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CHISA · Project management software for contractors, Denmark

76 inbound leads from LinkedIn Ads in 19 months.

CHISA makes software that gives contractors control of project finances, change orders and documents. We ran its LinkedIn Ads for 19 months, with video, webinars and lead forms aimed at decision-makers and project managers at Danish contractors.

  • 19 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Lead forms and retargeting
  • Webinar sign-up campaigns
  • Video and image ads
  • Ad copy and monthly reporting

Who we targeted

1Audience

  • Decision-makers at contractors
  • Project and site managers
  • Target company list
  • Ad and video engagers (retargeting)

In month 1 we tested two audiences. Job titles plus industry beat seniority plus industry by a wide margin.

2Industry

  • Construction
  • Main contractors
  • Turnkey contractors

3Company size

  • Medium and large companies

4Job titles

  • CEO
  • CFO
  • Project director
  • Head of accounting
  • Project manager
  • Site manager
  • Controller

5Countries

  • DKDenmark

All ads in Danish.

The numbers

Contractors who watched, clicked and asked to talk.

Results from CHISA's LinkedIn Ads reports and lead form records over 19 months.

44

Demo and contact requests

People who filled in a lead form to book a demo or talk to CHISA.

32

Webinar sign-ups

Sign-ups to CHISA's demo webinars, straight from the ads.

0.83%

Click-through rate

Average across all campaigns, about three times the LinkedIn average.

1,183,385

Impressions

Times the ads were shown to the target audience, with 10,972 interactions.

One headline change
5.15%click-through rate on the webinar ads

Late in the first webinar campaign we added "Last day to sign up" to the headline. The ads were already well above average, and the click-through rate still jumped by more than half.

Best webinar ad before3.31%
With "Last day to sign up"5.15%

Click-through rate is clicks divided by impressions, as reported by LinkedIn for the same webinar ad.

ChallengeA strong product in a market that runs on spreadsheets

CHISA Project gives contractors one place for budgets, change orders, progress statements and legal documents, linked to their finance system. Many project managers still kept their own spreadsheets next to the accounts, with agreements buried in email. CHISA wanted more contractors to know the product, and had a new e-signature feature to launch.

The goal: build awareness among Danish contractors and turn it into demo requests.

SolutionTest the creative, then give people a reason to raise their hand

We started with image and video ads to two audiences, plus a lead form campaign for e-signature. Video won clearly, and so did copy about saving "a working day a week" rather than a percentage. From there we ran demo webinars with subtitled videos that called out "contractors in construction" directly, and lead forms to book a demo or just have a chat.

Everyone who watched or clicked was retargeted with demo offers. Later we added a list of target companies, fresh images and new copy, so the ads did not go stale over 19 months.

ImpactA steady flow of contractors asking for a demo

The ads were shown 1,183,385 times and sent 1,054 clicks to CHISA's website, at an average click-through rate of 0.83%. They brought in 44 demo and contact requests and 32 webinar sign-ups. CHISA's own follow-up notes record a booked meeting or demo with at least 10 of the people who asked to talk.

76 inbound leads, with leads coming in for 18 of the 19 months.

How we helped

What we did, and when

Creative tests first, then webinars, then retargeting and demo offers.

  1. Month 1

    Strategy and targeting

    Strategy meeting on buyers, pains and offers. Audiences built on job titles, seniority and the construction industry, aimed at main and turnkey contractors.

  2. Month 1

    Launch

    Brand awareness ads with images and video went live, plus a lead form campaign for the new e-signature feature. The first lead came in within the month.

  3. Months 2 to 9

    Testing and optimisation

    Image, video and copy tests, then demo webinars with subtitled video. The best video ad reached 1.62% click-through, and video completion rose from 1.12% to 3.93%.

  4. Month 19

    Results

    1,183,385 impressions, 1,054 website clicks, 44 demo and contact requests and 32 webinar sign-ups.

Month by month

The webinars brought the biggest spikes.

Demo and contact requests and webinar sign-ups for each month, with the monthly total.

Inbound leads from LinkedIn lead forms

All campaigns, by month.

Demo and contact requestsWebinar sign-ups
  1. 10
    M11
  2. 20
    M22
  3. 10
    M31
  4. 20
    M42
  5. 415
    M519
  6. 70
    M67
  7. 216
    M718
  8. 31
    M84
  9. 10
    M91
  10. 20
    M102
  11. 20
    M112
  12. 10
    M121
  13. 10
    M131
  14. 00
    M140
  15. 60
    M156
  16. 20
    M162
  17. 30
    M173
  18. 30
    M183
  19. 10
    M191

How we count. Months are counted from launch. Demo and contact requests and webinar sign-ups are every dated LinkedIn lead form submission in CHISA's two lead records, counted by month; a few people submitted more than once and are counted each time. The 76 inbound leads is the sum of the 44 requests and the 32 sign-ups. Booked meetings come from CHISA's own follow-up notes on each request. Impressions, interactions, website clicks and the 0.83% average click-through rate are the all-time figures in the final LinkedIn Ads report, and "about three times the LinkedIn average" is the comparison stated in that report. Click-through rate is clicks divided by impressions. The headline test and the video completion rates come from the monthly reports.

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