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Case study
KomDigital · Tech courses for small and medium-sized companies, Denmark

210 leads from LinkedIn Ads in 15 months.

KomDigital gives Danish companies tailored courses in AI, IoT, UX and machine learning, taught with tech experts from DTU and funded by the European Social Fund. We ran its LinkedIn lead form ads and filled its list with companies that wanted to take part.

  • 15 months
  • LinkedIn Ads with lead forms
  • Denmark
Services provided
  • LinkedIn Ads
  • Audience targeting
  • Ad copy and images
  • Lead forms
  • Audience and creative testing

Who we targeted

1Audience

  • Business owners
  • Senior decision-makers
  • Small and medium-sized companies in Denmark

We tested narrow and broad audiences, then audiences with the wrong company sizes left out, and an owners-only audience.

2Industry

  • All industries

The courses are open to any sector. Company size and ownership decide who can take part.

3Company size

  • 10 to 250 employees

4Job titles

  • Owner
  • Senior leader

5Countries

  • DKDenmark

One early audience focused on the Capital Region. The last campaign covered the whole country. All ads in Danish.

The numbers

Companies raising their hand for a free tech course.

Results from KomDigital's own lead list over 15 months.

210

Leads

People who filled in the lead form in a LinkedIn ad.

97

Approved companies

Leads checked and approved as companies that could join the programme.

46%

Approval rate

Of all leads were approved as eligible, across the full 15 months.

55

Leads in month one

The first campaign brought in 55 leads in its first month.

Better leads, not just more leads
72%of leads from the last campaign were approved

After a year of audience and image tests, the last campaign ran nationwide with new images. Almost three in four of its leads were companies that could join, against just over one in three in the first campaign.

First campaign, months 1 and 237%
Last campaign, months 13 to 1572%

Approval rate is approved leads divided by all leads from that campaign: 33 of 90 in the first campaign and 23 of 32 in the last.

ChallengeA free course that only the right companies can join

KomDigital is fully funded by the European Social Fund, so its courses are free for the companies that take part. But not every company can join. It has to be registered in Denmark, the right size and not part of a large group. Sole traders and large groups do not qualify.

The goal: a steady flow of eligible companies asking to join.

SolutionLead form ads, tested until the right companies replied

We ran LinkedIn ads in Danish with a lead form built in, so a company could sign up without leaving LinkedIn. The first campaign tested a narrow audience, a broad audience and one in the Capital Region with more senior levels added.

Through the next year we left out the company sizes that could not join, tested a third audience and an owners-only audience, and tested carousel ads against single images. Each round kept the best ad from the last one and added new images. The last campaign ran across the whole country.

ImpactHundreds of sign-ups, and more of them eligible

Over 15 months the ads brought in 210 leads. Leads were checked against the programme rules, and 97 were approved as companies that could join the programme. The share of approved leads rose from 37% in the first campaign to 72% in the last.

Nearly three in four leads from the last campaign were a fit.

How we helped

What we did, and when

Three rounds of lead form campaigns, each built on what worked in the last.

  1. Month 1

    Strategy and targeting

    We set up the lead form and built narrow, broad and Capital Region audiences of owners and senior leaders at Danish companies.

  2. Month 1

    Launch

    The first campaign went live and brought in 55 leads in its first month and 90 in two months.

  3. Months 5 to 12

    Testing and optimisation

    A second round of campaigns tested audiences without the wrong company sizes, an owners-only audience, carousel against single image ads, and the best ad from each round against new images.

  4. Months 13 to 15

    Results

    A nationwide campaign with new images. 72% of its leads were approved, and the total reached 210 leads and 97 approved companies.

Month by month

Fewer wasted leads as the campaigns improved.

Leads and approved companies for each month, with the share of leads that were approved.

Leads and approved companies

All campaigns, by month. No leads came in during months 3 and 4.

LeadsApproved companies
  1. 5518
    Month 133%
  2. 3515
    Month 243%
  3. 94
    Month 544%
  4. 249
    Month 638%
  5. 179
    Month 753%
  6. 178
    Month 847%
  7. 74
    Month 957%
  8. 126
    Months 10 to 1250%
  9. 64
    Month 1367%
  10. 1510
    Month 1467%
  11. 1310
    Month 1577%

How we count. Months are counted from the first campaign. All figures come from KomDigital's lead list, where every LinkedIn lead form sign-up is one row with a date, so a person who signed up twice counts twice. Approved companies are leads marked as approved in the list after a check against the programme rules. Approval rate is approved leads divided by all leads. Totals and rates are our own sums of the rows in the list. Months 10 to 12 are combined because few leads came in over the summer.

Need more of the right companies to sign up?

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