GroundProbe.

GroundProbe is a global technology leader specialising in real-time solutions for measuring and monitoring geohazards. They create state-of-the-art technologies and software that deliver precise and reliable information to our customers, helping them better manage risk, maintain operations and production, and keep people and communities safe. They are also a part of Orica Digital Solutions, a business stream of the Orica Group. 

Groundprobe engage in LinkedIn advertising to find high-value leads across their global target market, including APAC, LATAM, and Africa. Their target customer is often an engineer, supervisor or director in the mining space. This relatively niche audience can be difficult to reach on digital marketing platforms, and costly given the competitiveness of the mining sector. 

By nature of the high-value demographic targeting available, LinkedIn is an expensive platform to advertise on. As such, our global approach of reaching all GroundProbe’s key regions (approx 10+ countries) only spread our budget thin and hindered CPA. 

It was obvious that our LinkedIn campaigns were hindered by sufficient budget, a result of spreading our activity across too many regions. To ensure we were maximising the return of our budget, we consulted with our contacts at GroundProbe to target 1-2 key countries at a time. This approach would mirror GroundProbe’s own internal focus (e.g. Latin America in late 2023) and would usually change every quarter to allow for a variation in targeting.