When to use LinkedIn Ads
B2B services, recruitment, high-ticket consulting, SaaS, professional education and founder-led credibility campaigns. Use it when the platform behaviour matches the buying journey, not because someone in a meeting said the brand needs to be everywhere.
The Grassroots play
Build around authority, specific pain points, founder content and account-based targeting. Start with one sharp offer, multiple creative angles and a measurement setup that can separate noise from money.
Document
Document ads
Thought
Thought leadership ads
Lead
Lead gen forms
Retargeting
Retargeting to site visitors
Formats worth testing
- Document ads
- Thought leadership ads
- Lead gen forms
- Retargeting to site visitors
Metrics that matter
- Cost per sales-qualified lead
- Form completion rate
- Pipeline value
- Content save rate
What to avoid
Corporate wallpaper. If it reads like it went through legal twice, kill it.
How Grassroots would start
- Audit the offer, landing page and tracking before media spend.
- Write five hooks based on audience pain, proof, objection, urgency and contrast.
- Launch lean creative tests, kill weak angles quickly and move budget into winners.
- Report on leads, revenue and sales quality, not applause metrics.