Case Study: IG halves CPM and cuts CPC 87% to boost high-quality investor sign-ups with LinkedIn Marketing Solutions (LinkedIn Audience Network)

Merging reach and control maximizes returns for IG

IG, a premium online broker, needed to reach and engage professional‑standard investors who could use its advanced trading platform. The challenge was to scale audience reach and maximize budget-driven sign-ups while preserving conversion quality (a high share of sign-ups becoming active traders) and meeting regulatory/creative‑control requirements.

IG addressed this by expanding LinkedIn campaigns onto the LinkedIn Audience Network, targeting by seniority and running in‑feed ads with ad previews to ensure compliance. The approach halved CPM, cut CPC by 87%, delivered the highest conversion rate and the best first‑trade‑to‑sign‑up ratio of any channel, produced more active investors, and was rolled out across other IG campaigns.

IG

Maciej Witalis

Paid Media Manager