Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your LinkedIn advertising. I understand you're looking to increase your market share by getting more insurance agencies signed up with your comparison platform, and that you've been struggling with lead quality on LinkedIn. I’ve seen this kinda situation loads of times.
We'll need to look at your Targeting...
Right, first things first, let's talk targeting. LinkedIn's B2B targeting can be brilliant, but it's also easy to get it wrong. I can see that you are based just outside London and work with London-based insurance agents, so the first thing I'd double check is whether you are actually narrowly targeting London properly. From my experience it is very important to specify the geographical area or you end up targeting the whole of the UK. Think about the specific job titles of the people you want to reach. Are you targeting agency owners, managers, or specific types of agents? The more specific you can be, the better.
Company size is another key factor. Are you targeting small, independent agencies or larger, more established firms? LinkedIn allows you to target by company size, so use that to your advantage. Don't just blanket target "insurance" or "insurance agents." Dig deeper and think about the specific niches within the insurance industry that you want to target. Maybe you specialise in certain types of insurance (e.g., commercial, personal, etc.). Make sure your targeting reflects that.
I'd say you need to improve your Messaging...
Now, let's move onto messaging. Generic ads that talk about "the benefits of our platform" simply won't cut it. You need to speak directly to the pain points and challenges that London insurance agents face. What are their biggest frustrations? What keeps them up at night? How can your platform genuinely solve their problems and make their lives easier? Focus on those things in your ad copy.
For example, are they struggling with:
-> Generating enough leads?
-> Keeping up with changing regulations?
-> Managing their existing client base?
Highlight how your platform can help them overcome these challenges. Use real-world examples and case studies to show the value you provide. I'd also recommend testing different ad formats. Sponsored content ads with images or videos can be really effective at capturing attention. Conversation ads can be great for starting conversations and generating leads directly within LinkedIn. Carousel ads can be used to showcase different features of your platform or highlight multiple benefits. Think about your unique selling points, what makes you different to the competition? For example are you helping them to comply with all the new regulations for insurance companies, which is a pain point for all insurance companies at the moment? Think about what matters most to insurance agencies when choosing a comparison platform.
-> Is it price?
-> Is it ease of use?
-> Is it the range of insurance products they can offer?
Highlight these factors in your messaging. You might want to get someone to have a look at the copy, we use a copywriter for this with experience writing for SaaS.
You probably should be split testing Creatives and Landing Pages...
Once you've nailed down your targeting and messaging, it's time to think about creatives and landing pages. Your ad creatives (images and videos) should be visually appealing and relevant to your target audience. Use high-quality images and videos that showcase your platform in action. Make sure your landing pages are optimised for conversions. They should be clear, concise, and easy to navigate. Include a strong call to action that encourages visitors to sign up or learn more.
If you've got the budget, A/B testing is essential. Test different ad creatives, landing pages, and calls to action to see what performs best. Even small changes can have a big impact on your results. But again, the most important thing is to know your audience inside out. Understand their needs, their challenges, and their motivations. The better you understand them, the more effective your LinkedIn advertising will be.
I know one of our clients saw really good results by making a video with the CEO to make things more personal and transparent, this might be something to consider. I would also recommend getting some testimonials from insurance agents about your comparison platform if you don't have them already.
You'll need to look at your Budget and Bidding Strategy...
Finally, let's talk budget and bidding strategy. LinkedIn advertising can be expensive, so it's important to set a budget that you're comfortable with. Start with a small budget and gradually increase it as you see results. There are several different bidding strategies you can use on LinkedIn. Cost-per-click (CPC) bidding allows you to pay only when someone clicks on your ad. Cost-per-impression (CPM) bidding allows you to pay for every 1,000 impressions your ad receives. Conversion optimisation allows LinkedIn to automatically optimise your bids to maximise conversions.
I would recommend starting with CPC bidding and then switching to conversion optimisation once you have enough data. I remember one campaign we ran where we got decision makers at $22 CPL by using the right bidding strategies. The best bidding strategy for you will depend on your specific goals and budget.
I've detailed my main recommendations for you below:
| Recommendation | Actionable Steps |
|---|---|
| Refine LinkedIn Targeting |
-> Specify geographical area (London) -> Target specific job titles of decision makers -> Target by company size |
| Improve Ad Messaging |
-> Speak directly to pain points of London insurance agents -> Use real-world examples and case studies -> Test different ad formats (sponsored content, conversation, carousel ads) |
| Optimise Creatives and Landing Pages |
-> Use high-quality, visually appealing creatives -> Ensure landing pages are clear, concise, and easy to navigate -> Include a strong call to action |
| Implement A/B Testing |
-> Test different ad creatives, landing pages, and calls to action -> Monitor results and make adjustments as needed |
| Optimise Budget and Bidding Strategy |
-> Start with a small budget and gradually increase it -> Begin with CPC bidding, then switch to conversion optimisation |
Implementing these strategies should help you refine your targeting, improve your messaging, and ultimately, deliver qualified leads that convert into sales.
Running effective LinkedIn ad campaigns can be a bit of a handfull, as you’ve already seen. We’ve run quite a few campaigns for B2B, for example I remember one campaign we ran for a software company where we got B2B decision makers at $22 CPL using LinkedIn Ads. Sometimes it makes sense to just have an expert deal with this, so you can keep focused on running your business. If you would like a more in-depth, tailored strategy, feel free to book in a free consultation, it's in the bio.
Regards,
Team @ Lukas Holschuh
Lukas Holschuh
Founder, Growth & Advertising Consultant
Great campaigns fail without expertise. Lukas and his team provide the missing strategy, optimizing your entire advertising funnel—from ad creatives and copy to landing page design.
Backed by a proven track record across SaaS, eLearning, and eCommerce, they don't just run ads; they engineer systems that convert. A data-driven partnership focused on tangible revenue growth.
