LinkedIn ads that reach decision-makers, measured on cost per lead.
For B2B companies that need to reach the people who buy, by job function, seniority, company and industry, without paying for the ones who don't.
Who it's for
- You sell to businesses and need specific roles to see your message
- LinkedIn feels expensive and you can't tell if it's working
- Your current campaigns reach plenty of people but bring few leads
What I do
- Audience cohorts by job function, seniority, company size and industry
- Three-variant creative tests to find the message that lands
- Lead Gen Forms or landing pages, judged on lead quality
- LinkedIn Insight Tag through Tag Manager, behind consent
- Weekly budget review against cost per lead
How I measure it
Cost per lead (CPL), cost per acquisition (CPA) and return on ad spend (ROAS), as close to revenue as your data allows. Click-through rate and reach help diagnose problems, but they are not the goal.
Proof so far
- LinkedIn CTR up 20% and monthly reach from about 8,000 to about 11,000 impressions (fintech, 2025) · Case study
- About 15% less spend on low-converting ads over eight weeks (fintech, 2025) · Case study
Common questions
Is LinkedIn worth its higher cost per click?
Often, for B2B, because you pay to reach exactly the roles you sell to. Whether it pays off depends on your deal size and close rate, which is why I judge it on cost per qualified lead.
How big does my budget need to be?
It depends on how large your target audience is and what a customer is worth to you. After looking at your targeting and goals on the discovery call, I'll recommend a starting budget and the point at which to review it.
Want a second opinion on your ads?
Send your website and I'll record a free 5-minute teardown: what I'd change first, and why.