Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your situation. It sounds like you've got a solid product but are struggling to get the visibility you need in a competitive space. Let's break down a few areas where you can make some improvements and some specific actions to take.
We'll need to look at your website...
First, let's talk about your website. I’ve taken a little look, and honestly, it's not quite up to scratch to convert paid traffic effectively. Think of your website as your shop window - it needs to grab attention and build trust instantly. If your website visitors aren't sticking around long enough to explore your products, you're losing out big time.
I'd say you probably should get a professional website designer to give your website a major facelift. You need to make sure it's visually appealing, easy to navigate, and showcases your products in the best possible light. High-quality product photography is a must, and I mean professional photos, not just snaps from your phone. Use videos showing the products being used if you can!
Your site needs to load quickly. No-one likes waiting for ages for a page to load. Optimise images and consider using a content delivery network (CDN) to speed things up. People are impatient. And you want to make the checkout process as smooth and painless as possible. Reduce the number of steps involved and offer multiple payment options.
I'd say you need to know where to sell...
Secondly, you've mentioned you have a B2C navigation tool. Think about where your customers will be searching for you. If the product is very niche, it might be better to think about other places to sell than your website, as this will save you a ton of budget. If it's art, you sell it on Esty, same logic applies to yours. If it's a B2C product, you want to look at Amazon, or Ebay. Alternatively, you might be able to sell via influencers or collaborations with outdoor companies.
You probably should pick the right ad platforms...
Now, let's look at your ad strategy. Choosing the right platform is crucial, and it sounds like you might not be getting the best bang for your buck right now. It sounds like you've been doing a lot of shouting without getting any results. I'd say stop wasting your budget on ads that aren't delivering.
Consider where your target audience is most likely to be spending their time online. Are they avid social media users? Then platforms like Instagram and Facebook could be good choices. If they're actively searching for navigation tools, then Google Ads might be a better bet. The best ad platform is where the target audience can best be reached with the ad platform’s available targeting options. Wrong ad platform = wrong targeting = difficult to achieve results.
We're running a campaign for an HVAC company currently, they are in a bit of a competitive area, and they are seeing costs of around $60/lead. We’ve run ads for childcare services where the CPL was around $10 per signup. And our best consumer services campaign was for a home cleaning company which got a cost of £5/lead. I usually recommend a budget for ad spend of $1-$2k per month to start with - but this depends on how many leads you need (number of leads you need x cost per lead = ad spend).
You'll need better targeting options...
To optimise performance, I’d always split test creative and targeting within the same campaign. On facebook, think about interests. You'd want to think about your ideal customer persona and which ad platform they can be reached on. You'd usually run ads to a landing page where people can sign up or start a trial for free.
For Google Ads, you'll need to do some keyword research to find keywords related to what your ideal customer persona might be searching for when they need your services. For example you could target keywords like "navigation tool", "outdoor app", etc
You'll need a good website to improve sales...
Ultimately, without a decent website, your sales won't improve. People who do click on the ads, will click away quickly if the website is not up to standard. So you need to think about the whole flow, from the customer clicking the advert, to them adding to cart. Product descriptions are also crucial for sales, so you really need to think about what your potential customers want to know.
To get people interested, you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS. Then need to decide on the right ad platform: for B2B it's usually either LinkedIn or Google Search ads. Probably only search ads will be viable in your case as you need people to be actively searching for a new accounting software.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Website | Invest in a professional website design that's visually appealing, easy to navigate, fast-loading, and optimised for conversions. |
| Selling | Consider whether to sell via your website or through other options such as marketplaces, collaborations, or influencers. |
| Ad Platform Selection | Carefully choose the ad platform that aligns with your target audience's online behaviour and search habits. |
| Ad Targeting | Improve ad targeting by researching niche interests and keywords, split testing campaigns, and ensuring ads are relevant to your product. |
| Ad Strategy | Make sure your ad strategy aligns with your website. You'll need to look at the whole customer journey, from them clicking on your ad, to them adding to cart, and completing the purchase. |
I hope this all makes sense. I know it might seem like a lot to take in, but by focusing on these key areas, you can significantly improve your chances of success.
Of course, building a new website and devising ad strategies can be tricky, and it takes time to test and optimise everything. If you'd like a little help with it, then feel free to get in touch, and we can arrange a free consultation.
Regards,
Team @ Lukas Holschuh
