Two programmes, written up with the awkward parts left in.
Case studies are usually the least trustworthy page on a B2B site. These include the things that did not work, the numbers that got worse before they got better, and what each team would do differently.
Northfield Systems found that 38% of its target list had never been served an ad
Six months into a £22k-a-quarter LinkedIn programme, reach looked healthy in aggregate. At the account level it was concentrated in a quarter of the list, and the tier that mattered most was the worst covered.
Data infrastructure · 60 staffTessellate cut ad spend 30% and grew meetings, by killing its best-performing ad
The ad with the lowest CPC and the highest CTR was moving almost no accounts. Cost per account moved told a completely different story from cost per click, and the budget followed it.
What people say when the quarter is over
The uncomfortable finding was not that the ads were bad. It was that most of the list had never seen them. We had been optimising creative for an audience we were barely reaching.
Cost per click made one ad look like our best. Cost per account moved made it look like an expensive way to entertain people who will never buy.
I can now answer 'what did this account see' in about four seconds, in the middle of a call. That single thing changed how our AEs talk about marketing.
Illustrative. Kairo is a new product and these accounts are composites used to show the shape of the reporting.
Find out which accounts your LinkedIn ads actually reached.
Connect an ad account, pick a target list, and Kairo backfills 90 days of company-level engagement before your trial is an hour old.