Looking to start your SaaS marketing campaign but not sure where to begin?
It’s tricky to navigate PPC and SEO.
Both channels have pros and cons, but they matter if you want serious growth.
I’m not saying you must pick one and ditch the other.
In this article, I’ll show you why I highly recommend leveraging both.
We’ll cover what to consider before starting PPC and SEO for your SaaS, including which channel might serve you best.
Don’t want to read the full article? I don’t blame you.
Here’s the TL;DR: For SaaS, both PPC and SEO have unique advantages and disadvantages.
SEO wins over time because you avoid continuous ad spend, which lowers CAC.
PPC delivers quicker results but usually costs more.
While SEO follows a slower ramp-up period, it’s also more cost-effective in the long run.
The best approach?
Use both in a balanced marketing strategy.
So Which Channel is More Effective for a SaaS? PPC or SEO?
A study from Adobe showed referrals converting at 3.74% across marketing channels.
Makes sense, right?
We trust peer recommendations.
But you can’t count on referrals alone to fuel a SaaS forever.
Yes, they can launch your pipeline.
But they won’t drive long-term growth on their own.
After referrals, SEO often shines as a top driver for SaaS conversions at 2.1%.
That outranks webinars (1.2%) and email marketing (1.1%).
In many studies, PPC doesn’t make the top three.
However, that doesn’t mean PPC lacks value.
First Page Sage found B2B SaaS SEO conversions average 2.1% while PPC sees about 1%.
Across most industries, SEO averages 2.4% and PPC about 1.3%.
Yes, SEO often appears more effective for SaaS.
But if used wisely, PPC still delivers.
Is PPC and SEO Worth Investing In?
SEO works because it meets potential customers at different stages of their journey without constant ad spend.
Yes, you’ll need a budget for quality content.
But you won’t pay for each click.
This approach yields leads and brand visibility at a lower CAC.
Plus, you can target multiple search queries without being shackled by a daily ad budget.
If you have the resources to create content, there’s no limit to how many keywords you could rank for.
PPC can still be effective for SaaS lead generation.
Whether it works depends on your product, pricing, and how well you optimize your campaigns.
It’s a solid jump-start while SEO ramps up.
You might not see a flood of direct signups if your product has a higher cost.
But PPC can collect leads for nurturing.
Not all will convert.
Still, PPC helps establish an initial pipeline.
Limitations to PPC and SEO for a SaaS
PPC’s biggest drawback?
You pay for eyeballs.
When you stop paying, you vanish.
Yes, it can market your SaaS in early stages.
But it’s limited by your budget and reliant on channels you rent, not own.
Your CAC and CLV must align for PPC to be profitable.
Once you pause PPC, your exposure disappears.
That’s why inbound marketing—especially SEO—matters for long-term growth.
SEO isn’t perfect either.
Its biggest downside?
Time.
It can take 3–6 months to see traction, especially with a new domain.
You also need a team to produce content consistently while preserving quality.
Yes, that dips into your budget.
Over time, though, you typically see lower CAC than PPC.
SEO is also competitive.
Nothing is guaranteed.
With PPC, you pay to show up.
With SEO, you face factors like topical authority and backlinks.
You must audit content for E-E-A-T and ensure Google can crawl and index properly.
Keyword cannibalization can happen when you produce loads of content.
So yes, SEO can be lucrative.
But it’s more nuanced.
Which Channel is Better For Generating Quality Leads? Not Just MQLs, but Users Actually Interested in Your Product
You won’t know for sure which channel drives better leads until you try them both.
In many cases, combining SEO and PPC allows you to dominate more SERP real estate.
That raises the odds people click your link.
Before you measure ROI, run tests to see which channel brings higher-quality conversions.
Test SEO independently of PPC because PPC can inflate organic clicks.
A user might see your ad, then click your organic listing.
Pause ads, and you might see organic traffic dip.
To truly compare, test channels separately.
Keep in mind SEO testing is lower risk.
With PPC, mistakes can be costly.
Why SaaS Companies Should Leverage Both PPC and SEO
SEO and PPC should absolutely be used together.
While it’s a fine channel to separate during the initial testing phase, both channels will likely influence each other, especially if they’re targeting the same keywords.
More SERP real estate will lead to a higher likelihood of a click, either through your paid listing or your organic link.
Either way, these marketing channels complement SaaS websites very well.
Here are a few other ways to use PPC and SEO for your SaaS marketing strategy.
- Both Tactics Allow You to Capture More Clicks
- Both Tactics Help You Take Up More Real Estate on the SERPs
- PPC and SEO Will Increase Touchpoints and Capture Conversions
Ways SaaS Companies Can Leverage Both SEO and PPC
Now, in addition to running ads simultaneously, there are a few other strategies your SaaS can use to benefit from running paid ads and SEO.
Using PPC and SEO Keyword Data to Boost ROI
One of the best ways to merge PPC and SEO is strong keyword research.
Leverage insights from Google Ads.
These are often more accurate than third-party tools.
Discover which queries bring solid conversions.
Then create SEO content for those topics.
Two listings for a converting keyword beats one.
Find CTAs That Resonate With Your Audience
Observe your PPC CTAs.
If a certain hook or headline works, adapt it for your SEO titles.
Your message stays consistent across paid and organic properties.
A/B Test Your Content’s CTAs
Constantly refine.
If PPC copy is crushing it, replicate that angle for SEO.
Or vice versa.
Which Marketing Channels Work Best With PPC and SEO?
In 2025, B2B SaaS marketing should not operate in silos.
You want an omnichannel approach.
But don’t stretch yourself across every platform blindly.
Pick 3–4 channels each quarter for more focused initiatives.
If you already run PPC and SEO, social media and email typically pair well.
They nurture your audience and strengthen brand voice.
Moz is a prime example.
They send newsletters that keep them on your radar.
Remember, the buyer’s journey is rarely linear.
Use each channel to guide potential customers toward trials or demos.
SEO vs. PPC for SaaS: Picking the Channel That Works Best For You
No single channel should rule your SaaS marketing.
In most scenarios, both SEO and PPC maximize ROI together.
Start with PPC for immediate leads.
Use that data to refine your SEO content.
Then rank organically for those same keywords so you can earn traffic without paying per click.
Yes, you need to maintain a healthy PPC budget while investing enough into SEO.
But the long-term winner for CAC?
Usually SEO.
Need help setting your SEO? Follow this SEO checklist I created specifically for SaaS websites.