NGI: 7x growth in monthly leads from a full-funnel LinkedIn campaign

In 2026, NGI expanded their certified hygienic bearing house platform with a new stainless steel range, complementing their existing composite solutions. The bearing house is designed to shorten cleaning cycles and lower contamination risk in food production. It’s a very strong product for people who know what to look for. The challenge was reaching those people and turning their interest into qualified leads.

The challenge: Turning traffic and engagement into leads

NGI was already active on LinkedIn, with good traffic and engagement. The challenge was turning that activity into leads from the people who make the decisions. That meant sharper targeting and a clear way to capture interest. Each campaign started from a fresh audience, so the people who had already watched, clicked or engaged weren’t carried into the next one. Connecting the campaigns, so each one could build on the last, held a big potential.

The solution: One connected campaign that guides the right people from first impression to sales

A niche product needs a niche audience, so we started there. NGI rebuilt everything as one connected campaign across Europe and North America. It targeted technical decision-makers in the food industry, along with the accounts and contacts NGI most wanted to reach.

Then we made a deliberate bet: 63% of the budget went into building that audience before we asked anyone for their contact details. We’ve seen it pay off many times, and we wanted to test the following thesis again: Audience design only gets you close. You find the right people by what they do: who watches, who reads, and who comes back.

1. So, first step was giving NGI a human voice in the feed. Before the launch, Thought Leader Ads ran under one of NGI’s own experts instead of the company page. Engineers trust engineers, and it showed: the ads beat LinkedIn’s single image benchmarks on both engagement and click-through rate. When the product campaign went live, NGI wasn’t a stranger in the feed anymore.
   
   
2. From there, the campaign worked like a conversation. Ten short videos introduced the problem and reached 44,640 views at a 30% view rate, with close to 3,000 people watching to the end. Those 3,000 were the point, because every one of them had chosen to spend time on NGI’s problem and could be reached again.
   
   Document ads then put the specs right in the feed, so an engineer could read them without leaving LinkedIn. This was where interest turned into real engagement: 7,829 engagements at an 11.9% engagement rate, above LinkedIn’s benchmarks (which is 6.35%) in both the Americas and Europe.
   
   
3. Only then did NGI ask for something. With single-image ads, we proposed lead forms to the people who had already watched, read, or visited the website. Across three pushes and 28 ad variants, the creative stayed fresh for an audience seeing NGI again and again, and a dedicated Google Ads campaign in the US and UK caught the people who went looking for more.
   
   
4. The last piece was making sure no lead went cold. Every lead form flowed straight into ActiveCampaign through a direct integration and entered a multi-step nurture flow that we wrote and built, with a sales alert attached. Leads were in a sequence within minutes of submitting, and the flow kept them warm while they sat in the pipeline.

The results: A pipeline NGI can predict, scale, and build on

Over three months, NGI moved from individual LinkedIn activities to one connected setup that delivers leads every month. Monthly leads grew sevenfold, and every one of them went straight into nurture and on to sales.

The numbers matter less than who they represent. The leads came from plant managers, maintenance managers, mechanical designers, application engineers, and general managers in 13 countries: the US, Canada, the UK, Germany, Italy, the Netherlands, Spain, Denmark, Norway, Poland, Slovenia, Croatia, and Belgium. These are the people who decide which components go into a production line.

Just as important, NGI now has a lead flow they can plan around. When we put more budget behind the campaign, leads followed, and the conversion rate held steady. NGI now knows what more investment will return, so they can grow the pipeline at the pace their sales team can handle.

The effect reached beyond LinkedIn, too. Once the campaign was live, searches for NGI’s bearing houses on Google picked up, and document downloads grew more than fivefold. People who met NGI on LinkedIn went looking for more.

About NGI

NGI has been a hygiene pioneer in the food industry for decades. They develop hygienic components and drive solutions that help raise hygiene standards and reduce risk in food production, from levelling feet and bearing solutions to drum motors and more, for machine builders and food manufacturers around the world

NGI is based in Nørresundby, Denmark, and supplies customers in more than 50 countries. Helion took over NGI’s digital marketing in early 2026 and now runs their full paid setup across LinkedIn, Google Ads, Microsoft Ads and SEO.