LinkedIn ads
LinkedIn ads management for B2B
LinkedIn clicks are expensive. They also come with something other platforms rarely give you so cleanly: the buyer’s job title and company. We spend that precision on the people who sign.
When LinkedIn makes sense
LinkedIn suits sales where one deal pays for many expensive clicks: software, industrial supplies, professional services, commercial property, recruitment. It rarely suits a low-priced consumer offer.
Its strength is knowing who people are at work. You can target a list of companies, a seniority, a function, an industry. Its weakness is the price, and a feed people scroll between meetings without buying anything on the spot.
So the job is to start conversations with the right accounts and then judge the campaign on the pipeline those accounts create. When the list of target companies is short, that becomes account-based marketing.
LinkedIn ad formats and what each one is for
Single image and video ads
Sponsored posts in the feed. The base format for reach and for lead generation.
Document ads
A guide or checklist people can page through in the feed, with the full download behind a form.
Thought Leader Ads
Posts from your founder or your experts, promoted as ads. People often respond to a person more readily than to a company page.
Lead Gen Forms
Forms prefilled from the member’s profile. Easy to submit, which is exactly why a qualifying question matters.
Conversation ads
Messages in the LinkedIn inbox with choice buttons. Useful for event invitations and demos, and easy to overuse.
Matched Audiences
Company lists, contact lists and site visitors, used to target or to exclude.
How a LinkedIn campaign runs
Define accounts and roles
Who signs, who influences, who will use the product. Each group gets its own message.
Make an offer worth a buyer’s time
An audit, a benchmark, a demo with someone who knows the subject. A generic newsletter signup rarely justifies LinkedIn prices.
Sync leads to the CRM
Form submissions flow into Napexy CRM with their campaign and are assigned to a salesperson straight away.
Send outcomes back
Qualified leads and opportunities go back through LinkedIn’s Conversions API, so bidding favours the people who became pipeline.
Report on pipeline
Meetings, opportunities and deal value by campaign, as the CRM records them.
What we report
Cost per qualified lead
From CRM stages, by campaign and audience.
Cost per meeting held
The first point where a LinkedIn lead has cost your team real time.
Pipeline by campaign
Opportunities and their value, traced back to the ad that started them.
Target account reach
How many companies on your list saw the ads, and how often.
Frequently asked questions
What budget do LinkedIn ads need?
More than Meta or Google for the same number of clicks. LinkedIn sets minimum daily budgets and bids, and its clicks cost more than on most platforms. The budget only makes sense against the value of a deal, so we start from yours.
Lead Gen Forms or our website?
Lead Gen Forms bring more leads, because nothing needs typing. The website brings fewer, with more intent. We often use forms for content offers and the website for demos and quotes, then compare cost per meeting.
Can LinkedIn target specific companies?
Yes. You upload a company list and LinkedIn matches it to company pages. Match rates depend on how well those companies keep their pages up to date, so we check the list before launch.
LinkedIn ads or Microsoft Ads with LinkedIn targeting?
They do different jobs. LinkedIn ads reach people in their feed; Microsoft Ads can adjust search bids using LinkedIn profile data, for people who are already searching. Many B2B accounts use both.
How long before LinkedIn produces pipeline?
First leads usually arrive within weeks. Pipeline takes as long as your sales cycle, which in B2B is often months. We report leads and meetings early and pipeline as it builds.
Last updated · By the Napexy team
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