1 → 5
LinkedIn Ads · B2B fintech
Demand generation that improved efficiency and protected lead quality
A four-month LinkedIn campaign moved from an expensive learning phase to a more focused lead-generation programme, while testing an awareness format and acting on what it revealed.
~80%
Reduction in reported overall CPL
100%
June leads using verified work emails
The context
The campaign targeted treasury, finance and payment-automation stakeholders. The challenge was not just to generate lead-form completions, but to improve efficiency while filtering out low-intent contacts.
What changed
- Refined the lead-generation focus around Fraud & Verification creative and the highest-relevance audience segments.
- Tested two Document Ad sets with the same warm audience to assess whether a higher-engagement format could contribute to demand generation.
- Paused lower-performing activity and consolidated budget into the lead-generation ad set once the evidence was clear.
The result
Reported monthly lead volume increased from 1 in March to 5 in June, while overall reported CPL improved from $2,015.88 to $397.17. All five June leads used verified work email addresses.
The strongest June ad set generated all five leads at $154.68 CPL, a more useful operating figure than the blended account number because it excluded the Document Ad test spend.
What the failed test taught
The two Document Ad sets spent $1,082 and generated no lead forms. They were paused rather than scaled. Their CTR remained within benchmark range, so they may have supported awareness, but the report does not claim causality. The evidence supported moving budget back to the direct-response lead-generation campaign.