Case Study: Dovetail Solutions – LinkedIn Advertising
One-Week LinkedIn Campaign Driving High-Intent B2B Website Traffic
Client: Dovetail Solutions
Location: New Zealand
Industry: Safety Equipment & Workplace Compliance Products
Services Used: Social Media Advertising (LinkedIn Ads)
Background
Dovetail Solutions supplies essential safety and compliance products to businesses across New Zealand, including survival equipment, spill kits, first aid products, and eye wash stations.
They wanted to increase brand awareness and drive high-intent traffic from health & safety officers, operations managers, procurement managers, and other decision-makers responsible for workplace safety and compliance.
Online New Zealand was engaged to run a targeted one-week LinkedIn Ads campaign to test performance, establish benchmarks, and identify which product categories gained the strongest engagement.
The Challenge
Before working with Online New Zealand, Dovetail Solutions faced several challenges:
• Limited digital advertising activity
They were not actively using LinkedIn Ads, despite the platform being a strong fit for B2B targeting and procurement-focused audiences.
• Need to reach specific decision-makers
Their products appeal to a niche audience, so the campaign had to focus tightly on relevant industries, job titles, and seniority levels.
• No baseline performance data
This campaign needed to establish core benchmarks such as click-through rate (CTR), cost per click (CPC), and impressions per budget for future scaling.
• Multiple product lines to promote
Dovetail wanted equal visibility across four key product categories: survival equipment, spill kits, first aid, and eye wash solutions.
Our Approach
Online New Zealand developed a structured LinkedIn Ads strategy designed to deliver strong reach, clear data, and cost-efficient clicks.
Step 1 — Campaign Structure & Audience Targeting
We created four separate brand campaigns, each with its own budget and creatives:
Survival Equipment Brand Campaign
Spill Kit Brand Campaign
Food First Aid Brand Campaign
Eye Wash Brand Campaign
Each campaign was allocated $225, for a total one-week budget of $900.
Audiences were built around:
Relevant industries (manufacturing, construction, warehousing, logistics, etc.)
Job titles and functions (Health & Safety, Operations, Procurement, Facilities)
Seniority and decision-making level
Company size and business type
Step 2 — Creative & Messaging
For each product line, we developed ads that focused on:
Clear visuals of the safety and compliance products
Benefit-led messaging (compliance, staff safety, emergency readiness)
Strong calls-to-action driving traffic to product and category pages
Step 3 — Launch & Performance Monitoring
The campaigns were run over a focused one-week period. During this time we monitored:
Impressions per campaign
Click-through rate (CTR)
Total website clicks
Relative performance between product lines
The Results
The campaign generated strong awareness and data-driven insights in just seven days.
🚀 120,000+ impressions in one week
The four campaigns delivered a combined 120,066 impressions, putting Dovetail Solutions in front of a highly targeted B2B audience across LinkedIn.
📈 197 website clicks from decision-makers
The campaigns produced 197 website clicks, sending qualified traffic to key product and brand pages.
💰 Efficient spend and consistent performance
Total spend across all campaigns was $900, with each product line using $225. Overall performance metrics:
Overall CTR: 0.16%
Survival Equipment: 54 clicks — CTR 0.18%
Spill Kits: 52 clicks — CTR 0.17%
Food First Aid: 46 clicks — CTR 0.15%
Eye Wash: 45 clicks — CTR 0.15%
📊 Clear insights for future optimisation
The Survival Equipment and Spill Kit campaigns emerged as the strongest performers, providing a clear direction for future budget allocation, creative testing, and lead-generation campaigns on LinkedIn.
