Account and role targeting
Company lists, job functions and seniority, with exclusions maintained.
LinkedIn clicks cost several times what they do elsewhere, which makes people abandon it early. But it is the only platform where you can target by company, job function, seniority and industry with real accuracy, and in B2B, where a single deal can be worth a great deal, cost per click is the wrong number to judge it on.
We run LinkedIn tightly: audiences narrowed to the actual buying committee, budget concentrated rather than spread, native lead forms to remove friction, and reporting that follows leads into your CRM so the channel is measured on opportunities and pipeline.
Expensive per click, cheap per opportunity
LinkedIn clicks cost several times what they do elsewhere, which is why most advertisers abandon the platform in week three. In B2B, where a single account can be worth a great deal, cost per click is simply the wrong number to judge it on.
The right one is cost per qualified opportunity, and on that measure a disciplined LinkedIn programme frequently beats every other channel available to a B2B business.
Discipline means narrow, not broad
The instinct with an expensive channel is to widen targeting to reduce cost. It does the opposite of what you want: you pay premium prices to reach people who were never going to buy.
Narrow to the actual buying committee (company list, job function, seniority), exclude your own employees and existing customers, and concentrate budget rather than spreading it. Fewer people, reached properly.
Lead forms versus landing pages
Native lead forms pre-fill from the profile and convert far better. Landing pages convert less and qualify more, because the friction filters out the casually curious.
Both are legitimate; the right choice depends on whether your constraint is volume or sales-team time. We usually run both and compare on opportunity rate rather than on lead count.
Follow the lead into the CRM
A LinkedIn report showing cost per lead is nearly useless in B2B, because lead quality varies enormously by audience and offer. Connecting leads to your CRM and reporting on opportunities and pipeline value is what makes the channel manageable.
It also lets you turn off the audience segments that produce leads but never opportunities, which is usually where a third of the budget was going.