Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your Google Ads situation. I can definitely see why you're struggling, as environmental control solutions are a tough nut to crack with PPC. It can be really disheartening to pour time and money into ads and see very little return. Don't worry, a lot of businesses are in the same boat, but there are steps you can take to improve things.
We'll need to look at your keyword strategy...
From what you've said, your keyword strategy is probably the biggest issue. Targeting "air quality monitoring" is likely far too broad. It's like casting a huge net and hoping to catch the right fish. You'll end up attracting a lot of irrelevant traffic and wasting your budget. Think about what specific problems your potential customers are facing. What are they actually searching for when they need your services? And I mean REALLY specific, not some vague thing, it needs to hit the nail on the head - if you get my drift.
I remember working with a medical job matching SaaS client. They initially struggled with a high Cost Per User Acquisition (CPA). We discovered that by being more strategic with keywords on Google Ads and Meta Ads, we were able to significantly improve their results.
By targeting these long-tail keywords, we were able to significantly improve their Quality Score, lower their cost per click, and increase their conversion rate. Basically, we were targeting people who were much further along in the buying process and were actively looking for a solution like theirs. For this client, we reduced their CPA from £100 to £7.
You need to get granular and create ad groups targeting very specific keywords. For example, instead of just targeting "air quality monitoring", you could target:
- "Indoor air quality monitoring for offices"
- "Air quality sensors for schools"
- "Real-time air quality monitoring systems"
Each ad group should have its own set of highly relevant keywords, ad copy, and landing pages. This will help you improve your ad relevance and Quality Score, which will ultimately lead to a higher ad rank and more impressions for each £ you spend.
I'd say you should review your Ad Copy
Your ad copy also needs to be highly targeted and relevant to the keywords you're bidding on. Make sure you highlight the unique benefits of your environmental control solutions and how they can help businesses solve their specific problems. Focus on the value you provide, not just the features of your product.
For example, instead of saying "We offer air quality monitoring solutions", you could say "Improve indoor air quality and protect your employees' health with our advanced monitoring systems". This is a much more compelling message that resonates with businesses that are concerned about employee well-being and productivity.
Another important thing is to use A/B testing to experiment with different ad copy variations and see what works best. Try different headlines, descriptions, and calls to action. Over time, you'll be able to identify the most effective messaging that drives clicks and conversions.
You probably should get clear on the landing page experience...
Your landing page is where the magic happens. This is where you convert visitors into leads or customers. If your landing page isn't up to scratch, you're wasting all the effort you've put into your keyword targeting and ad copy.
Make sure your landing page is highly relevant to the keywords and ad copy that brought visitors there. It should also be visually appealing, easy to navigate, and have a clear call to action. Think about the user journey. What do you want visitors to do when they land on your page? Fill out a form? Schedule a demo? Request a quote? Make it easy for them to take the next step.
Your website needs to build trust with prospects and convince them to get in touch. You need to demonstrate the value of your products and services. You need to make sure the website looks credible and not like it was created by a total amateur.
Some other tips
- Add customer testimonials
- Showcase case studies
- Guarantee the product
You'll need to consider location targeting...
You mentioned that you need a London-based PPC expert. While it's understandable that you want someone who understands the local market, I wouldn't limit yourself too much. The beauty of Google Ads is that it can be managed remotely from anywhere in the world. What's more important is finding someone with the right expertise and experience in B2B SaaS.
Having said that, location targeting is still important. Make sure you're targeting the right geographic areas in your Google Ads campaigns. If you only serve customers in London, there's no point in targeting the entire UK. Narrow down your targeting to the specific boroughs or postcodes where your ideal customers are located.
This is the main advice I have for you:
| Recommendation | Action | Potential Impact |
|---|---|---|
| Refine Keyword Strategy | Focus on long-tail keywords related to specific air quality monitoring needs. | Improved ad relevance, lower CPC, higher Quality Score. |
| Optimize Ad Copy | Highlight the unique benefits of your solutions and use A/B testing. | Higher click-through rates, better ad relevance, more leads. |
| Enhance Landing Page | Create a clear, compelling landing page with a strong call to action. | Higher conversion rates, more qualified leads, increased sales. |
| Location Targeting | Target specific geographic areas where your ideal customers are located. | Reduced ad spend, more relevant traffic, improved ROI. |
Implementing these changes will take time and effort, but it will be worth it in the long run. By focusing on the right keywords, creating compelling ad copy, and optimising your landing page, you can significantly improve your Google Ads performance and generate more qualified leads for your business.
Getting your ads right is'nt easy but it can be done with the right expert that know's their stuff.
If you are still finding it difficult or that you don't have time, I'd recommend seeking professional help. I've run quite a few campaigns for B2B SaaS companies, and I'm confident that I can help you turn your Google Ads disaster into a success story. As I mentioned, we helped a client reduce their Cost Per User Acquisition from £100 to £7 in the medical job matching SaaS sector, so we do know what we're doing with the software niche. We can get a copywriter with experience writing for SaaS to make sure the landing pages really convert. Also, it's quite normal for Software campaigns to plateau in spend without ROAS - a good agency or freelancer should know how to solve that.
If you'd like to chat more about your specific needs and goals, feel free to book in a free consultation. We can discuss your current challenges, identify areas for improvement, and create a custom strategy to help you achieve your desired results.
Regards,
Team @ Lukas Holschuh
