Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance regarding your B2B marketplace and Google Ads performance. I understand you're facing challenges with conversion rates despite spending a significant amount on Google Ads, targeting keywords like "media agencies London" and "digital agencies London." It sounds like your current strategy is attracting a lot of traffic, but not the *right* kind. Let's look at some potential areas for improvement.
We'll need to look at optimising your Keywords...
Right now, your keywords are probably casting too wide a net. "Media agencies London" can encompass everything from global PR giants to small, specialised social media firms. I would suggest that you need to really narrow your focus by using longer-tail keywords that are much more specific to the niches you serve best.
For example, instead of "media agencies London", consider "B2B content marketing agencies London" or "PPC agencies for startups London". That way, you are attracting agencies that specialise in the services that you can best serve, or the type of client they specialise in. If a agency specialises in PPC for startups, they are likely to be looking for very specific services, so that way you can attract the right agencies. If you narrow down to be more specific, this may also help reduce the cost per click.
This level of detail helps pre-qualify the traffic, ensuring that the clicks you pay for are more likely to come from agencies genuinely interested in what you offer. It's a bit like fishing with a spear instead of a trawler net – you catch fewer fish, but they're all the ones you actually want. This way, you are not casting a net over everyone who might be in your target market, and this will help reduce your overall spend.
I'd say you need to clarify user Intent...
Another thing to look at is search intent. Someone searching "media agencies London" may just be doing some market research, checking out the competition, or gathering info for a project that's months away. They aren't necessarily ready to engage or hire someone right away.
Adding intent modifiers to your keywords can help filter out these casual browsers and focus on people ready to take action. Try incorporating words like "hire", "find", "compare", "review", or "price" into your keywords. For example, "hire media agency London" or "compare digital marketing agencies London".
This signals to Google (and to potential agencies) that you're targeting those who are actively looking to spend money. We find that this type of modification can drastically improve the quality of leads. You could even use 'best' as a modifier, targeting "best media agencies London". Another example would be "top digital marketing agencies in London". Just remember to make sure that your marketplace reflects that you only list the best and top agencies - otherwise your marketplace could lose all credibility if agencies see that the agencies listed aren't actually the best.
You probably should optimise your Landing Page...
Your landing page is the virtual storefront of your marketplace, and it needs to make a strong first impression. If an agency clicks an ad for "eCommerce SEO agencies London", the page they land on must immediately confirm that you specialise in eCommerce SEO agencies based in London.
A generic landing page that talks about all types of agencies and services will kill your conversion rate. It creates confusion and dilutes the message. You need to create targeted landing pages for each niche and keyword you are targeting.
This isn't just about aesthetics; it's about trust and relevance. The more tailored the experience, the more likely agencies are to believe you understand their needs and can connect them with the right businesses. The quicker you can do this, the better. The more relevant your page is, the more likely agencies will convert into qualified leads. You want to convince the agencies to choose your marketplace to list their agency.
You'll need some persuasive sales Copy...
Good copy can be super persuasive in getting people to take the first step - registering with your platform.
What is your unique selling point? Why should an agency register with your marketplace over another one, or attempt to get customers on their own?
Good sales copy can really grab their attention and persuade them of the value of your marketplace.
I've detailed my main recommendations for you below:
| Area | Recommendation | Reasoning |
|---|---|---|
| Keywords | Use longer-tail, niche-specific keywords | Reduces irrelevant traffic, attracts higher-intent agencies |
| Intent | Add intent modifiers like "hire", "compare", etc. | Targets agencies actively looking to spend |
| Landing Page | Create niche-specific landing pages | Improves relevance, builds trust, increases conversion rates |
| Sales Copy | Create persuasive sales copy, highlighting the unique selling points of your marketplace | Persuade them that your marketplace is the best one to list with. |
These adjustments should help you refine your Google Ads strategy and attract more qualified agencies to your marketplace. I've run quite a few campaigns for B2B SaaS clients, and have seen the same problems before, so hopefully this advice will help you. I recall one case where we helped a software company achieve a $22 cost per lead using LinkedIn Ads.
However, I understand that implementing these changes can be time-consuming and requires expertise. You might want to consider working with someone who has experience in scaling software campaigns, or just B2B campaigns in general. You might want to consider getting expert help with the copywriting to help persuade the agencies to register with your platform.
If you'd like to discuss your specific situation in more detail and explore how we could help you optimise your Google Ads campaigns and overall B2B marketplace strategy, feel free to book a free consultation. During the consultation, we can dive deeper into your challenges and provide tailored solutions to improve your conversion rates and drive growth.
Regards,
Team @ Lukas Holschuh
