When VectorBuilder came to us, the initial LinkedIn Ads campaign was relatively simple. The targets were:
- 200,000 impressions
- 1,000 clicks
- Generate as many relevant leads as possible
Four and a half months later, the campaign had delivered:
But the biggest result wasn't just the numbers. It was giving VectorBuilder a clear, repeatable LinkedIn Ads structure they could continue to build on.
The next stage is already underway, with the strategy being expanded into the US market.
The Challenge
VectorBuilder didn't simply need more LinkedIn leads. They needed a plan.
There was a clear ambition for LinkedIn, but before we started working together, there wasn't yet a structured route for how to get there.
We needed to introduce the brand to the right people, generate engagement at a sensible cost, build a qualified warm audience and then move those people towards becoming genuine opportunities.
Trying to force everyone directly into a lead form wasn't going to be the answer. So instead, we built the account around a proper LinkedIn Ads funnel.
- 01Cold audience
- 02Engagement
- 03Retargeting
- 04Proof
- 05Conversion
More importantly, this wasn't designed as a one-off campaign. It was designed to become a repeatable system VectorBuilder could continue using as the business expanded into new markets.
Stage 1: Building the Audience
The first stage focused on the European market.
Rather than immediately asking cold prospects to book a meeting or submit their details, we concentrated on getting the right audience engaging with VectorBuilder's people and expertise.
We tested several different formats, including:
Thought Leader Video Ads
Video content was promoted directly from individual VectorBuilder experts rather than simply running everything from the company page. This made a significant difference.
Some of the strongest videos achieved click-through rates of:
With multiple creatives running simultaneously.
For B2B companies using LinkedIn Ads, this is an important lesson.
People generally engage with people.
Whenever possible, we use Thought Leader Ads to amplify content from the actual experts inside the organisation rather than hiding everything behind the corporate LinkedIn page.
Thought Leader Single Image Ads
We applied the same principle to single-image advertising. One of the campaigns achieved:
Client Walkthrough
Client Feedback
Before we met Brett, we didn't really have a plan for how we were going to achieve our LinkedIn goals. Now we've got a complete structure in place that we can repeat, optimise and scale.
