Hi there,
I'm happy to give you some initial thoughts and guidance based on the information you've provided. It sounds like you're encountering some common challenges with LinkedIn ads, particularly with B2B campaigns.
We'll need to look at LinkedIn Targeting...
Right, LinkedIn targeting can be tricky if you're not careful. You mentioned targeting "professionals in specific industries" which is probably too broad and not specific enough. It's like throwing darts in the dark – you might hit something, but it's unlikely you'll hit your bullseye.
I remember one instance where we had to completely overhaul a client's LinkedIn targeting, before the adjustments they were basically throwing money down the drain. They were targeting senior management and their budget was disappearing in a flash, with no conversions to speak of. By drilling down by job title, company size, and even specific skills, you'll be able to narrow down the target audience and only show ads to users who are actually a part of your ICP. I'd suggest focusing on only the decision makers in the company e.g. head of marketing, head of sales, CSO, CTO, etc. You might need to create different ad sets for each niche you're trying to reach, but it's worth it. It's better to have 3 small, laser-focused campaigns than one big, vague one.
If it's any consolation it sounds like you already know who your ideal customer is, which is half the battle won. This means you can probably narrow down the LinkedIn targeting a bit better to only target your ICP. If you have a look at the available targeting options, you should be able to identify more granular and specific audiences, and build your ads around that.
I'd say you need to Persuade
Your ad copy needs to scream "exclusive" and "premium". I'd suggest going a bit over the top with it. Think of it as a digital velvet rope – you want people to feel like they're gaining access to something special. Are you showing the value of being part of this exclusive group? What do they get that they can't get anywhere else?
Don't just list features, sell the benefits. I'd say you should maybe A/B test different angles to see what resonates best with your audience – one focusing on networking, another on resources, etc. Test different headlines, different images, different descriptions, etc. The more you test, the more you learn what works and what doesn't.
When we're writing ad copy for clients, we try to address the pain points that the ICP is facing and how the feature solves this. If it's a service that makes their job easier, we might focus on the time they save, if it's a service that improves their social life, we focus on how they can better connect with the local community.
You probably should Review the landing page
Landing page experience is another thing to look at. I've seen so many campaigns tank because the landing page wasn't up to scratch. Make sure it's super clear what they're signing up for and that it's easy to do. If there are too many steps or the page looks dodgy, they'll bounce.
Think of your landing page as an extension of your ad – it needs to deliver on the promise that your ad makes. If your ad talks about exclusive events, your landing page needs to showcase those events. If your ad talks about valuable resources, your landing page needs to make those resources readily available.
I'd also make sure that the copy on the landing page is persuasive, highlighting all the value and benefits of signing up for the premium feature. Maybe add customer testimonials to boost trust and credibility.
You'll need to Think of the Funnel
You mentioned you are selling a "premium feature". Think about the user journey. Are you targetting existing free app users to upgrade their accounts to premium? Or are you targetting new potential customers? Both require completely different marketing approaches.
If it is existing customers, you already have a relationship with them, so you want to be making the sales process as easy as possible. If it is new potential customers, you want to build trust and provide value first, and then sell them the premium feature once they are onboard.
As mentioned before, you should also make sure your landing page has a good user experience. For example, keep the landing page clean, make sure there aren't too many steps, and it loads fast. On top of that, the landing page should be mobile-friendly. Some trust badges would also help reassure them and address any anxiety. Also, you'll need to make sure all your tracking is in place and you are accurately tracking all events, this data will be invaluable for optimising the performance.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Drill down your LinkedIn targeting by job title, company size, and skills. Create specific ad sets for each niche. |
| Ad Copy | Emphasise exclusivity and premium value. Focus on benefits, not just features. A/B test different angles. |
| Landing Page | Ensure clarity, ease of sign-up, and a seamless experience. Deliver on the promises made in your ads. |
| The Funnel | Think about the user journey, target existing customers differently from new customers. Build trust first. |
These are just initial thoughts. It's difficult to give specific advice without looking at the account in more detail. But hopefully, this gives you a good starting point.
Turning around ad campaigns can be a bit tricky sometimes, and it's easy to make mistakes if you're not fully familiar with the platform. The software sector is a tricky one. For example, one campaign we ran on LinkedIn Ads for a software client generated B2B decision makers at a cost of $22 per lead. It all depends on the offer.
If you'd like, we offer a free consultation where we can review your account together and provide more tailored advice. We've helped quite a few businesses in the software sector improve their advertising. In some cases, we've helped businesses get 5082 software trials at $7 cost per trial using our strategies on Meta Ads, so we know what works and what doesn't. It might be worth booking in a free consultation to see what specific recommendations we have for you.
Regards,
Team @ Lukas Holschuh
