Case Study: Payhawk achieves an 85% reduction in cost per lead with LinkedIn Marketing Solutions

Payhawk - Customer Case Study

Payhawk, a London-based finance platform that combines cards, payments and expense management, was aiming to grow in the UK, Germany and Spain but struggled to generate a consistent pipeline of high-quality leads. Early LinkedIn campaigns focused on bottom-of-funnel conversions and produced expensive, low-quality Marketing Qualified Leads because audiences were still “cold” and not ready to book demos.

To fix this, Payhawk shifted to a content-led, full-funnel strategy that built awareness and consideration before nurturing high-intent prospects—creating assets like “The CFO’s Guide to Remote Working,” promoting them with LinkedIn Single Image Ads + Lead Gen Forms, and routing leads into a nurture program while continuously A/B testing and optimizing form fields for quality. The approach cut Cost Per Lead by 85% versus industry benchmarks, improved pipeline quality (evaluated by cost per demo), and set the company up to scale across Europe.

Payhawk

Désirée Schildt

Head of Growth