SaaS ads not converting? Here’s my #1 tip.

Are your Google Ads, LinkedIn Ads or Meta Ads not bringing you an ROI? Or have you tried ads in the past and given up?

In this week’s blog, I will try to help you turn that around, focusing on dedicated ads and landing pages for each of your target audiences.

When ads go wrong, most people blame the ad creatives, targeting or technical setup. Truth be told, this is the easiest bit! It’s often the landing pages where you have the biggest opportunity to turn poor ad campaigns into lead-generating machines.

If your CPC and click-through rates are good, then it’s likely that your landing pages are the problem.

The main problem I see with ads and landing pages

With ads, you have the incredible power of being able to drive hype-specific traffic to a particular web page. I see plenty of ads with good creatives and targeting, but they drive traffic to landing pages with broad targeting.

This is what is happening in your customer’s mind:

The more targeted your ads and landing pages are, the more leads you’ll get.

So, how to start?

First, list out your different target audiences. Job title, industry, company size and pain point typically work well, but feel free to add more.

Here’s one example:

• Job title: HR managers
• Industry: Recruitment
• Company size: 50 – 250 headcount
• Pain point: How long the hiring process takes

You should easily be able to create 10 of these, minimum.

You now want to create a set of ads dedicated to this audience. Don’t stop here. Create a landing page with content that speaks to this exact audience and their pain point.

You want to create a seamless experience for your audience. Whatever content enticed them to click on the ad should continue to be expressed on the landing pages.

Here’s an example targeted ad and landing page

Here’s an example that we’ve used at Rocket SaaS to great effect. This is one of our top-performing ads and landing page combos.

The targeting is CMOs of small SaaS companies considering hiring another in-house marketer. This is the ad:

It drives people to this landing page.

The landing page is a continuation of the ad messaging. The messaging is still hyper-targeted to the audience, but it dives deeper into the pain point and offers a solution. It’s a seamless experience from the ad to the landing page.

Click here to view the full landing page.

Give your ads the landing pages they deserve!

Don’t judge your ads on the ad performance alone. Give your ads the landing pages they deserve!

Learn what converts and optimise.

Need help designing, writing and building ads and landing pages? That’s precisely what we do at Rocket SaaS. Send an email if you’re thinking of working with us; it will come directly to me.