Let’s talk

Electric: 86% lower CPL on Meta than on LinkedIn

Electric reached the right executives on LinkedIn at a cost per lead it couldn’t scale. We rebuilt the same firmographic targeting on Meta from third-party data and validated every lead. Cost per lead fell 86% and click-through ran 4x LinkedIn’s.

Client

Electric

Role

Media Strategy, Media Planning, Buying & Optimization

Paid Media Campaign

Key Takeaway

Electric’s buyers were on Meta too. LinkedIn’s native targeting was the only reason to pay LinkedIn’s CPMs, so we rebuilt that targeting off-platform from third-party data: company size, seniority, industry and role.

Context

LinkedIn worked, at a cost that didn’t scale.

IT unicorn Electric was scaling demand gen on LinkedIn, aimed at C-suite and senior decision-makers. Engagement was strong and the ideal customer profile was set, but LinkedIn’s CPMs made lead acquisition unsustainable at scale.

The question was whether that firmographic precision could be rebuilt on a platform with better economics.

Approach

Why we moved the targeting off LinkedIn.

Same buyers on Meta

The C-suite buyers, company sizes and seniority levels Electric reached on LinkedIn were all on Meta. What Meta lacked was an equivalent of LinkedIn’s native targeting, so we had to solve for addressability.

Same buyers on Meta

Enrichment data as a targeting layer

Third-party enrichment data could rebuild LinkedIn’s firmographic layer on Meta. If the data was accurate, Electric could keep the precision without paying LinkedIn’s premium.

Enrichment data as a targeting layer

Third-party enrichment data could rebuild LinkedIn’s firmographic layer on Meta. If the data was accurate, Electric could keep the precision without paying LinkedIn’s premium.

Lead quality from day one

A cheaper platform risks weaker leads that waste sales time. Qualifying questions, email verification and persona-level signal ran from launch, so we would know quickly if quality dropped.

Lead quality from day one

A cheaper platform risks weaker leads that waste sales time. Qualifying questions, email verification and persona-level signal ran from launch, so we would know quickly if quality dropped.

Lead quality from day one

A cheaper platform risks weaker leads that waste sales time. Qualifying questions, email verification and persona-level signal ran from launch, so we would know quickly if quality dropped.

Solution

Firmographic targeting, rebuilt on Meta.

Audience architecture

We rebuilt firmographic segments from third-party data, mapping company size, seniority, industry and role into Meta audiences. Each segment matched a persona from Electric’s LinkedIn program.

Audience architecture

We rebuilt firmographic segments from third-party data, mapping company size, seniority, industry and role into Meta audiences. Each segment matched a persona from Electric’s LinkedIn program.

Audience architecture

We rebuilt firmographic segments from third-party data, mapping company size, seniority, industry and role into Meta audiences. Each segment matched a persona from Electric’s LinkedIn program.

Audience architecture

We rebuilt firmographic segments from third-party data, mapping company size, seniority, industry and role into Meta audiences. Each segment matched a persona from Electric’s LinkedIn program.

Creative and conversion testing

We tested hooks, formats and conversion paths in persona-specific campaigns. Social proof and case-study creative outperformed every other format.

Creative and conversion testing

We tested hooks, formats and conversion paths in persona-specific campaigns. Social proof and case-study creative outperformed every other format.

Creative and conversion testing

We tested hooks, formats and conversion paths in persona-specific campaigns. Social proof and case-study creative outperformed every other format.

Creative and conversion testing

We tested hooks, formats and conversion paths in persona-specific campaigns. Social proof and case-study creative outperformed every other format.

Lead validation

Every lead went through qualifying questions and email verification. Persona-level results then moved spend to where efficiency was highest.

Lead validation

Every lead went through qualifying questions and email verification. Persona-level results then moved spend to where efficiency was highest.

Lead validation

Every lead went through qualifying questions and email verification. Persona-level results then moved spend to where efficiency was highest.

Lead validation

Every lead went through qualifying questions and email verification. Persona-level results then moved spend to where efficiency was highest.

Data-directed allocation

Some LinkedIn segments did better on Meta than others. Letting persona-level data set the budget, instead of copying LinkedIn’s split, found efficiency a straight copy would have missed.

Data-directed allocation

Some LinkedIn segments did better on Meta than others. Letting persona-level data set the budget, instead of copying LinkedIn’s split, found efficiency a straight copy would have missed.

Data-directed allocation

Some LinkedIn segments did better on Meta than others. Letting persona-level data set the budget, instead of copying LinkedIn’s split, found efficiency a straight copy would have missed.

Data-directed allocation

Some LinkedIn segments did better on Meta than others. Letting persona-level data set the budget, instead of copying LinkedIn’s split, found efficiency a straight copy would have missed.

Results