# LinkedIn Demand Gen: 50% Higher ROI | OVERTOP [Home](/)›[Success stories](/success-stories/)›[LinkedIn Ads](/success-stories/linkedin-ads/)›Eftsure LinkedIn Ads success story · Payment fraud prevention software company # How a fraud prevention company earned 50% higher ROI on LinkedIn than on its other digital channels. Almost nobody searches for payment fraud prevention until it is too late. Eftsure used LinkedIn to teach finance leaders why it matters, offered practical guides through Lead Gen Forms, then retargeted engaged prospects with demos. LinkedIn ended up influencing 35% of its pipeline. BusinessEftsure MarketNorth Sydney, Australia GoalCreate demand where almost nobody was searching ## The results. ROI and cost per opportunity compared with Eftsure’s other digital channels. - **50%**higher ROI than other digital channels - **35%**of total pipeline influenced by LinkedIn ads - **25%**lower cost per opportunity than other digital channels Pipeline influence and channel comparisons from Eftsure’s own reporting. Self-reported by the advertiser and published by LinkedIn; results for other businesses will differ. ## The challenge. Eftsure protects more than 2,000 businesses and government bodies from paying the wrong people, by verifying supplier details before money moves. It is the leader in its category in Australia, but the category itself was the problem: almost no one was searching for a solution. Payment fraud is often treated as an IT issue, not a finance one. Before Eftsure could capture demand, it had to create it, by convincing finance decision makers that this was a preventable business risk they owned. ## What they did. Full-funnel Sponsored Content · Lead Gen Forms · Retargeting · Job title and seniority targeting Precise audiences, with exclusionsEftsure built audiences of finance decision makers by job title, function and seniority, layered exclusions to keep spend clean, and used [Matched Audiences](https://business.linkedin.com/advertise/ads/targeting/matched-audiences) to find people similar to existing sales leads.Top of funnel: the problemVideos, testimonials and thought leadership on data breaches and cybercrime showed the scale of the threat and the role finance plays in stopping it.Middle: something usefulGuides, checklists and best practices were offered through [Lead Gen Forms](https://business.linkedin.com/advertise/ads/generate-leads), creating a first real engagement with each prospect.Bottom: the productPeople who had engaged were retargeted with product content and free demos that showed how the solution answers the problems raised earlier. ## Why it worked. Our read on the decisions behind the numbers, and what any business can take from them. Demand has to be builtSearch ads cannot capture demand that does not exist yet. LinkedIn let Eftsure reach the right people before they knew they needed it.Each stage earned the nextEducation made the guide worth downloading, and the guide made the demo feel relevant. Nurture reduced friction at the bottom of the funnel and lowered cost per lead.Creative that is not boringIn a dry category, the team invested in stories and standout creative. Attention is the first conversion.Constant targeting reviewBenchmarking reach against the total possible audience kept the campaigns from running out of fresh people or wasting money on the wrong ones. ## How we would run this play for your business. You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our [linkedin ads management](/linkedin-ads/). Plan three stages of contentProblem-awareness content, a useful offer behind a short form, and a product-focused retargeting stage, each with its own budget.Target the people who own the problemWe define who loses money or sleep when the problem happens, and build audiences around them, with exclusions to protect spend.Measure influence on pipelineWe track how many opportunities LinkedIn touched, not only the ones it closed, so brand spend is judged fairly.Capture what you createAs the category grows, SEO and [paid search](/google-ads/) make sure the people now searching find you first. ## Who this play fits. You do not have to be a payment fraud prevention software company to use the same approach. It is a strong fit for: - New product categories - Cybersecurity and risk software - Financial and compliance services - Insurance and benefits providers - B2B companies with little search demand - Any business that has to explain the problem first ## Want results like these? Tell us about your business and your goals. We will show you where LinkedIn ads can bring you customers, and what it would take. [Start growing with LinkedIn ads](#audit) [Or call (704) 237-0707 ›](tel:7042370707) [See how we run LinkedIn ads for our clients ›](/linkedin-ads/) ## More LinkedIn ads success stories. - [ Software and technology **778%** return on ad spend (roughly) ### Superhuman Read the story › ](/success-stories/microsoft-ads/superhuman/) - [ Software and technology **186%** increase in return on ad spend ### Smokeball Australia Read the story › ](/success-stories/linkedin-ads/smokeball-australia/) - [ Software and technology **6X** more qualified sales meetings from marketing ### Firebolt Read the story › ](/success-stories/linkedin-ads/firebolt/) [See all LinkedIn ads success stories ›](/success-stories/linkedin-ads/) Results as published by LinkedIn in its Eftsure customer story. Self-reported; results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.