A LinkedIn ads agency that tracks each lead to a deal in HubSpot
Your next big account has a handful of people who decide. LinkedIn lets us show your name to them by company and job title. Then HubSpot shows which of those people turned into real deals.
Free, 30 minutes, and you'll leave with at least one clear next step.
Why do LinkedIn ads fit B2B companies?
LinkedIn is the only major ad platform that can show your ads to just the companies and job titles you pick. A firm selling to a few hundred target accounts can reach only the owners, managers and buyers there. You don't pay to reach anyone else.
Most business buyers don't look for a new vendor until something changes. A project starts, a contract ends or a current vendor lets them down. When that day comes, you want to be a name they already know. LinkedIn keeps you in front of the right people for the months in between. Google catches them on the day they finally search.
Lots of LinkedIn advice is about cheap leads at volume. Most B2B companies have fewer buyers, longer sales cycles and deals that close weeks after the first click. We set up LinkedIn around that, and judge it on the deals it helps start.
Who we target, and with what
The people who decide
Owners, executives and department heads at your target accounts see short proof of what you do and who you've done it for. The goal is to be a known name before they start looking.
The people who research
Managers and specialists often do the digging and build the shortlist. Ads point them to pages that answer the questions they're researching, from how you work to what it costs to switch.
The people who buy
Purchasing and finance care about terms, timelines, risk and who picks up the phone. A separate message speaks to that, so they aren't shown the same ad as the person who uses the service.
Partners and referrers
If you sell through partners, resellers or advisors, they get their own campaign with a message about what's in it for them, apart from the ads aimed at end buyers.
From an account list to a closed deal you can trace
LinkedIn is only worth the spend if you can see which accounts it moved. So we wire it into HubSpot before the first campaign goes live.
Stage 1: Build the account list
We pull target companies from HubSpot, your customer records and your sales team's wish list.
LinkedIn lets you upload a list of companies and match them to company pages. We split it into current customers, open deals and new targets, so each group can get a different message.
You get A clean target list in LinkedIn, split by where each account stands with you.
Stage 2: Send leads straight into HubSpot
LinkedIn's own lead forms sync to HubSpot with the right source, owner and campaign on every contact.
We map form fields to HubSpot properties and route each lead to the rep who owns that account or territory. A follow-up task fires right away, so leads don't wait days for a callback.
You get Leads that arrive in HubSpot already assigned and ready to call.
Stage 3: Send results back to LinkedIn
When a LinkedIn lead becomes a qualified lead or a customer, HubSpot tells LinkedIn.
HubSpot sends lifecycle stage changes for contacts who clicked a LinkedIn ad, using LinkedIn's Conversions API. This needs Marketing Hub Starter or higher. Only stage changes made after the event is set up count (HubSpot).
You get LinkedIn bidding that leans toward people who look like your past buyers.
Stage 4: Report by account
We show which target accounts engaged, which opened deals and what those deals were worth.
B2B deals take time, so lead counts alone mislead. The report tracks accounts reached, contacts engaged, deals opened and revenue won in HubSpot, so you can judge LinkedIn on the deals it helped start.
You get A monthly view of LinkedIn spend against deals and revenue in HubSpot.
LinkedIn or Google for a B2B company?
LinkedIn is the better fit when
- You can name the companies you want to sell to
- Buyers don't search often, so search volume is thin
- A single new account is worth a lot over its lifetime
- Several people at each account have a say in the decision
Google is the better fit when
- People search for your product or service by name
- You sell to many small buyers you can't list ahead of time
- Orders are small and fast, so you need volume
- You want leads this month and can't wait a quarter
Do LinkedIn ads make sense for consumer brands?
Rarely. LinkedIn isn't set up for product shopping, and its prices are hard to justify for reaching shoppers. Our big ecommerce results, like more than 50,000 new customers for Veiled Collection, came from Meta and Google.
The exception is a brand with a wholesale or corporate side. A food, gift or apparel brand that sells to stores or corporate gift buyers can reach those buyers by title on LinkedIn. Those leads then go into HubSpot and get tracked like any other B2B lead.
When is LinkedIn the wrong choice?
LinkedIn is the wrong choice when you can't wait. Deals usually take a full quarter or more to show up, because B2B buying is slow. It's also wrong when leads don't get a follow-up. If LinkedIn leads sit in an inbox for a week, the spend is wasted. Fix the handoff first, which is part of our HubSpot work.
And it's wrong when your buyers aren't on LinkedIn much. Some trades, small shops and owner-run businesses barely use it. In those cases, Google Ads, Microsoft Ads or direct outreach from a clean CRM will do more.
Examples by industry
Who you target on LinkedIn depends on what you sell. These pages go deeper.
- Manufacturing: reaching engineers and buyers before a request goes out.
- Building products: separate messages for dealers, architects and contractors.
- Distribution: keeping your name in front of buyers at accounts you already serve.
LinkedIn ads agency questions
Can LinkedIn ads target specific companies?
Yes. You can upload a list of companies and LinkedIn matches them to company pages, then you can narrow by job title, function or seniority. Small lists can be too small to run, so we check the audience size before launch.
Do LinkedIn lead forms bring in qualified B2B leads?
They can, because the form fills in from the person's profile and asks for little typing. We keep forms short, add one question that helps sales sort leads, and sync every lead to HubSpot so a rep follows up the same day.
What should we offer in a LinkedIn ad?
Something the buyer can use. That might be a short guide, a checklist, a cost comparison, a customer story or a quick video of how you work. A plain "contact us" ad rarely works on LinkedIn.
How long before LinkedIn ads show results?
Engagement and leads show up in weeks, but deals often take a quarter or longer because B2B buying is slow. We agree up front on what to watch each month, such as target accounts reached and deals opened.
Which HubSpot plan do we need to send results back to LinkedIn?
HubSpot's LinkedIn conversion sync needs Marketing Hub Starter, Professional or Enterprise. Starter lets you create up to 5 conversion events, Professional up to 50 and Enterprise up to 100.
Can LinkedIn ads reach our partners or resellers?
Yes. We can run a separate campaign for partner and reseller companies. Its message covers margins, support and what they get, apart from the ads aimed at end buyers.
Related
More in Paid ads
Bring your target account list
Tell us which companies you want to win. We'll show you how many of the right people LinkedIn can reach there, and how we'd track them to deals in HubSpot.