Paid Marketing Services
LinkedIn Ads Management. Put Your Offer in Front of the People Who Sign Off
LinkedIn is the one place you can choose who sees an ad by job title, company and industry, and the one place a wasted click costs the most. We build campaigns in LinkedIn Campaign Manager around the roles that buy from you, track what happens after the click with the Insight Tag, connect Lead Gen Forms to your CRM, and report cost per qualified lead rather than cost per click.
- Audiences built from job titles, companies and your own account lists
- Lead Gen Forms and landing pages tracked through to the CRM
- Cost reported per qualified lead, not per click
- Creative and offers tested against each other, with the losers paused
Platforms we work in
How we approach it
Only the People Who Decide See the Ad
LinkedIn's cost per click only makes sense when the click comes from someone who can buy. Audiences are built from job title, function, seniority, industry and company size, narrowed with your own account lists and cleaned of existing customers and the wrong seniority, so the budget is spent on the room where the decision is made.
- Title, function, seniority, industry and company size combined
- Target account lists through Matched Audiences
- Customers and the wrong seniority excluded
- Audience size checked so the campaign can learn
Every Lead Reaches Sales With Its Source
A Lead Gen Form that fills a spreadsheet nobody downloads has cost you a click and a prospect. Forms are connected to HubSpot or Salesforce, each lead carries the campaign and audience that produced it, and the report is built on the leads sales accepted rather than on the leads LinkedIn counted.
- Lead Gen Forms connected to HubSpot or Salesforce
- Campaign and audience carried on every lead
- The Insight Tag tracking what happens on your site
- Cost reported per lead sales accepted
A Straight Answer on Whether It Pays
LinkedIn is the right channel for a sale that repays an expensive lead and the wrong one for a sale that does not. The sums are done before a campaign is built, the offers are tested against each other, and the Looker Studio report shows spend against qualified leads so the answer stays visible month by month.
- Deal size and lead value worked out first
- Offers tested by audience, losers paused
- Spend against qualified leads, by campaign
- Told plainly when the channel cannot pay
How we work
Work out whether LinkedIn can pay
Your deal size, your sales cycle and what a qualified lead is worth to you, against what a click and a lead cost in your market on LinkedIn. If the sums do not work we say so before a campaign is built.
Define the buyer and build the audiences
Who signs off, who influences and who blocks, by title, function and seniority, in the industries and company sizes you sell to. Your target account and customer lists go in through Matched Audiences.
Set up the tracking and the CRM handoff
The Insight Tag, conversion events for the actions that matter, and Lead Gen Forms or landing page forms connected to HubSpot or Salesforce, with the campaign carried through. Tested with real submissions before spend starts.
Launch with more than one offer
More than one offer per audience, each with its own creative, run long enough to compare. The offer that produced leads sales accepted keeps the budget.
Report by what sales accepted
Spend against qualified leads by campaign and audience, in Looker Studio, reconciled with the CRM. Budget moves to the audience and offer that earned it, and retargeting follows the accounts that engaged.
What is inside this service
- Audiences by Role, Not by Guess
- Lead Gen Forms Connected to the CRM
- Tracked Past the Click
- Offers Tested Against Each Other
- Retargeting the Accounts That Looked
- Cost Per Qualified Lead, Reported Plainly
What each part does
- Audiences by Role, Not by Guess
- Job title, function, seniority, industry, company size and skills, combined so the ad reaches the people who decide and not their whole company. Your own account lists and customer lists go in through Matched Audiences, to target and to exclude.
- Lead Gen Forms Connected to the CRM
- A lead that sits in Campaign Manager is a lead nobody follows up. Lead Gen Forms are pre-filled from the member's profile, connected to HubSpot or Salesforce, and each lead carries the campaign and audience that produced it.
- Tracked Past the Click
- The LinkedIn Insight Tag is installed and conversions are set for the enquiry, the download or the booking, so the account optimises for what happened on your site and not for the click that got there.
- Offers Tested Against Each Other
- On LinkedIn the offer decides whether an expensive click was worth it. Guides, webinars, assessments and straight demo requests are tested against each other by audience, and the one that produced qualified leads gets the budget.
- Retargeting the Accounts That Looked
- Most B2B buyers visit several times before they enquire. Website visitors, video viewers and people who opened a form are retargeted with the next step, and target accounts that engaged are flagged for sales.
- Cost Per Qualified Lead, Reported Plainly
- Cost per click and cost per lead flatter LinkedIn. The report shows the cost of a lead that sales accepted, by campaign and by audience, in Looker Studio, with what the CRM says beside it.
What it changes for you
The Right Room
The ad is seen by the titles that sign off in the companies you sell to, and not by their whole organisation.
Leads Sales Can Use
Each lead arrives in the CRM with its source, pre-filled from the profile, ready to follow up.
Cost You Can Judge
The report shows what a lead sales accepted cost, so the channel is judged on your numbers.
Offers That Earned Their Place
The guide, webinar or demo offer that produced qualified leads is the one that keeps the budget.
What it costs
Custom quote, scoped after we have read the account and your deal size. Management is monthly; ad spend is paid to LinkedIn and is separate.
Get a scoped quoteQuestions we get asked
Before you commit
It depends on what a sale is worth. LinkedIn clicks and leads cost more than on Google or Meta, so the channel suits a deal that repays an expensive lead: considered B2B purchases, software with an annual contract, professional services with a long relationship. We work through your deal size and sales cycle before recommending it.
Enough for the audiences to be reached and the offers compared, which depends on the size of the audience and the cost per click in your industry. We set a budget that gives the campaign a fair test and tell you what it can and cannot show at that level.
Lead Gen Forms pre-fill from the profile and more people complete them; a landing page tells you more about the person and lets you retarget. Where the budget allows we test both by audience and let the cost per qualified lead decide.
How it runs
Lead Gen Forms are connected to HubSpot or Salesforce, or to your CRM through Zapier where there is no native connection, so each lead lands with the campaign and audience that produced it. Sales sees the source, and the report is built on the leads they accept.
Yes. A list of target accounts goes in through Matched Audiences and the ads show only to the chosen titles inside those companies. Existing customers and competitors go on an exclusion list the same way.
We write the ad copy and shape the offer with you: a guide, a webinar, an assessment or a plain demo request, depending on what your buyer needs at that stage. Design is handled from your brand assets, and anything that needs producing is scoped with you first.
Cost and commitment
A monthly management fee, quoted after we have read the account and your deal size. Ad spend is paid to LinkedIn directly and is separate.
The account is built and live within [n] weeks, and the first leads follow once the audiences have been reached and the offers have had time to be compared. B2B sales cycles are long, so we report leads sales accepted and pipeline rather than promise a number.