Popl
In-Platform Lead Generation on LinkedIn Ads
92%
Improvement in Cost-Per-Lead
1023%
Improvement in Total Leads
3373%
Improvement in Click-to-Conversion Rate
Services
92%
Improvement in Cost-Per-Lead
1023%
Improvement in Total Leads
3373%
Improvement in Click-to-Conversion Rate
Services
Client Challenge
Popl is the leading digital business card provider. Recently, it has been invested in advertising its Teams service, a suite of offerings that helps brands collect and manage leads acquired through those digital business cards. Like all brands, Popl also needs to generate leads of its own—and because of the nature of their product, LinkedIn was the perfect place to do so.
To build more momentum for Teams, Popl was offering a free month trial of the service. But in combination with a great promotion, it’s important to make signup as easy as possible to ensure a higher conversion rate. ADM built a campaign that would advertise Popl’s promotion through LinkedIn Ads while allowing users to submit their information and sign up without ever leaving LinkedIn.
ADM’s Solution
To build this campaign, ADM turned to in-platform lead forms. These ad types are a great benefit of LinkedIn because they allow companies to collect more leads directly from their ads, and they further reduce friction by auto-filling information based on the users’ LinkedIn profiles.
We began by identifying the most important pieces of information that the client needed up front, streamlining the lead data collection process and allowing Popl to follow up with prospects later to fill in the gaps. This reduced the amount of time users would need to complete the form. Once the necessary questions were in place, ADM worked with Popl to develop effective ad copy and a landing page where users could set up a call with Popl once they had completed the form on LinkedIn. Once linked to the client’s internal CRM and thoroughly tested, ADM launched their new LinkedIn lead form campaign.
The Results
This new campaign provided a way to capture all the same lead information Popl’s website form did, but in a way that kept the user on LinkedIn and improved their overall experience. Compared to the prior approach, the new lead form campaign delivered serious results:
- Cost per lead improved by 92%
- Total results leads improved by 1023%
- Total click to conversion rate improved by 3373%
- Click-through-rate improved by 30%
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