FDS Contracting · Case study

LinkedIn Ads for FDS Contracting

A LinkedIn Ads lead generation campaign for specialist contractor FDS Contracting: 160 B2B leads in five months at £14.99 per lead.

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LinkedIn Ads case study for FDS Contracting

Client: FDS Contracting
Services: Lead Generation

Key results

Leads generated in five months: 160Leads generated in five months
Lead form completion rate: 32%Lead form completion rate
Cost per lead: £14.99Cost per lead

Overview

The FDS Group is a specialist contractor providing smoke ventilation for complex commercial and residential developments. It designs, supplies and installs systems for larger projects, from mechanical and natural smoke ventilation to car park ventilation.

ExtraDigital has worked with the FDS Group for over a decade across FDS Contracting and FDS Consult UK, including a full website redesign and ongoing PPC, social media, email marketing and SEO.

The challenge

FDS Contracting sells to a narrow, professional audience: developers, contractors and specialists working on complex building projects. Reaching those decision-makers efficiently is hard on channels that can't target by job, industry or seniority.

With changes in construction legislation and regulation affecting what developers must comply with, FDS had useful expertise to share. The task was to put it in front of the right professionals and turn their interest into leads for the sales team.

The solution

We recommended LinkedIn Ads for their professional targeting, and built a lead generation campaign around one of FDS's brochures.

A useful offer

The brochure gave the audience practical value at a time when regulations were changing, which gave them a clear reason to respond.

LinkedIn lead gen forms

We used LinkedIn's built-in lead forms, which fill in details from the user's profile, so people could request the brochure without leaving LinkedIn.

Testing ad copy and audiences

We tested ad copy and audience combinations, then moved budget towards the ads delivering the best results.

Want to know whether LinkedIn Ads could work for your business? Talk to our paid social team.

The results

Within five months, the campaign delivered:

160 leads generated
32% lead form completion rate
£14.99 cost per lead

LinkedIn has become an important part of FDS Contracting's lead generation, and we planned to keep using LinkedIn Ads for both FDS Contracting and FDS Consult UK.

What’s next

Our paid social team plans and manages LinkedIn Ads for B2B businesses, from research and targeting to ad creation, lead forms and ongoing testing.

See more LinkedIn results:

Get in touch to discuss a LinkedIn campaign for your business.

Frequently asked questions

Is LinkedIn advertising right for B2B businesses?

It often suits businesses selling to professionals, because you can target by job title, industry, company and seniority. Whether it is right for you depends on your audience, offer and budget, which we can review with you.

What are LinkedIn lead gen forms?

They are forms inside LinkedIn that fill in with details from the user's profile, so people can respond without visiting your website. This can reduce friction and make it easier to respond.

What kind of offer works best on LinkedIn?

Useful content such as brochures, guides, eBooks and case studies tends to suit LinkedIn's professional audience. We test offers, ad copy and audiences to find what performs for you.

What is the average cost per lead on LinkedIn?

LinkedIn cost per lead depends on your target audience, competition and content offer. Calculate your campaign’s average by dividing advertising spend by the number of leads generated. For FDS Contracting, this campaign achieved £14.99 per lead over five months.

A useful target reflects the value of a potential customer and how many leads become sales. We assess cost alongside lead quality, then test targeting, ad copy and offers to improve performance.