Solved: Struggling to Get First Paying Customers via LinkedIn Ads

Hi there,

Thanks for getting in touch. Happy to give you some initial thoughts and guidance on your digital planner app launch and your LinkedIn ads.

We'll need to look at your target audience...

Firstly, you're right to think LinkedIn could be a good platform, especially targeting busy professionals. That said, it's also not the easiest platform to make a campaign really pop on. If the ad copy ain't quite there, or the targeting's a little too broad, it can fall flat pretty quick. You've got to really hone in on the pain points these people are facing.

I mean, what keeps them up at night? Is it juggling endless to-do lists, or constantly missing deadlines? Your ads need to speak directly to those frustrations. Instead of just saying "be more organised", go deeper. For example, "Reclaim your weekends: Say goodbye to Sunday night scaries with our digital planner app." See the difference?

Think about the specific job titles and industries that rely heavily on planning. Project managers, marketing managers, executive assistants. Then really narrow down your LinkedIn targeting to those groups. You could also target specific LinkedIn groups related to productivity or time management.

I'd say you should optimise your landing page...

Alright, next thing. Clicks without conversions usually scream "landing page problem!". You've gotta make sure there's a clear connection between what your ad promises and what your landing page delivers.

A generic homepage ain't gonna cut it. Your landing page needs to be laser-focused on addressing the exact need you're advertising. It needs to be very targeted at the kind of busy professional who needs the solution you are offering. If your ad talks about simplifying project management, your landing page needs to showcase exactly how your app does that – with screenshots, testimonials, and a clear call to action.

I remember working with a client who was selling project management software. Their ads were getting decent click-through rates, but hardly anyone was signing up for a trial. We revamped their landing page to focus on specific use cases and benefits for different industries, and their trial signups went through the roof. Instead of "Increase Your Productivity," we tested more specific copy that resonated with their target audience.

You probably should consider your ad creatives...

Also, think about the visuals you're using in your ads. Are they engaging and relevant to your target audience? A stock photo of a generic office setting isn't going to grab anyone's attention. Try using images or videos that show your app in action, or that feature real people using it to solve their planning problems.

I have noticed that video ads on LinkedIn can perform really well, especially if you can create a short, compelling demo of your app. Show how easy it is to use, and how it can save people time and stress.

Finally, consider your offer. Are you offering a free trial, a discount, or some other incentive to get people to sign up? A compelling offer can often be the difference between a click and a conversion. For example, you could offer a free premium feature for a limited time if they sign up through the ad.

You'll need to look at other platforms...

Don't forget other platforms. LinkedIn is not the be-all and end-all. Your target audience is most likely using other platforms as well.

I'd strongly consider looking into other ad platforms, like Facebook and Instagram. These platforms offer broader targeting options, and you might be able to reach a wider audience of busy professionals. You could target people based on their interests, demographics, and even their job titles. I recall a campaign where we helped an app grow to over 45,000 signups at under £2 per signup using Meta Ads, Tiktok Ads, Apple Ads, and Google Ads.

I've detailed my main recommendations for you below:

Implementing these changes should improve your conversion rate and get those first ten customers over the line!

Running successful ad campaigns can be tricky. I have run quite a few campaigns for B2B SaaS, some see ROI within a few days. But many take longer to optimise. We offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

Feel free to book in a free consultation with us if you'd like some more help or another pair of eyes on your account. We can usually spot a few quick wins that can make a big difference.