Solved: Should I Hire a Paid Ads Consultant or DIY?

Hi there,

Thanks for getting in touch. I understand your hesitation about paid ads and whether it's worth hiring a consultant. Happy to give you some initial thoughts and guidance. It's a valid concern – nobody wants to throw money down the drain, especially when you're just starting out.

We'll need to look at your target audience first...

First things first, for your high-end navigation tools, you've got to laser-focus on who your ideal customer is. I mean, are we talking about weekend ramblers or serious, hardcore hikers tackling multi-day treks in tough terrains? There's a massive difference, and your ads need to speak directly to the latter. We don't want to be wasting money showing ads to casual walkers when you're selling gear for serious hikers, right?

I remember one client, they were selling artisanal coffee. They thought they could just target "coffee lovers". Ended up showing ads to teenagers drinking frappucinos! A consultant made sure they found the actual coffee snobs. Specificity is key. What's their age range, income bracket, geographic location, what are their other interests besides hiking? What brands do they already buy? Where do they get their information and inspiration? This kind of in-depth understanding is what separates a successful campaign from a costly flop.

Actionable Advice: Spend some time really defining your ideal customer. Create a detailed persona. The more specific you can be, the better your ad targeting will be. Think about the psychographics – their values, motivations, and lifestyle. The better you understand them, the more effectively you can reach them with your ads.

I'd say you probably need to refine your website's landing page...

Your landing page is equally important. This is where people land after clicking on your ad, and it needs to be compelling enough to make them take the next step. Does it immediately communicate the value of your navigation tools? Does it highlight the benefits for serious hikers? Are there high-quality images and videos showcasing the tools in action?

I saw another client selling outdoor gear. Their website was a mess! Generic product descriptions, blurry photos, no clear call to action. No wonder their ads weren't converting! We completely overhauled their website, focusing on compelling visuals and persuasive copy. The results were night and day. I've run quite a few campaigns for eCommerence clients selling premium products. High-quality product photos are really vital.

Actionable Advice: Review your landing page with a critical eye. Is it visually appealing? Is it easy to navigate? Does it clearly communicate the value of your navigation tools? Does it have a strong call to action? Get feedback from other hikers to see what they think.

You probably should think about optimising your ad platforms and campaigns...

YouTube tutorials are a great starting point but they won't teach you everything. There's a big difference between knowing the basics of setting up an ad campaign and having the experience to optimise it for maximum ROI. For example, negative keywords are crucial for preventing your ads from showing to the wrong people. Custom audiences allow you to target people who have already shown an interest in your products or similar products. Remarketing can help you re-engage website visitors who didn't make a purchase.

I remember another client, they tried to DIY their Google Ads for ages, got nowhere. They paid a consultant, and they got them sorted right quick. Knowing the platform, its features, and the available optimisation tactics is super important. Like I said, I've run quite a few campaigns for eCommerce clients. The most important factor is usually targeting. There are usually lots more audiences you could test out. Keep on testing until you find new winners.

Actionable Advice: Make sure you are tracking the right conversion metrics (e.g. add to carts, purchases). Set up conversion tracking on your website and in your ad platforms. Then, use this data to optimise your campaigns. Run A/B tests to compare different ad copy, images, and targeting options. Continually refine your campaigns based on what's working and what's not.

You'll need the right ad platforms for the right audience...

Have you considered which ad platforms are best suited for reaching your target audience? Given your high-end niche, you'll want to explore options beyond just the standard Google and Facebook ads. Are there any niche online communities, forums, or publications that cater to serious hikers? Perhaps you could partner with them to run targeted ads or sponsored content. Or you could try a new ad platform and tap into a different audience this way. Usually this won't make sense though until you've scaled to a higher ad spend.

I know a consultant that works with several luxury brands. They've found that Instagram and Pinterest ads can be very effective for reaching affluent customers who are interested in visual content. We've also had several SaaS clients see really good results with UGC videos. Lots of angles to test there as well.

Actionable Advice: Research the ad platforms and channels that are most popular with your target audience. Consider niche platforms or partnerships that can help you reach a more qualified audience. Test different platforms and channels to see which ones perform best for you.

I've detailed my main recommendations for you below:

The bottom line is: paid ads can be a powerful tool for growth, but they need to be done right. A good consultant can bring a wealth of experience and expertise to the table, helping you to avoid costly mistakes and maximise your ROI. They can help you with everything from defining your target audience to optimising your campaigns.

If you're still hesitant, consider starting with a small budget and testing the waters. Track your results carefully and see what works. I have seen plenty of people see good results if they are patient and analytical. Alternatively, feel free to book in a free consultation, and we can have a chat and see if we can help.

Regards, Team @ Lukas Holschuh