LinkedIn Ads Case for Starbem a Healthtech B2B

How we turned a collapsing funnel into 100 meetings/month with strategic companies using LinkedIn Ads

A B2B healthtech increased its qualified leads by 900% and quadrupled its MRR after switching from Meta to LinkedIn.

Starbem's Context

When growing up meant changing the game

In 2023, the company was growing steadily through Meta Ads campaigns, generating 80 meetings per month.

However, when they shifted their focus toward larger, more strategic accounts (100 to 500 employees), their results plummeted.

The question was: would LinkedIn Ads work for this?

Main Challenges

The funnel that stopped working
(and the pressure for strategic results)

Drop in volume with new ICP
Inefficiency of existing channels
Aggressive target of 100 meetings/month
Internal skepticism regarding LinkedIn Ads

We knew the market was operating at a different level. We just didn't know if LinkedIn would deliver on its promises.

Growth Ops Strategy

The Shift: From Volume to Value with LinkedIn Ads

In 2023, the company was growing steadily through Meta Ads campaigns, generating 80 meetings per month.

However, when they shifted their focus toward larger, more strategic accounts (100 to 500 employees), their results plummeted.

The question was: would LinkedIn Ads work for this?

Advanced Segmentation

Strategic roles (HR)
Company size
Exclusion of non-ICP (Ideal Customer Profile)

Smart Budget Transition

1st month
R$15.000 Meta / R$5.000 LinkedIn
2nd month
R$10.000 Meta / R$10.000 LinkedIn
3rd month
R$5.000 Meta / R$15.000 LinkedIn
4th month
R$20.000 LinkedIn / R$5.000 Meta (ToFu & Remarketing)

Staged Funnel

Creatives based on pain point and stage: consideration → bottom-of-funnel → remarketing
Integration of media + content + SDRs

Results Achieved

From collapse to predictability: the numbers behind the turnaround

+900% Increase in Lead Generation

900% increase in B2B lead generation from 2023 to 2024.

+400% Growth in MRR

400% growth in MRR from 2024 to 2025, with a focus on more qualified accounts.

+100 Monthly Meetings

Stabilization at 100 monthly meetings with companies having between 100 and 500 employees.

What We Learned

4 lessons we take to other projects

Gradual transition

A gradual transition reduces friction and allows time for channel learning

Precise segmentation

Precise targeting on LinkedIn is crucial for B2B

Creative Selection

Creatives need to speak the language of the decision-maker (not the product)

Sharp Integration

Integration between media, content, and SDRs accelerates conversion

Next Steps

Do you want to scale your B2B sales with predictability?

Start with a free diagnostic and uncover the bottlenecks in your current funnel.