Reach recision-makers directly with LinkedIn Ads

LinkedIn ads let brands connect with professional users based on their profession, industry, and role in the business world. The ability to reach decision-makers and influencers makes the platform particularly valuable for B2B companies, technology and SaaS brands, financial institutions, educational organizations, and professional service providers.

What Are LinkedIn Ads and How Do They Work?

In the LinkedIn advertising process, we begin by defining your ideal customer profile and sales journey. We identify which companies to target, who within those organizations participates in decision-making, and which specific needs your solution addresses. We refine our targeting using professional criteria such as industry, company size, location, job title, seniority, department, skills, and specific company lists.

The content strategy on the platform must also align with how professionals make decisions. Industry insights, problem-solving content, and clear value propositions help users evaluate the solutions being offered. For LinkedIn Ads campaigns, we strategically plan the ad copy, visuals, videos, documents, forms, and landing pages to meet these expectations.

At Kriko, a LinkedIn advertising agency, we align the platform's targeting capabilities with your business's sales process and manage campaigns with the primary goal of generating qualified opportunities. 

Advantages of LinkedIn Ads for Your Brand

Through Kriko's LinkedIn advertising services, you can benefit in the following ways:

• Direct access to decision-making professionals within companies
• Support for purchasing processes in B2B marketing
• The ability to target both individual users and specific companies
• The potential to reach high-commercial-potential leads
• Enhanced industry expertise and brand credibility
• The opportunity to reach the right professional target audience, especially in niche sectors

Our LinkedIn Ads Services

We structure our LinkedIn advertising services to cover the entire journey – from increasing visibility to generating sales opportunities. When evaluating campaign costs, we focus on the quality of the professionals we reach and the value they bring to your sales team.

We build target audiences by balancing volume, quality, and cost, while also leveraging company lists and retargeting audiences. At this stage, we create customer segments using LinkedIn's targeting criteria, such as industry, company size, job title, seniority, job function, and professional skills. In B2B marketing, we prioritize reaching professionals with the authority to make purchasing decisions. We also balance reach potential and user quality by analyzing audience size, competition, and estimated costs. Finally, we develop retargeting segments specifically for website visitors and users who have previously interacted with your brand.

We plan campaigns – including Sponsored Content, Lead Gen Forms, Message Ads, Conversation Ads, Video Ads, Document Ads, and website traffic initiatives – tailored to your specific goals. We achieve this by selecting formats aligned with specific objectives, such as brand awareness, website traffic, engagement, and customer acquisition. For instance, Sponsored Content helps us gain visibility in a user's LinkedIn feed, while Lead Gen Forms let users share their contact information without leaving the platform. We can convey a brand's story or product benefits through Video Ads and share industry-specific content or presentations with our target audience through Document Ads.

We use assets like reports, e-books, and webinars for lead generation, while using video content to build awareness and provide information. In other words, we evaluate ad-format performance based on user intent and the customer's stage in the journey.

In our LinkedIn lead generation efforts, we holistically manage form fields, offer content, and the CRM follow-up process. We analyze the number and nature of the questions included in the forms, as well as their completion rates. Throughout this process, we keep in mind that asking for too much information can lower conversion rates, while overly brief forms may not provide enough data. We place a strong emphasis on ensuring the value offered in exchange for completing a form aligns with the target audience's needs. 

We also ensure that leads generated through these processes are integrated into the CRM and that subsequent follow-up stages are tracked and measured. Beyond the raw number of forms submitted, we monitor the proportion of marketing- and sales-qualified leads, their conversion into opportunities, and their ultimate contribution to sales. In short, our goal is not merely to increase form submissions, but to acquire high-potential leads.

We incorporate the Insight Tag, conversion events, UTM structure, GA4, CRM, and offline conversion data into our measurement plan. Using UTM parameters, we segment LinkedIn ad traffic in GA4 by campaign, source, and content. We also leverage offline conversion data and other relevant integrations to analyze the relationship between ad interactions and subsequent sales activities. This approach ensures consistent data matching and measurement, ultimately supporting healthier campaign progression.

We provide regular reports on test results for audiences, content, creatives, and budgets, while identifying areas for improvement. We test various elements, including ad headlines, video content, visuals, calls-to-action (CTAs), and Lead Gen Forms. Throughout this process, we evaluate metrics such as cost-per-click (CPC), click-through rate (CTR), cost-per-lead (CPL), form completion rate, and qualified lead rate. Additionally, by monitoring ad frequency and fluctuations in creative performance, we determine the optimal timing for refreshing content. In our reporting, we highlight which sectors and ad messages have performed best, providing actionable insights to inform future campaign strategies.