Solved: Best Growth Platform for Copenhagen Launch (Data Inside)

Hi there,

Thanks for reaching out!

Happy to give you some initial thoughts. The question of "which platform" is one I hear a lot, but tbh, it's probably the third or fourth question you should be asking. Choosing a platform before you've sorted out your customer, their problem, and your offer is like picking out curtains before you've even laid the foundation for the house. You'll just end up wasting a lot of money showing the right ads to the wrong people, or the wrong ads to the right people.

Let's forget about platforms for a minute and start where it actually matters: with the person you're trying to sell to.

Your ICP is a Nightmare, Not a Demographic

Most people start by building an "Ideal Customer Profile" that looks something like this: "Males, 25-40, living in Copenhagen, interested in tech." This is completely useless. It tells you nothing of value and leads to generic, ineffective advertising that speaks to no one.

You need to stop defining your customer by who they *are* and start defining them by the *nightmare* they're living in. Your product must be the solution to a specific, urgent, and expensive problem. Your Head of Sales client isn't just a job title; she's a leader terrified of missing her quarterly target because her team is wasting hours on manual data entry. Your new-parent customer isn't just a demographic; they're exhausted, overwhelmed, and desperate for a product that gives them 30 minutes of peace back in their day.

Your ICP isn't a person; it's a problem state. Once you've isolated that nightmare, everything else falls into place. Your ad copy writes itself. Your targeting becomes laser-focused. Your offer becomes irresistible. Most marketing fails because it starts at the end of the process, with the ad platform, instead of at the begining, with the customer's pain.

Getting this wrong is the single most common reason I see campaigns fail. People spend thousands on ads trying to convince people they need something, rather than finding the people who are already desperate for a solution. Don't make that mistake.

I'd say you first need to decide: are they searching or scrolling?

Once you're crystal clear on the problem you solve, you can start thinking about how to find people who have that problem. Broadly speaking, your potential customers fall into two camps:

1. Problem-Aware (The Searchers): These people know they have a problem, and they are actively looking for a solution. They're typing things into Google like "AI developer near me", "emergency electrician copenhagen", or "best software for finding contact info". They have high intent.
2. Problem-Unaware (The Scrollers): These people have the problem you solve, but they aren't actively looking for a solution. Maybe they don't know a solution exists, or it's not a top priority right now. They're scrolling through their social media feeds, reading industry news, or watching videos.

This distinction is probably the most important factor in choosing your initial ad platform.

If your ideal customer is actively searching for what you offer, your first port of call should almost always be Google Search Ads. It's the most direct way to capture existing demand. You're not trying to convince anyone; you're just putting your solution in front of someone who is already raising their hand for help. This is why search ads often produce higher-quality leads than social media ads, especially for B2B or high-ticket services. The user has pre-qualified themselves through their search query. I remember one campaign we ran for an HVAC company in a competitive area; even with a high cost of around $60 per lead, it was profitable because the leads were from people who needed a fix, right now.

On the other hand, if your product is innovative, novel, or solves a problem people don't know they have, you can't rely on search. Nobody is searching for a solution they don't know exists. In this case, you need to use platforms like Meta (Facebook/Instagram) or, for B2B, LinkedIn. Your job here is to interrupt their scrolling with an ad so compelling that it stops them in their tracks, makes them aware of the problem, and presents your product as the solution. This is much harder to do, and it's where most ad money gets wasted. The key is to have a really powerful message that speaks directly to their pain point.

You probably should delete the "Request a Demo" button

Now we get to the most common failure point in all of B2B advertising, and it applies to B2C as well: the offer. The "Request a Demo" or "Contact Us" button is perhaps the most arrogant Call to Action ever conceived. It presumes your prospect has nothing better to do than book a meeting to be sold to. It's high-friction, low-value, and instantly positions you as just another commodity vendor.

Your offer’s only job is to deliver a moment of undeniable value—an "aha!" moment that makes the prospect sell themselves on your solution. It must solve a small, real problem for them for free to earn you the right to solve the whole thing. I've seen countless campaigns with great targeting and great ads fail miserably because the landing page asks for too much, too soon.

So what does a good, low-friction offer look like?

• For a SaaS product: The gold standard is a free trial (no card details required) or a freemium plan. Let them use the actual product. Let them feel the transformation. When the product itself proves its value, the sale becomes a formality. One of our B2B SaaS clients saw great success generating over 1,500 trials through Meta ads by offering a completely frictionless sign-up process. People won't pay for a new system without trying it, especially if the competition offers free trials.
• For a service business: You must bottle your expertise into a tool or asset that provides instant value. For a marketing agency, this could be a free, automated website audit. For a financial consultant, a free cash flow projection template. For us, it's a 20-minute strategy session where we audit failing ad campaigns completely free. You give away some value to demonstrate your expertise and build trust.
• For an eCommerce product: The offer could be a first-time purchase discount, free shipping, or a free guide related to the product (e.g., "5 Ways to Style Your Handcrafted Jewellery"). For a new product launch, a great offer is a waitlist with an exclusive "founder's discount" for early adopters. This builds hype and an email list before you even launch.

Tbh, if your offer requires someone to talk to a salesperson before they've experienced any value, your ads are going to be expensive and inneffective. Fix the offer first.

You'll need to do the math that matters: How much can you afford?

The next question people usually ask is "What will my cost per lead be?". Again, it's the wrong question. The real question isn't "How low can my Cost Per Lead (CPL) go?" but "How high a CPL can I afford to acquire a truly great customer?" The answer lies in calculating your Customer Lifetime Value (LTV).

Without knowing your LTV, you're flying blind. You might pause a campaign with a £150 CPL, thinking it's too expensive, when in reality each of those customers is worth £10,000 to your business. Or you might scale a campaign with a £10 CPL, only to find out the leads are low quality and never convert into paying customers. The math unlocks intelligent growth.

Here's the basic formula:

LTV = (Average Revenue Per Account Per Month * Gross Margin %) / Monthly Churn Rate

Let's walk through an example. Say you have a subscription product:

• Average Revenue Per Account (ARPA): £100 per month
• Gross Margin %: 70% (after costs of servicing the customer)
• Monthly Churn Rate: 5% (the percentage of customers you lose each month)

LTV = (£100 * 0.70) / 0.05 = £70 / 0.05 = £1,400

In this scenario, each customer is worth £1,400 in gross margin over their lifetime. A healthy ratio of LTV to Customer Acquisition Cost (CAC) is typically 3:1. This means you can afford to spend up to £1,400 / 3 = ~£467 to acquire a single customer and still have a very healthy business. Suddenly, that £150 CPL doesn't seem so bad, does it?

Use the calculator below to play with your own numbers. This is a simplified model, but it's the most important calculation you can do before spending a single pound on ads.

We'll need to look at how to put it all together

So, now that we've covered the crucial groundwork, we can finally talk about platforms. The choice should be much clearer now, based on your answers to the previous sections.

Scenario A: You're a B2B SaaS Product solving a known problem (e.g., accounting software).

• Nightmare: Finance managers are terrified of compliance errors and wasting hours on manual reconciliations.
• Offer: A 14-day free trial, no credit card needed, with a 5-minute onboarding.
• LTV Math: You've calculated your LTV is £8,000, so you can afford a CAC of ~£2,600.
• Platform Strategy:
  1. Start with Google Search Ads. Target high-intent keywords like "small business accounting software denmark", "xero alternative copenhagen", "invoice automation tool". These people are actively looking for a new solution. This is how you capture existing demand.
  2. Layer on LinkedIn Ads. Once Search is running, use LinkedIn to target specific decision-makers (e.g., "Finance Manager", "Controller") at companies of a certain size in Denmark. Your ad copy will speak directly to their nightmare. We have seen CPLs around $22 for B2B decision makers on LinkedIn, which can be very profitable with a high LTV.
  3. Test Meta Ads for Scale. For some B2B software, Meta can work surprisingly well. We've managed campaigns that drove thousands of B2B software registrations for under $3 each. You could target interests like "QuickBooks", "Financial technology", or create lookalike audiences from your website visitors or trial users. But start with Search and LinkedIn first.

Scenario B: You're an eCommerce brand selling a unique, handcrafted product.

• Nightmare: Customers are bored of mass-produced goods and want something unique that expresses their personality.
• Offer: 15% off first order and a beautifully designed product page that tells the story behind the craft.
• LTV Math: You calculate an average customer buys twice a year, spending £150 total, and stays for 2 years. Your LTV is £300, so you can afford a CAC of £100.
• Platform Strategy:
  1. Start with Meta (Instagram/Facebook). Your product is visual, and the purchase is driven by desire, not necessity. Use high-quality photo and video ads. Target interests related to your craft, competitor brands, and relevant lifestyle magazines or influencers. For one women's apparel client, we achieved a 691% Return on Ad Spend using Meta and Pinterest.
  2. Use Google Shopping Ads. When people search for specific product types like "handcrafted leather wallet", you want your product to appear in the Shopping tab. This is a must for any eCommerce brand.
  3. Build Retargeting Funnels. This is huge for eCommerce. Retarget people who visited your site, viewed products, or added to cart but didn't buy. Show them different ads, maybe with a reminder or a small incentive. This is how you convert undecided shoppers into buyers.

One final, critical point: whatever platform you choose, set your campaign objective to optimise for conversions. If you want sales, optimise for sales. If you want leads, optimise for leads. Do not use "Brand Awareness" or "Reach" objectives. When you do that, you are telling the platform's algorithm "Find me the largest number of people for the lowest possible price." The algorithm will happily find you all the users who are least likely to ever click or buy, because their attention is cheap. You are paying to find non-customers. Awareness is a byproduct of making sales, not a prerequisite for it. Every pound should be spent trying to get a conversion.

I've detailed my main recommendations for you in a table below to give you a clear, actionable path forward.

Getting this right from the start is tough, and there's a lot more nuance to it, from campaign structure and audience testing to writing compelling ad copy. Missteps in the early stages can burn through your launch budget very quickly with little to show for it.

This is where expert help can make a huge difference. We specialise in this exact process—taking a new product or service, building a robust advertising strategy from the ground up, and scaling it profitably. We've worked on everything from software launches that needed to acheive a £7 CPA to eCommerce brands that saw a 1000% return on their ad spend.

If you'd like to chat through your specific product and goals in more detail, we offer a free, no-obligation initial consultation. We can take a look at what you've planned and give you some concrete advice on the best way forward.

Hope this helps!

Regards,

Team @ Lukas Holschuh