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Meta, Google, and LinkedIn Ads for HR SaaS and HR tech — campaigns built around the slower, consensus-driven HR buying cycle and budget windows that actually drive HCM, payroll, and talent tech purchases.
HR software purchases rarely come down to one person clicking "Book a Demo." HR leaders, People Ops, IT, and finance are typically all involved, and the evaluation often ties to annual budget cycles and open enrollment windows — not a single moment of intent.
Broad "HR software" targeting is expensive and low-intent. The category splits into distinct sub-niches — payroll, ATS, LMS, benefits, HCM — each with its own buyer and keyword set. Campaigns that target the specific sub-category convert at a meaningfully lower CAC than generic HR tech terms.
FRX Media builds HR SaaS campaigns across Meta, Google, and LinkedIn timed to budget planning windows, targeted to your specific HR sub-category, and tracked through to demo-to-close — not just cost-per-lead.
Every SaaS campaign we build is structured around your growth motion — product-led or sales-led — and judged on paid customer economics, not top-of-funnel volume.
Category and competitor-intent Search campaigns for buyers actively evaluating SaaS solutions, paired with Performance Max for incremental reach on high-intent audiences.
Free trial and freemium campaigns built for product-led growth motions, using UI-forward creative and social proof to drive self-serve signups at scale.
Sponsored Content, Lead Gen Forms, and ABM targeting for high-ACV, sales-led SaaS where deal value justifies LinkedIn's higher CPM.
We build your target CAC and payback period from your pricing, churn, and expansion revenue before spend goes live — so every campaign has a real economic target.
We integrate with your product analytics or CRM to track campaigns through activation and paid conversion — not just signup volume.
Weekly reports built around CAC, payback period, and paid customer volume — the metrics that actually connect to your board deck.
We map your pricing, churn, LTV, and current CAC before touching a campaign. Every recommendation is grounded in what your business can actually afford to pay for a customer.
PLG accounts get trial-optimized Meta and Search campaigns. Sales-led accounts get demo-focused LinkedIn and Search campaigns with ABM targeting where deal value supports it.
Campaigns launch with tracking wired into your product analytics or CRM from day one, so trial-to-paid data starts flowing immediately instead of being bolted on later.
Once enough trial-to-paid data exists, we shift optimization from signup volume to paid customer CAC and scale the channels and audiences that actually convert to revenue.
The same structured, ROAS-first framework we apply across industries — targeting, offer, and creative discipline — translates directly to SaaS acquisition economics.
HR buyers (HR leaders, People Ops, Talent Acquisition) often evaluate software on a slower, more consensus-driven cycle involving IT, finance, and sometimes legal. Campaigns need to account for a longer buying committee journey, not just a single decision-maker click-to-demo path.
Yes. Many HR tech purchases (HCM, payroll, benefits platforms) are tied to annual budget cycles and open enrollment periods. We plan campaign intensity around Q4/Q1 budget planning windows when HR buyers are actively evaluating renewals and new tools.
Both, for different reasons. LinkedIn is strong for targeting HR titles directly with ABM and Sponsored Content. Google Search captures high-intent research moments — buyers actively comparing HCM, ATS, or payroll platforms by name.
We build keyword and audience targeting specific to your exact HR sub-category rather than broad "HR software" terms, which tend to be expensive and low-intent. Precise category terms convert at a meaningfully lower CAC.
Benchmark reports, ROI calculators specific to headcount or turnover cost, and free HR process audits tend to outperform a cold "Book a Demo" CTA, especially on LinkedIn where HR buyers are cautious about vendor outreach.
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