How this company used LinkedIn Ads to get leads at ⅓ the cost of Google Ads
Dromo.io is a CSV and Excel importer platform that helps businesses seamlessly integrate spreadsheet data into their software applications. Having already achieved success with Google Ads, the team at Dromo was eager to explore additional channels to further diversify their lead generation strategy and reach a broader audience.
How this company used LinkedIn Ads to get leads at ⅓ the cost of Google Ads
Dromo.io is a CSV and Excel importer platform that helps businesses seamlessly integrate spreadsheet data into their software applications. Having already achieved success with Google Ads, the team at Dromo was eager to explore additional channels to further diversify their lead generation strategy and reach a broader audience.
Project highlights
Industry:
Software company
Tools:
LinkedIn Ads
Who I worked with:
Co-founders, Head of Engineering, CTO
Before
Dromo was already happy with their Google Ads results, but they knew there was always room for improvement. They were open to experimenting with different platforms and approaches to see what worked best. Initially, they considered a few different options, like Reddit, Twitter (or X, as it's called now), Stack Overflow, Bing Ads, and even Meta.
But ultimately, LinkedIn made the most sense:
- LinkedIn is perfect for reaching B2B folks – Dromo's target audience
- We could get super specific with targeting and make sure their ads were reaching the right people
- Plus, they had visuals and messaging that were a good fit for LinkedIn's ad formats
Our goal for their LinkedIn Ads was to bring in high-quality leads that were likely to become paying customers, all while keeping costs low.
During
We launched a LinkedIn Ads campaign using Lead Gen Forms, which allow users to easily submit their information without leaving the platform.
Our targeting included a specific audience of key decision-makers and influencers in their market, including CEOs, CTOs, COOs, and other relevant titles.
To make sure we were reaching the right people, we implemented:
- Retargeting: We showed ads to people who had already visited their website or checked out their company page on LinkedIn
- Prospect list targeting: We uploaded a list of their existing prospects to target them directly on LinkedIn
- Interest targeting: We also targeted people who had shown interest in things related to Dromo's product, like data integration
All in all, we reached an audience of about 150,000 LinkedIn members who were likely to be interested in what Dromo had to offer.
After
The LinkedIn Ads campaign proved to be a successful addition to their marketing mix:
- The average cost per lead on LinkedIn Ads was $242, significantly lower than their Google Ads cost per lead of $754
- Even though the leads were cheaper, they still managed to bring in almost the same number of leads as their Google Ads campaigns
- People were loving the ads, with tons of engagement and even a comment from someone saying “Your ad totally worked, I filled out your form!”
By leveraging LinkedIn Ads alongside their existing Google Ads strategy, Dromo was able to tap into new lead sources, reach a wider audience, and even achieve a lower cost per lead. It's a great example of how a multi-channel advertising strategy can really pay off.
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