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LinkedIn Ads targeting
B2B teams whose LinkedIn campaigns reach too many irrelevant people, or who have never built audiences from CRM data.
LinkedIn Ads built around your ideal customer profile and measured on pipeline
In short
PlanConversion manages LinkedIn Ads for enterprise and SaaS B2B teams. We build campaigns on company lists, job functions and seniority, run native ABM and retargeting, use lead gen forms, message ads and document ads where they fit, and connect results to HubSpot or Salesforce so you see meetings, opportunities and pipeline rather than clicks.
Measured by: Target accounts engaged, meetings and pipeline from LinkedIn, by campaign
Last updated
Clients
The problem
What usually goes wrong
Reach is wide, fit is poor
Broad job-title targeting buys impressions from people who will never sign or influence a deal, so cost per qualified lead stays high.
Leads arrive without context
Form fills reach sales with no account tier, no buying role and no history of what the person saw, so follow-up is slow and generic.
Reporting ends at the click
LinkedIn shows leads and cost per lead. It does not show which campaigns created meetings and revenue unless the CRM is connected.
One format is used for everything
Teams run single-image ads to cold audiences and never use retargeting, documents, messages or video to move accounts down the funnel.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Define the audience from the CRM
Start from won deals, target account lists and buying-committee roles. Build matched company and contact audiences and exclude customers, partners, competitors and open opportunities.
Match format to funnel stage
Use thought leadership and video to build awareness, document ads and lead gen forms for consideration, and message ads and retargeting for accounts already showing interest.
Connect LinkedIn to the CRM
Pass campaign data, form fields and conversions into HubSpot or Salesforce, so each lead carries source, account and campaign context.
Review weekly against pipeline
Move budget by account engagement, meetings and opportunities. Rotate creative before fatigue and cut audiences that produce clicks without sales conversations.
Deliverables
What you get
Targeting and audiences
Company lists, job function, seniority, skills, groups and lookalike or predictive audiences, with exclusions that protect budget.
Native ABM
Account-list campaigns by tier, with account-level engagement reporting and sales alerts.
Retargeting
Website, video, document, event and lead form audiences with sequenced follow-up by what each person engaged with.
Lead gen forms
Pre-filled forms with the right fields, offers and CRM routing, plus a plan for lead quality.
Conversation and message ads
Message ads for event invitations, demos and content, written for senior buyers and sent within LinkedIn rules.
Document and thought leader ads
Gated and ungated documents, executive-led posts and video that build trust before a sales call.
Measurement
Conversions API, offline conversion import and revenue attribution tied to meetings, opportunities and pipeline.
A good fit when you have
- Enterprise and mid-market B2B teams with a defined ICP
- SaaS companies selling to buying committees with long cycles
- Teams with a CRM and sales follow-up ready for new demand
Programs
Ways to work with us on linkedin ads
LinkedIn native ABM
Enterprise and SaaS teams with a named account list who want ABM before, or alongside, Demandbase or 6sense.
LinkedIn retargeting
Teams with website traffic, video views or content engagement that is not being followed up in a structured way.
LinkedIn lead gen forms
Teams who get LinkedIn leads that sales ignores, or who want a lower-friction way to offer demos and gated content.
LinkedIn conversation and message ads
Teams with a specific offer, such as an event, executive briefing or demo, and a defined senior audience.
LinkedIn document ads
Teams with useful content, such as a benchmark, playbook, framework or buyer guide, that buyers in the ICP would read.
LinkedIn thought leader ads
Enterprise teams with credible leaders and experts, and long cycles where trust matters before a first meeting.
LinkedIn Ads for enterprise and SaaS
Enterprise and SaaS marketing and revenue leaders deciding how much of their budget LinkedIn should take, and for what.
LinkedIn Ads measurement and CRM integration
Teams that cannot say which LinkedIn campaigns create pipeline, or whose LinkedIn and CRM numbers do not match.
Credentials
Demandbase partner. 6sense for 5+ large enterprises.
DemandbaseStrategic partnerWe operate Demandbase end to end: setup, account strategy, campaigns, sales alignment and attribution.6sense5+ enterprise implementationsImplemented 6sense for at least five large enterprises, from data and integrations to orchestrations and reporting.HubSpot and SalesforceCRM and attributionLifecycle, routing, scoring and pipeline reporting in the CRM your sales team already uses.ClaudeAI implementationShared knowledge, agents and automated workflows for marketing and revenue teams.
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Pricing
LinkedIn Ads is a platform under our paid media retainers: up to $25K ad spend $2,550 per month; $25K to $50K $3,825; $50K to $100K $5,100; $100K and up custom. One-time setup $1,750. These figures cover your first platform; each additional platform, such as Google Ads, has its own setup and monthly management fee, quoted in your proposal. You pay LinkedIn directly. See all pricing
Your team
Who runs your linkedin ads program
Paid Media Specialist and Account Manager
Runs day-to-day paid media and client communication: budgets, audiences, weekly optimization and reporting.
Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedIn
Senior Graphic Designer and UX/UI Designer
Designs landing pages, ad creative and site experiences built around conversion and clear proof.
Insights
Read before you decide
LinkedIn ads exclusions: why targeting alone does not keep the wrong people out
Why B2B LinkedIn campaigns leak spend to the wrong audiences and how exclusions fix it: company, job title, seniority and industry exclusions, audience network, existing customers and competitors.
LinkedIn lead gen forms vs landing pages: why the form usually wins and when it does not
When LinkedIn lead gen forms beat landing pages for B2B, why pre-filled forms convert, the lead quality trap and how to test both against pipeline.
Testing LinkedIn ads: audiences, creative and offers without fooling yourself
A testing method for B2B LinkedIn ads: test audiences, creative and offers one variable at a time, set decision rules, judge on pipeline and avoid noisy small-sample conclusions.
LinkedIn ads budget and bidding for B2B: how to spend without waste
How to set LinkedIn ads budgets and bids for B2B: match budget to audience size and sales cycle, choose objectives and bid strategy, pace spend and decide when to cut or scale.
LinkedIn ads reporting: connecting spend to pipeline and revenue
How to report LinkedIn ads on pipeline and revenue: pass campaign data to the CRM, use offline conversions, report by account and stage and avoid vanity metrics.
LinkedIn ad creative testing for B2B: hooks, formats and proof that earn the click
How to test LinkedIn ad creative in B2B: what to vary, how to structure variants, how to read results and how to avoid creative fatigue.
Free tools
Size the opportunity before you call us
A/B test sample size and duration calculator
How long will your test take, and is your traffic enough?
Open the tool →CRO revenue impact calculator
What a conversion lift is worth in pipeline and revenue.
Open the tool →Attribution model simulator
See how one deal’s credit shifts across five attribution models.
Open the tool →Tracking signal loss estimator
How many paid conversions your ad platforms cannot see.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →FAQ
LinkedIn Ads: common questions
Related services
Is LinkedIn Ads worth it for enterprise B2B?
It is often the best-fit channel when you sell to named accounts and specific roles, because you can target by company, function and seniority. It costs more per click than most channels, so it pays off only when the audience is tight, the offer is relevant and sales follows up. We judge it on meetings and pipeline, not click cost.
Which LinkedIn formats do you use?
Single image, video, document, thought leader, lead gen form, message and retargeting campaigns. The mix depends on funnel stage, account tier and what your sales team can handle.
Can LinkedIn support account-based marketing without Demandbase or 6sense?
Yes. Company list targeting, matched audiences and company engagement reporting give a native ABM program. Many teams start there and add Demandbase or 6sense when they need account-level intent and orchestration across channels.
How do you connect LinkedIn to HubSpot or Salesforce?
Through lead gen form integrations, the Conversions API, UTM governance and offline conversion import. The aim is that every lead and opportunity shows its LinkedIn campaign, so reporting reaches revenue.
Who pays LinkedIn?
You do, directly. You own the ad account and keep the data. Our fee is a flat retainer.
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