LinkedIn advertising
LinkedIn is the most expensive place to buy a click and the only place you can reliably choose a job title, a company size and an industry. For business to business selling into a small, well defined group, that trade is often worth it. For anything else it is not, and you will be told so.
The work
What LinkedIn advertising involves
Targeting that justifies the price
Job function and seniority rather than job title, which people write inconsistently. Company lists where you know the accounts you want. Excluding your own staff, your suppliers and your competitors, which most accounts forget and which quietly consumes budget.
Offering something worth a work email
Nobody fills in a form for a demo on a first impression. Campaigns are built around something genuinely useful, a guide, a benchmark, a tool, and use lead gen forms so it takes two taps rather than a landing page and a form.
Sequencing rather than a single ask
A first layer runs for reach and a second for people who engaged with it. Cost per lead falls sharply once you stop asking strangers for a meeting.
Questions
Common questions
Why is LinkedIn so expensive?
You are paying for precision. A click can cost several times what it does elsewhere, which only makes sense when a single customer is worth a lot.
What is the minimum budget?
Realistically a few thousand a month to gather enough data. Below that you are unlikely to learn anything you can act on.
Do lead gen forms work better than landing pages?
Usually yes for volume, because the form pre-fills. The leads are slightly less qualified, so the follow up matters more.
Should we advertise from the company page or a person?
Thought leader ads from a real person consistently outperform company page ads. It needs the person to be willing, which is the harder part.
Services
Related to LinkedIn advertising
B2B content marketing
Case studies, guides and sales material that give B2B buyers the proof they need and put your business on the shortlist before the first sales call.
Lead generation
Lead generation measured on customers won, not form fills: the right audience, a simple way to enquire and a fast follow-up process that converts.
Lead magnets
Guides, tools and templates worth exchanging an email address for, with a follow-up sequence that turns new subscribers into genuine enquiries.
Paid social media
Paid social campaigns across Meta, LinkedIn and TikTok, with audiences built on evidence and creative made for the feed, managed to a clear cost per result.
Marketing automation
Automated email and follow-up sequences for enquiries, abandoned baskets and slow-burning leads, so no opportunity is missed and your team saves time.
Retargeting
Retargeting set up by what visitors did on your site, with frequency caps and exit rules that turn return visits into sales without annoying anyone.
Start a conversation
Share who you sell to, by job title and company size, and what you would offer them. You will get a clear answer on whether the audience is large enough to be worth running.
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