Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your Applicant Tracking System (ATS) pre-launch and the LinkedIn ads you're running.
We'll need to look at your offer...
Right, so you're building an ATS and trying to get people to sign up for a waitlist using LinkedIn ads. You've spent a few hundred and it's not working. Sounds like a common problem, tbh! Waitlists, generally, aren't super engaging unless you've got serious brand recognition or something incredibly desirable.
Think about it from the HR manager's point of view: they're bombarded with software solutions every day. Why should they give you their email for something that now? You need to give them a reason to sign up now.
I remember working with a B2B software client, and we generated B2B decision maker leads for $22 CPL with LinkedIn Ads. For this to work, we had to ensure that we targeted the right ICP and offered something of value to them.
I'd say you need a lead magnet...
So, what could you offer HR managers and recruiters immediately? A few ideas:
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-> A free ATS template to streamline their hiring process.
-> An exclusive webinar on the latest recruitment trends.
-> A discount code for early access once you launch.
The key is to provide something of value that solves a pain point they're experiencing right now. It shows you understand their needs and positions your ATS as a solution.
You probably should tweak your ad copy too...
That said, its important to not only focus on the offer but also the ad copy. Ensure it speaks directly to the HR manager/recruiter persona you're targeting on LinkedIn. Are you calling out a specific problem in your ad copy that your ATS will fix? And if so, are you offering the best solution for that problem?
Are you highlighting the benefits in a way they'll understand. No one gets excited over jargon. Talk about saving time, reducing costs, improving candidate quality. These are the things that matter to HR professionals.
You'll need to test different headlines...
For example, instead of a generic headline like "The Future of Recruitment," try something like "Simplify Hiring and Save Time with Our ATS." It's clear, concise, and addresses a specific pain point.
A/B test different headlines and ad copy to see what resonates best with your target audience. Experiment with different value propositions and see which ones generate the most sign-ups.
You'll need a well optimised landing page...
That leads me onto the landing page. I know I haven't seen it, but there are a couple things to consider.
Make sure it's visually appealing and easy to navigate. Use clear headings, bullet points, and concise copy to highlight the key benefits of your ATS. Include testimonials or social proof to build trust and credibility.
Ensure the call-to-action (CTA) is prominent and compelling. Tell people exactly what you want them to do: "Sign Up for Early Access," "Download Your Free Template," etc.
You'll need to revisit your targeting...
Whilst LinkedIn is the right place to target HR managers and recruiters, make sure that your targeting is as narrow as possible. Use job titles, company sizes, industries, and other criteria to reach the most qualified prospects. The more targeted your ads, the higher your conversion rates are likely to be.
LinkedIn's B2B targeting is pretty solid, so use it to your advantage. Really drill down to the specific decision-makers you're trying to reach. No point in showing your ads to irrelevant people.
You'll need to look at case studies...
Look at other case studies where similar softwares targeted the same people that you are. Analyse their ads and landing pages. This can inform how you approach your own strategy.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Offer a Lead Magnet | Create a free, valuable resource (e.g., ATS template) to incentivize sign-ups. |
| Refine Ad Copy | Write compelling ad copy that speaks to the specific pain points of HR managers and recruiters. |
| Optimize Landing Page | Ensure your landing page is visually appealing, easy to navigate, and has a clear call-to-action. |
| Narrow Targeting | Use LinkedIn's targeting options to reach the most qualified prospects. |
Honestly, launching an ATS is no easy feat. It sounds like you're taking the right steps by trying to build a waitlist beforehand, but a few tweaks to your strategy could make all the difference.
Running paid ads for B2B software can be complex, but if you get the targeting and offer right, then it can give a huge return on ad spend. As mentioned, we've seen some of our B2B software campaigns see ROI within a few days.
I hope this has given you some ideas on what you can do!
I appreciate you reaching out, and hope my initial thoughts and recommendations are helpful.
If you'd like to get a more detailed strategy review for your ATS launch, feel free to get in touch and book a free consultation. We could go through your strategy in more detail. We can have a call to see how we might be able to help in greater detail.
Regards,
Team @ Lukas Holschuh
