We have a client where we are running cold layer play. We run promoted posts as well as image ads against the same company list.

Promoted posts of course get lower CPC, as it’s a founder post, not an ad. But what is fascinating is that more people actually convert on the image ads instead.

They see the post, like the story, then an image ad gets served in the mix, and they end up booking the demo from the image ad.

Key caveat. This is not retargeting play. We are running both campaigns against the same cold audience.

What happens is that when people engage with the post, they also tend to get served an image ad from the same company. LinkedIn algorithm takes the first engagement signal and tries to “talk” to that audience as much as possible. Serving all content it can get its hands on.

This is not just my hypothesis. If you are using a tool like Fibbler, you can see the impressions and clicks by campaign. The deals that convert have been getting similar share of impressions from both cold campaigns. Image and promoted post.

Happy hunting!