If you develop software for efficient project management, human resources or customer relations, you should definitely make sure your product is presented on Capterra. This marketplace, which has been running for more than 20 years, provides a database of all existing business support solutions on the market. It gives you the opportunity to compare available programs and read reviews by real users. To ensure proper positioning of the site in Google search results, some manufacturers decide to run ads on the portal. How do Capterra Ads work and why should you use them?

Capterra – table of contents:

  1. Capterra Ads – how do they work?
  2. Capterra Ads – why should you use them?
  3. Summary

Capterra Ads – how do they work?

Like Google Ads, Capterra Ads allow a specific solution to appear at the top of the search results in the category it belongs to (HR Software, Project Management Software, Help Desk Software, etc.). Capterra runs an auction every time it has an ad space available on the network for a particular category, and advertisers bid to show up on higher positions.The more you’re willing to bid for specific placement in the rankings, the higher your profile will be on the list.

Setting up ads in Capterra is faster, much simpler, and cheaper than in other advertising systems, which undoubtedly encourages people to use this option. You only need to go through a few steps – add images, a product description, a landing page address, and select the categories you want to bid for and the target countries. There is no need to conduct an in-depth analysis of the target audience and its later verification.


Capterra Ads – why should you use them?

There are several reasons why it’s worth using Capterra ads:

Ads help you stay ahead of the competition

Would you like your potential customer to see your product first and read its reviews, or look at your competitor’s offer? The answer is obvious – and this is the result you will achieve when you decide to pay for ads on Capterra. It’s also a way to put yourself a step ahead of your competitors, who may be using other advertising options (Google or social media ads).

Ads generate leads

Leads are the main reason why business owners decide to use an advertising system – being at the top of the search results increases the likelihood that a user will perform a conversion. At times, a potential customer may even choose not to look at the other available options due to the fact that the first or second solution (perhaps yours?) will answer their needs perfectly.

Ads don’t work against you

You must be wondering whether ads on Capterra affect the reviews on the portal. We assure you that nothing changes in this regard – if a software developer with bad ratings decides to promote their product for a fee, users will still have full access to information and the opportunity to make their own assessment of whether it is worth using that system. Capterra places a great emphasis on product reviews, the possibility to compare tools and choose the best solution for your business.

Ads aren’t intrusive

How can you spot a sponsored offer? For manufacturers that have paid for a spot at the top of the search results, there will be an orange button with a call to action that reads “visit website” and redirects to the landing page. For organic results, the button is blue and reads “view profile,” and redirects to the company’s profile on Capterra. This is important because a user searching for a solution may not even realize they are checking out a sponsored offer.

Ads aren’t expensive

As little as $2 is enough to start advertising on Capterra, and for as little as $100 a month, you can achieve satisfying results. Why? First, due to the fact that this marketplace is used by people searching for a specific product – it is the niche nature of the target audience that makes conversion rates higher than in the case of Google ads. Secondly, it’s also worth remembering that on Capterra there are more than 800 software categories at the moment (this number is constantly growing) – and you can choose to advertise in more than one category, narrowing your target audience even further.


These are just some of the reasons why you should choose paid ads on Capterra, the best place to look for software tailored to your business needs. If you want to get high conversions at a relatively low cost, you should definitely start using this portal.

Read also: How to run Twitter ads?

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Why should you advertise your software on Capterra? 5 reasons zofia lipska avatar 1background

Author: Zofia Lipska

With over 10 years of experience in digital marketing, Sophia not only knows the rules of this industry but above all knows how to break them in order to achieve outstanding and creative results.