Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on how to improve the ROAS of your ad spend for your leadership courses for managers. It sounds like you've hit a bit of a plateau with LinkedIn Ads, which isn't uncommon, so exploring other platforms and optimising your existing campaigns is definately a good move.
We'll need to look at Google Ads...
Firstly, you probably should definately explore Google Ads. I recall working with a client who saw a decent jump in ROAS when they added Google Ads to their marketing mix. However, the secret really is nailing your keyword strategy. Don't just think about what your leadership courses are called, think about the specific problems that these courses solve for businesses and managers.
E.g., instead of just targeting "leadership courses", target keywords around "employee engagement strategies", "managing remote teams effectively", "improving team performance", or "how to motivate my staff". Try to get into the head of the manager who is facing these issues and think about what they would be searching for when they are looking for solutions. This’ll also require a bit of research. I'd suggest using tools like Google Keyword Planner or SEMrush to identify keywords that are relevant to your audience and have a decent search volume but aren't too competitive. This way, you get a good balance of traffic and affordability. For B2B it's all about getting in the mind of your target audience.
It can also be beneficial to think about location-based keywords, depending on whether you're offering in-person courses. E.g., "leadership training London" or "management courses Manchester".
From there, it's worth setting up dedicated campaigns for each category of keywords you identify. This allows you to tailor your ad copy and landing pages to be as relevant as possible to the search terms used by potential customers. This is really how you give yourself the best chance of seeing a decent ROAS.
I'd say you should optimise your landing pages...
Landing page optimisation is another area you can almost always improve. Even minor tweaks can lead to significant uplifts in conversion rates. I'd suggest you start by testing different headlines to see which ones resonate best with your target audience. Use clear, concise language and focus on the benefits of your courses, rather than just the features.
Then, shorten your forms. The more fields you ask people to fill out, the less likely they are to complete the form. Only ask for the essential information you need to qualify leads. If you need more information, you can always ask for it later in the sales process.
Make sure your call to action is crystal clear. Tell people exactly what you want them to do, whether it's "Enrol Now", "Download Brochure", or "Request a Consultation". Use strong, action-oriented language and make the button stand out visually from the rest of the page.
We've found video testimonials can work wonders for building trust and credibility. Seeing real people talking about the benefits they've gained from your courses can be incredibly persuasive. I wouldn't underestimate the power of social proof.
You probably should also consider remarketing...
Finally, don't neglect your existing customers! Remarketing is an incredibly cost-effective way to generate repeat business and referrals. After all it's a lot easier to sell to people who have bought from you before.
I'd suggest you run remarketing ads on LinkedIn to target people who have previously visited your website or engaged with your content. You can promote new courses, offer discounts for repeat purchases, or simply remind them of the value they've already received from your courses. You could also encourage them to refer you to their colleagues or friends. LinkedIn is still one of the best ad platforms for remarketing so it's definetly something you should look into.
This is the main advice I have for you:
| Recommendation | Action |
|---|---|
| Explore Google Ads | Conduct keyword research, create targeted campaigns, and tailor ad copy and landing pages to specific search terms. |
| Optimise Landing Pages | Test headlines, shorten forms, clarify calls to action, and incorporate video testimonials to build trust and credibility. |
| Implement Remarketing Campaigns | Target existing customers on LinkedIn with promotions, discounts, and referral incentives to generate repeat business. |
Based on our experience helping similar clients, I believe these steps can significantly improve the ROAS of your ad spend and help you reach a wider audience of managers seeking professional development. For example, I remember one B2B software client where we drove 4,622 registrations at a cost of $2.38 per registration using Meta Ads. I also recall another client, a Medical Job Matching SaaS, where we reduced their Cost Per User Acquisition from £100 to £7 by using a combination of Meta Ads and Google Ads.
While I've provided some initial guidance, scaling your campaigns and diving deeper into targeting and creative optimisation is really where the value lies. I'm happy to offer you a free consultation where we can take a closer look at your specific situation and develop a tailored strategy for achieving your ROAS goals.
Regards,
Team @ Lukas Holschuh
