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Performance Marketing / LinkedIn Ads
LinkedIn Ads

Reach the exact buyer in the exact role at the exact company. Only LinkedIn does this.

Built for B2B. Job title, seniority, company size, industry, function: targeted with precision no other ad platform comes close to. Higher cost per click, but the lead quality justifies it when you know who you’re hunting.

Book a discovery call → See the process
Selected accounts each month · B2B-only focus · Lead Gen, ABM, InMail
linkedin.com/campaign-manager
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Targeting
Marketing Director + SaaS · FinTech 50–500 employees India, UAE, SG
$10
CPL
12.4%
Lead-to-MQL
Campaign types we run on LinkedIn
Sponsored Content
Lead Gen Forms
Sponsored Messaging
Conversation Ads
Document Ads
Video Ads
Event Ads
ABM Audiences
Sponsored Content
Lead Gen Forms
Sponsored Messaging
Conversation Ads
Why LinkedIn costs more, and why it’s worth it

A cost-per-click on LinkedIn is several times higher than on Meta or Google. That stops most people from trying it, or makes them quit after a month of bad results. The mistake is comparing CPC instead of comparing cost-per-qualified-lead. A cheap lead from Meta that turns out to be a college student is worth zero. A higher-cost LinkedIn lead from a Marketing Director at a 200-person SaaS company is worth ten of them.

LinkedIn is the only ad platform where you can target by job title, seniority, company size, industry, skills, and the specific companies you want to reach. For B2B, that precision is the entire game. For B2C, LinkedIn is usually the wrong channel. We’ll tell you upfront which side of that line you’re on.

The Process

How we run LinkedIn Ads that close real B2B deals.

Five phases. Built for the way B2B buyers actually research, decide, and buy in 2026.

01

ICP & Audience Definition

Before any campaign goes live we map your Ideal Customer Profile in painful detail. Job title and acceptable variations, seniority, company size band, industry verticals, geography, function (marketing vs sales vs ops). Then we build matched audiences from your CRM (existing customers, lost deals, target accounts) and lookalike audiences off of those.

ICP definition CRM matched audiences Lookalike modelling Account lists
Output
Targeting blueprint
Every audience saved, sized, and tied to the campaign that uses it. No mystery targeting.
02

Content & Offer Strategy

LinkedIn buyers don’t respond to "get a free quote". They respond to insight, frameworks, benchmarks, and content that respects their intelligence. We map each audience to the offers they’ll actually engage with: industry reports, comparison guides, ROI calculators, executive briefings, webinar invites. Then we write each one as a real piece of value, not a thinly disguised sales pitch.

Lead-magnet design Industry reports ROI calculators Webinar funnels
Output
Offer library matched to ICP
Real value pieces your buyers want to download, not lead-bait that bounces.
03

Campaign Build

Different campaign types for different audience temperatures. Sponsored Content with Lead Gen Forms for cold audiences (forms pre-filled from LinkedIn profile, friction near-zero). Conversation Ads for mid-funnel personalised outreach. Document Ads for long-form content delivery without a landing page detour. Retargeting layers tied to website visitors and engaged-with-content audiences.

Sponsored Content Lead Gen Forms Conversation Ads Document Ads
Output
Multi-stage campaign architecture
Cold to warm to hot, with the right ad format at each stage of the buyer’s journey.
04

Sales Sync & SQL Pipeline

LinkedIn leads aren’t buyers, they’re prospects who raised a hand. The deal happens in follow-up. We integrate the lead flow directly into your CRM with proper UTM tagging and source attribution. Sales team gets notified in real time. We track not just leads, but MQL-to-SQL rates and SQL-to-closed rates back through the platform. If sales follow-up is broken, no LinkedIn budget can save it. We tell you that honestly.

CRM lead sync Real-time notifications MQL-to-SQL tracking Sales feedback loop
Output
Closed-loop reporting
Every lead traced from ad click to closed deal, with attribution back to source.
05

Optimisation & Account-Based Expansion

LinkedIn rewards consistent investment, not blasts. We run weekly optimisations on creative, copy, and audience parameters. Monthly account-based pushes targeting specific high-value companies you want to reach. Quarterly ICP refinement based on which leads actually closed (not just opened forms). The programme compounds because we treat it as a long-term channel, not a tap to turn on and off.

Weekly creative tests Account-based campaigns Quarterly ICP refresh
Output
Compounding B2B pipeline
A predictable pipeline of right-fit conversations every month, scaling as you scale.
Campaign types

Four LinkedIn campaign types, four jobs.

The right format for the right audience temperature, built around how B2B buyers actually consume content on LinkedIn.

01

Sponsored Content + Lead Gen Forms

The workhorse for cold-audience prospecting. Native-feeling posts in the feed, with Lead Gen Forms pre-filled from the user’s LinkedIn profile so friction is near-zero. Best for downloading guides, registering for webinars, or requesting demos. Where most B2B LinkedIn budgets should start.

Feed-native ads Pre-filled lead forms Guide downloads Webinar signups
02

Sponsored Messaging

Direct messages in the LinkedIn inbox, sent only when the recipient is active. Higher cost per send than feed ads, but read rates above 30% when targeted right. Best for high-value personalised outreach: executive briefings, mid-funnel nurture, account-based plays. Used carefully because LinkedIn is strict about overuse.

Direct inbox messages Conversation Ads Executive briefings ABM personalisation
03

Document & Video Ads

Document Ads let users read full PDF reports inside LinkedIn without leaving the feed, with a Lead Gen Form gating the download. Video Ads work for thought-leadership content, demo previews, and founder-led storytelling. Both formats have unusually high engagement on LinkedIn because they respect the user’s time on the platform.

In-feed PDF docs Video ads Founder content Demo previews
04

Account-Based Marketing (ABM)

Upload a list of target accounts (companies you specifically want to reach), then run ads targeting decision-makers at those specific companies. Higher cost per click, much higher conversion to pipeline. Best for enterprise sales, named-account strategies, and B2B businesses where each closed deal is worth a meaningful annual contract value.

Target account lists Named accounts Enterprise sales Multi-stakeholder reach
3×
Higher CPC than Meta
but the lead quality difference makes the cost-per-qualified-lead competitive or better
30%+
InMail read rate
typical for properly written Conversation Ads, vs ~20% for email
High-ACV
B2B sweet spot
LinkedIn works best when each closed deal is worth a meaningful annual contract value
90 days
Minimum runway
B2B sales cycles mean LinkedIn needs at least a quarter to show meaningful pipeline impact
Common questions

What clients actually ask.

LinkedIn is a higher-floor channel than Meta or Google. The platform needs enough monthly volume to give the algorithm a useful signal to optimise on, so the realistic starting budget is meaningfully higher than what works on Meta or Google. A full B2B programme with multi-stage funnels needs more again. If your B2B sales cycle is short or your annual contract value is low, the economics often don’t work, and we’ll tell you so during the discovery call rather than after taking a retainer.
Depends on what "small" means. A small agency selling high-value retainers to mid-market CMOs: yes, LinkedIn can work brilliantly. A small DTC brand selling low-ticket products to consumers: no, LinkedIn is the wrong channel. The deciding factor is your average contract value and whether your buyer is reachable by job title. The higher the contract value, the better the maths works.
LinkedIn lets you target by job title, seniority, company name, company size, industry, function, and skills, all verified by users on their own profiles. Meta uses inferred interests; Google uses search keywords. For B2B, LinkedIn’s precision is unmatched. For B2C, Meta’s interest-based scale is better. For high-intent moments, Google Search wins. Each platform has its job; LinkedIn’s job is reaching named roles at named companies.
Yes, and we recommend it for serious B2B programmes. Google captures high-intent buyers searching for solutions. LinkedIn reaches qualified buyers who haven’t started searching yet. Meta retargets engaged audiences at lower cost. The three channels do different jobs and the data signals enrich each other when set up properly. The mistake is running all three with the same generic creative; each platform needs its own.
Not by CPL alone. Cost-per-lead on LinkedIn is always higher than Meta, but the comparison is meaningless without quality. We track MQL rate (how many leads your sales team accepts), SQL rate (how many advance to opportunity), and ultimately pipeline-generated and closed-revenue per channel. Without these downstream metrics, any agency report is theatre.
Be careful. LinkedIn leads have a short shelf life: a B2B prospect who downloaded your report yesterday is much more likely to convert than the same lead a week later. If your sales team can’t follow up within 24 hours, LinkedIn ROI tanks. We recommend either (a) building a sales follow-up cadence first, or (b) starting with lower-volume campaigns that match your follow-up capacity. We’ll be honest with you about which it should be.
Start a project

Reach the buyer you can’t reach anywhere else.

A 30-minute discovery call. We’ll map your Ideal Customer Profile against LinkedIn’s targeting options, size the addressable audience, and tell you honestly whether LinkedIn is the right channel or whether your B2B budget would compound faster on Google Search first.

Book the call →

Email:

connect@brandink.media

Phone:

+91 9818601318

We build strategic, creative, and digital solutions that help brands grow and stand out in a competitive world.

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