LinkedIn Ads have emerged as one of the most effective ways to reach decision-makers, professionals, and B2B audiences. But with rising ad costs and stiff competition, many marketers struggle to generate strong returns. The good news? Several top brands have cracked the code to achieving measurable ROI with LinkedIn Ads—and their strategies offer valuable lessons for anyone looking to maximize campaign effectiveness.
In this post, we’ll explore five case studies from brands that boosted conversions, cut costs, and significantly improved their LinkedIn ROI. By the end, you’ll have actionable insights to apply to your next campaign.
1. Lucid Software: Boosting Conversions with a Funnel Approach
Lucid Software, a leader in visual collaboration tools, increased its conversion rate by 120% using a well-structured funnel strategy. Instead of targeting everyone with conversion-driven ads right away, Lucid built awareness at the top of the funnel with brand videos, then nurtured engaged audiences with retargeting campaigns.
This two-step approach—educate first, convert later—proved powerful. By the time prospects saw conversion-focused ads, they were already familiar with Lucid’s solutions, which drove higher engagement at the Director, VP, and C-suite levels of Fortune 1000 companies.
📌 Key takeaway: Don’t rush into conversions. Use video or thought leadership content to warm up audiences, then retarget with mid- and bottom-funnel campaigns.
👉 Read the full Lucid case study.
2. Scaling Champions: Driving 400% More Leads with Always-On Campaigns
Scaling Champions, a consulting firm for startups, grew qualified leads by 400% in just eight months using an always-on LinkedIn Ads strategy. Rather than running short bursts of campaigns, they continuously nurtured audiences—even during the holidays—using a steady mix of podcasts, whitepapers, and retargeting ads.
This consistent presence helped them build strong relationships with prospects while ensuring no leads “went cold.” By leveraging audience insights, they avoided wasted spend and kept ads relevant.
📌 Key takeaway: Treat LinkedIn as a long-term investment. Use always-on campaigns that continually engage and retarget prospects, rather than one-off seasonal efforts.
👉 Read the full Scaling Champions case study.
3. Grant Thornton Bharat: Reducing Cost per Lead by 20%
Grant Thornton Bharat, a major consulting firm, lowered their Cost Per Lead (CPL) by 20% by refining their targeting strategy. Instead of casting a wide net, they adjusted campaigns to closely match their Ideal Customer Profile (ICP) and experimented with multiple targeting options, including LinkedIn’s Maximum Delivery bidding strategy.
This combination of precision targeting and smart bidding not only improved efficiency but also delivered 20% more qualified leads within a year.
📌 Key takeaway: Refine your targeting to match your ICP closely, and don’t be afraid to experiment with bidding strategies. LinkedIn’s automated bidding tools can help stretch your budget further.
👉 Read the full Grant Thornton Bharat case study.
4. HEC Paris: Achieving 300% ROI with Conversion Tracking
For HEC Paris, one of Europe’s leading business schools, LinkedIn Ads generated a 300% ROI thanks to precise conversion tracking. By installing the LinkedIn Insight Tag, they were able to measure website conversions and trace leads directly back to ads.
The results? Out of 1,460 recorded leads, nearly 500 advanced to opening an application for their programs. LinkedIn Ads not only drove twice as many applications compared to other social platforms, but also lowered their cost per acquisition significantly.
📌 Key takeaway: If you’re not tracking conversions properly, you’re leaving money on the table. Install the LinkedIn Insight Tag to connect ad spend with real business outcomes.
👉 Read the full HEC Paris case study.
5. Refinitiv: Cutting CPL by 96% with Lead Gen Forms
Refinitiv, a global financial data provider, recorded an astounding 96% lower cost per lead by leveraging LinkedIn’s native Lead Gen Forms. Instead of redirecting prospects to external landing pages, they allowed users to submit information directly within LinkedIn—removing friction and reducing drop-offs.
They paired Video Ads and Carousel Ads to establish thought leadership at the top of the funnel, then retargeted with Lead Gen Forms to capture ready-to-convert audiences.
📌 Key takeaway: Use LinkedIn’s built-in Lead Gen Forms to simplify conversion. Less friction = lower costs and higher lead volume.
👉 Read the full Refinitiv case study.
6 Proven Strategies to Boost Your LinkedIn Ads ROI
Across these five case studies, several recurring strategies stand out:
- Leverage a Funnel Approach: Warm up your audience with awareness content before pushing for conversions.
- Adopt Always-On Campaigns: Maintain consistent visibility to keep your brand top of mind.
- Refine Targeting: Build campaigns around your ICP and experiment with LinkedIn’s targeting features.
- Use Conversion Tracking: Install LinkedIn Insight Tag and track the full buyer journey.
- Reduce Friction with Lead Gen Forms: Simplify lead capture by using LinkedIn’s native forms.
- Experiment with Creative Formats: Mix video, carousel, and thought leadership ads to keep engagement high.
Final Thoughts
LinkedIn Ads aren’t cheap, but when executed with the right strategy, they can deliver incredible ROI. Brands like Lucid Software, Scaling Champions, Grant Thornton Bharat, HEC Paris, and Refinitiv prove that measurable business outcomes are possible when campaigns are targeted, tracked, and optimized.
Whether you’re looking to increase conversions, lower CPL, or build brand awareness among decision-makers, the lessons from these success stories can guide your approach. Start by refining your targeting, tracking conversions, and reducing friction—and you’ll be well on your way to maximizing your LinkedIn Ads ROI.
✅ Pro Tip: If you want to replicate these strategies, explore LinkedIn’s Customer Success Hub for more best practices and industry insights.
