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Case study/ Lyngby Boldklub
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Case study
Lyngby Boldklub · Football club with a business network and club lounge, Denmark

25 business leads from LinkedIn Ads in 5 months.

Lyngby Boldklub sells partnerships, a morning business network and a club lounge to companies north of Copenhagen. We tested images, videos and copy for each offer, then turned the winners into lead ads that brought business owners to the club.

  • 5 months
  • LinkedIn Ads
  • Capital Region and North Zealand
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy
  • Image and video testing
  • Lead forms and monthly reporting

Who we targeted

1Audience

  • Business owners and managers for the morning network
  • Leaders and sales managers for the club lounge
  • Larger companies for sponsorship and exposure

One audience per offer, each with its own images, videos and copy.

2Industry

  • All industries
  • Consulting
  • Trades and crafts

3Company size

  • Under 1,000 employees

4Job titles

  • Owner
  • CEO
  • Sales manager
  • Key account manager
  • Partner

5Countries

  • DKCapital Region and North Zealand

All ads in Danish.

The numbers

Business owners who clicked, signed up and came to the club.

Results from Lyngby Boldklub's LinkedIn Ads reports and lead forms over 5 months.

25

Leads

Business people who signed up through the lead ads in the last 3 months.

12

Next steps taken

5 guests at the morning network, 3 lounge trials and 4 requests for sponsor information.

1.28%

Click-through rate

Average across all ads in month 3, about 4 times the LinkedIn average.

195,819

Ad impressions

Times the ads were shown to local business people in the first 3 months, with 2,187 clicks.

Testing what local business people respond to
32%higher click-through rate by month 3

We kept only the best images, videos and texts for each audience. Videos and people-first images won, and copy about the atmosphere and the club's existing partners performed best.

Month 1, first image and video test0.97%
Month 3, after image, video and text tests1.28%

Average click-through rate across all running ads, as reported for each month. Click-through rate is clicks divided by impressions.

ChallengeA great network that too few business owners had tried

Lyngby Boldklub has a large partner network, a morning network on Wednesdays and a club lounge on match days. Once people visit, they tend to stay. The hard part was getting new business owners through the door the first time.

The goal: get local business owners to try the network and the lounge.

SolutionTest first, then ask for the sign-up

We built one audience for each offer: the morning network, the club lounge and sponsor exposure. In month 1 we tested images and videos, in month 2 the copy, and we switched off everything below the best performers.

From month 3 we ran lead ads with a simple, no-commitment offer, such as trying the morning network or a sponsorship for free. Forms that focused on what you get, not on being called back, brought in more sign-ups.

ImpactBusiness owners at the club, not just clicks

The ads were shown 195,819 times and earned 2,187 clicks in the first 3 months, with the average click-through rate rising from 0.97% to 1.28%. The best single ad, a club lounge video, reached 2.19%.

25 leads in 3 months of lead ads, and 12 of them took a next step with the club.

How we helped

What we did, and when

Two months of testing, then three months of lead ads built on what won.

  1. Before launch

    Strategy and targeting

    Strategy meeting, three audiences for three offers, and images, videos and copy for the first test.

  2. Month 1

    Launch

    Image and video ads went live for all three audiences: 75,477 impressions and 731 clicks in the first month.

  3. Month 2

    Testing and optimisation

    A copy test on the best creatives. Videos won for every audience, and the club lounge videos became the best campaign of all.

  4. Months 3 to 5

    Results

    Lead ads with free trial offers brought in 25 leads, more each month, and 12 took a next step with the club.

Month by month

More leads every month once the lead ads were live.

New leads from the lead ads in each month, counted from the club's lead form list.

Leads by month

Months 3 to 5, after the testing phase.

Leads
  1. 2
    Month 3Launch
  2. 9
    Month 4Live
  3. 14
    Month 5Optimised

How we count. Months are counted from the first live ads, and the strategy work before that is shown as before launch. Impressions, clicks and click-through rates come from the three monthly LinkedIn Ads reports; the 195,819 impressions and 2,187 clicks are the sums of those three reports. Click-through rate is clicks divided by impressions, and the comparison with the LinkedIn average is the one stated in the reports. Leads are unique people who filled in a lead form, counted once each, from the club's own lead list. Next steps are the outcomes the club noted for each lead: a guest spot at the morning network, a lounge trial, or a request for the partner catalogue or exposure options.

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