6 campaigns across 2 markets (United States and United Kingdom)
24 August 2026 – 22 September 2026
Data source Figures are fetched directly from LinkedIn Ads via the Demand Coach dashboard.Prepared forCurrency GBP (£)
1Executive Summary
Total Impressions
99,735
+40% vs previous period
Total Clicks
923
+120% vs previous period
Avg. CTR
0.93%
+57% vs previous period
Total Amount Spent
£2,565.84
+89% vs previous period
Avg. CPC
£2.78
-14% vs previous period
Leads
0
1 non-lead conversion recorded
Engagement Rate
0.99%
+53% vs previous period
Avg. Frequency
1.61
+9% vs previous period
Sparklines show weekly values across the reporting period (Aug 24–30 · Aug 31–Sep 6 · Sep 7–13 · Sep 14–20 · Sep 21–22). The final bar covers only 2 days (21–22 September), so it reads lower for volume metrics. Changes are shown against the previous period of equal length, as reported by the dashboard.
Key Observations
Clicks rose 120% versus the previous period while spend rose 89%, bringing average CPC down 14% to £2.78.
Conversions - US generated 694 of the account's 923 clicks (75.2%) at a £1.08 CPC, but recorded 0 conversions.
The account generated 0 leads in the period. The 1 conversion recorded (Videos - US) was not a lead.
The two Lead generation campaigns had the highest CPCs in the account (£15.85 US, £16.08 UK) and produced 0 conversions on £430.33 of combined spend.
The executive briefing image ad reached a 2.72% CTR with 153 clicks, versus 0.19%–0.28% for the three video ads reported.
Clicks by Campaign
Ranked by click volume · Avg. CPC shown alongside each campaign
USConversions - US
694
£1.08
UKUK - Conversions
74
£7.83
UKVideos - Uk
73
£4.90
USVideos - US
55
£8.20
USLead generation - US
17
£15.85
UKLead generation - UK
10
£16.08
Spend by Campaign
Ranked by amount spent · 24 August 2026 – 22 September 2026
USConversions - US
£746.98
UKUK - Conversions
£579.62
USVideos - US
£450.92
UKVideos - Uk
£357.99
USLead generation - US
£269.48
UKLead generation - UK
£160.85
2Market-Wise Performance Analysis
Campaigns are grouped by market based on the campaign naming convention. Within each market, campaigns are ordered by conversions, then click volume.
Impressions and CTR are not broken out by campaign in the dashboard feed, so campaign-level tables show clicks, spend, CPC and conversions.
Highest click volume: Conversions - US generated 694 clicks, 75.2% of all account clicks, at £1.08 CPC, the lowest CPC in the account, but recorded 0 conversions.
Videos - US recorded the period's only conversion (55 clicks, £450.92 spent, £8.20 CPC), but it was not a lead.
Lead generation - US recorded 17 clicks at £15.85 CPC and 0 conversions on £269.48 spend.
Market total: 766 clicks and 1 conversion on £1,467.38 spend, at a blended CPC of £1.92.
UK
United Kingdom
3 campaigns
Clicks157
Share of Clicks17.0%
Spent£1,098.46
Share of Spend42.8%
Blended CPC£7.00 above avg.
Conversions0 none
Campaign
Clicks
% of Market Clicks
Spent
% of Market Spend
Avg. CPC
Conversions
UK - Conversions
74
47.1%
£579.62
52.8%
£7.83
0
Videos - Uk
73
46.5%
£357.99
32.6%
£4.90
0
Lead generation - UK
10
6.4%
£160.85
14.6%
£16.08
0
Performance Analysis
Highest click volume: UK - Conversions generated 74 clicks at £7.83 CPC, but recorded 0 conversions on £579.62 spend.
Videos - Uk delivered almost the same click volume (73) at a lower £4.90 CPC.
Lead generation - UK had the highest CPC in the account at £16.08, with 10 clicks and 0 conversions on £160.85 spend.
No conversions were recorded for this market during the reporting period.
Market total: 157 clicks and 0 conversions on £1,098.46 spend, at a blended CPC of £7.00.
3Ad & Engagement Performance
Performance by Ad
Ads as listed in the dashboard feed · change figures compare against the previous period
Ad
Impr.
Δ Impr.
Clicks
Δ Clicks
CTR
Δ CTR
Spent
Δ Spent
Make Tendering Simpler and Faster (Video) ID 1455388333
9,297
+757
26
-2
0.28%
-0.05%
£95.62
-£4.85
Make Procurement Decisions with Confidence (Video) ID 1455377923
8,580
+1,167
23
-1
0.27%
-0.06%
£86.84
-£0.37
Run Smarter Online Auctions (Video) ID 1455328873
7,217
-1,675
14
-9
0.19%
-0.06%
£73.55
-£33.35
Executive briefing: “Strategic Sourcing in the Age of Intelligent Insights” (image ad) ID 1543256506
5,616
+4,103
153
+140
2.72%
+1.87%
£150.25
+£110.36
Performance Analysis
The executive briefing ad (ID 1543256506) generated 153 clicks at a 2.72% CTR, up 1.87 points on the previous period, making it the strongest-performing creative by engagement.
The three video ads delivered 25,094 impressions combined but only 63 clicks, with CTRs between 0.19% and 0.28%.
Run Smarter Online Auctions (Video) saw the largest decline, with 1,675 fewer impressions and 9 fewer clicks than the previous period.
Weekly Breakdown
Account-level metrics by week · final row covers 21–22 September only
Week
Impr.
Clicks
Avg. CTR
Avg. CPC
Spent
Engagement
Frequency
Conv.
Aug 24–30
27,670
323
1.17%
£1.69
£544.37
1.25%
1.39
0
Aug 31–Sep 6
25,096
164
0.65%
£3.57
£585.22
0.72%
1.20
0
Sep 7–13
25,775
208
0.81%
£4.04
£840.05
0.87%
1.43
0
Sep 14–20
17,210
184
1.07%
£2.58
£475.07
1.13%
1.39
1
Sep 21–22
3,984
44
1.10%
£2.75
£121.13
1.15%
3.43
0
Likes3
Comments0
Shares0
Engagement Rate0.99%
Performance Analysis
Spend peaked in the week of 7–13 September (£840.05), while CPC was also at its highest that week (£4.04).
The week of 24–30 August delivered the most clicks (323) at the lowest CPC (£1.69).
Average frequency rose to 3.43 on 21–22 September, compared with 1.20–1.43 in the previous full weeks.
Social engagement was minimal: 3 likes, 0 comments and 0 shares across the period.
4Overall Findings & Recommendations
Market
Clicks
Spent
Blended CPC
Conv.
US (United States)
766
£1,467.38
£1.92
1
UK (United Kingdom)
157
£1,098.46
£7.00
0
Total
923
£2,565.84
£2.78
1
Market Summary
Best performing market by volume: US generated 766 clicks (83.0% of total) but no leads.
Most efficient market by CPC: US, at a blended £1.92 versus £7.00 in the UK.
Market requiring the most attention: UK spent £1,098.46 (42.8% of budget) for 157 clicks and 0 conversions.
Recommendations
Audit conversion tracking and the post-click journey for Conversions - US before changing budgets. It drove 694 clicks at £1.08 CPC, three-quarters of all account clicks, yet recorded 0 conversions. Check that the Insight Tag and conversion events are firing on the landing page, and that the page matches the ad's offer.
Review or consolidate the two Lead generation campaigns. Together they spent £430.33 at CPCs of £15.85 and £16.08, the highest in the account, for 27 clicks and 0 conversions. Test new audiences, offers or Lead Gen Form length, or move that budget into the better-performing campaigns until results improve.
Roll out the executive briefing creative more widely. Its 2.72% CTR is almost three times the 0.93% account average and 10 to 14 times the video ads' CTR, so test it (or similar content-led offers) in the Conversions and Lead generation campaigns in both markets.
Judge the video campaigns on video metrics, not just clicks. Their CTRs of 0.19%–0.28% are low, but these campaigns may be doing an awareness job; add video view and completion data to the next report before deciding on their budget.
Watch frequency. It jumped to 3.43 in the last two days of the period; if that continues, widen audiences or rotate creative to avoid fatigue.
Make leads the primary goal. No leads have been generated yet, and the one recorded conversion was not a lead, so set up a dedicated lead conversion action (Lead Gen Form submit or thank-you page) and optimise the Conversions and Lead generation campaigns towards it.
5Lead Generation Plan: Moving Forward
The account is generating low-cost traffic but no leads: 923 clicks produced 0 leads, and the one conversion recorded was not a lead.
The plan below is ordered by priority, starting with the fixes that stop budget being spent on traffic that can't be measured or converted.
Priority 1 · Now
Fix measurement first
Conversions - US drove 694 clicks and recorded 0 conversions. Before judging any campaign, we need to be sure conversions are being counted.
Confirm the LinkedIn Insight Tag is live on every landing page and thank-you page.
Check that each Conversions campaign is optimising towards a real conversion action (form submit or download), not a page view or click.
Run a test submission on each landing page and form and confirm it shows up in Campaign Manager.
Connect LinkedIn leads to Market Dojo's CRM so lead quality can be tracked, not just lead volume.
Priority 2 · Now
Rebuild the Lead generation campaigns
The US and UK Lead generation campaigns spent £430.33 at £15.85–£16.08 CPC, the highest in the account, for 27 clicks and 0 leads.
Use LinkedIn Lead Gen Forms with pre-filled profile data, and cut them to 3–4 fields (name, email, company, job title) to reduce drop-off.
Lead with a content offer rather than a demo request. The executive briefing is the natural first choice.
Review targeting: tighten the audience to procurement and sourcing job functions and seniorities, and exclude existing customers and competitors.
Check the form open and completion rates in Campaign Manager to see whether the issue is the ad (few opens) or the form (few completions).
Priority 3 · Next
Scale the winning creative
The executive briefing ad reached a 2.72% CTR with 153 clicks, almost three times the 0.93% account average. The video ads ran at 0.19%–0.28%.
Run the executive briefing creative in both the US and UK Lead generation and Conversions campaigns.
Build 2–3 variations of it (different headline, stat-led copy, document ad format) so LinkedIn can rotate them and fatigue is delayed.
Create further content-led offers on the same theme (AI in procurement, strategic sourcing), which is clearly resonating with this audience.
Priority 4 · Next
Build a full-funnel journey
The video campaigns ran £808.91 of spend with low click-through, but they may be building awareness that can be turned into leads.
Create retargeting audiences of people who watched at least 50% of the videos, visited the website or opened a Lead Gen Form without submitting.
Retarget these warm audiences with the executive briefing and Lead Gen Form ads, where conversion rates are typically higher than with cold audiences.
Report on video view and completion rates next time, so the video budget can be judged on its awareness role.
Priority 5 · Next
Re-balance budget by market
The UK took 42.8% of spend (£1,098.46) for 17.0% of clicks at a £7.00 blended CPC, versus £1.92 in the US.
Once tracking is confirmed, move budget towards the campaigns and ads that generate leads, in stages, checking that cost per lead holds as spend grows.
In the UK, test the executive briefing creative and refreshed targeting before increasing spend there.
Keep the video campaigns at a steady, lower level as an awareness and retargeting feed rather than a lead source.
Ongoing
Manage frequency and test continuously
Average frequency reached 3.43 on 21–22 September, well above the 1.20–1.43 seen in earlier weeks.
Refresh creative every 4–6 weeks, or sooner if CTR drops or frequency climbs.
Run one A/B test at a time (offer, headline, format or audience) so results are clear.
Review performance weekly against the KPIs below and cut underperformers quickly.
KPIs to Track in the Next Report
Leads and cost per lead (CPL) by campaign and market: the primary success measures from now on.
Lead Gen Form open rate and completion rate, to see where prospects drop off.
Conversion rate from click to lead on the Conversions campaigns, once tracking is verified.
CTR and CPC by creative, to confirm the executive briefing performs as well when scaled.
Video view and completion rates, plus the size of the retargeting audiences they build.
Lead quality from the CRM (marketing- and sales-qualified leads), so spend is judged on pipeline, not volume alone.
1Executive Summary
Total Impressions
172,367
Total Clicks
1,345
Avg. CTR
0.78%
Total Amount Spent
£3,948.51
Avg. CPC
£2.94
Conversions (non-lead)
2
Leads to Date
0
No leads since launch · CPL not available
Engagement Rate
0.84%
Sparklines show monthly values (June · July · August · September). *September covers 1–22 September only. The account recorded no activity in June; spend began in July. The dashboard's previous-period and previous-year comparisons are not shown, because the account had little or no activity before July, so those percentages are not meaningful.
Key Observations
The account has not generated any leads since launch. Across the period it spent £3,948.51 for 1,345 clicks and 0 leads.
The dashboard records 2 conversions, both from Videos - US, but neither was a lead. The five other campaigns, including both Conversions campaigns and both Lead generation campaigns, recorded 0 conversions.
Conversions - US has produced 783 clicks (58.2% of all clicks) and 0 conversions since launch, so the missing conversions are a persistent issue, not a recent one.
CTR improved from 0.27% in July to 0.83% in August and held at 0.81% in September, but CPC rose from £2.39 in August to £3.48 in September.
Both Lead generation campaigns only ran in the last 30 days; the 90-day data adds no new history for them.
Clicks by Campaign
Ranked by click volume · Avg. CPC shown alongside each campaign
USConversions - US
783
£1.16
UKUK - Conversions
258
£3.50
UKVideos - Uk
177
£4.55
USVideos - US
100
£8.98
USLead generation - US
17
£15.85
UKLead generation - UK
10
£16.08
Spend by Campaign
Ranked by amount spent · 1 June 2026 – 22 September 2026
USConversions - US
£910.87
UKUK - Conversions
£903.73
USVideos - US
£897.89
UKVideos - Uk
£805.69
USLead generation - US
£269.48
UKLead generation - UK
£160.85
2Market-Wise Performance Analysis
Campaigns are grouped by market based on the campaign naming convention and ordered by conversions, then click volume.
The CPC trend columns compare the earlier part of the period (1 June – 23 August, derived by subtracting the last-30-day figures from the 90-day totals) with the last 30 days (24 August – 22 September).
Conversions - US generated 783 clicks over the period, 58.2% of all account clicks, at a £1.16 CPC, but recorded 0 conversions in any month since launch.
Its CPC improved from £1.84 (1 June – 23 August) to £1.08 in the last 30 days, so the campaign is getting cheaper traffic that still isn't converting.
Videos - US recorded both of the account's conversions (one in each window), but neither was a lead. It also has the highest CPC of the four longer-running campaigns at £8.98.
Lead generation - US only started running in the last 30 days: all 17 clicks and £269.48 of spend fall in that window, with 0 conversions.
Market total: 900 clicks and 2 conversions on £2,078.24 spend, at a blended CPC of £2.31.
UK
United Kingdom
3 campaigns
Clicks445
Share of Clicks33.1%
Spent£1,870.27
Share of Spend47.4%
Blended CPC£4.20 above avg.
Conversions0 none
Campaign
Clicks
Spent
% of Market Spend
Avg. CPC
Conv.
CPC 1 Jun–23 Aug
CPC Last 30 Days
CPC Trend
UK - Conversions
258
£903.73
48.3%
£3.50
0
£1.76
£7.83
worsening
Videos - Uk
177
£805.69
43.1%
£4.55
0
£4.30
£4.90
worsening
Lead generation - UK
10
£160.85
8.6%
£16.08
0
N/A
£16.08
new in last 30 days
Performance Analysis
UK - Conversions produced 258 clicks and 0 conversions on £903.73. Its CPC rose sharply, from £1.76 (1 June – 23 August) to £7.83 in the last 30 days.
Videos - Uk spent £805.69 for 177 clicks and 0 conversions; its CPC edged up from £4.30 to £4.90.
Lead generation - UK, like its US counterpart, only ran in the last 30 days: 10 clicks, £160.85 and 0 conversions.
No conversions have been recorded in the UK across the full period.
Market total: 445 clicks and 0 conversions on £1,870.27 spend, at a blended CPC of £4.20.
3Trends, Ads & Engagement
Monthly Breakdown
Account-level metrics by month · September covers 1–22 September
Month
Impr.
Clicks
Avg. CTR
Avg. CPC
Spent
Engagement
Frequency
Conv.
Likes
June
0
0
0.00%
£0.00
£0.00
0.00%
0.00
0
0
July
12,737
34
0.27%
£6.20
£210.73
0.34%
1.01
0
0
August
91,425
756
0.83%
£2.39
£1,808.24
0.89%
1.46
1
7
September (1–22)
68,205
555
0.81%
£3.48
£1,929.55
0.88%
1.55
1
1
Performance Analysis
Activity ramped up in August: impressions went from 12,737 in July to 91,425, and clicks from 34 to 756.
September (22 days) has already exceeded August's spend (£1,929.55 vs £1,808.24) but with fewer clicks (555 vs 756), which is why CPC rose to £3.48.
Frequency has crept up each month, from 1.01 in July to 1.55 in September. The dashboard shows 0.00 as the overall average for the period, which looks like a reporting error, so the monthly values are used here.
Social engagement remained minimal: 8 likes, 0 comments and 0 shares across the period.
Campaign Performance: Earlier Period vs Last 30 Days
1 June – 23 August (derived) compared with 24 August – 22 September
Campaign
Clicks (earlier)
Spent (earlier)
CPC (earlier)
Conv. (earlier)
Clicks (30d)
Spent (30d)
CPC (30d)
Conv. (30d)
Conversions - US
89
£163.89
£1.84
0
694
£746.98
£1.08
0
Videos - US
45
£446.97
£9.93
1
55
£450.92
£8.20
1
Lead generation - US
0
£0.00
N/A
0
17
£269.48
£15.85
0
UK - Conversions
184
£324.11
£1.76
0
74
£579.62
£7.83
0
Videos - Uk
104
£447.70
£4.30
0
73
£357.99
£4.90
0
Lead generation - UK
0
£0.00
N/A
0
10
£160.85
£16.08
0
Account total
422
£1,382.67
£3.28
1
923
£2,565.84
£2.78
1
Performance Analysis
The last 30 days account for 65.0% of all spend and 68.6% of all clicks, so most of the account's activity is recent.
Account CPC improved from £3.28 in the earlier period to £2.78 in the last 30 days, driven by Conversions - US.
UK - Conversions moved the other way, from £1.76 to £7.83 CPC, with clicks falling from 184 to 74 while spend rose from £324.11 to £579.62.
Performance by Ad
Ads as listed in the 90-day dashboard feed
Ad
Impr.
Clicks
CTR
Spent
Make Tendering Simpler and Faster (Video) ID 1455388333
17,949
54
0.30%
£197.53
Run Smarter Online Auctions (Video) ID 1455328873
16,328
38
0.23%
£183.53
Make Procurement Decisions with Confidence (Video) ID 1455377923
16,314
49
0.30%
£178.11
Encouraging Adoption - Easy to Use (Video) ID 1455543653
11,583
25
0.22%
£129.71
Performance Analysis
The four video ads listed delivered 62,174 impressions but only 166 clicks, with CTRs of 0.22%–0.30%, well below the 0.78% account average.
The executive briefing image ad does not appear in the 90-day ad list. In the last 30 days it reached a 2.72% CTR with 153 clicks (from the 24 August – 22 September report), which makes it the strongest creative on record for this account.
4Overall Findings & Recommendations
Market
Clicks
Spent
Blended CPC
Conv.
US (United States)
900
£2,078.24
£2.31
2
UK (United Kingdom)
445
£1,870.27
£4.20
0
Total
1,345
£3,948.51
£2.94
2
Market Summary
Best performing market: US generated 900 clicks (66.9% of total) at a blended £2.31 CPC, but no leads.
Market requiring the most attention: UK spent £1,870.27 (47.4% of budget) at a blended £4.20 CPC, with 0 conversions, and its main campaign's CPC has worsened.
By campaign type: Conversions campaigns spent £1,814.60, Video campaigns £1,703.58 and Lead generation campaigns £430.33. None of this spend has produced a lead so far.
Recommendations
Treat conversion tracking as the top priority. Over roughly three months, the two Conversions campaigns have spent £1,814.60 and driven 1,041 clicks with 0 conversions. A campaign optimised for conversions that never records one usually points to tracking, the conversion action chosen or the landing page, rather than the audience.
Make leads the primary goal and the conversion action. The 2 conversions recorded on Videos - US were not leads, so the account's conversion setup is not measuring lead generation. Set up a dedicated lead conversion (Lead Gen Form submit or thank-you page) and use it as the optimisation goal for the Conversions and Lead generation campaigns.
Investigate the UK - Conversions CPC increase from £1.76 to £7.83. Check for bid strategy or budget changes, audience narrowing or ad fatigue before adding budget in the UK.
Give the Lead generation campaigns a defined test. They have only run for about 30 days and 27 clicks, so apply the form and offer changes below, set a fixed test budget and window, and judge them on cost per lead at the end.
Move video spend towards the executive briefing style of creative. The video ads' 0.22%–0.30% CTR is about a third of the account average, while the executive briefing ad reached 2.72% in the last 30 days.
5Lead Generation Plan: Moving Forward
Over roughly three months of activity, £3,948.51 and 1,345 clicks have produced 0 leads. Starting lead generation is now the account's main objective.
The plan below is ordered by priority, starting with the fixes that stop budget being spent on traffic that can't be measured or converted.
Priority 1 · Now
Fix measurement first
The Conversions campaigns have had 1,041 clicks and 0 conversions since launch, in both markets and in every month.
Confirm the LinkedIn Insight Tag is live on every landing page and thank-you page.
Check that each Conversions campaign is optimising towards a real conversion action (form submit or download), not a page view or click.
Run a test submission on each landing page and form and confirm it shows up in Campaign Manager.
Connect LinkedIn leads to Market Dojo's CRM so lead quality can be tracked, not just lead volume.
Priority 2 · Now
Rebuild the Lead generation campaigns
Both Lead generation campaigns launched in the last 30 days and have spent £430.33 at £15.85–£16.08 CPC, the highest in the account, for 27 clicks and 0 leads.
Use LinkedIn Lead Gen Forms with pre-filled profile data, and cut them to 3–4 fields (name, email, company, job title) to reduce drop-off.
Lead with a content offer rather than a demo request. The executive briefing is the natural first choice.
Tighten targeting to procurement and sourcing job functions and seniorities, and exclude existing customers and competitors.
Check form open and completion rates to see whether the issue is the ad (few opens) or the form (few completions).
Priority 3 · Next
Scale the winning creative
The executive briefing ad reached a 2.72% CTR in the last 30 days. The four main video ads have run at 0.22%–0.30% over the full period.
Run the executive briefing creative in both markets' Lead generation and Conversions campaigns.
Build 2–3 variations of it (different headline, stat-led copy, document ad format) so LinkedIn can rotate them.
Develop further content-led offers on the same theme (AI in procurement, strategic sourcing).
Priority 4 · Next
Build a full-funnel journey
Video campaigns have taken £1,703.58 (43.1% of spend). None of it has produced a lead, but the video audiences can be retargeted with lead offers.
Create retargeting audiences of people who watched at least 50% of the videos, visited the website or opened a Lead Gen Form without submitting.
Retarget these warm audiences with the executive briefing and Lead Gen Form ads.
Add video view and completion rates to reporting so the video budget can be judged on its awareness role.
Priority 5 · Next
Re-balance budget by market
The UK has taken 47.4% of spend for 33.1% of clicks and 0 conversions. Its main campaign's CPC rose from £1.76 to £7.83.
Once tracking is confirmed, move budget towards the campaigns and ads that generate leads, in stages, checking that cost per lead holds as spend grows.
In the UK, fix the CPC increase and test the executive briefing creative before increasing spend.
Keep video campaigns at a steady, lower level as an awareness and retargeting feed.
Ongoing
Manage frequency and test continuously
Monthly frequency has risen from 1.01 in July to 1.55 in September, and hit 3.43 on 21–22 September.
Refresh creative every 4–6 weeks, or sooner if CTR drops or frequency climbs.
Run one A/B test at a time (offer, headline, format or audience) so results are clear.
Review performance weekly against the KPIs below and cut underperformers quickly.
Data Not Available in the Current Dashboard
Leads and cost per lead by campaign, reported separately from other conversions. The dashboard only shows "Conversions", which currently include non-lead actions.
Lead Gen Form opens and completion rate.
Impressions and CTR by campaign: shown only at account and ad level.
Video views and completion rates.
Audience breakdowns by job function, seniority and industry.
Lead quality from the CRM (marketing- and sales-qualified leads).
Adding these to the dashboard would let future reports measure lead generation directly and pinpoint where prospects drop off.
