LinkedIn advertising
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LinkedIn advertising
Learn how to reach decision-makers on LinkedIn efficiently with the right campaign types, audience targeting, and creative formats for B2B.
Learn how to reach decision-makers on LinkedIn efficiently with the right campaign types, audience targeting, and creative formats for B2B.
In the channel hierarchy I teach, paid discovery sits below referrals, remarketing, and paid search for a reason: the audience is colder and the cost per engaged session is higher. That doesn't mean LinkedIn ads don't work. It means they work best when the higher-intent channels are already running and you have remarketing in place to catch the visitors who aren't ready to convert on the first click.
This playbook covers how to set up LinkedIn campaigns that actually produce pipeline: audience targeting that reaches decision-makers without overpaying, ad creative that stops the scroll, and a budget structure tied to your cost per engaged session so you know exactly when to scale and when to pull back.
Set up your LinkedIn Campaign Manager account, connect your company page, install the Insight Tag, and configure conversion tracking.
Build targeting audiences using job title, company size, and industry filters, and set up matched audiences from your CRM and website visitors.
Choose between single image, carousel, video, document, and conversation ads based on your objective and where your audience is in the funnel.
Create retargeting audiences from website visitors, video viewers, and lead form openers so you stay visible to prospects already in your pipeline.
Review campaign performance by audience segment, test creative variations, and shift budget toward the combinations that generate pipeline.
How do you get the right people to notice you without burning budget?
Increase the average value of your initial contracts through better packaging, value framing, anchoring, and negotiation.
The full journey from first meeting to signed contract. How to improve conversion at every stage of your sales pipeline so more opportunities become revenue.
Build and automate sales follow-up sequences that keep deals moving through your pipeline without manual chasing.
Define your ideal customer profile, craft positioning that differentiates, and choose the channels that reach buyers when they are ready to act.
Build a scoring and qualification framework that separates genuine buying intent from casual interest, so sales invests time where it counts.
The operational wrapper for every consulting engagement. Covers kickoff, communication rhythms, progress reviews, and handover so nothing falls through the cracks.