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People Test Systems · Personality and ability tests for recruitment and development, Denmark

167 leads from LinkedIn Ads and Google Ads in 8 months.

People Test Systems sells Danish-developed personality and ability tests to HR teams. We ran its LinkedIn Ads and Google Ads, tightened the audience to HR decision-makers and rebuilt the search account, and brought in 167 leads.

  • 8 months
  • LinkedIn Ads and Google Ads
  • Denmark
Services provided
  • LinkedIn Ads
  • Google Ads
  • Ad creative and copy
  • Retargeting and email nurturing
  • Conversion tracking

Who we targeted

1Audience

  • HR decision-makers
  • Talent acquisition leads
  • Companies in growth
  • Whitepaper downloaders (retargeting)

Payroll roles were left out, and the audience was narrowed on titles, seniority and company lists as we went.

2Industry

  • Pharma
  • Energy
  • IT and tech
  • Finance
  • Public sector

Industries where People Test Systems already had strong customer cases.

3Company size

  • 51 to 10,000+ employees

4Job titles

  • HR manager
  • Head of HR
  • HR Business Partner
  • Head of Talent Acquisition
  • CHRO

5Countries

  • DKDenmark

All ads in Danish.

The numbers

HR leaders who saw the ads, clicked and got in touch.

Results from People Test Systems' LinkedIn Ads and Google Ads over 8 months.

167

Leads

78 from LinkedIn Ads, 10 website conversions from LinkedIn and 79 from Google Ads.

2,047

Ad clicks

People who clicked through from the ads to find out more.

0.5%

Click-through rate

Clicks divided by impressions, above the LinkedIn average.

441,000

Impressions

Times the ads were shown to HR leaders and decision-makers.

Google Ads, rebuilt
90%more Google Ads conversions in four months

Before we took over, three in four search conversions came from people already searching for the brand. We moved the account towards broader searches such as "personality test", cut irrelevant keywords and only counted real contact: forms, calls and emails.

4 months before our setup40
First 4 months of our setup76

Google Ads conversions per month, added up over four months on each side. With our stricter tracking only contact forms, calls and emails count, so the later figure is, if anything, on the low side.

ChallengePlenty of downloads, too few leads ready to talk

People Test Systems sells to HR managers and HR leaders at Danish companies. Earlier campaigns had brought in many whitepaper downloads, but few of those people were ready for a sales call. Offers like free demos had not worked well, and most search conversions came from people who already knew the brand.

The goal: leads with real quality, so sales could close more of them.

SolutionSharper targeting, new creative and a warm-up for every lead

We started with a strategy workshop and a review of the earlier ad work. On LinkedIn we built more than 110 new static ads, new whitepaper covers built around HR pains like bad hires and staff turnover, and brand campaigns to fill the funnel. On Google Ads we set up new campaigns, broader keywords, negative keywords and new conversion tracking.

The sales team found that whitepaper leads were not warm enough to call straight away. So we added retargeting with messages written for people who had already downloaded, a five-email flow to warm them up, and ads with direct offers such as free sparring and a free analysis of staff turnover.

Impact167 leads, and more relevant ones

Over 8 months the ads were shown 441,000 times, got 2,047 clicks and brought in 167 leads: 78 from LinkedIn Ads, 10 website conversions from LinkedIn and 79 from Google Ads. Google Ads conversions rose from 40 in the four months before our setup to 76 in its first four months. The client told us the leads were far more relevant than those from earlier agencies.

90% more Google Ads conversions, counting only real contact.

How we helped

What we did, and when

Two ad channels, one HR audience, and a steady focus on lead quality.

  1. Month 1

    Strategy and targeting

    Strategy workshop, a review of earlier ad work, HR decision-maker audiences in Denmark and conversion tracking.

  2. Month 2

    Launch

    The first LinkedIn campaigns went live for the two best-selling tests, with whitepapers as the lead offer.

  3. Months 3 to 6

    Testing and optimisation

    Our Google Ads setup went live in Month 4. New creative batches, a call-to-action test and brand campaigns followed on LinkedIn, while the audience was narrowed on titles, seniority and company lists.

  4. Months 7 and 8

    Results

    Retargeting and a five-email flow to warm up whitepaper leads. 167 leads in total, and 90% more Google Ads conversions.

Month by month

Leads came in from both channels every month.

Google Ads conversions and LinkedIn Ads leads per month, from the month our Google Ads setup went live.

Google Ads conversions and LinkedIn Ads leads

Months 4 to 7 of the engagement.

Google Ads conversionsLinkedIn Ads leads
  1. 162
    Month 4
  2. 3218
    Month 5
  3. 1436
    Month 6
  4. 1420
    Month 7

How we count. Months are counted from the strategy workshop. The totals of 167 leads, 441,000 impressions, 2,047 clicks and the 0.5% click-through rate come from our summary report for People Test Systems. Click-through rate is clicks divided by impressions. Google Ads conversions per month come from the monthly conversion chart in the same report; only contact forms, calls and emails count as conversions. The before and after figures add up the four months before our setup and the first four months of it. LinkedIn Ads leads per month are counted from the client's lead list after removing test entries and duplicates; the list starts in Month 4, so it shows 76 of the 78 LinkedIn Ads leads in the summary.

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