In late 2022, we successfully acquired new customers on LinkedIn by leveraging the platform’s engaged professional audience. However, we reached the point of diminishing returns in terms of budget and scalability, prompting us to bring new channels into the mix.
Our challenge: to optimize and scale up LinkedIn acquisition tactics on Facebook while navigating Facebook’s Special Ad Category targeting limitations, strict content guidelines, and added approval processes. The complexity of this challenge was further amplified by our partner’s request to allocate more resources toward the worker segment, which historically experienced more consistent demand than the seasonal student segment.
This challenge gave us a unique opportunity to retrofit our social ads approach to efficiently find and convert individual audience segments, despite having fewer levers to pull.
Here’s how we tackled the challenge. ↓