Most Effective Ad Strategy for SaaS businesses on Facebook in 2024
There’s a secret ad strategy to grow and scale your SaaS that actually increased one of my clients’ ROI by a whopping 500%.
Now, I don’t know about you, but.. this is not a number I see often, right?
And it’s because of a simple reason, actually.
It’s a strategy nobody’s talking about.
So, let’s dive in.
TLDR; Watch the video :)
Click-to-messenger Ad Strategy
So, the strategy I’m talking about is called C2M, which means Click-to-messenger.
Here’s an example of such an ad:
As you can see, the call-to-action (CTA) is incentivizing to start a chat.
Why does this click to messenger ad format work?
They work because:
→ It’s a new type of ad (right, it’s not around for that long)
→ It’s more personal (because it’s literally clicking to the messenger and you start a conversation)
→ It alerts a sales support agent (so that you can actually sell in a more personal way)
→ And, it’s more native (there are no external links, everything happens within messenger)
Generate more leads and demo calls
Now, for most most SaaS companies, the goal of a Facebook ad is to generate either
A signup to their product, or
A sign up for the demo of their product
Now, so if we look at the 4 things we just discussed, this type of Ad is actually perfect for SaaS businesses!
Also, since it’s a new type of ad, Facebook literally incentivizes advertisers to use them in order to gather new data and improve the ad performance.
So this means you, as the advertiser, will have:
A cheaper cost-per-click than you’d have with other types of ads, and
Your ad will definitely get a boosted reach since Facebook wants to give you lots of clicks to get data!
They don’t care about your product, but they do care about theirs, so its a win-win at this point.
New type of ad experience
Also, being it a new ad is also a big advantage for your target audience since it’s a new type of ad experience users aren't yet "tired" of, right?
They all know the “click here to sign up” buttons etc.
But this “send message” button seems interesting and less sales-y.
Now, for my client, we actually activated a chatbot that was quite good at capturing leads, this is also because the product was a very - you know - quote on quote simple product with a straightforward onboarding, but I’d definitely advice you to assign sales agents when it’s a more complex or enterprise product.
Secondly, the C2M ads outperformed all the other and previous ads mainly because of the fact the potential user is greeted by an automated message in Messenger conversation + at the same time it alerted a sales support agent that could follow the conversation and could intervene when necessary.
We ran 2 test actually.
One where the messenger started with a chatbot and assigned a sales agent to do the follow up.
And 1 where it started with a sales agent.
The chatbot one outperformed the one with the sales agent by 55% mainly because we saw people don’t like it when there’s a sales-y person straight from the get-go trying to sell, you know, starting with a chat bot makes it possible for people to ask some innocent questions like how the product works, etc.
And on top of that, it captures all leads day and night 24/7, which is also huge.
Native = win!
And the last major upside is the nativeness of the ad.
So instead of sending people to an external landing page where you're trying to gather an email address or let them start a trial, with C2M ads you basically allow people to start a genuine conversation with their Messenger chat which, by the way, still grabs their email address.
And this way, people will get your - you know, whatever, PDF/webinar/product or link to your demo immediately in their Messenger rather than visiting an external link which breaks their current behaviour of scrolling within instagram or Facebook, right?
Closure:
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