Solved: Low Sign-Ups on Meta Ads for Art Supplies Launch

Hi there,

Thanks for getting in touch about your new line of high-end art supplies and the Meta ads you're running. I'm happy to give you some initial thoughts and guidance based on what you've told me. It sounds like you've got a great product and you're doing the right thing by building a waitlist before launch. Launching a product or brand is not easy and you're right to be doing your due diligence and research up front.

We'll need to look at Meta...

First up, you're right to question whether Meta is the best place to pre-validate your launch. It's a tricky one. On the one hand, pretty much everyone is on Facebook or Instagram, so you can get broad reach. But on the other, that also means a lot of noise and a lot of competition for attention. Also I find that in general, Meta users aren't particularly environmentally conscious and not overly likely to be drawn in by 'sustainable' messaging. This isn't to say it can't work, but you might need to get a bit more clever with your strategy.

I remember running a campaign where we saw much better results when we targeted specific niche groups, as this made sure the campaign was optimised for certain interests. For example, targeting "eco-artists groups" or "sustainable art supplies" could significantly improve your reach to people who genuinely care about what you're selling. Consider other ways to target your ideal customer, such as art-related groups, art shows, or people following specific art influencers.

It's also worth looking at other platforms, specifically ones that might cater more to creative types. Etsy could be a good shout, or even Pinterest. You want to be where your audience already is, if that makes sense. Google Ads is always a good all-rounder for any type of business, but you need to make sure you're using relevant keywords, like "sustainable art supplies" or "eco-friendly paint".

I'd say you need to double check your landing page...

Regardless of where you are hosting your campaign and ads, one thing is always true - your landing page needs to be spot-on. Think of it like this - you've got a split second to grab someone's attention and convince them to sign up. And that split second is even shorter on mobile, where most people will be seeing your ads. You don't want a slow page, and you want it looking good. So I'd make damn sure your landing page is 100% mobile-friendly and that the email signup is working correctly.

On top of that, have a really good look at the copy. Is it punchy? Does it explain the benefits of signing up to your early access list? People need to know what they're getting in return for their email address. As an example, think about 'exclusive discounts', 'behind-the-scenes stuff' or 'a free sample'. Make it sound like an unmissable oppertunity and like they'll be loosing out if they fail to sign up. I would make damn sure your landing page is optimised for this, because if it isn't, then your campaign and ads won't get as far as they potentially could.

You probably should look into your messaging...

Speaking of copy, let's talk messaging. "High-end art supplies" is fine, but it doesn't really say anything. And "sustainable materials" is a good start, but it's not enough on it's own. I can't stress that there is a lot of competition out there and you need to really grab potential customers attention.

I'd look at your value proposition - what makes your art supplies different? Are they extra durable? Do they produce more vibrant colours? Do they work well on all surfaces? Does using sustainable material improve the art in any way? You need to really hammer home the benefits of using your product and make sure it's crystal clear on your landing page. Think about the pain points of your target audience. What are they struggling with when it comes to art supplies? Are they tired of brushes that fall apart? Are they sick of paints that fade? Address those issues directly and show them how your product is the solution. Be specific. Don't just say "high-quality" - tell them exactly why it's high quality. I would really consider hiring a freelance copywriter that knows all about ad campaigns. This should significantly improve your results and ultimately grow your business - in the long run, it is better to spend more money at first, and then less in the long run.

You'll need to think about different channels...

If Meta and Google Ads don't give you the results you're hoping for, don't be afraid to explore other channels. Like I said, Etsy and Pinterest could be a good fit for high-end art supplies. You could also look at reaching out to art bloggers and influencers and seeing if they'd be willing to review your products. Or maybe even sponsoring an art show or workshop to get your brand in front of a targeted audience.

There's no one-size-fits-all answer when it comes to advertising. What works for one business might not work for another. The key is to test different strategies, track your results, and be willing to adapt as you go. And if you're feeling overwhelmed, don't be afraid to ask for help. There are plenty of experienced paid ads experts out there who can give you the guidance you need to succeed.

Remember, building a successful business takes time and effort. Don't get discouraged if you don't see results overnight. Just keep plugging away, learning from your mistakes, and always looking for ways to improve. If you can stick it out, then you will eventually see results.

I've detailed my main recommendations for you below:

I'm hoping that all of this helps. Paid advertising can feel like a bit of a minefield at first, but hopefully I've cleared things up a bit. If you wanna pick my brains a bit more, feel free to book a free consultation in. I'd be happy to help!

Regards,
Team @ Lukas Holschuh