Not all calls are created equally. A sunny summer day came with surprise and a familiar voice - “How’d you like to manage campaigns for LinkedIn and Facebook—at the same time?” I knew the voice well—it was a long time collaborator. He knew the ask was bold and came with a ton of responsibility.
LinkedIn and Facebook had invited LeadsBridge into a strategic co-marketing partnership. Dave (Director of Growth at Leadsbridge) knew this was a make-or-break opportunity to impress two of the most influential players in digital marketing. And he knew exactly who to call to make it happen: Truax Marketing. We jumped at the challenge. What followed was a fast-paced, creative campaign that not only delivered big on leads and engagement, but also forged lasting relationships.
Client
Leadsbridge
Services
LinkedIn & Facebook Advertising, Demand Generation, Branding and Influencer Content Creation
Project goals
Crafting a Video-First, Full-Funnel Strategy
With the decision made to go video-first on LinkedIn, we sketched out a campaign that covered every stage of the buyer’s journey. The idea was straightforward: use LinkedIn video ads to attract a broad yet relevant audience, then nurture interested folks with follow-up content and targeted offers on both LinkedIn and Facebook. In practice, that meant a lot of moving pieces working in harmony:
Top-of-Funnel (Awareness): We created short, punchy LinkedIn videos introducing a key pain point that LeadsBridge solves. These videos were designed to stop thumb-scrolling professionals in their tracks with a mix of crisp motion graphics and relatable humor. The goal here was a quick hook: educate viewers that “there’s a better way” and pique curiosity about LeadsBridge’s solution. We didn’t ask for anything upfront – no forms, no sales pitches – we just wanted people to watch and remember. And watch they did. By focusing on storytelling and genuine insight (with a dash of fun), we earned strong engagement signals from the get-go.
Mid-Funnel (Engagement & Consideration): Once someone watched our LinkedIn videos, they entered our retargeting pool. We built this foundation to an audience of 75,000+ highly engaged LinkedIn users over the course of the campaign. This was critical. Why? Because a person who’s interacted with your content before is far more likely to take the next step. We served retargeted LinkedIn ads that invited these warm prospects to download a free guide we wrote on “Seamless Lead Generation Workflows.” Since LinkedIn allows lead-gen forms right in the ad, busy professionals could sign up to get the guide without even leaving the LinkedIn feed. Meanwhile, on Facebook (the other channel we were managing simultaneously), we showed the same audience a mix of short video reminders and testimonials, reinforcing the message in a more casual environment. By synchronizing LinkedIn and Facebook efforts, we met prospects wherever they happened to scroll, maintaining a consistent story.
Bottom-of-Funnel (Conversion): All that engagement culminated in the final step – turning interested prospects into real sales leads for LeadsBridge. We built dedicated landing pages (again, all content and design handled by us at Truax) to capture contact information in exchange for the in-depth guide and a demo offer. The landing pages were crafted to mirror the messaging and visuals people saw in the ads, creating a seamless journey. Each touchpoint was consistent in tone and reinforced the value of LeadsBridge’s solution. This integrated approach kept prospects moving down the funnel without confusion. And because we tracked everything meticulously, we could optimize on the fly – tweaking targeting, pausing underperforming ads, reallocating budget to the winners – to make sure we hit our goals. In essence, we managed the creative, the targeting, the optimization, and the reporting end-to-end, so the LeadsBridge team (and LinkedIn’s and Facebook’s partnership managers) could watch the plan unfold with confidence.
result
Results That Speak for Themselves
After several weeks, our campaign wrapped up – and the numbers told a story we’re unapologetically proud of. The full-funnel, video-centric strategy didn’t just work; it exceeded expectations on multiple fronts. LeadsBridge’s cost-per-lead (CPL) plummeted to roughly one-third of its previous level, a dramatic improvement in cost efficiency. Put another way, we drove over three times as many leads for the same budget – a crucial outcome given LinkedIn’s usual price tag on leads. In fact, the Director of Growth, Dave F., later confirmed the impact from his perspective:
“From strategy through execution, [Truax’s] team made us look good in front of our most important partners. Results spoke for themselves; they reduced our cost-per-lead by 36%, increased our web traffic by 22%, and created a lasting relationship with both LinkedIn and Facebook.”
– Dave F., Director of Growth at LeadsBridge
Those outcomes weren’t just lucky breaks; they were earned through careful strategy and execution. By lowering the CPL so significantly, we freed up budget and proved that even on a premium platform like LinkedIn, you can achieve efficiency at scale.
Arguably the most valuable asset we built was that retargeting audience of 75,000+ engaged users. This became a marketing goldmine for LeadsBridge moving forward. It’s an audience that had watched a video or visited the site – in other words, people who knew the brand and problem space. With LinkedIn’s Matched Audiences and Facebook’s Custom Audiences, LeadsBridge could continue to re-engage this pool for future product launches, webinars, or promotions at a fraction of the cost of finding a cold audience again. Considering retargeting ads can deliver a 50% lower cost-per-acquisition than untargeted ads, having that foundation set was a gift that kept on giving.
And then there’s the intangible win: relationship capital. Successfully executing this campaign didn’t just generate leads and traffic; it earned goodwill with two key partners. LinkedIn saw their co-marketing initiative turn into a case study-worthy success, and Facebook enjoyed increased ad spend and a happy advertiser in LeadsBridge. For LeadsBridge, this meant strengthened ties with platform reps and a reputation as a savvy marketer in its own right. In the B2B tech world, being able to show that you’ve run joint campaigns with marquee platforms – and knocked it out of the park – is huge for credibility.
What we Learned (and Loved)
Looking back, the project was equal parts exhilarating and educational for our team at Truax. We thrive on being an extension of our client’s team, and in this case we truly felt like partners in the trenches with LeadsBridge (and by extension, with LinkedIn). The journalistic side of us wants to highlight a few takeaways for any reader – marketer or not:
Know Your Platform, Tailor Your Story: Each social channel has its own “language.” We approached LinkedIn with a professional-yet-playful tone (imagine a New York Times piece with a wink here and there), while on Facebook we kept things even more casual and concise. Understanding these nuances was key. It’s like how a great storyteller adjusts their style for the audience – we did the same across platforms, and it paid off in engagement. Our content wasn’t generic marketing fluff; it was tuned in to what busy professionals care about, delivered in a format they enjoy (quick-hit videos with substance).
Full-Funnel Thinking Works: We’re unabashed believers in full-funnel marketing, and this case reinforced why. By not fixating on just one metric (say, click-through rates on one ad) and instead guiding the audience from awareness to conversion in a cohesive flow, we created a multiplier effect. Each stage set up the next. Many of our LinkedIn video viewers later became guide downloaders, and many of those became sales calls for LeadsBridge. The funnel was built like a series of bridges (pun intended) – and no leads fell through the cracks.
Collaboration and Trust Make the Difference: This might sound soft, but it’s true: the trust that Dave and the LeadsBridge team placed in us was the X factor. They gave us the freedom to create boldly – to film quirky videos, to write openly and helpfully instead of pushing a hard sell, to allocate budget between LinkedIn and Facebook as we saw fit. That trust empowered us to do our best work. And when the results started coming in, it validated that collaborative approach. By the end, it really felt like a win that we all built together. We just happen to be the ones telling the story.
In the end, what started with an unexpected phone call turned into a milestone success for LeadsBridge – and a highlight for Truax. We set out to make something people would talk about, and we ended up with something even better: a campaign that people acted on. The experience reinforced our core belief that marketing done right isn’t about boastfulness or buzzwords, but about understanding your audience, delivering value at every step, and measuring what matters.
