If you want business leads, not just clicks, you’re in the right place. This guide is for marketers, founders, or frankly any B2B team tired of wasting ad budgets on the wrong people. We’ll skip the hype and get into the nitty-gritty of building targeted LinkedIn ads that actually bring in real prospects—without needing a massive budget or a fancy agency.
Why LinkedIn for B2B Lead Gen? (And What to Watch Out For)
First, let’s be blunt: Most social ad platforms are terrible for B2B. Facebook and Instagram are noisy, and Google’s intent is hit-or-miss for niche business audiences. LinkedIn actually has a fighting chance because people list their real job titles, companies, skills, and more.
But it’s no silver bullet. LinkedIn ads are expensive. If you don’t get your targeting and message right, you’ll burn through cash fast. If you’re looking for cheap leads, look elsewhere. If you want qualified leads and are ready to work for them, keep reading.
Step 1: Get Clear on Your Ideal Customer
Before you even open LinkedIn Campaign Manager, know exactly who you want to reach. “Decision makers” is not enough—be specific.
Drill down on: - Industry: Not just “tech,” but “cloud security software” or “enterprise IT consulting.” - Company size: 10–50? 500+? Pick what fits your solution. - Job titles & functions: Who actually buys or influences the purchase? - Seniority: Manager, Director, VP, C-suite? - Location: Global ads waste budget fast. Focus where you actually sell.
Pro tip: If you’re not sure who your best customers are, look at your last 10 deals. What companies, titles, and regions show up? Start there.
What doesn’t work: “Anyone in IT” or “all business owners.” You’ll get unqualified clicks and no sales.
Step 2: Build Your Target Audience in LinkedIn
Now, you’re ready to use LinkedIn’s targeting tools. Here’s what matters—and what to skip.
Core Targeting Options
- Location: Required. Start with your main market(s).
- Company: Target by name (good for ABM), industry, or company size.
- Job Title: Be specific, but don’t go overboard—LinkedIn’s job title data can be messy.
- Job Function & Seniority: Sometimes more accurate than exact titles.
- Skills: Useful if your buyer’s role isn’t always clear from their title.
Audience Exclusions (Seriously, Use These)
- Exclude students, entry-level staff, and anyone outside your sales region.
- Exclude competitors (by company name).
- Exclude current customers (if you can identify them).
Matched Audiences (If You Have a List)
- Upload email or company lists to target known accounts (great for account-based marketing).
- Website retargeting: Good for re-engaging visitors, but only if you have enough traffic.
What to ignore: LinkedIn’s “Audience Expansion” almost always wastes money. Turn it off.
Step 3: Choose the Right Ad Format
Not all LinkedIn ad types are equal for B2B leads:
- Sponsored Content (Single Image): The workhorse. Shows up in the feed. Good for lead gen forms or sending to a landing page.
- Lead Gen Forms: Cuts friction—users submit info without leaving LinkedIn. Great if you want contacts, but make sure you have a solid follow-up plan.
- Message Ads (InMail): Can work for very targeted outreach, but easily ignored. Use sparingly.
- Carousel, Video, or Event Ads: Only use if you have the creative (and budget) to do them well.
What doesn’t work: Text ads (the little sidebar ones) are cheap, but almost never drive real leads.
Pro tip: If you’re new, start with Sponsored Content + Lead Gen Forms. It’s the most reliable combo for B2B.
Step 4: Craft a Message That Actually Gets Responses
Most LinkedIn ads sound like robots wrote them. Don’t be that company.
Keep it Honest and Human
- Speak directly: “Struggling to book demos with the right accounts?” beats “Empowering business transformation…”
- Be specific: Offer a clear benefit or solution, not vague promises.
- Keep it short: People scroll fast. Get to the point.
- Include social proof: “Trusted by 500+ SaaS teams” works better than generic claims.
Call to Action (CTA)
- Use one clear CTA: “Get the guide,” “See pricing,” or “Book a demo.”
- Don’t ask for marriage on the first date. Start with value (“Download the report”) if your offer is high friction.
What to ignore: Fluff like “Take your business to the next level.” Nobody ever clicked that.
Step 5: Set Budget, Bids, and Don’t Get Ripped Off
LinkedIn will happily spend as much as you give it. Don’t let them.
Budget Tips
- Start small: $50–$100/day is enough to test.
- Set a daily cap: Prevents surprises.
- Manual bidding: Start with LinkedIn’s suggestion, but adjust down if clicks/leads cost too much.
What’s a Good Cost?
- Cost per lead: $50–$200 is normal for B2B, depending on your industry and target.
- Low-balling bids can throttle delivery, but overbidding just burns cash.
Pro tip: Watch your early results, not just impressions. If you’re not getting leads, pause and tweak.
Step 6: Build Landing Pages (or Use Lead Gen Forms) That Don’t Suck
If you send people to your website, don’t dump them on your homepage. Build a page that matches your ad’s promise.
For Landing Pages
- Headline matches ad: Reduce confusion.
- Short, clear form: Ask only for what you need (name, work email, company).
- Proof and specifics: Quick bullets about what they’ll get.
- No distractions: Ditch the menu if possible.
For Lead Gen Forms
- Customize the form: Don’t use the default questions.
- Short forms convert best: More fields = fewer leads, but better quality.
- Follow up fast: LinkedIn leads go cold quickly.
What to ignore: Over-designing. Fancy animations or videos don’t help—clarity does.
Step 7: Measure, Test, and Actually Learn
Even the pros get it wrong at first. The trick is to learn, not just spend.
What to Track
- Lead quantity AND quality: Don’t just count form fills. Are they the right people?
- Cost per lead: Is it sustainable for your sales cycle and deal size?
- Conversion rates: From view to click, and click to lead.
How to Test
- A/B test headlines and images: Small tweaks can make a big difference.
- Test different audiences: But don’t get too granular—you need enough data.
- Pause underperforming ads quickly: Don’t let “maybe it’ll pick up” drain your budget.
What doesn’t work: “Set it and forget it.” LinkedIn will happily keep running bad ads if you let it.
Step 8: Don’t Forget the Follow-Up
A lead isn’t a sale. If your sales team isn’t following up quickly, your ad dollars are wasted.
- Sync leads to your CRM or email ASAP.
- Have a real person reach out: Automated emails are fine, but a personal note works better.
- Track what happens: Are leads booking calls? Buying? If not, adjust your targeting or message.
Pro tip: Most B2B LinkedIn leads need at least a couple of follow-ups before anything happens.
Honest Takes: What Works, What Doesn’t
- Works: Tight targeting, clear message, fast follow-up, and ongoing testing.
- Doesn’t: Broad audiences, generic ads, or “set it and forget it.”
- Ignore: Vanity metrics like impressions. Focus on leads and, more importantly, sales pipeline.
Keep It Simple, Iterate, and Don’t Get Fancy
You don’t need a giant budget or a decade of experience. Start with a clear audience, a simple message, and a reasonable daily spend. Watch what works, tweak what doesn’t, and don’t be afraid to pause stuff that flops. Most companies overcomplicate LinkedIn ads—don’t be one of them. Get your first campaign live, learn, and improve as you go. That’s how you actually get B2B leads, not just a pile of clicks.