Digital Catapult
53.6% Average Open Rate
Driving Conversions with LinkedIn Message Ads
0.0%
Average Open Rate
0x
Lower Cost per Send*
0x
Lower Cost per Open*
The Challenge
What we were up against
Digital Catapult is the UK’s leading advanced digital technology innovation centre, helping accelerate the adoption of emerging technologies such as AI, immersive tech and future networks. Working closely with start-ups, scale-ups and industry leaders, it connects cutting-edge research with real-world business challenges, supported by its national test-bed infrastructure.
Before partnering with us, Digital Catapult had already used LinkedIn advertising to promote its wide range of programmes. However, the campaigns lacked a unified strategy, particularly at the bottom of the funnel, which made it difficult to convert engagement into measurable outcomes.
Our Approach
How we tackled it
We identified LinkedIn Message Ads as a strong but underutilised format for bottom-of-funnel activity. Building on earlier learnings, we developed a repeatable framework to ensure consistent performance across multiple campaigns. The approach began by refining top-of-funnel efforts with image and video ads to generate engagement, before following up with Message Ads as a personalised, direct touchpoint.
This structure included clear timing and optimisation rules: Message Ads were launched one week after initial activity, personalised using tokens like %JOBTITLE% and %COMPANYNAME%, and written with time-limited language to encourage action. Ads with low open rates were paused quickly, ensuring budgets were directed to the strongest performers. By applying this framework across programmes, Message Ads became a reliable driver of conversions, whether for event sign-ups, downloads or lead generation.
The Results
What we achieved
The strategy delivered results well above previous LinkedIn benchmarks, proving the effectiveness of Message Ads when used with consistency and structure. Campaigns achieved high engagement, low costs and strong conversion outcomes across multiple programmes.
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53.6% average open rate achieved across campaigns.
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3x lower Cost per Send*
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5x lower Cost per Open*
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Consistently higher performance compared to legacy LinkedIn campaigns in both cost and quality.
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Copy-led messaging delivered stronger engagement than high-spend approaches.
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Niche sector targeting (AI, cybersecurity, supply chain) produced the highest engagement rates.
These results showed that with a repeatable, copy-focused framework, Message Ads could deliver consistent, scalable and cost-efficient conversions across Digital Catapult’s diverse programmes.
*Based on LinkedIn’s Sponsored Messaging benchmarks
other work
Check out our other work
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