Hi there,
Happy to give you some initial thoughts and guidance on your Google Ads scaling issue for your project management tool in London. A 2% free trial to paid conversion rate definitely leaves room for improvement, so let's explore some options.
We'll need to look at what's happening post-trial...
First things first, let's diagnose what's happening after someone signs up for a free trial. That's often where the biggest gains are to be had. What sort of communication are they receiving? Are you actively engaging them and guiding them towards becoming a paying customer?
Think about it: they've already shown interest. They’ve taken the first step. Now it's about showing them the value of your tool and making it as easy as possible for them to upgrade. This is really important. I'd say look at:
- Onboarding: Is your onboarding process smooth and intuitive? Are you highlighting the key features that are most relevant to their needs? A clunky onboarding experience will kill conversions faster than anything.
- In-app messaging: Are you using in-app messaging to guide users and provide support? A little nudge at the right moment can make all the difference.
- Email nurturing: This is where you can really shine. Develop a targeted email sequence that's triggered by specific actions (or inactions) within the app. Are they using a particular feature heavily? Send them tips and tricks to get even more out of it. Have they been inactive for a few days? Reach out and offer assistance.
In one instance, we worked with a software client and implemented a behaviour-based email sequence. We saw a 15% increase in free trial to paid conversions. Just some simple but well-timed emails can make a surprising difference to the bottom line.
I'd say you should tailor the landing page for London...
Now, let's talk about your landing pages. You mentioned you're targeting the London market, but is your landing page truly reflecting that? A generic landing page simply won't cut it in today's competitive landscape.
I'd recommend you should tailor your content to the London market by:
- Localise everything: This goes beyond just changing the currency to pounds. Use language that resonates with a UK audience. Reference local businesses and industries. Show that you understand the specific challenges and opportunities facing businesses in London. I think it's easy to overlook how much a small adjustment like this can help with conversion rates.
- Showcase UK-based case studies: Nothing builds trust and credibility like seeing real-world examples of how your tool has helped other businesses in London. Include testimonials from UK-based clients and highlight the specific results they've achieved.
- Avoid generic stock photos: Ditch the cheesy stock photos and use authentic imagery that reflects the London market. Consider using photos of your team, your office, or even your customers using your tool.
You probably should focus on "ready to buy" keywords...
Next, let's dig into your keyword strategy. Are you targeting the right keywords to attract the right type of users? Remember, you want to attract people who are not just looking for a project management tool, but are actively ready to buy one.
Focusing on bottom-of-funnel keywords can help filter the traffic you're paying for. Think long-tail keywords that are specific to the problem your tool solves. For example, instead of just targeting "project management software," target "project management software for small businesses in London" or "project management software for agile teams."
By targeting these long-tail keywords, you'll be able to reach users who are further along in the buying process and are more likely to convert into paying customers.
You'll need to refine your negative keywords...
And don't forget about negative keywords! These are just as important as your positive keywords. Negative keywords help you to filter out irrelevant traffic and ensure that your ads are only shown to the people who are most likely to be interested in your product.
Think about all the different ways people might search for project management software, even if they're not a good fit for your tool. For example, you might want to add negative keywords like "free," "open source," or "tutorial."
By carefully refining your negative keyword list, you'll be able to improve the quality of your traffic and reduce your cost per conversion.
I've detailed my main recommendations for you below:
| Area | Recommendation | Why |
|---|---|---|
| Post-Trial Nurturing | Implement a behaviour-based email sequence. | Engage trial users, highlight key features, and offer support. |
| Landing Page Localisation | Tailor content to the London market with local language, case studies, and imagery. | Build trust and credibility with a UK audience. |
| Keyword Strategy | Focus on bottom-of-funnel, long-tail keywords. | Attract users who are actively ready to buy. |
| Negative Keywords | Refine negative keyword list to filter out irrelevant traffic. | Improve traffic quality and reduce cost per conversion. |
Scaling a SaaS business with Google Ads can be tricky, especially in a competitive market like London. There are lots of moving parts and you really need to ensure each part is optimised to achieve the best return on your investment. There's usually lots of audiences you could test out. Keep on testing until you find new winners. Improving your website/funnel conversion rates. Any increase there will help you convert more traffic and so lower your CPA.
These are just some initial thoughts, of course. There may be other factors at play that are affecting your conversion rates. A more in-depth analysis of your Google Ads account and landing pages would be needed to provide more specific recommendations.
If you'd like to delve into this further, we'd be happy to book you in for a free consultation. We can review your account together and offer some tailored guidance.
Regards,
Team @ Lukas Holschuh
