LinkedIn Ads — 762 B2B Leads at $42 CPL

Overview

A 9-month LinkedIn Ads engagement for a B2B SaaS company targeting decision-makers — C-suite, VPs, and Directors — across North America and Europe. LinkedIn’s precise professional targeting made it the highest-quality lead source in their entire marketing stack.

Campaign Results

Strategy Breakdown

Targeting Precision

• Job Title — VP, Director, C-Level, Head of [Department]
• Company Size — 50–500 employees (ideal ICP)
• Industry — SaaS, Tech, Professional Services
• Seniority — Senior, Manager, Director, VP, C-Level only

Ad Formats Used

• Single Image Sponsored Content — thought leadership and case studies
• Lead Gen Forms — pre-filled forms inside LinkedIn (highest CVR)
• Message Ads (InMail) — personalized outreach to warm audiences
• Document Ads — gated whitepapers and research reports as lead magnets

Content Strategy

• Pain-point led headlines (“Still losing deals to…?”)
• Social proof: customer logos, case study stats, testimonials
• Clear value exchange: guide → demo → free trial funnel
• Separate creatives for each persona (CEO vs. Marketing Director)

Why LinkedIn Delivered

$42 CPL for qualified B2B decision-makers — the same leads via outbound sales cost $200+.

• Lead Gen Forms converted at 14.3% (industry avg: 8–10%)
• 31% of leads converted to sales opportunities
• LinkedIn was the #1 source of pipeline for 6 consecutive months

Campaign Screenshots

Campaign Overview & Total Spend — Full dashboard showing $32,000 spend, 890K+ impressions, and 762 total leads generated.

Lead Generation Form Performance — Lead Gen Form converting at 14.3% — above the platform average of 8–10%.

Audience Demographics — Lead breakdown by job title, seniority level, industry, and company size confirming ICP alignment.

Sponsored Content Performance — Engagement metrics for each ad creative including CTR, impressions, and lead volume.

CPL & Pipeline ROAS Tracking — Cost per lead at $42 with 5.2x pipeline ROAS confirmed through CRM integration.

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