Technical Software Company: 43% Cheaper Clicks
Cost per click down 43% and click-through rate up 69% on the same account.
The before and after
Self-managed baseline
Down 43%
Self-managed baseline
Up 69%
Baseline
Broadly unchanged
The fuller story
We took over an account the client had been running themselves. Same audience, same markets, near-identical costs to reach people. So any change could only come from the work.
The old ads were about the software. The new ones were about the job: catching costly site mistakes before they turn into expensive rework.
The situation
A technical software company had been running their own LinkedIn Ads across several European markets. Spend was steady, the audience was right, but clicks were expensive and engagement was thin. They wanted to know whether the ceiling was the platform or the work.
What we did
We took the existing account over rather than starting fresh, so the comparison stayed honest. Rebuilt creative around the buyer's actual job rather than product features, cut the ad set sprawl that was splitting learning, and tightened targeting market by market.
The result
On identical audiences and near-identical CPMs, cost per click fell 43% and click-through rate rose 69%. Same money, same account, materially more of the right people on site. Company-level engagement from named target accounts is now visible in their CRM.
Why it worked
James's read on what actually moved the numbers.
A takeover is the honest test
Nothing changed but the work. That's why the 43% cheaper clicks and 69% higher click-through rate are real.
Talk about the job, not the product
Features describe the software. The buyer's job describes their day. Ads about their day got clicked.
Fewer ad sets, faster learning
Cutting the sprawl gave each campaign enough budget to learn.
Who we targeted
Several European markets, tightened market by market.
Kept identical, so the before and after stayed honest.
Creative angles
The site error
Images styled like a site camera catching a clash between the plan and what was actually built.
Why it worked: Every site manager has seen this happen. It's their problem, shown back to them.
The news story
News-style ads about rework disasters on big projects.
Why it worked: Nobody wants to be the next headline. Fear of a costly mistake gets more attention than a feature list.
Point of view
The view from the person on site doing the checking.
Why it worked: It puts the buyer in the picture and makes the software feel like a tool for them, not for head office.
How the funnel worked
- Step 1
Existing account taken over
- Step 2
Ad set sprawl cut
- Step 3
Rebuilt creative
- Step 4
Company engagement visible in CRM
What you can take from this
Often it's the work, not the platform
Same audience, near-identical CPMs: CPC down 43%, CTR up 69%.
Sprawl splits learning
Too many ad sets divided the budget. Consolidating them helped.
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