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Single image and document ads, the workhorse for mid-funnel education.
B2B
LinkedIn Ads managed on pipeline, not form fills
A £60 lead is cheap if it closes a £40,000 contract and ruinous if it never had budget. We manage to pipeline stage, which means the CRM matters more than the ad account.
$8–14
Typical cost per click
4–9mo
Typical sales cycle
CRM
Tied reporting
20+
Firmographic filters
DIAGNOSIS
Why LinkedIn budgets get wasted
These are the four findings that come up most often in our LinkedIn Ads audits. If two of them apply to you, there is money on the table.
01
Audiences far too broad
A million-person audience at these CPCs is a way to spend a budget without meeting anyone who can buy.
02
Measured to the form fill
Cost per lead looks fine, nothing closes, and nobody finds out for two quarters.
03
Cold traffic sent to a demo request
A four-to-nine month cycle does not start with "book a demo". It starts with something worth reading.
04
Audience Network left on
Enabled by default, spending a meaningful share of budget on off-platform inventory.
CAMPAIGN TYPES
Formats that suit a long sales cycle
Lead Gen Forms
Native forms with qualification questions that disqualify as much as they capture.
Document Ads
Gated and ungated, consistently the strongest first-touch format in B2B.
Conversation Ads
Sequenced message flows for high-value, low-volume account targeting.
Retargeting
By page depth and video completion, held long enough to match a real sales cycle.
Matched Audiences
Target account lists and CRM contact matching for named-account programmes.
METHOD
How we protect the budget
Tight firmographics
Company size, industry, seniority and function, bounded to an audience you could actually sell to.
CRM-tied reporting
Leads tracked to opportunity and closed-won, not stopped at the form.
Sequenced funnel
Education first, demo request later, with retargeting windows matched to your cycle.
Audience Network off
Disabled by default. Re-enabled only if it proves itself on your data.
REPORTING
Measured at the pipeline, not the form
Visible in your dashboard continuously, not summarised once a month.
Cost per SQL
Not cost per lead
Pipeline created
In currency
Lead-to-opportunity
Conversion rate by campaign
Account penetration
Of your target list
ALSO AVAILABLE
The rest of the stack
Google Ads
Search, Shopping, Performance Max and YouTube, managed against your target CPA rather than platform defaults.
Meta Ads
Facebook and Instagram campaigns with creative production, clean Pixel and CAPI, and reporting you can audit.
Bing Ads
Lower CPCs, an older and wealthier audience, and LinkedIn profile targeting no other search engine offers.
Amazon Ads
Sponsored Products, Brands and Display, structured by harvest tier and bid against true contribution.
TikTok Ads
Native-first video and Spark Ads for brands reaching a younger buyer, with the production to sustain it.
LinkedIn Ads questions
Why is LinkedIn so expensive?
Because the targeting is that precise and the audience that valuable. It is only expensive relative to other platforms, not relative to a closed contract.
What is the minimum budget?
Around $3,000 a month. Below that you cannot gather enough data to optimise before the quarter ends.
Do you need CRM access?
Strongly preferred. Without it we are optimising toward form fills, which is exactly the failure mode this service exists to avoid.
Free LinkedIn Ads audit
A read-only review delivered as a recorded walkthrough within 24 hours. Yours to keep either way.
Get your free audit