How to Use Facebook Ads to Increase Free SaaS Trials


As of June 2017, there are more than 2 billion monthly active users on Facebook, with 400 new user signups every minute. That number is too huge for business of any size to ignore! As a business, there’s no reason not to be on Facebook today.

Whether you’re running a B2B or B2C business, Facebook’s an ideal platform for getting new leads and making more sales. Facebook isn’t just a social platform for people to connect with their friends and families, but also a digital space where they can conveniently buy and sell things.

Got a SaaS product to promote? Facebook will help you with that. But in order for you to reach out to potential customers effectively, you will need Facebook ads

Why You Need to Use Facebook Ads

Did you know that in average, people spend 35 minutes or 8 times per day on Facebook? Talk about opportunity!

So whether you have a small or big company, you should use Facebook to promote your business. Facebook is where your future customers hangout!

But you won’t be able to connect with them successfully without using Facebook ads. I’m sorry to tell you this, but Facebook organic search is pretty much dead. That basically means only a small number of people will actually see your post.

It’s frustrating for anyone looking for more social exposure on Facebook especially artists and business owners.

The only way to reach your target audience on Facebook now is through paid ads. On the bright side, Facebook ads are highly effective as long as you use them wisely.

Promote Your SaaS Business Using Facebook Ads Funnel

Behind every successful Facebook ad campaign, there’s a strong and solid funnel.

If you’re going to market your SaaS product on Facebook, you need to know how to create a Facebook ads funnel first. This marketing funnel will guide your leads through several steps before they finally become your registered customers.

Gerald to provide an example of a funnel.

A marketing funnel typically involves search engine optimization, content marketing and email. It usually goes through several steps: awareness, interest, analysis, commitment and sale. A Facebook ads funnel, on the other hand, uses Facebook ads to do the job.

Your funnel may look like this:


You need to educate people about your product. At this stage, people may not be interested to buy your product because they’re either not interested or they don’t need it yet. Maybe they don’t even know about you yet.

This is also the stage where you encourage people to visit your website. Your main goal is to get more traffic to your website.

Facebook ads allow you to do targeting, which means you can lead only specific a group of people to your site. Target them by their locations, demographics, age, interests, connections and behavior. You can also target them by looking at the pages they like or Follow on facebook. Also, create lookalike audiences.


People will only become interested when they finally need the product. At this stage, they’ll try to learn more about it.

This is your chance to engage with them. They’re the people who’ve found you through any of your marketing channels. Your mission now is to create more leads.

This is also the stage where Facebook remarketing will come in handy. Remarketing is basically a marketing technology used by marketers to display their ads to the people who have recently visited their sites.

That also means that the technology is going to help you show ads to your web visitors wherever on the Internet they go. They’ll see your ads when they stream videos online, log on to their Facebook or browsing through Google.

Offer your content and free offers. Give them free trials so they can get a brief idea of what they can expect from becoming your customers. Encourage them to sign up for your newsletters. You can offer them freebies such as free e-books or limited time trials.

Take advantage of remarketing and let it work alongside your Facebook product ads. When people see your ads, they’ll feel compelled to take your offer. They’re already digging into you at this point.


At this stage, your leads have become your prospects. That also means they’ve signed up for your mailing list.

Your prospects will go around and compare your product with other similar ones in the market. Your mission now is to create more leads.

This is the time for you to try convince them to choose your product. Feed them the information they need based on a case study, webinar or free consultation.


At this stage, your prospects may realize that they’re keen about your product, hence continue to get more information about it. This is a crucial stage. Your mission is to get them to buy your product. Offer them a trial offer.

Conversions can only happen at your site, not on Facebook. But, Facebook ads will help lead people to your website.

Please note that your funnel may look different from this one. It depends on your business model and the kind of software you’re selling.

Creating Your Facebook Ads Funnel

Now that you know how a marketing funnel looks like, it’s time to create it.

Before you can do that, you need to install your Facebook pixel first. Using a Facebook pixel, you’ll be able to track any Facebook user who visits your website. Use the information you get to improve your targeting.

You’ll also need a Facebook page not only to spread awareness for your product, but also as a social proof.

Of course, before you even start selling something, you need to know your offer well enough. Ask yourself some questions regarding your offer. What are you selling? Is it a consultation or a physical product? Do you offer a free trial?

Once you have everything figured out, you can move on to creating your Facebook ads funnel.

Gerald is co-founder at , a Facebook Ads and Adwords Agency focused on scaling eCommerce.