Solved: Scaling Organic MQLs & SQLs for Branding Services

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on what you're seeing with your branding services lead generation.

Finding the right people...

What you're running into with Meta ads for B2B services, especially high-ticket things like branding, is something we see quite a bit. The core issue is often finding those specific decision makers – founders, marketing heads, business owners – efficiently on platforms like Facebook and Instagram. Meta's targeting for B2B just isn't as granular as you often need it to be. You can try things like targeting interests related to their industry or perhaps leveraging the "small business owner" or "business page admin" targeting options Meta offers, but it's a bit of a blunt instrument when you need to reach specific roles within companies.

That limited targeting is likely why you're finding it hard to scale and why the MQLs aren't progressing. You might be getting volume, but are they the *right* people? If they aren't actively searching for your solution, which is often the case with branding until a business hits a crisis point or a major rebrand is needed, then you need a platform that lets you put your message directly in front of those decision makers.

...and reaching them effectively

Given you're aiming for founders, marketing heads, etc., my experience lines up with what's needed to reach B2B decision makers. This is typically where platforms like LinkedIn really shine. On LinkedIn, you can build audiences based on very specific criteria like job title, industry, company size, and even target employees at a list of specific companies you'd love to work with. That level of precision is usually essential for B2B, particularly when you're selling something that requires sign-off from senior leadership.

If you're not getting traction on Meta and budget is tight, it might be worth evaluating if the budget you *do* have could work harder on a platform designed for B2B targeting, even if it's at a lower volume to start. We've run B2B campaigns on LinkedIn where we got cost per lead figures around $22 targeting decision makers in software, which shows it's possible to get qualified leads, though B2B costs are generally higher than B2C.

If you were to explore LinkedIn, you'd need to think carefully about your objective. If the goal is getting those consultations booked, you might test lead generation campaigns using Lead Gen Forms attached to sponsored content ads. These forms pre-fill user details, making it easy for people to express interest, and we've seen good results with these for B2B software trials, getting registrations for around $2.38. Alternatively, you could send traffic to a landing page, which can sometimes yield more qualified leads, albeit typically at a higher cost per lead because there's more friction. Image ads can be good for driving traffic quickly, video ads can help qualify leads by communicating more info upfront, and even conversation ads can work if you're literally just trying to start a dialogue, almost like paid cold outreach.

Google Search ads could also be an option, but only if your ideal clients are actually searching for branding services. For something like "emergency electrician" or "HVAC repair", search works perfectly because people have an urgent need and are actively looking. For branding, searches might be less common or less specific, so keyword research would be essential to see if there's enough search volume for relevant terms related to problems branding solves (e.g., "how to rebrand business", "improve company image", etc.). If they are searching, search ads are usually the most efficient way to capture that demand.

Your offer and funnel matter too...

You mentioned case studies and portfolios aren't driving meaningful results and MQLs aren't progressing. This points to a potential issue not just with the ads themselves, but with what happens *after* someone shows interest. It's not like selling software with a free trial where the product often speaks for itself quickly, or an eCommerce product where the transaction is simple. Branding services are a big commitment and require trust.

Often with B2B services and even SaaS, we see that the website and the initial offer are just as critical as the ads. I don't have visibility of your site or how you're presenting your offer, but based on similar situations, a few things could be happening. Is your website immediately convincing and trustworthy? Does it clearly articulate the value you provide and address the specific pain points of those founders/marketing heads? Is the call to action crystal clear – what is the very next step you want them to take? Is it "Book a Free Consultation"? "Request a Portfolio Review"? "Get a Custom Proposal"? That first step needs to be easy and appealing.

Sometimes, if the website looks outdated, is slow to load, or the copy isn't persuasive, visitors (even qualified MQLs from other channels) won't feel confident enough to take that next step like booking a call. It's like having a great ad sending people to a shop front that looks a bit rundown – fewer people are going to walk in. Making your website and the initial offer compelling and clear is a massive priority. We often use a copywriter experienced in B2B services to ensure the messaging on landing pages is spot-on, which can significantly improve conversion rates from click to lead/consultation booked.

Improving your funnel conversion rates – from visitor to MQL, and MQL to SQL/consultation booked – is key. If your MQLs aren't progressing, it could be a filtering issue from the ads (wrong audience) or an issue with the follow-up process or how they are nurtured and converted on your site or through subsequent communication. For high-ticket B2B, it's not a quick conversion, it requires building rapport and trust, often through calls and tailored discussions, not just showcasing past work.

In summary, it sounds like the main levers to pull are:

Actionable Steps to Consider

Trying to crack paid advertising, especially in a complex B2B service like branding where the sales cycle is long and the offer isn't a simple product, can be really tough on your own. Getting the targeting right, crafting ads that resonate with busy decision makers, and ensuring your website and sales process are set up to convert those clicks into meaningful leads requires a lot of specific knowledge and testing.

It sounds like you're doing a lot of the right things already by thinking about the funnel and targeting, but sometimes getting an outside perspective from someone who has navigated these exact challenges for other B2B service businesses can make a massive difference and save you a lot of time and money on trial and error. We'd be happy to jump on a free consultation call to dive deeper into your specific situation, look at your current setup if you're comfortable sharing, and offer more tailored recommendations based on our experience.

Regards,
Team @ Lukas Holschuh