LinkedIn PPC - Cybersecurity
57% lower cost per lead for a UK IT security vendor on LinkedIn
Vantage Cyber
Snapshot
About this engagement
A UK IT security vendor was running LinkedIn paid campaigns internally but achieving a high cost per qualified lead and limited targeting precision. Generic creative, broad audience parameters, and a lack of structured testing meant the budget was being spent on audiences that would never buy - and the team had no clear view of what was and was not working.
Challenge
What we were asked to solve
The security vendor's LinkedIn campaigns were reaching broad, poorly-defined audiences with generic messaging. Cost per lead was high, conversion rates were low, and the internal team lacked the LinkedIn expertise to diagnose the problem or test their way to improvement.
Solution
How we approached it
We rebuilt their LinkedIn paid program from the ground up - redefining audience targeting using job title, seniority, company size, and technology stack filters specific to IT security buyers. We redesigned creative and copy, introduced native lead gen forms, and implemented a structured A/B testing framework across audiences and formats.
Cost per qualified lead dropped by 57% in the first 90 days. Click-through rates improved 3.1x. Two enterprise accounts were closed in the first quarter directly attributed to LinkedIn - both at deal sizes that covered the entire program cost.
Results
The numbers that tell the story
Why us?
Why clients choose xpandly
SME-focused by design
Our practice is built around the realities of growing businesses, not enterprise budgets. Every framework and engagement is calibrated to what works at your scale.
Vendor-agnostic, always
No reseller agreements, no preferred vendors, no margin incentives. Our only interest is finding the right solution for your specific situation.
Outcome-led, not hour-led
We scope work tightly, avoid unnecessary complexity, and stay focused on what will genuinely move the needle - not what looks impressive in a report.
End-to-end capability
From first AI workshop to production deployment to ongoing managed operations, we cover the full journey without you needing to assemble a patchwork of specialists.
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