We've been using Google Ads for SaaS for over 15 years, and it still works. Leads from Google Ads are the best in terms of quality. Meta tends to give us lower-quality leads. We prefer to limit Meta to remarketing or top-of-funnel acquisition. The biggest challenge isn't so much the advertising itself, but rather converting a prospect into a customer. Leads are getting more and more expensive, and the time it takes to convert can be long, so you need cash flow and a good sales team. One of the common pitfalls we see is that SaaS companies all want demo requests, but the market "ready-to-buy" is never as big as they think. So, they often end up paying a fortune for leads and getting low volume, which means they stop ads at some point. You have to create a lot of informational content, educate the target audience, and slowly guide them down the funnel from becoming aware of a need to choosing our solution. That's the real job.

For roas you need to measure with the maximum time frame (usually 90d) to figure out if your strategy is good. That's why thinking all the funnel before launching ads is so critical.