The decisions behind the delivery

A specialist photonics supplier needed a stronger digital presence and a consistent way to stay visible to potential customers. The work brought advertising, LinkedIn content, website improvements and brand materials into one programme.

Google and LinkedIn campaigns helped keep products in front of prospective buyers and re-engage people already familiar with the business. Alongside the advertising, the team developed product content, improved website copy and search visibility, and created consistent corporate and presentation materials.

Reported leads were 39.5% higher in September to December 2024 than in May to August 2024. The agency case also recorded 69.5% LinkedIn follower growth. These are different measures: one describes reported lead volume, the other the size of the social audience.

The key decision was to coordinate the everyday points of contact: what buyers saw in an ad, on LinkedIn, on the website and in a product presentation. That gave the client a clearer and more consistent presence across the buying journey.

Measurement note: The lead result is a before-and-after comparison using client-supplied data. It does not isolate marketing's contribution from seasonality, the client's own work or other factors. A same-period prior-year comparison was unavailable.

Recruitment depended on helping prospective applicants discover the programme and return to complete an application. Paid advertising across Meta, LinkedIn, YouTube and Telegram worked alongside university outreach, organic content and other recruitment activity.

The paid programme comprised 36 campaigns, 60 ad sets and 472 ads, including remarketing. It generated 25,391 link clicks on approximately €13,732 in media spend.

The wider campaign recorded 2,779 completed applications. The report also showed that 57% were finalised in the last five days, underlining the importance of the full application journey and deadline period.

Measurement note: Applications belong to the combined paid and organic programme; they are not attributed solely to advertising.

The campaign combined Google Search, Display and Meta, with the channel mix adapted by market. Audience criteria, relevant placements and search intent guided delivery, while country-level reporting kept differences between markets visible.

The final report recorded approximately 10.7 million impressions on around €25,000 in media spend. The programme required a shared direction and enough local flexibility to account for channel availability and launch timing.

That balance is the useful part of the story: keeping several markets working towards one brief while making decisions at the level where performance actually changes.

Measurement note: Reported impressions include repeat exposure across the campaign.

A specialist nutrition campaign combined a tightly defined Brussels audience with a broader European professional audience across LinkedIn and X. Remarketing re-engaged people who had already encountered the campaign.

The report recorded 9,753,769 impressions and 546,683 video views on approximately €13,972 in spend. LinkedIn’s average click-through rate was 1.82%.

The strategic choice was to distinguish the cost of reaching a small specialist audience from the economics of broader distribution. Reviewing those audiences separately gave the client a more useful view of performance.

Measurement note: Video views use each platform’s reporting definition.

A series of short comic sketches made an industrial subject accessible to a wider audience. Teasers and paid promotion across YouTube, LinkedIn and X extended distribution, with the campaign expanding across platforms as it developed.

The published agency case records more than one million video views, over four million impressions and 6,783 link clicks.

The work paired a distinctive creative idea with a sustained distribution plan. Figures are platform-reported campaign totals, with possible repeat exposure.

The team had two weeks to develop the messaging and campaign concept. Separate messages for industry and civil society informed the creative, while digital advertising and social activity were coordinated with the wider communications launch.

The advertising recorded 435,986 impressions and a reported 4% click-through rate on LinkedIn. The case shows how clear audience choices and a shared deadline can organise a complex brief quickly.

Measurement note: The click-through rate is specific to LinkedIn.