Google Ads and LinkedIn Ads: A killer combo for building SaaS pipeline

Summary: Learn how to leverage precise targeting and buyer intent across Google Ads and LinkedIn to drive more pipeline.

Main Body of Content:

Google ads and LinkedIn ads are a killer combo for SaaS for building pipeline — especially when you throw organic tactics into the mix too. Here’s the exact strategy I use that you can steal.

Organic search 🔎

↳ Ensuring key website pages are optimised for high intent category terms

↳ Ensure you have persona pages aligned to relevant category terms (and high intent where possible)

↳ Creating listicle content to rank around high intent, high relevance category keywords e.g. best [your category] software

↳ Try to rank for competitor brand names with comparison content e.g. [competitor] vs [your solution]

Paid search 💰

↳ Category campaign: Capture demand from those searching for high intent category terms (use paid while you wait for organic to rank, then have the option of turning off paid when ranking, or keeping it on to take up 2 search spots vs 1) and A/B test conversion landing page vs sending them to solution page on main site

↳ Competitor campaign: Be in front of people searching for your competitors, and A/B test comparison content vs conversion landing page

↳ Dynamic search campaign: You give google your website URL and it crawls your content, creates an ad based on the content, and serves it to people searching for keywords relevant to your content — this is a good way of mining for new, relevant keywords for organic content too.

↳ Retarget website visitors across display to bring them back to the site and convert

Organic social 💭

↳ Post thought leadership content across execs accounts on LinkedIn around pain points your audience faces, their jobs to be done, use cases for your solution etc.

Paid social 🤑

↳ Layer 1 — target an ICP list with ads that cover three core themes: macro benefits of your solution, persona propositions, high level results

↳ Layer 2 — retarget anyone that engaged with layer 1, plus google ads traffic & website traffic overlaid with your ICP criteria (so only spending money on people in your ICP) — core themes here would be thought leadership (sponsoring the organic posts from execs), use case based content, social proof

The beauty of LinkedIn is you know exactly who you’re getting in front of (but not the intent), with search you know the intent, but not who you're getting in front of.

So you could retarget the traffic created through search, on LinkedIn, and overlay it with your ICP so you’re only retargeting relevant people within your target audience. Equally, can retarget the LinkedIn traffic on display, by creating an audience of just LinkedIn traffic in google analytics.

These two channels are just great at working together.