LinkedIn Ads, shown to
the people who decide.
B2B advertising on LinkedIn by job title, seniority, company and company size, with Lead Gen Forms that arrive in your CRM, and reported in qualified leads and meetings booked.
LinkedIn is where an ad can be shown only to finance directors at manufacturers with 51 to 200 staff in the East of England, because members tell LinkedIn their job title and employer themselves. Clicks usually cost more than on Meta or TikTok. Reaching the right twenty people is often worth more than reaching the wrong twenty thousand.
LinkedIn Ads is one of the three platforms we manage as part of Paid Social, alongside Meta and TikTok. Each account is run from our Norwich office, for firms selling across Norfolk, the UK and beyond.
A form that fills itself in.
When someone clicks a LinkedIn lead ad, a Lead Gen Form opens with their name, job title, company and email already filled in from their profile. They answer up to three questions of yours and press submit. The enquiry reaches your CRM with the job title and company attached.
Fewer fields bring more enquiries. The right question, such as when the work is needed, brings better ones.
What LinkedIn Ads management covers.
Not every account needs all of it. The plan sets out which parts yours does, and why.
Audience build
Job title, function, seniority, skills, company, industry and company size, combined so the audience is the people who buy, and large enough to run.
Company lists
A list of named target companies uploaded and matched, so the ads reach the decision-makers inside them.
Lead Gen Forms
Forms filled in from the member’s profile, with up to three questions of your own, synced to your CRM.
Insight Tag and Conversions API
The Insight Tag on your site and the Conversions API from your CRM, so website enquiries and qualified leads are both counted.
Ad formats
Single image, video, carousel and document ads in the feed, and Conversation or Message ads in members’ inboxes, chosen for what the buyer needs to see.
Thought Leader Ads
Posts from your own directors and specialists promoted to the audience, so the ad comes from a person rather than a logo.
Retargeting
Back in front of people who visited the site, watched a video or opened a form without sending it.
Qualified lead optimisation
Where your CRM is connected and LinkedIn offers it, the platform is told which leads were qualified, so it looks for more people like them.
From audience to meetings.
What happens, and when, from the day the work begins.
Tell us where you’re goingDefine.
Week one.
We agree who buys: the job titles, seniorities, industries, company sizes or named companies, and what an enquiry is worth to the business.
You see the audience and its estimated size before anything is built.
Build.
Weeks two and three.
The Insight Tag is installed, the Lead Gen Forms are written and connected to your CRM, and the ads are made by our content team.
Every form and ad is approved by you first.
Run.
Month two.
Campaigns go live. Each week, lead quality is checked with your team, and audiences or ads that bring in the wrong people are changed.
The first monthly report shows the qualified leads each audience and ad brought in.
Refine.
Month three onwards.
Budget moves to the audiences and ads that bring in qualified leads, and the plan is reviewed each quarter against your goals.
Spend rises only where the leads turn into meetings.
LinkedIn Ads, in practice.
All Projects
Questions about LinkedIn Ads.
What does LinkedIn Ads management include?
The audience build, company lists, Lead Gen Forms, the Insight Tag and Conversions API, ads made by our content team, Thought Leader Ads where they suit, weekly lead quality checks and a monthly report in qualified leads and meetings booked.
Can we target by job title and company?
Yes. LinkedIn can show ads by job title, job function, seniority, skills and years of experience, and by company name, industry, size and growth rate, using what members and companies put on LinkedIn. You can also upload a list of named companies.
What does LinkedIn advertising cost?
More per click than other social platforms, because the audience is chosen by job and employer. What matters is whether the right people get in touch. We set the budget from the number of qualified leads the business needs, within LinkedIn’s own minimum budgets.
How big does the audience need to be?
At least 300 members for LinkedIn to run the ads at all, and usually far larger for steady results. A very narrow audience is widened with a related job function or a neighbouring region, rather than left too small to deliver.
Are LinkedIn lead forms better than our website?
They usually bring in more enquiries, because the form is filled in for the buyer. The cost is that some are less considered. A qualifying question on the form, and a prompt follow-up from your team, keeps the quality up.
Can our directors’ posts be used as ads?
Yes, through Thought Leader Ads. A post from a director or specialist is promoted to the audience with their permission, and it reads as a person speaking rather than a company advertising.
Whose name is the ad account in?
Yours. The Campaign Manager account is linked to your company’s LinkedIn Page and billed to you by LinkedIn, and we are given access to manage it. The audiences, forms and leads stay with you.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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