Industry
Corporate Events – Workplace Culture & Leadership Development
Services
*LinkedIn Paid Advertising Campaign Management
*Ad Creative & Copywriting
*Audience Targeting & Optimization
*Multi-Ad Format Testing (Message Ads, Website Visit Ads, Lead Gen Ads)
Client
Culture Summit – a flagship annual event bringing together leaders and HR professionals to discuss, share, and shape the future of workplace culture.
The Challenge
The Culture Summit’s goal was to drive high-quality attendance and engagement for their upcoming event. LinkedIn was selected as the primary advertising platform due to its ability to target specific industries, roles, and senior decision-makers.
Initially, the campaign ran on a R5,000 monthly budget, which was later increased to R5,000 per week in the weeks leading up to the event to maximize reach and conversions.
Key challenges included:
*Identifying which ad formats would deliver the best cost efficiency.
*Refining audience targeting to ensure the ads reached the right decision-makers.
*Driving both immediate sign-ups and long-term lead nurturing for the event.
Our Strategy
Multi-Format Ad Approach – We ran three types of LinkedIn ads in parallel:
Messaging Ads for direct, personalized event invitations.
Website Visit Ads to drive traffic to the event page (focused on low CPA).
Lead Generation Ads to capture prospect details directly on LinkedIn.
Audience Targeting Refinement –
Initial targeting highlighted Business Development professionals as the largest responding audience.
Adjustments shifted focus toward Human Resources professionals—the Culture Summit’s primary target market.
Budget Scaling – With increased spend, daily ad clicks jumped from 6–10 per day to 69 per day, significantly increasing engagement.
Optimized Lead Gen Funnel – Lead generation ads converted better later in the funnel when prospects were prompted to use a work email instead of personal email accounts (like Gmail).
The Results
Budget
Increased from R5,000/month to R5,000/week before the event.
Click Volume
Increased from 6–10 daily to 69 daily after budget boost.
Audience Shift:
Targeting adjustments moved top audience from Business Development to Human Resources—aligning perfectly with event goals.
Strong Later-Funnel Conversions
Lead Generation Ads improved when requiring work email entry
Key Insights
Increasing budget in the final lead-up to the event can dramatically boost reach and engagement.
Website Visit Ads are cost-effective for top-of-funnel conversions, while Lead Gen Ads excel in later stages of the sales cycle.
Targeting adjustments based on early campaign data are critical—shifting to HR professionals aligned the campaign with the Summit’s ideal audience.
Small form changes (e.g., requiring work email) can significantly improve lead quality.
Recommendations for Future Campaigns
Continue using a multi-ad format strategy to target prospects at different stages of the funnel.
Scale spend earlier to capitalize on strong CPC performance and build a larger warm audience for retargeting.
Keep refining audience targeting based on real-time data to ensure relevance and engagement.
Maintain website visit ads for cost efficiency and lead gen ads for high-intent sign-ups.
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