Inside Zapier’s Full-Funnel Ad Playbook

A practical guide for SaaS founders to turn isolated ads into a connected growth engine.

Author

Harsh Kang
October 06, 2025

Hi there,

I want you to steal something from Zapier today. They’re a unicorn startup crushing it in the SaaS space with their Ads to LP strategy.

You may think running ads is easy.. it’s not the case at all. Running ads that actually follow the buyer journey is what separates wasted spend from predictable growth.

Zapier is a standout example. They are running over 1000+ ads across Meta, Google, and LinkedIn. But this is not about volume. It is about orchestration. Each ad has a role, each platform has a purpose, and every landing page is designed to complete the story the ad started.

Here is how they structure it & how you can apply the same thinking to your own SaaS campaigns. 👇

Meta Ads: Turning Clicks Into Conversations

Zapier runs over 180 Meta ads tied to 10–15 distinct landing pages, built for every funnel stage:

  • Top funnel: Outcome-driven ads that highlight use cases and time-saving benefits, leading to educational landing pages.

  • Middle funnel: Content-led ads promoting AI reports or feature spotlights, paired with gated lead-gen pages.

  • Bottom funnel: Testimonial-based ads leading directly to signup pages, using social proof to close the loop.

Founder takeaway: Don’t run one-size-fits-all Meta campaigns. Map ads to funnel stages and send users to landing pages that continue the story.

Zapier runs over 400 Google ads covering everything from branded terms to competitor comparisons to feature-specific queries like “automate Shopify orders.” Each click leads to a page tailored exactly to the search intent.

Founder takeaway: Audit your search terms. If the landing page does not directly match what the user typed in, you are losing conversions and wasting budget.

LinkedIn Ads: Building Trust With Decision-Makers

Zapier uses LinkedIn not just for features, but for authority building. They combine product carousels with thought-leadership content like “The AI Readiness Playbook.” It is less about immediate signups and more about shaping perception with the people who approve budgets.

Founder takeaway: Use LinkedIn to build credibility before the demo call. Share insights, playbooks, and industry trends alongside product ads.

The Bigger Picture

Zapier’s strategy works because every channel has a defined role:

  • Meta drives volume and engagement

  • Google captures high-intent searches

  • LinkedIn builds trust with decision-makers

When you connect those pieces, you stop running isolated campaigns and start building a system that compounds over time.

If your ads are not connected, ask yourself: what is the role of each platform in my funnel, and does my creative and landing page strategy reflect that?

Want to Go Deeper?

I just released a full YouTube breakdown walking through Zapier’s funnel step by step - including examples you can borrow for your own SaaS campaigns.

And if you are ready to build a full-funnel ad system for your own brand, Roveir can help. Apply to the B2B Accelerator and let’s scale your growth engine.

See you in the next one,

Harsh
Founder @ Roveir

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