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Case study
Erhvervshus Hovedstaden · Business development for small and medium-sized companies, Capital Region of Denmark

945 leads from LinkedIn Ads in 13 months.

Erhvervshus Hovedstaden helps small and medium-sized companies in the Capital Region grow, with impartial advice on strategy, export, digitalisation and sustainability. We ran its LinkedIn Ads with a new theme and e-book every few months, and turned business owners across the region into leads.

  • 13 months
  • LinkedIn Ads
  • Capital Region of Denmark
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy
  • Video and adviser-led ads
  • Monthly reporting

Who we targeted

1Audience

  • Business owners
  • Senior decision-makers
  • Fast-growing companies
  • Website visitors and ad engagers (retargeting)

Audiences built on company size and seniority brought in by far the most leads.

2Industry

  • All industries
  • Manufacturing
  • E-commerce

3Company size

  • 2 to 250 employees

4Job titles

  • Owner
  • CEO
  • C-level
  • Director
  • Decision-maker

5Countries

  • DKCapital Region of Denmark

All ads in Danish.

The numbers

Business owners who clicked, read and signed up.

Results from Erhvervshus Hovedstaden's LinkedIn Ads reports over 13 months.

945

Leads

Business owners and leaders who signed up through the ads, mostly for an e-book.

627

Leads from one e-book

Sign-ups for the growth strategy e-book in just 11 weeks.

30%

Landing page conversion

Of visitors to the strategy e-book page downloaded it, up from 25% on the old page.

59,702

Video views

Views of the video ads in the brand month and the first weeks of the digitalisation campaign.

Ads from the advisers' own profiles
2.73%click-through rate on ads posted from five advisers' profiles

In the brand month we ran ads from the personal LinkedIn profiles of five of the client's advisers, built around real company cases. People clicked on them more than six times as often as the LinkedIn average.

LinkedIn average click-through rate0.44%
Ads from the advisers' profiles2.73%

Click-through rate is clicks divided by impressions, as reported by LinkedIn. The 0.44% average is the benchmark quoted in the reports.

ChallengeA valuable offer that too few business owners knew about

Erhvervshus Hovedstaden helps small and medium-sized companies with strategy, growth, export, digitalisation and sustainability. Many owners did not know it existed, or what it could help them with.

The goal: bring a steady stream of business owners from the Capital Region into contact.

SolutionOne theme at a time, with an e-book worth downloading

We agreed a theme for each period and gave every campaign its own e-book: export first, then growth strategy, a brand month, digitalisation and sustainability. Ads went to owners and senior leaders at companies with 2 to 250 employees, plus retargeting of everyone who had engaged.

Copy and images were built on earlier test results: call out the reader's role, open with a question, show a closed book and say "e-book" rather than "guide". In the brand month we added video and ads from the advisers' own profiles.

ImpactHundreds of business owners reading the e-books

Over 13 months the ads brought in 945 leads across four e-book themes, and the first 7 months alone sent 3,968 visits to the campaign pages. The new strategy e-book page converted 30% of visitors, against 25% on the old page, and the ads from the advisers' profiles reached a 2.73% click-through rate.

627 leads from the strategy e-book in just 11 weeks.

How we helped

What we did, and when

A new theme every few months, each with its own e-book, ads and report.

  1. Month 1

    Strategy and targeting

    Strategy workshop, a theme plan for the year, owner and senior leader audiences in the Capital Region, and conversion tracking.

  2. Month 1

    Launch

    The export e-book campaign went live and brought in 55 leads in its first five weeks.

  3. Months 2 to 12

    Testing and optimisation

    A growth strategy e-book with a new landing page, a brand month with video and adviser-led ads, then digitalisation and sustainability e-books. Images, copy and buttons were tested throughout.

  4. Month 13

    Results

    945 leads across four e-book themes, with 627 from the growth strategy e-book alone.

Month by month

Every theme brought in its own wave of leads.

Leads from each e-book campaign, as reported for that campaign.

Leads by campaign

E-book campaigns, in the order they ran.

Leads
  1. 55
    Months 1 and 2Export
  2. 627
    Months 2 to 4Strategy
  3. 206
    Months 6 to 9Digitalisation
  4. 54
    Month 9Sustainability

How we count. Months are counted from the first campaign, and the 13 months run from the export launch to the last report. All figures come from Erhvervshus Hovedstaden's LinkedIn Ads reports. The 945 leads are the sum of the reported totals for the export campaign (55), the growth strategy campaign (627), the whole digitalisation campaign (206), the first full month of the sustainability campaign (54) and the last report (3). Months with no separate report are not counted, so the true total is at least this high. The 627 strategy e-book leads also match the client's own lead list. Click-through rate is clicks divided by impressions as reported by LinkedIn. Landing page conversion is downloads divided by landing page visits, as stated in the strategy report. Video views are the sum of the brand month and the first digitalisation report. The 0.44% LinkedIn average is the benchmark quoted in the reports.

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