Case Study: The Blue Book Network® achieves 218% more showcase registrations and lower cost-per-lead with LinkedIn Marketing Solutions

The Blue Book Network® and LinkedIn Reaching Commercial Construction Professionals on LinkedIn

The Blue Book Network, founded in 1913 as a print directory, is now the largest network in commercial construction. As it shifted from traditional mailers and trade shows to digital marketing, the company needed a social advertising strategy that would reach specific construction professionals and drive registrations for its regional showcase events.

Partnering with LinkedIn Marketing Solutions, The Blue Book ran Sponsored Content, Sponsored InMail, and on‑site display ads targeting roles like architects and subcontractors. Results included 5.3x above‑benchmark display CTRs, 218% more registrations and a 149% higher conversion rate vs Twitter, 86% lower cost per lead and 17% higher CTR (≈40% more revenue) vs Facebook, and a 42% lower cost per lead with a 250% higher CTR vs AdWords remarketing.

The Blue Book Network®

Brian Funicelli

Social Media Manager