CASE STUDY / LINKEDIN ADVERTISING
Dovetail Solutions
A focused one-week LinkedIn advertising test for a New Zealand supplier of safety, first-aid and workplace-compliance products.
INDUSTRY
Workplace safety & emergency products
MARKET
New Zealand
OUR WORK
LinkedIn advertising
01 / IN DETAIL
About Dovetail Solutions
Dovetail Solutions supplies workplace-safety and emergency products in New Zealand. Its product range includes first-aid equipment, spill-control products, eye-wash solutions and other supplies used to support workplace preparedness.
The business wanted to reach people involved in selecting or purchasing those products, including health and safety, operations, procurement and facilities personnel. That made the professional audience and product-category message central to the campaign brief.
02 / IN DETAIL
The challenge: establishing a useful paid-media benchmark
Dovetail was not actively using LinkedIn advertising when the test was planned. The initial task was to introduce key product ranges to relevant business audiences and collect a baseline for future decisions.
The campaign needed to keep four categories visible without combining all of them into one indistinct message. A defined one-week period and separate category budgets made it possible to compare the initial response and identify what deserved further testing.
03 / IN DETAIL
Our work: four focused product campaigns
OnlineNZ created separate campaigns for survival equipment, spill kits, food first aid and eye-wash products. Each received a reported budget of $225, giving a total campaign budget of $900 for the one-week test.
Audience planning considered relevant industries, professional functions, seniority and business characteristics. Creative and copy connected each product category with a practical business need, then directed visitors to relevant product or category pages. The work was designed around website traffic and comparative response, rather than claiming that every click represented a sales-ready lead.
04 / IN DETAIL
Reported campaign results
The original project report recorded 120,066 impressions and 197 website clicks across the four campaigns. The reported overall click-through rate was approximately 0.16%. Survival equipment generated 54 clicks, spill kits 52, food first aid 46 and eye wash 45.
The reported spend was $900 in total. Impressions describe ad delivery, while website clicks describe interaction with the ads; neither figure is a sales total. These are historical results from the one-week test and should not be presented as a forecast for a later campaign.
05 / IN DETAIL
What the test made possible
Separate product campaigns gave Dovetail a clearer view of the relative response to each category. Survival equipment and spill kits attracted the highest click counts in the reported period, providing a starting point for further creative and budget decisions.
A short test cannot answer every question about a B2B buying cycle. It can, however, establish a measured baseline and suggest what to test next. This project shows the value of defining the objective, audience, categories and reporting period before the campaign begins.
Explore the business and the service
Project results describe the engagement reported in our original case study. They are not current rankings or a promise of results for another business.
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