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Tag: ROI

The Hidden Killer of LinkedIn Ad Performance: Your Company Page

Posted on by Will Yuste

Your LinkedIn ads might be amazing, but if your company page looks like a ghost town, you’re burning money. When prospects see your ad, they don’t always click straight through to your landing page. Instead, some of them do their homework – they check out your company page to see if you’re legit. If what they find looks sketchy, say goodbye to that lead.

YOUR COMPANY PAGE IS YOUR DIGITAL STOREFRONT

Think of your LinkedIn company page as your digital headquarters. When potential customers peek inside, what do they see? An empty room with cobwebs, or a thriving business they can trust? Here’s how to make sure it’s the latter.

FOLLOWERS AREN’T JUST A VANITY METRIC

I’m not going to try and lie to you, if you have less than 1,000 followers, people aren’t going to trust your brand as much as they would if you had 10,000 or more. But that doesn’t mean you should get discouraged; your ads will still have an impact.

However, you need to focus on growing your follower base, and to do that you can use LinkedIn’s invite feature that allows you to invite up to 250 of your connections to follow your page.

CONTENT HELPS BUILD YOUR CREDIBILITY

Companies with inactive pages reduce conversions. When someone visits your page, they should find regular activities, not empty space. Keep in mind that quality is much more important than quantity.

Pin your most successful post to the top of your page. It’s the first thing visitors notice, so make it impactful. If you have a good case study? Pin it. If you got featured in a big publication? Pin it. If you have an expert interview showing off your knowledge? You know what to do – pin it.

USE YOUR TEAM’S PRESENCE

Your employees are a very important asset. When people check your page, LinkedIn shows them trending co-worker content. This helps a lot in building credibility. Active employees show healthy and engaged company – exactly what potential customers want to see.

Get your team posting about:

  • Industry secrets/tips they’ve discovered
  • Projects they’re most proud of
  • Company culture moments
  • Professional achievements

MAKE YOUR NUMBERS WORK FOR YOU

Size matters on LinkedIn, but not how you might think. Your employee count, job postings, and growth trajectory all tell a story. Make sure they’re all up to date.

  • Get every employee to link their profile to your company page
  • Keep your job listings active (even for future positions)
  • Show steady growth in your insights tab

YOUR “ABOUT” SECTION ISN’T A BIOGRAPHY

Stop treating your “About” section like a boring company bio. Turn it into a mini sales pitch. Tell your story, show your personality, and most importantly – make it clear why someone should care about your company.

SHOW OFF YOUR ADVERTISING POTENTIAL

Here’s something most people don’t know: LinkedIn users can see what ads you’re running. No ads? You look small time. Running a solid ad campaign shows you’re serious about growth and have the budget to back it up.

WHAT’S NEXT?

Your LinkedIn company page serves as more than just a profile – it functions as a platform for building trust. Every component must work in harmony to establish credibility with potential customers. If you improve these elements, your advertising effectiveness will increase because customers will have more confidence in their purchasing decisions.

Don’t let a subpar company page undermine your advertising investment. Take steps to enhance it now, and you’ll notice improved conversion results.

Want to learn more about maximizing your LinkedIn ad performance? Make sure your ads are hitting the mark by checking our guide on Quality Scores – because a strong company page is just the beginning. 

LinkedIn Ads: Stop Burning Money and Start Getting Results

Posted on by Will Yuste

LinkedIn Ads are a battlefield. An expensive one. If you’re treating it like a passive advertising platform and think budget alone is enough, then you’re already losing. LinkedIn is not just about pouring money into campaigns, it’s about knowing how to play the system. CPC too high? CTR too low? Bids are consistently draining your wallet? There’s work to be done there.

In this guide, you’ll learn how to take control of your ads and make every dollar you pour into them work harder. I’ll break down how to get ahead of the LinkedIn auction system, lower your CPC, and make campaigns that boost your CTR. I’ll also throw in some advanced bidding strategies from industry experts. Keep on reading and find out.

LINKEDIN’S AUCTION SYSTEM

Being the highest bidder won’t help you here, being the smartest bidder, however, will. Most advertisers (especially the ones with deep pockets) waste their budgets because they don’t get how the system works. Don’t be like most advertisers. LinkedIn rewards relevance over raw spend. They consider both your bid and your relevance score when deciding who wins the auction. A high quality, relevant, and well thought out ad can outcompete higher bids any day of the week.

If you want to win here, you have to start with good targeting. Instead of trying to cast the widest net, be specific with who you want to show your ads to. 

Job titles, Industries, Company sizes, Geo locations…

You can filter by all of those and end up with a much smaller audience that you know is a good fit for your product/service. Broad targeting will kill your budget because it inflates your CPC by making you compete with irrelevant advertiser

Always opt for manual bidding and set your own budgets. Don’t let LinkedIn guilt trip you into wasting more money than needed.

HOW TO LOWER YOUR CPC WITHOUT KILLING PERFORMANCE

If your cost per click is way up in the sky, it means you’re not getting as much as you could out of every dollar you spend. Lowering the CPC doesn’t mean cutting corners. It just means using the right means to optimize your campaigns.

One way to immediately reduce CPC is what I’ve mentioned before, making your audience smaller. 

A smaller, highly targeted audience leads to less competition and ultimately lower costs. But that’s not all there is to it. Engagement matters too. A lot. LinkedIn will reward you for running ads that drive interaction. 

That means you should primarily be focused on making creatives that people actually want to click on and interact with. The higher your click through rate(CTR), the less LinkedIn charges you per click.

Another key strategy: Retargeting. Warm audiences, in other words, people who’ve interacted with your campaigns already, or visited your website. They’re the ones that are way more likely to convert and are cheaper to convert than cold leads. Use LinkedIn’s Matched Audiences feature to retarget these people with more personalized ads that’ll move them closer to a conversion.

MAXIMIZE YOUR CTR

Click-through rate is the bread and butter of your ad campaign, not just a metric you can glance over and think nothing of it. If your CTR is high, it means LinkedIn’s algorithm loves your ad, and you’ll end up paying less per click. Low CTR means you’re pretty much just wasting money and barely making an impression.

You can start by taking a look at your ad creatives and fixing them. Headlines need to grab attention and clearly point out what value you’ll bring to the user if they decide to click on your ad. For the love of God, avoid the generic corporate-speak BS. Be direct and specific with it. 

“Cut your ad costs in half with these proven LinkedIn strategies” will beat “Learn more about LinkedIn ads…” every single time.

Next, rethink the visuals you’re using. Bland stock photos are absolutely not the way to go in a feed full of decision makers. Instead, you should be using clean, professional imagery or simple graphics (not the corporate ones) that make sense combined with your brand’s message. Authenticity is king here.

Finally, make sure your Call to Action is clear and direct, not vague and generic. “Learn More” is pretty much as weak as it gets with CTAs, try something like “Get the Strategy Now” or “Boost Your ROI Today”.

BID SMARTER

Bidding isn’t just about throwing money into the system. It’s about knowing how much and when to bid to maximize your impact.

LinkedIn offers both CPC (cost per click) and CPM (cost per mille, or cost per thousand impressions) models.

If you’re just starting out as a newbie, or you’re testing out some new campaigns, stick to CPC for better control. It lets you pay only when someone clicks, which means your budget won’t be spent on negligible results.

When your CTR improves, you can consider testing CPM bidding for a broader reach. But before you do this you should check out LinkedIn’s suggested bid range, however, take it with a grain of salt, they’d like nothing more than to squeeze more money out of you. Feel free to bid slightly below the recommended range and if your ad is good, you’ll still win the auction.

AD FATIGUE

Ad fatigue is a silent killer of LinkedIn ads, frankly any ads for that matter. If you’re running the same creative for weeks, or even months on end, and wondering why your CTR went below sea level, you’re witnessing it firsthand. Ad fatigue happens when your audience sees your ad so often they get sick of it and stop engaging with it, or even worse, they start ignoring your brand completely because of it.

In short: Keep your ads fresh, test new formats, keep your audience engaged.

LET’S SUM THIS UP

LinkedIn Ads aren’t about spending more, they’re about spending better and smarter. If you understand the auction, lower your CPC, up your CTR and bid strategically, you can turn them into an insanely good revenue driver.

Stop throwing more money at the problem hoping it fixes it. Start implementing these tips and you’ll see your campaigns go from money pits to money printers.

Get Your Money’s Worth: ROI and Budgeting Tips for LinkedIn Video Ads

Posted on by Will Yuste

Ever feel like running LinkedIn ads is a lot like tossing money into a wishing well? You throw in your budget, cross your fingers, and hope for the best.

Hope isn’t a strategy. Every dollar should give you specific results, and if it’s not, you gotta put it somewhere else. If you’re not tracking ROI and managing your budget, you’re not just wasting money, you’re boosting someone else’s success.

Let’s turn that around. I’ll teach you how to optimize your ad budgets, pick the right bidding strategies and track ROI to make sure every dollar you spend is working for you. No coin tosses or wishing wells required.

SOME BUDGET BASICS YOU NEED TO KNOW

Your budget isn’t just a dollar amount, it’s the tool that determines how often and where your ad will be seen. On LinkedIn you’re playing in one of the most competitive ad spaces. Without a well-thought-out budget, even the best video ads will fail to gain traction.

Every campaign you run should have a specific goal in mind: brand awareness, lead generation, or conversions. This will decide how much cash you’ll need to throw at them.

  • Awareness campaigns typically require larger budgets and have greater reach.
  • Conversion-focused campaigns work best with a smaller, highly targeted audience.

Don’t skimp on testing, allocate about 5–10% of your overall budget to test slightly different variations of your ads. That’s the easiest way to find out what works best. We talk more in depth about this topic in this article.

Keep in mind that LinkedIn CPM (cost per thousand impressions) and CPC (cost per click) are higher than other platforms. Plan your budget with this in mind because nothing’s worse than realizing halfway through your campaign that your wallet’s already tapped out.

CHOOSE THE RIGHT BIDDING STRATEGY 

LinkedIn will try their very best to hide the single best bidding option from you – Manual Bidding. I can’t say I blame them because Automatic bidding takes the most amount of money out from your pocket and into theirs. Safe to say you shouldn’t be using that option, or any other variations of it they come up with.

LinkedIn Campaign Manager bidding options

Stay on manual mode, choose an amount that you’re willing to spend on ads and you’ll save a lot of money going forward.

TRACK YOUR RETURN ON INVESTMENT!

If you’re not tracking ROI, your ad campaigns are nothing more than expensive guessing games. But don’t worry I’ve got good news! LinkedIn already has most of the tools you need to track your ad performance, if you know how to use them.

In your Campaign Manager, keep an eye on Conversion Tracking . Set up clear conversion goals like sign-ups, purchases, or downloads and Campaign Manager will show you which ads are driving results. Pair that with the Demographics Report to see who’s converting and who’s just lurking.

Use the Insight Tag. It’s a piece of code you drop on your website so you can see what happens after someone clicks your ad. Did they fill out a form? Download your whitepaper? That’s the stuff you need to know to know if your ads are pulling their weight.

Check your results often, spot the ads doing their job, and ditch the ones wasting your cash. Then, take what’s working and go all in. Simple. That’s how you turn LinkedIn ads into actual results instead of a money pit.

The Takeaway: Budget Wisely, Track Relentlessly

Don’t let LinkedIn push you into spending more money than you need to. That money can be used to run even more ad campaigns. Take control of your campaign manager and keep an eye on the results you’re getting from those ads.

Now that you have the know-how, try using these tips on the campaigns you’re already running, and I bet you’ll see positive results in no time. 

Purifying Your Targeting to Achieve Better Product Market Fit on LinkedIn

Posted on by Will Yuste

If you want to achieve optimal Product-Market Fit (PMF) you need to ensure that your product meets market demands and resonates with your target audience. LinkedIn offers various opportunities for precision targeting and helping you enhance your PMF. 

Here are several ways how you can leverage LinkedIn’s features to reach powerful PMF.

1. Understand Your Audience

You need to know your audience inside out. Learn what their pain points, needs, and preferences are. Segmenting your audience is available through LinkedIn’s demographics and interest-based targeting. That way you can divide your audience with precision, and ensure that you are reaching those who will benefit from your product. 

2. Customise Your Messaging

The next step is to make personalised messages that resonate with each part. The key to aligning your product with market needs is to help your audience see how your offer can help their unique demands.

3. Make Engaging Video Content

Video ads work well on networks like LinkedIn, boosting high engagement rates. By using videos you have the opportunity to show your brand’s unique value proposition and create a narrative that shows your audience how your product or service is deeply needed. 

4. Engage With Your Audience and Retarget

When you engage with your audience you create the opportunity to build a relationship and a stronger foundation for the future. Use LinkedIn’s retargeting tools to stay on your leads’ radar, nurture them with a clear funnel, and guide them step by step toward becoming customers.

5. Make Feedback Loops

Use LinkedIn campaign engagement metrics to fine-tune your audience targeting and product offerings. This ongoing process helps your product stay aligned with market needs and consistently improves your product-market fit.

6. Track and Adapt

Measure engagement rates, conversion rates, and lead quality to provide actionable insights that will help you better adapt what your brand has to offer to your customers’ needs. 

7. Optimise Regularly

Maintaining PMF is a continuing process. Use LinkedIn’s campaign feedback and adapt your targeting and marketing strategies. By using every needed insight you can improve your alignment with the market. 

By honing your targeting, crafting personalised messages, and continuously optimizing on LinkedIn, your business can strengthen its Product-Market Fit. This connection won’t just make your customers happier—it’ll fuel lasting growth and help you thrive in even the toughest markets.

FV 18: LinkedIn Ads & Social Content Strategies for Oil and Gas Professionals | @TheOilFieldLeader‬‬

Posted on by Will Yuste

Will Martin welcomes Christian Lombardini, founder and host of The Oilfield Leader Podcast, and Bailey Midkiff, Oil City Chapter President of the Oil & Gas Workers Association. Together, they explore key themes like safety in the oil and gas industry, the power of LinkedIn for B2B marketing, and how companies can evolve their approach to content and customer engagement.

Will shares insights into how FounderVideo leverages video content on LinkedIn to create impactful thought leader ads and social campaigns. He points out the major shift from static website content to dynamic social content, especially the importance of being customer-centric and authentic. The conversation also goes into strategies for gaining traction on LinkedIn, including engaging with the right people, speaking your audience’s language, and creating content that resonates with their needs and interests.

The discussion further goes on the balance between organic growth and paid advertising on LinkedIn, the ROI of LinkedIn ads, and how guided interviews can help you generate high-quality content efficiently and easily. Will also gives some practical tips on building a personal brand and providing valuable content consistently to drive engagement.

Takeaways:

  • Safety remkains a top priority in the oil and gas industry and should be central to discussions and initiatives.
  • LinkedIn is a powerful tool for B2B marketing and advertising, especially in industries like oil and gas.
  • Shifting to social content requires a customer-first approach but provides value and authenticity to connect with audiences.
  • Document your journey and stay genuine, audiences are drawn to authentic, relatable stories.
  • Engage with your audience’s world on LinkedIn, follow their influencers, use their language to connect.
  • Organic LinkedIn growth takes time, while paid ads provide a faster way to target the right audience.
  • Guided interviews are a smart content strategy, helping leaders create multiple video pieces in one session.
  • LinkedIn ads offer precise tracking and attribution but require the proper systems to measure ROI effectively.
  • Building a personal brand on LinkedIn takes consistent, high-quality content and active engagement with others.‍

TIMESTAMPS:

‍00:00 Introduction

‍00:14 The Importance of Safety in the Oil and Gas Industry

‍02:11 Introduction to Will Martin and FounderVideo

‍05:46 The Shift from Website to Social Content

‍07:02 Understanding Dark Social and Customer-Centric Marketing

‍09:15 The Power of LinkedIn Ads and Thought Leader Ads

‍21:34 The Importance of Authenticity in Social Media

‍32:58 Time vs. Money: Organic vs. Paid Strategies

‍34:06 The Power of Guided Interviews

‍35:36 Mastering LinkedIn Ads

‍37:02 Audience Engagement and Content Strategy

‍45:24 Building a Personal Brand on LinkedIn

‍45:59 Tracking ROI and Attribution

‍59:11 LinkedIn vs. X: Which Platform is Better?

‍01:01:37 Conclusion and Future Plans

FV 17: Materializing the BowTie from @WinningByDesign‬ with Vasco | Guillaume Jacquet‬‬

Posted on by Will Yuste

Meet Guillaume Jacquet, founder of Vasco, the game-changing revenue operations platform built for ambitious SaaS companies. Vasco doesn’t just manage data but transforms it. By pulling messy CRM data, cleaning it up, and pushing it closer to your go-to-market strategy, Vasco helps teams ditch the chaos and focus on winning.

Guillaume, with his sharp background in finance and venture capital, built Vasco for B2B SaaS businesses earning $1M–$100M ARR. The sweet spot? $5M–$50M. Whether it’s revenue forecasting, capacity planning, or creating a single source of truth, Vasco makes sustainable growth and efficient scaling a reality.

Takeaways:

  • Vasco isn’t just another platform; it’s the end-to-end revenue ops solution for SaaS companies ready to dominate their market.
  • Efficient growth is the name of the game, and Vasco’s tools for revenue forecasting, capacity planning, and data alignment put companies ahead of the curve.
  • Guillaume Jacquet’s expertise in finance, venture capital, and entrepreneurship gives Vasco a serious edge—it’s built for real-world challenges, not just theory.
  • Vasco creates a “single source of truth” for go-to-market operations, turning scattered data into a clear, actionable strategy.
  • The platform’s CRM integration and custom data modeling mean businesses can finally align their numbers with their growth ambitions.
  • Target audience? SaaS B2B companies with ARR between $1M-$100M, especially those in the $5M-$50M sweet spot.
  • If your company is serious about sustainable growth and go-to-market excellence, Vasco is your ticket.

TIMESTAMPS:

‍0:00 Introduction to Guillaume Jacquet and Vasco

‍5:27 Guillaume’s Background and Journey

‍14:06 How to Identify and Get PMF and Go-to-Market Fit

‍24:24 Vasco’s Feature Set: Live Product Demo

‍29:35 Vasco’s Benchmarking Sources

‍31:30 Building GTM Analytics & Forecasting Top-Down

‍38:10 How Vasco gets CROs & RevOps Closer to CFOs

‍40:23 Vasco is to RevOps what HubSpot is to Inbound

‍41:54 Building a Single Source of Truth for GTM Data

‍45:14 Vasco’s Target Market/ICP & Pricing

‍50:26 Funding, PMF, Runway and Future Vision

‍52:59 Guillaume’s Experience on RevOps & Finance Disconnect

‍56:37 The Future of GTM and SaaS Landscapes

‍1:08:52 VC-backed vs Bootstrapped as a Founder

‍1:17:21 Outro and Guillaume’s Advice for Founders‍

FV 14: Inbound-led Outbound, Organic Social & Founder Brand | Adam Robinson @RB2B.com

Posted on by Will Yuste

Adam Robinson, founder and CEO of Retention.com, shares his experience with building a lean B2B company and using the power of organic social media to his advantage. He stresses the critical role of having a standout product that drives word of mouth growth while pushing back against the pressure to over-hire.

Adam also explains why outbound marketing struggles in today’s saturated market and how an inbound-led-outbound strategy can disrupt at VC scale, especially for high-ACV products. He put emphasis on founder branding as a key trust-building tool and explains how creating “unmeasurable” content can establish authority and amplify reach.

The discussion rounds out with thoughts on RB2B’s performance, its match rates, and features of its paid plan, teasing some interesting upcoming launches.

Takeaways:

  • Remarkable products fuel growth: A great product warrants word-of-mouth success and higher revenue per employee.
  • Stay lean: Avoid unnecessary hiring by focusing on efficiency and a small, effective team.
  • Organic social is a multiplier: Quality content paired with interest-based algorithms gives you exponential growth.
  • Outbound struggles in saturated markets: Inbound-led-outbound strategies offer scalability for high-value products.
  • Founder branding builds trust: Positioning the founder as an authoritative, relatable figure resonates with audiences.
  • RB2B insights: Its US traffic match rate is ~8%, with room for improvement using tools like reverse IP lookup.
  • RB2B paid plan perks: Features include visitor insights, ICP filtering, and integrations with tools like Slack and HubSpot.

TIMESTAMPS:

‍0:00 The story of how Adam got into video

‍24:11 How to get to $1-2M in ARR per employee

‍39:20 Why is organic social media so powerful right now

‍42:30 Diminishing response and deliverability rates in outbound

‍46:05 Inbound-led outbound as a GTM motion

‍49:25 Outbound (push) vs inbound/organic (pull)

‍50:50 Chris Walker’s playbook vs Adam’s

‍1:02:50 Is inbound-led outbound only for low-touch/PLG SaaS?

‍1:14:14 Resolving and accuracy/match rates: RB2B vs Clearbit vs 6Sense

‍1:19:10 What the RB2B paid plan gets you

FV 1: Full-funnel Marketing to an ABM list | Andrei Zinkevich

Posted on by Will Yuste

In the very first episode of the FounderVideo podcast, we have the pleasure of listening to our host Will Martin interview Andrei Zinkevich, a B2B marketing strategist and the founder of Full-Funnel.io. He has experience with building ABM campaigns for companies in highly valuable yet niche markets.

Andrei points out the importance of the Ideal Customer Profile (ICP) and says that having customer interviews can provide important data to help shape your messaging, positioning and overall campaign success.

The key takeaway is that successful ABM requires customer-oriented strategies, a lot of testing and balancing awareness with demand generation.

TAKEAWAYS:

  • Andrei Zinkevich specializes in ABM strategies for niche, high-value markets.
  • Identifying and targeting Ideal Customer Profiles (ICPs) is critical for ABM success.
  • Customer interviews uncover insights to shape messaging and positioning.
  • Over-reliance on lead generation without building awareness is a common mistake.
  • A full-funnel approach connects awareness, engagement, and demand generation.
  • Aligning sales and marketing teams is key to ABM performance.
  • Effective ABM focuses on quality engagement over lead volume.
  • Testing assumptions and validating strategies ensures long-term success.
  • Balancing awareness and demand generation drives sustainable results.

TIMESTAMPS:

00:00 Introduction

03:00 Learning Account-Based Marketing 

06:31 The Importance of a Holistic Approach to Marketing 

13:13 The Importance of Awareness in Full Funnel Marketing 

20:11 The Timeline for Success in Awareness Programs 

28:24 The Value of Customer Interviews 

37:36 Common Mistakes in Gaining New Business from LinkedIn 

42:47 Defining the Ideal Customer Profile (ICP) 

52:33 Linking Positioning to the ICP and Go-to-Market Strategy 

53:47 Crafting a Good Positioning and Value Proposition 

56:01 SOP Intent Data Tracking on LinkedIn Organic 

58:36 The Obsession with Metrics and ROI