Hi there,
Thanks for reaching out and explaining your situation with the paid ads for your inventory management SaaS. I'm happy to give you some initial thoughts and guidance based on my experience helping similar businesses scale. It sounds like you've got a good product and a starting customer base, which is a great foundation to build upon. It's quite common to see B2B SaaS companies struggle with paid advertising, particularly on platforms like LinkedIn, especially early on. But it's definitely possible to scale with paid ads if you get the strategy right.
We'll need to look at your targeting...
The first thing that springs to mind is whether your targeting is too broad. LinkedIn can be a bit of a money pit if you're not careful. I remember one client who found that only operations managers in companies with over 50 employees were really biting, and they had been wasting budget targeting too many people. It's worth diving deep here - think about:
- Job Titles: Be specific. "Manager" isn't enough. Think "Operations Manager," "Supply Chain Director," "Head of Logistics."
- Company Size: Are you targeting startups, SMEs, or large enterprises? Each segment has different needs and pain points.
- Industry: Inventory management is relevant to a wide range of industries, but some will be more receptive than others. Focus on industries where inventory is a critical part of the business.
- Skills and Interests: LinkedIn allows you to target users based on their skills and interests. Look for skills related to inventory management, supply chain, and logistics.
- Groups: Are there any relevant LinkedIn groups where your target audience is likely to be active?
I would focus on the most relevant options instead of trying to reach everyone at once. A smaller, highly targeted audience will be more effective than a large, generic one.
I'd say you should focus on benefits, not features...
The second thing that jumped out at me is your ad copy. Are you talking about how cool your software is, or are you talking about how it will solve their problems? In B2B, especially with something like inventory management, it's all about the benefits. Businesses care about saving time, saving money, and improving efficiency. Your ad copy should focus on these things. For example, instead of saying "Our software has advanced tracking features," say "Reduce inventory waste by 20% with our advanced tracking system." Use numbers and quantifiable results whenever possible. It makes the pitch more real.
Also, are you using a clear call to action? Tell people what you want them to do. "Download our free guide," "Request a demo," "Get a free quote." Make it easy for them to take the next step.
You probably should test different ad formats...
LinkedIn offers a variety of ad formats, and it's important to test different ones to see what works best for your audience. A couple of options:
- Sponsored Content Ads: These ads appear in the LinkedIn feed and can be a good way to reach a broad audience.
- Lead Gen Forms: These ads allow users to fill out a lead form directly on LinkedIn, without having to visit your website. This can be a great way to generate leads quickly and easily, but the quality of the leads may be lower. From what I've seen, they're usually better than sending people to a landing page where they have to spend time filling out their details.
- Message Ads: These ads are sent directly to users' LinkedIn inboxes. This can be a good way to reach a highly targeted audience, but they can also be seen as intrusive if not done carefully.
- Conversation Ads: A great way to start conversations. It's like cold outreach just that you pay for it.
I usually run sponsored content campaigns for lead generation. Then I test out image and video ads + lead gen forms versus pointing to a landing page.
You'll need a solid landing page...
Make sure your landing page is optimised for conversions. It should be clear, concise, and easy to navigate. It should also reinforce the benefits you mentioned in your ad copy. If your ad promises to save businesses time and money, your landing page should explain exactly how your software will do that. Make sure it works on mobile too. It's incredible how many landing pages I see that are terrible on mobile.
It can be worth getting a professional copywriter to help you with your landing page copy. A good copywriter can craft compelling copy that resonates with your target audience and drives conversions. This is especially important for B2B SaaS, where the sales cycle can be longer and more complex.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Narrow down your LinkedIn targeting to focus on specific job titles, company sizes, industries, and skills. |
| Ad Copy | Focus on the benefits of your software, not just the features. Use numbers and quantifiable results whenever possible. |
| Ad Formats | Test different ad formats to see what works best for your audience. Consider using LinkedIn Lead Gen Forms to generate leads quickly and easily. |
| Landing Page | Optimise your landing page for conversions. Make sure it's clear, concise, easy to navigate, and mobile-friendly. |
Paid advertising can be a really effective way to scale your B2B SaaS company, but it's important to have a solid strategy in place. I remember working on a campaign for a B2B software company where we achieved a cost per lead of $22 using LinkedIn Ads.
These are just a few initial thoughts, of course, and there's a lot more to consider. I'd be happy to chat with you more about your specific situation and offer some more tailored advice.
You might want to consider getting expert help with this. Agencies that specialise in paid advertising can help you to create and manage effective campaigns, track your results, and make adjustments as needed. This can save you a lot of time and money in the long run, and it can help you to scale your business more quickly. I do this type of work all the time and could offer my expertise on a free consultation.
Regards,
Team @ Lukas Holschuh
