Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your ad strategy for your budgeting app. It sounds like you're in a pretty exciting but also overwhelming phase, launching your MVP and figuring out how to get it in front of the right people. Let's try and get you moving in the right direction, and hopefully make this seem less daunting.
You probably should start with one or two channels...
First thing I'd say is, don't try to be everywhere at once. It's a common mistake, especially when you're starting out. Spreading yourself too thin across all the platforms will usually lead to mediocre results across the board, and you won't really get a good sense of what's working and what isn't. Better to pick one or two channels, really nail them, and then expand from there.
When you're choosing those initial channels, think hard about where your ideal customers – young professionals in London struggling with their finances – are spending their time online. Are they doomscrolling on TikTok? Are they actively searching for budgeting advice on Google? Or are they hanging out in specific online communities or forums?
Understanding where they are is half the battle. Once you know that, you can start to tailor your message and choose the right platform to reach them.
I'd say you can consider Google Ads for starters...
For a budgeting app, I'd say Google Ads is definitely worth considering. People who are actively searching for "budgeting apps London" or "manage finances young professional" are already problem-aware and looking for a solution. That means they're much more likely to be receptive to your ad, compared to someone who's just idly scrolling through their social media feed.
The key with Google Ads is to be really specific with your keywords. Don't just target broad terms like "budgeting" or "finance". Get granular and target the exact phrases that your ideal customers are using. And make sure your ad copy speaks directly to their pain points. What are their biggest financial challenges? How does your app solve them?
Also, the landing page experience is crucial. When someone clicks on your ad, they should be taken to a page that's highly relevant to their search query and that clearly communicates the value of your app. If the landing page is confusing or doesn't deliver on the promise of the ad, people will bounce, and you'll waste your ad spend.
We'll need to look at the landing page copy...
I've run quite a few campaigns for B2B SaaS, and what I've learned is that you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS.
Don't overlook the importance of retargeting. Not everyone who visits your website or landing page will be ready to sign up right away. Retargeting allows you to show ads to these people again, reminding them of your app and encouraging them to take the next step. You can even tailor your retargeting ads based on the specific pages they visited on your website.
You'll need to consider other platforms too...
Outside of Google Ads, there are other platforms that might be worth exploring. Social media advertising (Facebook, Instagram, TikTok, etc.) can be effective for reaching a wider audience, but it requires a different approach. Instead of targeting people based on their search queries, you're targeting them based on their interests, demographics, and behaviours.
For young professionals in London, you might want to target interests like personal finance, investing, or career development. You could also target demographics like age, location, and income. And you could even target behaviours like people who have recently downloaded a budgeting app or visited a personal finance website.
Influencer marketing is another option to consider. Finding influencers who resonate with your target audience and who genuinely believe in your app can be a powerful way to generate awareness and drive signups. Just make sure you do your research and choose influencers who are authentic and who have a real connection with their followers. Avoid anyone who seems like they're just doing it for the money.
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Platform Choice | Start with Google Ads due to the problem-aware audience actively searching for solutions. |
| Keyword Strategy | Use specific keywords like "budgeting apps London" rather than broad terms. |
| Landing Page | Ensure the landing page is highly relevant and clearly communicates the app's value. |
| Retargeting | Implement retargeting to re-engage website visitors and encourage sign-ups. |
| Social Media | Consider platforms like Facebook and Instagram, targeting interests such as personal finance and investing. |
| Influencer Marketing | Explore collaborations with authentic influencers who connect with your target audience. |
Launching a startup and figuring out your ad strategy can feel like a really huge task, and it can feel like theres a million different things to look at. If you're feeling overwhelmed or you'd like some more tailored guidance, you might want to consider working with an agency or consultant who has experience in fintech and paid advertising. We've helped quite a few SaaS companies scale their user base and achieve their growth goals. I remember one software client where we acquired 3,543 users at £0.96 cost per user via Google Ads.
If you'd like to explore that option, we offer a free consultation where we can discuss your specific situation and provide some tailored recommendations. It's a no-pressure conversation, and you're welcome to ask any questions you have.
Regards,
Team @ Lukas Holschuh
