Paid Advertising Opportunities Amid Tariffs and Trade Tensions

Written By Olivia Sabotnicu

As the EU considers imposing tariffs on US digital services — combined with ongoing trade tensions between the US with China — the digital advertising landscape is bracing for a shakeup. Big players like Temu, which reportedly accounts for 10% of Meta’s ad revenue, are already considering scaling back their advertising budget on the US market. That’s a massive vacuum in ad inventory — and a rare window of opportunity for SaaS brands willing to pivot smartly.

But there's a catch: platform policies (especially Meta’s but also TikTok) restrict any messaging that touches on tariffs or political trade scenarios. So, even if CPMs drop and inventory opens up, SaaS brands need to think beyond Meta to fully capitalise.

Let’s break down how the current climate creates untapped potential — and which alternative channels offer the most strategic upside for SaaS advertising right now.

Why Lower Meta CPMs Don’t Equal Green Light for SaaS

Tempting, right? If major e-commerce advertisers pull out, you’d assume cheaper Meta ads = more room for SaaS. But here’s why that logic doesn’t hold for most B2B-focused or high-consideration SaaS brands:

  • You can't talk about the real stuff. Meta prohibits ad copy that references tariffs, geopolitical events, or economic instability.

  • Context is king. Facebook and Instagram aren't always the right place for SaaS messaging, especially if your buyers are in research or evaluation mode.

  • Weakened tracking post-iOS 14.5. Long buying cycles and attribution issues make Meta less reliable for full-funnel SaaS tracking.

In short: just because the room clears out doesn’t mean it’s your party.

Where the Real SaaS Ad Opportunities Are Now

Let’s talk channels that give you message control, better targeting, and relevance during a period of global SaaS re-evaluation.

🔵 1. LinkedIn Ads: The Quiet Powerhouse for B2B Shift

When companies start rethinking their software stack due to rising costs, LinkedIn is the place to intercept those conversations. Here, you can speak to budget pressures, operational inefficiencies, or compliance issues — without platform policy issues.

Campaign ideas:

  • “Need to cut software costs in 2025? See what EU teams are switching to.”

  • “Built in Europe. GDPR-compliant. SaaS that won’t surprise you with tariff side effects.”

You can target:

  • Job roles (IT, Ops, Finance)

  • Industries

  • Companies currently using your competitors

💡 Bonus: Use lead gen forms with whitepapers or trial offers to build first-party data now, before cookie loss hits harder.

🔍 2. Google Search & Performance Max: Intent Still Wins

Search remains unbeatable for high-intent traffic. In a tariff-pressured market, people are already Googling:

  • “Alternatives to [Popular US SaaS]”

  • “EU-based CRM”

  • “Best GDPR email tools”

Set up:

  • Competitor brand campaigns

  • Campaigns around compliance, cost-saving, and localisation

  • PMax for BOF retargeting or light TOF discovery

💡 Pro tip: Pair search with comparison landing pages — they convert incredibly well and aren’t bound by platform content rules.

📽️ 3. YouTube Ads: Cheaper Storytelling with Intent Targeting

Meta isn’t the only video game in town. YouTube offers CPMs that are often cheaper, and you can run ads against:

  • Search history (custom intent)

  • Competitor site visitors

  • Industry topics or influencers

Run 15–30 second explainer ads highlighting why teams are switching from X to Y. CTA? Free trial, case study, or demo.

📨 4. Newsletter Sponsorships: No Policy Headaches, High Trust

If you want full control over your message, buying space in curated email newsletters is gold — especially in tech, SaaS, startup, or marketing niches.

You can say what you want:

“Rising digital service costs? We help EU companies future-proof their tool stack.”

Look for:

  • Niche publications (like SaaS Weekly, Indie Hackers, or B2B verticals)

  • Sponsored content slots

  • Native-looking placements with UTM tracking

🎙️ 5. Podcasts & Webinars: Deep Dive Messaging + Evergreen ROI

When platforms restrict nuance, long-form formats thrive. Partner with podcasts or thought leaders in your space to explore topics like:

  • “How to rebuild your SaaS stack with local-first tools”

  • “What tariffs mean for digital operations in the EU”

Repurpose these into ad snippets, blog content, and even short YouTube ads.

📈 6. SEO + Boosting via Google Discovery or LinkedIn

Now is also a smart time to build SEO content that ranks for strategic mid- and bottom-funnel terms:

  • “Affordable SaaS for EU teams”

  • “CRM that works with EU tax law”

  • “Best GDPR SaaS for 2025”

Once written, promote this content on Google Discovery or LinkedIn to get low-cost visibility from high-fit users — without ad copy restrictions.

Final Thoughts

In moments of market flux, the SaaS brands that win aren’t the ones spending the most — they’re the ones pivoting fastest.

Tariff uncertainty, a Meta ad landscape in transition, and reshuffling global priorities mean now is your chance to:

✅ Build durable audiences
✅ Position for privacy- and cost-conscious buyers
✅ Break away from over-reliance on platforms you can’t fully control

And while Meta may offer cheaper clicks for now, clarity and message control elsewhere might just be worth more.

Need help repositioning your SaaS brand across alternative ad platforms? I’ve helped B2B and product-led SaaS companies unlock growth by going beyond the obvious — without breaking budget or bending platform rules.

👉 Let’s talk strategy. Book a free consult here.

Olivia Sabotnicu
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