In this episode of Create Like The Greats, Ross Simmonds dives deep into the common mistakes that SaaS companies are making with their Google Ads strategies. Despite advancements in marketing and AI tools, many businesses are still falling into the same traps they did years ago. If you're struggling to make your paid search campaigns profitable, this episode will help you identify missteps and optimize your approach for better ROI.
Episode Breakdown & Key Takeaways
Why SaaS Companies Struggle with Google Ads
Many SaaS businesses fail to drive ROI from paid search.
The solution? Optimize your campaigns by improving efficiency in clicks, conversions, and lower costs.
Common Mistake #1: Sending Traffic to the Homepage
Why it’s a bad idea: Homepages serve too many purposes and introduce distractions.
Solution: Create dedicated landing pages aligned with specific user intent.
Actionable tip: Remove navigation menus and unnecessary links to keep visitors focused.
Common Mistake #2: Poor Above-the-Fold Experience
90% of visitors won’t scroll past the first screen—so you need to make an instant impact.
Essential components for above-the-fold success:
Clear and compelling headline that connects with intent.
Highlight a unique value proposition.
Call-to-action (CTA) should be immediate and obvious (e.g., “Start Your Free Trial”).
Social proof: Use testimonials or logos from recognizable brands.
Common Mistake #3: Inefficient Bidding Strategies
Ross recommends manual CPC bidding when starting.
Test target CPA bidding only after gathering sufficient data.
Be prepared to adjust bidding strategies based on real-time performance insights.
Common Mistake #4: Running Ads on Low-Intent Keywords
Stop wasting money on broad, irrelevant search terms like “sales tips” or “HR advice.”
Focus on high-intent keywords, such as:
Brand alternatives – Users searching for "Zoom alternatives" or "Slack alternatives" are actively looking for a switch.
Solution-focused keywords – Category-driven searches like "best CRM software" indicate potential buyers.
Problem-focused keywords – Queries that reveal pain points (e.g., “how to improve sales conversion rates”).
Common Mistake #5: Not Using Advanced Audience Targeting
Target smarter: Avoid blanket targeting by narrowing ads to key demographics.
Enterprise SaaS should avoid targeting younger age groups (e.g., 16-20) as they are unlikely to be decision-makers.
Use the "observation" setting first to track audience performance before shifting to specific targeting settings.
Common Mistake #6: Weak Ad Copy That Fails to Convert
Ross’s winning copywriting framework for Google Ads:
Headline 1: Match the exact search term (e.g., “Best CRM Software").
Headline 2: State a unique value prop (e.g., “User-friendly design for teams").
CTA Headline: Create urgency (e.g., “Boost revenue—Start your free trial!”).
Description: Include social proof (e.g., "Trusted by 10,000+ businesses worldwide").
Leverage customer reviews from G2, TrustRadius, or Capterra for copy inspiration.
Final Thoughts & Recap
Google Ads can be a goldmine if done right—avoid common pitfalls and optimize for success.
Focus on landing page relevance, audience targeting, and high-intent keywords for best results.
Adjust campaigns based on performance metrics—don’t "set and forget."
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