LinkedIn ads for B2B, measured on pipeline instead of form fills.
We run LinkedIn advertising and the executive content around it for B2B companies: account and job title targeting, ABM lists, Lead Gen Forms synced to your CRM, Thought Leader Ads from founders and experts, Document and Conversation Ads, and the Insight Tag plus Conversions API that tie spend to real opportunities.
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
LinkedIn is usually the most expensive place to buy a click, and the one place you can reach a buying committee by company, role and seniority. That trade only pays off when the targeting is tight, the offer is worth a stranger's time and every lead is followed into the CRM until it becomes an opportunity or does not. We run it as one B2B system with your sales team, not as a separate social channel.
Questions this page answers
- LinkedIn ads agency for a B2B SaaS company
- How to run account-based marketing on LinkedIn
- How to sync LinkedIn Lead Gen Forms to HubSpot or Salesforce
- What are LinkedIn Thought Leader Ads
- How to set up the LinkedIn Conversions API
- Why are my LinkedIn leads low quality
- B2B social media agency for founder and executive content
Where LinkedIn Ads pays off, and where it stalls.
LinkedIn Campaign Manager lets you target by company name, industry, company size, job function, seniority, title and skills, and by uploaded Matched Audiences such as a list of target accounts or contacts. Formats include single image and video ads in the feed, Document Ads that preview a guide or report and can gate the rest behind a form, Thought Leader Ads that sponsor posts from a person rather than the company page, Conversation Ads that land in the LinkedIn inbox with buttons to choose a path, and Lead Gen Forms that prefill a member's profile details so they can respond without leaving LinkedIn.
The common failures are expensive ones. Audiences get built too broad or too narrow, so spend goes to the wrong people or barely delivers. Lead Gen Form submissions land in a spreadsheet and wait days for a call. Gated ebooks attract researchers, students and vendors, sales stops trusting marketing leads, and the account gets judged on cost per lead, which rewards exactly the wrong audience. Meanwhile the Insight Tag is installed but nothing connects form fills or site conversions to what happened in the CRM, so nobody can say which campaigns produced pipeline.
We start from the CRM and work back. Your ideal customer profile becomes account lists and title targeting, split by buying committee role. Offers are matched to stage, from short Document Ads and Thought Leader posts for cold accounts to demos, assessments and events for engaged ones. Lead Gen Forms sync straight into HubSpot or Salesforce with source fields and fast routing, the Conversions API sends qualified and closed outcomes back to LinkedIn, and we report cost per opportunity and pipeline by campaign. Founder and executive posts run alongside, because the ads work better when the people behind the company are visible.
Feeds it
- CRM accounts and contacts
- Target account lists
- Founder and expert posts
- Guides, reports and demos
It feeds
- Lead Gen Form leads in CRM
- Conversions API signal
- ABM engagement by account
- Cost per opportunity report
- Executive content calendar
Every connection is built on your accounts and documented, so the data survives any change of vendor.
LinkedIn ads and B2B social, scoped to the result.
ICP, ABM lists and targeting
Target account lists, contact lists, title, function and seniority targeting, and exclusions for customers, competitors and job seekers, organized by buying committee role and account tier.
Lead Gen Forms synced to CRM
Form design with qualifying questions, native sync to HubSpot, Salesforce or another CRM, source and campaign fields, and routing and alerts so sales follows up the same day.
Thought Leader and Document Ads
Sponsored posts from founders, executives and subject experts, plus Document Ads for guides, checklists and reports, gated or open depending on the stage of the account.
Conversation Ads and retargeting
Conversation Ads for event invites and demo offers to engaged audiences, plus retargeting of video viewers, page visitors and form openers with the next step in the sequence.
Insight Tag and Conversions API
Insight Tag and Conversions API setup, with CRM stages such as qualified lead, opportunity and closed won sent back so LinkedIn optimizes toward buyers rather than form fills.
Founder and executive content
Organic post planning, drafting and editing for founders and executives in their own voice, on a publishing rhythm that supports the paid campaigns. We draft; they approve and post.
Where LinkedIn Ads setups break.
The problems we are most often hired to fix, in the order they tend to cost money.
Judging on cost per lead
LinkedIn leads are expensive, and pushing cost per lead down usually means reaching less senior or less relevant people. Measure cost per qualified lead, per opportunity and pipeline instead.
Audiences too broad or too small
Loose industry and seniority targeting wastes spend on people who will never buy, while an over-filtered list may barely deliver. Size audiences to budget and review demographic reports often.
Leads that sit for days
A Lead Gen Form submission is a warm moment that cools fast. Leads exported weekly into a spreadsheet lose most of their value. Sync to the CRM and alert the right rep immediately.
Offers that only suit researchers
Generic ebooks attract students, vendors and job seekers. Match the offer to the account's stage, and use qualifying questions so sales can see who is worth a call.
LinkedIn Ads, wired into the rest of the business.
LinkedIn Campaign Manager
Targeting, Matched Audiences, ad formats, Lead Gen Forms and reporting.
LinkedIn Insight Tag
Site conversions, retargeting audiences and website demographics.
LinkedIn Conversions API
Server and CRM outcomes sent back to guide campaign optimization.
HubSpot
Lead Gen Form sync, lifecycle stages and deal attribution by campaign.
Salesforce
Lead and opportunity records, campaign membership and closed won data.
LinkedIn Sales Navigator
Account and contact research to build and check target lists.
Looker Studio
Spend, leads, opportunities and pipeline by campaign and account tier.
From audit to running it.
Audit.
We review targeting, offers, tracking and lead handling, then compare LinkedIn leads with what your CRM says became opportunities and customers.
Build.
We build account lists and audiences, write offers and ads, set up Thought Leader and Document Ads, and design Lead Gen Forms with qualifying questions.
Connect.
Forms sync to the CRM with routing and alerts, the Insight Tag and Conversions API send stages back, and reporting shows cost per opportunity by campaign.
Run or hand off.
We run campaigns and executive content for you each month, working alongside your sales team, or build the system and hand it off with training.
A good fit
- B2B companies selling to defined roles and industries, where one customer is worth enough to justify higher click costs.
- Teams with a CRM and a sales process that will follow up quickly and record what happens to each lead.
- Founders and executives willing to show up on LinkedIn with their own ideas, drafted and edited with our help.
- Companies running account-based sales that want marketing to warm target accounts before outreach.
Probably not a fit
- Low-priced consumer products and local services usually get cheaper results from search, Meta or local ads.
- If there is no CRM or no one to call leads back, fix that first; LinkedIn leads cool quickly.
- If you need an official LinkedIn Marketing Partner for platform support tiers, hire one; we are independent.
Pricing, plainly.
LinkedIn bills ad spend through Campaign Manager, by click, impression or send depending on the format and bid, and there is no platform fee to advertise. Clicks on LinkedIn usually cost more than on other social platforms because of the targeting, so we plan budgets around the cost per opportunity your deal size can support. Sales Navigator and CRM seats bill separately if you use them. Our work starts with a fixed-scope audit or setup covering targeting, offers, tracking and CRM sync. Ongoing management, including executive content, is a monthly fee scoped to spend and output, month to month after an initial term. We do not mark up media.
LinkedIn Ads by business type.
- SaaS companiesMarketing agency and product studio for B2B and vertical SaaS companies: trial-to-paid flows, pricing configurators, referral attribution and billing systems.
- Cybersecurity companiesCybersecurity marketing agency for security vendors and services firms: technical content, ABM, paid media and CRM attribution that CISOs and buyers trust.
- MSPs and IT services firmsMSP marketing agency for managed IT and IT services firms: websites, SEO, paid search, outbound and PSA-wired lead systems that turn assessments into seats.
- ManufacturersManufacturing marketing agency for industrial and B2B manufacturers: spec-ready websites, catalog search, RFQ systems, dealer marketing and CRM integration.
- Engineering firmsMarketing for engineering firms: qualifications-based websites, SF330 and proposal content, recruiting pages and CRM systems for civil, structural and MEP work.
- Staffing agenciesMarketing agency and website builder for staffing, recruiting and outsourcing firms: buyer-side lead quiz, hire-by-country pages, compare pages, CRM and email.
- Systems integratorsMarketing agency and website builder for security, fire, AV, and low-voltage systems integrators: bid intake, customer portals, lead desks, CRM and VoIP wiring.
Reading on LinkedIn Ads.
- Lead Generation · Takeaway
Manufacturing lead generation is RFQ-driven: the audience is engineers and procurement, the cycle is long, and the website's job is to make the RFQ easy to send.
Lead Generation · 10 min read
Manufacturing Lead Generation: Capability Pages, RFQs and Fast Quotes.
Industrial buyers are engineers and procurement people working an RFQ, not consumers browsing. Here is the asset set, the channel mix and the quote process that turns a manufacturer's website into a steady source of qualified requests.
Read - Paid Media · Takeaway
Paid media reports show different conversion numbers than the CRM because each platform uses its own attribution windows, view-through credit, modeled conversions, and click-date reporting.
Paid Media · 11 min read
Paid Media Reporting: Why Ad Numbers Differ From Your CRM.
Your ad platforms and your CRM will never agree exactly. Here is why the conversion numbers differ, how to reconcile them, the four numbers a report should lead with, and the reporting and cadence to expect from a partner.
Read - Systems & Integration · Takeaway
HubSpot is usually the better fit for small and mid-market companies that want marketing, sales and service in one system their own team can run without a full-time admin.
Systems & Integration · 11 min read
HubSpot vs Salesforce: Which CRM Fits a Growing Company.
HubSpot and Salesforce can both run a serious sales operation. The real differences are in how much you can customize, who has to maintain it, how marketing fits in, and what the first year costs once implementation is counted.
Read
Hiring help with LinkedIn Ads.
- Are you a LinkedIn Marketing Partner?
- No. We are independent and do not hold LinkedIn partner status. We run campaigns in ad accounts set up for each client and measure them against your CRM. That lets us recommend a smaller LinkedIn budget, or a different channel, when the pipeline data says so.
- How do LinkedIn Lead Gen Forms sync to our CRM?
- LinkedIn offers native connections to major CRMs and marketing automation platforms, including HubSpot and Salesforce, and other tools can connect through integrations. We map fields, add source and campaign data, set routing and alerts, and test end to end so every submission reaches the right rep within minutes.
- What are Thought Leader Ads?
- Thought Leader Ads let a company sponsor posts from a person, such as a founder, executive or subject expert, rather than from the company page, with that person's permission. They often read as more credible than branded ads. We help plan and draft the posts, the person approves them, and we promote the ones that earn organic engagement.
- What is the LinkedIn Conversions API?
- It sends conversion events from your server or CRM to LinkedIn, alongside the Insight Tag. For B2B the real value is sending later stages, such as qualified lead, opportunity and closed won, so LinkedIn can optimize toward the kind of leads that become revenue rather than any form fill.
- Why measure cost per opportunity instead of cost per lead?
- Because LinkedIn is expensive and lead quality varies widely. A campaign with cheap leads that never become opportunities costs more than one with expensive leads that sales can close. We report cost per lead, per qualified lead, per opportunity and pipeline value side by side, and move budget on the later numbers.
- Do you run founder and executive LinkedIn content?
- Yes. We interview founders and executives, draft posts in their voice, edit and schedule them for approval, and track which topics earn engagement from the right people. We do not post as anyone without approval, and we do not run automated connection or messaging tools on their accounts.
Capabilities involved
Let’s get LinkedIn Ads working for you.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.