LinkedIn Ads Case Study – B2B Industrial Lead Generation
Campaign Overview
Industry: Silica Aerogel Insulation Blankets (High-tech Industrial Insulation)
Target Regions: UAE, Oman, Qatar
Objective: Generate qualified B2B procurement leads from manufacturing, oil & gas, and construction sectors
Platform: LinkedIn Ads
Campaign Type: Lead Gen + Website Conversion
Total Spend: USD 200,000
Challenge
Silica aerogel insulation is a highly specialized industrial product, and the market has:
- Very limited and technical buyer audiences
- High competition from global insulation suppliers
- Long sales cycles that require pre-qualified leads
- Need for verified procurement contacts, not general inquiries
The client required:
- Decision-maker level leads
- Verified B2B prospects from engineering, EPC, industrial manufacturing companies
- A steady flow of RFQs with high project value
Our Strategy
To address these challenges, I developed a full-funnel digital strategy integrating performance marketing, CRM, and automation.
Audience Targeting (LinkedIn Precision)
Targeted decision-makers and influencers:
• Procurement Managers
• Industrial Engineers
• Project Managers (Manufacturing / Construction / Oil & Gas)
• Operations Directors & Supply Chain Heads
Filters Used:
• Industry: Manufacturing, Oil & Gas, Energy, Construction
• Company Size: 200+ employees
• Seniority: Manager, Director, VP, CXO
• Job Functions: Procurement, Engineering, Operations
Ad Strategy
• Single-keyword ad groups (SKAG-inspired structure)
• Technical benefit-driven ad copy
• Highlighted supply volume, certifications, OEM quality, delivery timelines
• Call extensions + structured snippets for product categories
Ad Strategy
Used 3 performance-focused content formats:
1. Lead Gen Forms – RFQ format with technical qualification fields
2. Document Ads – Aerogel insulation datasheet + performance comparison PDF
3. Message Ads & InMail – Targeting procurement heads with project support offers
Creative Messaging Angles
•“50% better thermal performance vs traditional insulation.”
• “Reduce energy loss up to 70% with aerogel technology.”
• “Project-ready supply with technical guidance.”
Funnel Setup
• Auto-filled LinkedIn Lead Forms
• Technical qualification questions: industry, project size, timeline
• Routing to CRM + prioritized follow-up
• Retargeting with case studies & sample request ads
Campaign Execution
• 27 ad variations across 3 countries
• Weekly bid & audience optimization
• Seniority-based segmentation to reduce junk leads
• High-intent retargeting cycle for datasheet downloaders
• Offline conversion tracking to map verified B2B prospects back to campaigns
Key Insights
- Document Ads (Datasheet PDF) generated 42% of verified B2B leads
- Seniority-based targeting produced 2× higher qualification rates
- Engineering job functions converted best in UAE, procurement functions in Oman & Qatar
- Lead Gen Forms reduced CPL significantly compared to Website Conversion campaigns
- Retargeting nurtured users into verified sales-ready inquiries
Performance Summary
Lead Generation
|
Metric |
Value |
|
Total Leads Generated |
2,356 |
|
Verified B2B Procurement Leads |
335 |
|
Overall Conversion Rate |
14.2% verified |
|
Cost per Lead (CPL) |
USD 84.8 |
|
Cost per Verified Procurement Lead |
USD 597 |
Revenue Impact
Average Order Size: USD 60,000
Repeat Order Rate: 55%
Estimated Sales Conversion (industry-safe assumption 25%):
335 verified leads × 25% = ≈ 84 deals
Revenue from First Orders:
84 × 60,000 = USD 5,040,000
Repeat Revenue (55% of accounts reorder):
≈ 46 repeat orders × 60,000 = USD 2,760,000
Total Revenue Potential:
≈ USD 7,800,000
ROAS (Return on Ad Spend):
7,800,000 ÷ 200,000 = 39×
LinkedIn delivered exceptionally high-quality procurement leads with multi-million–dollar revenue potential.
Business Impact
The LinkedIn campaign positioned the brand as a leading aerogel insulation solution provider in GCC markets. It generated a robust pipeline of high-value industrial buyers, helping sales teams secure large recurring contracts with EPC and manufacturing companies.
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