LinkedIn Ads
LinkedIn Ads management for UK companies that need pipeline, not impressions among the right job titles
LinkedIn is the only platform where a buying committee can be named by title, seniority, company size and industry. It is also the most expensive click in paid media, which means the offer, the measurement and the follow-up matter more than anywhere else.
Where LinkedIn Ads budgets go wrong
The targeting is so precise that it hides the real problem: a £10 click on a decision-maker who downloads a whitepaper and never speaks to sales is still £10 spent on nothing. Most LinkedIn accounts I review report hundreds of leads and a sales team that cannot find one worth calling. Three causes recur.
- The offer is a PDF. Gated content generates form fills from people doing research, not people buying. The offer has to be something a buyer with a problem would want this quarter.
- Measurement stops at the form. Without lead stages flowing back from the CRM, LinkedIn optimises towards the cheapest form fill, which is the least qualified one.
- Audiences too broad or too narrow. Broad enough to spend, narrow enough to matter: usually a named account list or a tight firmographic definition, layered with title or function, with exclusions for current customers, competitors and your own staff.
What management includes
- Audience architecture. Account lists from your CRM and intent data where you have it, firmographic and title definitions for the rest, exclusions maintained, matched audiences refreshed monthly.
- Offer and creative. Offers built for a buyer with a problem: assessments, benchmarks, working sessions, product-led demos. Document ads, single image, video and conversation ads tested against each other with a proper control.
- Measurement to pipeline. Insight Tag and Conversions API, lead gen forms or landing pages pushed into HubSpot, Salesforce or Pipedrive with campaign data attached, offline conversions uploaded so LinkedIn optimises towards qualified opportunities. See conversion tracking.
- Bidding and frequency. Manual bidding where the account is small, cost-cap where there is volume, frequency watched so the same 400 people are not shown the same advert nine times a week.
- Reporting in pipeline. Cost per qualified opportunity and pipeline created, alongside Google and Microsoft in the same report, so the expensive click is judged on what it produced.
LinkedIn next to Google and Microsoft
For UK B2B accounts LinkedIn creates the demand, Google and Microsoft capture it when the buyer searches, and LinkedIn remarketing keeps the account warm through a long cycle. Run by one person, the attribution argument disappears and budget follows measured pipeline. That is the case for B2B PPC as one engagement rather than three vendors.
Who this fits
UK and Irish B2B companies with a deal size that justifies a click costing several pounds: SaaS, professional and financial services, industrial and technical suppliers, consultancies. Usually £3,000 a month or more on LinkedIn alone, with Google alongside. Below that, LinkedIn remarketing on a Google account is often the better first step, and I will say so.
Questions people ask before hiring
How much does LinkedIn Ads management cost?
A flat monthly fee set by scope, not by spend; typically similar to a Google Ads retainer of the same complexity. A fixed-price audit comes first for existing accounts. Quoted in pounds, ex VAT. See pricing.
What is a realistic cost per lead on LinkedIn in the UK?
For gated content, tens of pounds and mostly unqualified. For a demo or assessment request from a named account, a few hundred pounds is common and often worth it. The number that matters is cost per qualified opportunity, and it only exists once the CRM is connected.
Can you run LinkedIn without Google Ads?
Yes, though for most B2B accounts the two work better together: LinkedIn builds the audience and Google catches it when it searches. Both are covered in the same report either way.
Do you write the adverts and make the creative?
I write the copy and brief the creative; a designer on your side or a studio produces the volume. Document ads and conversation ads are usually built by me directly.
Which CRMs can you connect?
HubSpot, Salesforce, Pipedrive and most others with an API or a native LinkedIn integration. Where there is no integration, a scheduled offline conversion upload does the same job.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.