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This is how Rich & Royal managed to reduce returns by 7% …see more
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At any time, 95% of your future buyers aren't in the market (the 95:5 rule, Ehrenberg-Bass Institute and LinkedIn's B2B Institute). LinkedIn reaches them by role, company and seniority, so they already know your name when they start looking. We report the results from your CRM, in SQLs and closed-won deals.
Thought leader ads, document ads and short video, all ungated. We optimise them for time spent and for how fast they fill the retargeting pools. CPL doesn't matter at this stage, because nobody is meant to convert yet.
Short ungated PDFs and carousels that explain the product properly. They go to website visitors, people who engaged in stage 01, and matched target accounts that show activity.
Conversation ads with branching logic, and offers on landing pages. We rarely use LinkedIn's native lead forms, because they attract people who are only browsing and give your sales team almost no context.
Account-based retargeting of the contacts inside your open opportunities, with case studies, security content and messages for executives. We measure it by how fast those deals move.
How the stages played out in one account: case 05, enterprise AI software, DACH.
Each number links to the full case: what we changed and how it was measured.
See the full cases →Our library of real B2B LinkedIn ads, filterable by funnel stage, ad angle and advertiser. We use it ourselves when we research campaigns.
| Decision | Typical approach | Our approach |
|---|---|---|
| Primary metric | Cost per lead | Pipeline created + SQL velocity |
| Conversion mechanism | Native lead-gen forms | Warm-audience offers wired to your CRM |
| Targeting | One big "ICP" audience | Layered personas × buying stage × fit |
| Creative rhythm | Quarterly one-offs | Continuous iteration on a creative system |
| Attribution | LinkedIn platform metrics | Pipeline model fed by your CRM deals |
| Who runs the account | Junior account manager | The senior operator who pitched you |
LinkedIn works for companies that have the basics in place, and budget alone won't buy pipeline. Before we recommend spending more, we look for these three.
Named target accounts, titles of the people who make the decision, and a read on the buying committee. Without this, LinkedIn targeting turns into expensive noise.
HubSpot, Salesforce or similar, with deal stages, owner, and source fields wired up. If pipeline doesn't flow back into reporting, LinkedIn performance stays a guess.
Thought leadership, case studies or a clear product angle. You don't need a content factory. On LinkedIn a useful idea beats a polished one, and a generic "book a demo" ad loses every time.
€5k a month in media, ideally €15k or more. Below €5k you can't reach a meaningful part of your audience often enough, or test ads against each other fast enough to learn anything. We have turned down LinkedIn engagements under that threshold, because the maths doesn't work and we'd be taking your money with little chance of moving the number.
We don't optimise for MQLs. LinkedIn's own conversion counts give you a direction at best and mislead you at worst, because people mark themselves as interested early on and then disappear. We send the CRM stages (SQL, opportunity, closed-won) back to LinkedIn through the Conversions API and bid on those. If your CRM stage definitions are loose, we'll tell you before we start.
Thought Leader Ads let you sponsor a post from a person's profile (yours, your founder's, a customer's) instead of the company page. People scroll past brand content and stop for a person, so these ads usually draw more engagement than company-page ads. We run them for almost every client, usually written together with the founder, the CMO or an expert on the team.
In weeks 2–3 you see the first impressions, CTR and CPM data and early engagement. In month 2 come the first qualified opportunities if your sales cycle is under 60 days, later if it is longer. By month 3 there is enough closed-won data to tune bids and creative against revenue. We don't promise pipeline in month 1. Anyone who does is either not telling you the truth or running lead form ads your sales team will ignore.
It depends on what we find. If the account has a decent structure, working conversion tracking and creative worth keeping, we build on it. If it's a mess, with the wrong objectives, bloated audiences and junk conversions firing on every page view, we rebuild. The first week is always the audit, so you'll know which it is before we touch anything.
Yes, and most of our clients prefer this. We write the ad briefs (hook, angle, copy, CTA, format) and your designer executes. It keeps your brand system intact and usually produces better creative than a generic agency template. If you don't have in-house design, we can run the creative ourselves or recommend a B2B motion/static freelancer we've worked with.
This is the LinkedIn-only retainer: campaign strategy built around the buying committee, the builds, weekly optimisation, new creative and a monthly written report. The initial term is three months, then month to month with 30 days' notice. Media spend starts at €5k a month.
Tell us what you run today and the pipeline you need from it. On the call we'll tell you what we would change first and whether we are the right fit.