Platform · LinkedIn Ads
LinkedIn ads management for B2B, built from the accounts sales wants.
LinkedIn is the one platform where you can reach a buyer by company and job function before they search. It is also the most expensive click you will buy. We run LinkedIn ads for mid-market B2B companies with deal sizes above about $20,000, where a $250 lead is cheap, and reaching the correct audience is a challenge on other platforms.
Below the line, a $250 LinkedIn lead costs more than the deal supports once sales acceptance is counted. Above it, the same lead is cheap, and the account list is targeting Google can’t offer.
What’s different
Nobody on LinkedIn is searching for you.
Targeting is the product
Company, industry, size, job function, seniority, and lists uploaded from your CRM. Audience expansion undoes all of it, and it is on by default.
The click costs several times a search click
The math works when the deal is large and the offer is worth a stranger’s time. We help ensure your messaging conveys that value.
The buyer is reading, between meetings
Ads that answer the objection sales hears on the first call beat ads that announce a product. The sales call notes are the creative brief.
LinkedIn campaign · [Client example]
Launch recommendations
The model proposed
What shipped
The model proposed
Audience expansion: on
What shipped
Off. Expansion added three million members who don’t buy what you sell.
Audience: job titles containing “Marketing” and “Sales”
Job function and seniority instead of titles. Titles miss half the people who hold the role.
Objective: lead generation, Lead Gen Forms for everything
Lead Gen Forms for the guide. Website conversions for the demo, imported from the CRM with stage values.
Creative: product screenshots, “Request a demo”
Three ads, each answering one objection from the sales call notes.
Retarget everyone who visited the site
Retarget by company list, 90 days, with current customers excluded from the CRM.
Exclude current customers and competitors by company
Accepted. Lists refreshed monthly from the CRM.
6 proposals · 1 accepted · 5 reshaped
Illustrative
What we do on LinkedIn Ads
LinkedIn is available in Connected and Embedded, where the CRM connection it depends on already exists.
- Account lists built from the CRM and uploaded as matched audiences, refreshed monthly.
- Targeting by job function and seniority inside those lists, with expansion and the Audience Network off.
- Insight Tag, conversion tracking, and CRM imports, so campaigns are judged on SQLs and opportunities.
- Creative written from the sales call notes: one objection per ad, with the offer sales would want a prospect to take.
- Retargeting by company and by stage, with customers and open opportunities excluded.
- Budgets set by campaign and moved toward the ones driving leads, with frequency capped.
- Lead quality by campaign in the monthly report, alongside the search accounts.
Mistakes we fix most often
- Audience expansion and the LinkedIn Audience Network left on.
- Targeting by job title only, which misses most of the people who actually hold the role.
- “Request a demo” as the only offer, at a cost per click that only a late-stage buyer justifies.
- No customer or competitor exclusions, so the budget re-targets people who already bought.
- Campaigns judged on cost per lead, when the leads sales accepts come from a different campaign.
- A retargeting pool too small to serve, left running for months.
Programs
LinkedIn comes with Connected and Embedded.
Questions
About LinkedIn Ads with us.
What budget does LinkedIn need?
Enough to buy a few hundred clicks a month to a tight list.
Lead Gen Forms or landing pages?
Both, chosen by offer. Forms fill fast and close slow; they fit guides and events. Demo and pricing requests go to a landing page so the CRM can see them and the bidding can learn from them.
Can you target our account list?
Yes. We upload companies from the CRM as a matched audience and layer job function and seniority on top. LinkedIn needs a few hundred matched members before it will serve.
Do you run LinkedIn without search?
Rarely. The search account tells us which messages convert, and LinkedIn is where we put that message in front of the accounts that haven’t searched yet. Connected includes both.
How do you measure it when most buyers never click?
CRM imports with stage values, company-level reporting on which target accounts showed up in the pipeline after exposure, and a lift test when the budget allows one.
Other platforms
One program, four platforms.
Every platform runs inside Managed, Connected, or Embedded, on one fee, reported in one dashboard.
Google Ads
Search demand, bid to pipeline instead of form fills.
Microsoft Ads
Bing and Copilot, imported from Google and then fixed.
ChatGPT Ads
Ads matched to the conversation, measured in your CRM.
Talk through your account list.
Thirty minutes. Bring the deal size and the list sales wants; we’ll tell you whether LinkedIn earns its place.