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Case study
Invoicery · Invoicing for freelancers without their own company, Denmark

1,131 website visits from LinkedIn Ads in 10 months.

Invoicery lets freelancers send invoices and get paid without registering a company. We ran its LinkedIn Ads for 10 months, tested creative and copy against two freelancer audiences, and retargeted everyone who engaged with animated video ads.

  • 10 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Ad graphics and copy
  • Animated video ads
  • Retargeting
  • Monthly reporting

Who we targeted

1Audience

  • Self-employed people in creative and professional fields
  • People with a freelance job title
  • Website, page and ad engagers (retargeting)

Both audiences were adjusted after each report: industries and titles that did not respond were removed, and the title audience was widened to reach more freelancers.

2Industry

  • Marketing and advertising
  • Design
  • IT and software
  • Consulting
  • Media and photography
  • Training and coaching

3Company size

  • Self-employed

4Job titles

  • Freelancer
  • Freelance designer
  • Freelance consultant
  • Freelance copywriter
  • Freelance developer
  • Project manager

5Countries

  • DKDenmark
The numbers

Freelancers saw the ads and clicked through.

Results from Invoicery's LinkedIn Ads reports over 10 months.

1,131

Website visits

Clicks from the ads through to Invoicery's site.

581

Full video views

People who watched an animated retargeting video to the end.

0.67%

Click-through rate

Industry audience over the full period, against a 0.35% LinkedIn average.

615,419

Ad impressions

Times the ads were seen, plus 396 visits to Invoicery's LinkedIn page.

First month against the benchmark
1.73%click-through rate, freelance title audience

We tested ten images on both audiences from day one. A smiling face, a simple question such as "Want to be a freelancer?" and short customer quotes did best, and clicks came in at almost five times the LinkedIn average.

LinkedIn average click-through rate0.35%
Invoicery, freelance titles, month 11.73%

Click-through rate is clicks divided by impressions, as reported by LinkedIn.

ChallengeA smart idea that freelancers needed to hear about

Invoicery solves a real problem: freelancers can take on work and get paid without the cost and admin of starting a company. But the people who need it are spread across dozens of industries.

The audience is hard to pin down, since many freelancers do not call themselves freelancers on LinkedIn.

The goal: build awareness among Danish freelancers and bring them to the sign-up page.

SolutionTwo audiences, constant testing, then video

We ran awareness campaigns to two audiences: self-employed people in creative and professional industries, and people with a freelance job title. Ten images were tested on both, then six texts built on three messages, long and short.

For the industry audience, longer texts and the plain "Want to be a freelancer?" message won. We adjusted both audiences after each report and added five animated videos with voiceover to retarget everyone who had visited the site, the LinkedIn page or engaged with the ads.

ImpactAwareness that turned into visits

Over 10 months the ads were seen 615,419 times and sent 1,131 visits to Invoicery's website and 396 to its LinkedIn page. 4,850 people watched at least a quarter of a video and 581 watched to the end.

Both audiences beat the 0.35% LinkedIn average for click-through rate, in the first month and over the full 10 months.

How we helped

What we did, and when

Creative tests first, copy tests next, then video retargeting for everyone who engaged.

  1. Month 1

    Strategy and targeting

    Two freelancer audiences built: one by industry, one by freelance job title. Ten ad images designed.

  2. Month 1

    Launch

    Awareness campaigns went live. Click-through rates reached 1.41% and 1.73% in the first month.

  3. Months 2 to 5

    Testing and optimisation

    Six-text copy test, monthly audience refinement, and five animated videos with voiceover produced for retargeting.

  4. Month 10

    Results

    615,419 impressions, 1,131 website visits and 581 full video views, with both audiences above the LinkedIn average.

Month by month

Both audiences stayed above the LinkedIn average.

Click-through rate for each audience in each report, against the 0.35% LinkedIn average.

Click-through rate by audience

Percent, by reporting period.

Industry audienceFreelance title audience
  1. 1.41%1.73%
    Month 10.35%
  2. 0.60%0.59%
    Month 20.35%
  3. 0.67%0.42%
    Months 1 to 100.35%

How we count. Months are counted from the first campaign. All figures come from Invoicery's LinkedIn Ads reports: one after month 1, one after month 2 and a final report covering all 10 months. Click-through rate is clicks divided by impressions, as reported by LinkedIn, and the 0.35% LinkedIn average is the benchmark quoted in the reports. Website visits, LinkedIn page visits and video views are totals across all campaigns, including retargeting.

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