Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on using Google Ads for your friend's software development company. It's a common question, and there are definitely some things to consider.
First off, let's talk about whether search ads *can* work for software development businesses.
The short answer is: yes, they can. But it really depends on a few key factors. I'd say that the success of Google Ads hinges on understanding your target audience and what they're actually searching for. You're right to question whether CEOs are googling "best software development providers," but they *might* be searching for more specific solutions or services. This is where keyword research comes in.
We've run quite a few campaigns for B2B SaaS companies and software development businesses. Some see an ROI within a few days, but many take longer to optimise. It all starts with understanding their audience and what their needs are.
We'll need to look at traffic quality and your website...
When it comes to your website or landing page, it needs to be highly persuasive and clearly articulate the value proposition. We often use a copywriter with experience writing for SaaS companies to ensure the messaging resonates with the target audience. Make sure the page offers potential clients exactly what they're searching for when they find your ad.
If your ads are getting clicks but not converting, that suggests the problem lies with the website or the offer itself. Consider A/B testing different landing pages to see what resonates best with your target audience.
I'd say you need to give it more time...
You're right that B2B sales cycles can be much longer. It's a huge effort for businesses to change their software system or hire a new software dev partner. They only do this if they absolutely have to. And this won't be a quick decision for them.
Make sure you're tracking conversions properly and giving the campaigns enough time to gather data. Don't make knee-jerk reactions after just a few days. Google Ads needs time to learn and optimise.
Here's a breakdown of actionable steps you can take immediately:
| Area | Recommendation |
|---|---|
| Keyword Research | Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify relevant keywords that potential clients are actually searching for. Think about specific problems they're trying to solve. Long-tail keywords (more specific phrases) can often be more effective than broad terms. E.g. "AI implementation service", "AI agency near me", "software agency near me", "AI developer near me" - depends on your services of course. |
| Ad Copy | Craft ad copy that speaks directly to the needs and pain points of your target audience. Highlight the benefits of your services and include a clear call to action. Test different ad variations to see what performs best. |
| Landing Page Optimisation | Ensure your landing page is relevant to the keywords and ad copy. Clearly articulate your value proposition and make it easy for visitors to take the next step (e.g., fill out a form, schedule a consultation). |
| Conversion Tracking | Set up proper conversion tracking in Google Ads to measure the effectiveness of your campaigns. This will allow you to see which keywords and ads are driving the most leads and sales. |
| Targeting | Refine your targeting to reach the right audience. Consider using location targeting, demographic targeting, and interest-based targeting to narrow your focus. |
Let's think about LinkedIn Ads as well...
If they aren't actively searching for a solution -> Social media/display ads, for B2B your main option here is usually LinkedIn as that's where you have narrow B2B targeting available. Meta - limited B2B targeting. With LinkedIn, you can target specific job titles, industries, and company sizes. This can be a good option if you're trying to reach decision-makers who aren't actively searching for a solution. But, this usually works best to get the word out to your target customers, not necessarily get sign ups and paying customers.
One campaign we ran for a B2B software company saw a cost per lead of $22 using LinkedIn Ads.
Finally, keep an eye on the broader picture...
Remember that generating leads is just one part of the sales process. You also need to have a strong sales team and a well-defined sales process to turn those leads into paying customers. The best approach for B2B is usually to generate leads, have an intro/sales call, and offer a custom service to address their unique needs.
Your sales reps not being able to setup enough meetings also suggest that the leads from your website and current marketing efforts may not be qualified enough. Perhaps something to discuss with your sales reps and review the sales process.
When should you consider expert help?
Scaling software campaigns can be complex, and it can be beneficial to work with someone who has expertise in this area. If you're struggling to see results on your own, or if you're simply too busy to manage your campaigns effectively, then it might be time to bring in an expert. We've helped quite a few software companies achieve significant growth through paid advertising. For example, we acquired 3,543 users at £0.96 each for a software company using Google Ads. And another client saw 5082 Software Trials at $7 per trial through our Meta Ads campaign.
I'm happy to offer a free consultation to discuss your specific situation and see if we can help. We can review your current campaigns, analyse your website, and provide you with a detailed plan of action.
Regards,
Team @ Lukas Holschuh
