Solved: Need better paid media strategy for mid-market insurance

Hi there,

Thanks for getting in touch! Happy to give you some initial thoughts and guidance on your paid media strategy for your AI-powered claims processing automation tool.

We'll need to look at your current keywords...

Okay, so you've been trying Google Ads with keywords like "insurance claims software". I'd say that might be too broad for the mid-market you're trying to reach. Companies in that space are probably less concerned with the tech itself and more with the actual problems it solves for them. It's a common mistake I've seen people make over and over again, focusing on features and not on pain points!

So, what's the problem your tool solves? Is it reducing costs? Improving accuracy? Speeding up processing times? You need to be targeting keywords around those pain points directly. Think stuff like "reduce claims processing costs", "improve claims accuracy", or even very specific ones like "automate claims data entry". These'll be more likely to resonate with smaller insurance companies who are feeling those pains acutely. Think about who will be Googling, is it the CTO, CFO, or someone in operations or a claims manager role? What issues do they have that would make them google and how can you appear to solve those.

I remember working with a client who had a similar issue. They were targeting super generic keywords and weren't getting anywhere. Once we switched to pain point-focused keywords, their lead quality improved dramatically and their costs came right down.

I'd say you should consider LinkedIn Ads...

Google Ads isn't your only option, of course. For B2B especially, LinkedIn can be a real winner. The targeting options are fantastic, letting you get really specific about who sees your ads.

Think about the job titles of the people who'd be making the decision to switch to your software. "Claims Manager"? "Operations Director"? "Head of IT"? You can target those people directly on LinkedIn, at companies of a certain size (50-200 employees seems like your sweet spot). LinkedIn usually works best with a narrow audience that targets your specific ICP.

And again, the ad copy is key here. Don't just talk about the features of your software. Talk about how it'll solve their specific problems. Use some strong sales copy to bring in leads, because it's essential in B2B where sales cycles can be longer and more costly, as you've seen. "Struggling with rising claims costs? Our AI-powered software can help!" Something like that.

You probably should use Case Studies...

Speaking of persuasion, case studies are absolute gold, especially in B2B. If you've got a success story with a company of a similar size to the ones you're trying to target, shout about it! Nothing builds trust like showing concrete results.

"How we helped a 75-person insurer cut processing time by 20%" - that's the kind of thing that'll grab their attention. Ideally it would be a similar sized business to those you are now targetting. Use these numbers and data to promote the value of your service and not just what it is.

Hammer that case study home on your landing page too. Make it the first thing they see when they click on your ad. Make it super easy to download, something people can skim read and then share with their colleagues.

You'll need to remember that it's B2B so the sales cycle is longer...

Just something to bear in mind: B2B sales cycles are usually a lot longer than B2C ones. People aren't going to switch accounting systems on a whim, it requires a lot of thought and planning. Be patient, and be prepared to nurture those leads over time. Retargetting website visitors can really help keep your product at the forefront of their mind. I would really be targetting CTOs and CFOs as the decision makers, especially if you are seeing higher conversion rates on the sales side. They are very likely going to be making a decision on ROI so you have to make it as clear as possible for them to see your software as a viable, cheaper, and more accurate option than their current system.

Offer them useful content (blog posts, webinars, white papers) that address their pain points and show off your expertise. Keep in touch with them regularly via email. The goal is to build a relationship and become a trusted advisor.

You'll need a different platform for B2B than B2C...

I've run quite a few campaigns for B2B SaaS. Some see ROI within a few days. But many take longer to optimise. A lot will depend on your offer, a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later. I know you offer a demo but that's not quite the same as letting someone actually play with the software themselves. To get people interested, you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS. Then need to decide on the right ad platform: for B2B it's usually either LinkedIn or Google Search ads.

As I said, you might also consider advertising on other platforms. I remember one client for whom we drove 4,622 Registrations at $2.38 Cost Per Registration for their B2B Software using Meta Ads. I also recall generating $30k from lifetime deal sales for another Software client also with Meta Ads. The best option really depends on where the decision makers can best be reached with the best targeting options - this is key in paid advertising.

I've detailed my main recommendations for you below:

Paid advertising can be a tricky business. There's a lot to consider, and it's easy to waste money if you don't know what you're doing. That's where expert help comes in.

Someone with experience in B2B SaaS and paid advertising can help you craft the right strategy, optimise your campaigns, and get the best possible results. We've helped quite a few software firms get better leads and ROI from their ad spend - for example, we reduced the CPA (Cost Per User Acquisition) for a Medical Job Matching SaaS client from £100 to just £7 using Meta and Google Ads.

If you'd like to chat about how we can help you crack the mid-market and scale your business, feel free to book in a free consultation. We can review your current strategy and account together, and give you a taste of the expertise you'll see going into your project.

Regards,
Team @ Lukas Holschuh