Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your Meta ad strategy for your B2B SaaS itinerary planning tool. I understand you're keen to get an objective opinion before investing too heavily, and that's a really smart move.
We'll need to look at your targeting...
First off, let's talk targeting. With B2B SaaS, it's not always about who you think your ideal customer is, but who's actually converting. I'd suggest digging into the data and seeing who's currently signing up for trials. Are they primarily travel managers, executive assistants, or perhaps a different segment altogether? Sometimes, broadening your scope feels right, but laser-focusing on what is working really goes a long way. Remember, LinkedIn ads often outperform Meta due to superior B2B targeting, so that may be a good shout too. We've seen success with LinkedIn Ads for B2B software, for example, we got a client decision makers at $22 CPL. So you should be able to see some good results with LinkedIn.
I remember one campaign where we were targeting the wrong audience. The client was convinced their ideal customer was senior management. Turns out, the people actually using (and loving) the software were mid-level project managers. Once we shifted the targeting to reflect that, things really started to take off. So that's something that you'd really want to look into. It's not always who you think it should be.
I'd say you need to rework your landing page...
Now, about those landing pages... I'd tread carefully here. It's tempting to go straight for the hard sell – "book a demo," "request a quote," etc. – but often that's too much, too soon, especially in the B2B space. People aren't always ready to commit right away. Remember that sales cycles can be longer. A softer approach can work wonders.
Consider offering something of value upfront, like a free guide on streamlining corporate travel bookings. Turn that into your lead magnet. It's less intimidating and allows you to capture leads who are genuinely interested in solving a problem, even if they're not quite ready to buy yet. If you collect their emails and get them on a newsletter list, then you have a way to stay in touch.
I remember one client who was struggling to generate any leads at all. We created a comprehensive checklist that people can download and it drove so much more leads at a much higher quality, and suddenly, things really started to turn around. It's about providing value before asking for a commitment. Think about what pain points your target audience is dealing with, and how you can help them before they are even a customer.
You probably should check out LinkedIn Ads...
Have you explored LinkedIn Ads? It's worth a look if you haven't. While Meta can be effective, LinkedIn's B2B targeting options are hard to beat. You can target specific job titles, industries, company sizes, and more, allowing you to get your message in front of the right people.
I recall a campaign for an environmental controls client where we wanted to reduce cost per lead. We tested both LinkedIn and Meta Ads and saw an 84% reduction in cost per lead on LinkedIn. So don't write off LinkedIn just because you think it's only for job seekers, remember that.
Remember, the key to success is constant testing and optimization. No ad strategy is perfect out of the gate. Start with a solid foundation, but be prepared to adapt and refine as you gather data and learn what works best for your specific audience and product. And it does take time! Don't expect an immediate ROI.
You'll need to improve your website...
One other point, and I'm just being honest here: your website is crucial. It's the first impression many potential customers will have of your company. Make sure it looks professional, is easy to navigate, and clearly communicates the value of your solution.
I recall a B2B client that was selling an accounting system, and their ads weren't performing well. After reviewing their website, it became clear that it wasn't offering a free trial, and the value proposition wasn't compelling enough. In the B2B space, especially with software, offering a free trial can significantly improve conversions.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Dig into data to see who's actually converting; tailor your Meta audience accordingly. Consider LinkedIn Ads for superior B2B targeting. |
| Landing Pages | Offer a valuable free resource (e.g., a guide) upfront to capture leads earlier in the sales cycle. |
| Ad Platforms | Don't assume Meta is the only (or best) option; test LinkedIn Ads to see if it delivers better results for B2B. |
| Website | Take a good look at your website, make it look professional and easy to navigate, and test free trials to improve conversions! |
Scaling B2B SaaS campaigns isn't always easy, innit? And from my experience, you may benefit from working with someone with expertise in scaling software campaigns.
I hope these initial thoughts are helpful. I know it's a lot to take in. If you'd like to discuss your strategy in more detail and get a more personalised plan, you can book in a free consultation. I'd be happy to walk through it with you and point you in the right direction, or feel free to just take the tips and do it yourself.
Regards,
Team @ Lukas Holschuh
