u/PointStunning4621

I'm a contract solo marketer helping a father/son bootstrapped SaaS company. The product is an LMS built on open-source Moodle, but packaged for smaller orgs — Moodle partners and comparable platforms run $30K+/year and are built for large enterprises. This is the $100–300/month version of that, striped down with lots of white glove set up.

Positioning: We're targeting B2B SaaS customer success teams first. The core message: "Manual onboarding is costing you — it drains your team's time and lets customers slip into churn. LMS Light takes the training content you already have — the recorded videos, decks, and docs — and turns it into structured, self-serve onboarding. You see exactly where every customer is in the process, so your team saves time and catches churn signals before renewal."

When we ran a small early test with this audience around "stop running manual onboarding," ad engagement suggested the audience was ripe and the message resonated.

The problem: Once we built out the full campaign, our LinkedIn ads are running healthy numbers but we haven't converted a single demo booking from ~$600 in spend. High clicks, high bounce rate.

What I'm trying to figure out: is it the marketing (wrong audience, poor messaging) or something else, possibly fundamental with the product?

Landing page: https://cs-onboarding.lmslight.io