Case study: a two-step funnel cut demo cost by half
New to LinkedIn Ads? Asking for the sale too early is expensive. Here's a gentler path.
A SaaS firm used to ask cold audiences for a demo straight away: CPL $160.
They rebuilt it in two steps:
— Step 1: show cold people a helpful guide (no ask), collect cheap engagement
— Step 2: build a Matched Audience of everyone who watched the video or clicked, then show THEM the demo offer
Think of it like dating before proposing.
Result: warm step-two viewers booked demos at $78 each, roughly half the old cost, because they already knew the brand.
Next step: run one no-ask awareness ad first, then retarget the people who engaged with your real offer.
B2B Lever
@B2BLever