Solved: Google App Ads Management for London Tech Startup

Hi there,

Happy to give you some initial thoughts and guidance on your delivery app advertising. Sounds like you've got a bit of a challenge on your hands, but also some good backing to tackle it. Here's what I reckon you should be focusing on.

We'll need to look at Google App Ads...

First off, you mentioned struggling with Google App Ads. Right, those can be a proper head ache. The thing is, loads of people think you can just set them up and leave them running, but that's a sure fire way to burn through your budget without seeing much in return. You really have to keep a close eye on those keyword bids. I'd say make absolutely sure you're not bidding on keywords that aren't actually relevant to your app or service. It’s really easy to end up wasting a load of cash on irrelevant searches if you're not careful. We've seen that happen loads.

Also, have you checked your location settings properly? Because being in London, you really need to drill down and make sure you're only targeting the areas where you actually operate. Nothing worse than paying for ads shown all over the UK when you only deliver in a few postcodes. It's such a common mistake and it's mental how much money gets wasted that way. One time we had a client who had this problem - it was an e-commerce business - and it took ages to get it sorted.

I'd say you need to check your conversion tracking...

On that note - you NEED to make sure you have proper conversion tracking set up. You need to know which keywords and ads are driving actual app installs and orders. Without that, you're just guessing, and that's never a good way to spend your marketing budget. I'd say make sure your conversion tracking is set up correctly and that you are tracking all the key actions that users take in your app, from installs to orders to repeat purchases. Also, look at making sure your app store optimisation is right - a good icon and great description is absolutely key. Your product page and screenshots should be great also.

You probably should consider other platforms...

You mentioned considering other platforms too. Now, depending on your target audience, you might want to think about TikTok. It can be really effective, especially if you're trying to reach a younger demographic. Just keep in mind that video creative is absolutely crucial. Low quality or unengaging ads just won't cut it on TikTok – you'll need to put in the effort to create something that really stands out. I've seen brands do really well from creating viral videos so your team needs to be creative and quick to follow trends.

But if you are considering other platforms, Meta Ads can be a great place to find new users. I recall that, for one of our software clients, we generated 4,622 registrations at a cost of around $2.38 per registration. We've also driven app growth for a client in the sports and eLearning space, achieving over 45,000 signups at under £2 cost per signup using Meta Ads, TikTok Ads, Apple Ads, and Google Ads.

You'll need to think about a funnel and fixed offers...

One other thing you could consider is if a funnel is the right sales process for your business. Usually, the first step is to either fill out a lead form or to schedule an intro meeting or consultation. You could also offer a free audit or strategy review. Depending on what the first step is that people need to take, this is what your website's start page should lead people to. Optimise this page with sales copy, make it really persuasive to take the first step. - Some professional copy could really go a long way - we use a copywriter for this with experience writing for SaaS.

You'll need to focus on one platform...

Finally, don't try to do everything at once. I'd recommend focusing on one platform to begin with and getting it right before you start spreading yourself too thin across multiple channels. Otherwise, you might just end up wasting your budget without really seeing any decent results. I'd say focus on the Google Ads and app store optimisation first, before you then add in TikTok or other channels.

I've detailed my main recommendations for you below:

Managing app ad campaigns effectively takes a lot of time and expertise. You might want to think about working with someone who has experience scaling tech startups in the UK. We've helped loads of companies in similar situations. For example, I remember we reduced the Cost Per User Acquisition from £100 to £7 for a Medical Job Matching SaaS using Meta Ads and Google Ads. If you're interested, we'd be happy to book you in for a free consultation to chat about it further. If that sounds like something you might be interested in, do get in touch.

Regards,
Team @ Lukas Holschuh