Paid Media · The flagship channel
Most B2B teams are tired of paying $10 to 16 a click with nothing to show for it. LinkedIn is our sharpest channel because we run it the way the platform does not advertise: a real funnel, microsegmented audiences and thought-leader creative that reads as trust, not an ad.
Awareness and engagement
Video, Thought Leader, Document
Education and consideration
Video, Single Image, Document
Demo, call, consultation
Single Image, Conversation
Why budgets leak
None of these are accidents. They are what happens when you run the account the way the platform recommends. We do the opposite.
Single image ads run cold to a broad audience burn budget fast. The clicks arrive, the pipeline does not, and the cost per lead keeps climbing.
The platform nudges you toward huge audiences because huge audiences spend. You end up paying to reach people who will never buy.
Boosting is not a funnel. With no cold, warm and hot stages and no retargeting, every pound starts from zero and none of it compounds.
The system
We do not run one campaign and hope. We run a funnel where each stage feeds the next, so the spend compounds instead of restarting from zero.
50 to 60% of the budget goes here. The job is awareness and engagement: get the right people watching, reading and learning who you are, so they are no longer strangers when the ask comes.
We retarget everyone who engaged at the cold stage and educate them further. Consideration, not conversion: this is where the audience moves from aware to interested.
The lowest spend and the highest intent. We only ask for the demo, call or consultation once the audience is warm, so the conversion stage is cheap because the work happened upstream.
Awareness and engagement
Video, Thought Leader, Document
Education and consideration
Video, Single Image, Document
Demo, call, consultation
Single Image, Conversation
Targeting
The difference between a leaking account and a compounding one is almost always who you are paying to reach. We are ruthless about that.
We build microsegments of 20 to 80K from your own best-fit accounts, instead of the 300K+ audiences LinkedIn pushes. Every impression is spent on a buyer you actually want.
Video viewers feed document engagers, document engagers feed form openers. Each stage warms the audience for the next, so the bottom of the funnel is cheap because the top did the work.
We cut the wrong roles, oversized companies, direct competitors and current customers out of every campaign. You stop paying to reach people who can never become pipeline.
Creative
We rank every format by what it actually returns, then weight the budget toward the ones that win. Thought Leader Ads sit at the top for a reason.
The best format on the platform. A real person as the face, so it reads as trust, not an ad.
The workhorse. Every account needs these running for lead gen.
Top of funnel king. Cheap reach that feeds every retargeting stage.
Bottom of funnel retargeting only. Powerful, but never cold.
Creative discipline. Hook-first copy that earns the scroll in the first line. A maximum of four creatives per campaign, so the algorithm can actually learn. A monthly refresh, so nothing fatigues into wasted spend.
Bidding
Automated bidding optimises for what LinkedIn wants, which is spend. We bid manually for cost control, then read the landing CTR on every creative and act on it. Kill what is not working, optimise what is borderline, scale what is winning. It is a system that consistently reduces your CPCs over time, which is how the average lands at $5.79 against a $15.32 platform norm.
The benchmarks
These are the numbers that decide whether a LinkedIn account compounds or leaks. Here is what each format actually returns, so you can hold any agency, including us, to them.
The best format on the platform.
10 to 15% form completion rate.
Cheap reach that feeds retargeting.
The rest of the system
Book a 15-minute call. We will look at your current LinkedIn spend and show you where the budget is leaking and where the pipeline actually is.
Book a call