Introduction: Why LinkedIn Deserves a Seat at the Table

In today’s oversaturated digital landscape, where ad fatigue is high and attention spans are low, LinkedIn offers a unique opportunity: professional context with intent. Unlike Facebook, Instagram, or even Google, users on LinkedIn are there to grow professionally, consume industry content, and evaluate business solutions.

What Makes LinkedIn Different?

• Mindset: People scroll Facebook for fun. People scroll LinkedIn to improve their work life.
• Data Quality: First-party data about job roles, company size, industry, and seniority.
• B2B Goldmine: You’re not targeting just “interested users” you’re targeting decision-makers.

*According to LinkedIn, 4 out of 5 users on the platform are decision-makers, meaning that 80% of LinkedIn members play a role in influencing business decisions within their organizations. This makes LinkedIn a powerful channel for reaching key stakeholders and driving B2B impact.

When is LinkedIn the Right Choice?

• If your product is high-ticket or complex product.
• If you sell to specific industries (e.g., fintech, MedTech, SaaS).
• If you’re building brand authority in a niche space.

The Unique Strength of LinkedIn Ads: Precision Targeting at Its Best

LinkedIn’s granular targeting capabilities are unmatched in the B2B world. You can reach a very specific audience like:

• Target job titles: C-Level, VP of Sales, HR Directors, Marketing Managers, etc.
• Filter by company size (1-10, 11-50, 51-200, 500+ employees).
• Choose industries: From biotech to e-commerce.
• Layer with seniority level and years in role.
• Even run ABM (Account-Based Marketing) campaigns targeting specific companies.

Another honorable mentions: Target by company revenue, company growth rate or even target employees of a specific company.

Bottom line: You’re not just reaching a persona you’re reaching the exact person with the budget or influence to say yes (Avoid the “gate keepers”).

Cost and Conversion Complexity

Not everything is sunshine and rainbows, LinkedIn isn’t cheap.

In short, LinkedIn is a powerful awareness engine, not a fast-conversion machine. That’s okay if you build a full-funnel strategy.

The Solution: Think Like a Funnel Architect

Most failed LinkedIn campaigns happen because marketers try to sell before they warm up. Treat LinkedIn as your TOF/MOF engine:

Top-of-Funnel (TOF)

• Drive awareness
• Introduce your brand to the right people
• Show up with value, not with a sales pitch

Middle-of-Funnel (MOF)

• Establish thought leadership
• Offer lead magnets: eBooks, templates, webinars
• Collect data, build trust

You don’t measure success in leads or ROAS at this stage you measure engagement, relevance, and trust, or in other words build an audience.

Actionable plane for B2B success with LinkedIn

It’s a slow burn, don’t rush it! There are 3 pashes to get perfect B2B clients.

Phase One: Build Organic Presence on LinkedIn First

Before spending a dollar on ads, make sure your presence is solid:

Optimize Profiles

• Company page: Compelling description, consistent branding, pinned posts
• Founder/CEO profile: Thought leadership, recommendations, content activity

Publish Valuable Content

• Insightful posts, trend commentary, mini-guides
• Short videos with soft CTAs (“Let me know if you’d like a copy”)
• Share behind-the-scenes and success stories

Create Interaction

• Engage with comments
• Reply with depth, not emojis
• Encourage shares from employees

Organic visibility builds algorithmic momentum and trust before the first ad is even seen.

Bonus tip: write LinkedIn articles and get extra organic traffic from google search as well (parasite SEO).

Phase Two: Promote High-Value Content with LinkedIn Ads

Now that you’ve established a baseline, run ads but don’t sell, yet.

Promote:

• Whitepapers, eBooks, or checklists
• Upcoming webinars or free consultations
• Blog posts that solve specific industry problems

Goal:

• Drive qualified traffic to your site or content
• Build custom audiences for future retargeting (use Meta pixel and Google Ads remarketing tag)
• Educate, don’t hard-sell

A good rule of thumb: If your audience learned something new, you’re doing it right.

Phase Three: Retarget with Precision (and Lower Cost)

After you build precise audience now bring out the “big guns”, Meta and Google.

Retargeting is one of the most effective tools to move prospects closer to conversion. Our strategy leverages two key audience sources: existing customer lists and website visitors. Combining Facebook and Google ensures full coverage, high precision, and maximum return on ad spend.

Why These Platforms?

• Lower cost per impression
• Better for performance-based BOF ads
• Dynamic creative testing capabilities

Now start building you retargeting strategy in 4 easy steps:

Step 1: Audience Building

On Facebook:

• Upload a Customer List: Import email addresses or phone numbers (you collected with your lead magnet) to create a Custom Audience.
• Website Visitors: Use the Meta Pixel to target users who have visited the website, with the option to segment by specific page visits or actions taken.

On Google:

• Customer Match: Upload the same customer list to Google Ads. Note: this is not always permitted in sensitive fields like healthcare or finance due to compliance restrictions.

• Website Visitor: Create audiences based on users who have visited the website, with the option to segment by specific page visits or actions taken.

Step 2: Tailored Messaging & Creative Strategy

What to show these audiences:

• Comparison Ads: Why choose your brand over competitors?
• Customer Testimonials: Build trust and social proof.
• Sales Offers: If a limited-time offer is available, this is the place to show it  e.g., “72 Hours Only,” “First Purchase Discount,” etc.

Step 3: Facebook Remarketing

• Creative Formats: Use carousels highlighting benefits, short video testimonials, or comparison graphics
  
  

Step 4: Google Remarketing – Display and Search

Display Network:

• Launch visual remarketing campaigns (Display Ads) targeting both website visitors and customer lists (where allowed).
• Use consistent branding and messaging to continue the user journey visually.

Search Network:

• Target audiences within existing search campaigns: Only show ads to users who previously visited the site (use only targeting audience not the observation option)
• Service/Product Campaign: Bid on relevant keywords to recapture users actively searching.
• Brand Campaign: Many users will search your brand after seeing an ad – ensure they find a branded search ad that continues the narrative.

These are no longer cold prospects. They’re warmed up make up their mind, and now ready to act.

Summary: A Hybrid Strategy That Actually Works

Here’s the strategic blueprint:

This hybrid approach lets you:

• Target precisely on LinkedIn
• Nurture cost-effectively via content
• Convert affordably via retargeting on Meta and Google

It’s not just efficient. It’s profitable, scalable, and perfect for brand-building.

____________________________________________________________

About the author

Moshe Barzilay | VP of Clients at INCA media LTD.

Digital marketing expert with 8+ years of experience helping brands grow through smart marketing strategies.