Hi there,
Really happy to give you some initial thoughts and guidance on your Meta ads for resource outsourcing. It's an interesting challenge, and I think there's definitely potential to make it work, it will require some tweeking for sure.
We'll need to look at the messaging...
Firstly, you're right that you don't see many companies running ads directly for staff augmentation on Meta. The platforms are more geared towards direct sales of products/services, or for lead generation. However, this doesn't mean it's not possible, you just need a different approach.
The key is to focus on the problem that your service solves, rather than directly advertising the service itself. For example, instead of saying "Get staff augmentation from us!", try something like:
"Struggling to find skilled IT staff? Don't let projects fall behind. Discover how we can provide the talent you need, when you need it."
See the difference? The first one sounds like an ad, the second one addresses a pain point. I remember one B2B SaaS client whose initial ads were all about the features of their project management software. Nobody cared. When we shifted the focus to the problems the software solved (missed deadlines, budget overruns, communication breakdowns), the click-through rate went way up.
So, think about the pain points your target audience is experiencing:
-> The cost of bad hires?-> The time wasted on recruitment?
-> The risk of falling behind competitors due to lack of skilled staff?
-> Projects that never get finished?
Craft your ad copy around these problems, and position your staff augmentation services as the solution.
I'd say you probably need to think about your targetting a bit more...
Broad targeting in the USA, Canada, and Germany might be too wide. You need to narrow it down to the people who are actually making hiring decisions. Think about job titles like:
-> CTO
-> Head of Engineering
-> Project Manager
-> VP of IT
-> Head of Product
You can use Meta's detailed targeting options to reach these people. You can also target specific industries, such as software development, IT services, and consulting.
LinkedIn Ads are a natural choice for B2B targeting, I know, but don't count Meta out. I recall a campaign we ran for a software firm targeting decision makers where we managed to bring in leads at around $22 CPL using the detailed targeting options available.
You probably should give lead gen forms a go...
Lead gen forms can be a great way to capture leads on Meta. Offer something of value in exchange for their contact information, such as:
-> A free consultation to assess their staffing needs
-> A whitepaper on the benefits of staff augmentation
-> A case study showing how you've helped other companies solve their staffing problems
Make sure the form is short and easy to fill out. Ask for only the most essential information, such as their name, email address, job title, and company.
You'll need to look at your website and ads
I'd also advise taking a close look at your website. Is it clear what you offer? Is it easy for potential clients to contact you? Is it persuasive?
Your website is your digital storefront, so it needs to make a good impression. Make sure it's well-designed, easy to navigate, and optimized for conversions. A lot of people don't put any work into their landing pages and send all their traffic there. Don't be that person!
A few common mistakes I see:
-> Slow loading times
-> Cluttered design
-> Lack of a clear call to action
-> Poorly written copy
-> No social proof (testimonials, case studies, reviews)
Take some time to address these issues, and you'll see a big improvement in your conversion rates. We've had several SaaS clients see really good results with UGC videos - lots of angles to test there as well, so worth exploring video ads too.
You'll need to look at how you optimise
Ensure your campaigns are optimised for conversions. This means setting up conversion tracking in Meta Ads Manager and telling Meta what actions you want people to take (e.g., submit a lead form, visit a specific page on your website).
Once you've set up conversion tracking, Meta will start to learn which ads and targeting options are most likely to lead to conversions. It'll then automatically optimise your campaigns to show your ads to the people who are most likely to convert.
To optimise performance, I’d always split test creative and targeting within the same campaign. The best ad platform is where the target audience can best be reached with the ad platform’s available targeting options. Wrong ad platform = wrong targeting = difficult to achieve results.
This is the main advice I have for you:
| Recommendation | Action |
|---|---|
| Focus on Pain Points | Craft ad copy that addresses the problems your target audience is facing, rather than directly advertising your staff augmentation services. |
| Refine Targeting | Narrow down your targeting to specific job titles and industries. Use Meta's detailed targeting options to reach the people who are actually making hiring decisions. |
| Use Lead Gen Forms | Offer something of value in exchange for their contact information, such as a free consultation or a whitepaper. |
| Optimise Website | Make sure your website is well-designed, easy to navigate, and optimised for conversions. Address common issues like slow loading times, cluttered design, and lack of a clear call to action. |
| Track Conversions | Set up conversion tracking in Meta Ads Manager and tell Meta what actions you want people to take. |
| A/B Test | Split test your ad copy, images, and targeting options to see what works best. |
Paid advertising can be tricky and time consuming, so you might want to consider getting an expert to give you a hand. At Lukas Holschuh, we're running lots of successful campaigns, and we know how to drive results for all sorts of clients. For example, we reduced a £100 CPA to £7 CPA for a Medical Job Matching SaaS using Meta Ads and Google Ads, so we know a thing or two about making campaigns more effective. If you think you'd like a free consultation to see how we could help, just give us a shout!
Regards,
Team @ Lukas Holschuh
