Running Google Ads for a SaaS business can be tricky. You start with big hopes, set a decent budget, and watch the clicks roll in — but when you check your numbers, your Cost Per Acquisition (CPA) is sky-high.
That’s exactly what one of our SaaS clients faced. Every new signup was costing around ₹2,400. The product had potential, but the ads weren’t working efficiently. Our goal was simple: reduce acquisition cost without cutting ad spend or compromising lead quality.
Within just three weeks, we brought the CPA down to ₹800 — a 67% drop. Here’s how we did it.
Step 1: Understanding What Was Really Going Wrong
Before changing anything, we needed to see what was working and what wasn’t. We started by reviewing their campaign data closely — the keywords, ads, and landing pages.
It didn’t take long to find the problem. A large chunk of the ad budget was being wasted on broad, irrelevant keywords like “CRM software” or “automation tool.” These terms brought traffic, but not the right kind. Many people clicked, looked around, and left without signing up.
The ads themselves were also too generic. They promised growth and efficiency but didn’t clearly say what the product actually did. To make things worse, the landing page was cluttered and took too long to load.
So, step one was simple: stop wasting money where it wasn’t working.
Step 2: Remove the Redundant keywords
We paused all broad-match keywords that were eating up the budget but not converting. We also turned off ad groups that hadn’t produced a single lead in weeks.
By doing this, we freed up nearly 35% of the total budget. That money could now be redirected towards more specific, intent-driven keywords and stronger creatives.
Just cleaning up the campaign already made a noticeable difference. The account started running leaner and more efficiently.
Step 3: Focusing on High-Intent Keywords
Next, we rebuilt the keyword structure around exact and phrase matches. These types of keywords target people who know what they want — users actively searching for a solution like this software.
Instead of “CRM software,” we started bidding on more precise terms such as:
“CRM software for small businesses”
“workflow automation tool free trial”
“best project management SaaS”
These keywords may have lower search volume, but they bring users who are ready to try or buy. Within a week, we saw the click-through rate (CTR) jump from 1.2% to nearly 4%. The quality score improved, and the average CPC went down. That shift alone brought the CPA down from ₹2,400 to about ₹1,500.
Step 4: Rewriting the Ad Copy to Match Intent
We realized that while the new keywords were strong, the old ad copy wasn’t aligned with them. It spoke in vague promises like “The best business tool for growth,” which could mean anything.
We rewrote the ads to clearly reflect the product’s purpose and benefits. Instead of fluffy lines, we said things like:
“Automate your daily tasks. Save 10+ hours a week. Try free today.”
It was short, specific, and relatable. We also made sure every headline matched the search query — for example, if someone searched “best CRM software,” that exact phrase appeared in the ad.
These simple changes improved CTR to nearly 5% and further reduced the CPA to ₹1,100.
Step 5: Fixing the Landing Page
This was the biggest breakthrough. The landing page experience plays a massive role in whether someone converts or leaves. The old page was long, heavy, and filled with multiple CTAs — “Book a Demo,” “Contact Us,” “Try for Free” — which only confused visitors.
We rebuilt it to be clean and fast. The new version had:
One clear headline: “Automate Your Workflows in Minutes — Try Free.”
A single call-to-action button: “Start Free Trial.”
Three short benefit points with small icons.
A short demo video that explained the product in 30 seconds.
We also improved the loading speed and made sure the page looked perfect on mobile. The form had just three fields — name, email, and company — nothing more.
After launching the new page, the bounce rate dropped from 72% to 39%, and the conversion rate more than tripled, from 2.1% to 6.8%. The CPA finally hit ₹800.
Step 6: Bringing Lost Visitors Back
Even with strong ads and landing pages, not everyone converts the first time they visit. That’s why we added remarketing campaigns for users who had visited the site but didn’t sign up.
These ads were simple reminders like:
“Still deciding? Try [Product Name] free for 14 days.”
These gentle nudges worked. Around 20% of total conversions came from these remarketing campaigns.
Step 7: Testing and Refining Every Week
Once the campaigns stabilized, we didn’t stop there. We tested new ad headlines every week, compared different CTA phrases like “Start Free Trial” versus “Book a Demo,” and ran A/B tests on the landing page design.
These small experiments helped us keep improving performance without risking large drops. Over time, we maintained a consistent CPA under ₹900 while scaling up ad spend gradually.
The Final Results
Here’s what the transformation looked like after 3 weeks:
| Metric | Before | After |
| Cost Per Acquisition | ₹2,400 | ₹800 |
| Conversion Rate | 2.1% | 6.8% |
| Click-Through Rate | 1.2% | 4.9% |
| Bounce Rate | 72% | 39% |
Key Lessons for SaaS Founders
You don’t need a massive budget or advanced tools to make Google Ads work for your SaaS business. The secret lies in simplicity and focus.
Target fewer but more intent-driven keywords.
Make sure your ad copy speaks directly to what people are searching for.
Keep your landing page clean, fast, and easy to act on.
Use remarketing to bring back warm leads.
Keep testing — even small changes can lead to big improvements.
Final Thoughts
When your ad campaigns feel too expensive, don’t assume the answer is to spend more. Instead, look for where your money is leaking — irrelevant keywords, unclear messaging, or a poor landing page experience.
By fixing these small but powerful issues, we managed to cut the CPA by two-thirds and turn a struggling campaign into a profitable one.
And that’s the beauty of digital marketing for SaaS — it’s not always about doing more, but about doing what matters better.