Businesses need a constant flow of reasonably-priced leads to stay ahead. Whether you’re building up a client base or maintaining steady work, lead generation strategies/lead generation marketing are a constant need. That’s why in this post, we’ll go over the best place to find business-to-business (B2B) leads—Linkedin through professional Linkedin ads management.
LinkedIn is the largest global professional network and the number one platform for lead generation. The social network is responsible for 97% of a business’s social media leads, making it 277% more effective for lead generation than Facebook and Twitter.
What sets LinkedIn apart from other social networks is its professional community of business-minded members for which it was designed. 4 out of every 5 LinkedIn members drive business decisions. This means a highly concentrated pool of potential B2B clients.
In this article, we’ll go over the benefits of using LinkedIn to generate leads or B2B leads and the best local B2B lead generation strategies.
Source: https://business.linkedin.com/marketing-solutions/success/lead-generation
LinkedIn is where professionals keep up to date on their company and industry. In addition to its 774+ million members, LinkedIn has over 57 million business and 120,000 school accounts. LinkedIn’s active user base of professionals makes it a goldmine for potential B2B clients.
Plus, LinkedIn offers a host of professional data and news feed product or service. Because it is geared toward business professionals, LinkedIn sits atop all other social media platforms for lead generation strategies.
Source: https://neilpatel.com/blog/linkedin-marketing-tips/
Generating B2B high quality leads on LinkedIn requires a good strategy. Here are some actionable steps to acing your approach to LinkedIn:
When done right, an attractive company page will draw in valuable business. To create a company page, log in to your LinkedIn account and click the “Work” icon in the top right corner. A drop-down menu will appear, at the bottom of which you’ll find a link to “Create a Company Page.” Press the link and you’ll be asked about your company type, name, details, and so forth. Creating your company page only takes a few minutes.
As you complete your profile, you’ll notice a “Build Your Page” progress bar at the top of the page. Make sure to complete your profile in full as completed pages get 30% more traffic.
Don’t only provide basic information and facts about your company. Structure your page in a way that leads to conversions. The tagline should immediately tell visitors what your business offers. The header image should be engaging. And the company description should include a clear and compelling pitch with calls to action (CTAs). Get straight to the pitch in the first two lines since LinkedIn hides the rest under a “see more” button.
Finally, keep your recent updates section filled with relevant, clickable content. An empty updates section shows that you are not engaged on the platform, and sales team-qualified leads will be less likely to trust you.
Showcase Pages allow you to segment your B2B leads for different products, brands, events, and more. Also known as affiliate pages, Showcase Pages are like LinkedIn’s version of a landing page.
Create a Showcase Page by clicking on the “Admin tools” drop-down menu in the top right corner. Then click “Create a Showcase Page” under “Reach.” From there, you’ll be able to set a showcase page name and URL extension.
Try to keep showcase page names short, so they are not cut off on the sidebar of your company page. Most of all, prime your showcase pages for conversion with succinct descriptions and CTAs.
LinkedIn has over 2 million groups where professionals with similar interests or industry background can share insights and make connections. Joining relevant and active groups is an easy way to grow your network.
You can find groups to join by searching at the top of the homepage. Look for groups that are medium-sized, big enough to be worth your while but small enough for you to be noticed. Keep in mind, LinkedIn only allows you to be a member of 50 groups at most.
After you’ve established yourself as a thought leader, you can even create your own group. This gives you extra admin rights to control who joins or leaves the group and to steer the conversation around a certain topic or industry.
No doubt, groups are an easy way to connect with others in a natural way without sending cold requests.
So far, we’ve talked about ways to attract high quality leads. But you can also actively seek out prospective clients on LinkedIn. Identify your ideal lead scoring by developing a buyer persona and then use advanced search to find them. A buyer persona is a detailed description of someone who represents your target customer/potential customers.
With LinkedIn’s advanced search, you can narrow searches by connection type, location, company, industry, school, language, and more. Plus, you can narrow search results incrementally as you go. That way, you don’t need to start a new search every time you want to tweak the search filters.
If you want to streamline your outreach efforts, save your search criteria on LinkedIn and come back for new search results later. LinkedIn will even send you email alerts when new people match your saved search queries. This can save you a lot of time and effort in the long run.
Of course, the purpose of LinkedIn is to make connections.
But don’t just try to connect with anyone. Strive for quality leads connections that are relevant to your business. Sometimes members try to connect with anyone just to get to the coveted 500 connections threshold, but it really doesn’t do you any good to have a bunch of mediocre connections and no actual leads.
So use the advanced search tactics outlined above to find your ideal clients. Always include a personal message with any connection request, so it has the best chance of being accepted. People won’t always accept requests from people they don’t know, so remind them who you are or tell them why they should connect with you.
LinkedIn is not only a networking platform but a publishing platform. You can publish content in regular news feed posts or full articles.
When you post, you can include a photo, video, event, or even a slideshare presentation. You want to keep these short and sweet because users don’t spend much time scrolling through the news feed.
To write an article, simply click on “Write Article” under the “Start a post” bar. You can then write a headline and the body of your article, which can include images, rich media, and hyperlinks. Articles should be around 300-1000 words with catchy headlines that draw the reader in. Once you’ve read the article over a few times and edited for mistakes, click “Publish” to share it.
With both types of content you can determine who will see it, whether anybody on LinkedIn and the web or just your connections.
As for what to publish, publish content that is engaging, takes on industry pain points, and shows your expertise. With enough effort and time, you can become a thought leader in your industry and clients will come to you.
Thought leadership is a major driver of LinkedIn funnel traffic. Consider the following statistics from LinkedIn:
Establishing credibility through daily content is a huge source of B2B leads. To make your voice heard, publish both under your company page profile and under your individual profile as someone representing your company. That way, you can maximize your content exposure on LinkedIn.
Use an editorial calendar to keep a steady flow of content. Try posting at least once a week but strive for once a day if you can. Eventually, your network will learn to look forward to your thoughts and insights.
Whatever you do, make sure your content always adds value to users. You should share innovative and original ideas backed by relevant data. Include visuals like infographics or high-quality leads and photos, anything to capture users’ attention. Discuss action plans that others can follow to show you have real value to offer. An excellent example of this is search engine optimization (SEO) guru Brian Dean. He’ll show off one of his accomplishments and then tell you how he did it:
Source: https://www.linkedin.com/in/brianedean/detail/recent-activity/shares/
If you can’t think of what to post about, check out the “what people are talking about now” box on the right side of the homepage for some inspiration. Try striking up new conversations by forecasting future industry pain points or digging into their causes. You can also always share other people’s content that you find especially helpful or insightful. Stay selective with what you share and users will come to appreciate your tailored taste.
Mention influencers to build extra credibility. Cite any conversations you’ve had with other thought leaders whose followings you want to tap into. This can mutually benefit you and them by merging your networks. So look for ways to collaborate with other industry leaders.
End every post with relevant hashtags. LinkedIn adopted hashtags from Twitter to categorize trending topics and improve searches. By including hashtags that relate to your client’s needs, you can attract potential customers or clients searching LinkedIn for that specific topic. But don’t overdo the hashtags. Otherwise, it may come across as tacky. 3 or 4 hashtags are enough.
Finally, don’t forget to reward user engagement on your content by liking and responding to comments and following up on any questions. The more you engage, the more likely users will want to engage with your posts.
Like other social networks, LinkedIn offers advertising on their platform. Though LinkedIn advertising is more expensive than advertising on Google or Facebook, it can also be more effective. Most LinkedIn users are already ready to do business. So your ads are already very targeted.
To start advertising on LinkedIn, first create a Campaign Manager account by clicking the “Work” icon in the top right corner of the homepage and then selecting “Advertise.” You’ll be asked for an account name, a billing currency, and a LinkedIn Page with which to associate the Campaign Manager account. Then click “Create account.”
The inbound lead generation Campaign/inbound lead generation process Manager will first ask you to choose from the following main objectives: brand awareness, consideration in form of visits and engagement, and conversions via the lead generation process. For the Business to business lead generation process, we recommend selecting conversions as your goal.
From there, you will choose your target audiences filtered by 20 different categories, including location, company, job experience, education, demographics, interest, and traits. You can even create custom audiences with LinkedIn’s Matched Audiences and lead generation tools.
There are four different types of ads to choose from: Sponsored Content, Message Ads, Dynamic Ads, and Text Ads:
Once you’ve chosen an ad type, you can determine how you want to fund your campaign. LinkedIn offers three pricing options: cost per send (CPS), cost per click (CPC), and cost per impression (CPM):
At this point, you can let your ad campaign go live. Track how it performs in the Campaign Manager and make adjustments as needed. You can edit your ads, refine your target audience, and adjust your budget as you go.
Advertising on LinkedIn can bring in a lot of B2B leads because it’s the network that most professionals use. It’s no wonder that B2B display advertising is projected to keep increasing from 2018 to 2021:
Source: https://www.statista.com/statistics/1256362/linkedin-advertising-b2b-us/
Besides advertising, LinkedIn offers several internal and lead-generation tools to help you manage B2B leads. Check out it’s Conversion Tracking and Sales team Navigator tools, for example.
On top of that, there are a host of other digital inbound lead generation tools available when it comes to Business to business lead generation. Experiment and find ones that work for you.
Generating B2B leads on LinkedIn is an ongoing process. But with an attractive company page and showcase pages, relevant groups, advanced outreach techniques, stellar content, and targeted advertising campaigns, you’ll have plenty of leads in no time.
If you need help managing your LinkedIn ad campaign, ppc.co can help. Our experts have years of experience using LinkedIn to generate leads. We offer provable return on ad spend, concrete reports, ongoing consulting, flexible plans and pricing, all with a personal touch. Contact us today for a free, comprehensive pay-per-click (PPC) audit and advertising assessment.
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If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in.
Done right, they drive traffic, conversions, and repeat customers.
Done wrong, they drain your budget and leave you wondering what went wrong.
Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.
So how do top-performing e-commerce and retail brands make their paid ads work?
What are they doing that you’re not?
This guide breaks it down step-by-step, so you can start running profitable ads with confidence.
Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.
Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.
If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget.
And in e-commerce, that can get expensive fast.
Let’s start with the most critical numbers you need to know:
Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin.
So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.
For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.
Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:
On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.
A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.
That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.
Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer.
A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.
Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:
Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.
Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.
If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.
Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.
One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.
On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.
Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.
The more relevant your targeting, the more efficient your spend and the higher your return.
Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.
Your creative needs to do three things quickly:
Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.
For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.
Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.
If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.
Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.
Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.
Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.
Watch for early indicators of success – or failure.
Treat your campaigns like living systems. Tweak, test, and improve them continuously.
Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.
Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.
And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.
One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.
If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.
At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.
Contact us today to learn more!
