Service 14 · B2B Paid
LinkedIn is the only ad platform targeting verified professional identity, function, seniority, company, industry. It is expensive per click and unmatched per right click. Our management makes the economics work: layered audiences, the formats the data favors, and reporting on pipeline instead of raw CPL.
Cold targeting starts with job function plus seniority, layered with company industry or size, kept between 30,000 and 100,000 members. Title-only targeting inflates CPC 25 to 40% and misses variant titles, so we never build on it. Every campaign ships with exclusion sets: customers, competitors, junior staff, and already-converted leads.
Matched audiences do the heavier lifting: CRM contact and company lists, lookalikes modeled from closed-won deals, and retargeting pools built from site visitors, video viewers at 25/50/75%, and lead-form openers.
The account is structured by funnel stage, cold, warm retargeting, high-intent, with budgets fixed per group so retargeting can never starve prospecting, and cost per lead stays readable at every stage.
Current benchmarks show thought-leader ads (promoted posts from real executives' profiles) reaching about 2.68% CTR at roughly $2.29 CPC, against 0.42% and $13.23 for standard single-image ads. The same $1,000 buys roughly 327 clicks versus 71. People trust people; feeds ignore logos.
The playbook: test insights organically on executives' profiles, promote winners as thought-leader ads, back them with document ads for capture, the CPL leader at $38 to $82 in benchmark data, and video for reach, which runs 30 to 50% higher CTR than static.
Lead capture matches funnel stage. Native lead-gen forms convert at a median near 14% and typically cut CPL about 35%, so they carry content and webinar offers with qualifying questions. Demo and trial requests go to landing pages, where friction filters intent better than a cheap form fill.
The governing rule: a $150 CPL with a 20% sales-accepted rate is worse than a $300 CPL with a 60% sales-accepted rate. Weekly work runs the demographics report to verify spend lands on ICP titles and companies, cuts junk segments, refreshes creative as frequency approaches 4, and shifts budget toward audiences producing leads sales actually accepts.
LinkedIn under-reports by design, B2B journeys are view-through and dark-social heavy, so we layer self-reported attribution, CRM-sourced pipeline by campaign, and company-level engagement into monthly reporting: CPL, MQL-to-SQL rate, cost per opportunity, pipeline created.
Insight Tag + Conversions API firing; conversions mapped to funnel stages; benchmarks set.
Layered cold audiences, CRM matches, lookalikes, retargeting pools, all with exclusions.
Thought-leader ads, document ads, and video deployed where the benchmark data points.
Lead-gen forms for content offers; landing pages where intent filtering matters more.
Manual CPC near the floor first; Accelerate AI tested against classic, never assumed.
Demographics verified weekly; budget follows sales-accepted leads and pipeline.
LinkedIn's economics only work with discipline: layered audiences with exclusions, the formats benchmark data actually favors, and budget that follows sales-accepted leads instead of cheap form fills. The account is built by funnel stage so cost stays readable at every step.
What we do
What you get
What we do
What you get
What we do
What you get
What we do
What you get
What we do
What you get
Weeks 1–3
Every week
Every month
Every quarter
The stack we run for this
LinkedIn Campaign Manager
HubSpot
Google Analytics 4
Looker StudioYou pay for verified professional targeting: $5 to $8 CPCs versus $1 to $2 on Meta. The economics work when a deal is worth thousands, because spend lands on exactly the function, seniority, and company that buys. LinkedIn leads convert to opportunities at two to three times the rate of other social platforms, which is where the premium pays back.
Benchmarks run $50 to $200 depending on industry and offer: professional services near $78, tech and software near $120, financial services near $165. Content leads captured with document ads land at $38 to $82; demo requests cost multiples more but close. Judge everything on cost per sales-accepted lead, never raw CPL.
Both, mapped to funnel stage. Native forms convert at 8 to 25% (median near 14%) and switching to them typically cuts CPL about 35%, so they carry content and webinar offers with one or two qualifying questions. Landing pages win for demo and trial requests, where friction filters out low intent before it reaches your sales team.
Dramatically, in current benchmark data: roughly 2.68% CTR at $2.29 CPC versus 0.42% and $13.23 for standard single-image ads. The same $1,000 buys about 327 clicks instead of 71. People trust people; feeds ignore logos. We test insights organically on executives' profiles first, then promote the proven posts as ads.
Realistically $3,000 to $5,000 a month. At $7+ CPCs, anything less cannot buy enough data to optimize against, and the account stalls in guesswork. Below that level, concentrate everything on one audience and one offer rather than spreading a thin budget across a full funnel.
Adjacent disciplines
