Ads that attract the right people. Funnels that convert them. Tracking that shows what is actually happening. Post-lead optimization that turns leads into revenue.
WHERE CAMPAIGNS BREAK
LinkedIn is the most expensive paid channel in B2B. The margin for error is small. Most campaigns fail for the same reasons.
Single-format campaigns with no funnel logic. Targeting job titles without understanding buying signals. Optimising for form fills that never convert to meetings. Reporting that stops at CPL and never reaches revenue.
The result is a channel that looks expensive and performs poorly. The problem is not LinkedIn. It is the strategy behind the campaign.
B2B buying cycles are long. A single campaign cannot do everything. We build LinkedIn around three stages, each with its own objective, format, and measurement.
Most of your market is not actively looking. They do not know they have a problem yet, or they have not considered your solution. We reach them before they search. Thought Leader Ads, Video Ads, and Single Image Ads deliver the right message to the right audience. The goal at this stage is relevance and recall, not conversion.
Some of your audience is ready. They are evaluating options. We make sure you are one of them. Single Image Ads with Lead Gen Forms and Conversation Ads work here. Frictionless. Targeted. Built around your ICP's actual decision criteria.
Prospects in your pipeline need a reason to move. We run objection-handling campaigns, case studies, and social proof to warm the people your sales team is already talking to. Document Ads, Carousel Ads, and Spotlight Ads do this work. This stage often has the highest ROI of the three.
Choosing the wrong format at the wrong stage wastes budget. This is how we match them.
Best for demand creation. Sponsor posts from your founders or senior team. Builds authority and trust with a cold audience. Higher engagement than brand page content. Works best when the content reflects a genuine point of view, not a press release.
The most versatile format on the platform. Works across all three funnel stages with the right message. High visibility in the feed. Simple to test. Our starting point for most campaigns.
Strong for storytelling and explaining complex products. Use at the awareness stage to introduce a problem or demonstrate a solution. Add subtitles. Videos autoplay on mute.
Effective for walking through a use case, a case study, or a product feature set. Each card should carry the story forward. Works well for accelerating open cases.
Share whitepapers, frameworks, or case studies directly in the feed. Can be gated with a Lead Gen Form to capture leads, or open to build trust. Document Ads also allow retargeting audiences based on engagement, which Carousel Ads do not.
Pre-filled with LinkedIn profile data. Less friction than sending people to a landing page. Best for mid-funnel offers, demo requests, guide downloads, and event registrations. Keep the form short. Do not ask for work mobile or work email, as these are rarely pre-filled.
Delivered to LinkedIn inboxes. Interactive. The recipient chooses their path through multiple CTA options. Effective for generating leads and qualifying intent in one step. The subject line determines open rate.
Direct messages to LinkedIn inboxes. Personal. High visibility. Best for one clear offer and one clear action. Keep the tone consistent with how your ICP communicates.
Personalised ads that use the viewer's profile data. Appear on the right-hand side of the feed. Lower CPM. Good for remarketing and staying visible with audiences that already know your brand.
Right-hand sidebar placement. Cost-effective. Good for keeping your brand visible at low cost in front of your ICP. Not a primary conversion driver but useful for maintaining presence.
AUDIENCE STRATEGY
Job title plus company size is the starting point. It is not a strategy. We build audience layers based on seniority, function, industry, company growth signals, and where possible, intent data from your CRM and website. We also define what to exclude. Wasted impressions on the wrong audience are just as costly as no impressions at all.
For niche ICPs, LinkedIn still works. The audience is smaller, which means lower reach but higher precision. We adjust budget expectations and format selection accordingly. A niche audience and a smart format selection outperform a broad audience and a single format every time.
PERFORMANCE METRICS
Platform metrics alone are not enough. We connect LinkedIn data to your CRM wherever possible, so pipeline and revenue are part of the report, not an afterthought.
| Metric | What it tells us |
|---|---|
| CPL | Cost per lead. Our efficiency benchmark for demand capture campaigns. |
| Pipeline contribution | Revenue value of deals influenced by LinkedIn. The metric that connects ads to business outcomes. |
| Open rate | For Conversation and Message Ads. Determines whether the subject line and sender are working. |
| CTR | Click-through rate. A signal of creative and message relevance. |
| Engagement rate | For Thought Leader and Video Ads. Tells us whether the content is earning attention. |
| Frequency | How often the same person sees the same ad. High frequency without conversion means it is time to change creative or audience. |
WHAT YOU GET
FREQUENTLY ASKED QUESTIONS
Budget, ICP size, and sales cycle all affect this. A realistic expectation for a new LinkedIn campaign is six to twelve weeks before pipeline data is meaningful. Leads can appear earlier. Pipeline takes longer. We set this expectation before we start, not after the first invoice.
A minimum of €5,000 per month in ad spend makes a full-funnel approach viable. Below that, we recommend focusing on one stage, usually demand capture, and building from there. We will tell you honestly what your budget can support.
We match the format to the objective and the audience temperature. Cold audiences need content that builds relevance, not offers. Warm audiences need proof and a clear next step. The format follows the logic of the stage, not personal preference or what is easiest to produce.
Yes. A precise ICP often performs better on LinkedIn than a broad one. Smaller audience, tighter message, less wasted spend. We adjust the budget and format mix to match the audience size. Niche does not mean LinkedIn does not work. It means the strategy needs to be sharper.
Exclusions are as important as inclusions. We exclude competitor employees, existing customers, students, and anyone outside your target company size or seniority. We also use frequency caps to avoid over-spending on the same people. Audience hygiene is part of every campaign we build.
From a named person. Always. Thought Leader Ads sponsored from a personal profile consistently outperform company page content. Audiences engage more with people than with brands. The person does not need to be a founder. A senior team member with a genuine point of view works just as well.
With an account audit. We look at campaign structure, format selection, audience logic, conversion tracking, and what the data actually shows versus what the platform reports. In most cases the issue is one of three things: no funnel structure, weak creative at the wrong stage, or measurement that does not reach past the lead. We find it before we touch the budget.
Tell us your ICP. We will tell you how to reach them.