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LinkedIn AdsLinkedIn Ads

LinkedIn advertising that reaches the people who sign off

We're a LinkedIn ads agency for B2B companies. We build campaigns around target accounts, job roles and buying committees, then connect message, landing page and CRM so spend is judged on qualified pipeline, not form fills.

See our approach

Companies we've worked with

  • Mercer Consulting, Co.
  • Mercer Consulting, Co.
B2B campaign briefLinkedIn Campaign Manager
Targeting live

Account targeting

Priority companies, sectors and company-size bands.

ICPAccount
Northwind SaaS LtdHigh
Industrial GroupGrowing
Enterprise Co.Low
Illustrative campaign structure

Buying committee

Decision-makers, champions and technical evaluators.

Target account
Budget holderCFO / Finance Director
Business ownerCOO / Ops Director
Technical evaluatorCTO / Head of IT
ChampionTeam lead / Manager
Illustrative campaign structure

Lead capture

Message, landing page or Lead Gen Form matched to intent.

Lead captureConversion
HubSpot
Salesforce
CRM & pipeline
Illustrative campaign structure
Illustrative campaign structure01 / 03
Buying committeesBuying committees

A B2B purchase rarely belongs to one job title

LinkedIn advertising pays off when targeting reflects how a purchase is really made. We map the people who approve, influence, evaluate and use your solution, then decide where broader reach beats yet another narrow filter.

Target account
01Budget holderCFO / Finance Director
02Business ownerCOO / Ops Director
03Technical evaluatorCTO / Head of IT
04ChampionTeam lead / Manager

Example buying committee. Real roles follow your sales process.

Where LinkedIn earns its placeWhere LinkedIn earns its place

Use LinkedIn ads for the job only LinkedIn does well

LinkedIn is expensive when it's treated like any other social traffic. It earns its cost when company and job data let you reach an audience that is commercially worth reaching.

01
ICPAccount
Northwind SaaS LtdHigh
Industrial GroupGrowing
Enterprise Co.Low
Illustrative campaign structure

Create demand in named accounts

Put the problem and your point of view in front of the companies your sales team actually wants.

LinkedIn Ads works best when ad data meets the CRM

Campaign Manager tells you who clicked. The rest of the stack tells you whether the right companies engaged, converted and moved into your pipeline.

Activation

  • LinkedIn

Measurement

  • Google Analytics
  • Google Tag Manager
  • Looker Studio

CRM & pipeline

  • HubSpot
  • Salesforce
Campaign sequenceCampaign sequence

From ICP to pipeline: how our LinkedIn advertising works

We start with your sales reality, not the ad account. Every campaign gets a clear audience hypothesis, message, conversion path and a signal we can follow into the CRM.

01Step 01

Define the account list

We map priority companies, exclusions, market size and which segments deserve their own campaign logic.

ICPAccount
Northwind SaaS LtdHigh
Industrial GroupGrowing
Enterprise Co.Low
Illustrative campaign structure
02Step 02

Map roles and messages

Decision-makers and influencers get messages about why they would care, not a reworded company pitch.

Target account
Budget holderCFO / Finance Director
Business ownerCOO / Ops Director
Technical evaluatorCTO / Head of IT
ChampionTeam lead / Manager
Illustrative campaign structure
03Step 03

Build the conversion path

Landing pages, Lead Gen Forms and follow-up are designed around the level of intent the ad has actually created.

Lead captureConversion
HubSpot
Salesforce
CRM & pipeline
Illustrative campaign structure
04Step 04

Optimise towards pipeline

We review account quality, role coverage, qualified leads and CRM progress, then shift spend to the segments that create real sales conversations.

Account coverage
Northwind SaaS LtdHigh
Roles: 4 / 5
Industrial GroupGrowing
Roles: 3 / 5
Enterprise Co.Low
Roles: 2 / 5
Illustrative campaign structure
What you getWhat you get

A LinkedIn Ads setup your sales team can see in the pipeline

The ad account, audiences and data stay yours. We document the logic so targeting, messaging and reporting stay easy to follow after every change.

  • 01ICP and account segmentation
  • 02Job role and seniority targeting map
  • 03Campaign and ad format structure
  • 04Landing page or Lead Gen Form recommendations
  • 05Insight Tag and conversion tracking review
  • 06CRM and qualified pipeline reporting

Your ad account, audiences and CRM data remain yours.

Account coverageAre the right accounts seeing enough of you?
AccountNorthwind SaaS Ltd
Roles4 / 5SignalHigh
AccountIndustrial Group
Roles3 / 5SignalGrowing
AccountEnterprise Co.
Roles2 / 5SignalLow
AccountRolesSignal

Illustrative example. Coverage targets follow your account list and buying committee.

When LinkedIn Ads fitsWhen LinkedIn Ads fits

Best when every qualified conversation is worth a lot

B2B with a defined ICP

You know which types of company make your best customers and can name the roles involved in a purchase.

High-value or complex sales

A qualified opportunity is worth enough that higher media costs make sense when the targeting is more precise.

Sales teams working named accounts

Paid media builds familiarity and demand inside the same accounts your sales team is already prioritising.

ICP & account coverageRoles, seniority & exclusionsLead quality & CRM progress

Is LinkedIn bringing you leads, or building pipeline?

We review targeting, account coverage, messaging, conversion path and CRM outcomes, and show where you're paying too much for the wrong signal.

  • ICP & account coverage
  • Roles, seniority & exclusions
  • Lead quality & CRM progress
From the blogFrom the blog

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    October 8, 20265 min read
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See all digital marketing articlesSee all digital marketing articles
More advertising servicesMore advertising services

Build the rest of your paid media

LinkedIn Ads is one part of our advertising work. Explore the other channels or go back to the main advertising page.

Advertising

View Advertising
Ad reviewLanding page for your ad sends.Google AdsGoogle Ads and SEM built around high-intent searches, qualified conversions and measurable revenue.Meta AdsFacebook and Instagram campaigns built around creative testing, clean signals and profitable scale.
Let's get startedLet's get started

Ready to grow?

Let's talk about your project.

Trusted by 110+ businesses to grow online.

  • Mercer Consulting, Co.
  • Mercer Consulting, Co.
02
Target account
Budget holderCFO / Finance Director
Business ownerCOO / Ops Director
Technical evaluatorCTO / Head of IT
ChampionTeam lead / Manager
Illustrative campaign structure

Reach the buying committee

Cover seniority levels, functions and influencers instead of betting everything on one persona.

03
Lead captureConversion
HubSpot
Salesforce
CRM & pipeline
Illustrative campaign structure

Turn attention into pipeline

Send high-intent responses to landing pages, forms and CRM follow-up that sales can actually use.

FAQFAQ

LinkedIn advertising: common questions

What B2B teams usually ask before we launch or take over a LinkedIn Ads account.

LinkedIn advertising is strongest when professional context matters: company, industry, job title, function, seniority or a list of named accounts. That makes it most useful for B2B demand generation, account-based marketing and high-value lead generation, such as software, professional services, recruitment or industrial suppliers. It is rarely the cheapest channel for consumer products or low-value sales.

LinkedIn runs an auction, so you pay per click, per thousand impressions or per message sent, and the price depends on how many advertisers want the same audience. Clicks are typically more expensive than on Meta or Google, especially for senior roles. That's why we judge LinkedIn on cost per qualified opportunity: a pricier click can still be cheaper per deal if it reaches the right buyer.

There's no useful universal minimum. We estimate your audience size, the likely media cost, the conversion path and how many qualified outcomes you need before a campaign can be judged fairly. A budget that is too small for a narrow, senior audience simply never gets enough data, so we'd rather start with fewer campaigns and give each one room to learn.

LinkedIn ads are set up in Campaign Manager, LinkedIn's advertising tool, linked to your company page. You choose an objective, build an audience from criteria such as industry, company size, job function and seniority, pick an ad format and set a budget. Install the LinkedIn Insight Tag on your website before you launch, otherwise you can't measure conversions or retarget visitors. That setup is part of our LinkedIn advertising service.

You choose. LinkedIn sells ads in an auction and lets you pay per click (CPC), per thousand impressions (CPM) or, for message ads, per message sent. Which is better depends on the objective: CPM often suits awareness among a tightly defined list of accounts, while CPC suits campaigns that send people to a landing page or form. The price depends on demand for that audience and how relevant LinkedIn judges your ad to be.

They play different roles. Google Ads captures buyers who are already searching for a solution, while LinkedIn reaches the right companies and job titles before they start looking. If few people search for what you sell, or buyers are hard to tell apart in search, LinkedIn is often the stronger choice. Many B2B firms run both: search for existing demand, LinkedIn to create new demand among accounts that fit.

We start with a call about your ideal customer profile, your most important accounts and what a qualified lead means to your sales team. If you already advertise on LinkedIn, begin with a free ad X-ray: we review targeting, tracking and ads and show you what we'd change first. You then get a proposal covering setup, a realistic budget and our fixed monthly fee.

Yes. You can upload a company list or target by company attributes such as industry and size, but match rates and audience size matter. We usually combine named accounts with job function or seniority rather than stacking every available filter. For UK campaigns we also check that the list reflects the companies you can actually serve and sell to.

Only as narrow as your buying process requires. Over-targeting makes delivery expensive and unstable, and it can starve the campaign of data. We'd rather work with a clear, defensible ICP and sensible exclusions than dozens of filters that look precise on paper but reach only a handful of people each week.

Yes. It can build awareness and engagement inside named accounts, but the best ABM programmes also connect sales outreach, CRM account status and follow-up. Paid media should reinforce the account plan, not run alongside it. We can pair LinkedIn Ads with our outbound and lead generation work so the same accounts hear from you in more than one way.

Yes, through LinkedIn's matched audiences. You can retarget people who visited your website, watched part of a video, opened a Lead Gen Form or engaged with your company page, then show them the next step, such as a case study or a demo offer. Website retargeting needs the Insight Tag installed, cookie consent in place and an audience large enough for LinkedIn to serve ads to.

Sometimes. Lead Gen Forms are pre-filled with the member's profile details, which reduces friction and can work well for content offers and events. The flip side is that easy forms also attract low-intent submissions. We choose between native forms and landing pages based on your offer, your sales process and how much qualification sales needs before a call.

We use platform metrics to diagnose problems, then connect qualified leads, account quality and CRM progress back to each campaign. Cost per click matters far less than whether the right companies and roles turn into real sales opportunities. Where your CRM allows, we report pipeline value and closed deals by campaign, not just leads.

Yes. You keep ownership and admin access. Before making bigger changes, we review the Insight Tag, conversion tracking, matched audiences, campaign structure and past performance, so useful history isn't thrown away. If an agency set up the account, we help you make sure the company page and billing are in your name.

The LinkedIn Insight Tag is a piece of code on your website that links visits and conversions to your LinkedIn campaigns. You need it to measure form fills, bookings and other goals, to build retargeting audiences and to see which kinds of companies and roles visit your site. It can be paired with LinkedIn's Conversions API for a more reliable signal, and under UK cookie rules it should only load once the visitor has consented.

The main LinkedIn ad formats are Sponsored Content in the feed (single image, video, carousel and document ads), message ads sent to members' inboxes, Thought Leader Ads that promote posts from your own people, and text and dynamic ads in the right-hand column on desktop. The right format depends on the goal: documents and video build trust, while Lead Gen Forms make it easy for a busy buyer to enquire.

Thought Leader Ads let you sponsor posts published by a person, such as a founder, salesperson or specialist, rather than by your company page. The ad appears as that person's own post, so it reads more like a voice than an advert. It suits B2B, where buyers want to know who they'll actually be working with. The person has to approve their post being sponsored before it can run.

LinkedIn ads are paid reach in the feed and inbox. LinkedIn outreach is personal connection requests and messages sent from a salesperson's own profile. Ads build recognition across many accounts at once; outreach starts individual conversations. They work best together, because people reply more readily once your ads have shown them who you are. We also run LinkedIn outreach and social selling.