Insights, Marketing
founder of Rocket SaaS
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.
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.
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:
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 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.
Ads alone won’t drive results without a cohesive strategy that includes optimised landing pages tailored to your audience. By aligning your ad messaging with hyper-targeted landing pages, you create a seamless journey for your prospects—building trust, addressing their pain points, and guiding them toward action.
It’s not just about creating ads and landing pages—it’s about learning what works. Use tools like heatmaps and A/B testing to track user behaviour on your landing pages and refine your messaging, design, and calls to action. Small tweaks can lead to big improvements in conversion rates.
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
Insights, Marketing
By Ryan James
