Board meeting. Someone asks what last quarter's LinkedIn invoice actually brought in. Nobody can say how many of those leads ended up in a meeting with sales, because the forms get downloaded into a spreadsheet that someone uploads to the CRM, your customer database, when they get a minute.
LinkedIn leads are expensive by design: you're paying to reach specific job titles at specific companies. The useful question is what each opportunity costs you, meaning each lead that sales accepts and works. That's the number we decide with.
Five questions for choosing a LinkedIn Ads agency in B2B
Under each one, what we do. So you can compare.
1. Which number will you judge the campaign by?
Cost per opportunity, taken from your CRM. We read cost per lead every day, but it doesn't move the budget: a cheap lead from a company that would never buy from you is still money lost. More in what a good cost per lead looks like.
2. Who will see the ads?
The companies your sales team wants to close. We build the target account list with them and upload it to LinkedIn, which matches it against its company pages. One detail that changes the result: the list carries each company's website as well as its name. "Example Holdings Ltd" in the company register and "Example" on LinkedIn don't always find each other; the domain does. Before launch we check how many companies LinkedIn recognised and fix the list if some are missing.
3. Where does each form end up?
In your CRM, tagged with the campaign and ad it came from. We use LinkedIn's native lead forms, which people fill in without leaving the site, with their profile details already in place. We wire them into the CRM so the rep calls while the person still remembers asking.
4. How does LinkedIn learn which leads are worth it?
We feed back what happens next. When a lead becomes an opportunity in your CRM, that signal goes back to LinkedIn through its Conversions API, a direct link between your system and the platform. So the campaign learns to find people like the ones your sales team accepts.
5. If the sale takes months, how do you know early whether it's working?
We look at meetings first. An opportunity can take a quarter to close, but the meeting with a company on the list comes sooner. If the first weeks bring forms and no meetings with target accounts, we change the message or the list without waiting for the close.
What you can do today, before talking to anyone
Open the max CPL calculator for B2B. Enter what a customer is worth and what share of your leads end up signing, and it tells you the highest cost per lead your business can carry. Compare it with your LinkedIn cost per lead for the last 90 days.
If the numbers don't add up, request an audit of your account. We look at who your ads reach and what happens to each lead on the way to sales, and tell you what to fix first.
Frequently asked questions
How much does it cost to work with you?
It depends on scope: how many markets and account lists, and whether the CRM connection needs building. We quote after we've seen the account.
What happens to our audiences and history if we're switching from another agency?
They stay. The ad account and the lists belong to your company. We review what's there, keep what works and connect the CRM before moving any budget.
What does each opportunity really cost you?
Request the audit. We look at your LinkedIn account and your CRM together and give you the order: what to fix first and why.
Concrete actions for your account.