A lookalike audience built from high-tier property enquiries achieved 64.33% video completion, compared with 56.56% for contextual targeting.

The lookalike audience delivered a reported €0.01 average CPV, approximately 66% lower than the contextual audience’s €0.03.

Qualifying first-party conversion data before using it for audience building can provide a more commercially relevant starting point than using every enquiry.

The previous agency’s audience expansion delivered substantially weaker viewing metrics, although different campaign optimisation prevents a direct causal comparison.

A company list of 149,836 records matched at 79% on LinkedIn: one record in five was lost before any campaign ran.

A high match rate can hide wrong matches: subsidiaries mapped to the global group, or companies mapped to a brand with a similar name.

Warm is not the same as relevant.

When we crossed engagement audiences with our customer companies, only part of the people who already knew us worked at the companies we wanted.

Every audience needs a time dimension.

In my experience, people who saw one of our ads in the last 14 days are considerably more likely to convert than older audiences, as long as the targeting is right.

The biggest red flag to watch out for is generic, unpersonalised emails.

A legitimate-looking website isn’t proof: check the About page for real people, and whether their LinkedIn profiles have suspiciously few posts and connections.

Search the company name plus “scam”: Reddit showed other people had also been targeted.

Hover over every link, even if the anchor text looks OK: the second Google Calendar link pointed to calendar-google.co.