Case Study: Paessler AG cuts cost per lead by 75% with LinkedIn Marketing Solutions

How Paessler AG cut cost per lead by 75% on LinkedIn

Paessler AG, maker of PRTG Network Monitor, needed to scale qualified leads among a specialist audience of system administrators while lowering cost per lead and driving free trials for a new smart‑home monitoring offering. Reaching the right professionals at each stage of the buying journey was a particular challenge given the technical, niche market.

Paessler and agency direct interactive ran a LinkedIn full‑funnel program—awareness with Sponsored Content (blogs and video) using skills targeting, then retargeting via the LinkedIn Insight Tag and Lead Gen Forms to capture interest and drive trials—linking ads and video to trial landing pages. Over nine months this approach cut CPL by 75%, lifted awareness CTRs to 480% above benchmarks, increased smart‑home trial download CTRs by 78%, and delivered high engagement (video CTRs ~2.35%, trial CTR 1.25%) and a steady flow of trials.

Paessler AG

Clark Marston

Senior Online Marketing Manager