Assessio helps organisations find, develop and keep the right people. Earlier Google Ads work was already reaching active searchers. To meet prospects before they started looking, we brought LinkedIn and Meta into the same plan. Every channel had a clear role.
A data-driven media strategy
The campaign combined always-on lead capture with new content campaigns to build awareness, engagement and traffic. Real-time data guided the spend throughout. Every channel was optimised as the campaign ran, not reviewed at the end.
LinkedIn to engage, Google to reach, Meta to stay visible
We gave each platform the formats it handles best. Across all three, we used audience segmentation, A/B testing and conversion tracking to refine the messaging while the campaign was live.
Engaging decision-makers
The primary channel for B2B audiences. These formats drive high-quality interactions, lead generation and brand positioning inside a professional network.
Expanding reach & retargeting
Reach and retargeting across search, websites and apps. AI-driven optimisation improves visibility, re-engages users and drives conversions efficiently.
Awareness & retargeting
Brand awareness and engagement through visual ads. These formats support prospecting and retargeting on Facebook and Instagram.
Every format had a job to do
All the formats below worked together as one plan. Each had a specific role, from building awareness to capturing leads. We adapted Assessio’s own creative to fit every placement.
Conversation ads
An interactive, direct-message experience that lands in the prospect’s inbox with personalised content and a lead-generation step. It feels like a conversation rather than an ad, which makes it suited to nurturing relationships and driving conversions with targeted messaging.
- Personalised, real-time engagement with prospects
- Higher response rates than traditional display ads
- Several CTA options to guide users through the funnel
Driving results in the Swedish market
Conversation ads have only recently become available in Sweden, and the format has already proven itself for lead generation. The latest campaign delivered 19 high-quality leads at 100 SEK each, which opens a real opportunity for personalised, interactive messaging in the Swedish market.
Single image ads
Standalone ads in the feed that carry one key message with a strong visual and short copy. They work for brand awareness, lead generation and website traffic alike.
- Eye-catching visuals to lift engagement
- Supports awareness, engagement and lead generation objectives
- Optimised for mobile and desktop audiences
Document ads
Whitepapers, reports and guides shared straight into the LinkedIn feed. Users preview and download without leaving the platform, which makes the format an effective lead-capture tool.
- Gated or ungated downloads for lead capture
- Showcases thought leadership and high-value resources
- Engages relevant professional audiences
Text ads
Simple, cost-effective ads in the LinkedIn sidebar. Minimal in design but tightly targeted, they send steady traffic to landing pages and keep the brand visible on a controlled budget.
Spotlight ads
Dynamic ads personalised with the viewer’s own LinkedIn profile image. They make a strong visual impression and send users to content or a lead form, lifting both awareness and conversions.
Display ads
Ads across the Google Display Network, reaching users on websites, YouTube and apps. They build brand awareness and retarget people who have already interacted with Assessio.
- Reach across millions of websites and apps
- A cost-effective way to raise brand visibility
- Retargeting to re-engage potential leads
Performance Max (PMAX)
An AI-driven campaign type that runs across every Google channel: Search, Display, YouTube and Discover. Machine learning sets bids, targeting and creative combinations for the best return.
- Automated optimisation across Google’s whole ad ecosystem
- AI-driven bidding for maximum conversions
- Data-driven insights that improve campaign performance
Three pillars, the whole funnel
The strategy rested on three pillars and worked from first interaction to final conversion, with engagement, awareness and high-quality leads coming in from Google, LinkedIn and Meta.
- 3mImpressions
- 16kClicksSEK 4.70 each
- 70ContactsSEK 1,091 each
“The campaign exceeded our goals, with strong engagement, more visibility and high-quality leads across Google, LinkedIn and Meta.”