LinkedIn Ads & B2B Marketing

Yes — for the right business model and sales cycle. LinkedIn CPMs run 5-10x Meta's, which only makes sense when the audience precision and intent justify the cost. Businesses with average customer LTV of £5,000+, long B2B sales cycles, and concentrated decision-maker job titles typically generate strong ROI on LinkedIn. Businesses with low-LTV consumer products or transactional sales cycles rarely justify LinkedIn over alternatives. We are honest during discovery about whether LinkedIn fits your economics.

Depends heavily on industry and ICP. UK SaaS with mid-market ICP typically sees MQL CPAs of £80-£300, with SQL CPAs 2-3x higher. Enterprise software targeting C-suite typically sees MQL CPAs of £200-£800. Professional services targeting specific industries often sit between. What matters more than CPA is the MQL-to-revenue conversion rate — a £400 MQL CPA producing 15% close rate against £30,000 deal sizes is excellent; a £40 MQL CPA producing 0.5% close rate is poor.

Both have a place. Lead Gen Forms (LinkedIn's native form fill within the ad) typically generate 2-3x more leads at lower CPA because the friction is minimal — LinkedIn pre-fills the form from the user's profile. But they generate lower-intent leads because the user didn't have to think hard about the conversion. Landing pages typically generate fewer leads but at higher intent, with the bonus that landing page visitors can be retargeted and tracked across the broader funnel. We typically run both — Lead Gen Forms for volume top-of-funnel, landing pages for higher-intent middle-of-funnel.

Yes — LinkedIn is the strongest channel for ABM execution. We use Matched Audiences from your target account list (uploaded as CSV or integrated via CRM), refine targeting by job title and seniority within those accounts, and design campaign content tailored to specific account segments. Pairs with our lead generation campaigns service for multi-channel ABM and CRM integration for closed-loop reporting on account engagement and pipeline.

Yes, in coordination with our content marketing strategy service. LinkedIn content has specific dynamics that generic corporate content fails on — founder voice outperforms brand voice, genuine expertise content outperforms polished promotional content, and customer story narratives outperform feature lists. We produce or coordinate the content production needed for campaigns to perform, whether that's founder posts, thought leadership pieces, customer case studies, or video content.

LinkedIn typically plays a different role than Google Ads in B2B funnels. Google Ads captures high-intent buyers actively searching for solutions. LinkedIn reaches the same buyers earlier in their journey — building awareness, educating on category, and surfacing the specific decision-makers who would otherwise not be reachable through search behaviour alone. The two channels work together: LinkedIn warms audiences, Google Ads converts the most active researchers, and content marketing ties the journey together. Our digital strategy consulting service can help map the right channel mix for your specific funnel.

Yes — and this is the difference between a campaign generating leads versus generating pipeline. We integrate Lead Gen Forms directly with HubSpot, Salesforce, Pipedrive, or your CRM via LinkedIn's native integrations or Zapier. Lead routing rules send new leads to the right SDR or rep within minutes, with full context (which campaign, which content, which audience). Closed-loop reporting then tracks those leads through MQL, SQL, opportunity, and closed-revenue stages.

Yes. Common engagement — we audit existing campaigns, attribution setup, audience configuration, and lead routing, then propose either targeted fixes or a structural restart depending on the state of the account. Common findings include broad targeting wasting budget, audience sizes below delivery thresholds, Lead Gen Forms not integrated with CRM (so leads are sitting unrouted), and content that's too corporate to engage the platform's actual user base. Audits available as standalone engagements before committing to ongoing management.

LinkedIn's high CPMs mean that meaningful campaign volume requires meaningful spend. Below £3,000-£4,000/month ad spend, account learning is slow and statistical significance hard to reach. The £5,000+ monthly spend bracket is typically where LinkedIn campaigns reach proper learning velocity and management complexity (ABM, multi-audience testing, content production) genuinely justifies dedicated agency work. Below that threshold, we'd often recommend running it in-house with audit and consultation support rather than full management.