Client name withheld under NDA.
Managed IT services is a crowded B2B market in Singapore, with large integrators, local specialists and overseas providers all chasing the same IT managers and operations heads. Searches like it solutions singapore draw around 720 a month, but most buying decisions start long before anyone searches: through referrals, peers and what decision-makers see on LinkedIn. LinkedIn clicks are expensive, at around S$20 each for ads targeting Singapore, so a loose campaign burns budget fast.
This firm had 40 staff, strong client retention and a sales team that relied on referrals. It spent S$5,000 a month on LinkedIn ads that pointed to its homepage and targeted anyone in IT across Singapore. The ads produced around 8 qualified leads a month at S$625 each, the sales team booked about 3 meetings from them, and the company page had 1,450 followers with no regular posting.
We agreed the ideal customer with the sales team: companies of 30 to 300 staff, in specific industries, with an IT manager or operations head as the buyer. We replaced the generic contact offer with an IT health check and a downtime cost calculator.
LinkedIn targeting is only as good as the definition behind it. A specific, useful offer gave decision-makers a reason to share their details. It also gave sales a shared language with marketing about who a good lead actually was.
We built separate campaigns by job function and company size, excluded students, job seekers and competitors, and uploaded a list of target accounts the sales team wanted to reach.
At around S$20 a click, every wasted impression hurts. Tight targeting and account lists kept spend on people who could actually sign a contract. The account list also meant the firm's ads reached the exact companies sales had been trying to meet for years.
We moved from homepage clicks to LinkedIn lead gen forms prefilled with profile details, added one qualifying question about company size and set up same-day follow-up by the sales team.
Prefilled forms remove friction on mobile, where most LinkedIn browsing happens. Same-day follow-up caught prospects while the offer was still fresh. Sales also received a short summary of each lead's answer, so the first call started with context instead of cold questions.
We set up a twice-weekly posting schedule on the company page and the founder's profile, sharing real support stories, plain-language security tips and short explainers, and used the best posts as document ads.
IT buyers choose providers they trust. Regular, practical content kept the firm in front of target accounts between campaigns and made the ads look familiar. The founder's posts consistently outperformed the company page, so we gave his profile a bigger share of the content.
We moved budget to the job functions and industries that produced meetings, retargeted people who opened the form but did not submit, and reviewed lead quality with the sales team every fortnight.
Not every lead becomes a meeting. Judging campaigns by meetings booked, not form fills, sharpened the targeting month by month. Fortnightly reviews with sales also caught leads that looked good on paper but were outside the firm's service area.
Seven months in, LinkedIn produced 19 qualified leads a month instead of 8, at S$289 each instead of S$625. Spend rose slightly to S$5,500, but cost per qualified lead fell by more than half. The sales team booked 9 meetings a month from LinkedIn, up from 3, and the company page grew from 1,450 to 3,200 followers. Prospects increasingly mentioned the firm's posts in first meetings, which made those conversations warmer from the start.
Ideal customer agreed, new offers live and wasted audiences excluded.
Lead gen forms and twice-weekly posting took qualified leads to around 13 a month.
19 qualified leads and 9 meetings a month at S$289 per qualified lead.
LinkedIn can target almost anyone, which makes it easy to waste money. Agreeing the exact company size, industry and role with the sales team first made every dollar count.
An IT health check and a downtime calculator gave busy IT managers a reason to share their details. A plain contact us offer rarely does on LinkedIn.
Some audiences filled in forms but never took a call. Reviewing results by meetings booked moved budget to the people who actually became prospects.
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