LinkedIn is the most expensive major ad platform per click, and for the right business it is still the cheapest source of qualified pipeline. Both things are true, and the gap between them is where most accounts go wrong. Teams arrive expecting the cost per click they see on other channels, panic when it lands several times higher, then respond by broadening the audience — which is exactly the move that destroys the platform's one advantage.
Our LinkedIn ads management packages are built for the way B2B actually buys: a long consideration cycle, several people in the decision, and a lead that only means something once sales agrees it does. We build the targeting around your ideal customer profile and target account list, run the ad formats each stage genuinely needs, connect the account to your CRM so reporting reaches opportunity stage rather than stopping at form fills, and manage creative continuously. We work with B2B advertisers in SaaS, professional services, recruitment, education, manufacturing and events across the USA, UK, Canada, Australia, Singapore and India.
No other platform lets you reach a specific job title, at companies of a specific size, in a named industry, at named accounts, with that level of confidence — because nowhere else do users maintain their professional data themselves. That precision is the product, and the premium price is what it costs. The moment an account widens targeting to bring the cost per click down, it stops buying the thing it came for and starts paying LinkedIn rates for audiences it could reach far more cheaply elsewhere.
There is a practical minimum below which LinkedIn cannot work. Audiences need enough size to serve, campaigns need enough daily budget to compete in a high-floor auction, and you need enough spend for a lead volume that tells you anything. If your target cost per lead is very low, or your monthly budget is small, LinkedIn is likely the wrong first channel — and we would rather say so at the audit than take a retainer that cannot succeed.
A B2B purchase involves several people and can take months. Someone sees a LinkedIn ad, remembers your name, searches for you six weeks later and converts through organic search. Last-click attribution credits organic and calls LinkedIn a failure. We instrument the account to track further down the funnel and pair it with self-reported attribution on your forms, because the honest version of B2B measurement combines platform data, CRM stages and asking the buyer directly.
A lead gen form makes converting almost frictionless, which is precisely why LinkedIn accounts can fill a CRM with contacts that sales will not touch. We treat quality as a targeting and offer problem, tighten the form and creative until the people converting match your ICP, and judge campaigns on sales accepted leads rather than raw counts.
The workhorses for reaching people who do not know you yet. Single image carries most cold-audience spend because it is cheap to iterate and easy to test angles with. Video earns its place for demand generation and explanation, where the job is to build familiarity rather than to capture a form fill on first sight.
Guides, benchmark reports and frameworks read directly in the feed, with the option to gate after a few pages. They are one of the strongest B2B formats available because the prospect gets value before deciding whether to hand over details, and you get engagement data even from people who never convert.
Pre-filled forms that remove the landing page entirely. They usually lower cost per lead sharply and raise conversion rate — with the trade-off that a frictionless form invites casual sign-ups. We use them where the offer suits, keep fields minimal but qualifying, and monitor downstream quality closely rather than celebrating the CPL drop on its own.
Direct inbox reach. Expensive per send and easy to misuse, so we reserve them for tightly defined lists — target accounts, event invitations, high-value re-engagement — with copy written to sound like a person rather than a campaign.
Promoting a post published from a real person's profile rather than the company page. In a feed where people trust individuals more than brands, this format regularly outperforms polished company creative, particularly for founder-led and expertise-led businesses.
Low-cost always-on presence in the sidebar. They will not carry an account on their own, but they are efficient for staying visible to a defined audience between campaigns and for building followers who then see your organic posts.
Every package includes the work below at every price point. What changes between tiers is creative volume, campaign complexity and how many markets or account tiers we run.
We translate your ideal customer profile into buildable LinkedIn audiences: job function and seniority rather than exact titles alone, company size and industry filters, uploaded account and contact lists for ABM, site retargeting segments, and exclusions for existing customers and current pipeline. Audience size is checked against your budget so campaigns can actually serve.
A documented structure with each campaign given one job, budgets set so campaigns can gather enough conversions to optimise, bidding chosen deliberately rather than left on default, frequency managed to avoid burning a small audience, and the Audience Network turned off unless there is a clear reason to keep it on.
Monthly concepts written against real objections and iterated on what performs — statics, video scripts, document assets and post copy for thought leader placements. B2B audiences are small and see your ads repeatedly, so creative refresh is not optional; fatigue arrives faster here than on consumer platforms.
Insight Tag verification, conversion definitions that match your funnel, server-side event sending, and where possible offline conversion import so closed deals flow back into the platform. Combined with CRM stage reporting, this is what lets us optimise towards opportunities instead of towards whoever fills forms most readily.
Where we send traffic to your site rather than a lead gen form, we review page speed, message match and form length, and advise on what to change. A high-cost click deserves a page built to convert it, and B2B landing pages are frequently the weakest link in the account.
Monthly, we ask your sales team which leads were worth talking to and feed that back into targeting and offers. Without it, LinkedIn campaigns optimise towards whatever is easiest to acquire, which is rarely what closes.
Spend, impressions, cost per lead, lead-to-opportunity rate, cost per opportunity and influenced pipeline where the CRM supports it, plus creative-level results and what changes next month. Where LinkedIn's reported numbers disagree with your CRM, we show both and explain the gap.
Every engagement follows the same sequence, so you always know what is happening and what comes next.
Account history, structure, Insight Tag and conversion setup, CRM connection and past creative, benchmarked against what your category typically pays. The findings are yours whether or not you proceed.
Ideal customer profile, target account list, buying committee roles and the offer for each funnel stage — agreed with you and your sales team before anything is built.
Campaigns, audiences, exclusions, tracking and the first creative round go live against an agreed target cost per qualified lead.
Bid and budget management, creative rotation before fatigue sets in, audience refinement, and the monthly lead quality review with sales.
Performance reviewed against pipeline rather than clicks, with next month's hypotheses attached so the plan keeps moving forward.
Pricing depends on monthly ad spend, the number of audience segments and markets, and whether creative production sits with us. Management fees are quoted upfront as a flat retainer or a percentage of spend, and your ad spend is billed by LinkedIn directly to your own account.
For businesses proving LinkedIn works for them. One core audience segment, a clean prospecting and retargeting structure, four creatives a month, lead gen form and tracking setup, and monthly reporting.
Our most common plan. Full funnel structure across several segments, ten creative concepts a month, ABM list targeting, document and thought leader formats, CRM stage reporting and the monthly sales feedback session.
For larger advertisers running several regions or tiered account programmes. Multi-market account management, continuous creative testing, tiered ABM with separate messaging per tier, offline conversion import, a dedicated manager and quarterly strategy sessions with your marketing and sales leadership.
LinkedIn rewards patience more than most channels. The first month is usually structure, tracking and the first creative round. Cost per lead typically improves through months two and three as weak audiences are cut and winning angles emerge. The number that matters most — cost per opportunity — only becomes readable once enough leads have moved through your sales cycle, which for many B2B businesses means month four or later. Across our engagements, accounts arriving with broad targeting and no CRM connection commonly see a substantial reduction in cost per qualified lead and a significant lift in sales accepted leads within two quarters.
Those are patterns, not promises. Outcomes depend on deal size, sales cycle length, offer strength, how well defined your ICP is and how competitive your category's auction is. If your average contract value cannot absorb LinkedIn's cost floor, we will tell you that at the audit rather than after six months of invoices.
Any agency can lower your cost per lead by loosening targeting. We connect the account to your CRM and hold ourselves to cost per opportunity, because a cheap lead your sales team ignores is more expensive than an expensive one they close.
Rather than chasing a cheaper click, we protect the precision you are paying for and work on the levers that genuinely move B2B efficiency: sharper offers, better creative, tighter exclusions and cleaner conversion data.
B2B audiences are small and your ads reach the same people repeatedly. Creative volume is written into every package with a monthly number attached, so fatigue is managed before performance drops rather than after.
Account management runs on your working hours, with campaigns built for each market's auction, seniority language and buying norms. Job titles alone do not travel well between regions, which is why audiences are rebuilt per market rather than duplicated.
We work inside your Campaign Manager and Business Manager, never a hidden agency account. If we part ways, your audiences, conversion history and campaign data stay with you.
SaaS and technology companies selling to defined job functions. Professional services firms — consulting, legal, accounting, engineering — where one client relationship justifies significant acquisition cost. Recruitment and staffing businesses targeting both clients and candidates. Education providers selling executive programmes and professional courses. Manufacturers and industrial suppliers reaching procurement and technical buyers. B2B event organisers filling delegate and sponsor seats. And in-house teams that want specialist management while keeping strategic control.
If your average deal value is low, your sales cycle is transactional, or your budget cannot clear LinkedIn's practical minimum, another channel will serve you better first — and that is what we will recommend at the audit.
You are buying verified professional targeting — job function, seniority, company, industry — that no other platform can offer at the same confidence, and the auction is full of B2B advertisers with high deal values. The right comparison is not cost per click but cost per opportunity. LinkedIn frequently loses on the first metric and wins on the second.
Enough that each campaign can serve consistently and produce enough leads to learn from within a month. That varies with audience size and category competitiveness, so we size it from your numbers at the audit. If the honest figure is beyond your budget, we will say so rather than run an underfunded account.
Usually for cost per lead, not always for quality. Pre-filled forms remove friction, which lifts volume and invites casual sign-ups. We use them where the offer suits, keep a qualifying field or two, and watch downstream conversion — a landing page is often the better choice for high-value offers where some friction filters well.
By instrumenting further than the platform does: CRM stage tracking, offline conversion import where available, and a self-reported attribution field on your forms. Last-click alone will always undercount LinkedIn's contribution in a multi-touch B2B cycle.
If you have a defined list of accounts worth pursuing, yes — it is one of the strongest things LinkedIn does. It works best with tiered messaging and enough budget per tier to reach the buying committee repeatedly, so it suits Growth and Enterprise plans rather than a small starter budget.
Both, at the level each package specifies. We plan concepts and write copy in every plan, and can produce statics, document assets and video edits or brief your in-house team. Given how fast B2B creative fatigues on a small audience, media management alone stalls quickly.
A flat monthly retainer or a percentage of ad spend, agreed upfront. Ad spend is billed by LinkedIn directly to your own payment method in your own account, so you always see exactly what reached the platform.
We ask for an initial three months, and for B2B we are honest that pipeline impact is often clearer at month four or five because of sales cycle length. After the initial term it runs monthly — we would rather earn the renewal than lock you in.
Give us view access to your Campaign Manager account and we will return an assessment within 48 hours: where your targeting is too broad for the price you are paying, what your Insight Tag and conversions are actually capturing, whether your creative volume matches audience size, where lead quality is leaking, and what the first 60 days would target.
No obligation, and the findings are yours to keep whether or not you hire us. Talk to a B2B paid social specialist today and find out what your LinkedIn budget could be producing.
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