158 demo leads at £155 each.
The target was £1,000.
How Kiin rebuilt LinkedIn Ads for a UK equity management and share scheme platform on £5K a month, and turned an account full of engagement into demo leads that sales could qualify.
A UK fintech SaaS with a £25K customer.
The client sells equity management software to founders, finance and people teams: cap tables, employee share schemes and fundraising workflows. We're keeping the name private until they sign off.
Engagement, but no real pipeline.
The existing LinkedIn campaigns got engagement, but they weren't producing enough demo leads or contributing meaningfully to pipeline.
A full-funnel rebuild on a small budget.
Pin down the ICP and how sales closes.
A full review of structure, targeting, formats and tracking in the existing account.
Worked with the client to clarify who buys, how sales qualifies them, and how LinkedIn fits the wider ad mix.
A LinkedIn Ads strategy with a clear job for each stage of the funnel.
One sharp cold list, and retargeting behind it.
A new cold audience built from the target accounts that fit the ICP.
Companies already on the website, found with a deanonymisation tool, added to the ABM list.
Ad engagers and site visitors, ready for nurture and the demo ask.
Nurture the warm audience, then ask for the demo.
Thought Leader Ads, guides, testimonials and other content served to the retargeting audiences.
Conversation Ads and other lead gen formats, with a demo incentive added.
Fix what happens after the form.
We recommended improvements to how sales followed up demo leads, so more of them became SQLs.
Targeting, copy, creative and campaign settings were changed continuously based on what the data showed.
158 demo leads at £155 each, against a £1,000 target.
The client reports 34% of those leads became SQLs, about 54 sales qualified opportunities from LinkedIn demo leads.
| Bottom of funnel campaign | Demo leads | Cost per demo lead |
|---|---|---|
| Retargeting · lead gen | 111 | £146 |
| Cold · lead gen | 47 | £177 |
| All demo campaigns | 158 | £155 |
Source: LinkedIn Campaign Manager. Lead to SQL rate reported by the client.
How Kiin reads itThe nurture layer did its job: seven in ten demo leads came from the warm audience, and they were the cheapest.
The nurture campaign drove 20 CRM opportunities from clicks.
Middle of funnel campaigns aren't built to collect leads, so we tracked what they did downstream. Clicks and views are kept apart: a view conversion means the person saw the ad and converted later without clicking.
| Conversion from the MOFU campaign | After a click | After a view |
|---|---|---|
| CRM lead | 82 | 254 |
| CRM opportunity | 20 | 56 |
| Qualified deal (attribution tool) | 6 | 44 |
| Discovery call scheduled | 3 | 12 |
| Guide download | 6 | 6 |
Source: LinkedIn Campaign Manager conversion tracking, one MOFU campaign, £9,574 spend. A selection of the tracked conversions.
How Kiin reads itView conversions are a signal, not proof that the ad caused the result. The click column is the conservative read, and it alone shows 20 opportunities from a campaign that never asked for a demo.
What this account taught us.
£5K a month went to one ABM list, a warm audience and a demo ask. Nothing else.
Retargeting made 111 of 158 demo leads, at £146, the lowest cost per demo.
Deanonymised site traffic made the ABM list sharper with companies already looking.
The nurture campaign drove 20 CRM opportunities from clicks without asking for a demo.
Adding an incentive to the demo offer gave founders and finance leads a reason to book now.
A 34% lead to SQL rate is what makes £155 a demo worth paying for.
Want demo leads under target?
Kiin audits and rebuilds LinkedIn Ads accounts for B2B tech: audiences, full-funnel structure, offers and the follow up behind the form. Book a free call and leave with your benchmark, a business case and your first three fixes.