Most B2B category demand is dormant: the 95% of your ICP who aren't shopping today. LinkedIn is the only channel where you can reach them by role, company, seniority and intent, and make them know who you are before they have a problem. ICP-layered targeting, disciplined creative cadence, reporting wired through your CRM to SQLs and closed-won, not MQLs that never convert.
Thought-leader ads, document ads, short-form video. Ungated. Optimised for dwell and retargeting velocity, never for CPL, because these impressions aren't supposed to convert yet.
Snackable ungated PDFs, carousels that actually explain the product. Audience: website visitors, stage-01 engagers, matched ICP accounts showing activity.
Conversation ads with branching logic and landing-page offers. We rarely use native lead-gen forms: they over-index for browsers and starve your sales team of context.
ABM retargeting against contacts inside active opportunities, case studies, security content, executive-focused messaging. Measured on deal velocity, not impressions.
Boosted posts from your founders, PMMs, or technical leads. The highest-trust format on the platform, and the one that compounds.
In-feed PDFs. Strong for research, playbooks, benchmarks. Scroll depth becomes a retargeting signal.
Under 30 seconds, subtitled, front-loaded. Brand lift work and category narrative setup.
Multi-frame product explainers, feature breakdowns, "why now" narratives, to warm audiences only.
DM-style flows with branching logic. Best format for shortlist-stage warm audiences.
Account-matched single image + video against open opportunities. Delivered at the deal-stakeholder level.
Our curated library of real B2B LinkedIn ads — filtered by funnel stage, ad angle, and advertiser. This is the reference set we use for our own campaign research.
| 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 rewards the companies that show up with their house in order. Budget alone doesn't buy pipeline — these are the fundamentals we look for before we recommend scaling spend.
Named target accounts, titles of the real decision-makers, 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 sharp product angle. You don't need a content factory, but LinkedIn rewards substance over polish — generic “book a demo” ads underperform every time.
LinkedIn-only retainer. Campaign strategy aligned to the buying committee, builds, weekly optimisation, creative iteration, monthly narrative report. 90-day initial term; month-to-month after. Minimum €5k/mo media.
Send us viewer access to LinkedIn Campaign Manager and HubSpot. We'll come to the call with the top three campaigns we'd pause, what we'd rebuild first, and a realistic pipeline lift to expect, even if you don't hire us.