3,100
Ad clicks
98% of them from people in the target industry.
ChallengeA specific audience that had to know the name first
Kontolink sells to bookkeepers and accountants. They spend a lot of time chasing clients for missing receipts and get squeezed before every deadline. New rules on digital receipts were on the way, and many of them assumed a new tool would be as hard to use as the ones they had tried before. New customers mostly came from cold calls.
The goal: get Danish bookkeepers and accountants to know Kontolink, then turn that attention into leads.
SolutionTest every element, then build on what the audience liked
We built audiences of bookkeepers and accountants and launched awareness ads with images and short videos of the co-founder. In the first month of ads, video beat images, and short videos beat long ones. In the next month we tested four copy angles. Short copy that called out bookkeepers and accountants by name, and copy about the new bookkeeping rules, won clearly.
With a retargeting audience in place we added lead forms, a webinar offer and an intro booking, and held a video day to film new ads. In total we tested graphics, copy, headlines, video lengths, lead forms, offers, campaign objectives and landing pages. Because the audience was small, we watched closely for ad fatigue and kept trimming it for relevance.
ImpactThe target audience saw the ads, many times
Over 6 months the ads were shown 225,000 times and reached 11,000 bookkeepers and accountants. They got 3,100 clicks, 98% of them from the target industry, and 36,000 video views started, with 3,400 watched to the end. The click-through rate was 1.36% overall, against a 0.44% LinkedIn average, and the retargeting audience grew from 900 to 4,000 people.
A click-through rate three times the LinkedIn average, from one narrow professional audience.