Accounting Firm Using Programmatic Ads for B2B Lead Gen

Industry: Accounting & Tax Consultancy (UK)
Goal: Generate business leads for accounting services.
 

Mistakes:

 Poor Audience Targeting: Used broad programmatic ads instead of direct LinkedIn targeting for CFOs, accountants, and finance managers.
Low-Engagement Banner Ads: Programmatic display ads failed to generate trust for an industry requiring high credibility.
No LinkedIn Lead Forms: Ignored LinkedIn’s in-app lead forms, which convert better for B2B.
 

Results:

 CTR: 0.3% (vs. 1.5% on LinkedIn).
CPL: $250 (vs. $80 on LinkedIn).
Lead Conversion: 5% (low-quality leads).
 

Lesson:

For B2B industries like accounting, LinkedIn and Google Search Ads work best—not random banner ads from programmatic networks.