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Hey. A lot of my experience is in custom software development, so I can give some insights.
First, 1179 clicks with just 3 thousand dollars spent is not even 3 dollars per click. That’s extremely low for your niche. Is that in Google ads alone? I didn’t research your company but I suppose that you develop software is that right, namely for Salesforce? Those keywords in the states (I assume it’s the United States the location you are using) can be above 300$ a click but in average I never had less than 40$, for keywords like custom software development services or any other software related keyword. I assume the same goes for any Salesforce related consulting for enterprise kws!
So I will take a guess and say that you have search partners activated which makes your company waste a lot of money in junk traffic. This is just a guess I would need to look at the account. Nevertheless, without knowing more and your bidding strategy, even at maximizing clicks you should have higher CPC. The CPAs for this type of market is very high generally.
I will be blunt. I am not the biggest fan of your landing page. I am looking at it in mobile and I feel you have better information in the way you start your homepage than your landing page. You should give context, then try to acquire the data. And the structure of the page itself visually it’s not the most appealing. And that counts as well. I would try to make something like
– Title/H1
– description
-small form (for anyone that converts after reading your description without the need to know more)– then some form of trust. I usually use a logo marquee.
– your services description (with CTA)
– case studies
– another contact form
– footer.
This is a very simplistic set up but it’s more or less what I usually do. I also tend to use a chatbot for people that want to “talk” before converting. I got some leads that way.
But the design COUNTS. Particularly in a market where you are saying you will build them something digital. If that’s your front door…
The conversion tracking if it’s set up correctly (you said Google ads conversion tracking so I assume you are using tag manager) seems all right.
For LinkedIn the same strategy applies but it’s also very expensive, while much more targeted. I find the conversion rates a little lower there, I do prefer to use Google ads to capture existing demand. Your CTR for LinkedIn is actually pretty good, but I would need to see your audience, you might be targeting a lot of irrelevant people. But LinkedIn tends to work better with organic thought leadership content, and I am glad to see you are already doing that 🙂
But believe me, you are not alone, B2B, and the software development market, is DIFFICULT. Like very difficult. You should find a very well versed B2B mkt manager. I don’t want to second guess your marketing manager, but that landing page by itself tells me that he is a little bit out of its depth, because it would never ever be approved by someone with experience.
I would also do a little bit of work in your website. It needs a revamp visually. It uses some design styles that look outdated to me.
