Solved: Low-Quality Leads from Facebook Ads Targeting Startups

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your Facebook ads campaign targeting Series A startups. It sounds like you're experiencing some common issues when shifting your target audience, and I'm sure we can sort it out.

We'll need to look at the value proposition...

Firstly, a "free SEO audit" might not be as appealing as you think to startups that have just raised Series A funding. Think about it: they're likely inundated with similar offers and are probably more concerned with rapid growth and scaling than with granular SEO tweaks. I understand that you think this is a great offer but I believe it might just add to their to-do list, rather than presenting a solution.

I'd say you need to reframe your offer. Instead of focusing on an audit, which implies a backward-looking assessment, try positioning it as a forward-looking "growth strategy session" or a "scalability consultation." Use language that resonates with their priorities – things like "rapid user acquisition," "market domination," or "investor confidence." These companies don't care about the SEO, they care about growing their company quickly - they might not even know or care what SEO is. We found this approach to be far more effective when we worked with a few SaaS clients who were at a similar stage last year. These startups aren't bootstrapping anymore; they are trying to be very efficient and get more bang for their buck.

I'd also focus on the benefits of your SEO strategy, not the features. What is your unique selling point? What can you do for them that other agencies can't?

I'd say you should target the right decision-makers...

Secondly, consider who you're targeting within these startups. A general marketing team member may not have the authority or the vision to implement your recommendations, or they might just be swamped and ignore your emails. You need to get in front of the decision-makers: the CEO, the VP of Marketing, or even the CTO. These individuals are more likely to understand the strategic value of SEO and have the budget to invest in it.

I'm confident that'll make a big difference to your leads. Think about who is going to sign off the project, and who has the biggest interest to grow the company and show that they can grow revenue. Try going higher up the chain!

You probably should switch from Facebook Ads to LinkedIn Ads for reaching these decision makers. Facebook's B2B targeting options are pretty limited, whereas LinkedIn allows you to target specific job titles, industries, and company sizes. This will ensure that your ads are seen by the people who are most likely to convert into paying clients. We've seen this make a big difference, especially after those IOS privacy changes and the lack of targeting on Meta.

But what about B2B decision makers?

I remember one campaign we ran for a software company where we achieved a cost per lead of $22 by targeting senior decision-makers on LinkedIn. You might see similar results by targeting senior people in the SEO field.

You probably should improve the landing page and ads...

I'd also have a look at your ad copy. What are you writing in the ads? Is it targeted at your persona, and does it include the benefit of the work? Are you showcasing your expertise in the landing page? You need to look into this, as this is where you can sell your solution and get the client to think this is a growth strategy. And the biggest, the return on investment and how you can help them achieve this.

Make sure that the landing page copy speaks directly to the pain points of Series A startups and showcases the value of your SEO services in a way that resonates with them. Use case studies and testimonials to build trust and credibility and don't forget to include a clear call to action and make it easy for them to schedule a consultation or request a proposal.

We've found some good results with SaaS companies, and we generally use a copywriter to make sure the message is on point.

You'll need to think about the costs...

Finally, manage expectations from the start. Be upfront about the fact that SEO is a long-term investment and that it may take several months to see significant results. Explain your pricing structure clearly and emphasise the value that you bring to the table. And don't be afraid to say no to clients who are only looking for freebies or quick fixes.

I've detailed my main recommendations for you below:

Of course, these are just a few initial thoughts, and a more in-depth analysis of your current campaigns and website would be necessary to provide more tailored advice. I know it can be tough starting in a new niche, and paid advertising can be a bit of a rabbit hole. With all the things you need to consider, it's easy to waste your money and not achieve any results.

But, I hope this has helped and given you some ideas of where to start. We're always happy to have a chat and point you in the right direction. I know you weren't asking for it, but if you wanted a professional overview, we offer a free initial consultation where we can review your strategy together, which is usually super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us. It would be an easy way for us to delve into your specific situation and get you on the right track.

Regards, Team @ Lukas Holschuh