Case Study: HP achieves 3.3x higher site engagement with LinkedIn Marketing Solutions Conversation Ads

HP Drives 3.3x Higher Site Engagement with Conversation Ads

HP used its Instant Ink subscription—their sustainable, page‑based cartridge program—to increase awareness and enrollments among printer customers. The marketing team needed to lower cost per enrollment and boost meaningful site engagement (landing page view rate, clicks, time on site, page depth) while testing LinkedIn for a consumer audience beyond its usual commercial use.

Working closely with the LinkedIn team, HP ran Sponsored Content and Conversation Ads that used CRM seed audiences, lookalikes, and website retargeting; Conversation Ads let members learn about Instant Ink and sign up for a free trial directly. Campaigns outperformed benchmarks (higher open rates and CTRs); 50% of Conversation Ad responders enrolled in a free trial, responders were 3.3x more likely to engage on the landing page, spent nearly twice as long on site, and viewed 2.6x more pages—results that led HP to scale Conversation Ads across products.

HP

Roland Osae-Oppong

Search and Social Manager