B2BLAST

Case Studies

Campaign examples from my experience at LinkedIn and Google. Anonymized where required by confidentiality.

LinkedIn Ads · Retargeting · Lead MagnetPublished by HubSpot

Devoteam

Enterprise Digital Consulting

Global consulting firm with 530K+ LinkedIn followers, specializing in cloud, cybersecurity and data strategy.

3x
leads generated vs non-retargeting campaigns
90%
of social budget allocated to LinkedIn
530K+
LinkedIn followers leveraged for retargeting

Challenge

Devoteam needed to generate qualified B2B leads for their TechRadar, a guide covering 150 emerging cloud-native technologies. Traditional campaigns weren’t converting at scale.

What I did

  • Designed a retargeting strategy based on intent signals: webinar attendees, LinkedIn Live viewers, newsletter readers, and 20-second page visitors
  • Used the TechRadar as a high-value lead magnet with LinkedIn Lead Gen Forms
  • Built layered audiences using LinkedIn Insight Tag for precision targeting
  • Allocated 90% of social budget to LinkedIn based on audience fit analysis

A strong lead magnet combined with intent-based retargeting outperforms broad targeting every time. The asset does the selling, the ads do the filtering.

LinkedIn Ads · Video Ads · Creative Strategy

Beyond Now

B2B Technology Platform

Technology company running LinkedIn Ads campaigns with static image creatives and Lead Gen Forms. Test conducted over 8 weeks at constant budget and targeting to isolate format impact.

2x
engagement rate (video vs static image)
-40%
cost per lead at constant budget
+85%
CTR improvement (same audience)

Challenge

Beyond Now was running standard image-based LinkedIn campaigns. Results were decent but plateauing. The creative format hadn’t been tested or challenged in months. Budget range: €10-20K/month.

What I did

  • Audited creative performance and identified image fatigue across audiences
  • Introduced native video ad format to replace static image creatives
  • Kept targeting and budget constant to isolate the impact of format change
  • Optimized video length and hook structure for LinkedIn feed behavior

Sometimes the biggest lever isn’t targeting or budget. It’s the format. One creative change, same spend, dramatically different results.

LinkedIn Ads · Multi-Market · Localization

Genetech

Global Biotech / Life Sciences

Global biotech company running the same LinkedIn Ads campaigns across the US and France without market adaptation. 3-month localization project.

2.5x
leads in France vs pre-localization baseline
-35%
CPL in French market (same budget)
+60%
engagement rate FR vs previous period

Challenge

Genetech was using identical ad creatives and messaging across US and French markets. The US approach was transactional and outbound-focused, which didn’t resonate with French B2B buyers who expect storytelling and long-term vision. Budget range: €15-30K/month across both markets.

What I did

  • Analyzed performance gaps between US and France campaigns
  • Redesigned the French strategy around storytelling and inbound positioning
  • Kept the US approach transactional with strong outbound CTAs
  • Created market-specific ad copy, creatives and landing page flows

B2B buyers are not the same everywhere. US responds to direct, numbers-driven outbound. France responds to narrative, vision and trust-building. Same platform, different playbook.

Metrics shown are based on campaigns managed during my time at LinkedIn. Results reflect real performance outcomes. Some details are adjusted for confidentiality.

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