Solved: Need help targeting ideal customers on Google Ads

Hi there,

I'm happy to give you some initial thoughts and guidance on your Google Ads challenge. It sounds like you're facing a pretty common problem: how to make sure your ad spend is actually reaching the right people and not just vanishing into thin air. I've worked with a number of companies in the software space, and getting the targeting right is always the biggest hurdle. I've worked with several software companies and it's quite normal to struggle to find the right ideal customer, you just have to keep optimising and testing different options!

We'll need to look at Customer Match...

First off, let's talk about Customer Match. I'd say its your best bet. I reckon you've probably heard of it, but have you actually given it a good go? The basic idea is that you upload a list of your existing customers into Google Ads, and Google then tries to find similar businesses to target. Now, it's not perfect, and it relies on you having a decent-sized list of customers to begin with, otherwise it wont work. But when it works, it can be seriously effective. It could potentially save you from spending money on leads that don't really matter.

The real trick is in the data you upload. Make sure it's squeaky clean, accurate, and up-to-date. Google uses this information to find matches, so the better the quality of your data, the better the results you're likely to see. Think about it this way: if you feed Google a load of rubbish, it's going to give you a load of rubbish back. We also use this for other B2B clients that have had success.

I'd say you also need to consider LinkedIn Ads...

Now, let's move on to LinkedIn Ads. Google Ads is brilliant for grabbing people who are actively searching for a solution like yours. But if you want to get really specific about the types of businesses you're targeting – based on their size, industry, or even the job titles of the people who work there – LinkedIn is where it's at. LinkedIn tends to be quite expensive, but you get what you pay for.

The great thing about LinkedIn is its B2B targeting. You can filter for very specific job titles, so you can go after the decision makers at companies. I remember one campaign where we focused on reaching B2B decision makers and achieved a cost per lead of $22. The biggest advantage is the narrow B2B targeting options available on LinkedIn.

You probably should reassess your negative keywords...

Negative keywords are so underrated, they can save so much money, they are crucial. You probably should give it some more thought. You need to tell Google Ads what types of searches you DON'T want your ads to show up for. This is where you can really fine-tune your targeting and avoid wasting money on clicks from companies that are too small or in the wrong industry. Make sure you're adding negative keywords to all of your campaigns and ad groups. And I mean ALL of them. Its also important to keep checking it. I can't tell you how many business owners I've come across who set up their negative keywords once and then never bother looking at them again. Things change, new search terms emerge, and your negative keywords need to keep up. We see great results with negative keywords.

And while you're at it, take a good hard look at the search terms that ARE triggering your ads. Are they really relevant to your ideal customer profile? If not, add them to your negative keyword list. It's all about constantly refining and optimising your targeting to make sure you're only reaching the businesses that are most likely to convert. Some people don't realise this but this is important. We also use this for other B2B clients that have had success.

You'll need conversion optimisation...

Finally, I'd say don't neglect conversion optimisation. I reckon you probably have a good idea of what you're doing here, but it's always worth double-checking. Make sure your landing pages are properly optimised for conversions, and that you're tracking everything properly so you know what's working and what isn't. It's all too easy to get bogged down in the targeting side of things and forget about the basics, but a well-optimised landing page can make a huge difference to your conversion rates.

Make sure your website is well designed and builds trust so you get higher conversion rates from any traffic you drive to the site from your ads.

I've detailed my main recommendations for you below:

Hope that helps you, and that you can implement these options and see results!

Now, all of this might sound a bit overwhelming, and that's where someone with expertise could potentially help. If you are interested, we offer a free consultation, where we can delve into your account and figure out the best way forward. Its completely free. I think we could definitely give you some value. I remember one case where we helped a software company get 3,543 users at a cost of £0.96 per user using Google Ads. Let me know if that sounds interesting!

Regards, Team @ Lukas Holschuh