The challenge
The recruitment firm had an established network but wanted to create a more predictable digital acquisition channel.
Previous social campaigns focused primarily on broad professional audiences and did not sufficiently distinguish senior decision-makers from lower-intent users.
The objective
Build a targeted LinkedIn lead-generation funnel capable of producing relevant conversations with senior business decision-makers.
Our strategy
We focused on account and role relevance rather than audience size.
Campaigns were structured around:
- Seniority
- Job function
- Industry
- Company characteristics
- Retargeting
- High-intent content
Services involved
- LinkedIn advertising
- B2B lead generation
- Audience targeting
- Landing-page optimization
- Retargeting
- Conversion tracking
Implementation
We:
- Defined ideal customer profiles.
- Built targeted professional audiences.
- Created multiple ad concepts.
- Developed industry-specific messaging.
- Built dedicated landing pages.
- Tested lead-generation formats.
- Introduced website retargeting.
- Improved qualification questions.
- Connected leads with CRM reporting.
Optimisation
Campaigns were evaluated according to qualified lead performance.
Audiences generating engagement but limited commercial conversations were refined, while stronger combinations of job function, industry and messaging were expanded.
Results
During the campaign period:
66% increase in landing-page conversion rate.
28% reduction in cost per qualified lead.
59% increase in qualified B2B enquiries.
Key learnings
- Narrower professional targeting can be more useful than maximising audience size.
- Lead qualification needs to be integrated into campaign optimisation.
Next case study: a sports nutrition equipment brand increase e-commerce conversion by 59% →