LinkedIn, Unleashed: 1M Impressions. 77 Enterprise Engagements. One Killer Strategy.

Making LinkedIn Work for Enterprise SaaS

Background

Our client is an enterprise SaaS firm operating in the procurement space, selling a complex platform into large organisations with layered decision-making and long sales cycles.

Their buyers are senior, time-poor, and rightly cautious - basically the kind of audience that doesn’t respond to loud, generic ads.

LinkedIn was the obvious place to reach them. The challenge wasn’t access, but making sure the activity actually delivered meaningful engagement rather than just visibility.

The Problem

Before working with us, LinkedIn was starting to feel more like an awareness channel than a true demand driver. While impressions were healthy, they weren’t consistently turning into quality conversations.

Senior enterprise audiences are expensive to reach, and without the right structure in place, costs can quickly rise without a clear return.

Our client needed LinkedIn to work harder for them — delivering genuine contacts from the right organisations, without sacrificing efficiency.

The Solution

Enter Angelfish. When we first started working with our client, we took a step back and focussed on rebuilding the LinkedIn Paid Social approach around one clear principle: relevance.

Our approach combined precise targeting, platform-native creative, and hands-on optimisation to drive quality contacts at scale. That meant focusing on who we were speaking to, what actually mattered to them, and how we asked them to take the next step.

Audience Strategy

The campaign prioritised precision targeting using LinkedIn’s native B2B capabilities. We focused on reaching senior procurement, transformation, and operational roles within enterprise-sized organisations, ensuring ads landed in front of real decision-makers and key influencers across complex buying groups.

At the same time, non-relevant roles and poor-fit audiences were actively excluded to protect both efficiency and lead quality.

Creative & Messaging

Creative and messaging were designed to feel natural in the LinkedIn feed rather than overly promotional. We led with problem-led messaging grounded in genuine procurement challenges, paired with clear and concise value propositions focused on efficiency and control.

Strong but low-friction calls to action encouraged engagement without pushing cold audiences too hard, striking the right balance between enterprise credibility and accessibility.

Funnel Approach

Cold audiences were guided through a focused conversion journey built around clarity and intent. Messaging was tailored to different awareness levels, ensuring users received the right information at the right time.

Lead capture was optimised to reduce friction while maintaining quality, helping convert interest into meaningful contacts rather than casual clicks.

Optimisation & Performance Management

Performance was actively managed throughout the campaign. Creative and messaging were continuously refined to sustain engagement as reach increased, budget was reallocated toward the strongest-performing audiences, and conversion performance was closely monitored to keep cost per contact under control.

This hands-on approach ensured efficiency was maintained — even as the campaign scaled.

The Results

We don’t want to brag, but this campaign had some pretty impressive results, delivering strong, scalable performance across key metrics:

• 1,000,000 impressions, reaching enterprise-level audiences at scale
  
• 2,000 clicks at an average CPC of £5.69
  
• 77 contacts generated from highly targeted users
  
• £158.69 cost per contact, competitive for enterprise SaaS
  
• 3.6% click-to-contact conversion rate, showing strong message–audience alignment
  
• Precision targeting over broad reach
  
• Clear, problem-led messaging rooted in real buyer pain points
  
• Platform-native creative that feels natural, not forced
  
• Ongoing optimisation to protect efficiency as scale increases
  

Beyond the numbers, lead quality was a clear win. In fact, contacts came from organisations such as Tesco Insurance, Aldermore, SSE Energy, the NHS, UCAS, Leeds Building Society, and EDF Renewables, closely matching the client’s ideal customer profile.

How We Did It

So, what made this campaign work so well? Ultimately, because here at Angelfish, we don’t treat Paid Social as a volume game. Instead, our method is built around:

It’s this approach that turns LinkedIn from a branding channel into a genuine demand engine.

How We Measured Success

The primary objective was simple: generate genuinely qualified contacts from enterprise procurement audiences — not just activity for activity’s sake.

This meant focusing on the people who actually influence buying decisions, rather than chasing volume at the expense of relevance.

Success was measured on quality and efficiency. We tracked cost per contact to ensure spend stayed sustainable, monitored the click-to-contact conversion rate to understand how well messaging resonated, and kept a close eye on the volume of qualified contacts coming through.

Underpinning all of this was a focus on cost-efficient traffic from senior stakeholders, ensuring LinkedIn was driving real commercial value rather than surface-level engagement.

So, What’s Next?

With a strong performance baseline firmly in place, our focus will now shift from proving the channel to pushing it further.

The next phase will concentrate on scaling activity while protecting what made the campaign work in the first place — lead quality.

That means gradually increasing spend without diluting audience relevance, testing new creative formats and messaging angles to keep performance fresh, and expanding into adjacent enterprise functions where the product has clear value.

Each step will be driven by data and learning from what’s already working, ensuring growth stays controlled, efficient, and sustainable.

Ready to Level Up Your LinkedIn?

If you’re a SaaS brand investing in LinkedIn but not seeing the impact you expect, don’t worry - we’d love to help.

Get in touch today and let’s make Paid Social work harder for your business.