LinkedIn Ads
On LinkedIn you are not selling a product. You are selling a partnership.
It is the one channel where what counts is not how many see the ad, but who sees it. You work with a scalpel, not an axe: targeting the roles that decide, messages that open doors, and an eye fixed on the cost per qualified lead — not on vanity likes. We run LinkedIn Ads with method and transparency, out of the scientific approach we built over twenty years.
01
WHY
WHY
Let us be clear: LinkedIn is not Facebook.
A click on LinkedIn costs far more than elsewhere, and that is fine — because there you are talking to the people who sign the orders, not to someone scrolling out of boredom. The point is that this changes the whole game: in B2B the sales cycle is long, several people decide, and 7 leads out of 10 are not ready to buy right away. Anyone treating LinkedIn as a “put in budget and hope” channel burns money faster than anywhere else. We treat it for what it is: the tool for reaching the right people with arguments that matter, and for building measurable trust while the sale matures.
“People read what interests them. Sometimes it is an ad.”
— Howard Gossage
Why your LinkedIn budget burns with nothing to show.
The patterns are always the same. Leads that arrive and never turn into clients — contacts with no budget, no urgency, no decision-making power. Axe targeting, paying the expensive click to show up in front of the wrong people. Messages written to “run an ad”, not to open a conversation with an executive who has a thousand things to do. And the usual trap: likes and followers taken for KPIs, when the only thing that counts is how much real pipeline you generated.
On LinkedIn a mistake is not cheap: it is very expensive, click by click.
Surgical targeting is half the job. The other half is what you say to them.
On LinkedIn you can choose who sees the ad with a precision no other channel gives you: job function, seniority, industry, company size. That is the scalpel. But reaching the right decision maker is not enough: an executive needs a reason to stop, and that reason is not a discount — it is an argument about their business problem.
So we build at least three variants of every message and test them in an orderly way, and we set up Lead Gen Forms to take the friction out of filling one in. Then it all goes into the CRM, with lead scoring and nurturing: because a B2B lead does not close on the first click, it is grown.
QUALIFIED B2B LEADS
The right decision maker, not a random click.
SkinMedicSkinMedic
From an idea to more than 50 franchise clinics, with the ADAM method.
PonyPony
From no contacts to a qualified pipeline: three brands, one back end.
Vortex HydraVortex Hydra
A partnership that redefines industrial B2B marketing.
Read the case →02
FORMATS
THE FORMATS WE USE, WHEN THEY ARE NEEDED
Only the formats your funnel calls for.
01
Sponsored Content
The content that builds authority in the feed of the people who decide.
02
Lead Gen Forms
Pre-filled forms inside LinkedIn: less friction, more complete leads.
03
Message & Conversation Ads
The direct message, when it makes sense to open a one-to-one conversation.
04
Video & Event Ads
For thought leadership, webinars and launches that deserve presence.
05
Dynamic Ads
Formats personalized by role and company, to speak the language of whoever is looking.
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The advantage
No formats “because they exist”: we pick only the ones your B2B funnel actually needs. Scalpel, not axe.
CASE STUDY · INDUSTRIAL MACHINERY B2B
Technical decision makers, in more than 70 countries, reached one by one.
Vortex Hydra builds industrial machinery for two different worlds — roof tile production and the Dams division — and had to talk to engineers and purchasing managers scattered across the globe. On LinkedIn we built a highly specialized communication, alternating engineering content, case histories and industry analysis, and pointing the campaigns at precise professional profiles.
The result was not “more leads”, it was better leads: more qualified contacts, cost per qualified contact falling, and a presence that reached decision makers in more than 70 countries — establishing Vortex as a reliable technology partner for complex projects.
03
POSTURE
SMALL AND CONTROLLED, THEN SCALE
We start small and controlled, then we scale.
We never start “big”. You begin with a controlled test budget on the most promising segments, you measure what brings real leads, and only what works gets scaled. The bidding is a mix of manual control and algorithm — never blind automation — and every euro is tied to a KPI that counts in B2B: not CTR for its own sake, but cost per lead, qualification rate, MQLs that become SQLs, pipeline influenced.
And we work closely with the sales team, because on LinkedIn only the person who ends up talking to a lead knows the truth about it. It is the Measure phase of the ADAM method: leads come back marked “won” or “lost”, and that data goes back into the campaigns. Total transparency: the reports say what to keep and what to cut, straight away.
TOOLS
Sponsored Content
Lead Gen Forms
Message Ads
Matched Audiences
Lead scoring
CRM
MQL → SQL
A/B testing
04
METHOD
THE METHOD, PHASE BY PHASE
From audit to scaling, on the real leads.
01
Market and target audit
Who actually decides, where they are, which engagement patterns they follow.
02
Targeting and funnel
Surgical segmentation and a TOFU-MOFU-BOFU structure, with the right KPIs at each stage.
03
Messages and creative
At least three variants per message, written for the people who decide, ready to test.
04
Controlled test
A small budget on the best segments; we measure, and keep only what brings real leads.
05
Scaling and nurturing
We scale what works, leads go into the CRM, scoring and nurturing through to the sale.
LinkedIn Ads
No matter how brilliant your mind or strategy, if you are playing a solo game you will always lose out to a team.
05
COMPARISON
SCALPEL VS AXE
Scalpel or axe. On LinkedIn you can tell immediately.
With the scalpel
With the axe
The target
The roles that decide
A broad audience
The message
Opens a door
Shows a product
The budget
Test, then scale
“Put it in and hope”
The lead
Qualified (SQL)
Curious, with no budget
The KPI
Pipeline influenced
Likes and followers
06
RESULTS
WHAT ACTUALLY CHANGES
Leads that close, not leads that get counted.
Leads that close
Decision makers with a budget and a project, not curious contacts.
Less budget burnt
Surgical targeting and controlled tests: the expensive click goes to the right people.
Pipeline, not likes
We measure MQLs, SQLs and pipeline influenced, not vanity metrics.
A shorter sale
Nurturing and content shorten a B2B cycle that is long by nature.
We will tell you whether LinkedIn
is really the channel for you.
Tell us who you want to reach — roles, industries, markets — and what an average client is worth to you: we will run the free analysis and tell you whether LinkedIn makes sense for your numbers, or whether the budget would pay better elsewhere. Because on LinkedIn the click costs, and it should only be spent if the partnership you are after is worth it. An ugly truth beats a pretty lie.