Hi there,
Thanks for getting in touch, I'm happy to give you some initial thoughts and guidance based on my experience working with similar B2B SaaS platforms, especially those trying to stand out in a crowded market like London. It sounds like you're facing a pretty common challenge, but there are definitely some things you can do to refine your PPC strategy.
We'll need to look at how specific you're getting with your targeting...
Firstly, I would really zone in on your target audience. "Head of Marketing" at any old company isn't gonna cut it. Think about the specific types of businesses that get the most value from your platform. Are you targeting fintechs? E-commerce businesses? The more specific you get, the better. If you are targeting broad, your money will dissapear, I ran quite a few campaigns for B2B SaaS and broad targeting just bleeds cash.
It’s worth thinking about the industries and company sizes that are most likely to benefit from your platform. From there, drill down into the specific job titles of the people who are most likely to be making the purchasing decisions. For example, instead of broadly targeting "Marketing Managers," you could target "Marketing Managers at Fintech Companies in London with 50-200 employees."
LinkedIn Ads can be a really powerful platform for this, as it allows you to target based on job title, industry, company size, and even seniority level. However, don't underestimate the power of Google Ads for B2B SaaS. People who are actively searching for solutions like yours are often further along in the buying process, which means they're more likely to convert.
I'd say you probably should also look at conversion tracking...
Before you do anything, make sure you have conversion tracking properly set up. I cannot stress this enough! If you don't know which campaigns are actually leading to sign-ups, you're basically flying blind. Implement conversion tracking pixels or tags on your website to track key actions, such as demo requests, free trial sign-ups, or contact form submissions. This data will provide valuable insights into the effectiveness of your campaigns.
You want to see not just clicks, but how many of them turn into qualified leads. Implement conversion tracking, and make sure it's accurate! This’ll tell you which campaigns are bringing in the most sign-ups.
You probably should test your landing page...
Right, let's talk landing pages. This is where I see a lot of SaaS companies screw up. You can have the best ad targeting in the world, but if your landing page is rubbish, you're throwing money down the drain. It needs to speak directly to the pain points of your ideal customer. It needs to be clear, concise, and persuasive.
I remember one client that complained their cost per aquisition was awful but their Google Ads where running ok. Turned out their landing page copy was rubbish. It was way to generic, and didn't really speak to the specific needs of their ideal customer. Don't just list features – explain the benefits in a way that resonates with a London audience. A/B test different versions of your landing page copy to see what works best. I recommend using a copywriter who's got experience writing for SaaS businesses. They know how to craft compelling headlines, write persuasive body copy, and create strong calls to action.
You'll need to be on top of creative testing...
Don't just set up one ad and leave it running forever. You need to constantly be testing different ad creatives, headlines, and copy to see what resonates best with your target audience. Use A/B testing to compare different ad variations and identify the top-performing ones.
Also, think about your ad copy. Are you using the same tired old SaaS jargon that everyone else is using? You need to find a way to differentiate your platform and highlight what makes it unique.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Niche down your targeting to specific job titles, industries, and company sizes. Use LinkedIn Ads and Google Ads to reach your ideal customer persona. |
| Conversion Tracking | Implement conversion tracking on your website to track key actions, such as demo requests, free trial sign-ups, or contact form submissions. |
| Landing Page | Optimise your landing page copy to speak directly to the pain points of your ideal customer. A/B test different versions of your landing page copy to see what works best. |
| Creative Testing | Continuously test different ad creatives, headlines, and copy to see what resonates best with your target audience. Use A/B testing to compare different ad variations and identify the top-performing ones. |
Navigating the London PPC landscape can be a challenge, and it's easy to make costly mistakes if you're not careful. Agencies can bring a lot of expertise, I've ran campaigns for a lot of B2B SaaS companies and have seen some good results. For example, I remember one campaign where we helped a software company generate 4,622 registrations at $2.38 cost per registration for their B2B software using Meta Ads. I also recall another instance where we achieved a $22 cost per lead for B2B decision makers for a software platform using LinkedIn Ads. If you want a second opinion and want to chat through things some more, I'm happy to book in a free consultation for you to discuss your growth strategy.
Regards,
Team @ Lukas Holschuh
