LinkedIn Ads

Gain new leads with LinkedIn’s paid campaigns

Having an established presence on LinkedIn is very most for all B2B companies. Linkedin enables to precisely target professionals of any sector through its innovative ads platform. Thanks our 17 years of experience in digital marketing, we can help you create an effective Linkedin company profile and paid ad campaigns to achieve your goals.

The main advantage of Linkedin is its precise target profiling, based on:

• Place of residence or work

• Current company and role

• Past education

• Job description & activities
  

LinkedIn is the world’s largest professional network, therefore offers significant opportunities in terms of new prospects and partners who may be interested in your business.

Exactly as for other social media platforms, however, having a company page is not enough. It is instead necessary to create a marketing strategy and an editorial calendar to keep the page active, in addition to managing paid ad campaigns.

Thanks to a proven strategy for this social network, it is possible to:

• Generate traffic for your company’s website

• Boost your visibility and brand awareness

• Learn more about your target customers

• Generate new contacts and leads
  

LinkedIn Campaign Manager

Mintense has significant experience in creating and managing LinkedIn paid campaigns. We can structure for you campaigns based on five main tools:

Text Ads - The simplest and most cost-effective option,  although potentially less functional, with ads formed by text, images and a title. With this type of ads we will promote your company to potentially interested contacts.

InMail Message - Very similar to e-mail marketing, this option allows you to send sponsored message to your active LinkedIn contacts. Thanks to precise targeting, personalised content creation and e-mailing to a segmented audience, we will help you get in contact with new prospects.

Sponsored Content - Publishing and sponsoring of content that will appear in the newsfeeds of your target audience (even if they are not your followers).

Dynamic Ads - Ads whose content is generated dynamically, based on audience profiles and activity. These ads can contain text, images and a “call to action” customised to the relevant target.

Display Ads - This option allows to insert both audio and video elements, in addition to images and text, giving you the possibility of appearing on LinkedIn’s high-traffic pages. With this kind of ads it is possible to reach a wide audience, without the need for segmentation.

LinkedIn Sales Navigator

To allow to conduct sales activity in the best manner, there is another tool on LinkedIn which we can help you use: Sales Navigator Professional. With this tool you can”

• Find potential clients and accounts in your target market

• Find real-time information to approach potential clients

• Build reliable relations with existing and potential clients

Mintense will help you in the process of defining targets, objectives, and tactics to use. As this is a tool reserved for LinkedIn Premium members, it is necessary to engage in a well-planned social selling strategy.

LinkedIn Recruiter

LinkedIn not only helps you expand your client base, but is a perfect platform for recruiting. Thanks to its precise targeting and profiling capabilities, it is easy to find and recruit the perfect professional for your company.

We can help you in your recruiting campaigns, creating focused strategies revolving around personalised InMail message. Furthermore, we will assist you in using LinkedIn Recruiter, the platform’s solution that allows you to search hundreds of million of professionals around the world, contact them and ultimately hire them.

How precise can LinkedIn targeting actually get?

You can build an audience from job function, seniority, job title, skills, company size, industry and named company lists. The trap is job title: titles vary between organisations, so a list of them misses the person you want and includes several you do not. Job function combined with seniority describes a decision maker more reliably and keeps the audience large enough to deliver.

Company level targeting is where LinkedIn separates itself. You can upload the accounts you want to sell to and speak only to them, or exclude existing customers so the budget goes on new business. For a company selling across Europe, the same list can be split by country so each market gets the message in its own language.

Lead Gen Forms or your own landing page?

Lead Gen Forms open inside LinkedIn and arrive prefilled from the member's profile, so more people finish them and the cost per lead drops noticeably. The trade-off is that completing one takes seconds, so some of those enquiries have been considered for seconds too.

A landing page asks more of the visitor, filters harder and gives you room to explain a considered purchase. We tend to use forms for a guide, a webinar or a first conversation, and a landing page when the buyer has to understand a technical proposition first. Whichever route your LinkedIn lead generation takes, the leads must reach your CRM immediately: a form completed on Monday and followed up on Thursday has gone cold.

What are Matched Audiences and why do they matter here?

Matched Audiences are the audiences you bring rather than the ones you buy: website visitors captured by the LinkedIn Insight Tag, contact lists, company lists, and people who have opened one of your forms. Where every click is expensive, speaking again to somebody who has already shown an interest is the most effective way to keep the cost of a lead sensible.

They also make sequencing possible: one campaign introduces your proposition to a list of target accounts, the next follows up only with those who engaged. Exclusions matter just as much, so existing customers and anyone who has already converted stop seeing the same advert.

Why is the cost per click higher on LinkedIn, and what should you measure instead?

You are paying for precision. The auction competes for a small, well defined group of professionals, and a click on LinkedIn costs considerably more than the equivalent click on a consumer platform. That is what access to a named job function inside a named company costs.

It does change what is worth measuring. Cost per click and click through rate tell you little here. What matters is the cost per qualified lead, how many of those leads your sales team accepts, and how much pipeline they produce. Because B2B cycles are long, judging a campaign on its first fortnight gives you the wrong answer, so we agree before launch what a qualified lead looks like and who inside your business confirms it.

FAQ, LinkedIn Ads and B2B lead generation

What is a realistic budget for LinkedIn Ads?

LinkedIn sets a minimum daily spend for each campaign, and because clicks cost more than on consumer platforms, a budget that would be reasonable on Meta buys very little here. The honest way to size it is backwards, from the value of one new client. If a single contract is worth a great deal to you in pounds, a higher cost per lead is easily justified. If it is not, another channel will serve you better.

How long before LinkedIn campaigns produce leads?

First enquiries can arrive within a few weeks, but the meaningful assessment comes later, because B2B buying cycles are long and the people you target rarely act on a first exposure. Plan for at least a full quarter before judging the channel, and track what happens to each lead afterwards rather than stopping at the form. Nobody can guarantee a number of leads by a given date, whatever the pitch says.

Which LinkedIn ad format should you start with?

For most B2B companies, Sponsored Content in the feed is the sensible starting point, because it reaches your target audience whether or not they follow your page and gives you room to say something useful. Message ads delivered to the inbox work best once there is some recognition of your name. Starting with several formats at once splits a limited budget and makes it much harder to see which one is actually working.

Do you need a company page before you can advertise?

Yes. Sponsored Content is published from a company page, so the page has to exist and it has to be worth visiting, because a good proportion of the people who see your advert will click the company name before they look at the offer. That means a clear description of what you do, a current logo and cover image, and recent posts. Setting the page up properly is part of the work, not an extra.

Are LinkedIn leads better quality than leads from other channels?

They are usually more relevant, which is not quite the same as better. You can be confident the person holds the role and works at the company you targeted, and that is true nowhere else, but a prefilled form is quick to complete and some respondents are merely curious. Quality follows the offer: a technical guide attracts researchers, a demonstration or a consultation attracts buyers. Score the leads with your sales team and let that steer the offer.

Can you run LinkedIn campaigns across several European countries?

Yes, and it is one of the main reasons companies come to us. Campaigns can be split by country so that targeting, budget and language are handled separately, with adverts written in the local language rather than translated literally. The Mintense team works across 16 languages from offices in London, Verona and Lille, which means your copy is reviewed by somebody who sells in that market, not only by a translator.