← Back to case studies
Case study/ BOXIT
Book a call EA
Case study
BOXIT · Container rental, sales and custom container solutions, Denmark and Sweden

36 website conversions and 12 leads from LinkedIn Ads in 15 months.

BOXIT was known for renting out standard containers and wanted businesses to know it also designs and builds custom container solutions. Over 15 months we ran its LinkedIn Ads end to end, tested every element, and took the campaigns from Denmark to Sweden.

  • 15 months
  • LinkedIn Ads
  • Denmark and Sweden
Services provided
  • LinkedIn Ads
  • Strategy
  • Ad copywriting
  • Campaign setup
  • A/B testing
  • Retargeting
  • Lead forms
  • Reporting

Who we targeted

1Audience

  • Engineers and project managers
  • Production, purchasing and logistics managers
  • Website and ad engagers (retargeting)

Custom containers were targeted by job function and industry. The extra storage campaign called out the job titles directly in the ad text, which worked best.

2Industry

  • Construction and engineering
  • Energy and renewables
  • Maritime
  • Events and outdoor
  • Food production
  • Warehousing

3Company size

  • Any size

4Job titles

  • Engineer
  • Project manager
  • Constructor
  • Production manager
  • Purchasing manager
  • Logistics manager

5Countries

  • DKDenmark
  • SESweden

Ads ran in Danish and Swedish.

The numbers

From awareness to inquiries for custom builds.

All-time results for the custom container campaigns in Denmark, from LinkedIn's ad reporting over 15 months.

4,405

Website clicks

Businesses sent straight to boxit.dk from LinkedIn.

36

Website conversions

Inquiries on the BOXIT website tracked from the ads.

12

LinkedIn leads

From lead forms offering a talk with a container expert.

1.48%

Click-through rate in Sweden

In the first 60 days after launch, about four times the LinkedIn average.

Copy test
5xmore website visits from functionality copy

Listing container types did not work. Describing what a container can do, with ventilation, light and heat built in, drove five times the visits and three of the test's four conversions.

Lists container types · 1.01% CTR27
Describes functionality · 1.81% CTR140

Website visits per ad text in the second month's copywriting test.

ChallengeKnown for boxes, not for custom builds

BOXIT has rented out containers for years, and that is what most people knew it for. Its custom container solutions, built from idea to delivery in its own production, were far less known.

Some buyers even doubted that a rental company could handle complex, custom builds.

The goal: make businesses aware of BOXIT's custom solutions, and turn that attention into inquiries.

SolutionA full funnel, tested month by month

We started with a creative test of images, carousels and videos, then tested five message angles in three lengths. Short, concrete texts about functionality won clearly, and images with people in them performed 26% better than the same images without.

Next we retargeted engaged people with real customer cases, such as a container hotel, and added LinkedIn lead forms that offered a talk with a container expert. A separate campaign for extra storage space called out job titles directly in the ad.

BOXIT produced the creatives with our input on what works on LinkedIn. In month 13 we translated the winning campaigns and launched them in Sweden.

ImpactAwareness that turned into inquiries

In Denmark the custom container ads were shown 1.18 million times and drove 4,405 website clicks, 36 website conversions and 12 LinkedIn leads.

Sweden reached a 1.48% click-through rate in its first 60 days.

Every test fed the next round, from which images to use to which words make engineers click.

How we helped

What we did, and when

From the first creative test to two markets, with a report and an action plan at every step.

  1. Month 1

    Strategy and targeting

    Strategy workshop: engineers, project managers and production, purchasing and logistics managers in the industries that use custom containers.

  2. Month 1

    Launch

    A creative test of images, carousels and videos went live in Denmark. Image ads reached a 1.53% click-through rate against a LinkedIn average of 0.35%.

  3. Months 2 to 13

    Testing and optimisation

    Functionality copy drove five times the website visits of a product list. Then came retargeting with customer cases, an extra storage campaign, lead forms from month 6 and the Swedish launch in month 13.

  4. Month 15

    Results

    1.18 million impressions, 4,405 website clicks, 36 website conversions and 12 LinkedIn leads in Denmark, and a 1.48% click-through rate in Sweden.

Report by report

Website visits grew as the campaigns scaled.

One bar per client report for the Danish custom container campaigns. Report periods vary in length.

Website clicks per report

Clicks to boxit.dk since the previous report.

Website clicks
  1. 264
    Month 21.07%
  2. 301
    Month 30.96%
  3. 639
    Month 61.02%
  4. 687
    Month 81.11%
  5. 1,057
    Month 110.73%
  6. 1,008
    Month 150.69%

How we count. All figures come from LinkedIn's ad reporting, as shown in our client reports from month 2 to month 15. Website conversions are inquiries on boxit.dk tracked from the ads, and the totals are the all-time figures in the final report. Leads are LinkedIn lead form submissions. Click-through rate is clicks divided by impressions. The LinkedIn averages quoted are the benchmarks used in our reports at the time. Each bar covers the period since the previous report, so periods differ in length.

Want LinkedIn Ads that make buyers see you differently?

Tell us who you sell to, and we will show you how we would reach them.

Book a call