Free-trial ads out-convert demo ads per impression
Demo CTAs win on conversion rate, but free-trial CTAs delivered nearly 2x the conversions per 1 000 impressions across $20M in B2B SaaS search spend.
Across 11 286 B2B SaaS search ads and more than $20 million in spend, free-trial CTAs produced nearly twice as many conversions per 1 000 impressions as demo CTAs.
The demo ads did win on conversion rate once someone clicked. But the trial ads pulled almost double the click-through rate on non-branded searches, and on branded searches they delivered 167% more conversions per impression. Measured on the impressions you paid for rather than the clicks you happened to get, the trial offer came out ahead.
Why it matters: if your paid search runs on a "Book a demo" CTA alone, conversion rate is hiding the clicks you never got. Testing a trial or "see it yourself" offer in the ad and on the landing page is one of the cheaper experiments available to you.
Source: Free trial vs. demo: What's more effective in B2B SaaS ads? (MarTech)
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