Case Study: Circle In achieves 42% lower CPL and stronger engagement with LinkedIn Marketing Solutions

The Power of Personalisation Specific Targeted Approach on LinkedIn Helps Circle In Drive Down CPLs by 42%

Circle In is a Melbourne-based HR software start-up that provides real-time resources for working parents and carers. Facing the need to build brand awareness and drive qualified leads into its sales funnel across key markets, the company targeted business decision‑makers and HR leaders early in their purchase journey.

Using LinkedIn’s professional audience and a mix of static images, video creative, Sponsored Content and Lead Gen Forms, Circle In ran top-of-funnel campaigns to reach the right prospects at the right time. The approach cut cost-per-lead by 42% quarter-on-quarter while maintaining lead quality, delivered a 0.8% CTR (about 2× LinkedIn benchmarks), increased brand engagement and generated a steady monthly volume of qualified leads.

Circle In

Phil Heys

Director of Sales