ROAS performance over time for SaaS

My role
Performance Marketing Specialist

Context and objective of the project

The project was developed for a SaaS company with a strong focus on customer acquisition through non-brand campaigns, whose main challenge was the profitability. By mid-2022, the campaigns featured a High CPA and a ROAS below the profitability threshold, despite having a significant investment volume.

The main objective was transform the acquisition model, moving from a volume-based approach to one clearly focused on efficiency, revenue and scalability, without compromising the conversion flow.

Strategy and approach

From September 2022, I led a comprehensive optimization process at different levels of the account, with a focus on non-brand campaigns:

• Campaign restructuring and segmentation
  Refining targeting to eliminate low-value audiences and prioritize segments with higher intent and probability of conversion.

• CPA optimization and cost control
  Progressive adjustment of bids and CPA targets, reducing the cost per conversion from $47 in July 2022 to a stable average of $16 in the following months.

• Improved keyword and audience mix
  Systematic exclusion of low-performing terms and placements, reinforcing keywords and signals aligned with high LTV users.

• Continuous optimization of ads and messages
  Constant iteration in copy and value propositions, aligning the message with the stage of the funnel and the real needs of the SaaS user.

• Revenue and ROAS analysis as the main KPI
  Changing mindsets from superficial metrics to ROAS, revenue and efficiency, using 30-day conversion windows for a more realistic assessment of the impact of paid media.

Key results

Thanks to this strategic and disciplined approach:

• Sustained increase in ROAS, surpassing the +100% consistently in non-brand campaigns.

• Drastic reduction of CPA, directly improving the channel's profitability.

• Greater investment stability, with less dependence on spending peaks to generate results.

• A solid foundation for scaling campaigns profitably, with a clear objective of ROAS ≥120% within a 30-day conversion framework.

This work allowed the paid media channel to cease being a cost center and become a profitable growth engine for the SaaS business.

Applied skills and competencies

• SEM Optimization

• Performance Marketing for SaaS

• CPA management and reduction

• Revenue & ROAS Management

• Optimization of non-brand campaigns

• Data analysis and performance-based decision making