Smarter Spend. Stronger Performance.

Overdrive began with a full audit of the Lumeris LinkedIn advertising program, reviewing campaign structure, creative formats, audience strategy, and budget allocation. From there, the team rebuilt the program around a clearer objective: improve efficiency while maintaining strong engagement among a highly targeted audience of healthcare decision-makers.

The first priority was simplifying the campaign structure. By consolidating activity around the strongest lead generation objective and pausing lower-signal efforts, Overdrive created a cleaner framework for performance analysis and budget decision-making. This allowed the team to identify what was actually working and reduce wasted spend across the program.

Next, Overdrive expanded the creative strategy to better match the needs of a complex enterprise buyer journey. In addition to existing single-image and webinar campaigns, the team introduced document ads to provide a more substantive, mid-funnel content experience. This gave prospective buyers a stronger educational touchpoint and ultimately created a more efficient lead generation path.

Targeting was also refined through a more focused account-based approach. Using client-provided account lists, the program shifted away from broader prospecting and toward priority organizations and roles, including leaders in healthcare services, business development, and operations. This helped ensure media dollars were concentrated on the audiences most likely to matter.

To sustain momentum, Overdrive reallocated spend toward the campaigns and ad formats delivering the strongest performance and established a weekly optimization cadence to monitor pacing, creative rotation, and lead form engagement. The result was a more strategic, better-aligned LinkedIn program built to improve efficiency over time while supporting a more thoughtful B2B demand generation approach.