LinkedIn Ads: reach the decision makers that matter
LinkedIn is one of the few channels where you can aim an ad at a specific company, job title or seniority level. That precision costs more, so the question is when it is worth it and how to run it well.
LinkedIn Ads let you target people by company, job title, industry and seniority, which makes them a strong channel for reaching decision makers in specific accounts.
How targeting works
You can build audiences from the company (specific companies, industries, sizes), the role (job title, function, seniority) and your own data (lists of target accounts, website visitors). Combine them to reach a certain role within a defined set of companies.
When it makes sense
LinkedIn usually costs more per click than other platforms, so it pays off when the value of a customer is high and the audience can be defined precisely, for example with a limited set of target accounts. With a very broad audience or a low-value offer, other channels usually return more.
What makes campaigns work
- A relevant offer that people in the audience genuinely want, such as a useful guide, a calculator or a direct conversation.
- Precise audiences, neither too narrow nor too broad.
- Creative that speaks to the reader's situation, not to your company.
- Fast, relevant follow-up on every lead.
How to measure
Connect LinkedIn to your CRM and follow leads through the funnel: cost per lead, per MQL, per SQL and per opportunity, instead of clicks. Look at which target accounts engaged and how far they progressed.
How we approach it at Stretch
We start from your target segments and accounts, build audiences, offers and creative around them, and set up tracking so results reach your CRM. We review performance with your sales team, and where it fits we combine LinkedIn with other channels as part of an account based approach.
Frequently asked questions
They can be, when the value of a customer is high and your audience is well defined. Judge them on cost per MQL, SQL or opportunity, not on cost per click.
Enough to collect meaningful results across a few audiences and offers, which is usually more than a token amount. We help set a test budget based on your audience size and goals.
Yes. You can upload a list of target companies or choose companies by industry and size, and then narrow by role and seniority.
LinkedIn is one of the main channels for account based marketing because it lets you reach named accounts and the right roles within them, alongside email, outreach and content.
Related
Account based marketing focuses marketing and sales effort on a defined list of high-value companies, with tailored outreach for each account instead of broad campaigns.
Lead generation is the process of attracting people who may buy from you and capturing their interest, so sales has qualified conversations to work on.
Meta ads (Facebook and Instagram) work when you have a clear audience, a strong offer and a way to follow up. They are effective for awareness and retargeting, and also for lead generation when the audience feels genuinely spoken to by the offer, such as a useful ebook or calculator.
Google Ads reach people at the moment they search for a solution, which makes it a core channel for demand capture, brand searches and high-intent keywords.
Multi-channel outreach reaches the same target accounts through several channels, such as email, LinkedIn, ads and calls, with coordinated messages.