Currency GBP (£)
Sparklines show daily values from 14 to 27 September. The dashed line marks the daily average.
Ad sets are grouped by market based on the campaign and ad set naming (US / UK). Status reflects the campaign and ad set status at the end of the reporting period.
| Ad set / campaign | Impr. | Clicks | CTR | Spent | % of Market Spend | Avg. CPC | Avg. CPM | Form Opens | Leads | Conv. |
|---|---|---|---|---|---|---|---|---|---|---|
| Conversions - US active | 10,268 | 222 | 2.16% | £280.75 | 44.6% | £1.26 | £27.34 | 0 | 0 | 0 |
| Videos - US active | 8,478 | 16 | 0.19% | £176.24 | 28.0% | £11.02 | £20.79 | 0 | 0 | 1 |
| Lead generation - US active | 1,343 | 10 | 0.74% | £173.19 | 27.5% | £17.32 | £128.96 | 5 | 0 | 0 |
| Ad set / campaign | Impr. | Clicks | CTR | Spent | % of Market Spend | Avg. CPC | Avg. CPM | Form Opens | Leads | Conv. |
|---|---|---|---|---|---|---|---|---|---|---|
| UK - Conversions campaign paused | 206 | 0 | 0.00% | £25.45 | 26.5% | – | £123.54 | 0 | 0 | 0 |
| Videos - Uk campaign paused | 5,514 | 8 | 0.15% | £52.53 | 54.7% | £6.57 | £9.53 | 0 | 0 | 0 |
| Lead generation - UK ad set paused | 271 | 2 | 0.74% | £18.10 | 18.8% | £9.05 | £66.79 | 2 | 0 | 0 |
| Market | Impr. | Clicks | CTR | Spent | CPC | Leads |
|---|---|---|---|---|---|---|
| US (United States) | 20,089 | 248 | 1.23% | £630.18 | £2.54 | 0 |
| UK (United Kingdom) | 5,991 | 10 | 0.17% | £96.08 | £9.61 | 0 |
| Total | 26,080 | 258 | 0.99% | £726.26 | £2.81 | 0 |
Our US consideration ads are the engine of the account: they delivered 86.0% of all clicks (222 of 258) on 38.7% of spend, at £1.26 per click. We'll concentrate the extra budget on the two strongest ads, “Driving Procurement Change Through Adoption” (2.38% click rate) and “Intelligence Beyond Automation” (£1.10 per click), and use the traffic they bring in to grow our retargeting audiences. Spend will rise week by week, and we'll pull back if cost per click moves well above £1.26, so growth never costs us efficiency.
Lead generation hasn't had enough delivery to judge yet: 10 clicks and 5 form opens in the US, and only two days of activity in the UK. We'll keep both markets live every day on a steady budget to set a realistic cost-per-lead benchmark for each, and use the form data to find where people drop off, since none of the 7 opened forms were submitted. Those results will decide how the lead budget is split between the US and UK from then on.
Separate US and UK BOFU campaigns will replace the shared Leads BOFU - US/UK campaign, giving each market its own budget, targets and cost-per-lead reporting. These campaigns will retarget people who have already shown interest, the 224 landing-page clicks and 4,124 video views from this period, with a lead-focused offer. That way, people who watch a video or visit the website are moved towards becoming a lead, instead of being lost after the first touch.
All of our ads currently compete for attention in the LinkedIn feed; InMail gives us a direct, one-to-one route into the inboxes of the decision-makers we want to reach. We'll test one focused message per market with a single offer and one call to action, and compare its cost per lead with the feed campaigns. If it performs better, it earns a bigger share of the budget.