Case study: cutting cost per lead by swapping job titles for job functions

Case study: cutting cost per lead by swapping job titles for job functions

New to LinkedIn Ads? Start with a real example.

A software company targeted 14 specific job titles like "VP of Sales" and "Head of Revenue." Audience size: 9,000 people. Their cost per lead (CPL = what you pay for one sign-up) sat at $142.

What they changed, step by step:
— Removed the title list entirely
— Selected Job Function "Sales" plus Seniority "VP" and "Director"
— Audience grew to 71,000

Result after 3 weeks: CPL dropped to $88. Why? Titles vary wildly ("Revenue Chief," "GTM Lead"), so a tight list misses people. Functions catch them all.

Next step: open your targeting and try Function plus Seniority instead of a title list.