Case Study: Palo Alto Networks achieves up to 80% higher lead form completion rates with LinkedIn Marketing Solutions

LinkedIn CTV Campaigns Help Palo Alto Networks Improve Lead Form Completion Rates by 80%

Palo Alto Networks piloted two LinkedIn Connected TV (CTV) campaigns to drive demand for its priority solution areas—cloud security and network security—aiming to move audiences from awareness to conversion by targeting IT decision-makers across the US and Canada. The challenge was to extend reach beyond traditional channels while improving mid- and bottom-funnel engagement and lead form completion rates.

They ran 15- and 30-second CTV brand ads and then retargeted warmed viewers with mid-funnel document ads using LinkedIn’s granular targeting and analytics. The campaigns delivered over 1M impressions, CPMs 20–32% below benchmarks, a 69% lift in mid-funnel CTR for viewers with prior CTV exposure, and drove up to an 80% higher lead form completion rate for the network security campaign (36% for cloud security).

Palo Alto Networks

Elena Salazar

Palo Alto Networks