Case Study: Énergir achieves 25% of webinar registrations and an 87% reduction in CPL with LinkedIn Marketing Solutions

Énergir successfully targets a niche audience for webinars with Conversation Ads

Énergir, Québec’s leading natural gas distributor in Montréal, needed to reach and convert engineers for its energy-efficiency programs after COVID-19 halted in-person promotion. With a diverse set of decision-makers and low familiarity with such initiatives, the company turned to webinars to introduce its solutions and generate qualified leads.

Working with agency Adviso, Énergir used LinkedIn Conversation Ads to target engineers precisely and deliver personalized inbox messages (including job-title and company macros), then captured registrants with Lead Gen Forms integrated into GoToWebinar and HubSpot. The campaign produced 25% of webinar registrations, a 71% form submission rate, and a CA$10 cost per lead—87% lower than the standard lead ad—prompting the team to scale Conversation Ads for subsequent events.

Énergir

Valerie Verpraet

Communication Advisor