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Case study
Rotrex · Fuel cell air compressors, Europe and North America

21 inbound leads from LinkedIn Ads in 14 months.

Rotrex builds air compressors for companies that make hydrogen fuel cell systems. We ran its LinkedIn Ads from the first awareness campaign to video, lead forms and a priority list of target companies, and brought in engineers who asked to talk.

  • 14 months
  • LinkedIn Ads
  • Europe and North America
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy and graphics
  • Video ads
  • Lead forms and retargeting

Who we targeted

1Audience

  • Engineers at fuel cell system makers
  • Buyers and procurement
  • Technical directors
  • Priority target companies
  • Ad engagers (retargeting)

From month 10 all ads ran to a priority list of target companies.

2Industry

  • Fuel cell and hydrogen technology
  • Automotive engineering
  • Aviation and aerospace
  • Marine

3Company size

  • 10 to 1,000 employees

4Job titles

  • System engineer
  • Mechanical engineer
  • System designer
  • Head of Fuel Cell
  • CTO
  • Procurement

5Countries

  • EUEurope
  • NANorth America

All ads in English.

The numbers

Fuel cell engineers who clicked, watched and asked to talk.

Results from Rotrex's LinkedIn Ads reports over 14 months.

21

Inbound leads

Engineers and buyers who filled in a lead form to meet an engineer or get a data sheet.

1,893

Landing page visits

Clicks from the ads to Rotrex's fuel cell compressor site.

0.98%

Click-through rate

Across all campaigns, against a 0.57% average for engineers on LinkedIn.

46,671

Video views

Views of Rotrex's video ads from month 7 onwards.

Click-through rate, first month to month 7
1.34%click-through rate, up from 0.71%

We tested images, opening lines, headlines and buttons one by one. Light images that showed the inside of the compressor, headlines that named the job title and a "Book Meeting" button all won, and the click-through rate almost doubled.

Month 1, first campaigns0.71%
Month 7, after testing1.34%

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

ChallengeA new market, and engineers who did not know the name yet

Rotrex has supplied the car industry for years, and now makes air compressors for hydrogen fuel cell systems. The market was young and competition was growing. For a long time customers had come to Rotrex on their own, and the sales team had only recently been rebuilt.

The goal: get fuel cell engineers to know Rotrex and ask to talk to its engineers.

SolutionShow the technology, then offer a conversation

We launched awareness ads to three engineer audiences with bold, technical images of the compressor. Once we had built up an audience of people who had engaged, we added lead forms offering a meeting with a Rotrex engineer, and later a product data sheet.

Every element was tested: images, opening lines, headlines and buttons. After a video day we ran video ads and set up a full funnel from awareness to video to lead forms. In the final months all spend went to a priority list of target companies.

ImpactEngineers who clicked, watched and got in touch

Over 14 months the ads sent 1,893 visits to Rotrex's site and the video ads were viewed 46,671 times. The click-through rate rose from 0.71% in month 1 to 1.34% in month 7 and averaged 0.98% overall, against a 0.57% average for engineers. The video ads were watched at a 38.1% view rate, against a 23% LinkedIn benchmark.

21 inbound leads, and 5 of them moved on to a proposal or a meeting.

How we helped

What we did, and when

Awareness first, lead forms from month 3, video from month 7, then a tight focus on target companies.

  1. Month 1

    Strategy and targeting

    Strategy workshop, engineer and buyer audiences in Europe and North America, and ad creative built around the compressor's technology.

  2. Month 1

    Launch

    Awareness ads went live to three audiences, with a first click-through rate of 0.71%.

  3. Months 2 to 10

    Testing and optimisation

    Image, copy, headline and button tests. Lead forms from month 3, video ads from month 7, a full funnel from month 7, and a priority company list from month 10.

  4. Month 14

    Results

    21 inbound leads, 1,893 landing page visits and 46,671 video views.

Month by month

Click-through rate climbed as the tests paid off.

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

Ad clicks and landing page visits

All campaigns, by reporting period.

Ad clicksLanding page visits
  1. 529179
    Month 10.71%
  2. 1,087352
    Month 20.83%
  3. 1,072301
    Months 3 and 40.75%
  4. 1,099240
    Months 4 and 50.93%
  5. 967175
    Month 61.33%
  6. 1,021191
    Month 71.34%
  7. 2,015318
    Months 8 and 91.03%
  8. 32154
    Month 100.88%
  9. 37364
    Months 11 to 131.39%

How we count. Months are counted from the first campaign. All figures come from Rotrex's nine LinkedIn Ads reports, which each cover a period of roughly one to two months, labelled here by the months they mostly fall in. Click-through rate is clicks divided by impressions as reported by LinkedIn. The chart shows the nine periodic reports. Landing page visits, video views, view rate and the 0.98% average click-through rate are the all-time totals in the final report. Leads are lead form submissions, matching the count in the reports and in Rotrex's lead list. The 0.57% engineer average and the 23% video benchmark are as quoted in the reports.

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