Hi there,
Really happy to give you some initial thoughts and guidance on your paid advertising strategy. I understand you're launching a personalized shampoo brand and are focusing on LinkedIn ads but haven't seen the results you're hoping for.
We'll need to look at which ad platform you're using...
Firstly, you're probably right to question whether LinkedIn's the right place for your spend. I mean, LinkedIn can work, but I'd say it's generally much better for B2B. Getting direct-to-consumer sales, like you're trying to do with shampoo, will likely be difficult. I'd say it's not the most efficient use of your marketing budget, especially when you're just starting out.
I remember a B2B software client who was trying to get signups. After reviewing their website, it became clear that it was geared towards B2B, offering an expensive solution that required active searching. Social media wasn't the right approach for them, and we advised them to focus on Google Ads, which ultimately led to great results.
I'd say you probably should think about Meta Ads...
Seriously consider Meta Ads (Facebook/Instagram). I recall working with an eCommerce client selling women's apparel. By targeting interests like "women's apparel" and showcasing specific products in the ads, we achieved a 691% return. For a personalized product like shampoo, the ability to target specific interests on Meta could be really effective.
You probably should think about Google Ads...
I'd also give Google Ads a shot, especially targeting people searching for "personalised shampoo" or similar keywords. Throw a bit of budget at it to test the waters. With Google, you know people are actively looking for that specific product right then and there, so it's usually a much better chance of getting sales in the short term. I remember a software campaign where we generated 3,543 users at £0.96 cost per user through strategic keyword targeting. Proper keyword research is crucial!
You'll need to look at improving your funnel...
In paid advertising, the quality of your website/landing page plays a major role. You need to be looking at your store through the eyes of the customer. Think about trust badges, customer reviews, testimonials, detailed product descriptions, high-quality product images with models - these are all very important to increase your conversion rate and persuade people to actually buy from you.
I remember looking through a Shopify store selling handcrafted jewelry some time ago. The website was slow, lacked product descriptions, and didn't inspire much trust. Customers need assurance that the store will actually deliver the product and not just take their money. Enhancing trust and professionalism on your website is key.
This is the main advice I have for you:
| Area | Recommendation | Reasoning |
|---|---|---|
| Ad Platform | Test Meta Ads & Google Ads | LinkedIn is typically better for B2B, while Meta and Google Ads offer more targeted reach for e-commerce. |
| Ad Targeting (Meta) | Target by interest | Reach potential customers interested in organic products, skincare enthusiasts, etc. |
| Ad Targeting (Google) | Target specific keywords | Focus on keywords like "personalised shampoo" to capture users actively searching for your product. |
| Website Optimisation | Improve the landing page | Add trust badges, customer reviews, detailed product descriptions, and high-quality product images to encourage conversions. |
I hope this helps give you a better idea of the areas you might want to focus on. Sometimes its hard to know what is best to do and I'm happy to help out more if you need more advice!
If all this feels a bit overwhelming, remember that a lot of companies work with ad agencies to manage this sort of thing for them. We offer a free initial consultation where we review your strategy and account together, which clients usually find super helpful. It gives them a taste of the expertise they'll see going into their project if they decide to work with us.
Regards,
Team @ Lukas Holschuh
