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What did ChatGPT say? Did you ask it to evaluate your landing page and/or ask for recommendations to improve conversion rates? It actually does quite a good job with both in my experience.
You need to hire someone well-versed in B2B advertising (preferably with lots of experience) because B2B isn’t easy. The person you have isn’t it.
There are a number of things wrong with your landing page and I’m sure with the campaign setups.
Based on the Google Paid Search CTR, I imagine that they’re bidding on Broad Match keywords. I would highly advise against doing so. You need to be very strict with your keyword selection and I would advise using Exact Match – yes, the CPCs will be high for your industry but the traffic will be more relevant and more likely to convert.
You’re likely wasting your money on LinkedIn Ads. If you’re going to use LinkedIn, use a lead magnet (like a whitepaper or ebook) and keep the conversions on LinkedIn itself. I advise using Document Ads combined with a Lead Gen form. It doesn’t sound like your budget is high enough though to justify using LinkedIn at all so I would likely stick with Google Paid Search for now.
