Guides and studies on targeting, budget and measurement to turn ads into pipeline
For B2B marketing teams, paid media specialists and founders
Does influenced pipeline prove an ad helped close the deal? I look at both sides: what the data shows, what it misses and why having a direction can still feel reassuring.
Paying to reach customers and competitors? Here’s who to exclude from your LinkedIn Ads campaigns, when to use a company list instead of company size, the risk of excluding too much and how to keep your exclusions up to date.
A huge LinkedIn Ads audience usually means bad targeting. Here’s how to calculate the ideal audience size for your ICP, how AND/OR logic really works and why company size filters leak (with a real test and numbers).
Profile, thought leadership, social selling, outreach and LinkedIn Ads: how to build the system that makes buying from you feel like the most obvious decision.
LinkedIn Ads leads stuck in a CSV? Here’s how to connect LinkedIn Ads to HubSpot, Salesforce, Pipedrive and more, and close the attribution loop.
Brand awareness, website visits, engagement, video views, lead generation or website conversions? Understand each LinkedIn Ads objective and how to pick the right one.
Lead goal × estimated CPL × 1.2: the formula to calculate your LinkedIn Ads budget, plus costs by format, funnel allocation and signals to adjust.
Single image, video, carousel, event, message, conversation, document and Thought Leader Ads: when to use each LinkedIn ad format and which metrics to track.
Bad targeting, one creative for the whole funnel, untracked conversions, pausing too early: the 8 mistakes that burn the most budget on LinkedIn Ads and how to fix them.
