Generation (Demo Request). Ad Format: Message Ads or Document Ads. Copy: "See how [Client] automated [Manual Task] in 7 days." Content: Case Study or "The ROI Calculator." Goal: Prove that your software actually works.

Phase 3: The "Free Trial" Trap (Conversion)

Most SaaS founders push "Sign Up for Free Trial" too early. On LinkedIn, a "Demo Request" (Sales Call) usually converts better than a "Free Trial" (Self-Serve). Why? Because LinkedIn traffic is " Enterprise." Big companies don't want to play with a trial. They want a presentation. Pro Tip: Change your CTA from "Start Trial" to "Book a Strategy Call." Watch your conversion rate double.

The Budget Split

• 50% on Cold Traffic (Phase 1).
• 30% on Retargeting (Phase 2).
• 20% on Customer Expansion (Upsell to existing users).

Summary

Don't sell the features. Sell the "After State." "Stop working weekends." "Close your books in 2 days, not 10." That is what SaaS buyers pay for.