Warning: Our LinkedIn ad campaign flopped hard last month - here's what broke

I ran a test with $500 on LinkedIn ads targeting CFOs at mid-size firms in Dallas. The CTR was 0.2% and we got zero conversions. Turns out our landing page copy was way too technical for that audience. Has anyone else had a campaign totally tank because you misjudged who you were talking to?

2 comments

2 Comments

jason_robinson5d agoMost Upvoted

@oliver523 makes a solid point about CTR being average for B2B, but zero conversions after a click is a red flag. So what was the actual offer you drove them to? A free consultation or a PDF?

oliver5235d ago

Honestly I gotta push back a little on the idea that the landing page was too technical. CFOs at mid-size firms, they deal with numbers and financial data every single day. If your copy was actually technical in a way that spoke their language, that might have been a strength not a weakness. 0.2% CTR on LinkedIn ads is pretty standard for B2B these days, maybe even a tad high for cold targeting. The real issue might have been the offer or the value prop not matching what they actually need, not the complexity of the words.