How we turned LinkedIn Ads into the #1 B2B lead generation channel for ForwardTech7

ForwardTech7 develops software solutions for mid-market and enterprise companies in IT and technology. With a complex product and long sales cycle, their main challenge was reaching the right decision-makers: CTOs, VPs of Engineering and IT Directors in target companies.

Before working with DAFE Digital, ForwardTech7 had tried various approaches: cold outreach, networking events, and Google Ads campaigns. Results were inconsistent, and cost per lead exceeded the allocated budget. Moreover, many leads did not match the ICP (Ideal Customer Profile) criteria, resulting in a low lead-to-client conversion rate.

Key challenges:

• •High cost per lead: 280 RON/lead, above allocated budget
• •Inconsistent lead quality: only 55% matched ICP
• •Low lead-to-client conversion rate: 8%
• •Difficulty targeting the right decision-makers in mid-market companies
• •Lack of a clear nurturing strategy for B2B leads

We developed a multi-stage LinkedIn Ads strategy focused on precise targeting, relevant messaging and continuous optimization based on data.

Our strategy rested on three pillars: (1) Research & Audience Definition to identify the ideal customer profile, (2) Campaign Structure & Ad Creative for relevant messaging at each funnel stage, and (3) Optimization & Lead Nurturing to maximize conversions and ROI.

Actions implemented:

• •Detailed analysis of existing clients to identify common patterns
• •Audience segmentation by seniority: Entry-level, Mid-level, Senior, Director, VP, C-level
• •ABM (Account-Based Marketing) lists with top 100 target companies
• •Sponsored Content campaigns for awareness with case studies and whitepapers
• •Message Ads campaigns for direct outreach to decision-makers
• •Retargeting campaigns for those who visited the website or downloaded content
• •Continuous A/B testing on ad creative: images, headlines, CTAs
• •Landing pages optimized for conversion, with short forms and clear CTAs
• •CRM integration for lead-to-client tracking and real ROI calculation
• •Weekly reporting with actionable insights and optimization recommendations

After 6 months of collaboration, results exceeded expectations. LinkedIn Ads became the #1 lead generation channel for ForwardTech7, with higher-quality leads and controlled costs.

Cost per lead reduced by 40%: from 280 RON/lead to 168 RON/lead

Lead-to-client conversion increased by 55%: from 8% to 12.4%

50–70 MQLs (Marketing Qualified Leads) generated consistently per month

85% of leads match the ideal customer profile (ICP)

CTR (Click-Through Rate) of 0.95%, above industry average of 0.45%

Landing page conversion rate of 18.5%, vs. 12% before optimization

Cost per click 35% lower than market average: 12 RON

420,000 RON in pipeline generated in sales opportunities in 6 months