Solved: Paid media strategy for software startups

Hi there,

Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your paid media strategy for software startups. It's a area we specialise in, and I reckon I can point you in the right direction.

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

One of the first things I'd advise is to really nail down your messaging. I remember one SaaS client we had – they were all about "innovative solutions" and other such waffle. It sounded great to them, but potential customers just weren't biting. We did some A/B testing with ads that highlighted concrete benefits, things like "cut support tickets by 20%" – and suddenly, the click-through rate went through the roof. People want to know what your software does for them, not just how clever it is.

Your landing page copy should also reflect this. It’s gotta be laser-focused on the user's pain points and how your software solves them. Think of it like this: you’re not selling software, you’re selling solutions to problems.

And make sure the visuals are spot on. No stock photos of people in suits shaking hands. Use screenshots of the software in action, maybe a short video demo. Anything that shows the user exactly what they're getting.

I'd say you shouldn't neglect LinkedIn...

Next up, don't forget LinkedIn. It's a goldmine for B2B, especially for SaaS. You need to be thinking about targeting job titles and industries. Yeah, it might cost a bit more than chucking a load of ads at the general public on Facebook or the Google Display Network, but the quality of the leads is going to be much better. I recall one instance where we used LinkedIn Ads for a software client and achieved a cost per lead of $22 for B2B decision makers.

Test different bidding strategies, too – LinkedIn can be a bit of a black box in that regard. Sometimes, manual bidding works better than automated, sometimes it's the other way around. You've just gotta experiment and see what works best for your specific audience and goals.

Make sure your LinkedIn company page is up to scratch, as well. That's often the first place people will go to check you out after seeing your ad. It needs to look professional and give a good overview of what you do.

You probably should consider Google Search Ads...

Google Search Ads are another great shout. These are the ads that show up when people search for something on Google. The key here is to do your keyword research and figure out what terms your ideal customers are using when they're looking for a solution like yours.

Then, create ads that are highly relevant to those keywords. And make sure your landing page is optimised for conversions. I remember one of our software clients got 3,543 users at £0.96 cost per user using Google Ads by targeting very specific keywords.

Think about using ad extensions as well. These are the extra bits of information that show up below your ad, like your phone number, address, or links to specific pages on your website. They can really help to improve your click-through rate.

You'll need to think about other ad platforms...

Don't just stick to one or two platforms. Explore other options, like:

• Meta Ads: For a B2B software client, we drove 4,622 registrations at $2.38 cost per registration.
• Apple Search Ads: If you're targeting iOS users, these can be a really effective way to get your app in front of them. For a software client focused on events, sports, and eLearning, we saw app growth of 45k+ signups at under £2 cost per signup using Apple Ads, as well as Meta Ads, Tiktok Ads, and Google Ads.
• TikTok Ads: If you're targeting a younger audience, TikTok could be a good option.

The key is to test, test, test. See what works best for your specific product and audience. There's no one-size-fits-all answer.

I've detailed my main recommendations for you below:

I hope this has given you some food for thought. Scaling software campaigns can be tricky, and it often helps to have an expert on board. We've helped loads of SaaS companies to get more users, lower their acquisition costs, and grow their revenue. I remember that we reduced the Cost Per User Acquisition from £100 to £7 for a Medical Job Matching SaaS using Meta Ads and Google Ads.

If you'd like to chat more about your specific situation, I'd be happy to offer you a free consultation. We can review your current strategy, identify areas for improvement, and come up with a plan to take your campaigns to the next level.

Regards,
Team @ Lukas Holschuh