LinkedIn Ads for B2B: when is it worth it?
LinkedIn Ads has a reputation for being expensive, and cost per click is usually higher than on other networks. But in B2B the click is not what matters: reaching the person who makes the buying decision is, and there LinkedIn has no rival.
What only LinkedIn allows
Targeting by job title, function, seniority, industry, company size or specific companies. If your customer is "finance director at industrial companies with more than 50 employees", you can reach exactly that person.
When it pays off
It usually works when several of these apply:
- ✓You sell to businesses, not consumers.
- ✓Your deal size is high and the sales cycle long.
- ✓You know which roles or companies you want to reach.
- ✓You have a sales team following up every lead.
Formats that work best
Sponsored content (image, video, carousel or document) to put your offer out there, and lead gen forms, which pre-fill with profile data and reduce friction.
How to measure it properly
Measure by opportunities and customers, not clicks or form fills. Connect LinkedIn forms to your CRM and feed back to the platform which leads progress, through its conversions API.
What does management cost?
You pay the ad spend to LinkedIn. Our setup starts from €390 and monthly management from €290/month (plus VAT where applicable); the actual budget depends on your project.
Questions about linkedIn Ads for B2B: when is it worth it?
Yes, if they sell to businesses and each customer is worth enough to justify a higher cost per click.
Yes. With account audiences you upload a company list and only people working there see the ads.
Yes, by syncing LinkedIn forms with your CRM so the sales team can act the same day.
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