Solved: Need Advice on Selecting a Marketing Agency

Hi there,

Thanks for reaching out, happy to give you some initial thoughts and guidance on getting paid advertising sorted for your productivity software. Sounds like a classic spot for a solo founder – brilliant at building teh product, but figuring out the marketing maze is a whole other beast.

Getting Past Organic Limits & Why Paid Ads are Key...

You're spot on, relying just on organic discovery or word-of-mouth is incredibly slow going for growth. It's great to see some early users finding you that way, shows there's a need, but if you want to actually scale this thing, you pretty much have to get into paid advertising at some point. Organic takes forever to build momentum, whereas paid, while it costs money obviously, can bring in results pretty quickly and you can scale it up by just adding more budget... assuming it's working, of course.

The fear of burning through your cash is totally understandable, it's a very real risk if you don't approach it right. But that's the key – not just "doing ads", but doing the *right* ads, targeting the *right* people, and sending them to a website that's set up to actually convert them into users. It's a system, not just flicking a switch.

Finding Your Ideal User & Picking the Right Playground...

This is honestly the most crucial first step before you spend a single penny on ads. You need to get really, really clear on who your ideal user is. Is your productivity software for businesses (B2B) or individual consumers (B2C)? Or maybe small business owners? The answer to this completely changes where and how you should advertise.

Once you know *who* they are, you need to figure out *where* they spend time online and, importantly, *whether* they are actively searching for a solution like yours right now.

-> If they are actively searching for productivity software, or a solution to a specific problem your software solves (like "team task management tool", "project planning software for small business", etc.), then Google Search Ads are likely your best bet. You can target keywords they'd use when looking for help, and your ad appears right as they're searching. It's high intent traffic, meaning they're already looking to buy or sign up for something.

-> If they aren't necessarily searching right now, but they fit a specific profile (e.g., managers in certain industries, freelancers, students, etc.), then you're looking at social media or display ads. This is more about getting in front of them based on demographics, interests, or professional criteria.

For B2B productivity software, LinkedIn Ads are often the go-to because you can target people based on their job title, industry, company size, and even specific companies. It's more expensive per click/lead, but the targeting is usually much more precise for reaching decision-makers. We've run campaigns targeting B2B decision makers on LinkedIn and seen cost per leads around the $22 mark, which can be viable depending on the value of a customer.

For B2C or targeting very small businesses/solo-preneurs, Meta Ads (Facebook/Instagram) can work. The B2B targeting options are much more limited compared to LinkedIn (things like "small business owner" or "business page admins"), but the costs per click/signup are typically much lower. We've seen good results for SaaS clients on Meta, achieving costs like $7 per trial signup, and even £7 per lead for a Medical Job Matching SaaS client mixing Meta and Google, so it's definitely possible there.

So, the platform choice isn't random; it's dictated entirely by your ideal user and their online behaviour.

Your Website & Offer - More Important Than the Ads Themselves...

Okay, this is another huge one. You can drive all the right traffic in the world to your website, but if the website itself doesn't do its job, you're just wasting money. Think of your website (or specifically, the landing page you send ad traffic to) as your digital salesperson.

For software, especially B2B SaaS, people are often hesitant to commit upfront. Changing systems or even just trying a new tool takes effort. This is why, from what I've seen across many SaaS campaigns we've run, offering a free trial or a free demo is usually the best approach to get people in the door. Asking someone to pay for a new, untested accounting system upfront is a massive ask when competitors offer lengthy trials, for example. Even a demo is better than nothing, but a hands-on trial often works best.

Your landing page needs to be really persuasive. It needs to clearly explain what your software does, the key benefits (not just features), address potential hesitations, and make it super easy for people to take the next step (sign up for the trial, book a demo, etc.). Professional copy can make a massive difference here – explaining how your software solves their specific problems in language that resonates with them.

A slow-loading or cluttered website, unclear messaging, or a lack of trust signals can all kill your conversion rate, meaning you pay for clicks but get no signups. I remember one client's website was just killing their ad performance because it didn't feel trustworthy; they needed testimonials, clear contact info, things like that, alongside better product presentation. For SaaS, it's maybe less about product photos and more about explaining the value and social proof (user numbers, company logos, testimonials).

Navigating the Agency Maze - Who to Trust?...

Right, the agency landscape. Yeah, it's overwhelming and you're right, there are definitely agencies out there who over-promise or just run generic campaigns without truly understanding your business.

Forget the fancy names like 'growth hacking ninjas' or 'full-service digital wizards'. What you need is someone who understands performance marketing for software, ideally someone who has worked with SaaS products like yours before. Look for experience, not just buzzwords.

When you talk to them, pay attention to what *they* ask *you*. A good agency won't just tell you what they'll do; they'll ask you about your software, who your ideal users are, what your business goals are, what you've tried already, and what your budget is. They should be trying to understand *your* specific situation first.

Then, listen to their proposed strategy. Do they talk specifically about how they would identify your target audience? Do they explain *why* they recommend Google Search or LinkedIn or Meta for *your* software, based on that audience? Do they ask about your website and your offer (like the trial)? If they don't bring up the conversion rate on your website or the importance of your offer, that's a bit of a red flag, tbh. Running ads in isolation without considering the landing page and offer is a recipe for failure.

Ask them about results they've achieved for similar clients. They might not share exact client names, but they should be able to talk about typical costs per lead or trial signup they've seen in the SaaS space, or show you case studies (like achieving $7 trials on Meta or £7 CPAs, or getting leads at $22 on LinkedIn for B2B). This gives you a benchmark and shows they have relevant experience.

Avoid anyone who guarantees specific results like "we'll 10x your signups in a month" or "guaranteed ROAS". Nobody can guarantee results in advertising; there are too many variables. A good agency focuses on the process, testing, optimisation, and clear communication about performance metrics that matter (like Cost Per Trial, or Cost Per Qualified Lead, whatever your goal is).

It's about finding a partner who seems genuinely interested in your success, understands the specific challenges of marketing software, and can clearly explain their approach in a way that makes sense to you, even if you're new to it. Its finding someone who seems to properly understand how paid ads fit into your overall business goals, not just someone who talks about clicks and impressions.

Summary of Actionable Steps:

Here’s a quick overview of the key things to focus on:

Wrapping Up...

Building and marketing software, especially solo, is a massive undertaking, and it's completely normal to feel overwhelmed by the advertising side and the agency search. It really is a specific skill set.

Getting the paid advertising right requires a solid strategy built on understanding your audience, picking the right platforms, having a compelling offer, and sending traffic to a high-converting website. It's complex because all these pieces need to work together.

Given the complexity and the risk of wasting budget, working with someone who has deep experience in scaling software campaigns, particularly in your specific market (B2B or B2C SaaS), can accelerate your growth and help you avoid costly mistakes. If you'd like to discuss your specific situation in more detail and get a more tailored assessment, we'd be happy to offer you a free consultation to explore it further.

Regards,
Team @ Lukas Holschuh