B2B campaigns built for pipeline, not lead volume
LinkedIn is where buying committees research vendors, evaluate options, and shortlist suppliers. We build paid campaigns that target the exact decision-makers who matter, and we measure success by pipeline value, not cost-per-lead. For B2B deals over $50,000, LinkedIn delivers the highest-quality intent of any social platform.
What we deliver
Sponsored Content and Document Ads
Single-image Sponsored Content drives the highest impression volume and the strongest cost-per-click economics for cold B2B audiences. Document Ads (in-feed PDFs and carousels) consistently outperform other formats for gated content, thought leadership, and downloadable reports, often delivering 2 to 3x higher engagement rates. We use single-image and Document Ads as the foundation of most campaigns, then layer in video and message formats where the audience and offer warrant it. Format strategy gets matched to buyer intent stage, not assigned by default.
Message Ads and Conversation Ads
Message Ads (sponsored InMail) and Conversation Ads put your offer directly in a prospect's inbox. They are not for everything, the cost-per-send is high and the audiences must be tight, but for high-intent campaigns like demo requests, executive event invitations, and ABM outreach, they deliver exceptional response rates. We build conversation flows with branching logic, write copy that feels personal rather than promotional, and tie every send to a clear conversion event. Message Ads work best as part of a multi-touch sequence, not as a one-off blast.
Precision targeting and Predictive Audiences
LinkedIn lets us target by job title, seniority, function, company size, industry, company name, years of experience, and member groups. The strongest audiences usually combine 2 or 3 of these dimensions for precision without going so narrow that delivery suffers. We layer in LinkedIn's Predictive Audiences (which use AI to find lookalikes of your converters) and Matched Audiences from your CRM and website visitors. Targeting strategy gets reviewed monthly because B2B buying committees evolve, and so should the audience build.
Account-based marketing overlay
LinkedIn is the most effective paid channel for ABM. We upload your target account list, build campaigns that serve only to people at those companies, and add role-based targeting so each function in the buying committee sees the right messaging. We coordinate the LinkedIn campaigns with your sales outreach so by the time an SDR makes contact, the buying committee has already seen 4 to 6 brand impressions. ABM measurement looks different to standard demand gen, the metric that matters is account engagement velocity, and we build the dashboards to track it.
Pipeline-focused reporting
Lead volume is a vanity metric in B2B. We build reporting that ties LinkedIn ad spend to pipeline value, pipeline velocity, and influenced revenue, by integrating LinkedIn with your CRM (HubSpot, Salesforce, Pipedrive) and your marketing automation platform. By month 2, you can see exactly which campaigns, audiences, and creative angles are driving real opportunities, not just MQLs. Cost-per-lead and cost-per-meeting are tracked underneath the pipeline metrics, not above them, so the conversation with sales is about revenue, not activity.
Brand and demand integration
B2B buying decisions involve 6 to 10 stakeholders and take months. Running only bottom-funnel lead gen ignores the people who influence the deal but never fill in a form. We split LinkedIn campaigns into brand (top of funnel awareness for the buying committee), demand (mid-funnel consideration content), and capture (bottom-funnel offers like demos and trials). Each stage gets distinct creative, audience, and success metrics, and budget is allocated based on the pipeline contribution of each layer, not equally.
How we work
ICP and pipeline modelling
We work with your sales and marketing leaders to define the ideal customer profile, map the buying committee, and model expected pipeline value for different budget scenarios. You get a target account list, audience build plan, and forecast of cost-per-qualified-lead and cost-per-opportunity before we touch the platform.
Tracking and creative build
We install the LinkedIn Insight Tag, configure conversion tracking, set up the CRM integration, and build the first round of creative. Document Ads, single-image Sponsored Content, and Message Ad sequences are written and designed in parallel so launch day has 3 to 5 creative angles ready to test against the priority audiences.
Launch and learn
Campaigns launch with structured tests across audiences, offers, and creative formats. The first 4 weeks focus on identifying which combinations generate qualified leads at the lowest cost. We hold budget on underperformers, double down on winners, and feed insights back into the creative roadmap for round 2.
Scale and pipeline reporting
Once winning combinations are clear, we scale spend, refresh creative every 4 to 6 weeks, and expand into adjacent audiences. Monthly reports tie spend directly to pipeline created, opportunity stages, and influenced revenue. Quarterly reviews recalibrate the ICP, the offer mix, and the budget allocation based on what is closing, not just what is converting on the form.
Related social advertising services
Other disciplines in our paid social programme. Together they cover strategy, execution, and measurement across every major platform.
Frequently asked questions
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