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LinkedIn AdsReach the people who sign off.

B2B targeting by role, industry, and company — plus X/Twitter where relevant.

Discuss LinkedIn Ads See how it works
  • Sponsored Content
  • Lead Gen Forms
  • InMail
  • X Ads

01 Audience qualification

Narrow the audience to the people who buy.

LinkedIn's value is precision: job function, seniority, company size and industry. Combine qualifiers to see how the audience narrows — and the lead journey that follows.

Job function
Seniority
Company size
Industry
Audience breadth (relative)

Reaching: Everyone on the platform — too broad for B2B budgets

Add at least two qualifiers — budgets are wasted on people who can't buy.

B2B lead journey
  1. 1Sponsored content reaches the qualified audience
  2. 2Lead Gen Form opens, pre-filled from the profile
  3. 3Lead syncs to the CRM with its campaign source
  4. 4Sales qualifies and follows up quickly
  5. 5Qualified and closed leads feed back into targeting

02 Formats

Formats for considered B2B decisions.

B2B buyers research before they talk to sales. Select a format to see where it fits in that process.

Example SoftwareSponsored

Month-end close, without the spreadsheet marathon.

Ad image
Learn more
Illustrative mock-up

Single image

Sponsored content in the LinkedIn feed with one image.

Best for
Clear single messages to a precise professional audience.
What it needs
  • A message written for the role
  • 1.91:1 or square image
  • A relevant landing page or form

03 Conversion journey

From qualified audience to qualified lead.

Select a stage to see what makes a B2B lead worth sales' time.

Lead quality and closed deals from the CRM feed back into targeting and messaging.

Stage 1 of 6

Qualified audience

Targeting by role, seniority, company and industry.

  • Personas mapped to real buying roles
  • Matched lists: target accounts and contacts
  • Exclusions for customers and competitors

04 Strategy to launch

Precision first, then scale.

B2B campaigns succeed or fail on targeting and follow-up, so both are set up before spend.

  1. Audit

    Insight Tag, conversion tracking and past campaign targeting checked.

    Output Insight Tag & tracking check

  2. Persona & targeting

    Buying roles mapped to job functions, seniority, company size and industry — plus matched account lists.

    Output Targeting matrix

  3. Offer & format

    The content or offer each persona will value, and the format that suits it.

    Output Offer & format plan

  4. Creative & forms

    Ad creative per persona and Lead Gen Forms with qualifying questions.

    Output Ad creative & Lead Gen Forms

  5. Launch & sync

    Campaigns live with CRM sync and form-fill rates monitored from day one.

    Output Verified CRM sync

  6. Optimise & report

    Spend reallocated to the highest-quality segments, reported monthly.

    Output Monthly performance report

05 Alignment

Audience, message and offer — written for one role.

A message for a CFO and a message for an IT manager should not be the same. Compare aligned and misaligned versions.

Audience

Finance directors at mid-size companies

Repeats the intent
Ad message

Finance teams lose days to month-end close

Repeats the intent
Offer / form

Download: the finance month-end checklist

Repeats the intent

Why this works: The role's specific pain is named and the offer is a low-commitment, relevant next step.

Illustrative examples — fictional businesses, not client work.

06 Measurement

Measuring pipeline, not just clicks.

LinkedIn clicks are expensive, so the measure that matters is lead quality. Select a metric to see how it's read.

Report anatomyIllustrative layout · no account data
ImpressionsClicksLeadsQualified leads
Reading the report

CTR

Clicks ÷ impressions

Question it answers
Whether the message resonates with the audience.
Watch out for
Broad, curiosity-driven messages can lift CTR while lowering quality.

07 Deliverables & onboarding

What you get, and how we get started.

A clear scope from day one, and a phased start so nothing goes live before tracking and approvals are in place.

What you get

  • Insight Tag and conversion tracking check
  • Targeting matrix by persona
  • Matched audience lists
  • Ad creative and Lead Gen Forms
  • CRM sync set up and tested
  • Monthly performance report
  1. Phase 1

    Audit & personas

    We handle

    • Check tracking and past targeting
    • Map buying roles to targeting
    • Agree what a qualified lead is

    We need from you

    • Campaign Manager access
    • Your ideal customer profile and target accounts
    • Sales input on lead quality
  2. Phase 2

    Build & connect

    We handle

    • Write creative per persona
    • Build Lead Gen Forms
    • Connect forms to the CRM

    We need from you

    • Approve messaging and offers
    • CRM access or an integration contact
    • Content to offer, if available
  3. Phase 3

    Launch & refine

    We handle

    • Launch and monitor form rates
    • Reallocate to quality segments
    • Report monthly

    We need from you

    • Fast lead follow-up
    • Feedback on lead quality
    • Monthly review

08 FAQ

LinkedIn Ads questions, answered.

Isn't LinkedIn expensive?

Clicks cost more than on most platforms, but the targeting can reach decision-makers other channels can't isolate. That's why we measure cost per qualified lead rather than cost per click.

Do we need content to offer?

A useful guide, checklist or event makes Lead Gen Forms work much better. If you don't have one, we can plan it as part of the campaign.

How do leads reach our sales team?

Lead Gen Forms can sync to most CRMs, so leads arrive with their campaign source and can be routed to the right person straight away.

Do you run X Ads too?

Yes — where X fits the media mix, we run it with the same targeting logic. It has its own page under Paid Advertising.

Ready

Ready to grow with LinkedIn Ads?

Tell us where you're stuck — we'll map the fastest path forward.

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