B2B paid media isn’t about picking the cheapest platform. I show the role of LinkedIn Ads, Google Ads and Meta Ads, how to split the budget and which metrics to watch so CPL doesn’t fool you.
Your LinkedIn lead gen form gets opened and nobody submits? The ad already did its job. Here’s the checklist for audience, form and offer, plus the test I’d run.
LinkedIn Ads on a small budget works if the setup is lean. Here is the $10 a day minimum, the 4 campaigns I run when money is tight, the audience for each one and why Text Ads cost little and rack up impressions.
LinkedIn Ads retargeting means showing ads again to people who already engaged with your brand. Here are the audiences you can build, the kit I set up on every account and how to use it without burning budget.
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).
Lead goal × estimated CPL × 1.2: the formula to calculate your LinkedIn Ads budget, plus costs by format, funnel allocation and signals to adjust.
Professional identity or behavior and scale? Compare targeting, CPC, CPL and lead quality, and find out when to use LinkedIn, Meta or both.
Demand capture or demand generation? When to use Google Ads, when to use LinkedIn Ads, what each one costs and how to combine them in one B2B journey.
