Meta Ads Campaign — SaaS 01
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01Objective
Drive subscription purchases for an anonymised SaaS platform at a strong return on ad spend, optimising toward purchase value rather than sign-up count.
02Audience approach
Broad and interest-based prospecting tested against value-based lookalikes built from paying users, so the platform learned who actually buys.
03Campaign structure
Ad sets segmented by market and audience theme, launched in waves so new segments could be judged against proven ones.
04Creative & message testing
Creative iterations focused on the core value proposition of the product, testing feature-led against outcome-led framing.
05Funnel & lead generation
Purchase events carried value back to the platform, keeping optimisation honest about which audiences produced paying subscribers.
06Retargeting
Trial users and site visitors were retargeted with conversion-focused creative to push trial-to-paid.
07Optimisation focus
Scaling decisions were made on purchase ROAS per ad set; spend concentrated where value per purchase held up.
08Selected screenshots & visuals
Screenshots are anonymised — client names, campaign names, account identifiers, and other private details are masked or cropped.
09Key outcomes
10Tools used
11What I learned
Feeding purchase value back to the platform is what keeps SaaS campaigns optimising toward subscribers instead of cheap sign-ups.