Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on ad platforms - it can be a real minefield knowing where to start!
The million dollar question, or at least the £1,000 question, is where does your audience hang out online? There's no one-size-fits-all answer, and what works for one business can be a complete flop for another. It really depends on who you're trying to reach and what you're selling.
We'll need to look at where is your audience?
So, first things first, think about your ideal customer. Where do they spend their time online? Are they glued to Instagram, scrolling through TikTok, networking on LinkedIn, or searching for solutions on Google?
Visual Products If you're selling something visually appealing, Instagram or even Pinterest might be worth a shot. I recall one client selling women's apparel who saw a 691% return using Meta Ads and Pinterest Ads. So, it is worth testing. I wouldn't rule anything out.
Professional Services On the other hand, if you're targeting professionals or other businesses, LinkedIn could be a better bet. It can be more expensive, but the targeting options are much more precise for B2B. You can target by job title, industry, company size, and all sorts of other things.
Google Ads And don't forget Google! If people are actively searching for what you're selling, Google Search ads can be a great way to capture that demand.
I'd say you should test, test, and test again
The only way to know for sure is to test, test, and test again. Start with a small budget and run experiments on different platforms. See what works and what doesn't. Don't be afraid to kill off the campaigns that aren't performing.
You mentioned Facebook ads being the cheapest. Whilst that can be true, don't automatically assume that the cheapest ads are the best. It's all about ROI. Would you rather have a hundred cheap leads that go nowhere, or ten high-quality leads that turn into paying customers? It's quality over quantity, every time!
I remember one campaign where we helped a software company get 4,622 registrations at $2.38 cost per registration using Meta Ads. A good targeted campaign really makes all the difference.
You probably should consider you creative
Don't overlook the importance of your ad creative. Your ads need to grab people's attention and make them want to learn more. Use high-quality images and videos, and write compelling copy that speaks to your target audience. And make sure your ads are relevant to the platform you're advertising on. What works on Facebook might not work on LinkedIn.
I remember one campaign we ran for an outdoor equipment client that saw 18k website visitors just by tweaking their campaign structure and creative. The visuals are really, really important.
We also worked on a campaign that we thought would kill it on Facebook but actually did a lot better on Insta! So, it's always good to test what you thought might not work.
You'll need to think about your budget
Finally, think about your budget. How much can you afford to spend on advertising? Don't blow all your money in one go. Start small and scale up as you see results. Keep a close eye on your metrics, and adjust your campaigns as needed.
I remember one client who started on a low budget using Google Ads and ended up getting 3,543 users at £0.96 cost per user. So, it's totally possible to make it work. I also recall a B2B software client seeing $22 CPL using LinkedIn Ads. So, do your research on the market.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Identify Your Target Audience | Determine where your ideal customers spend their time online. |
| Creative Testing | Craft high-quality, platform-relevant ad creative. |
| Budget Allocation | Start with a small budget and scale up as you see results, and monitor your performance closely. |
| Continuous Testing | Run experiments on different platforms, and experiment with creative styles. Continuously measure the results, adapting and scaling when needed. |
Managing paid advertising can be a full-time job, especially if you're not familiar with the different platforms and strategies. If you're struggling to get results, it might be worth considering getting some expert help.
Our agency specialises in helping businesses like yours grow through paid advertising. We have a team of experienced professionals who can help you develop a winning strategy, create compelling ads, and optimise your campaigns for maximum ROI.
We're happy to offer you a free consultation to discuss your specific needs and goals. We can take a look at your current advertising efforts and give you some actionable advice on how to improve your results.
Regards,
Team @ Lukas Holschuh
