WSI: Supercharging Lead Generation and Slashing Costs Through LinkedIn and Email

WSI, a Canadian consulting company, had been using LinkedIn Ads to find and engage new leads. However, the company needed a higher volume of prospects and at a lower cost per lead (CPL).

The Challenge

• High CPL on Existing Ads
  WSI’s original LinkedIn feed ads were driving leads, but the costs were higher than desired.

• Need for Scalable Growth
  As demand for AI consultancy training expanded, WSI needed a strategy that could both scale lead volume and reduce acquisition costs.

The Approach

1. LinkedIn Message Ads A/B Testing
   The Growth Curve launched LinkedIn Message Ads and tested them against WSI’s existing feed ads. Multiple ad variations were created to identify the most effective copy and targeting combinations.

2. Ad Optimization
   Ongoing campaign optimisation focused on the top-performing text variations, further reducing CPL and boosting lead volume.

3. Extending Learnings to New Campaigns
   Building on early successes, a new LinkedIn campaign was rolled out with refined targeting and messaging, delivering leads at a staggering $3.50 - a fraction of the original CPL.

4. Cold Email Integration
   To complement the LinkedIn campaigns, The Growth Curve introduced a four-stage cold email funnel using data sourced from ZoomInfo. Different text variations were tested at each stage, and once the winning combination is identified, it will be scaled to a broader audience.

Results

• Immediate CPL Reduction
  From day one, LinkedIn Message Ads delivered leads at half the cost of the existing feed ads.

• Ongoing Optimization
  Further testing and optimisation brought costs down to just $3.50 per lead - nearly one-fifteenth of the original feed ad CPL.

• Multi-Channel Strategy
  The addition of cold email funnels provided another effective lead source, setting WSI up for sustained, scalable growth.

By combining LinkedIn Message Ads with strategic A/B testing and an integrated cold email campaign, The Growth Curve helped WSI significantly cut costs, boost lead volume, and position its AI consultancy training offering for continued expansion.