LinkedIn Advertising Services
Reach B2B Decision-Makers With Strategic LinkedIn Ads
For B2B companies, reaching a large audience isn’t enough. You need to reach the right people inside the right organizations. LinkedIn Ads give businesses an opportunity to build paid advertising campaigns around a professional audience. Rather than relying primarily on consumer interests, advertisers can reach audiences using professional and company-related characteristics available through LinkedIn’s advertising platform.
Dragonfly Digital Marketing provides LinkedIn Ads management services for businesses looking to generate qualified leads, reach decision-makers, build awareness and support longer B2B sales cycles. Want to reach more of the people who influence B2B purchasing decisions? Talk to Dragonfly Digital Marketing about a customized LinkedIn advertising strategy.
Why Advertise on LinkedIn?
LinkedIn occupies a unique position in digital advertising because people use the platform in a professional context. That makes LinkedIn advertising particularly useful for companies selling products and services to other businesses.
Depending on LinkedIn’s current targeting options and the campaign, advertisers can develop audiences using characteristics related to factors such as:
- Job titles
- Job functions
- Seniority
- Industries
- Company size
- Company characteristics
- Professional skills and interests
- Geographic location
- Previous engagement
- First-party customer data
For a B2B company, that can make the difference between advertising to thousands of people and advertising to the people most likely to influence a purchasing decision.
Our LinkedIn Ads Management Services
We begin with the business objective.
- Who are you trying to reach?
- What action do you want them to take?
- What is that action worth to your business?
- And where does LinkedIn fit within the rest of your sales and marketing strategy?
Those questions shape everything from targeting and campaign objectives to advertising creative and landing pages.
A company trying to generate demo requests from executives at enterprise organizations requires a very different campaign from a business promoting a webinar to mid-level professionals in a specific industry. We build the campaign around those differences.
Audience quality is one of the biggest reasons businesses consider LinkedIn Ads. Depending on the targeting options currently available through LinkedIn Campaign Manager, campaigns can be built around professional and company-related attributes. That makes it possible to develop audiences that more closely resemble your ideal customer profile.
But more targeting isn’t automatically better targeting. Adding too many restrictions can create an audience that’s unnecessarily small, while targeting too broadly can consume budget on people unlikely to become customers.
Dragonfly develops and refines LinkedIn audience targeting based on your market, campaign goals and performance data.
For companies with clearly defined target accounts, LinkedIn advertising can also support an account-based marketing (ABM) strategy. Instead of marketing broadly and hoping the right organizations respond, an ABM strategy starts with companies or types of companies that are particularly valuable to the business. Advertising can then help increase awareness and engagement among relevant audiences within those organizations.
LinkedIn Ads can complement other ABM activities such as:
- Email marketing
- Sales outreach
- Content marketing
- Webinars
- Thought leadership
- Search advertising
- Retargeting
- Organic LinkedIn activity
Advertising alone doesn’t replace a comprehensive ABM program. But it can provide another way to keep your company visible to the organizations and professionals your sales team wants to reach.
Generating leads is one of the most common objectives for B2B LinkedIn advertising. But Dragonfly doesn’t evaluate success based only on how many form submissions a campaign produces. We also care about who is submitting those forms.
Ten leads from professionals who closely match your ideal customer profile may be far more valuable than 100 leads that your sales team immediately disqualifies.
Depending on the strategy, LinkedIn campaigns can direct prospects to dedicated landing pages or use LinkedIn’s native lead-generation capabilities. The right approach depends on factors such as the offer, sales process, tracking requirements and campaign objectives.
LinkedIn Lead Gen Forms can reduce friction by allowing prospects to respond to an offer without following the traditional process of clicking an ad, visiting a separate page and manually completing a lengthy form. That can be useful for offers such as:
- Whitepapers
- Industry reports
- Webinars
- Consultations
- Demonstrations
- Assessments
- Event registrations
- Content downloads
But easier lead generation introduces another consideration: lead quality. A low-friction form can produce more submissions without necessarily producing more sales opportunities. That’s why Dragonfly looks beyond cost per lead and evaluates campaign performance in the context of the business’s broader sales objectives.
B2B buyers are still people. They aren’t going to engage with an advertisement simply because the advertiser successfully targeted the correct job title. The message still needs to matter.
Effective LinkedIn advertising should quickly communicate why the offer is relevant to the audience and what the prospect gains by taking the next step.
Depending on the campaign and LinkedIn’s available advertising formats, that may involve:
- Sponsored content
- Single-image ads
- Video ads
- Carousel advertising
- Document-based content
- Lead-generation campaigns
- Thought-leadership content
- Other appropriate LinkedIn advertising formats
Dragonfly develops messaging around the audience’s actual needs, challenges and motivations rather than simply listing features.
LinkedIn Ads for B2B Marketing
B2B marketing presents challenges that don’t always exist in consumer advertising. The person who first encounters your company may not be the person who ultimately approves the purchase. There may be multiple stakeholders. The sales cycle could take weeks or months. And the product or service may only be relevant to a relatively small group of companies.
LinkedIn advertising can be particularly valuable in this environment because campaigns can be developed around the characteristics of the professionals and organizations you want to reach. Dragonfly uses LinkedIn Ads for B2B marketing to help companies accomplish goals such as:
- Generating sales leads
- Reaching executives and decision-makers
- Promoting professional services
- Building awareness within specific industries
- Reaching employees at target companies
- Promoting webinars and events
- Distributing reports, guides and other thought leadership
- Supporting account-based marketing strategies
- Retargeting previous website visitors
- Expanding awareness before prospects enter the sales process
The objective isn’t simply to generate more traffic. It’s to create more opportunities to reach the right potential customers.
LinkedIn Ads vs. Google Ads
LinkedIn Ads and Google Ads can play very different roles in a B2B marketing strategy.
Google Ads can reach prospects who are actively searching for a solution. When someone searches for a service your company provides, paid search can help put your business in front of that person at an important moment.
LinkedIn can help businesses reach professionals who fit their ideal audience even when those individuals aren’t actively searching for the product or service. That can make LinkedIn particularly useful for building awareness, creating demand and reaching specific B2B audiences.
The platforms don’t necessarily need to compete for the same role. A decision-maker might first encounter your company through LinkedIn, visit your website and later search Google for your company or service. Another prospect may discover you through Google and later see LinkedIn advertising that reinforces your expertise. Dragonfly can develop a broader paid advertising strategy that considers how each channel contributes to the customer journey.
Facebook and LinkedIn can both play roles in B2B advertising, but their strengths are different. Facebook provides tremendous audience reach and powerful advertising capabilities across Meta’s ecosystem. LinkedIn’s primary advantage for many B2B companies is its professional context and business-oriented targeting. If your ideal customer is defined heavily by characteristics such as their role, seniority, industry or employer, LinkedIn may deserve an important place in your paid media strategy. That doesn’t necessarily mean abandoning Facebook, Google or other channels. It means selecting platforms based on the audiences and behaviors you’re trying to reach.
Why LinkedIn Ads Can Cost More and Why Lead Quality Matters
LinkedIn advertising can be more expensive than some other digital advertising channels. That doesn’t automatically make it a poor investment.
For B2B advertisers, the value of reaching the right prospect can be significantly higher than the value of generating inexpensive clicks from a broad audience.
Imagine one campaign generates leads for $50 each and another generates leads for $150. The $50 leads appear better based on cost per lead alone. But what if almost none of those leads become qualified opportunities, while the $150 leads regularly turn into conversations with companies worth tens of thousands of dollars to your business? The cheapest lead isn’t necessarily the most profitable lead. That’s why Dragonfly evaluates LinkedIn advertising in the context of lead quality, customer value and business outcomes, not just the lowest possible CPC or CPL.
Why Hire a LinkedIn Ads Agency?
LinkedIn makes it possible to create an advertising campaign without hiring an agency. But access to the platform and effective campaign management are two different things. Professional LinkedIn advertising management brings together:
- B2B advertising strategy
- Audience development
- Campaign structure
- Ad creative
- Conversion tracking
- Landing page optimization
- Budget management
- Testing
- Retargeting
- Performance analysis
- Ongoing optimization
Dragonfly also evaluates LinkedIn as part of the larger marketing ecosystem. We’re not interested in making LinkedIn Ads look successful inside a reporting dashboard if those campaigns aren’t helping your business accomplish meaningful objectives.
Reach the B2B Audiences That Matter
LinkedIn gives B2B advertisers an opportunity to go beyond simply generating more website traffic. It can help your business reach professionals based on the characteristics that define your ideal customers and target accounts.
Dragonfly Digital Marketing combines LinkedIn Ads management, B2B audience targeting, campaign strategy, creative, conversion tracking, landing page optimization and ongoing campaign management to turn that opportunity into a measurable advertising program.
Whether you’re trying to generate qualified leads, reach decision-makers, support account-based marketing or expand awareness within a specific industry, we’ll build a LinkedIn advertising strategy around your goals.
Ready to reach more of the right B2B prospects? Contact Dragonfly Digital Marketing to discuss a customized LinkedIn Ads strategy.