Reach the decision-maker.
Senior-led LinkedIn advertising for B2B, targeting by role, seniority and company, with lead quality tracked into your CRM so spend is judged on pipeline rather than cost per lead.
Precise targeting, loose measurement.
LinkedIn is the platform where you can target a buyer by job title, seniority, company and industry, which is why B2B budgets end up there. It is also where accounts most often optimise to the cheapest lead form, filling the CRM with names that never become meetings.
The work ties LinkedIn to the outcome. Lead Gen Forms or your own landing pages feed the CRM, the Conversions API sends back which leads became opportunities, and campaigns are judged on the pipeline they produce. Thought Leader Ads put a named person's posts in front of the accounts you want to reach, where a person's voice suits the sale better than a company page.
What a LinkedIn advertising engagement covers.
- Role, seniority and company targeting
- Accelerate campaigns, LinkedIn's automated option, tested against manual
- Account lists and Matched Audiences
- Lead Gen Forms with CRM sync
- LinkedIn Insight Tag and Conversions API
- Thought Leader Ads
- Document and video ads
- BrandLink video ads, where your account has access
- Lead quality and pipeline reporting
Judged on the leads sales accepts.
One senior operator owns targeting, creative and measurement together, so the audience is narrowed to the people who buy and the reporting follows each lead into your sales process.
Budget is judged on cost per qualified opportunity, the leads your sales team accepts, rather than cost per form fill. Where LinkedIn does not produce pipeline at a cost the business wants, the budget moves to where it does.
Run with lead-to-CRM attribution, so each enquiry carries the campaign that produced it into your sales process.
LinkedIn Ads questions.
Is LinkedIn worth it for a smaller B2B firm?
It can be, if your buyers are reachable by role or company and one new client is worth enough to justify the cost of reaching them. Where they are not, the budget goes to Google or Microsoft search instead. The mix follows the evidence.
Lead Gen Forms or our own landing page?
Both have a place. Lead Gen Forms are quicker for the buyer and tend to produce more leads; a landing page asks more of them and can produce fewer, better ones. Both are tested and judged on which leads your sales team accepts.
What are Thought Leader Ads?
Ads that promote posts from a person, such as a founder or partner, rather than from the company page. They suit sales where buyers want to know who they would be working with, and they carry the same targeting as any other LinkedIn campaign.
What are Accelerate and BrandLink?
Accelerate is LinkedIn's automated campaign type: it builds targeting and creative from your goal and adjusts them as it runs, so it depends on the conversion data sent back to it. BrandLink runs your video ads before videos from publishers and creators on LinkedIn, and LinkedIn opened it in Campaign Manager to some advertisers in 2026. Both are tested against a manually built campaign before they take the budget.
One budget, every platform.
Each platform is run inside one paid media plan, held by the same senior practitioner, so budget moves to wherever a customer is won most profitably. How the paid media practice works.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me what you run on LinkedIn Ads today, or are thinking of starting, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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