- Job title and company targeting
- Matched audiences
- Campaign Manager API
- Ad Library research
Ads for B2B clients whose buyers are best found by job title and company. We check the list match before spending, then follow the leads into the CRM.
- 300members a list needs before LinkedIn will serve it
Why B2B teams use it
Target by job and company
Choose job title, seniority, company size and industry, so the ad reaches the people who sign off the deal.
Your lists, matched
Upload a list of companies or people and LinkedIn matches it to members, so the ad goes to your named accounts.
Check the match first
Five versions of the same list matched anywhere from 15% to 35% in our tests. We read the match rate before spending a penny.
Lists from public records
A government register or a council site can become a company list, so the audience doesn't depend on a CRM export.
Competitors' ads in view
LinkedIn's Ad Library is searchable by keyword, which shows what rivals are saying before we write yours.
Reports without exports
Spend, audiences and results come straight from Campaign Manager's API, so the numbers don't wait for a CSV.
We use LinkedIn for B2B clients whose buyers are easiest to find by job title and company. It's a narrow, professional audience, so we only recommend it when the person you want is hard to find any other way.
How we start
- The list comes first. We build the audience from a CRM export, a public register or a list of target companies, then upload it and read the match rate before any money goes in.
- Enough matches to serve. LinkedIn needs at least 300 matched members, so a list that matches thinly gets cleaned, enriched or widened first.
- A page that fits the ad. When the offer needs explaining we'd rather send people to a landing page than a LinkedIn lead form. One page can serve every ad set, because the UTM tags carry the audience name.
What we've done with it
- List-match testing. We've tested five versions of the same list on LinkedIn, and they matched anywhere from 15% to 35%. So a list gets cleaned and tested before it gets a budget.
- Event campaigns. We've run a conference campaign to a reminder list and a list of engaged prospects.
- Lists from public records. We've built company lists from the government schools register and local authority sites, covering schools, trusts and councils, and loaded them into LinkedIn ready to target.
How we report
- Straight from Campaign Manager. We read accounts, audiences and results through LinkedIn's Marketing API, so reports don't wait for someone to send an export.
- Leads followed into the CRM. The campaign travels with each lead into HubSpot, so the report shows which became opportunities, not just form fills.
- Competitors' ads. LinkedIn's Ad Library is public and searchable by keyword, so we can see what a market is already saying before we write.
Is that return high enough?
Where should your B2B ads run?
LinkedIn isn't always the right place to start. Pick who you're trying to reach and we'll tell you where we'd begin.
Buyers you can name by role
| What matters | LinkedInOur pick |  Google Ads |
|---|---|---|
| How you pick the audience | Job title, seniority, company, industry, or your own list | Search terms, topics and locations, plus lists you upload |
| Who sees it | Named kinds of people, searching or not | People who are searching for it right now |
| What you need first | A list or a clear brief of roles | Keywords and a landing page that answers them |
| Best for | Account-based work, long sales cycles, small and exact markets | Buyers who already know what they need |
Our pick: LinkedIn. If you can describe the buyer by job title and company, or you hold a list of target accounts, LinkedIn puts the ad in front of them whether or not they're searching today.
Buyers who are already searching
| What matters | LinkedIn | Google AdsOur pick |
|---|---|---|
| What it reaches | People by role, before they go looking | People at the moment they search |
| Intent | Set by who they are, not what they asked | Set by what they asked |
| Where we'd start | When search volume is thin or the buyer is hard to name by keyword | When there's search volume for what you sell |
Our pick: Google Ads. If people type what you sell into Google, start there. They've told you what they want. Add LinkedIn later to reach the ones who aren't searching yet.
Customers who are the public
| What matters | LinkedIn |  MetaOur pick |
|---|---|---|
| Who it reaches | Professionals, by job and company | A broad public audience, by location and interest |
| Best for | Selling to businesses | Selling to people |
| Good fit | Software, finance, education, professional services | Shops, clinics, local services |
Our pick: Meta. LinkedIn finds working professionals by role. If your customers are shoppers, local people or patients, Meta and Google reach them better.
LinkedIn's audience rules are from its Campaign Manager help pages, October 2026. Match rates, list counts and the conference campaign are from our client work, October 2026. We've left prices out because they change.
What we connect it to
A matched audience is not yet a sale. We judge an audience on its match rate before we spend, then on which leads became opportunities in the CRM.
It's one part of the setup.
If another part is broken, this one wastes money.
What's a customer worth?
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Services that use it
We don't sell it on its own. Each of these services uses it alongside the rest of your setup.
- Place in the loop: AdsPaid MarketingGoogle, Meta and LinkedIn ads, run end to end and judged on the customers they bring in, not the clicks.Related tools: Google Ads, Meta, LinkedIn, Google Tag Manager (GTM)How it fits
- Place in the loop: AdsContent & SEOContent and SEO that get you found on Google by people already looking for what you do.Related tools: Google Search Console, Google Analytics 4 (GA4), Google, WebflowHow it fits
What LinkedIn is
LinkedIn is the professional network, and its ad platform is Campaign Manager. You choose who sees an ad by job title, seniority, company size, industry and location, or you upload your own list of companies or people and LinkedIn matches it to members. Ads can send people to a lead form on LinkedIn or to a landing page of your own.
That makes it a B2B tool. It earns its place when a few hundred of the right people matter more than a million of the wrong ones, as with software, finance, education and professional services.
Questions about LinkedIn
Straight answers on how we work, what it costs and what to expect. If yours isn't here, just ask.
Still have questions?
Talk to usHow do you measure ROI from LinkedIn marketing campaigns?
We judge LinkedIn on what happens after the form: which leads became opportunities and customers in your CRM, not on clicks or form fills alone.
What is paid marketing and how does it work?
Paid marketing means paying to put your business in front of people, usually through ads on Google, Meta or LinkedIn. You set a budget and an audience, and you pay per click or per thousand views. The hard part is knowing which ads bring customers.
How do you integrate LinkedIn with other marketing tools and CRM systems?
We connect LinkedIn to the CRM and the tracking so leads come back with the campaign they came from. CRM lists become LinkedIn audiences, checked for match rate, and UTM tags carry the campaign into the CRM with each lead. The Insight Tag loads through Google Tag Manager to count conversions from the site, and we read spend and results from Campaign Manager's API for reporting.
It's part of our technical infrastructure service.
How do you create effective LinkedIn ad campaigns for lead generation?
We start with the audience, not the ad. We build a list or a brief of job titles, check how many LinkedIn members it matches, then send people to a page that fits the offer and follow the leads into your CRM.
It's part of our funnel management service.
What are the best practices for LinkedIn content marketing?
Write for one role at a time, about a problem that person has, and judge it on enquiries, not likes. Put UTM tags on the links so your CRM shows which posts led to them.
How much should I budget for paid marketing?
Start from what a customer is worth to you and what a lead costs in your market. The budget then needs to be big enough to get meaningful conversions in a month, and small enough that you can afford to find out it isn't working.
Want a quick starting figure from your revenue and a growth goal? Try the budget planner.
What are the common mistakes to avoid in LinkedIn advertising?
The usual ones: spending before checking the audience, judging on form fills instead of opportunities, and writing ads as if the reader were a consumer.
What platforms do you use for paid marketing campaigns?
Google Ads and Meta (Facebook and Instagram), plus LinkedIn for B2B work. We use Microsoft Ads where a campaign needs it. Which ones we use depends on whether people search for what you sell.
What types of businesses benefit most from LinkedIn marketing?
Businesses that sell to other businesses and can name the buyer by job title or company, or hold a list of target accounts. If your buyers are the general public, LinkedIn is usually the wrong place to start.
How does LinkedIn pricing work and what should you budget?
LinkedIn ads are bought at auction, by click, impression or lead, with a daily or total budget you set. It reaches a narrow professional audience, which suits a business where one customer is worth a lot.
Show 3 more questions
What’s the difference between paid search and paid social campaigns?
Paid search (Google Ads) shows your ad to people typing a query. Paid social (Meta, LinkedIn) shows it to people browsing. Search catches demand that's already there, and social creates interest in something new.
How does LinkedIn advertising differ from other social media platforms?
LinkedIn lets you pick the audience by job title, seniority, company and industry, or upload your own list of companies or people. Other social platforms mostly target by interests and behaviour. That makes LinkedIn a B2B tool, and a narrow one.
How do I know if paid marketing is right for my business?
Paid marketing works when you know what a customer is worth, people are looking for (or would respond to) what you sell, and you can see which ad brought each customer. If one of those is missing, we'd sort that first.
Want to size a starting budget from what a customer is worth? Try the budget planner.
Start with your numbers.
We'll tell you which tools you need and which connections are missing.
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.