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LinkedIn Ads
Reach the buyer, not the list.
LinkedIn campaigns targeted on job function and firmographics, with offline conversion imports so pipeline decides the spend, not form fills.
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What it is
The short version.
LinkedIn is the most expensive click in performance marketing and the only one where you can buy an audience by job title, company size and industry with confidence. That combination punishes anyone optimizing on form fills. A $90 lead that never becomes an opportunity is worse than no lead, because the algorithm learns to find more like it.
We wire LinkedIn to the outcome instead. Conversions go back through the LinkedIn Conversions API, which we built and run in-house, and qualified stages are imported from the CRM as offline events, so the platform optimizes toward the leads your sales team actually accepted. If your CRM is not carrying that signal yet, that is the first job: see analytics and tracking.
The B2B proof we publish comes from paid social. For Appomate, a 30-day campaign produced 228 qualified leads at a $39.50 cost per lead, with the qualified share moving from almost none to 80%. That work ran on Meta, and the case study says so. The method transfers; the platform does not change the discipline.
LinkedIn sits inside our paid advertising line, so it is judged against Google and Meta on the same definition of a qualified lead.
How we run it
The loop, start to finish.
LinkedIn punishes anyone optimizing on form fills. The loop makes pipeline, not lead count, the number the platform learns from.
STEP 01
Audience build
Job function, seniority, company size and industry set with your sales team, then held tight enough that the click stays affordable.
STEP 02
CRM wiring
Click identifiers stored on the contact and qualified stages ready to export, before the first dollar of spend. Without this, step four cannot happen.
STEP 03
Offer and message tests
Sponsored content and document ads run against each other on a fixed read window, judged on qualified leads rather than downloads.
STEP 04
Offline conversions
Accepted and closed stages sent back to LinkedIn as conversions, so bidding moves toward the people your sales team actually wanted.
STEP 05
Pipeline read
Spend is reviewed against opportunities created and their value, on the same definition we use for Google and Meta.
Why it compounds
Expensive clicks, cheap opportunities.
You buy the buyer
No other channel lets you pay only for the job titles that sign. That is worth the click price when the deal size supports it.
Bad leads stop multiplying
When qualified stages feed the platform, it stops finding more of the people who filled a form and never answered a call.
Spend defended in pipeline
Every dollar is reported against opportunities, so the channel earns its budget in the language your finance team already uses.
What's included
Done for you.
Firmographic targeting
Audiences built on job function, seniority, company size and industry, then held tight enough to stay affordable.
Offline conversions
CRM stages imported back to LinkedIn, so bidding optimizes on accepted leads instead of form submissions.
Message and offer testing
Sponsored content and document ads tested against one another on a fixed read window, not on gut feel.
Case studies
Lead quality on paid social, proven.
FAQ
LinkedIn Ads, answered.
Is LinkedIn too expensive for us?
It is expensive per click and can still be the cheapest per opportunity, but only if your deal size supports it and your CRM feeds back which leads were real. If neither is true yet, we would rather fix the measurement first than spend into a channel that cannot be judged.
What is an offline conversion import and why does it matter?
It is sending your CRM's qualified or closed stages back to LinkedIn as conversion events. Without it, LinkedIn optimizes toward whoever fills in a form, which on this platform is often the wrong person at the right company.
Do you need access to our CRM?
Read access at minimum, and write access if you want us to maintain the properties that carry the click identifiers. We do this on HubSpot regularly and can scope it to the objects involved.
What does LinkedIn management cost?
Paid advertising starts at $5K per month with a typical range of $5K to $12K, published on our pricing page. Ad spend is billed separately by the platform.
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