SaaS is competitive. Whether it’s a social media analytics tool or a productivity app, you are competing against competitors that number in double digit. At the same most SaaS companies are in a big market. That’s why Facebook Ads is the perfect channel for customer acquisition.
In this blog post, I have curated some of the best Facebook Ads from SaaS companies across the world. You will find Facebook Ad examples from CRMs and team chat software to analytics and landing page design tools.
So here goes the list of best Facebook Ads examples from SaaS companies.
Ad example #1: Ahrefs
If you look at the ad, you automatically know it’s not meant for conversion. Ahrefs is trying to promote a blog: How long does it take to rank in Google? A study by ahrefs.
- Ahrefs is adding top of the funnel traffic to its website
- The ad ensures anyone clicking on this ad is definitely interested in SEO. So Ahrefs is bringing in high-quality traffic on its website
- Ahrefs can then retarget this people using a variety of methods
No doubt it’s one of the leading SEO tools in the world!
Ad example #2: Slack
Slack is a free team communication software that allows people in a team to send out messages quickly to each other.
- Instead of asking people to buy, Slack uses Facebook carousel ads to tell a story
- The ad copy “Be 32% more productive…” tells you the clear benefit of using the product. (Note: Slack didn’t talk about its features at all)
- Slack makes themselves different than other visually appealing ads. By being different, they are able to make user stop and grab their attention.
Ad example #3: Vaizle
Vaizle is a social media analytics tool that allows you to analyze your and your competitor’s social media performance.
- Even if the users don’t know about the tool, the depiction of offer with a surprised lady is unusual. And that’s what makes people click.
- The ad is plain and simple. It simply shows the offer. Probably, they might be using it for retargeting audience assuming they already know about the product.
Ad example #4: Unbounce
This one is not just a Facebook Ads example from a SaaS tool, but also an intelligent marketing methodology: education. Instead of asking people to try Unbounce, they ask to sign up for a course: 5 Steps to More Conversion.
- This again ensures the right people are coming into the funnel. Plus, when they learn from you, they will always remember you.
- Ad doesn’t talk about the product at all. It doesn’t even look like it’s an ad as it asks you to sign up for the course
Ad example #5: Canva
Here are two ad messages for you:
- Create your design using Canva
- Free Mind Map Maker by Canva
Which one would appeal to you if you’re an entrepreneur?
If you’re like most people, it’s the latter. The first message is for anyone. Canva is trying to reach out to startup owners or enthusiasts with this ad. Hence, Free Mind Map Maker.
- The second ad copy uses just one template of Canva and creates a use case out of it: organize your thoughts.
- You can actually see how the mind map would look like in the ad.
- Most importantly, it’s free!
Intelligent enough to target people who can’t hire designers at an early stage, isn’t it?
Ad example #6: Asana
Asana is a project management tool where you can collaborate as a team and see the progress of your projects.
- I personally like the ad copy because it talks in the language in which people speak: what’s the progress, what’s the status of the work, or where does the work stand.
- With illustration of the Asana dashboard, the ad shows how the product looks like. And it certainly looks simple in the ad.
Ad example #7: Infograpia
The offering is simple: thousands of infographics templates compatible with PowerPoint, Keynote, and Google Slides.
How do you communicate that? By saying exactly that in the ad.
- Using green tick emoji, they convey everything there’s to the product
- The ad creative is a comparison of an Infograpia slide vs a slide you create. Spot on!
- And the 200+ reviews in the ad description makes the whole ad experience perfect
Ad example #8: Buffer
Most SaaS companies shy away from engaging with their customers casually, especially if it’s more on B2B side. But why?
“Well, it doesn’t go with our brand.”
“We cannot crack a joke with our customers.”
“It sounds too unprofessional”
Look at that ad from Buffer and think twice. The font of the creative doesn’t go with their font on the website. The graphics are too meme-y, you know.
But it has 858 shares!
Here’s what you can learn from it:
- You don’t have to be serious all the time. Reach out to your customers with jokes, puns, and even memes. They will love it.
- Don’t be too critical about brand voice all the time. Someone a creative like the one Buffer used does more magic than the one created after well crafted creative brief.
Ad example #9: Clanbeat
If you have talked to Facebook Ads team, you will know they talk a lot about prospecting ads.
Prospecting ad campaigns are the one which aims at building audience and generating an interest towards your product.
So instead of asking people to buy the product, they created an ad promoting a blog post.
This blog post talks about the problem that Clanbeat is trying to solve: the dreaded discussion of performance reviews.
Here’s what you can learn from this ad: Promote blog posts. You created a great piece of content. Now, put it on social and create audience of people who read it.
Ad example #10: CoSchedule
I once heard Neil Patel telling why creating free tools is one of the best SEO strategies. It gives you loads of high quality traffic, free backlinks, and potential leads. That’s what he’s actually doing with Ubersuggest.
CoSchedule did that too. And using it intelligently with their social ads strategy.
CoSchedule’s free headline analyzer helps you to rate your headlines quickly before hitting publish. They are also promoting it in ads to bring high quality traffic. Because whoever is using it is definitely a marketer.
- Promote free tools via ads to bring high quality traffic
- Just promote the free tool and not the actual product. You can retarget these people in several ways.
Ad example #11: Heap
It’s common when you pitch someone for your SaaS tool and they hit back with:
“Who else is using it?”
Or even better:
“Who else is using it in my industry?”
Heap address that in the ad itself.
- The ad reads, “Used by Twilio, Zendesk, Optimizely, and more”. It quickly communicates trust and reliability. So tell your users who else is using your tool.
- When you do this, make sure that’s the focus. For instance, there’s nothing in the ad creative itself. All you can see is brand colors and a Heap’s logo at the centre.
Ad example #12: MailChimp
What if your ad could communicate everything there’s to your product–without having to write it explicitly?
With this ad MailChimp achieved exactly that.
- Instead of promoting the whole product (email marketing tool and automation), MailChimp focused on just one feature: Personalization.
- To illustrate that, it simply showed the variety of personalization you can do. Namely (also evident from the ad), demographics, time, geolocation, and tags.
- Personally, I don’t think it could be better.
Ad example #13: Oribi
Oribi is a web analytics tool–an upgrade from Google Analytics. And they communicate it perfectly. To tell that Google Analytics is old, they actually used an old man’s face, with Google Analytics in the background!
I don’t think it could have been better.
- Be unconventional with your ads. See how you communicate about your product with your customers and internal team can be depicted in an ad. I guess that’s what Oribi did here.
- The ad copy is so simple that it could have been rejected for being too ‘plain’ and ‘boring’. But combine that with the creative, it’s killer.
Ad example #14: Pipedrive
If you’re confident about your product, why not show it how it actually looks. Pipedrive shows how a sales pipeline look in their dashboard with a laptop mockup.
- Don’t tell them. Show them. Apply this mantra to Facebook ad too and you have a great ad. Also notice how Pipedrive shows there’s more to them by showing random graphics in the background
- Although Facebook has stopped showing description now for ads which they find irrelevant, in this ad, Pipedrive was straight forward. You can see 50,000+ sales team is using it. And that’s make the ad perfect.
Many of these lessons can be taken from other industries, but SaaS is different. You know it is if you have run one or been a part of its marketing team. For instance, showing product in laptop mockup and product illustration, it’s the best way to demonstrate the product.
Similarly, using a funnel-based approach and running prospecting ads can help you bring the right people to your website.
Hope you liked it and find it valuable for your own SaaS company.
If you think you’ve run a great ad for your company and people must see it, send it in the comment below and we will add it to this blog post.