📉 Lower CPLs with Your LinkedIn Ads Gated Journey

To add upon my previous post that provided a basic LinkedIn account structure to increase MQLs into the traditional MQL model (see link in comments), I wanted to provide a pivot that allows you to decrease CPLs under the right lead funnel circumstances.

✅ The pivot:

- Instead of only sending leads into your First Conversion Audience and waiting until the audience hits its 300 member threshold, you can simply place all Ad Clicks and Form Opens from the Cold Layer into this layer as well. 

- This pivot allows your ICPs a broader access to additional layers of content. Thus increasing the odds of you getting a lead at a reduced CPL. The goal of the cold layer in this situation is to get ICP engagements within your gated funnel to convert versus only those who need to gain a second conversion to become an MQL.

When to implement this strategy 🤷:

- If the goal is to simply provide the email nurture with low cost leads from your ICP, and the email nurture is consistently optimized to increase MQL quantity and quality, with close alignment with outreach efforts from your SDR team, then this gated strategy could be a great fit for your LinkedIn account structure.

- With this approach, you are broadening the amount of content your ICP sees at a relatively low cost.

What I have learned from implementing this approach 🤔 :

- Although you will see an increase in net new leads from your ICP, and a reduction in CPLs (45% when I implemented this), you will dilute your MQL count as more and more of your dollars will be sent to your retargeting layer to get the first engagement.

- The benefit of targeting both audiences is you are still building brand and gaining initial conversions, while also adding MQLs into your CRM.

Feel free to like and share the LinkedIn post where this blog originated from.