Online Authority Blog

Achieve funding application targets with LinkedIn advertising

by Kelly Kubrick on March 31, 2019

Campaign Objectives

The Federation of Canadian Municipalities (FCM) needed to secure a particular number of municipal infrastructure funding applications, by a specific deadline, from a particular geographic segment.

The Plan:

In advance of the paid traffic campaign, FCM developed landing pages in English and French, containing links to supporting documentation describing the funding application process.

Where digital fit:

In addition to its regular organic social media and email newsletters, FCM approved a paid media buy on LinkedIn. Online Authority was tasked with advising the internal team how to structure its test plan to determine optimal placements and audiences. Online Authority supported the team’s efforts by researching, building and ‘saving’ additional pockets of target audiences on LinkedIn.

Next, Online Authority undertook the necessary technical implementation for a LinkedIn media buy for FCM, including:

  1. Generating the client’s LinkedIn Campaign Manager Insight Tag;
  2. Installing and configuring the Insight Tag via the client’s Google Tag Manager account to ensure it was published to all templates in the client’s content management system;
  3. Setting up conversion tracking; and
  4. Advising on naming conventions for Google Analytics UTM tracking codes for use later in the campaign.

Online Authority provided advisory services to the FCM team on creative – copy and image treatments – including adjustments after an initial test period in market.

LinkedIn Advertising MAMP


The campaign launched with alternative placements, and as the most effective ones were identified, the campaign was rolled out for the duration. Data proved the LinkedIn campaign contributed directly to the total applications received by the deadline.

We can help

If you are interested in learning more about LinkedIn advertising, contact Online Authority today.

Kelly Kubrick

Digital Analyst and President of Online Authority; COO of MyLiberty.Life; co-author Six Dimentions of Digital Maturity Model; co-founder Digital Strategy Conference; co-owner 3rd generation family business. Downhill Skier. Foodie. Fan of all things digital.

Kelly KubrickAchieve funding application targets with LinkedIn advertising

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