LinkedIn Ads Agency for B2B Companies: Ads That Reach the People Who Make the Buying Decision
LinkedIn campaigns targeted by job title, industry and company size, or aimed at a specific list of accounts. We connect your forms and website to your CRM and send back to LinkedIn the leads your sales team qualified, so it optimizes toward people who buy rather than people who fill in forms.
- CPQL Cost per qualified lead: the number we optimize
- CRM Your qualified leads go back to LinkedIn as conversions
- €3,000-5,000 Minimum monthly ad spend we recommend
- 01 · Audience Who, and with what intent
- 02 · Creatives Tested messages
- 03 · Campaign Bids and budget
- 04 · Landing Measured conversion
- 05 · Attribution From click to real lead
- 06 · Decision Scale or stop, with data
- Every lead recalibrates the bid
Definition
What Is LinkedIn Ads?
LinkedIn Ads is LinkedIn's advertising platform, managed from Campaign Manager. It lets you show ads to professionals based on their job title, function, seniority, industry or company size, or to the employees of a specific list of companies. That is why it is the most widely used paid channel in B2B when the buyer is a company and the decision-maker has an identifiable profile.
Summary
Executive Summary
What you are buying when you hire a LinkedIn Ads agency.
LinkedIn is expensive per click, and it is easy to spend the budget on the wrong audience: targeting that is too broad, automatic audience expansion left on, or forms that bring in plenty of leads nobody ever closes. Cost per lead tells you little; what matters is how many of those leads your sales team qualifies and how many turn into opportunities.
So we build campaigns the other way round: measurement first. Insight Tag on the website, forms connected to the CRM and a bridge that sends back to LinkedIn the leads your team marks as good, so the platform learns from them. It is the same method we use in our own Google Ads campaigns: every lead enters Nexo, our CRM, with its click ID, and a daily process uploads only real leads to the platform. On LinkedIn it works the same way, through its Conversions API.
LinkedIn Ads works best as part of a B2B lead generation system: landing pages, nurturing and a sales team that picks up the phone. If one of those pieces is missing, we tell you before you spend on ads.
- CPQL Cost per qualified lead, not per click
- €3,000-5,000 Recommended minimum monthly ad spend
- Your account Campaigns and data are always yours
What's included
What LinkedIn Ads Management Includes
From targeting to the conversion that comes back from the CRM.
- Targeting by job title, function, seniority, industry and company size, with exclusions so you do not pay for people who will never buy: competitors, employees and existing customers
- Account lists (ABM): we upload your target companies and, if you have them, contact lists from your CRM
- Lead gen forms with just the questions needed to qualify, connected to your CRM
- Document, video, image and carousel ads, chosen for each audience's stage in the buying process
- Conversation and message ads, only when there is a specific offer that justifies landing in someone's inbox
- Insight Tag and website conversions: forms, downloads and demo requests, with cookie consent
- Offline conversions: qualified leads and opportunities from your CRM go back to LinkedIn
- Retargeting of website visitors, people who watched your videos and people who opened a form without submitting it
- Reports on cost per qualified lead and per opportunity, not just CTR and cost per lead
Why
Your CRM Decides Which Lead Counts, Not the Form
Offline conversions: what separates a B2B campaign from one that only generates form fills.
A submitted form is not a customer. If LinkedIn optimizes toward forms, it will bring you more forms, including those from students, vendors and the merely curious. So we store each lead's click ID in the CRM along with its channel and campaign, and when your sales team qualifies or discards it, that decision goes back to LinkedIn as a conversion. This is what we do in our own Google Ads campaigns with Nexo: only real leads are uploaded; job applications, internship requests and vendors are left out. It works with HubSpot, Salesforce, Pipedrive or your CRM, and ties in with marketing attribution across your other channels.
- Qualified leads Optimizes toward
- Spam and job applications Leaves out
- Your CRM Source
Key points
Ad Formats and When We Use Each One
The right format depends on what the audience already knows about you.
- 01
Document Ads
A PDF people can flip through in the feed: a guide, a study or a case study. You can show a few pages and ask for the form to download the rest. They work well with audiences that do not know you yet.
- 02
Video
Short product demos or your team explaining a problem. People who watch the video also become a retargeting audience.
- 03
Image and Carousel
Direct messages and specific offers: a demo, an assessment, an event. Carousels are useful for walking through a process or comparing options.
- 04
Conversation Ads
A message with buttons that lead to different replies. We keep them for invitations of real value, such as an event or a demo, because turning up in someone's inbox for no reason damages the brand.
- 05
Lead Gen Forms
They fill themselves in with profile data, so they bring more volume than a landing page and less intent. We add qualifying questions and test them against your own landing pages.
- 06
Retargeting
Audiences of people who visited the website, watched a video or opened a form. This is where much of what was spent on the first impression gets recovered.
How we work
How We Work
Measurement first, ads second.
- 01
Assessment
Ideal customer, deal size, sales cycle and CRM. If you already have an account, we review it. We tell you plainly whether LinkedIn makes sense for your deal size or whether another channel suits you better.
- 02
Measurement
Insight Tag with consent, website conversions, source fields in the CRM and the offline conversions bridge.
- 03
Audiences and Creative
Segments by job title and company, account lists, exclusions, first ads and forms.
- 04
Launch and Testing
A few campaigns, concentrated budget and tests of audience, format and message.
- 05
Optimization With CRM Data
We review with your sales team which leads are worth it, shift audiences and bids toward what closes and refresh creative before it wears out.
Who it is for
Is It Right for You?
LinkedIn Ads pays off when each customer is worth a lot and you know which profile you sell to.
Who it's for
- B2B companies with contracts above €10,000, where targeting by job title justifies an expensive click.
- Teams that know which job titles, industries and company sizes buy from them.
- Companies with a list of target accounts they want to reach (ABM).
- Businesses with a sales team that calls and qualifies leads.
- Companies with a CRM (HubSpot, Salesforce, Pipedrive or another) or ready to set one up.
- Lead generation for B2B events, webinars and product demos.
Who it's not for
- Selling to consumers: Meta or Google get there sooner and for less.
- Small deal sizes, where LinkedIn's cost per lead does not add up.
- Ad budgets below the minimum: there is not enough volume to optimize.
- Companies with nobody to work the leads: they go cold before anyone calls.
Deliverables
What Is Included and What Is Not
So you know what you pay us and what you pay LinkedIn.
Included
- Strategy, audiences, campaigns and bidding in your own LinkedIn account
- Insight Tag, website conversions and forms connected to the CRM
- Offline conversions from the CRM to LinkedIn
- Ad copy and design, or adaptation of your own materials
- Reports on cost per qualified lead and per opportunity
Not included
- Ad spend: you pay LinkedIn directly
- CRM or third-party tool licenses
The proof
What We Can Show You
We do not yet have a published LinkedIn Ads case study. What we can show you is what makes a B2B campaign produce leads that close: lead capture and measurement. For ToolsGroup, a B2B supply chain planning company, we have spent five years building its lead generation: landing pages, HubSpot and forms that store each lead with its channel and landing page; the case study reports +32% MQLs. And we use offline conversions every day in our own Google Ads campaigns with Nexo, our own platform.
- 5+ Years building ToolsGroup's B2B lead generation
- +32% MQLs in the ToolsGroup case study
- 2009 Kiwop in business since
- 5.0 Clutch rating
For the CTO
Technical Summary
How LinkedIn connects to your data.
The Insight Tag loads with cookie consent and records website conversions. Every lead that comes from an ad is stored in the CRM with the LinkedIn click ID, its campaign and its ad. LinkedIn's native forms sync with the CRM through the official integration or the API, so nobody has to download spreadsheets.
A daily process sends LinkedIn, through its Conversions API, the leads your team has qualified and the opportunities opened, without duplicates and leaving out anything that is not a real lead. It is the same design as our offline conversion import to Google Ads. Access to CRM data follows the controls of our ISO 27001 certification.
Technologies
- LinkedIn Campaign Manager
- LinkedIn Insight Tag
- LinkedIn Conversions API
- Lead Gen Forms
- HubSpot
- Salesforce
- Pipedrive
- GA4
- Looker Studio
- Nexo
- Insight Tag loaded only with consent
- Click ID stored with every lead in the CRM
- Native forms synced with the CRM
- Daily offline conversions via API, deduplicated
- Only real leads: no spam, job applications or vendors
Risks and how we cover them
The Risks We Avoid
Where LinkedIn budgets usually go.
- 01
Paying for audiences that will never buy
MitigationTight segments by job title and company, exclusions for competitors, employees and customers, and automatic audience expansion switched off unless we test it on purpose.
- 02
Form leads nobody closes
MitigationQualifying questions in the form, automatic transfer to the CRM and regular reviews with your sales team.
- 03
Optimizing toward the cheapest cost per lead
MitigationOffline conversions: LinkedIn learns from the leads your team qualifies, not from any form fill.
- 04
Wearing out a small audience with the same ads
MitigationWe watch frequency and refresh creative every 4-6 weeks, before it shows in the cost.
Technologies
Tools
What we use to manage and measure campaigns.
- LinkedIn Campaign Manager
- LinkedIn Insight Tag
- Conversions API
- Lead Gen Forms
- Matched Audiences
- HubSpot
- Salesforce
- Pipedrive
- GA4
- Looker Studio
- Google Tag Manager
- Nexo
FAQ
LinkedIn Ads FAQs
What B2B marketing and sales teams ask us.
How much does a LinkedIn Ads agency cost?
There are two parts. Management, which we fix after the assessment based on the number of campaigns, markets and CRM integrations. And ad spend, which you pay LinkedIn directly: to have enough volume to test and optimize, we recommend a minimum of €3,000-5,000 per month per platform.
When is LinkedIn better than Meta or Google Ads?
LinkedIn pays off for contracts above €10,000, where being able to choose the job title and the company justifies a more expensive click. With smaller deals, Meta usually does better. And if your customers already search for what you sell, Google Ads captures that demand first. They are often combined, each with its own goal.
What is an ABM campaign on LinkedIn?
ABM (account-based marketing) means aiming ads at a specific list of companies rather than a generic profile. We upload your list of target accounts to LinkedIn, target by job title within them and measure which accounts engage so your sales team can prioritize.
LinkedIn lead gen forms or your own landing page?
It depends on the offer. Native forms bring more volume because they fill themselves in, but with less intent. A landing page filters more and lets you say more. We usually test both and keep whichever brings more qualified leads, not more leads.
What is the LinkedIn Insight Tag?
It is LinkedIn's code installed on your website to measure conversions (forms, downloads, demo requests) and build retargeting audiences. We load it only with the visitor's cookie consent.
How do CRM sales connect back to LinkedIn?
Through offline conversions: we store the click ID with each lead in your CRM and, when your team qualifies it or opens an opportunity, a daily process sends it to LinkedIn through its Conversions API. We do this in our own Google Ads campaigns, and on LinkedIn the method is the same.
What results can I expect?
We do not promise a cost per lead before we start: it depends on your industry, your offer and your audience. What we do give you is the measurement to find out within a few weeks, with cost per qualified lead and per opportunity, and the honesty to tell you if LinkedIn is not working for you.
Do you create the ads?
Either way: we produce the ad copy and design or work with your materials. What matters is having enough variants to test and refreshing them every 4-6 weeks.
Is the ad account mine?
Yes. Campaigns are created in your LinkedIn account and you give us access; the accounts and the data are always yours. If you stop working with us one day, everything stays where it is.
Do you run campaigns in several countries and languages?
Yes. We work in English, Spanish, Catalan, French, German, Dutch and Portuguese, and split campaigns by market so each one is measured on its own.
Next step
Tell Us Who You Sell To and We Will Tell You Whether LinkedIn Is Your Channel
A 30-minute video call. If your deal size or audience call for another channel, we will tell you and not sell you campaigns.
- No commitment
- Response in 24h
- Custom proposal
Let's talk.
Initial technical consultation
AI, security and performance. Diagnosis with phased proposal.
- NDA available
- Response <24h
- Phased proposal
Your first meeting is with a Solutions Architect, not a salesperson.
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