Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on productising your custom software dev agency's services and how to best approach PPC to drive sales.
I've run quite a few campaigns for B2B SaaS and service-based businesses, and there are definitely some key things to consider when transitioning to a productized service offering.
We'll need to look at the Target Audience
First off, let's think about your ideal customer persona. Who are the companies that would benefit most from your productised services? What problems are they trying to solve? Knowing this inside out will influence your ad platform choice, targeting, and messaging. For instance, if they are actively searching for a solution then Google Search ads will likely be your best option. If not, then social media ads might work.
I'd have a think about what kind of industries you're trying to target, and the sizes of the companies too. Is there a particular niche that you are really good at serving? If you can narrow down your target audience, then you can create more focused campaigns.
I'd say you need to consider the Ad Platform
You mentioned PMax campaigns on Google Ads. I think this is a good shout to start with, mainly because of the reach and the amount of targeting options available. I'd suggest ensuring your conversion tracking is set up properly first. You want to make sure you are tracking qualified leads and not just any form submission. I've seen campaigns where they end up wasting a fair bit of money this way.
Facebook Marketplace ads? I'm not so sure about this. It might be better to try something like LinkedIn ads. I know that these can be costly, but the quality of lead gen is generally high. We're running LinkedIn campaigns for an accountancy firm right now with reasonable success, but it's not cheap. Depends what you are aiming for of course.
Also, have you thought about Google Local Services Ads? These can be good for getting in front of people who are actively searching for services in their local area - not sure if this is a viable option for you but it could be worth a look.
One thing I’d add here is that the best ad platform is where the target audience can best be reached with the available targeting options on that platform. Wrong ad platform = wrong targeting = difficult to achieve results.
You probably should think about the Sales Funnel
For B2B, a traditional funnel with fixed offers might not be the best approach. Instead, focus on generating leads, having intro/sales calls, and then offering a custom service based on their unique needs. I’d say that this works better for high-ticket B2B sales.
Think about the journey from ad click to qualified lead. What steps do people need to take? Optimise your landing pages and sales copy to make it really persuasive for them to take that first step. Some professional copy could really go a long way.
You'll need to optimise the Ad Creative and Targeting
You'll wanna nail your targeting on Google Ads as well. Think about the specific industries or types of companies that would benefit from your services. And definitely don't forget some decent, compelling ads. It's also worth split-testing creative and targeting within the same campaign.
Also make sure that you are doing regular monitoring on the campaigns. Looking at your performance metrics, where do people drop off? Do you have really low CTRs and high CPCs? -> Your ad copy/product images likely need work. Do you get visitors to your start page but only a small percentage of product page views? -> You're either getting the wrong type of traffic (look at your ad targeting/keywords) or maybe the products features aren't a good fit.
Have you considered retargeting? Show your ads to people who have visited your website before to increase the chance of them making a purchase.
And finaly - Website
Also just had a quick look at your website and tbh, I can see why ads haven't worked for you in the past. You're in B2B, so any advertising will be difficult and more costly. No immediate ROI as B2B sales cycles can be much longer.
But I would like to add here, that I'm not sure whether I understand what services you are offering. Maybe have a good look at the website and see if you can update it.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Target Audience | Define your ideal customer persona and their specific needs. |
| Ad Platform | Start with PMax on Google Ads with accurate conversion tracking, then test LinkedIn. |
| Sales Funnel | Focus on lead generation and personalised sales calls. |
| Ad Creative | Nail targeting and test compelling ad copy and visuals. |
| Website | Optimise your website and ensure it is simple to understand what you are offering. |
Scaling software campaigns can be tricky, and it sounds like you're at a point where outside expertise might be really valuable. I've helped several SaaS clients break through plateaus and see really good results with improved funnels, split testing, and exploring new ad platforms. Getting an expert in to have a look might really help to drive those sales!
I'd be happy to offer you a free consultation to discuss your specific situation in more detail. We can go over your current campaigns, website, and sales process and identify areas for improvement.
Regards,
Team @ Lukas Holschuh
