LinkedIn advertising
Stage: Be bookedLinkedIn ads for B2B pipeline
LinkedIn ads that reach buying committees by company, role and seniority, with lead gen forms, thought leader ads and pipeline tracked in your CRM.
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Campaigns · last 12 weeks
Cost per qualified lead$34
High-intent search46%
Meta prospecting26%Retargeting14%Broad and wasted14%Qualified leads a month162Wasted spend14%Return on ad spend3.8x
Illustration. Share of monthly spend by campaign type.Trusted by partner brands
Why it matters now
The buyers are there, the clicks are expensive
LinkedIn lets you target the exact companies and roles you sell to, at a higher price per click than most platforms. It pays off when every campaign is tied to pipeline, not leads alone.
Then
Job title targetingGeneric adLead formUnqualified leads
Volume of leads looked good. Sales disagreed.Now
Account listMessage by roleLead form and CRMPipeline
Target the accounts you want, speak to each role and measure pipeline.What’s included
Everything a campaign needs to scale
Six parts of every LinkedIn program.
How we do it
Five steps, one owner
Part of your first 90 days. Every step has a date, an owner and something you can see.
Week 1Account and tracking auditReview structure, spend, search terms and conversion tracking, and agree targets.You get an audit with quick wins
Week 1 to 2Fix measurementSet up or repair conversion tracking, offline conversions and CRM links.You get numbers you can trust
Week 2 to 4Rebuild campaigns and audiencesRebuild what is wasting budget and launch the new structure.You get a cleaner account
Week 3 to 12Creative testsTest creative, audiences and landing pages, and move budget to what wins.You get tested winners
Every weekOptimize and reportAdjust bids, budgets and tests, and report cost per lead and revenue.You get a Monday report
Where LinkedIn pays off
Measure pipeline, not leads
A cheap LinkedIn lead that never becomes an opportunity costs more than an expensive one that does. We report cost per opportunity alongside cost per lead.
- Step 1: AccountsTarget list from your CRM
- Step 2: EngagementWhich accounts respond
- Step 3: LeadsForms and website enquiries
- Step 4: PipelineOpportunities and revenue in your CRM
How we measure it
Every week, tied to revenue
Spend, leads, pipeline and revenue by campaign, from LinkedIn and your CRM and your CRM, in one weekly report, next to your organic search results in Surface.
Weeklybudget and bid reviews1report with paid and organicCRMleads tracked to revenue
- Cost per lead and cost per qualified lead
- Return on ad spend and revenue
- Conversion rate by landing page
- Spend by campaign against target
Your options
Four ways to run LinkedIn ads
Run it in-house, use a freelancer, hire a channel specialist, or run it with your search partner.
One team, no handoffs
LinkedIn Advertising works best with the rest of search
The same team runs every service that feeds AI answers, so nothing waits on another vendor.
Questions
What people ask about LinkedIn Advertising
Is LinkedIn worth the cost?
For B2B deals with real value, usually yes, if you track pipeline and not just leads. We test with a set budget first.
Can you target specific companies?
Yes. We upload account lists and combine them with role and seniority filters.
What are thought leader ads?
Posts from your founders or leaders, promoted as ads. They often outperform company page ads.
Which CRMs do you connect?
HubSpot, Salesforce, Zoho and others, through native integrations or simple connectors.
Do you write the ads?
Yes, ads and lead forms, written for each buying role.
What is the minimum engagement?
We work in 90-day blocks with a 6-month minimum.
The full guide · 8 min readLinkedIn ads for B2B: how to turn spend into pipeline
How to target accounts, message buying committees and report LinkedIn on pipeline.
- 01Account targeting
- 02Messages by role
- 03Lead forms and CRM
- 04Reporting on pipeline
Get more from LinkedIn
Talk to a partner about a review of your LinkedIn campaigns and tracking.