What’s the difference between B2C and SaaS PPC strategies?

The difference between B2C and SaaS PPC strategies lies primarily in audience targeting, keyword focus, ad copy, and sales cycle expectations. B2C PPC often targets broad consumer demographics with emotional appeal, focusing on immediate purchases. SaaS PPC, conversely, targets specific business decision-makers, uses long-tail, problem-solution oriented keywords, and ad copy that emphasizes business benefits, ROI, and solving industry challenges. The goal for SaaS PPC is typically lead generation (trials, demos) and nurturing, acknowledging a longer sales cycle than direct B2C transactions.