My Cold Leads
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My Cold Leads
For B2B companies ready to reach decision-makers where they work

LinkedIn Ads That Build Pipeline, Not Just Impressions

Most B2B companies run LinkedIn ads like display ads - broad targeting, awareness campaigns, no measurement of pipeline impact. We apply systematic full-funnel methodology to make every dollar of LinkedIn spend count.

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1.7x higher CTR with Thought Leader Ads (industry avg)
$4.14 possible CPC with TLAs vs $8-22 standard
35%+ audience penetration target
Weekly demographic audits
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The Problem

LinkedIn Is the Most Expensive B2B Ad Platform. You Can't Afford to Waste Impressions.

At $33-65 CPMs and $8-22+ CPCs, LinkedIn charges a premium for access to professional audiences. That premium is worth it - if you're reaching the right people. Most companies aren't.

The typical LinkedIn Ads setup: broad awareness campaigns targeting job titles and industries. Audience Expansion left ON (LinkedIn's default that quietly widens your targeting beyond your ICP). No demographic audits to catch irrelevant impressions. No audience penetration tracking - so you have no idea whether you've reached 5% or 50% of your target market. No funnel structure - just top-of-funnel content on repeat.

Result: you're paying premium prices for impressions that never reach your ICP, running the same awareness play with no path to conversion, and you have no idea what percentage of your actual target market has seen your ads.

See our full-funnel approach
The System

Full-Funnel LinkedIn That Builds Pipeline, Not Just Brand Awareness

Most LinkedIn Ads programs stop at awareness. Ours is a four-stage system that moves prospects from first impression to qualified lead - and then amplifies the investment across cheaper channels.

1

TOF: Thought Leader Ads

Ads from real executives build trust and credibility. TLAs consistently outperform standard Sponsored Content at 1.7x higher CTR and significantly lower CPC. They also build your retargeting pool.

2

MOF: Retargeting Content

People who engaged with TOF ads see deeper content - case studies, document ads, carousel breakdowns. This moves them from awareness to consideration without another cold impression.

3

BOF: Lead Gen Forms

Warm prospects get strong CTAs with LinkedIn Lead Gen Forms - pre-filled with profile data, high completion rates. Only shown to people who've already engaged with your content.

4

Cross-Channel Amplification

LinkedIn visitors become retargeting audiences on Meta and Google at a fraction of the cost. Your expensive LinkedIn click keeps working for you across cheaper channels.

Why cross-channel matters: LinkedIn CPMs run $33-65. Meta CPMs run $5-12. Google Display CPMs run $2-5. By building retargeting audiences from LinkedIn engagement and remarketing across cheaper platforms, you extract 3-5x more touchpoints from every LinkedIn dollar. The prospect sees you on LinkedIn first (high trust), then everywhere else (high frequency, low cost).
The Methodology

What We Do That Most Agencies Don't

LinkedIn Ads management is not "set it and forget it." At these prices, every setting matters. Here's what separates a systematic approach from the default.

Audience Penetration Tracking

We track what percentage of your target audience has actually been reached - not just impressions, but unique market coverage. Most agencies can't tell you whether you've reached 5% or 50% of your ICP.

Weekly Demographic Audits

Non-negotiable. Every week, we review demographic breakdowns for irrelevant job titles, functions, seniority levels, and companies. LinkedIn's algorithm drifts. Weekly audits catch waste before it compounds.

Thought Leader Ads Strategy

TLAs from real executives consistently outperform standard Sponsored Content - 1.7x higher CTR at significantly lower CPC. We build a TLA content strategy around your team's expertise and your buyers' pain points.

Phase-Based Bidding

Week 1: automated bidding to collect baseline data. Week 2+: switch to manual bidding at -20% of the automated CPC. This typically reduces cost per click by 15-25% once you have enough data to bid confidently.

Cross-Channel Remarketing

LinkedIn traffic feeds Meta and Google retargeting audiences. One expensive LinkedIn click creates weeks of cheap impressions across other platforms. Your investment compounds instead of expiring.

ABM-Ready Architecture

Company list targeting with segmented campaigns by account tier. Upload your dream 100 accounts, your Tier 2 list, your cold email TAM - each gets different messaging, budgets, and creative. Not just broad industry targeting.

Audience Expansion - the hidden budget drain: LinkedIn enables Audience Expansion by default on every campaign. This quietly shows your ads to people outside your targeting criteria. We disable it on day one and keep it off. If your current campaigns have it enabled, you're almost certainly paying for impressions outside your ICP right now.
See what's included
What You Get

Full-Service LinkedIn Ads Management

Setup & Strategy

Full-funnel campaign architecture (TOF, MOF, BOF)
Audience targeting and sizing
Ad format selection and creative strategy
Thought Leader Ads content strategy
Bidding strategy and phase-based plan
Conversion tracking and UTM setup

Ongoing Management

Weekly demographic audits
Audience penetration monitoring
Creative rotation and A/B testing
Lead quality analysis
Cross-platform audience sync (Meta, Google)
Monthly strategy call with detailed reporting

Works Even Better With

Google Ads Management

LinkedIn visitors become Google Display and YouTube retargeting audiences. Search ads capture prospects who research your brand after seeing you on LinkedIn.

Meta Ads Management

Facebook and Instagram retargeting at $5-12 CPMs lets you stay in front of LinkedIn-sourced audiences at a fraction of the cost. Maximum frequency, minimum spend.

Nurture Engine

LinkedIn leads who aren't ready to buy enter automated nurture sequences. Lead scoring determines when to increase ad frequency and when to send to sales.

Frequently Asked Questions

Isn't LinkedIn too expensive for us?
LinkedIn is the most expensive B2B ad platform - $33-65 CPMs and $8-22+ CPCs. That's exactly why methodology matters more here than on any other channel. Our approach focuses every dollar on your actual ICP through weekly demographic audits, Audience Expansion disabled by default, and audience penetration tracking. We also use Thought Leader Ads (TLAs), which consistently deliver 1.7x higher CTR and CPCs as low as $4.14 - roughly half the cost of standard Sponsored Content. And cross-channel retargeting means LinkedIn visitors get remarketed on Meta and Google at a fraction of the cost, so you extract maximum value from every LinkedIn click.
What makes your approach different from other agencies?
Most agencies run LinkedIn like Display - broad targeting, awareness campaigns, generic reporting. We run it like a system. Full-funnel architecture (TOF, MOF, BOF), weekly demographic audits to cut irrelevant spend, audience penetration tracking to know when you've saturated a segment, phase-based bidding that starts automated and switches to manual once we have data, and cross-channel remarketing that turns expensive LinkedIn clicks into cheap Meta/Google impressions. Every decision is data-driven, not gut feel.
What budget do we need for LinkedIn Ads?
$500-$1,000/month gets you started with 1-2 campaigns - enough to test messaging and targeting on a single audience segment. $2,500-$5,000/month allows a proper full-funnel setup with TOF awareness, MOF retargeting, and BOF lead gen running simultaneously. $10,000+/month enables full-funnel plus ABM with company list targeting and segmented campaigns by account tier. We'll recommend the right level based on your audience size and goals.
How does this connect to our other campaigns?
LinkedIn doesn't exist in a silo. LinkedIn website visitors become retargeting audiences on Meta and Google - where CPMs are 5-10x cheaper. Cold email prospect lists can be matched on LinkedIn for targeted awareness. Lead scores from our nurture engine determine remarketing intensity. And if a prospect sees your executive's Thought Leader Ad on LinkedIn, then gets your cold email the next week, response rates go up across the board. It's a system, not a collection of separate channels.
What results should we expect and when?
We frame expectations around industry benchmarks, not promises. A good LinkedIn campaign targets 0.4-0.65% CTR on Sponsored Content (higher with TLAs), $25-75 cost per lead depending on your market, and 35%+ audience penetration within the first quarter. Month 1 is setup and initial data collection. Months 2-3 are optimization - cutting waste, testing creative, refining audiences. Months 3-6 is when the system compounds: retargeting pools build, cross-channel effects kick in, and cost per qualified lead starts dropping. LinkedIn is a longer game than Search - plan for 3-6 months to see the full picture.

LinkedIn Is Where Your Buyers Spend Their Work Day. Make Sure They See You.

Your decision-makers are scrolling LinkedIn every morning. The question isn't whether to be there - it's whether your ads are reaching the right people, at the right stage, with the right message. Book a strategy call and we'll map out a full-funnel LinkedIn program for your ICP.

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