Demand Generation

Advertising & Paid Campaigns

Averages for B2B* – Sponsored Messages

• The average open rate we tend to see on LinkedIn is about 55%
• CTRs for Sponsored Messages typically average 3,2%
• Cost per Send is $0,50 – $1.

*Source: https://www.linkedin.com/pulse/linkedin-ad-benchmarks-aj-wilcox/

Some Results

Sponsored Messaging

Sponsored Content

Both ads were targeted through different campaigns to reach the right audience for each goal.

Some Results

Sponsored Messaging

Sponsored Content

FoodTrack

2024 – 2025 / food-track.ai

As a Product Marketing Manager, I am responsible for defining the best messaging for our target audience across different channels while considering the product’s evolution. One of my tasks involved testing different claims to identify the most effective approach. To achieve this, we conducted several trials during the last quarter of 2024. The best results came from these two promoted posts, which achieved an average CTR of 2.07% across all other ads.

Averages for Sponsored Posts (2024)

• Instagram feed ads see CTRs between 0.22% and 0.88%. Source
• The cost per click on Instagram feed ads is $3.35 (€3.25). Source

SEM (Search Engine Marketing/ Paid Search)

Across my roles, I focus on conducting keyword research and identifying content gaps to drive qualified leads.

At FoodTrack, I have implemented in-house SEM as our primary growth channel, developing a data-driven strategy with a well-defined budget allocation. I oversee continuous testing, daily optimizations, and performance tracking to maximize efficiency. This approach has significantly contributed to generating high-quality leads, improving conversion rates, and refining audience targeting for sustained business growth. Thanks to these optimizations, we achieved an average CTR of 2.34% and a CPC of €0.14.

At Teamed, I co-led the SEM strategy with our external agency, integrating it as a key component of our overall media planning to drive measurable results. With higher competition and operations across different regions compared to FoodTrack, we achieved a CTR of 1–2% and a CPC of $2.00–$2.20.

Additionally, I spearheaded an optimization initiative to build a strong foundation for SEO, enhancing long-term visibility, discoverability, and organic traffic growth. At Introdus, I tested SEM through various experiments, analyzing CPL at different funnel stages and leveraging data-driven insights to align decisions with our marketing strategy and budget allocation.

In all my paid search strategies, I maintain a high level of creativity while continuously optimizing and experimenting with ads. I closely analyze the SERPs of each keyword to refine targeting, messaging, and bidding strategies, ensuring maximum impact.

Going further into the funnel, I design and implement nurturing processes (Marketing Automation) to guide leads through the buyer’s journey using CRMs like HubSpot or ActiveCampaign. Working closely with Sales, I have extensive experience implementing Account-Based Marketing (ABM) programs to align marketing efforts with revenue targets, ensuring a strategic and focused approach to converting high-value accounts.

“(…)Her ability to develop creative, impactful marketing strategies is truly impressive“,

—Shubham Mishra, Growth Marketer | PPC Expert | Paid Media Strategist, YAMU.

*Sources: https://www.linkedin.com/pulse/linkedin-ad-benchmarks-aj-wilcox/ https://databox.com/ https://www.theb2bhouse.com/