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Are LinkedIn Ads right for your business?
LinkedIn lets you target people by job title, seniority and company more precisely than any other major ad platform. That makes it powerful for B2B services, recruitment and high-value sales. Clicks cost more than on other platforms, so it works best when a single new client is worth a good amount to you.
A good fit if you
Might not be the right time if
If LinkedIn isn’t the right fit, I’ll tell you and suggest where your budget would work harder, whether that’s Google Ads or Meta Ads.
What you get every month
Audience building
Targeting by job title, seniority, industry and company size, including lists of specific companies you want to win.
Ad copy and formats
Messaging written for busy decision makers, across single image, carousel, video and document ads.
Lead Gen Forms
Forms that open inside LinkedIn with details pre-filled, so people can enquire without leaving the app.
Insight Tag and tracking
The LinkedIn Insight Tag set up and connected to GA4 or your CRM, so leads can be traced back to campaigns.
Retargeting
Reaching people who visited your site, opened a form or watched your video.
Clear monthly reporting
A monthly report on spend, leads and cost per lead, plus weekly check-ins on how campaigns are pacing.
Ad formats I use
The format depends on what you’re offering and how ready your audience is to talk. Most accounts start with Sponsored Content and Lead Gen Forms, then add retargeting once there’s enough engagement to work with.
Sponsored Content
Single image, carousel and video ads in the LinkedIn feed. The core of most B2B campaigns.
Lead Gen Forms
Forms attached to your ads that open inside LinkedIn, so people can enquire in a couple of taps.
Document ads
Guides and checklists people can read in the feed, with the option to ask for details before the full download.
Thought Leader ads
Promoted posts from your own or your team’s personal profiles, which often feel more natural than company page ads.
Message ads
Messages delivered to LinkedIn inboxes, best used sparingly for event invitations or high-value offers.
Retargeting
Ads shown to people who visited your website, watched your videos or opened a lead form.
How my fees work
Fixed monthly fee
Your fee is fixed within your ad spend band, so it doesn’t rise every time your budget does.
Ad spend paid to LinkedIn
Your media budget goes straight to LinkedIn from your own account, with nothing added on top.
Rolling monthly agreement
No 12-month contracts. If I’m not earning my place each month, you’re free to leave.
How it works
1. Audit
I review your current account, or map out your ideal customers if you’re starting fresh.
2. Plan
You get a plan covering audiences, offers, ad formats and a realistic budget.
3. Launch
I set up tracking and Lead Gen Forms, build the campaigns and go live once you’ve approved the ads.
4. Improve
Weekly refinements to audiences, bids and messaging, with results in your monthly report.
Who manages your account
I’m Stephen McAllister, a PPC consultant based in Clacton-on-Sea with more than 15 years in digital marketing. Every account is run by me. Nothing is passed to a junior account manager or outsourced, and you’ll always deal with me directly.
Because LinkedIn is a premium platform, I judge campaigns on the quality of leads and the pipeline they create, not on clicks or impressions.
LinkedIn Ads management in Essex and London
I work with B2B businesses across Essex, including Colchester, Chelmsford and Clacton-on-Sea, and in London. LinkedIn Ads management works just as well remotely, so we can speak on Teams or by phone wherever you’re based in the UK.
Often works well alongside
Microsoft Ads
Use LinkedIn profile data to target search ads at the right companies and job functions.
Prefer to run your own campaigns? My LinkedIn Ads training teaches you to manage them yourself, working on your own Campaign Manager account.
LinkedIn Ads management questions
I charge a fixed monthly fee within your ad spend band, rather than a percentage of your spend, so my fee doesn’t rise every time your budget does. Your ad spend is separate and paid directly to LinkedIn from your own account. You’ll find the current packages on my pricing page.
You’re paying to reach a very specific professional audience, chosen by job title, seniority and company. The cost per click is higher, but so is the value of each lead when the targeting is right. I focus on cost per qualified lead rather than cost per click, as that’s the number that matters to your business.
Enough to reach your audience regularly, which depends on how many people match your targeting and how competitive your sector is. I’ll look at the size of your audience and suggest a realistic budget before you commit. If it’s too small to give fair results, I’ll say so and suggest a better place to start.
Yes. You can upload a list of target companies, and LinkedIn matches it to members who work there. It works well if you have a clear list of accounts you want to win. You can also upload contact lists, such as past enquiries, to reach them again or to exclude existing clients.
When someone clicks your ad, a form opens inside LinkedIn with their details already filled in from their profile. They submit it in a couple of taps, and the lead comes straight to you, by email or synced to your CRM. The key is following up quickly while they still remember the ad.
The first month is mostly testing audiences, formats and messaging. B2B sales cycles are longer, so I track enquiries and pipeline as well as direct leads. Most campaigns need two to three months to show whether LinkedIn is earning its place in your marketing budget.
Yes. Your Campaign Manager account and company page stay in your name with full admin access. I work in the account as a manager, and if you ever decide to leave, the campaigns, audiences, Insight Tag data and history all stay with you.
No. I work on a rolling monthly agreement, with no 12-month contracts. If I’m not earning my place each month, you’re free to leave. I’d rather keep clients because the results are there than because a contract says they have to stay.
Yes, and for some businesses it makes sense. If you have the time and want to stay hands-on, my LinkedIn Ads training teaches you to target, build and improve your own campaigns in Campaign Manager. Some businesses start with training and hand over later, and others do the reverse.
Ready to reach the right decision makers?
Book a free call and I’ll review your account or audience, then show you what I’d do first.