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Case study
TEKFA · Powder handling and container weighing systems, Nordics and worldwide

24 sales meetings from LinkedIn Ads in 30 months.

TEKFA builds custom machines that dose and weigh powders for food and dairy plants, and systems that weigh containers at port terminals. We ran its LinkedIn Ads for both lines and turned engineers and terminal managers into qualified leads, meetings and proposals.

  • 30 months
  • LinkedIn Ads
  • Nordics and worldwide
Services provided
  • LinkedIn Ads
  • Strategy and targeting
  • Ad copy
  • Lead forms and document ads
  • Lead qualification

Who we targeted

1Audience

  • Technical leaders at food and dairy plants
  • Port and terminal managers
  • Engineers and project managers
  • Ad engagers (retargeting)

Two product lines, each with its own campaigns.

2Industry

  • Food and beverages
  • Dairy
  • Chemicals and animal feed
  • Container terminals and handling

3Company size

  • Mostly 50+ employees

For powder handling. Terminals of all sizes for container weighing.

4Job titles

  • CTO
  • Technical Manager
  • Plant Manager
  • Project Manager
  • Head of Operations
  • Port Infrastructure Manager

5Countries

  • DKDenmark
  • NONorway
  • WWWorldwide

Powder handling in the Nordics, container weighing worldwide. All ads in English.

The numbers

Engineers and terminal managers who asked to talk, and stayed in the conversation.

Results from TEKFA's LinkedIn Ads reports over 30 months.

24

Sales meetings

Meetings between TEKFA's sales team and leads from the ads.

18

Proposals

Meetings that went on to a written proposal for a custom system.

39%

Leads to meetings

Share of qualified leads that turned into a sales meeting.

61

Qualified leads

Leads from the ads that TEKFA's sales team judged worth a conversation.

Share of qualified leads, before and after a new audience
36%of leads qualified, up from 16%

For container weighing we rebuilt the audience around companies that actually run terminals, found by keyword research, and added a question to the lead form. More than twice as many of the new leads were qualified, and monthly leads went from 4 to 9.

Before, previous audience16%
After, rebuilt audience36%

Share of leads that TEKFA marked as qualified, as reported in the monthly review.

ChallengeComplex, custom machines and a long sales cycle

Every TEKFA system is built to order, and a sale can take years. The buyers are a small group of technical leaders in food, dairy and port operations. TEKFA wanted more of them to know the name, and then launched a new line, container weighing for terminals, that the market had not heard of yet.

The goal: reach the few people who buy these systems and turn them into real sales conversations.

SolutionAwareness first, then offers that qualify the lead

We started with awareness ads in English to plant and project leaders in the food and dairy industry, testing pictures and videos of people using the machines. Those clearly beat animations, and the best ads ran at up to six times the LinkedIn average. Later we added lead forms, a Norway campaign with a customer case and, for container weighing, a worldwide campaign to terminal operators.

For the new line we tested document ads with a container weighing guide, new front pages and new opening lines, rebuilt the audience by keyword research, and asked a qualifying question in the lead form.

ImpactA full sales funnel, from first click to new customers

In the powder handling campaigns alone the ads were shown 582,242 times and sent 1,239 visits to TEKFA's site, at a 0.60% click-through rate against a 0.35% LinkedIn average. Across both lines the ads brought in 61 qualified leads. 24 of them met with TEKFA's sales team and 18 received a proposal.

2 new customers, and 18 proposals for custom systems in a market where sales take years.

How we helped

What we did, and when

Powder handling first, then a second product line, then sharper qualification.

  1. Before launch

    Strategy and targeting

    Strategy workshop, job titles and industries for powder handling, and English ad copy built around custom, easy to clean machines.

  2. Month 1

    Launch

    Picture and video awareness ads went live to food and dairy audiences, at 0.52% click-through rate in the first report.

  3. Months 2 to 29

    Testing and optimisation

    Creative tests, lead forms, a Norway campaign, the container weighing launch, document ads, a rebuilt audience and a qualifying lead form question.

  4. Month 30

    Results

    61 qualified leads, 24 sales meetings, 18 proposals and 2 new customers.

Month by month

The click-through rate rose in every report.

Site visits from the powder handling campaigns for each reporting period, with the click-through rate.

Site visits from the ads

Powder handling campaigns, first four reports.

Site visits
  1. 113
    Report 10.52%
  2. 256
    Report 20.60%
  3. 346
    Report 30.65%
  4. 311
    Report 40.67%

How we count. Months are counted from the first report month to the last month with new leads. The chart shows the first four LinkedIn Ads reports for powder handling, each covering about two to five months. Click-through rate is clicks divided by impressions as reported by LinkedIn, and the 0.35% LinkedIn average is the benchmark quoted in those reports. Impressions, site visits and the 0.60% average are the all-time totals in the fourth report. Qualified leads, meetings, proposals and customers are the all-time funnel in TEKFA's final review, which counts every lead from the ads that TEKFA's sales team qualified. 39% is meetings divided by qualified leads. The 16% and 36% shares and the 4 and 9 monthly leads come from the same review.

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