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Customer jobs for paid search

The jobs to be done framework is a product strategy method. It treats customers as people who hire products to do specific jobs in their lives or work. The framework does not stop at demographics or features. It gets to what customers actually want.

It is also a very useful way to think about Google Ads.

The basics, briefly​

Customers do not buy products because they are products. They buy products because they have a job to do. Your product is one way to do that job.

Classic example: someone who buys a quarter inch drill bit does not want a drill bit. They want a quarter inch hole. The drill bit is the means. The hole is the job.

For B2B SaaS, the jobs are usually about work, time, or anxiety:

  • "I want my engineering team to ship faster without bureaucracy." (job)
  • "I want to know our pipeline is healthy without spending an hour every Monday compiling data." (job)
  • "I want to onboard new sales hires in 2 weeks instead of 8." (job)

Jobs are concrete things people try to accomplish. They are not features ("workflow automation") and not generic benefits ("improve productivity"). They are specific outcomes someone hires for.

Why this matters for Google Ads​

Two reasons:

1. Customers search for jobs, not categories​

Look at high intent search queries:

  • "Tool to onboard new sales reps faster"
  • "Lightweight project tracking for engineering teams"
  • "Sales email automation software"

These are job formulations with a product word. The searcher knows what they want to accomplish, and they look for a tool that does it.

Queries that start with "how to" usually show research intent, not buying intent. Hero Marketer removes them from its keyword clusters.

Category searches that include "software", "tool", or "platform" ("project management software") also show buying intent: the searcher looks for a product. They cost more than job-specific searches, because more advertisers bid on them. Hero Marketer keeps these terms in its keyword clusters.

2. Job specific ad copy outperforms generic copy​

Compare two ads for a CRM:

Generic:

"The world's most powerful CRM. Try free today."

Job specific:

"Stop losing deals because your CRM is a chore. 5 minute updates."

The first is forgettable. The second names a specific job (deal progress) and a specific obstacle (CRM as a chore). Searchers who feel that pain notice immediately.

Job specific copy wins click through rate and, more importantly, conversion rate. The clicks come from people whose pain you have named. They are already convinced.

How to find your customer's jobs​

Three sources, in order of reliability:

1. Customer interviews​

The single best source. Ask new customers:

  • "When you decided to look for a tool like ours, what was happening in your work?"
  • "What were you trying to do that wasn't getting done?"
  • "What did you try before us, and why didn't it work?"

The answers are often surprising. "I needed to get my CEO off my back about pipeline visibility" is a more specific job than "improve sales productivity". It is the actual reason a deal closed.

Patterns across interviews surface the dominant jobs.

2. Sales call transcripts​

If your sales team records calls, the discovery questions they ask and the answers they get reveal jobs. "What's prompting the search now?" draws out job statements.

Look for verbs and outcomes. "I want to..." or "We need to..." statements are jobs.

3. Win/loss reviews​

When you win a deal, why? When you lose, why? The answers usually map to jobs.

Wins often correlate with jobs your product does well. Losses often correlate with jobs your product does not do, jobs the customer prioritized that you did not address.

How to use jobs in keyword research​

Jobs translate to keywords. Each job suggests a few specific search phrases:

Job: "Ship software faster without bureaucracy."

Possible queries:

  • "Project management for software teams"
  • "Lightweight project management"
  • "Alternative to jira engineering teams"
  • "Fast project tracking"
  • "Project tool without overhead"

Each of these is a customer who expresses the job in a different way. Cluster them.

Job: "Get new sales reps productive in 2 weeks."

Possible queries:

  • "Sales onboarding tool"
  • "Sales rep ramp time"
  • "Sales training software"
  • "Onboard sales reps faster"

Different language, same underlying job.

When you build a campaign per job (and not per category or per feature), the keywords cluster naturally. The cluster's intent is the job. The ad copy can name the job. The conversion rate goes up.

How to use jobs in ad copy​

Job in headline, evidence in description.

Headline: "Ship Faster Than Legacy Tools" (names a job and a known constraint, in 29 characters).

Description: "Built for engineering teams that ship. Triage in seconds, no heavyweight process." (evidence: speed, audience, outcome).

The ad does not name a competitor. When a trademark owner complains, Google can restrict a competitor's name in your ad text.

Compare to:

Headline: "Powerful project management" (no job).

Description: "Industry leading software for modern teams." (no evidence).

The first version converts. The second does not convert.

The pattern: name the job in the headline, prove it in the description.

The hardest part: the right job​

The framework is conceptually clear. The hard part is to know which jobs your product actually does best for which customers.

Most B2B SaaS products do several jobs for several customer types. If you pick the wrong primary job, you waste your campaign.

A few diagnostics:

  • Which customers are happiest? Look at NPS, retention, expansion. Their jobs are the ones your product does best.
  • Which use cases do customers expand? Customers who expand usage do jobs they value highly.
  • What do success stories say? Customer case studies usually surface the dominant job clearly.

If you are unclear, run small campaigns for each of three or four candidate jobs, and see which converts best. Conversion rates show which job works best.

Where Hero Marketer fits​

Hero Marketer reads your product website when you add a product, or before the first campaign of a product. The read uses under half a credit. Hero Marketer writes your product context in seven sections, for example "What problem does your product solve?" and "Who benefits most from your product?". These answers hold the jobs of your customers. You can edit each section in Settings > Products. To open Settings, click your profile picture at the bottom of the sidebar, then click Settings.

The campaign wizard uses your product name and the first point of What problem does your product solve? to filter keyword clusters. It uses the full product context to write ad copy. The better your website page describes the jobs, the better the product context.

In a Hero AI chat, you can say which jobs matter most. For example: "Focus on teams that switch from spreadsheets." Hero AI uses this for the rest of that chat, for example when it writes ad copy or looks at search terms. Hero AI does not remember it in a new chat, so say it again when you start one. To make a job permanent for ad copy and landing pages, edit your product context in Settings > Products.

For more on product context, see What product context is and Update a product.

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