Qualia | Case Study
Driving leads on LinkedIn with prospecting + retargeting
Growing B2B – Real State SAAS Client.
Our client knew they had great content for generating interest and leads, but it was time-sensitive and performance was inconsistent. Short-term campaigns were working, but required a significant amount of effort to build and oftentimes lost momentum within only a week or two. They needed to be able to promote this content, but without the constant re-creation of campaigns.
Our solution was to create evergreen campaigns targeting their ideal audience to increase user awareness, then use retargeting ads to serve up additional, relevant content. In essence, LinkedIn needed to ‘warm’ sales leads to want a call or demo, so that sales could then effectively close the lead.
After analyzing the LinkedIn account, previous campaign winners were reviewed, their key audience and content data extracted, and new prospecting campaigns were set up. These campaigns utilized dynamic ads, as well as sponsored content ads, to promote all of the excellent articles that had done so well for short periods of time – but replicated it to succeed with a larger audience. Then, remarketing campaigns were built to rotate over 25 ad variations promoting this valuable content including webinars, ebooks, white-papers, sponsorships, and more.
Our client provides a variety of tools for real estate professionals. While this expanded their potential audience, it also caused confusion—many prospects couldn’t tell if the software was right for them. Most only realized its value after viewing a demo or speaking with sales.
To complicate matters, the client had diverse content tailored to multiple personas. No single ad or asset could capture all benefits or serve as the best hook for every prospect.
Using previous test data and CRM insights, Four15 launched targeted prospecting campaigns. Audiences were segmented by company type, job title, followers, and CRM lists. Ads and content were paired to match these profiles. This structure allowed:
- New content to be plugged into existing campaigns
- Avoidance of rebuilding campaigns from scratch
- Predictable monthly spend, helpful for finance
- Dynamic audience growth and regular content refreshes
These campaigns drove steady site traffic. High-value, non-converting users were automatically funneled into remarketing audiences.
Unlike prospecting, remarketing had limitations, custom landing pages weren’t feasible due to resource constraints. Four15 relied on LinkedIn’s audience flexibility and applied key principles of display advertising:
- Users often ignore repetitive ads (banner blindness)
- Relevance drives engagement
- Too much repetition without personalization can backfire
To counter this, Four15 deployed a broad mix of creatives, each focused on a different value prop. This approach ensured that returning users were more likely to see something relevant, keeping interest high and engagement strong.
With new visitors from prospecting and qualified return traffic from remarketing, LinkedIn became a steady lead driver. The system scaled efficiently, delivering immediate results without overwhelming creative or dev resources.
The revamped LinkedIn strategy delivered strong results early on. In just four months, lead volume rose significantly, validating the new structure.
While some decline was anticipated as CRM lists were exhausted, lead generation remained consistently high in the following months. Remarketing proved especially effective. Despite initial limitations, it drove a large portion of results, and ongoing optimizations further improved performance. LinkedIn became a reliable source of leads through a mix of targeted outreach and relevant content.
This approach turned LinkedIn into a high-performing, cost-efficient lead engine.
