Cyber Threat Detection
Blackbird PPC partnered with the fastest-growing network detection and response vendor, founded with the mission of helping organizations illuminate and disrupt cyberattacks. We began integrating advanced first-party data (1PD) in their Google and LinkedIn campaigns in 2023, resulting in 62% more high-quality leads with 36% greater efficiency YoY.
+220%
More A/B Leads
+98%
Higher Proportion of A/B Leads
-63%
Lower Cost Per A/B Lead
How LinkedIn CPL Dropped 23% with Smarter Cohort Targeting
In late 2024, Blackbird tested further optimizations in Google and LinkedIn to efficiently deliver more A/B leads from key audience segments.
In LinkedIn, Blackbird and Corelight developed 3 target lists:
Cohort 1 = ICP businesses with high opportunity for growth
Cohort 2 = ICP businesses
Cohort 3 = More “mid-market” businesses
After testing campaigns targeting cohort 1 and 2 separately, Blackbird found that CPL for each of these cohorts was lower when including cohort 3 in the targeting. To improve efficiency from Cohorts 1 and 2, Blackbird included Cohort 3 in the campaign.
Comparing campaigns with Cohorts 1-2 (Nov. 2024-Jan. 2025) with campaigns with Cohorts 1-3 (Feb.-April 2025), the latter produced such a decrease in overall CPL that the CPL for Cohorts 1 and 2 decreased 15%. Overall, LinkedIn’s cost per A/B lead decreased 23%.
How Google Campaigns Improved with Smarter Conversion Signals
In Google, Blackbird augmented integration of A/B lead conversions by creating conversions for lead-record fields that fed Corelight’s grading rubric (e.g. business emails). For attributes without associated fields (e.g. job title persona, optional information submitted in the form), Blackbird bridged the gap by including the final lead grade (A or B only) in tROAS bidding.
This data, along with tROAS bidding reflecting each field’s impact on lead grade, outperformed linear A/B lead optimization. Blackbird ran those campaigns in parallel for 6 weeks (April-May 2025), splitting traffic 50/50.