An exciting paid advertising campaign where I played a hands-on role in revamping a LinkedIn Paid Campaign Strategy in collaboration with the client.
Overview
An Australian professional body and not-for-profit organisation needed a complete refresh of their LinkedIn paid campaigns to enhance engagement and lead generation.
Behind-the-scenes
Developed a data-driven, full-funnel strategy (awareness, engagement, lead generation) tailored to different membership levels. This process included:
- Campaign Structure & Setup – Built from scratch with a clear naming convention for optimisation and client autonomy.
- Creative Execution – Deployed new and diverse formats (single images, carousels, videos, lead forms) to maximise engagement.
- Optimisation & Workflow – Implemented pacing sheets and a structured asset refresh system to streamline efficiency.
- Data-Driven Adjustments – Conducted daily performance reviews to refine targeting and improve results. Provided weekly performance reports to the client, ensuring transparency and strategic refinements.
Impact
The revamped strategy significantly improved engagement and lead quality, optimising ad spend and enhancing campaign scalability. The structured approach ensured long-term efficiency and client independence in managing future LinkedIn campaigns.