LinkedIn Ads.

02 · THE BRIEFING

1. I
   When to consider it
   You sell B2B with a long cycle and a basket above 10 k€, and your sales team needs qualified leads on precise job functions. LinkedIn becomes a serious channel as soon as your ideal client holds on two criteria: industry + function.
2. II
   Why it matters
   LinkedIn CPC is three times higher than Google. If targeting is poorly calibrated, you fund the exclusion list more than your pipeline. But on the right decision-maker with the right offer, CPL (cost per qualified contact) beats Generic Search by a wide margin. It all depends on targeting precision.
3. III
   What you get back
   Qualified leads on precise job functions (CFO, GM, HR, etc.) with company and industry tagged. Reading cost per qualified lead, not per click. Sales team coordination on lead quality reported, not raw volume.
4. IV
   How we run it
   We start by framing your ideal client with your sales team, before touching any audience. LinkedIn Ads Sponsored Content (sponsored posts) + Lead Gen Forms (LinkedIn-integrated forms) pre-filled. Lead scoring wired to HubSpot or Mailchimp. GA4 for cross-channel measurement.
5. V
   What it unlocks
   A B2B channel that really delivers, not just flatters the brand. Clear sales coordination on lead quality. LinkedIn visitor retargeting (re-targeting visitors who already came) that completes Search and Meta without cannibalising.

We get back to you within the week · audit before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

LinkedIn Ads is a B2B hunting channel. Not a brand awareness showcase.

If the LinkedIn ad does not generate a qualified lead within the attribution window, we cut. No Sponsored Content (sponsored post) running out of habit because it got peer likes. The right question before opening the channel: is your sales team ready to handle 30 qualified leads per month? If not, the channel is not LinkedIn Ads, it is regular organic content. The broader agency vs freelance vs in-house debate sits here.

• 01

  Precise job + industry targeting

  CFO, GM, HR, IT director by industry and company size. No vague persona. LinkedIn targeting is precise when you frame your ideal client on two solid criteria, not on marketing hunches.

• 02

  Pre-filled LinkedIn forms

  The Lead Gen Form (LinkedIn-integrated form) captures contact details without taking the prospect off the platform. Completion rate climbs 30-50 % vs an external landing. No unnecessary friction.

• 03

  Strong sales coordination

  We back-measure reported lead quality with your sales team every month. If 40 % are deemed cold, we adjust targeting. The channel lives in the sales loop, not in a marketing silo.

• 04

  High CPM accepted, CAC piloted

  LinkedIn is expensive at CPM (cost per 1000 views). That is normal. What we pilot is the cost per qualified lead validated by your sales force. On the right ideal client, the channel beats Generic Search by a wide margin on final CAC.

05 · THE PLAY-BY-PLAY

Four steps. Five weeks on average. Zero unqualified lead tolerated.

1. 01

   We frame your ideal client with sales.

   90-minute workshop with your sales team. We define target function, company size, industry, buying signals. We look at the best deals closed over the last 12 months to calibrate. Tools: HubSpot (opens in a new window) or Mailchimp (opens in a new window) deals export.

2. 02

   We freeze the scope and target lead cost.

   Target campaign plan, scope frozen in writing, ceiling CPL (cost per qualified contact) client-approved. No sneak-in scope outside the quote. If the ideal client audience is below 5,000 LinkedIn profiles, we say so: the channel does not hold at this volume.

3. 03

   We launch Sponsored Content + LinkedIn forms.

   Launch per ideal-client segment with fractional budget. LinkedIn Ads (opens in a new window) Sponsored Content (sponsored posts) + Lead Gen Forms (LinkedIn-integrated forms) pre-filled. Lead scoring wired to your CRM. GA4 (opens in a new window) in parallel for cross-channel reading. No site freeze.

4. 04

   We back-measure quality with sales.

   Monthly 60-minute meeting with your sales team. We score reported leads: qualified, lukewarm, cold. We adjust function and industry based on signed deals. Looker Studio (opens in a new window) dashboard wired to HubSpot + LinkedIn.

07 · NOT YET FOR YOU IF

Three cases where LinkedIn Ads is not the top priority.

• Your ideal client does not hold on two criteria.

  If you cannot say in two sentences who your ideal buyer is (function + industry + size), LinkedIn becomes a prestige expense. Targeting is precise when the ideal client is precise. Not before.

• Your average basket is under 5 k€.

  Below this threshold, LinkedIn qualified lead cost does not pay back in an SME sales cycle. At these tickets, Google Generic Search or Meta retargeting deliver better CAC. We would rather say it than walk you into the dark.

• Your sales team does not handle leads.

  No one on your side will call a LinkedIn lead within 48 hours. At that stage, the channel becomes spend without sales pipeline. We would rather frame sales governance before opening the LinkedIn Ads account.

We look at your ICP with your sales. We tell you whether LinkedIn Ads holds for you, or not yet.