When it comes to PPC for Saas, retargeting can be a game-changer. This type of ad connects your SaaS offering with people who have already visited your site or mobile app. Google Ads is set up so that the default audience is generally set at 30 days. But this is often not enough time for the SaaS sales cycle, which can end up being three or six months out. Once you determine a rough estimate for how many days it takes your leads to convert, you can tailor your campaigns accordingly, as long as it follows the platforms’ rules and is within the maximum membership duration. A lot of educating can take place during the buyer’s journey. If you’re serving white papers or other content campaigns that last longer than 30 days, your retargeting should do the same. Don’t just retarget your entire audience. Make sure different audiences are getting different tailored messages when possible.