ADVERTISING
AI in ad campaigns: what to automate and which decisions to keep under control
Advertising platforms already automate bidding, audiences, placements and part of the creative. It makes sense to delegate to AI whatever requires…
- IT COSTS MORE
- And that's fine, if a customer is worth tens of thousands of euros
- WHO IT REACHES
- Chosen by job title, industry, size and company name
- PATIENCE REQUIRED
- When you sell to businesses, purchases take months
IN SHORT
LinkedIn Ads reaches professionals, managers and the people who make decisions in companies. You choose the audience by job title, company and industry, with a precision no other channel offers. Clicks cost more, and they pay off when the whole journey is ready: solid content, consistent landing pages, a follow-up after the first contact. It's the channel for companies selling to other businesses, and it also works for training and high-end services.
Talking to decision-makers
FEW PEOPLE, BUT THE RIGHT ONES
01
The audience
Who will see the ad: your lists, lookalikes, interests, people who have already visited you.
02
The creative
The vertical format is the message. We produce variants and pit them against each other.
03
The test
Every two weeks we switch off what isn’t delivering and move the budget to where it works.
What’s included
WHAT WE DO,
IN PRACTICE
01
An audience chosen by job title and company
Job function, seniority, industry, company size, lists of specific companies. You reach the right people and waste very little.
02
The formats LinkedIn offers
Sponsored content, video, carousels, messages and forms to collect leads without leaving LinkedIn.
03
Content worth the price of the click
Guides, case studies, data. LinkedIn ads pay off when they promote something that deserves the click.
04
What happens after the click
Consistent landing pages and nurturing sequences to follow up with leads who take months to decide.
Reaching only the people who matter
LinkedIn is the largest professional network in the world, and its advertising lets you reach only the people you want to create business opportunities with: by job title, seniority, industry and company. We set clear, measurable goals, study the audience with demographic and behavioural data and manage the budget looking for the right balance between efficiency and responsiveness.
The work continues after the click. People buying for a company take months to decide, and the value of a LinkedIn campaign depends on what happens next. That’s why we connect it to lead nurturing and the CRM.
How we work
HOW TO REACH THE PERSON WHO SIGNS THE CONTRACT
STEP 01 OF 04
01
We define the list
Job titles, industries, company sizes. We often end up with just a few thousand people across a whole country, and that's exactly what we want.
02
We offer something of value
A guide, a comparison, a calculation. No purchasing manager leaves their details for a brochure. And the form inside LinkedIn works better than an external page.
03
We build the sequence
First get known, then ask. People who watched the video or visited the website see the next message.
04
We measure in the CRM
The cost of a lead on LinkedIn is scary until you compare it with the value of a closed customer. That's the number to watch.
WHAT WE WORK WITH
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We did it for
THE PROJECTS WHERE
WE DID IT
Better said up front
WHEN WE ADVISE AGAINST LINKEDIN ADS
NO
The monthly budget is small
With clicks this expensive, below a certain threshold you can't gather enough data to see what works.
NO
You sell to consumers
If people aren't buying for work, you pay a premium to reach them. Meta costs much less.
NO
There's nobody to call people back
A business lead who waits three days is a lost lead. The first thing to fix is the organisation.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
How do LinkedIn Ads work?
They're paid ads inside LinkedIn, which you can show based on job title, seniority, industry, company size or a list of specific companies. Clicks cost more than on other social networks, but you won't find an audience this well selected anywhere else.
How much does LinkedIn Ads cost?
More than other social networks: clicks are expensive and minimum daily budgets are higher. In return, the leads are of higher quality. You can pay per click or per thousand impressions, and we choose the most cost-effective option based on your goal.
Which industries benefit most?
Technology, manufacturing, training, professional services, healthcare. In general, anywhere a lead is worth enough to justify the cost and selling means talking to the right person.
We’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
STRATEGY & DATA
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WHAT IS A NEW CUSTOMER
WORTH TO YOU?
From that number, in half an hour, you can tell whether LinkedIn makes sense or not. It's the first question we ask.