Digital Ads


Role: strategy & execution

Results: $8.5MM pipeline generated > 550K spend > 10.1K leads > 2.6MM video views. CPL is 460% below industry average.

LinkedIn advertising is my bread and butter. It’s a little bit of a niche if you’re a Google Ads diehard, but I believe this is the best way to reach professionals who have buying intent.

A few years ago I asked for $1000 and some trust on LinkedIn. Our paid social program now brings in over 25% of our quarterly leads, and that number is growing.

Strategic overview: When researching LinkedIn as an advertising channel, I discovered a few key insights that were critical in long term success.

  1. Focus on Top of Funnel + native form fills
    • With purchase cycles of 6+ months and typical deals ranging in the 6 to 7 figure range, construction and architecture firms weren’t ready to hop on a demo. We brought leads into the fold with TOF content and nurtured them with podcasts, technical articles, free resources and more.
  2. Target user groups
    • Yes, no one uses groups on LinkedIn. There aren’t any other good targeting options for interest and areas of engagement on LinkedIn. Groups are an indicator of what a person actually cares about.

That’s the main overview. The rest comes down to a/b testing, killer creative, and continuous adjustments.