Solved: Need cost-effective ad testing for SaaS energy feature

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your ad campaigns. It's great that you're focusing on pre-launch testing for your new energy-saving feature, and I think we can certainly provide some useful pointers.

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

First off, I'd say lets have a look at your current ad messaging and landing pages. Is it really resonating with building managers? You mentioned you're not sure if it's hitting the mark, so lets start there. What are their main pain points? Are you really speaking to them in a language they understand? A general benefit statement for environmental control is very different to a benefit of saving cash, which any business owner will be interested in. You might need to tweak the language your using.

I'd almost recommend stepping back and thinking like a building manager for a bit. What problems do they face daily? What would make their job easier? What would save them money? Once you've got a solid understanding of their perspective, you can craft ad copy that directly addresses those needs.

Another tip is to avoid jargon and technical terms. Building managers are busy people, and they don't have time to decipher complicated explanations. Keep your messaging clear, concise, and focused on the tangible benefits of your new feature.

I'd say you need to focus on A/B testing...

A/B testing is going to be your best friend here. There's no point spending a fortune on ads if you don't know what's actually working. Split your budget and run multiple versions of your ads and landing pages, testing one variable at a time. I'd start with a bit of a 'low and slow' approach.

For ad copy: Test different headlines, descriptions, and calls to action. See which combinations generate the highest click-through rates and conversion rates. Its worth thinking about running a low cost test to see what is more popular.

For landing pages: Test different layouts, images, and forms. See which designs lead to the most signups. Make sure its easy to fill out.

The key is to only change one thing at a time so you can know for sure what works better. Run each test long enough to gather statistically significant data, and then implement the winning variations.

You probably should look at Google Ads...

Google Ads is a pretty powerful tool for testing different ad copy. As I mentioned before, you can run different headlines and descriptions to see which ones get the highest click-through rates, and use these as benchmarks of what *does* work and what *doesn't*.

You could even run A/B tests within Google Ads to compare different landing pages. When someone clicks on your ad, you can send them to different landing pages and track which one performs better. You'd be suprised, but one campaign we worked on we found that a simpler landing page with fewer distractions actually converted better for a B2B product, even though the client was convinced a fancier one would work better. Its important to be able to measure, its the only way of knowing what does and doesn't work. Then, use these data insights to drive your decisions.

You'll need to target LinkedIn...

Don't forget about LinkedIn. Since you're targeting building managers, LinkedIn's targeting options can be really useful. Think about what other data points might be useful, you could use skills, job titles or company information to drill down on the right people.

Its worth thinking if your current ad copy is actually speaking to them. What are their pain points? Are you really spelling out the benefits of *their* energy-saving feature? Think about running some smaller, tightly targeted campaigns with a small budget specifically to test different angles. You want to see what resonates *before* you pump loads of cash into scaling. Again, start small, test different ad copy, and see what kind of engagement you get.

We've helped environmental control companies reduce their cost per lead by 84% using LinkedIn and Meta Ads.

I've detailed my main recommendations for you below:

I hope these initial thoughts are helpful. It sounds like you have a great idea for your enery-saving feature. With the right messaging and testing strategy, I'm confident you can create successful ad campaigns that drive signups and engagement.

Of course, paid advertising can be tricky, there are lots of things you can do to make sure your ads are fully optamised. If you feel you might benefit from a second pair of eyes, we do offer a free consultation where we review your strategy and account together which usually is 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.

Regards,

Team @ Lukas Holschuh