Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your Meta ad campaigns and how to build a waitlist for your design agency. I understand you're targeting small businesses needing branding and web design, but the leads are non-existent. It's a common issue, and there are a few things we can look at to hopefully give you some direction here.
We'll need to look at your ad targeting...
First, let's think about your targeting. With Meta Ads, it can sometimes feel like you're shouting into the void, especially if your audience is too broad. You mention targeting small businesses, but that's a pretty wide net. I recall a campaign we managed for a B2B software company using LinkedIn Ads, where initially, the client was targeting a broad range of "business owners," and the cost per lead was quite high. However, when we refined the targeting to focus on specific job titles such as "CMO," "CSO," and "Head of Marketing" within companies of 50-200 employees, the cost per lead significantly improved, coming down to $22. Basically what you wanna do is try and target very specifically.
You might want to consider layering interests as well. What kind of design tools or platforms do these small businesses use? Are they following specific design blogs or influencers? Adding those interests can help you reach people who are actively engaged in the design world and more likely to be interested in your services.
Also, have you looked at custom audiences? If you have a list of existing clients or leads, you can upload that to Meta and create a lookalike audience. This allows you to target people who share similar characteristics with your best customers. This can be really effective at finding new potential clients.
I'd say you need a better incentive...
Next, let's talk about your waitlist. I mean, it's good that you're planning ahead, but what are people actually getting for signing up? A spot on a list isn't usually enough to entice someone to hand over their email address. You need to offer something of value in return.
Think about what your target audience would find genuinely useful. Could you offer a free consultation? Or a discount on their first project? What about early access to exclusive content or resources?
Another idea is to create a free resource that solves a common problem for small businesses. This could be a checklist, a template, or a short e-book. Offer this as a lead magnet in exchange for signing up for your waitlist. This not only gets people on your list but also establishes you as an expert in your field.
You probably should improve your ad creative...
Finally, let's talk about your ad creatives. In the creative industry, your ads are essentially a reflection of your brand. If they don't look professional and visually appealing, people are going to assume your design agency isn't up to snuff. It's got to look very good to get them to bite.
Are you using high-quality images and videos? Are your ads mobile-friendly? Is your copy clear, concise, and persuasive? These are all important factors to consider. I'd also test out different ad formats and see what resonates best with your audience. Carousel ads, for example, can be a great way to showcase multiple projects or services.
Also, I'd make sure the ads you're running look professional, or people won’t trust your firm. The images that you use for you ads should look like the kind of thing that the clients want to get from you in turn. If that makes sense...
You'll need some trust badges...
A lot of the time you see people get turned off if they can't find any trust badges for the company that is selling them stuff, this includes the start page but also the product pages. By trust badges I mean reviews and testimonials from customers, links to your social profiles, publications you've been featured in, your address and maybe more ways to contact you.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Narrow down your audience by job title, company size, and interests. Consider using custom audiences and lookalike audiences. |
| Lead Magnet | Offer something of value in exchange for signing up for your waitlist, such as a free consultation, discount, or exclusive resource. |
| Ad Creatives | Use high-quality images and videos that reflect your brand. Ensure your ads are mobile-friendly and your copy is clear and concise. Test different ad formats. |
| Store/Website | Include trust badges like reviews and testimonials from customers, links to your social profiles, publications you've been featured in, and your address. |
Building a waitlist takes time and effort. It's important to be patient and persistent. Don't be afraid to experiment with different strategies and see what works best for your business. I know this can all seem like a lot, and getting it all right can be tricky. If you'd like a hand with getting your ads sorted, we offer a free consultation. We can review your strategy and account together. Just a thought...
Regards, Team @ Lukas Holschuh
