LinkedIn Ads

The only platform where job title is a targeting parameter.

LinkedIn is expensive — €40–€120 CPC isn't unusual. It earns that price for one reason: you can genuinely put an ad in front of a VP of Engineering at a 500-person SaaS company. Nowhere else does that at scale.

Account-based audience builder

Layered precision

Industry

AND

Software

Financial Services

Manufacturing

Retail

Healthcare

Job Title

AND

VP Marketing

Head of Growth

Marketing Director

CMO

Seniority

AND

Director

CXO

Senior

Company Size

AND

51–200

201–500

501–1k

1k–5k

Audience size · live

Recalculating

142,000

matching profiles on LinkedIn

Est. CPL

€80

Daily reach

~789

Weekly

~4733

The LinkedIn B2B funnel

A long funnel at high prices.

LinkedIn doesn't convert on first impression for most B2B. We build a 3-layer funnel — each layer with different creative, different offer, different measurement.

Awareness

40% budget

Thought leadership · Sponsored content · Video insights

Insight article, data report, category benchmark

Goal

Reach + engagement

Lead Gen

35% budget

Gated content · Webinars · Playbooks

Ungated LinkedIn Lead Gen Forms (pre-filled from profile)

Goal

MQL capture

Consideration

18% budget

Case studies · Demo invites · Comparison guides

Relevant case study, product walkthrough video

Goal

Sales-ready opportunity

Conversion

7% budget

Direct offers · Trial activations · Retargeting

Time-limited trial, bespoke discovery call, strategy session

Goal

Closed won

Budget split is a starting ratio. We adjust based on your sales cycle length, existing brand awareness, and which stage leaks worst.

Ad formats · what we use when

Six LinkedIn ad formats, each with a specific job.

Single Image Sponsored Content

€50–€150

Default format · Works for awareness, leadgen, most objectives

Video Sponsored Content

€40–€100 CPL

Thought leadership, webinar promo, product demos under 60s

Carousel Ads

€60–€180 CPL

Multi-product, multi-feature, or step-by-step value explanations

Message Ads (InMail)

€80–€250 CPL

Executive-level, high-value offers. Sent direct to inbox. Expensive but high intent.

Conversation Ads

€70–€200 CPL

Interactive InMail — branching options. Works for webinar RSVPs, demo invites.

Document Ads

€30–€90 CPL

Native in-feed PDF reader — whitepapers, reports. Surprisingly high engagement.

Matched audiences · ABM territory

Uploaded account lists beat demographic targeting.

LinkedIn's most under-utilised feature is Matched Audiences — upload a CSV of target companies, target domains, or even target contacts, and only show ads to them. This is where ABM actually happens.

Account lists

Upload up to 300,000 company names or domains. LinkedIn matches ~60–85%. Run ads only to those companies' employees meeting job-title criteria.

Best: 500–3000 target accounts

Contact lists

Upload emails of known decision-makers from your CRM. LinkedIn matches to their profiles. Ideal for reactivating stalled pipeline or pre-event warming.

Best: 1000+ matched contacts

Website retargeting

LinkedIn Insight Tag on your site captures visitors. Segment by page (pricing, demo, high-value content) and run sequential ad journeys.

Best: 1000+ monthly B2B visitors

Engagement retargeting

Retarget people who engaged with your LinkedIn posts, videos watched, Lead Gen Form opens. Warm pool from content investment.

Best: Established content cadence

Company page engagement

Target followers and engagers of your LinkedIn Page — valuable for brand-aware audiences. Low CPA vs cold targeting.

Best: 1000+ page followers

Lookalike audiences

From your uploaded lists, create LAL expanded to similar companies/profiles. Useful when target account list is small.

Best: LAL source >300 members

Before you spend

Budget minimums and expectation setting.

LinkedIn's actual minimums (not just what the platform says)

€3,000

per month

Minimum for meaningful signal on awareness + lead gen combined

€10–€50

CPC range

Industry dependent. Technology and finance run highest.

€80–€400

CPL range

Compared to Google Search's €20–€120 for equivalent B2B keywords.

LinkedIn costs more because it works better for specific things

For 100,000+ AOV B2B SaaS, €300 CPL is a bargain. For €5k consulting retainers, often impossible to justify. We qualify the economics before starting.

CTRs are lower than Meta and that's fine

LinkedIn CTRs of 0.4–0.8% are normal. Meta's are 1.5–3%. Don't benchmark one against the other — different platforms, different behaviour, different value per click.

The best LinkedIn ads don't look like ads

First-person founder stories, observations from the field, genuine POVs — beat polished corporate creative consistently. We lean into that.

Frequently asked

LinkedIn Ads questions.

Honestly, no — not for most B2B use cases. Under €3k/month you'll struggle to generate enough leads for Meta to optimise, CPLs won't stabilise, and conclusions you draw will be noise. We'd either recommend consolidating into fewer, tighter campaigns — or prioritising Google Search + Meta first.

You need one to run ads at all. But it doesn't need to be actively posted to — though a Page with recent activity significantly improves ad CTR. For brands with dormant pages, we typically recommend 1–2 posts per week organically alongside paid.

For quantity, yes — 2–3× lower CPL than website leads on LinkedIn. For quality, mixed — pre-filled from profiles means some leads haven't really committed. We recommend LGFs for MQL volume, website-leads for sales-accepted-lead tighter measurement.

Badly. The platform is genuinely optimised for B2B. Consumer brands see CPAs 4–10× higher than Meta. Exception: high-ticket consumer purchases (luxury real estate, high-end cars, executive coaching) where targeting professional audience is genuinely valuable.

Related services

B2B paid channels

Google Ads

B2B Search campaigns

Remarketing Campaigns

Cross-channel retargeting

Meta Ads

B2B-crossover consumer reach

Precision targeting earned its premium.

Share your ICP and target account list. We'll build the LinkedIn audience structure, estimate reach and CPL at your budget, and tell you honestly whether LinkedIn should be primary or supporting channel for your growth plan.