Kindly: LinkedIn ads for B2B leads

Kindly is the chatbot you see on the Elkjøp and Norwegian website (as of April 2024) and is a Scandinavian tech company with an impressive growth.

When we got to know Kindly, they had a goal of getting to know LinkedIn better as a platform for advertising.

Test, test and more test

We tested:

• Image

• Entry angles

• Audience and targeting

• Text variations

And after a month, we were left with an ad far better than what we first made. That's the effect of testing.

And some LinkedIn ad tips:

Some immediate things we did were for example:

• We turned off Maximum delivery and chose only manual bidding, as this still provided a good volume of clicks for less money

• We started by testing targeting and then went hard on what worked best

Strategy

We set up four campaigns targeting different audiences:

1. Customer Service Manager / Head of Support

2. IT decision makers

3. Lookalike (LAL)

4. Retargeting

The campaigns contain identical ads, so we can determine which one performs best.

With the ads, we want to take advantage of Kindly's previous testimonials while also emphasizing the benefits of the chatbot. Within each campaign, there are two competing ads. We will be able to choose the best ad after a few weeks.

Destination: Landing page that we also created for Kindly

Campaign 1

Ad type: Sponsored content (image ad)

Position: Customer Service Manager / Head of Support

Where: Nordics + BeNeLux + UK

Starting bid: 3$

2 different ads A/B tested against each other:

• Pain point 1: FOMO for the company by not being available outside of working hours

• Pain point 2 Previous negative chatbot experiences

Campaign 2

Ad type: Sponsored content (image ad)

Position: IT decision makers

Where: Nordics + BeNeLux + UK

Starting bid: 3$

2 different ads A/B tested against each other:

• Pain point 1: FOMO for the company by not being available outside of working hours

• Pain point 2 Previous negative chatbot experiences

Campaign 3

Ad type: Sponsored content (image ad)

Who: Lookalike (LAL)

Where: Nordics + BeNeLux + UK

Industry: Open

Starting bid: 3$

2 different ads A/B tested against each other:

• Pain point 1: FOMO for the company by not being available outside of working hours

• Pain point 2 Previous negative chatbot experiences

Campaign 4

Ad type: Sponsored content (image ad)

Who: Website visitors in the last 40 days who have not converted

Where: Nordics + BeNeLux + UK

Industry: Open

Starting bid: 3$

2 different ads A/B tested against each other:

• Pain point 1: FOMO for the company by not being available outside of working hours

• Pain point 2 Previous negative chatbot experiences

What about the ads we ran?

The collaboration lasted until the beginning of April 2024, and we can look back on a lot of learning and useful findings!