$3M+ pipeline.
$1.28M closed.
How Kiin ran full funnel LinkedIn Ads for Storysnap, a B2B video marketing company with two brands, and grew leads 124% on a flat budget.
$3M+ pipeline and $1.28M closed won from companies reached on LinkedIn first.
Every gain came from structure, targeting and messaging. InMail spend stayed flat at about $18K a month the whole time.
Two brands, one company and no line of sight to revenue.
Customer story videos for SaaS marketing leaders, SMB to enterprise.
Product demo videos for SaaS product marketing and content teams.
InMail CPL each month, at only 65 to 82 leads. The structure was too broad for two different ICPs.
Influenced pipeline on LinkedIn's click model. The API records no clicks on InMail or video view campaigns, which were most of the mix.
Five changes. Each one from the data.
Kiin restructured both accounts using what the accounts themselves showed, not generic best practice.
- 01Full funnel
Video and Thought Leader Ads warm. Conversation Ads convert. CTV alongside.
- 02Message testing
Conversation Ad variants with and without a subject line.
- 03Targeting
Job titles vs function and seniority, tested per brand.
- 04Creative fatigue
Health audits, rotation and briefs on the gaps.
- 05Attribution
Pre deal exposure matched to HubSpot deals.
Video warms the audience. Conversation Ads convert it.
SMB, mid market and enterprise by segment, with separate US, global and cybersecurity ICP campaigns.
Served only to people who had already seen the top of funnel video, so the message lands warm.
The same ICP, off LinkedIn. Fibbler tracks CTV touches in the pipeline.
Dropping the subject line lifted open rate 12 points.
Same audience, same spend. The winning format went live in May on both Testimonial Hero and Product Hype, with the originals kept as a control.
Product Hype leads nearly tripled after one targeting switch.
Product Hype: job function and seniority won. Content marketing and product marketing, director and above.
Testimonial Hero: job titles looked promising, but seniority delivered more volume. Reconfigured to match.
How Kiin reads itSame company, opposite answers. Test, measure, and switch per product.
One video in nine campaigns fatigued the whole account.
The fix: rotate creatives on a schedule, and brief Storysnap on the exact formats and audience gaps the data showed.
LinkedIn's click model said $0. Pre deal exposure found $3M+.
LinkedIn impressions and engagements before the deal was created, matched to HubSpot deals at company level. Ads seen after the deal exists are never counted.
Pre deal impressions and engagement, below the strict click threshold.
At least one LinkedIn impression before the deal was created.
Ads that ran after deal creation. Never counted as pipeline.
May was the turning point: leads up 72%, CPL down 49%.
How Kiin reads itCTV is usually written off as awareness with no ROI. Here it shows up in the deals that closed.
Before and after. Every metric moved. The budget didn't.
| Metric | Jan to Apr | Jun to Jul | Change |
|---|---|---|---|
| InMail CPL | $213 to $300 | $101 to $103 | Down 66% |
| Leads a month | 65 to 82 | 173 to 183 | Up 124% |
| Conversation Ad open rate | 37 to 38% | 49 to 52% | +12pp |
| LinkedIn influenced pipeline | $0 reported | $3M+ | New measure |
| Closed won revenue | Not tracked | $1.28M | Feb to Jul |
| InMail spend | ~$18K a month | ~$18K a month | Flat |
What this account taught us.
- Drop the subject line. 12 points more open rate, across both brands and every segment.
- Fatigue is account wide. One creative in nine campaigns cut CTR 60 to 100%. Audit the overlap.
- Clicks miss InMail. No clicks are logged on InMail or video view campaigns, so click attribution reads $0.
- CTV shows up in deals. A pre deal touch in 15 closed won deals, without conversion tracking.
- Timing moves CPL. Thursday $149 vs Saturday $301. We use it for bid strategy and budget pacing on every account.
Want this on your account?
Kiin builds full funnel LinkedIn Ads for B2B SaaS, from video and Thought Leader Ads to Conversation Ads and CTV, and measures it against pipeline. Book a free call and leave with your benchmark, a business case and your first three fixes.