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Tag: ROI

4 Brutal Truths About Your Failed LinkedIn Ads

Posted on by Will Yuste

Your LinkedIn ads suck.

Not my opinion. Just math.

Most B2B companies waste thousands on LinkedIn ads with pathetic ROI. I’ve seen the numbers.

Want to know why? You’re skipping the fundamentals.

LinkedIn ads can be absolute money printers when done right. The targeting capabilities are unmatched for B2B.

Here’s the four brutal truths about why your LinkedIn ads fail – and how to fix them.

Truth #1: Your Targeting Is Way Too Broad

“Let’s target all marketing managers!”

Dead on arrival.

The B2B buyer’s journey includes multiple people, ~3.000 impressions and 260+ touchpoints.

If you’re going too wide, it means you won’t be able to afford to go deep enough and actually convert.

Your LinkedIn ads need extremely specific and focused targeting.

Instead of “Marketing Directors,” try “Marketing Directors at SaaS companies with 50-200 employees struggling with lead generation.”

Specificity gets attention.

Most companies (that can afford to) think broader targeting means more leads. But that’s wrong in most cases. What it does mean is you get more expensive and overall lower-quality leads.

Follow the 80/20 rule here. Figure out the 20% of your customers that bring in 80% of your revenue and then keep on targeting people like them.

Truth #2: You Make Your Content All About You

Your potential buyers don’t care that much for your product’s features.

What they do care about are their problems and how you can solve them.

If you’re pushing out random product demos before you build trust with your audience, you’re dooming yourself to failure…

The best performing ads on LinkedIn are those that deliver value upfront.

Trust comes before transactions. Always.

Most LinkedIn ads fail this basic test. They talk about “our revolutionary platform” instead of “how to solve your specific problem.”

Remember: Nobody wants to buy a drill. They want a hole in their wall.

Your LinkedIn ads should focus on the hole, not your fancy drill features.

Truth #3: You Make New Content For Every Ad (Stupid)

The content hamster wheel kills most LinkedIn ad campaigns.

You don’t need new content for every ad.

One piece of great content can become multiple LinkedIn ad variations.

Take a single expert interview and transform it into:

  • 8 different LinkedIn posts
  • 4 distinct ad creatives
  • 3 downloadable resources
  • 1 in-depth article

Each variation targets a different pain point or objection.

Work smarter, not harder.

Most marketers burn out trying to feed the content beast. Stop the madness. Repurpose ruthlessly.

Take your best-performing piece and wring every drop of value from it. Your LinkedIn ads will thank you.

Truth #4: Your Ads Look Like Ads (People Hate Ads)

The fastest way to kill LinkedIn ad performance? Make it look like an ad.

Stock photos of happy business people? Instant scroll-past.

Headlines that scream “REVOLUTIONARY SOLUTION”? Instant skepticism.

The best LinkedIn ads don’t look like ads at all. They look like helpful content a colleague might share.

They use:

  • No stock photos
  • Human, conversational tone
  • No vague promises
  • Actual results with proof

What now?

When you set up your campaigns properly, expect to see:

  • Dramatic drops in CPL
  • Conversion rates climb
  • Sales cycles shorten

This isn’t complicated.

It’s about doing the foundational work most marketers skip:

  1. Deeply understand your exact audience
  2. Create helpful content that builds trust
  3. Maximize that content through smart repurposing
  4. Make your ads not look like ads

Most companies want shortcuts.

They hire agencies to “fix” their LinkedIn ads without fixing their fundamentals.

That’s like putting premium gas in a car with no engine.

Implement these four truths, and your LinkedIn ads won’t just generate clicks, they’ll generate actual business results.

Everything else is just a waste of money.

These Bidding Tricks Helped Me Slash My LinkedIn Ad Costs By 27%

Posted on by Will Yuste

LinkedIn Ads were eating away at our budget ridiculously fast.

At first I didn’t give it much thought because It’s not my money anyway, why should I care about the bidding?

Learned pretty quick company management does not share the same stance on it.

Upon further investigation, I managed to figure out what was decimating our ad spend and I even brought down our cost by 27%.

The LinkedIn objective trap that most marketers fall into

First, I realized LinkedIn’s objective system was sabotaging my campaigns before they even started.

LinkedIn forces you to pick an objective that dictates your bidding options:

  • Brand Awareness – charged by impressions
  • Website Visits – charged by clicks or impressions
  • Engagement – charged for every tiny interaction
  • Video Views – charged per view (2+ seconds at 50% on screen)
  • Lead Generation – charged by form fills
  • Website Conversions – charged by specific actions

I was using “Maximum Delivery” for Website Visits. Big mistake.

When I switched to the right objective with manual bidding, my costs immediately dropped by 12%.

The auction hack that saved me 15% more

LinkedIn doesn’t just give ad space to the highest bidder.

They look at three factors:

Your bid amount.

Ad relevance to your audience.

Historical performance.

I improved my relevance score by making my ads hyper-specific to my audience.

Tighter targeting + better creative = lower costs.

This single change cut my costs by another 15%.

Four bidding types, but only one slashed my costs by 27%

I tested all four bidding strategies LinkedIn offers:

Manual bidding: I control exactly what I’ll pay per click or impression.

Maximum delivery: LinkedIn controls everything and spends my budget as fast as possible.

Cost cap bidding: I set an average cost target, LinkedIn adjusts within that range.

Enhanced bidding: LinkedIn increases my bid up to 45% for “high-value clicks.”

Manual bidding won by a landslide. It was the foundation of my 27% cost reduction.

LinkedIn Campaign Manager bidding options

I went from paying $8.45 per click to just $6.17.

My CPM disaster (and what I learned the hard way)

So I got cocky.

After saving so much with manual bidding, I thought I’d try CPM bidding because some LinkedIn “guru” recommended it in a YouTube video.

Wow. Worst decision ever.

My costs shot up by $782 in the first week alone. I nearly had a heart attack checking the dashboard Monday morning.

Turns out my CTR was garbage, only 1.8% – nowhere near high enough to make CPM work.

After a panicked chat with my marketing buddy who’s been doing this for years, I learned CPM only works when:

  • Your B2B campaigns already get 3%+ CTR (mine didn’t)
  • Your retargeting is crushing it with 5%+ CTR (again, nope)

That $782 lesson was a painful one but it clarified a lot.

After my CPM fiasco, I developed this process through pure trial and error:

  • Start bidding 15-18% below LinkedIn’s suggested range (they always inflate it)
  • Check campaigns before lunch daily – if they’re spending too fast, drop bids by 5-7%
  • If a campaign is crawling along with no spend by 3pm, bump bids up 8%
  • Weirdly, my weekend bids can be 22% lower and still perform (everyone’s offline anyway)
  • I track everything in a spreadsheet that only makes sense to me (don’t do that)

My boss thinks I’m a genius, but ‘m not telling him it’s just manual bidding and a spreadsheet.

My Expensive Automated Bidding Mistake

I’m very lazy.

I originally just chose automated bidding because I didn’t wanna have to bother with it.

That laziness cost my company $4,367 in wasted spend in just under a month.

When I finally switched to manual bidding (after my boss started asking questions), we not only saved money but somehow our conversion rate jumped 8.3%.

Now I just spend about 30 minutes each morning adjusting bids slightly.

If we’re being honest, LinkedIn literally designed their platform to extract the most money out of advertisers.

They try their best to push automated bidding, “LinkedIn Audience Network”, and other proprietary BS. Don’t give into it.

Anyway, that’s my little short story, hopefully you can learn something from my mistakes.

Why LinkedIn Text Ads Matter for Your Business

Posted on by Will Yuste

LinkedIn became a popular network among professionals all over the world. One of its advertising options is Text ads, which serve as a simple yet powerful tool for businesses. 

Here is why they are so beneficial for every business strategy:

What Are LinkedIn Text Ads?

Text Ads are dense advertisements that appear in the right sidebar of LinkedIn’s desktop interface. You can see them across various pages, including home feeds, search results and profiles. 

These ads include:

  • A brief headline (25 characters max)
  • Concise descriptive text (75 characters max)
  • A small image (100×100 pixels)

When users click, they’re directed to your desired destination – whether that’s your website or LinkedIn page.

6 Reasons to Use LinkedIn Text Ads

1. Ads that your budget will love

Text ads are cheaper than other LinkedIn ad formats. You have two options to pay: 

  • Pay-per-click (PPC): Ideal for generating leads
  • Per impression (CPM): Great for building awareness

You control daily spending with custom budgets and bids, making them appropriate for businesses with limited marketing funds.

2. Better results on desktop

Because Text Ads are only appearing on desktops, they target users who are better positioned to complete forms and take significant actions. This is a much better way to respond immediately because mobile users often delay conversions.

3. Connection power

LinkedIn shows the faces of people you know who follow the advertiser. Seeing friends connected to a brand makes you trust it more, and you’ll likely click.

4. Precision Targeting

Target decision-makers based on:

  • Industry and company size
  • Specific job titles
  • Professional skills
  • Education level
  • Geographic location

This precision ensures your marketing budget reaches only the most relevant prospects.

5. Quick Setup, Easy Management

Text Ads are easy to use. They require minimal creative resources – a headline, a short description and a small image. These campaigns are quick to launch, and you can easily track performance through LinkedIn’s analytics tools.

6. Versatile Marketing Strategy

Text Ads work excellently alone or alongside other ad formats. They’re scalable for businesses of all sizes. You can start small and expand as you see results. You can filter and adjust your targeting based on performance data.

Start Simple, See Results

Text ads work really well for all businesses, even though they are simple. They are cheap, target the right audience, and are really easy to use; they give you good results for your money invested. 

Doesn’t matter if you’re just starting with LinkedIn or want to add to what you are already doing; these types of ads help you connect with the right professionals easily. 

Need help with your LinkedIn ads? Book a call today for a free 15-minute chat!

From Hot Lead to Cash Money: The SDR Playbook That Actually Works In 2025

Posted on by Will Yuste

TL;DR: After you identify hot leads through signal aggregation, follow these steps to turn them into paying customers: hit them up fast (within 24 hours), research who they actually are, personalize your messages based on their actions, use multiple channels to contact them, get them on a discovery call, and track what’s working.

Got a hot lead? Don’t blow it.

I’ve seen too many companies waste perfectly good leads because they don’t have a system.

At FounderVideo, we’ve created a no-BS SDR playbook that converts qualified leads into customers who actually pay you money.

Respond like your business depends on it

Because it does.

After someone signals interest, your clock starts ticking immediately. You don’t have the luxury of waiting any more than 24 hours before they completely forget about you.

Quick responses are professional and they show that you’re on top of your game.

Write thoughtful emails that prove you’re actually paying attention to your lead:

  • “Hey there, I noticed you recently checked out our case study post on LinkedIn, I wanted to reach out and….”
  • “Saw you downloaded our ROI calculator, would you be interested in….?”

Do a bit of research before you reach out

Seriously, just take 5 minutes to look them up beforehand.

Stalk them (professionally)

Who are they actually? What do they/their company do? What problem can you solve for them?

Take a peak at their title, some of their recent posts, company info…

Targeted messages will ALWAYS get more replies than copy pasted garbage!

Use your signal data

This is why you’re paying for that fancy tracking software.

If you see someone spending more than 5 minutes on your pricing page, they’re doing math in their head and trying to justify it, take the opportunity to push them by showing them the ROI potential.

Do they keep re-watching your intro/how-to video? That means they’re probably stuck on something, reach out and help them out with it.

“Hey _____, noticed you checking out or video tutorials, we just helped ______ improve their KPIs by 23% using exactly what you were looking at….”

Don’t be afraid of reaching out on multiple platforms

Feel free to mix up your approach a bit, no need to stick to a single platform:

  • Regular email when you got something to explain/showcase
  • LinkedIn when you’re trying to appear professional
  • Cellphone if it’s something that can’t wait
  • Text messages for quick “you there” moments

And please, format appropriately, nobody’s reading your 7-paragraph LinkedIn novel.

Get them on a call ASAP

This is the whole entire point.

Everything you’ve done so far has one goal: getting that discovery call booked.

Make the value you can provide them very obvious: “Based on what you’ve seen so far, I think we could save you at least 10 hours per week on campaign management. Let’s hop on a 20-minute call and I’ll show you!”

Track everything

If you don’t measure anything at all, how do you expect to improve?

Keep notes on what worked and what didn’t after every interaction.

Monday morning emails got you way more responses than Friday afternoon? Did mentioning ROI improvements or time savings lead to more positive feedback?

Your CRM software should already have a lot of this info on it.

Update your playbook weekly based on what’s actually working. What converted last quarter might be annoying prospects today.

In Conclusion

This is how we’ve doubled our conversion rates at FounderVideo.

No fluff, no BS, just a system that works.

If your SDRs aren’t following a playbook like this, you’re leaving a lot of money on the table.

Thank you all for reading.

FV 25: From $0 to $3.8M ARR: How to Grow a PROFITABLE B2B Podcast | Tom Hunt @ Fame

Posted on by Will Yuste

Our host Will Martin sits down with Tom Hunt from Fame to talk about his journey of building a very successful B2B podcast production agency all the way to 3.8 million ARR without any external funding. Getting podcasting right as a content mint in B2B is very important, as is having strong company values and company culture while you scale.

Tom and Will explore the essentials of B2B podcasting, from selecting your guests to staying on a schedule and being consistent, and how these factors lead to higher long-term ROI.

They discuss the evolution of service-led growth in B2B companies and how podcasting plays with wider marketing strategies, like SEO and social engagement.

The conversation also covers Tom’s personal expertise gained from management consulting, his experience with angel investing, and the increasing convergence of services and products in the current business landscape.

TAKEAWAYS:

  • Tom Hunt built Fame to 3.8 million ARR through bootstrapping and learning from failures.
  • Tom’s background in management consulting taught him crucial business ops skills.
  • Company values and culture are important for sustainable growth and client satisfaction.
  • B2B podcasting requires you to focus on specific niche groups and select your guests strategically.
  • Stay consistent with your upload schedule for a better chance at long-term success.
  • Higher ACV products typically see better ROI from podcast marketing.
  • The first year of podcasting focuses on relationship building over listener metrics.
  • Podcasts serve as foundational content engines for broader marketing efforts.
  • Integration with SEO and social media will push your marketing efforts even further.
  • Simplified production processes are crucial for scaling podcast operations.
  • Understanding customer personas is important for an effective content strategy.
  • Retaining current clients is among the most important factors of B2B growth.
  • A service focused model can greatly enhance new client acquisition and current client retention.
  • Using AI technology can and will improve your podcast efficiency.
  • Strong company culture supports business scaling.
  • Angel investing requires strategic thinking over ego-driven decisions.
  • The distinction between services and products is becoming increasingly blurred.
  • Marketing strategies should align with broader business objectives.
  • Content marketing requires long-term commitment for optimal results.
  • Strategic thinking in guest selection maximizes podcast ROI.

TIMESTAMPS:

00:00 Introduction

01:26 The journey to $3.8M ARR

04:38 Intangibles from management consulting

07:05 Scaling Fame: values and culture

12:38 Should every B2B company start a podcast?

15:31 Key factors for podcast success

22:04 Podcast ROI and consistency

25:12 Who’s podcasting better for? Service vs Product companies

28:40 Podcast as a content engine

30:34 Roles/Team you need to launch and run a successful B2B podcast

35:37 “Whoever is closest to the customer, whoever wins”

37:15 When to start a podcast: early-stage vs mature companies

41:47 Client feedback loops in content

44:11 The role of values and culture in business success

47:23 Tom’s experience in angel investing into 12 companies

50:24 Fame’s GTM strategy and growth levers

55:14 Leveraging AI in podcast production

Tapping into Customer Insights for Personalized, High-Impact Campaigns

Posted on by Will Yuste

As you already know, but we’ll say it out loud – it’s crucial to understand your audience’s needs and wants. Period.

In today’s world, audiences are well-informed and expect customized, relevant content that speaks directly to their needs. If you want to connect to your audience more authentically, you need to utilize these insights, and you will drive better results. 

Understanding and Aligning With Your Audience

The foundation of any successful LinkedIn Ads campaign lies in understanding the audience. LinkedIn provides a batch of powerful analytics tools that give a thorough look into your audience’s demographics, job roles, professional interests, and engagement models. By plunging into these insights, businesses can create an ideal profile of their target audience, allowing for more precise ad targeting. This targeted point of view ensures that the right people see your message, which can lead to higher engagement and conversion rates.

Customised Content to Meet Audience Needs 

Once you know your audience, the next step is framing content that speaks directly to them. Today’s customers long for personalization, so creating ads that address their specific challenges, needs, and expectations can significantly increase relevance. Composing messages that speak to pain points or share valuable insights that resonate with where they are in their journey. Personalized content shows your audience that you understand their unique situations, making your ads feel more relatable and growing the possibility of engagement.

Using Videos to Build a Genuine Connection with Your Audience

Video content is gradually popular on LinkedIn and is a powerful tool for creating a personal connection with your audience. Consumers are more likely to engage with videos because they’re effectual, easy to consume, and can communicate quickly. Including videos in your LinkedIn Ads allow you to interface with your audience on a more personal level and help your brand stand out in a sea of static content.

Optimise Ad Performance with Insights

Running LinkedIn Ads isn’t an easy process, it’s about improving continuously. Frequently analysing ad performance metrics such as CTR-s, engagement rates and conversions gives beneficial feedback on what is working and where you need to improve. When you understand these insights, you can make data-driven decisions to upgrade your campaigns. Adjusting your strategy based on this feedback can lead to better ROI over time.

Adapt Your Strategy with Each Stage of the Consumer’s Journey

Winning LinkedIn Ads guide the audience through the buyer’s journey. It’s about crafting CTA-s that are in alignment with the customer’s current stage, whether they are exploring solutions or ready for decision-making. Making ads that are in alignment with each stage helps move potential buyers down the funnel and make them customers.

The Key Is in Testing

When you experiment with divergent formats, content styles and different targeting options, you get valuable insights into your audience’s needs. With each adjustment, your campaigns become more powerful. These improvements increase LinkedIn Ads’ relevance and bring stronger results over time, maximising the efficiency of your ad budget.

The Bottom Line

Audience insights are crucial for creating effective LinkedIn Ads that do more than reach people—they bond, resonate, and drive action. By understanding your audience, personalizing content, using video, and optimizing based on insights, you can build campaigns that stand out in an overflowing digital outlook and achieve stronger business outcomes.

So why wait? Transform your LinkedIn Ads strategy today by putting these audience insights into action. Book a call to learn how we can help you achieve stronger results with data-driven campaigns.

Maximising LinkedIn Ads ROI: The 2025 Playbook for Budget-Conscious Teams

Posted on by Will Yuste

LinkedIn Ads are very powerful tools that help businesses reach important people and grow their business in B2B digital marketing. Many marketing teams don’t want to use LinkedIn Ads because they think it’s too expensive but from our experience of running many B2B campaigns we want to show you that this is not true and share ways to get good results even with small budgets!

Breaking the “LinkedIn is Expensive” Myth

We have shown many times that you don’t need big marketing budgets to do well with LinkedIn advertising. Our team gets very good results with just $500-1000 per month. The important thing is not how much money you spend but how well you target and improve your ads.

The Foundation: LinkedIn Insight Tag Implementation

The most important thing is to put the LinkedIn Insight Tag correctly. This tracking code goes before the </body> tag on your website and helps you do many things like:

  • Track visitors from different places
  • Make better groups of people to show ads to
  • See how many people convert
  • Know which ads work best
  • Show ads again to people who visited before

Building High-Performance Audience Segments

We found that making good groups of people to show ads to is very important. These 4 groups work very well:

1. People who visit your LinkedIn Company Page

2. People who visit your website

3. People who watch your videos

4. People from your contact list

Strategic Budget Allocation: The 70/30 Framework

We use this simple way to spend money:

  • 70% for showing ads to people who know about you
  • 30% for finding new people

Ad Format Strategy: Choosing the Right Tools for Each Stage

We use different types of ads:

  • Simple image ads
  • Content that shows you know what you’re talking about
  • Text ads that don’t cost much

Implementation Best Practices

  • Start small and test things
  • Check how ads are doing every day
  • Make changes based on what works
  • Slowly spend more money on good ads

Looking Ahead: 2025 Trends and Opportunities

In 2025 we see these important things:

  • More video content
  • Ads that work well on phones
  • Workers helping share company content
  • Better ways to find the right people using AI

The Bottom Line

You don’t need lots of money to do well with LinkedIn Ads! If you use the right strategy focus on people who already know you and use the right kinds of ads you can get very good results even with a small budget.

Do you want to know how to use these ideas for your business? Book a call with us and find out!

Your Simple Guide to LinkedIn Ad Metrics

Posted on by Will Yuste

Stop throwing money at LinkedIn ads without understanding what the numbers actually mean. Most advertisers get overwhelmed by metrics and end up making costly mistakes. Let’s cut through the noise and figure out exactly what makes your campaigns tick.

Your KPIs (Key Performance Indicators) aren’t just vague metrics you can ignore. They tell an important story about your performance. What you need to do is learn how to read it.

Get a grip on your cost per click

Your CPC is the canary in the coal mine of your ad performance. If you’re paying more than $15 per click, something’s wrong. The sweet spot? Anywhere between $0-5 means you’re crushing it, $5-10 is solid, and $10-15 means you need to keep an eye on things.

You might think a high CPC is inherently a bad thing, however that’s not always the case. If those high-cost clicks are converting into high value-customers, you might be just fine paying those premium prices. The key here is knowing what your customer lifetime value is, and then doing the math.

Click-Through Rate reality check

Everyone obsesses over CTR, but here’s the truth: The LinkedIn benchmark of 0.4% isn’t written in stone. Your CTR tells you if your ads are catching eyes or getting lost in the scroll.

Getting awful CTR numbers? Your ad creative needs work. Period. No amount of audience tweaking will save a boring ad. Focus on:

  • Making your headlines pop
  • Using visuals that stop the scroll
  • Writing copy that speaks directly to pain points

What it costs to get seen

Cost per thousand impressions (CPM) is where things get interesting. The platform average sits around $20-30, but don’t panic if you’re seeing higher numbers. A $60 CPM might mean you’re targeting hard-to-reach decision makers – and that could be exactly what you want.

When CPM and CTR play nice

Here’s where it gets good: These metrics work together. A high CPM with a strong CTR? You’re reaching a premium audience that actually cares. Low CPM but mediocre CTR? You might be casting too wide a net.

The real trouble starts when you see high CPM paired with low CTR. That’s the danger zone – you’re paying premium prices to reach people who couldn’t care less about your message.

Make your numbers work

Want better numbers? Start here:

  • Test different ad versions against each other
  • Tighten up your audience targeting
  • Kill underperforming ads fast
  • Watch your frequency (yes, people can get sick of seeing your ads)

Remember: These numbers aren’t just data points – they’re feedback from your potential customers. When they’re bad, your audience is telling you something isn’t working. Listen to them.

Your next move?

Pick one metric to improve first. Don’t try fixing everything at once. Get your CTR up, then work on CPM, then fine-tune your CPC. Small, focused improvements add up to major performance gains.

The Truth About LinkedIn Ad Costs (Stop Being Cheap)

Posted on by Will Yuste

Yes, advertising on LinkedIn is pretty expensive, the sooner you accept that, the better. Before you start running from those scary high costs, let me show you exactly why they’re worth every penny, more importantly I’ll show you how to make them work for your business. If LinkedIn ads weren’t delivering good results, do you really think all these successful B2B companies would keep spending money on them? Probably not.

THE TRUE COST OF “CHEAP” LEADS

You might argue that you can get a lot more bang for your buck doing Meta ads. Okay, you might get 50 leads for the price of 5 LinkedIn ones, but how many of those actually show up to your calls? And if/when they do show up, are they the decision makers who can sign off on your solution, or are they just here to waste your sales team’s time?

Facebook is great if you’re selling $25 courses or trying to get people to download your meditation app with a subscription model. But for serious B2B? Please. LinkedIn is where it’s at.

YOU’RE COMPARING APPLES TO ORANGES

Here’s what most people get wrong – they try to compare LinkedIn ads with Google Search ads like they’re the same thing. They’re not even playing the same game. Google Search is catching people already looking for solutions. LinkedIn? We’re creating demand before people even know they need you.

When someone looks up “LinkedIn ads agency”, they’re already sold on the idea and they know what they’re looking for. LinkedIn lets you directly target the higher-up who doesn’t even realize his company is bleeding money with inefficient ads.

TARGETING OPTIONS JUSTIFY THE PRICE

Want to know what makes LinkedIn truly powerful? It’s not just the targeting (though that’s pretty sweet). It’s the re-targeting capability. That LinkedIn Insight Tag is pure gold – it sees everyone who visits your site, regardless of where they came from.

Got successful Google ads? Great. Facebook campaigns crushing it? Even better. LinkedIn can take all that traffic, qualify it using their targeting filters, and keep serving your ads to those visitors for months. It’s like having a premium remarketing system on steroids.

MAKE THE MATH MAKE SENSE

If you’re just throwing up cold LinkedIn ads and hoping for the best, you’re doing it wrong. The smart play is using LinkedIn as part of your full marketing ecosystem. Start with retargeting your existing traffic – it’s the lowest hanging fruit. Once you’ve got that dialed in, then you can start expanding to cold audiences.

And remember – one enterprise deal from LinkedIn can pay for your entire quarter’s ad spend. Try getting that kind of ROI from your $2 Facebook leads.

IN CONCLUSION

Are LinkedIn ads expensive? Yep. But if you’re serious about B2B growth, you need to stop being penny pinching. LinkedIn ads aren’t just another ad platform – they’re a very precise tool that lets you reach decision-makers with actual buying power.

The question isn’t whether you can afford LinkedIn ads. The real question is whether you can afford to miss out on the quality leads your competitors are already getting from them.

How to Spend Less and Achieve More on LinkedIn 

Posted on by Will Yuste

In today’s competitive world of LinkedIn advertising, simply showing up isn’t enough, you need to stand out and make every dollar work harder. Winning an auction once is great, but true success lies in building campaigns that deliver ongoing value and drive ROI consistently. 

The secret? A sharp mix of standout content, strategic bidding, and relentless performance optimization.

1. Master the Auction Dynamics

Want to outsmart your competitors and create campaigns with real staying power? Let’s dig in.

What LinkedIn’s second-price auction really means is you only pay slightly more than the next highest bid, and If you think that your bid alone will win the day – it won’t. LinkedIn’s auction also reflects on engagement and relevance, so content that resonates with your target audience is just as important as the bid amount.

Action Steps:

  • Bid Smart, Not High: Resist the urge to overbid. Instead, focus on strategic, efficient bidding that stretches your budget.
  • Prioritize Relevance: Craft ads that speak directly to your audience’s needs and interests to boost engagement and improve your auction standing.

2. Make Your Content More Engaging

LinkedIn’s Quality Score honours ads that perform well. Measuring factors are click-through rates (CTR) and engagement levels. If the ad has higher engagement it’s not just positioned better in auction –  it also costs less.

So, investing in captivating content isn’t just clever; it’s crucial for driving down costs and staying competitive.

Action Steps:

  • Make Eye-Catching Content: Craft high-quality, noticeable creatives that scroll stop and boost your relevancy score.
  • Drive Interaction: Push actions like likes, shares, and comments to keep engagement levels high.
  • Track and Optimize: Daily check CTR and engagement metrics to keep refining and improving your ads.

3. Adjust Your Bidding Strategy for Maximum Impact

Mastering your bidding strategy is all about finding that sweet spot between quick wins and sustained engagement. While LinkedIn’s automated bidding can help you reach your objectives, exploring manual bidding gives you the power to fine-tune costs and control your spending.

Action Steps:

  • Think About the Defaults: Often, LinkedIn’s suggested bids can push you to spend higher. Instead, start with the minimum usable bid to keep costs in check.
  • Conform to Performance: Monitor your ads performance and adjust your bids as needed to stay competitive.
  • Assess Short and Long-Term Goals: Form a game plan that delivers immediate results without sacrificing long-term engagement.

4. Perfect Your Targeting for Maximum Impact

Dialing in on a precise audience boosts your ad relevance and engagement, helping you stand out in the auction. By narrowing your focus, your content hits closer to home, sparking more meaningful interactions and better results.

Action Steps:

  • Know Your Audience Really Well: Use LinkedIn’s targeting tools to focus on the users who matter most.
  • Be Direct in Your Approach: Create messages that resonate with the specific interests and challenges of your target group.
  • Remove the Unnecessary Noise: Exclude audiences unlikely to engage to save budget and keep your metrics strong.

5. Regularly Analyse and Adapt for Success

If you want to stay ahead in LinkedIn’s ad auction you need to continually monitor and adapt your approach. Frequently plunging into your performance data helps you see trends, seize new opportunities, and double down on what’s working.

Action Steps:

  • Stop What’s Not Working: Cut off underperforming ads to stop wasting budget on low returns.
  • Make Real-Time Adjustments: Use live data to adjust your bids and strategies on the fly.
  • Test Several Times: Run A/B tests to uncover what truly resonates with your audience and keep refining your campaigns.

Accomplish Lasting Success on LinkedIn

By putting these strategies into action, you’re positioning your campaigns for long-term impact. If you remain focused on strategic planning, high-quality content, and data-driven optimization, your ads will reach the right audience with real efficiency.

It’s not just about winning today’s auction; it’s about building a foundation that consistently drives value and ROI. Be the agile, adaptable advertiser, and you’ll unlock LinkedIn’s potential for maximum return on your marketing investment.

Ready to Upgrade Your LinkedIn Advertising?

With these actionable strategies, you’re equipped to outsmart the competition while keeping costs in check. Applying these insights will help you maximize your marketing investment and create campaigns with lasting impact in LinkedIn’s competitive ad landscape. Now’s the time to upgrade your LinkedIn advertising and watch your ROI soar!

The Ultimate LinkedIn Targeting Deep Dive: Real Strategies, Real Results

Posted on by Will Yuste

We’ve spent countless hours experimenting with LinkedIn’s advertising platform, and let’s be honest – it’s a goldmine for B2B marketers when you know how to use it right. We will share everything we’ve learned about making LinkedIn’s unique targeting capabilities work for your business.

Why We’re Excited About LinkedIn Targeting

Here’s what we’ve discovered: while everyone else is chasing shadows on Facebook or fighting for keywords on Google, we’ve got something special with LinkedIn. Think about it – we’re working with data that professionals actively maintain and verify themselves. When did you last update your Facebook profile with your new job title? But LinkedIn? That’s probably the first place you went.

The Targeting Strategies We Swear By

Why We Always Start with Industries

Let’s cut to the chase – we’ve found that starting with industry targeting gives us the strongest foundation. Here’s why we love it:

  • Professionals tend to stick to their lanes, even when job-hopping
  • Industry pain points stay remarkably consistent
  • We can speak their language and address specific challenges

How We Play the Company Size Game

Here’s something we’ve learned the hard way: company size tells us way more than just budget potential. It’s a window into how decisions get made. Let’s break down our approach:

For the small guys (1-50 employees):

  • We go straight to the top – founders and C-suite
  • Quick decisions, direct conversations
  • Personal pain points matter most

With the middleweights (51-500):

  • We target department heads who feel the pain
  • They’ve got budget authority but need consensus
  • ROI conversations resonate here

For the big players (500+):

  • We spread our net wider
  • We target both practitioners and their bosses
  • We focus on team-level wins and company-wide impact

Our Role-Based Targeting Matrix

Let’s ditch the job title obsession. We’ve developed a better way to think about this. Here’s how we structure our targeting:

Decision Makers We Love:

  • Senior management + Finance (they get the budget talks)
  • C-level + Operations (they understand the big picture)
  • Directors + Technology (they know what works)

Influencers We Can’t Ignore:

  • Mid-level managers who champion change
  • Project managers who needed solutions yesterday
  • Team leads who face daily challenges

The Advanced Stuff We’ve Figured Out

We’ve found gold in LinkedIn’s interest and traits filters. Here’s what we look for:

  • Active group participants in our space
  • Folks engaging with thought leadership
  • Professional certification seekers
  • Career milestone achievers

Why We’re All In on Retargeting

Think of retargeting as our trusty multiplier. When we combine it with LinkedIn’s powerful filters, that’s when the real magic happens. Here’s how we build our targeting layers:

Foundation Layer:

  • Industry and company size targeting (our compass)
  • Role-specific targeting (our bullseye)
  • Professional interests (our qualifier)

Engagement Layer:

  • Previous site visitors (they’ve shown interest)
  • Blog and content readers (they’re doing their research)
  • People who’ve watched our videos (they’re invested)
  • Past lead form starters (they’re considering us)

We’ve found this two-layer approach does something powerful – it combines intent with precision. We’re not just reaching the right people; we’re reaching them when they’re already thinking about solutions like ours. It’s like picking up a conversation right where we left off, instead of starting from scratch every time.

The Traps We’ve Learned to Avoid

Let’s talk about what not to do. We’ve made these mistakes so you don’t have to:

  • Growth Rate Filters – We stopped using these because employee count changes often mean restructuring, not success. We prefer industry trends and company news for growth indicators.
  • Revenue Brackets –  The data is often stale. We stick to company size – it’s more reliable and tells us just as much.
  • Age Targeting – LinkedIn guesses ages based on education dates. We focus on experience level instead – much more relevant for B2B anyway.

How We Make It All Work

Our Testing Approach We start broad and narrow down:

  • Core industry and size filters first
  • Layer in roles
  • Add behavioral signals
  • Top it off with retargeting

Our Iteration Process

  • Small tests to validate our hunches
  • Watch those engagement metrics like the Hawks
  • Adjust based on real data
  • Scale what works, drop what doesn’t

Where We See This Going

We’re keeping our eyes on some exciting developments in LinkedIn targeting:

  • Skills endorsement targeting 
  • Better content engagement tracking
  • More sophisticated career trajectory indicators
  • Industry certification targeting

Looking Ahead

The future of LinkedIn targeting is bright. We see new possibilities with skills endorsements, better engagement tracking, and more sophisticated targeting options. But remember – success isn’t about using every filter available. It’s about finding the right combination that connects you with decision-makers who are ready to act.

Have questions about your LinkedIn targeting strategy? Let’s continue the conversation – we’d love to hear about your experiences and share more of our insider tips.

Fix Your Website’s Bounce Rate Before It Kills Your Business

Posted on by Will Yuste

I get it, your website might look amazing, but if visitors are leaving as soon as they click on it, you’ve got a serious problem. 

Your bounce rate is killing your conversions, and those beautiful designs you spent thousands on might as well be invisible if nobody sticks around long enough to see them.

What’s Actually Killing Your Website Performance?

First off, bounce rate means someone landed on your page and immediately noped out of there without checking anything else. According to SEMrush, anything above 40% is a red flag. But here’s the kicker – most B2B websites are hemorrhaging visitors without even realizing it. Don’t be like them.

Speed: The Silent Conversion Killer

If your website loads slower than a snail in molasses, you’re dead in the water. Visitors won’t wait around – they’ll bounce straight to your competitors. Especially with the majorly reduced attention spans we’re living with today. Aim for a one-second load time, anything more and you’re burning money.

Common speed killers include:

  • Unoptimized images that are way too big
  • Too many fancy plugins doing nothing useful
  • Cheap hosting that can barely handle traffic
  • Outdated platforms collecting digital dust

Mobile First or Don’t Bother

Here’s a wake-up call: If your site isn’t perfectly optimized for mobile, you’re living in 2010. “Responsive design” isn’t enough anymore. Your site needs to work flawlessly on every device, or you’ll keep losing visitors.

Content That Converts

  • Headlines that actually mean something
  • Clear navigation that doesn’t need a manual
  • Calls-to-action that aren’t boring “Learn More” buttons
  • Social proof that shows you’re the real deal
  • FAQs that answer real questions, not corporate fluff

Pro tip: Put your main call-to-action where people can actually see it – above the fold. Don’t make visitors hunt for it like it’s buried treasure.

Test Your Ads, See What Works, Improve

Stop guessing what works. Use Google Analytics to track your bounce rate and see which pages are driving visitors away. 

Run A/B tests on different headlines and layouts but change one thing at a time so you know what’s actually moving the needle. Talk to your actual customers about what they want – their feedback is worth more than a thousand marketing meetings.

Final Thoughts

Your bounce rate isn’t just a number – it’s potential revenue walking out the door. Focus on speed, mobile optimization, and content that actually speaks to your visitors. Test everything, measure what works, and keep improving. Because in B2B, every visitor that stays could be your next big client.

Want your website to stop leaking visitors? Start implementing these changes today. Your conversion rate will thank you.