Social Ads
LinkedIn Ads
B2B advertising with precision firmographic and job-title targeting for lead generation.
Why LinkedIn Ads Are Essential for B2B Growth
LinkedIn is the only advertising platform where you can target users by job title, company size, industry, seniority, and skills — all verified professional data. For B2B businesses, this targeting precision is unmatched. You can reach the exact decision-makers who buy your product, at the exact companies you want to work with.
LinkedIn ads are more expensive per impression and click than other platforms. But for B2B lead generation, the cost per qualified lead is often comparable or lower because the leads are significantly more qualified. A £80 LinkedIn lead that converts to a £50,000 deal is infinitely more valuable than a £5 Meta lead that never responds.
What Do LinkedIn Ads Cost per Lead?
LinkedIn ads cost per lead varies significantly by industry, targeting, and ad format. Based on industry benchmarks and our client data:
- Sponsored Content (single image): £40-120 CPL
- Sponsored Content (video): £30-100 CPL
- Lead Gen Forms: £25-80 CPL (lower friction than landing pages)
- Message Ads: £40-150 CPL (higher CPM but strong for ABM)
- Document Ads: £20-60 CPL (thought leadership gated content)
These ranges vary by targeting specificity, content quality, and offer strength. Tight targeting (C-suite at companies with 500+ employees) costs more per lead but delivers higher deal values.
Our LinkedIn Ads Approach
- Audience architecture — We build layered audience strategies combining firmographic targeting (company size, industry, geography), professional targeting (job title, seniority, function), and matched audiences (website retargeting, contact lists, ABM lists).
- Content-led strategy — LinkedIn rewards thought leadership. We build campaigns around valuable content (reports, guides, frameworks) that position your brand as an authority while generating leads.
- Full-funnel campaigns — Awareness campaigns build brand recognition with video and engagement ads. Consideration campaigns share thought leadership content. Conversion campaigns capture leads with gated content and lead gen forms.
- Lead gen form optimisation — LinkedIn Lead Gen Forms auto-fill professional data, reducing friction and increasing conversion rates. We test form fields, CTAs, and offer positioning to maximise lead quality.
- ABM integration — For account-based marketing, we build campaigns targeting specific company lists with personalised messaging, coordinated with sales outreach for maximum impact.
What's Included
- Audience research and firmographic targeting strategy
- Campaign architecture across awareness, consideration, and conversion
- Ad creative and copy for Sponsored Content, Lead Gen Forms, and Message Ads
- Lead Gen Form setup and optimisation
- ABM campaign builds with matched audience lists
- Conversion tracking via LinkedIn Insight Tag and offline conversion imports
- Lead quality analysis and CRM integration recommendations
- Monthly performance reports with CPL, lead quality, and pipeline attribution
Results You Can Measure
[PLACEHOLDER: Case study — e.g., 'LinkedIn lead gen campaign delivered 89 qualified leads per month at £62 CPL for [Client], with 23% converting to sales opportunities']
Frequently asked questions
with specific answers
LinkedIn typically has CPMs of £25-60 (vs £5-15 on Meta) and CPCs of £3-12. Cost per lead ranges from £25-150 depending on targeting, ad format, and content quality. LinkedIn is more expensive per impression than other platforms, but for B2B, the lead quality often justifies the higher cost.
A good LinkedIn CPL depends on your deal size and sales cycle. For enterprise B2B (£50,000+ deal sizes), a CPL of £80-150 can be highly profitable. For mid-market B2B (£5,000-50,000 deals), target £30-80 CPL. The key metric is cost per qualified opportunity, not raw CPL.
LinkedIn Lead Gen Forms typically convert 2-5x higher than landing pages because they auto-fill professional data, reducing friction. However, landing page leads sometimes convert to sales at higher rates because the extra effort pre-qualifies intent. We test both and optimise for downstream pipeline value, not just form fills.
We use layered targeting combining job title (CEO, CMO, VP Marketing), seniority level (Director+), company size, and industry. For ABM, we upload target account lists and layer job function targeting on top. We also use LinkedIn's predictive audiences and lookalike modelling to expand reach while maintaining quality.
For B2B businesses with deal sizes above £5,000, LinkedIn advertising is typically the highest-ROI paid social channel. The platform's professional targeting data is unique and cannot be replicated on other platforms. The key is measuring success by pipeline value and sales opportunities, not just CPL.
Book a free call. We would love to talk growth.
All engagements start with a free 30-minute discovery call before anything is proposed or priced. No pitch deck. No pressure.
