Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your LinkedIn advertising for your intermittent fasting app. I understand you're trying to get those first ten paying customers but are seeing a high cost per click and very few downloads or subscriptions.
You probably should look at ad platform choice...
Firstly, LinkedIn *can* be good for health and wellness, but it's worth bearing in mind it's also full of recruiters and people trying to look busy, so getting actual conversions can be tricky, specially when you're aiming for paid subs. Have you considered alternatives? I remember one client in the software niche for whom we found Meta Ads to be really effective – we got them 5082 software trials at $7 cost per trial. Another client in the events and eLearning niche saw great app growth on Meta Ads and TikTok ads with over 45k signups at under £2 cost per signup.
We'll need to look at your target audience...
What kind of ads are you running? Are they targeted just at interests (e.g. 'health and wellness') or are you layering on job titles and industries? I'd say try targetting specific job titles e.g. "Software Engineer" or "Accountant" - that kinda thing. If you're aiming at young professionals you might want to include them and the age range, so you can test different ads. From my experience, LinkedIn usually works best with a narrow audience that targets your specific ideal customer profile (ICP). It's worth testing.
I'd say you should optimise your ad copy...
What's the ad copy saying? Are you highlighting the benefits of the app itself, or are you just talking about intermittent fasting in general? You need to hook 'em with the *app*, not just the concept. Think about *what* problem does *your* app solve *specifically*? What makes it different from a generic fasting timer? Make sure that comes across fast. Some professional copy could really go a long way. With SaaS clients, we use a copywriter for this with experience writing for SaaS to get the best results. To get people interested, you need a landing page with persuasive copy.
You'll need a testing strategy...
I'd say don't give up on LinkedIn just yet, but *definitely* don't throw more money at it without tweaking things. Test, test, test. Don't just "throw money" at it. Small, targeted campaigns to different audience segments and different ad copy. See what sticks. If the goal is to start conversations, then you probably need to run a conversation ad. Another option is lead generation, where you'll probably want to test LinkedIn Lead Gen Forms which usually work best with sponsored content ads.
I’d say you should check your website...
We find with a lot of clients that the website itself lets them down.
You probably should consider your sales process...
Think about your sales process. What do you want people to do to become a qualified lead that you can turn into a customer? Usually, the first step is to either fill out a lead form or to schedule an intro meeting or consultation. You could also offer a free audit or strategy review. Depending on what the first step is that people need to take, this is what your website's start page should lead people to. Optimise this page with sales copy, make it really persuasive to take the first step.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Ad Platform | Consider Meta Ads as an alternative to LinkedIn for potentially lower costs and wider reach. |
| Target Audience | Layer job titles and industries onto your LinkedIn targeting, focusing on specific professionals. |
| Ad Copy | Optimize ad copy to highlight the unique benefits of your app and solve a specific problem. |
| Testing | Implement a structured testing strategy with small, targeted campaigns and varied ad copy. |
Scaling software campaigns can be a real challenge, but with the right approach, it's definitely achievable. We've helped quite a few software companies to achieve impressive growth, for example, I remember we helped a client in the Medical Job Matching SaaS niche reduce their Cost Per User Acquisition from £100 to £7 using Meta Ads and Google Ads. Of course, every business is different and it's important to find the right strategy for you.
You may benefit from working with someone with expertise in scaling software campaigns. If you want to discuss your strategy in more detail, feel free to book in a free consultation with us - we can take a more indepth look at your ads and advise on the best steps to take.
Regards,
Team @ Lukas Holschuh
