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Case study
LivingBetter · Ventilation windows and energy recovery, Denmark

1,125 website visits from LinkedIn Ads in 11 months.

LivingBetter makes ventilation windows that warm up fresh air before it enters the room, with a heat pump that recovers the energy. We ran its LinkedIn Ads to the architects, engineers, contractors and building owners who decide what goes into a building, and sent a steady stream of them to its website.

  • 11 months
  • LinkedIn Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy and graphics
  • Video production
  • Retargeting and lead forms

Who we targeted

1Audience

  • Architects
  • Consulting engineers
  • Contractors
  • Developers and building owners
  • Website visitors and ad engagers (retargeting)

Each group had its own campaign, built from job titles and a list of leading firms, with interns left out.

2Industry

  • Architecture
  • Engineering consultancy
  • Construction
  • Housing associations and property owners

3Company size

  • All sizes

Targeted by job title and employer, not company size.

4Job titles

  • Architect
  • Senior Architect
  • Consulting Engineer
  • Structural Engineer
  • Contractor
  • Construction Manager
  • Director of Construction

5Countries

  • DKDenmark

All ads in Danish.

The numbers

Building professionals who saw the ads, clicked and came to the website.

Results from LivingBetter's LinkedIn Ads reports over 11 months.

1,125

Website visits

Visits from the ads to LivingBetter's website.

108

Contact and form clicks

Visitors who clicked the website's contact button (69) or opened the free project assessment form (39).

0.66%

Click-through rate, architects

Image ads to architects over the full period, against a 0.35% LinkedIn benchmark.

683,819

Ad impressions

Times the ads were shown across the four audiences, retargeting and a trade fair campaign.

Retargeting video vs LinkedIn benchmark
2.03%click-through rate on retargeting video ads

We filmed eight videos in one day and showed them to people who had already visited the website or engaged with the ads. The best video reached 2.34%, and 728 people watched a video to the end.

LinkedIn benchmark0.35%
LivingBetter retargeting video2.03%

Click-through rate is clicks divided by impressions, as reported by LinkedIn. The benchmark is as quoted in the reports.

ChallengeA new kind of solution, and many people who must say yes

Before a developer picks LivingBetter, the architect, the consulting engineer and the contractor all need to be on board. They want documentation and calculations, and many are skeptical that a window can ventilate a home and save energy at the same time.

The goal: make LivingBetter known to every group that advises on a building, and get them to look closer.

SolutionOne campaign per decision maker, tested message by message

We set up four always-on awareness campaigns, one each for architects, consulting engineers, contractors and building owners, and tested images and copy for each. A test of eight texts across four angles showed what worked: lower energy costs, not lower energy use, and no lowered ceilings or ventilation ducts.

Light images beat dark ones, and architects and engineers responded best when the ad named them directly. We added a free project assessment offer, ran a trade fair campaign, filmed a video day, and from month 9 showed retargeting videos with a LinkedIn lead form.

ImpactSteady traffic from the people who shape building projects

Over 11 months the ads were shown 683,819 times and sent 1,125 visits to LivingBetter's website, plus 348 visits to its LinkedIn page. Every audience beat the 0.35% LinkedIn benchmark, with architects at 0.66%. Visitors clicked the contact button 69 times and opened the free assessment form 39 times.

Retargeting video ads reached a 2.03% click-through rate, almost six times the LinkedIn benchmark.

How we helped

What we did, and when

Awareness to four audiences from month 1, copy tests over the summer, a free assessment offer in the autumn, then retargeting video.

  1. Month 1

    Strategy and targeting

    Strategy workshop, four audiences built from job titles and leading firms, and ad creative around energy costs and indoor climate.

  2. Month 1

    Launch

    Image ads went live to all four audiences. In the first report architects clicked at 0.91%, 2.6 times the LinkedIn benchmark.

  3. Months 2 to 9

    Testing and optimisation

    Image and copy tests, tighter job titles, new creatives with a free project assessment, a trade fair campaign, and retargeting video ads from month 9.

  4. Month 11

    Results

    1,125 website visits, 683,819 impressions and a 2.03% click-through rate on video.

Month by month

Website traffic kept coming through every period.

Website visits and LinkedIn page visits from the image ads for each reporting period, with impressions.

Website and LinkedIn page visits

Image ads to the four audiences, by reporting period.

Website visitsLinkedIn page visits
  1. 19227
    Months 1 and 276,165
  2. 30782
    Months 3 to 5186,514
  3. 26771
    Months 5 to 7174,940
  4. 343121
    Months 8 to 11221,414

How we count. Months are counted from the start of the strategy work, with image ads live in month 1. All figures come from LivingBetter's five LinkedIn Ads reports. The chart covers the four image ad audiences: the first three periods are the reported figures, and the last period is the final all-time total minus those three. Click-through rate is clicks divided by impressions as reported by LinkedIn, and the 0.35% benchmark is as quoted in the reports. Total impressions are the sum of the four audiences, the retargeting videos and the trade fair campaign. Website visits, contact clicks and form clicks are as tracked on the site, so the real numbers may be higher.

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