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Goodwings · Net Zero business travel for companies, Nordics, the Netherlands and the UK

377 leads from LinkedIn Ads in 7 months.

Goodwings helps companies travel for business with Net Zero in mind. We ran its LinkedIn Ads in five countries, found that a short Net Zero travel guide was what sustainability managers wanted, and turned that into a steady flow of leads.

  • 7 months
  • LinkedIn Ads
  • 5 countries
Services provided
  • LinkedIn Ads
  • Audience testing
  • Account-based targeting
  • Guide and webinar lead forms
  • Video ads and retargeting

Who we targeted

1Audience

  • Sustainability managers
  • Office managers
  • Directors and above
  • CEOs and CFOs
  • Companies with public climate commitments

Company lists came from B Corp, 1% for the Planet, SME Climate Hub, We Mean Business and GoodJobs.

2Industry

  • Management consulting
  • IT and services
  • Financial services
  • Civil engineering
  • Design

The five industries that brought in the most leads, out of 17 we targeted.

3Company size

  • Companies on climate lists

4Job titles

  • Sustainability Manager
  • Office Manager
  • Director
  • CEO
  • CFO

5Countries

  • DKDenmark
  • NONorway
  • SESweden
  • NLNetherlands
  • UKUnited Kingdom

All ads in English.

The numbers

Hundreds of leads who asked to learn about Net Zero travel.

Results from Goodwings' LinkedIn Ads reports over 7 months.

377

Leads

People who filled in a LinkedIn lead form for the guide, the webinar or a video offer.

1,500

Lead form opens

Times someone clicked an ad and opened the sign-up form.

0.52%

Click-through rate

On the Net Zero travel guide ads in the first 2 months, against a 0.35% average.

866,000

Impressions

Times the ads were shown across five countries, with 10,500 clicks.

Company lists beat a broad audience
37leads from directors at companies on climate lists

We built lists of companies that had made public climate commitments and showed the guide to their directors. The same job level in a broad audience gave 5 leads over the same period.

Directors, broad audience5
Directors, company lists37

Leads from LinkedIn lead forms for each audience, from launch to the mid-point report in Month 4.

ChallengeFive markets and a new way to think about business travel

Goodwings sells Net Zero business travel to companies. The people who care most about it sit in different roles: sustainability managers, office managers and the leaders who sign off. Many of them did not know Goodwings yet.

The goal: turn those people into leads in five countries at once.

SolutionTest everything, then back the winner

In the first month we tested audiences, videos, images and messages side by side, with a webinar and video offers as the reasons to sign up. In month 2 we added a short Net Zero travel guide. Retargeting kept Goodwings in front of everyone who engaged.

The one-page Net Zero travel guide won clearly, so we made more versions of it and tested colours and layouts. We then built company lists from climate networks such as B Corp and SME Climate Hub, added a funnel with video at the top and lead forms at the bottom, and ran message ads to sustainability managers on those lists.

ImpactA steady flow of leads from the right roles

Over 7 months the ads were shown 866,000 times, opened the sign-up form 1,500 times and brought in 377 leads. The guide ads reached a 0.52% click-through rate against a 0.35% average, and Month 4 alone delivered 100 leads.

Directors at companies on climate lists gave 37 leads, against 5 from a broad audience.

How we helped

What we did, and when

Broad tests first, then more of what worked, with a report at each stage.

  1. Month 1

    Strategy and targeting

    Five countries, audiences for sustainability managers, office managers and leadership, and a test plan for creative, messages and sign-up offers.

  2. Month 1

    Launch

    Webinar and video ads went live with LinkedIn lead forms, plus retargeting. The guide followed in month 2. After 2 months: 63 leads, 45 of them from the guide.

  3. Months 2 to 4

    Testing and optimisation

    New guide designs, company lists from climate networks, a video-to-lead-form funnel and message ads. Month 4 brought in 100 leads.

  4. Month 7

    Results

    377 leads, 1,500 lead form opens, 10,500 clicks and 100,000 video views of at least a quarter of the video.

Month by month

Leads kept coming in across all three report periods.

Lead form opens and leads for each report period, with the share of opened forms that became a lead.

Lead form opens and leads

All campaigns, by report period.

Lead form opensLeads
  1. 780211
    Months 1 to 327.1%
  2. 383100
    Month 426.1%
  3. 33766
    Months 5 to 719.6%

How we count. Months are counted from the first campaign. All figures come from Goodwings' LinkedIn Ads reports: a review after 2 months, a mid-point report after Month 4 and a final evaluation after Month 7. Leads are completed LinkedIn lead forms. Month 4 figures are stated in the mid-point report; the other periods are the differences between report totals. The final evaluation gives totals in round numbers, so the Months 5 to 7 lead form opens are approximate. Form completion is leads divided by lead form opens. Click-through rate is clicks divided by impressions, and the 0.35% average is the benchmark quoted in the 2-month review.

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