Case study

Lapee · Female urinals for events and toilet rental, Europe and North America

18,431 ad clicks from LinkedIn Ads in 12 months.

Lapee makes a urinal for women, built for festivals, sports events and toilet rental fleets. We ran its LinkedIn Ads for a year and got event and rental professionals to click at five times the LinkedIn average.

12 months
LinkedIn Ads
Europe and North America

Services provided

LinkedIn Ads
Strategy and targeting
Ad copy and headlines
Creative testing
Lead forms and retargeting

Who we targeted

1Audience

Festival and event organisers
Sports event organisers
Toilet rental companies
Ad engagers (retargeting)

Main focus on events, with toilet rental companies as a second audience.

2Industry

Music and events
Sports events
Portable toilet rental

3Company size

Named target company lists

Lists were researched and updated as the work went on.

4Job titles

Directors in the event industry
Senior roles by job function
Toilet rental decision makers

5Countries

EUEurope
NANorth America

All ads in English.

The numbers

Event and rental professionals who stopped, clicked and got in touch.

Results from Lapee's LinkedIn Ads reports over 12 months.

Inbound leads

Event and toilet rental companies that filled in a lead form in the first 7 months.

3,330

Site visits

Clicks from the ads to Lapee's website.

2.21%

Click-through rate

Across all 12 months, five times the 0.44% LinkedIn average.

833,249

Impressions

Times the ads were shown to the target audiences.

Click-through rate, month 1 to the final months

3.47%click-through rate, up from 1.63%

We tested pictures, videos, texts and headlines for each industry and kept what won: authentic pictures with several people in them, videos that show the product in use and short texts that open with a statement. With new pictures and industry tailored texts in the last months, the click-through rate more than doubled.

Month 1, first campaigns1.63%

Months 10 to 12, after testing3.47%

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

ChallengeA new product in a market that buys at conferences

People appreciate Lapee once they have used it, but new customers mostly came from industry conferences. To grow, Lapee needed event organisers and toilet rental companies across many countries to know the product and ask about it.

The goal: make Lapee known to the people who plan toilets for events, and turn that attention into enquiries.

SolutionSeparate campaigns for each industry, tested piece by piece

We built audiences for music and event companies, sports events and toilet rental, using job roles and researched lists of named companies. Lapee supplied pictures and videos, and we wrote the texts and ran the campaigns.

Every element was tested: pictures, videos, texts, headlines and lead form offers. In the event campaigns, showing the full product lifted results by 124% on average, pictures with several people by 69%, and a message about cutting long toilet queues lifted picture ads by 20%. We added lead forms for people who had already engaged, and in the final months we tailored pictures and texts to each industry again.

ImpactAttention that turned into clicks and enquiries

Over 12 months the ads were shown 833,249 times and clicked 18,431 times, sending 3,330 visits to Lapee's site. The click-through rate averaged 2.21% against a 0.44% LinkedIn average, and climbed from 1.63% in month 1 to 3.47% in the final months.

18 inbound leads from event and toilet rental companies in the first 7 months.

How we helped

What we did, and when

Awareness first, then lead forms, then sharper creative for each industry.

Before launch
Strategy and targeting
Strategy meeting, three industry audiences and researched lists of event and rental companies.
Month 1
Launch
Picture and video ads went live to all three industries, with a first click-through rate of 1.63%.
Months 2 to 11
Testing and optimisation
Picture, text, headline and lead form tests. Lead forms for engaged audiences, one campaign for all industries from month 7, and tailored industry campaigns again from month 10.
Month 12
Results
18,431 ad clicks, 3,330 site visits and a 3.47% click-through rate in the final months.

Month by month

The click-through rate kept rising as the tests paid off.

Ad clicks and site visits for each reporting period, with the click-through rate.

Ad clicks and site visits

All campaigns, by reporting period.

Ad clicksSite visits

2,265331
Month 11.63%
5,9031,031
Months 2 to 42.11%
1,648309
Months 4 and 51.86%
2,485419
Months 5 and 62.43%
2,424448
Months 6 and 72.17%
2,485544
Months 7 to 103.26%
1,221248
Months 10 to 123.47%

How we count. Months are counted from the launch of the main campaigns, and the 12 months run to the last report. All figures come from Lapee's seven LinkedIn Ads reports, which each cover a period of about one to three months, labelled here by the months they mostly fall in. Impressions, ad clicks and site visits are the sums of the seven reports. Click-through rate is clicks divided by impressions as reported by LinkedIn, and the 2.21% average is total clicks divided by total impressions. Leads are lead form submissions, as counted in the reports up to month 7. The 0.44% LinkedIn average is the benchmark quoted in the reports.

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