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Case study/ DM Greenkeeping
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Case study
DM Greenkeeping · Lawn care by trained greenkeepers, Denmark

435 website conversions from LinkedIn Ads in 3 months.

DM Greenkeeping wanted to reach high-end homeowners that its Facebook, Instagram and TV ads could not. We built and tested LinkedIn campaigns across audiences, formats and messages, and found what made busy professionals act.

  • 3 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Ad copywriting
  • Campaign setup
  • Audience targeting
  • Creative testing
  • Company Page audit
  • Reporting

Who we targeted

1Audience

  • High-end homeowners
  • Senior professionals
  • Website visitors (retargeting)

We tested the rest of Denmark against the four largest cities side by side. Outside the big cities, the ads delivered more conversions and a higher click-through rate.

2Industry

  • All industries

This was a consumer campaign, so we targeted people by seniority rather than by industry.

3Company size

  • Any size

4Job titles

  • Founder
  • CEO
  • Owner
  • Partner
  • Director
  • Board member

5Countries

  • DKDenmark

All ads ran in Danish.

The numbers

A new channel, tested from every angle.

Results from LinkedIn's own campaign data over 3 months.

435

Website conversions

390 for lawn service, 32 for robot mowers and 13 for local departments.

4,543

Landing page clicks

Homeowners sent straight to the DM Greenkeeping website.

0.99%

Click-through rate

Across all campaigns, 14,233 clicks in total.

1.4M

Impressions

1,438,042 times the ads were shown in Denmark.

Copy test
21conversions from social proof copy, the most of six angles

We tested six message angles in the same campaigns. Telling people that more than 30,000 Danes already use DM Greenkeeping beat every other angle.

Average of the other five angles13
"Social proof" angle21

Website conversions per ad text in the brand awareness campaigns. The other five angles produced 8 to 16 each.

ChallengeReach the homeowners other channels miss

DM Greenkeeping already advertised on Facebook, Instagram and TV. It wanted to reach high-end homeowners in senior jobs, people who are hard to reach on those channels.

Lawn care is seasonal and most orders come in before the summer, so the campaigns had to find what worked fast.

The goal: find out whether LinkedIn can bring homeowners to the website, and which audiences, formats and messages work.

SolutionTest everything, keep the winners

We set up two tracks: brand awareness campaigns for the four largest cities and for the rest of Denmark, and conversion campaigns that retargeted website visitors and promoted the robot mowers.

Every element was tested side by side: image, video and carousel ads, three campaign objectives, and Danish ad texts built on different angles such as time, hassle, the Dragons' Den investment, social proof and biodiversity. Some creatives were switched off after a day.

We also audited the LinkedIn Company Page and gave the team a simple plan for organic posts.

Impact435 conversions and clear answers

In 3 months the ads were shown 1.4 million times, drove 4,543 landing page clicks and produced 435 tracked website conversions, 390 of them for lawn service.

LinkedIn delivered tracked website conversions from homeowners, and the tests showed which ads to scale.

Video ads had the highest click-through rate of the three formats, the audience outside the big cities beat the big cities, and social proof copy produced the most conversions.

How we helped

What we did, and when

From strategy to a full test report in three months.

  1. Month 1

    Strategy and targeting

    Strategy meeting, audience plan and a review of the LinkedIn Company Page with clear improvements.

  2. Month 1

    Launch

    Image, video and carousel ads went live for the four largest cities and the rest of Denmark, in Danish.

  3. Month 2

    Testing and optimisation

    Website visit and conversion campaigns joined, with retargeting and dedicated robot mower ads, plus a second round of ad texts.

  4. Month 3

    Results

    A full report on every test and an action plan for reaching business customers. In total: 1.4 million impressions, 4,543 landing page clicks and 435 website conversions.

Test by test

What the tests showed.

Click-through rate for each ad format. Video earned the most clicks per impression.

Click-through rate by ad format

All campaigns, test period.

Click-through rate
  1. 0.99%
    Image
  2. 1.16%
    Video
  3. 0.76%
    Carousel

How we count. All figures come from LinkedIn's own campaign data, as shown in our final results report. Conversions are website conversions tracked by LinkedIn's conversion tracking on the website, split by lawn service, robot mower and department. LinkedIn cannot track every conversion, so the real number is likely higher. Click-through rate is clicks divided by impressions. The format and message tests cover the test period of about eight weeks.

Want to know if LinkedIn Ads can work for you?

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