Moby Capital is a specialty growth lender that has secured over $1 billion in funding for businesses across virtually every industry. Unlike competitors relying on automated underwriting, Moby Capital takes a relationship-first approach — and they needed a LinkedIn Ads strategy that reflected that. Over 11 months, we transformed their paid social presence from underperforming to exceptional.
Moby Capital didn't just need more leads — they needed the right leads. The goal was to build a LinkedIn program that generated business owners genuinely qualified for alternative financing, at a cost that made the economics work, and at a volume that could meaningfully impact revenue.
We started with a thorough competitor and market audit, then built a full-funnel LinkedIn strategy from the ground up. Top-of-funnel campaigns focused on brand awareness and video views to build remarketing pools. Middle-of-funnel campaigns nurtured those audiences with relevant content. Bottom-of-funnel campaigns used LinkedIn's native lead gen forms to convert with minimal friction. Throughout, we applied manual bidding to maximize cost efficiency, ran continuous A/B tests on creatives and CTAs, and integrated lead flow automation with custom qualifier questions that routed leads directly into the right CRM stages.
Over 11 months, Moby Capital's LinkedIn Ads program went from underperforming to one of the most efficient B2B lead engines we've built — with every core metric improving dramatically and continuously.
Whether you’re looking to expand your search visibility, generate more qualified leads, or build a scalable acquisition engine, our team can help you turn digital marketing into a reliable growth channel.
You have questions? We’ve got answers.
For Moby Capital, we built a full-funnel LinkedIn strategy from the ground up. Top-of-funnel campaigns focused on video views and brand awareness to build remarketing pools. Middle-of-funnel campaigns nurtured those audiences with relevant content. Bottom-of-funnel campaigns used LinkedIn’s native lead gen forms to convert with minimal friction. We applied manual bidding throughout for cost control, ran continuous A/B tests on creatives and CTAs, and integrated lead flow automation with custom qualifier questions that routed leads directly into the right CRM stages.
You need a clear definition of your ideal customer profile (company size, industry, revenue, job title) so targeting is precise from day one. You also need content assets for each funnel stage: video for awareness, relevant guides or resources for consideration, and a strong offer for conversion. A CRM integration is essential so leads are routed and scored properly. For Moby Capital, we built custom qualifier questions into LinkedIn’s lead gen forms that fed directly into CRM stages.
LinkedIn typically requires more runway than Google Ads due to higher CPCs and longer consideration cycles. Moby Capital saw early improvements in the first few months, but the most dramatic gains compounded between months 6 and 11. The earlier months built the remarketing pools and audience signals that made later performance possible. For LinkedIn lead generation for lenders, expect to invest 3-4 months in building the foundation before seeing the compounding effect.
Moby Capital saw a 1,733% increase in conversions and an 82% decrease in cost per lead over 11 months. For business lenders and alternative financing companies, LinkedIn is the highest-intent B2B channel available because it lets you target business owners by company size, industry, job title, and seniority. Digital marketing for alternative lenders works best when you warm audiences before asking for the conversion.
It depends on the goal. Google Ads captures people actively searching for solutions, making it strong for high-intent, bottom-of-funnel conversions. LinkedIn excels at reaching specific professional audiences by title, company size, and industry. For Moby Capital, LinkedIn was the clear choice because the target audience wasn’t searching on Google in high volume, but they could be precisely targeted on LinkedIn. Many fintech companies benefit from running both channels together.
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