Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your Google Ads campaigns for your B2B SaaS booking engine for adventure travel companies. I understand you're struggling with low click-through rates (CTR), which can be really frustrating.
We'll need to look at their pain points...
First things first, with B2B SaaS, you really need to hit them where it hurts. Think about what keeps those adventure travel company owners awake at night. Is it the fear of double bookings? The endless admin work that eats up their time? Or maybe it's the struggle to keep customers coming back for more?
Your ad copy needs to scream, "We've got the solution to THAT problem!" If you're talking about features, they need to be directly related to solving a specific headache they have. Generic copy like "Revolutionary booking engine" won't cut it. You need to be specific, like "Eliminate double bookings with our real-time availability sync" or "Cut admin time by 50% with automated confirmations."
I remember one instance where we helped a client who had a B2B software also struggling with generic ads. We rewrote their ads to focus on the time-saving benefits of their platform, and saw a significant improvement in their click-through rate. Focusing on specific benefits can really drive those clicks.
I'd say you use testimonials...
Don't underestimate the power of social proof. If you've got any testimonials from happy customers, weave them into your ads. Even short, punchy quotes can make a big difference. Something like, "Saved us 10 hours a week!" or "Increased bookings by 20% in the first month!" That's way more powerful than any marketing jargon you can come up with. If you don't have any testimonials yet, now's the time to start collecting them!
You probably should target your ads better...
Are you targeting the right keywords? Think about what your ideal customer is actually searching for when they need a booking engine. Don't just go for broad terms like "travel software". Get specific with keywords like "adventure travel booking system", "tour operator software", or even location-based searches like "booking software for travel companies in [city]". Consider long-tail keywords as well – these are longer, more specific phrases that show a higher level of intent. For example, someone searching for "best booking software for guided hiking tours" is much further along in the buying process than someone just searching for "travel software".
Also, make sure you're using negative keywords to filter out irrelevant traffic. For example, if you only work with adventure travel companies, you might want to exclude keywords like "hotel booking software" or "flight booking software".
You'll need a strong call to action...
What do you want people to do when they see your ad? Make it crystal clear with a strong call to action. "Start your free trial today!" is much more compelling than just "Learn more". Make sure your call to action is relevant to your offer and creates a sense of urgency. Other examples could be, "Get a free demo" or "Book a consultation".
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| Refine Ad Copy | Identify the key pain points of adventure travel companies and write ad copy that directly addresses those pain points. Use specific language and avoid generic terms. |
| Incorporate Testimonials | Gather testimonials from satisfied customers and use them in your ads to build trust and credibility. |
| Improve Keyword Targeting | Conduct thorough keyword research to identify the most relevant search terms for your target audience. Use long-tail keywords and negative keywords to refine your targeting. |
| Strengthen Call to Action | Use clear and compelling calls to action that encourage users to take the next step, such as starting a free trial or booking a demo. |
Optimising Google Ads for B2B SaaS can be tricky, and it often takes time and experimentation to find the right formula. I recall one instance where we helped a B2B software company, and we managed to reduce their Cost Per User Acquisition from £100 to £7 by optimising their campaigns on Meta Ads and Google Ads.
If you'd like a more in-depth analysis of your campaigns and website, I'd be happy to offer you a free consultation. We can review your current strategy together and identify areas for improvement. We could discuss your campaign structure, ads and copy, and landing page. I would also be happy to answer any specific questions you have about B2B advertising or SaaS marketing. It’s a no-pressure conversation, and you might find it really helpful. Just let me know if you're interested, it'd be good to have a chat.
Regards, Team @ Lukas Holschuh
