Swisscom: A LinkedIn Growth Play That Won B2B Buyers at Lower Cost
Written by Elias Oender
B2B growth 4 min read swisscom.ch ↗
The short version
A power-user lookalike strategy uses a precise but expensive channel to find the right buyers, then finds more people like them where reach costs less. For Swisscom, delivered with the partner agency The Relevent Collective, laser-targeted LinkedIn ads put a B2B product in front of the right decision makers, a landing page captured every engaged visitor, and power-user lookalikes kept finding new buyers on third-party sites at a lower cost than LinkedIn.
How Did Swisscom Win B2B Buyers Beyond LinkedIn at a Lower Cost?
Swisscom won them by letting LinkedIn find the exact decision makers, then following that signal to places where the same kind of people cost less to reach. Swisscom is a major telecommunications provider in Switzerland with a dedicated business customer segment, and its B2B products sell to people with little time and high standards. Together with the partner agency The Relevent Collective, we turned one of those products into a growth play in three moves: laser-targeted LinkedIn ads, a landing page that captured every engaged visitor, and power-user lookalike audiences. Those lookalikes kept finding new buyers on third-party sites at a lower cost than LinkedIn, which turned an expensive channel into the start of an efficient one.
Why Start a B2B Campaign on LinkedIn?
Start on LinkedIn because it lets you choose a B2B audience by the attributes that define a buyer. LinkedIn’s targeting options include job title, company name, industry and seniority, and the network states that four out of five of its members drive business decisions. For Swisscom, laser-targeted LinkedIn ads put the product in front of exactly the right decision makers, the people who could say yes to a B2B purchase. That precision has a price, because LinkedIn clicks sit at the expensive end of paid social. The smart move is to treat LinkedIn as the finder: pay its premium once, for the right people, and make every visit keep working long after the click.
How Does a Landing Page Turn Visitors Into an Audience?
A landing page with a tracking pixel turns every visit into a profile the next campaign can use. For Swisscom, the LinkedIn ads led to a landing page with a third-party pixel, so every engaged visitor became part of an audience of its own. Those visitors had been selected twice, once by LinkedIn’s targeting and once by their own interest, which makes them about the most valuable seed a B2B campaign can collect. Each of them was paid for once, as a LinkedIn click, and the pixel kept that investment paying after the visit. The page did double duty: it informed the buyer, and it built the audience that made the next step cheaper.
What Is a Power-User Lookalike Audience?
A power-user lookalike audience is a lookalike built from your most engaged visitors, so the platform goes looking for more people like your best prospects. A lookalike starts from a seed of known people and builds a larger group of similar ones, as Meta’s developer documentation describes it, and the quality of the seed decides the quality of everything that follows. For Swisscom, the seed came from people who had arrived through precise LinkedIn targeting and then engaged with the page, a B2B signal that is hard to beat. The lookalikes carried that profile out to third-party sites, where reach is broad and costs less than on LinkedIn.
How Did Lookalikes Lower the Cost of Finding New Buyers?
They lowered it by taking an expensive signal to cheaper inventory. The power-user lookalikes prospected on third-party sites and kept finding new buyers at a lower cost than LinkedIn, while the quality of the targeting still came from the LinkedIn seed. Swisscom got the best of both channels in one campaign: LinkedIn’s precision at the start and the efficiency of the open web for the scale. At Unfair Advantage Marketing, we call this separating the finder from the scaler. It is a dependable way to grow a B2B audience without letting the cost per lead grow with it, and it keeps paying as long as the seed stays sharp.
What Can Other B2B Brands Learn From This Growth Play?
They can learn to pay for precision once and then scale it at a lower price. The pattern fits any B2B product with a clearly defined buyer: find the right people on the network that knows their job titles, capture their interest on your own page, and let lookalikes carry that profile to inventory where attention costs less. Today Unfair Advantage Marketing runs the same discipline with AI agents that read the numbers live, so the budget moves to the cheapest channel that still brings the right buyers. If your B2B campaigns depend on one expensive channel, book a call and we will show you where the same buyers cost less.
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