The Challenge
A B2B SaaS company was generating leads through LinkedIn Ads but at a cost-per-lead of $285 — well above their target of $150. Their campaigns were targeting broad job titles with generic messaging, and they had no retargeting strategy. The marketing team was frustrated with the performance and considering abandoning LinkedIn Ads altogether.
Our Solution
CleverBoss restructured their LinkedIn campaign strategy with a full-funnel approach. We created highly specific audience segments by job title, company size, and industry vertical. We developed tailored messaging for each segment addressing their specific pain points. We implemented a content-first approach — offering valuable resources (whitepapers, webinars) rather than direct product pitches — and built a retargeting sequence for engaged prospects.
The Results
Within 60 days, cost-per-lead dropped from $285 to $193 — a 32% reduction. Lead quality improved significantly, with sales-qualified lead rate increasing from 18% to 31%. The content-first approach generated 3x more top-of-funnel engagement, building a larger retargeting pool for future campaigns.
Quick Facts
Client
B2B Software Company
Industry
B2B
Service
Paid Social
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