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How Gumlet unlocked pipeline and 6.3x ROAS from a 30K audience through full-funnel LinkedIn campaigns
Summary:
With a two-month, full-funnel strategy combining awareness and lead generation, Gumlet proved that LinkedIn Ads can deliver both reach and revenue — even within a small, hyper-targeted 30K audience.
The campaign generated 8 direct demo leads, 4 influenced leads, and one closed-won deal worth $24,000 ARR, achieving 6.3x ROAS and establishing LinkedIn as a measurable revenue driver for the brand.
About Gumlet
Gumlet is a leading media optimization platform that helps businesses deliver optimized images and videos at scale. Trusted by over 8,000 global websites, Gumlet automates transcoding, delivery, and performance optimization for media-heavy organizations such as streaming platforms, SaaS providers, and e-commerce brands.
The Challenge
We wanted to test whether LinkedIn could be a revenue-driving channel rather than just a visibility platform.
The goal: reach mid-market and enterprise companies (51–10,000 employees) in the media and SaaS industries — specifically product and engineering leaders — and drive high-quality demo requests.
Historically, LinkedIn was viewed as “too expensive” or “too top-of-funnel” for tangible results. We set out to break that myth with a data-backed experiment designed to prove the platform’s full-funnel potential.
The Strategy: Building Awareness Before Asking for Leads
Instead of launching direct lead generation campaigns immediately, we began with a Month 1 awareness phase optimized for website visits — building familiarity, trust, and message recall among its niche audience before transitioning into demo-focused campaigns.
Phase 1 (Awareness):
- Objective: Website visits (optimized for Page Views)
- Audience: ~30K professionals — product & engineering leaders in Media and SaaS
- Exclusions: Job seekers and early-career professionals
- Result: 60,000 impressions, 21,000 reach, 0.5% CTR, $3.7 CPC in Month 1
The same ads continued running through Month 2, bringing the total to 120,000 impressions while maintaining a frequency below 3 and achieving 70%+ audience penetration.
This consistent exposure created strong brand familiarity, which paid off significantly once demo-focused campaigns were introduced.
Phase 2: Lead Generation That Converts
Armed with an aware, primed audience, we launched LinkedIn Lead Gen Form ads in Month 2.
These were targeted at the same segment, now warmed through consistent ad exposure and brand recall.
Setup Overview:
- Format: Native LinkedIn Lead Gen Forms
- CTA: “Request Demo”
- Bidding: Max Delivery
- Tracking: LinkedIn Insight Tag + HubSpot
- Attribution:
- Direct Lead → Demo form filled on LinkedIn
- Influenced Lead → Website form fill from an account exposed to ads within 30 days
Results:
- 8 Direct demo requests
- 4 Influenced website leads
- 50% MQL → SQL conversion rate
- $3,800 total spend → $475 CPL (direct) and $316 blended CPL
- 1 Closed-won deal worth $24,000 ARR → 6.3x ROAS and 532% ROI
These outcomes demonstrated the compounding impact of awareness-first sequencing and proved that even a small, well-defined audience can yield meaningful pipeline.
Creatives That Won
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3 Demo Requests
The best-performing creative showcased Gumlet’s performance benefits in a clear, confident format.
Headline: Deliver Optimized Videos and Images at Any Scale!
Visual Message: “99.95% uptime | 2.5B+ media files every day”
Design Language: Simple layout, crisp CTA, and proof-based messaging.
Creative Insights:
- Performance-focused value props (speed, uptime, scalability) outperformed feature-heavy messaging.
- Quantifiable metrics added credibility and boosted engagement.
- Balanced tone — technical for developers, outcome-driven for product teams — maximized relevance.
- Contextual timing (e.g., Diwali-themed creatives) improved visibility and conversion intent.
- Clarity and consistency in CTA (“Request Demo”) strengthened click-through and form-fill rates.
Results and Impact
Within just two months, Gumlet demonstrated that a carefully structured LinkedIn campaign could achieve full-funnel results:
Beyond the lead volume, the campaign directly influenced $24K in ARR, establishing clear revenue attribution and validating the platform’s ROI potential.
Breaking the Myths About LinkedIn Ads
The campaign proved that with the right structure, LinkedIn can drive measurable demand and revenue — not just visibility.
What’s Next
With proof of both lead and revenue impact, Gumlet plans to scale its presence on LinkedIn by:
- Introducing Carousel & Document Ads to keep educating awareness-phase audiences.
- Launching retargeting ads with additional ad formats for warmer audiences.
- Expanding the tested framework across adjacent markets with similar ICP profiles.
Final Takeaway
Gumlet’s campaign shattered long-held myths about LinkedIn Ads.
By sequencing awareness and lead gen intelligently, optimizing messaging for both technical and business audiences, and tying results directly to revenue, Gumlet transformed LinkedIn from an “expensive awareness tool” into a 6.3x-ROAS growth channel.
