B2B Lead Gen Reheat Campaign

BDO Digital (formerly DemandGen) wanted to reach back out to past clients after being acquired by BDO to generate awareness of their Lead Management expertise and drive new leads through downloads of a book written by one of their principal executives. Their two LinkedIn ads ran for four weeks, earning a 0.25% CTR and a Lead Form Completion Rate of 7.1%. The ads drove one lead at a cost (CPL) of $299.50.
aB reviewed the ad stats and recommended several changes to increase the CTR, drive higher leads, and bring down the CPL. We redesigned the ads, created a new a/b test, and edited the messaging. Improvements were immediate, and after running for 4 weeks, the redesigned ads earned a. 0.41% CTR and a Lead Form Completion Rate of 19.6%. The new ads drove 29 Leads at a CPL of $48.47 - a whopping 84% decrease in costs.