Hi there,
Thanks for reaching out. Happy to give you some initial thoughts and guidance on getting more performance from your online advertising efforts.
Your Website & Offer Are Key
Tbh, the absolute first thing we look at when someone wants to improve their ad performance is what happens *after* someone clicks your ad. Doesn't matter how much you spend or how clever the targeting is, if your website isn't up to scratch, you're chucking money away. It needs to be clear, persuasive, mobile-friendly, load fast, and most importantly, build trust. People need to feel comfortable buying from you or giving you their details.
Things like clear, high-quality product photos (or compelling visuals for services), detailed and benefit-driven descriptions, easy and intuitive navigation, and showing social proof (reviews, testimonials, case studies) are crucial. Your offer also needs to be compelling – why should someone choose you over a competitor wether it's a product purchase, signing up for a trial, or requesting a quote?
Making sure the conversion process on your site is smooth and convincing should really be a top priority before sinking significant budget into ads.
Thinking About Who You're Reaching...
Once the site is ready to convert visitors, then you'd looked at the audience. Who are the people most likely to buy your products or use your services? What are their demographics, their interests, their online behaviour? What problems are they trying to solve that your products or services address?
Are they actively searching for solutions, typing queries into Google, looking for something specific *right now*? Or are they just browsing social media, maybe aware of their problem but not actively seeking a solution yet? Knowing this dictates which ad platform is likely to be most effective (Google Search vs. Meta/LinkedIn) and how you approach the targeting within that platform.
Getting the targeting spot-on is absolutely critical. We've run campaigns for everything from B2B software where precision LinkedIn targeting is essential, to eCommerce where broad Meta targeting followed by strong retargeting works well. It all starts with a clear picture of your ideal customer.
It's All About Testing and Refinement...
Paid advertising is never a "set it and forget it" thing. To get real performance and improve those metrics like Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS), you have to be constantly testing and optimising based on the data you're getting back.
This means trying different ad creative (different images, videos, headlines, ad copy), testing different targeting audiences to see which ones are most efficient, and even experimenting with different landing pages or different offers on your website. You look at the numbers – is the Click-Through Rate (CTR) low? Are people dropping off on a specific page of your site? Are the leads low quality? Based on that, you make hypothesis-driven changes and test again. It's an ongoing process of refinement to find the most profitable combination.
Overview of Recommended Actionable Solution
| Area | Recommended Action |
|---|---|
| Website / Landing Page | Improve trustworthiness, clarity, and persuasiveness. Optimise for mobile and speed. Ensure a smooth conversion path. |
| Offer | Refine your unique selling proposition. Make your call-to-action compelling. Consider introductory offers like trials or consultations if applicable. |
| Audience | Define your ideal customer persona clearly. Identify where they spend time online and if they are actively searching. |
| Ad Platform & Targeting | Select platform(s) based on audience behaviour (Search vs Social). Implement precise targeting based on your ICP. |
| Ongoing Strategy | Commit to continuous A/B testing of creative, copy, targeting, and landing pages. Use data to inform optimization decisions. |
Getting all these elements working together seamlessly to drive performance takes time, expertise, and experience. While you can absolutely tackle these areas yourself, sometimes having someone who focuses solely on this, day in, day out, can accelerate the process and help you avoid costly mistakes and speed bumps.
If you'd like to chat through your specific situation and goals in more detail, we'd be happy to offer a free consultation to see if we can help.
Regards,
Team @ Lukas Holschuh
