LinkedIn Ads Built for B2B Pipeline, Not Just Impressions
LinkedIn is the only advertising platform where you can target by job title, company size, industry, and seniority — making it the most powerful channel for B2B lead generation. But LinkedIn Ads are expensive if you're not running them properly. We make every dollar count.
What Is LinkedIn Advertising?
LinkedIn advertising allows businesses to reach professional audiences through paid campaigns on the LinkedIn platform. With over 14 million Australian members, LinkedIn offers targeting capabilities unavailable on any other platform — job title, company name, company size, industry, seniority level, skills, and group membership. This makes it the primary paid channel for B2B marketers targeting decision-makers, particularly for high-value products and services with longer sales cycles.
Our LinkedIn Ads Services
Campaign Strategy & Account Structure
We build LinkedIn campaigns around your sales pipeline, not vanity metrics:
- Target audience mapping by job title, industry, company size, and seniority
- Full-funnel campaign structure (awareness → consideration → conversion)
- Budget allocation strategy (LinkedIn CPCs are higher, so precision matters)
- Conversion tracking and CRM integration for pipeline attribution
Ad Formats We Manage
Sponsored Content (Single Image & Carousel): Native ads that appear in the LinkedIn feed. Best for thought leadership, content promotion, and lead generation.
Sponsored Messaging (InMail): Direct messages to prospects' LinkedIn inboxes. Effective for event promotion, exclusive offers, and personalised outreach at scale.
Lead Gen Forms: Pre-filled forms that capture leads without leaving LinkedIn. Higher conversion rates than landing pages because LinkedIn auto-fills contact details.
Document Ads: Share PDFs, whitepapers, and reports directly in the feed. Users can preview content before submitting their details.
Video Ads: Video content in the LinkedIn feed for brand awareness, product demos, and customer stories.
Text & Dynamic Ads: Cost-effective formats for driving website traffic and follower growth.
Audience Building & Targeting
LinkedIn's targeting is its superpower. We build audience segments using:
- Job title targeting — reach specific decision-makers (e.g., "Head of Marketing," "CFO," "IT Director")
- Company targeting — target specific companies by name, size, industry, or growth rate
- Matched audiences — retarget website visitors, upload email lists, target company lists
- Lookalike audiences — expand reach to professionals similar to your best customers
- Account-Based Marketing (ABM) — upload target account lists and run personalised campaigns
Creative & Copy
LinkedIn creative requires a different approach to Meta or TikTok. We develop:
- Professional but scroll-stopping creative that earns attention in a business context
- Ad copy that speaks to professional pain points and outcomes
- Content offers (whitepapers, guides, webinars) that generate leads
- Social proof and authority signals appropriate for B2B audiences
Optimisation & Reporting
- Bid management and budget pacing
- Audience refinement based on engagement and conversion data
- Creative testing (formats, messaging, offers)
- Monthly reporting tied to leads, pipeline value, and sales outcomes
- LinkedIn Insight Tag and conversion tracking management
LinkedIn Ads Pricing Reality
LinkedIn is the most expensive social advertising platform. CPCs typically range from $5–$15 AUD, compared to $1–$3 on Meta. This means:
- Precision targeting is critical — broad audiences waste budget fast
- Your offer and creative must convert at higher rates to justify the cost
- Lead quality (not quantity) is the metric that matters
- Integration with your sales process is essential to measure true ROI
We're transparent about this because the wrong approach to LinkedIn Ads burns budget quickly. The right approach delivers high-quality leads that close at higher rates than any other paid channel.
Who Should Use LinkedIn Ads?
LinkedIn Ads work best for:
- B2B businesses selling to other companies
- High-value services with deal sizes above $5,000
- Professional services targeting specific roles or industries
- SaaS companies targeting business buyers
- Recruitment targeting passive candidates
- Event promotion for professional audiences
If your average deal value is under $2,000 and your sales cycle is short, Meta Ads or Google Ads will likely deliver better ROI.
LinkedIn Ads as Part of Your B2B Strategy
LinkedIn Ads work best as part of a connected B2B marketing strategy:
- SEO captures organic search demand from decision-makers researching solutions
- Google Ads captures high-intent search queries
- Email marketing nurtures LinkedIn-generated leads through the sales cycle
- Content strategy creates the assets that make LinkedIn lead gen campaigns effective
Start Generating B2B Pipeline From LinkedIn
Book a free LinkedIn Ads consultation. We'll review your target audience, assess whether LinkedIn is the right channel, and map out a strategy tied to your pipeline targets.
Frequently Asked Questions
How much do LinkedIn Ads cost in Australia?
LinkedIn Ads are the most expensive social platform. CPCs in Australia typically range from $5–$15, CPMs from $30–$80, and cost per lead from $50–$200+ depending on targeting and offer. The higher cost is justified by lead quality — LinkedIn leads typically convert at higher rates because you're targeting by job title, company, and seniority.
What is a good conversion rate for LinkedIn Ads?
LinkedIn Lead Gen Forms typically convert at 10–15% (higher than website landing pages) because LinkedIn pre-fills the form with the user's profile data. Website conversion rates from LinkedIn traffic typically range from 2–5%. The most important metric isn't conversion rate — it's cost per qualified lead and pipeline value generated.
How many leads can I expect from LinkedIn Ads?
Lead volume depends on your budget, targeting, and offer. As a rough guide, with a $3,000–$5,000/month ad spend and a $50–$150 cost per lead, you can expect 20–100 leads per month. The quality of those leads (and the percentage that convert to pipeline) depends on targeting precision and offer relevance.
Should I use LinkedIn Lead Gen Forms or send traffic to my website?
Lead Gen Forms typically generate 2–3x more leads at a lower cost per lead because they're pre-filled and frictionless. However, website landing pages give you more control over the lead experience and often produce higher-quality leads because the prospect has invested more effort. We typically test both and allocate budget to what performs best.