Recent Wins
How We Grow Your Pipeline on LinkedIn
Precision ICP Targeting
Job-title and firmographic layering for sales-ready leads. We target decision-makers with surgical precision using LinkedIn's professional data.
Conversation Ads & Lead Gen Forms
One-click demos synced to HubSpot. We create seamless lead capture experiences that reduce friction and increase conversion rates.
ABM-Style Nurture
Warm prospects with sequential static carousels and thought-leadership content. Account-based marketing approach for high-value prospects.
A practical system for qualified B2B pipeline
Reach the right buyers first, then convert with proof and intent
We sequence LinkedIn to match B2B buying behavior. Month 1 builds attention and traffic, Month 2 turns warm attention into leads, Month 3 adds higher intent formats and meeting tracking. No conversion objectives in the first two months, no generic lead forms.
Month-by-Month Sample Plan
Campaign 01: Thought Leader Ads, Brand Awareness objective
Goal: maximize efficient reach and grow retargeting pools.
Volume: 5–7 posts.
Content ideas: mistakes to avoid, step-by-step walkthroughs, founder POV, narrative social proof, smart contrarian takes.
Campaign 02: Image Ads, Website Visits objective
Goal: send qualified visitors to key pages and collect behavior data.
Volume: 5–7 image ads.
Creative cues: one pain per ad, quick market insight, helpful tips without pitching.
Campaign 01: Thought Leader Ads, Brand Awareness objective
Continues from Month 1
Campaign 02: Image Ads, Website Visits objective
Continues from Month 1
Campaign 03: Retargeting with Document Ads, Lead Gen objective
Goal: capture leads from people who engaged or visited in Month 1.
Asset: at least one high-value downloadable, example patterns similar to the LinkedIn ad library links you have.
Note: leads often need nurture by sales, plan follow-ups.
Campaign 01: Thought Leader Ads, Brand Awareness objective
Continues from previous months
Campaign 02: Image Ads, Website Visits objective
Continues from previous months
Campaign 03: Conversation Ads, Lead Gen objective
Goal: test conversational flows for lead capture for one month.
Volume: about 5 ads, use the reference video flow as style input.
Only now consider Website Conversions objective for meeting pages, thank-you pages, or Calendly paths once we have enough volume. Add this as a phased test, not a replacement.
Audience and structure
ICP mapping
- • Industries
- • Seniorities
- • Functions
- • Company size
- • Buying triggers
Warm pools
- • Video viewers
- • Ad engagers
- • Company-page visitors
- • Site audiences by UTM
Regions: duplicate the core structure per region if needed, keep naming consistent.
Creative system
Formats
Message pattern
Hook → Pain → Proof → CTA
Proof assets
- ✓ Case study card
- ✓ Short testimonial
- ✓ 1-pager PDF
- ✓ Comparison table
Volume discipline
3 angles, 2 variations each, rotate weekly in Month 1–2.
QA checklist
- ✓ Mobile legibility
- ✓ Clear offer
- ✓ Brand voice consistent
Measurement and decision rules
| Phase | Primary KPIs | Keep if | Change if |
|---|---|---|---|
| TOF Month 1 | Reach, Thruplays or engagement rate, CTR, CPC, retargeting size | CTR ≥ 0.6%, CPC within target, growing retargeting pool week over week | CTR < 0.4% for 400+ clicks or flat pool growth |
| TOF + MOF Month 2 | CPL from Document Ads, lead quality indicators, page depth | CPL within target and qualified fields present | CPL outside band or low quality signals after 20–30 leads |
| Month 3+ | Cost per SQL, meeting rate, cost per meeting | SQL rate ≥ 20% of leads, meetings ≥ 40–50% of SQLs | SQL rate < 12% or meeting rate < 30% for 10+ SQLs |
Tracking notes: use Insight Tag with events for key pages. No "Conversions" optimization in Month 1–2, we read events for analysis only. From Month 3, import offline conversions from CRM to mark MQL, SQL, meeting held, then optimize to SQL or meeting when stable.
CPL reduction in 90 days
SQL rate after form and offer refinement on retargeting assets
Lower cost per meeting after Month 3 routing and offline conversions