LinkedIn is one of the most trafficked websites in the world and focuses mainly on B2B relationships. By adequately utilizing their targeting options, we can specifically market individualized content to defined users by job title, company, location, and other demographic data. This “personalized” marketing tool enables us to connect with a specific audience that is unreachable in most other marketing scenarios. LinkedIn offers various advertising options including display ads and InMail, and we’ll help you to determine the best route based on your goals.

Key Aspects to LinkedIn Ads

Defining Buyer Personas

Defining the buyer personas is the foundation of a solid LinkedIn ads campaign.  We need to know all the different buyer-types for each product/service you provide.  Although we may only be advertising for one product/service, if we have multiple buyer-types, we will need to have specific messaging for each.

Quality Verbiage

If we’ve learned anything about LinkedIn, it’s that you must send a specific message to the right people. Since LinkedIn is primarily B2B, we want to use verbiage that helps to answer what problems we can solve for them.  To achieve this, testing verbiage on LinkedIn is an absolute must.

Sponsored InMail

InMail is a highly effective campaign tactic that allows you to send personalized messages to people in your audience pools. These messages look exactly like a regular LinkedIn message and provide an opportunity to include considerably more content than allowed in a standard display ad campaign.


Just like Facebook, we can build remarketing pools on LinkedIn based on demographic data as well as for certain pages on your website.  We typically build these audience pools and exclude people who’ve already called or submitted a form on your website – this way we can capitalize on lost opportunities.

Cute Little Thing

Our Approach

Our extensive experience in running successful LinkedIn ads is the direct result of our detail-oriented process. We have tested hundreds of different audience pools as well as all of the delivery methods available. When we sit down to strategize your campaign, we will already have an idea on what’s going to have the most significant impact. Take a look at our LinkedIn ads process that helps us streamline our efforts:

  1. 1

    Discovery & Kick-off

    Before we dive into the heavy lifting, we need to be brought up to speed on every detail of your business. We need to know what the sales process looks like, who your target customers are, and what your primary goals are. We’ll come prepared with thoughtful questions to begin the process, but we also ask that you provide any materials you think might be helpful as we learn about your brand.

  2. 2

    Buyer Personas

    Now that we have familiarized ourselves with your business, it’s time to start building out the buyer personas. We’ll perform in-depth research on your ideal buyers and learn more about their other interests, their pain points, and what type of messaging is going to resonate best. This step in the process will pave the way for how we’ll target these users on LinkedIn.

  3. 3

    Strategy Meeting

    We now have our buyer personas defined, and at this point, we hold an internal meeting to discuss the best ways to target these buyers via LinkedIn. We’ll strategize different audience pools, what the projected reach looks like and provide our recommendations. We also use this time to begin brainstorming ad copy ideas.

  4. 4

    Ads Creation & Review

    Once we have completed our internal strategy meeting, we’ll send over our ideas for the ads. We want to ensure our ads speak to the issues that the prospect might be facing and how we can provide a solution.

  5. 5

    Build Campaigns

    Our ads are now approved, and it’s time to start building out the campaigns. We have a comprehensive LinkedIn campaign build checklist that ensures no details are overlooked. We’ll create a quality account structure that seamlessly segments the campaigns and ads for better performance and tracking.

  6. 6

    Remarketing Pools

    A vital tool that we leverage through LinkedIn is remarketing. We build remarketing audience pools based on the pages of your website. This way, we can serve curated advertisements to users based on what content they were previously browsing.

  7. 7

    Analytics & Tracking

    Without tracking and full transparency, LinkedIn campaigns would be a waste of your investment. We implement various tracking methods so we can get accurate data on which ads are working best so you can gauge your ROI.

  8. 8


    After a final review and receiving approval, we’ll launch the campaign. We then monitor it closely to ensure it’s performing adequately and meeting or exceeding expectations.

  9. 9

    Management & A/B Testing

    Just because we have launched the campaign doesn’t mean our work is complete. With any digital marketing campaign, we need to collect data, test new ideas and make adjustments regularly in an attempt to increase performance.


A Digital Marketing Agency You Can Trust

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