Hi there,
I'm happy to give you some initial thoughts and guidance on your Facebook ad lead quality issue, specifically targeting the London area. I know how frustrating it can be to waste money on unqualified leads, especially with B2B SaaS where every lead counts.
We'll need to look at your Current Targeting and Audience
First off, location targeting on Facebook can sometimes be a bit off, even when you've specified London. I'd suggest layering in interest targeting that's super specific to your ideal customer. Think about job titles, industries, even competitor pages. It might narrow your audience, but it should significantly improve the lead quality. Think along the lines of CMOs, CTOs, or heads of specific departments within companies that would benefit most from your SaaS solution.
For example, instead of just targeting "London", you could target "CMOs in London" or "Software Engineers in London". You could also target people who are interested in specific software or tools that your ideal customers might be using.
It's worth bearing in mind that you want good customers, not necessarily the cheapest customers. Don't be afraid to narrow your audience if it means you're getting higher quality leads.
I'd say you should Implement Screening Questions
If you're using lead forms, I would strongly recommend adding a screening question. Something like, "Do you manage a team of more than 5 people?" or "What's your annual revenue?". It should be whatever your qualification criteria is. I know that you'll scare off some people, but it will save you a heap of time chasing the time-wasters. Trust me, your sales team will thank you for it.
I remember one campaign we ran for a client where we implemented screening questions to exclude job seekers. By adding these questions, the client was extremely happy as we were able to filter out unqualified leads and focus on those who were genuinely interested in their software.
Also, think about the wording of your questions. You want to make sure they are clear, concise, and easy to understand. Avoid using technical jargon or industry-specific terms that might confuse people.
You probably should Review Your Ad Copy and Landing Pages
Next, it's time to take a good look at your ad copy and landing pages. Are you really speaking to the pain points of your target audience? Are you clearly communicating the value of your SaaS solution? Make it crystal clear who you're trying to reach and, just as importantly, who you aren't.
For example, if you're targeting small businesses, you'll want to focus on the benefits of your SaaS solution for small businesses. If you're targeting larger enterprises, you'll want to focus on the benefits of your SaaS solution for larger enterprises.
I've run quite a few campaigns for B2B SaaS, and it's surprising how much of a difference the right copy can make. You might want to get a copywriter involved who specialises in SaaS.
Your landing page should also be optimised for conversions. Make sure it's easy for people to sign up for a free trial or request a demo. Include testimonials from satisfied customers. And make sure your call to action is clear and compelling.
You'll need Audience Exclusion
You've mentioned that you are targeting London, but are you excluding other areas? One thing that lots of people forget to do is exclude surrounding regions or areas that might be included in Facebook's targeting due to overlapping demographics or interests. Set up exclusions to eliminate any overlap.
You might also want to exclude people who are already customers or who have signed up for a free trial in the past. This will help you avoid wasting money on people who are already in your sales funnel.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Refine Location Targeting | Layer interest targeting specific to your ideal customer on top of the location targeting. |
| Implement Screening Questions | Add qualifying questions to your lead forms to filter out unqualified leads, saves time chasing time-wasters. |
| Revise Ad Copy and Landing Pages | Ensure your messaging speaks directly to your target audience's pain points and highlights the value of your SaaS solution. |
| Audience Exclusion | Exclude any areas that might overlap with your target location, plus existing customers/trial users. |
Implementing these changes could bring you significant improvements in lead quality. B2B SaaS can be tricky, but with careful refining and close attention to your target audience, you will see results. Sometimes though, it makes sense to have someone to give you an outside perspective and with our experience working with B2B software, we're often able to quickly identify areas for improvement that might not be immediately obvious. For example, we ran a campaign for a B2B software company and achieved 4,622 registrations at a cost of $2.38 per registration using Meta Ads.
Feel free to book in a free consultation if you'd like to chat through any of this in more detail.
Regards, Team @ Lukas Holschuh
