Lead generation was our primary objective. Not only did Thnks want to increase lead volume, but they also wanted to isolate specific user profiles to drive efficiencies and improve lead quality across their paid channels.
For Thnks, LinkedIn was an obvious choice. Leveraging LinkedIn’s robust targeting capabilities, we successfully isolated their ICP, which yielded a substantial volume of high-quality leads. In 2022, our lead-to-MQL rate on LinkedIn consistently hit 80% or higher.
Eventually, we reached our max spend threshold on LinkedIn, and had to find ways to diversify our channel mix to keep growing lead volume. We turned to Meta, but didn’t see the same early success. Our team drove a high volume of lower-cost leads on Meta during initial campaigns, but few leads were actually qualified. As a result, our lead-to-MQL rate fell below 50%.
So, how did we pivot our Meta strategy to isolate Thnks’ target audience, drive quality lead volume, and scale results? Let’s find out ↓