LinkedIn ads that reach decision-makers
We build and manage LinkedIn ad campaigns for B2B businesses. Your offer reaches people in the right roles at the right companies, and leads go straight to your CRM. We measure results by qualified leads and deals.
Lead Gen forms
Sponsored posts
Thought Leader Ads
Document ads
Video ads
ABM
Search
Your ad
Your CompanyPromoted
Production managers: how can you cut downtime by 20% in six months? Download the practical guide.
FREE GUIDE
12 ways to reduce production downtime
Production Efficiency Guideyour-company.com
Download
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Target audience
DirectorManufacturing51–200
18,400+ members in the Baltics
→ CRM
New lead: Production Director,
Factory Ltd
Factory Ltd
Targeting:
by job title and company
About the channel
What are LinkedIn ads?
LinkedIn Ads is LinkedIn’s advertising platform, where sponsored posts, videos, documents and messages are shown to a professional audience of your choice. You can choose the audience by job title, seniority, job function, company, company size, industry and skills.
Your Company Your adPromoted
Production managers: how can you cut downtime by 20% in six months? Download the practical guide with 12 solutions already used by factories in the Baltics. …more
FREE GUIDE
12 ways to reduce production downtime
Production Efficiency Guide 2026your-company.com
Download
86 reactions12 comments · 9 reposts
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Unlike Google Search, you don’t wait for people to search for your service. Your ad reaches them in their feed based on who they are professionally. That’s why LinkedIn works not only for sales but also for creating demand: launching a new solution, strengthening your brand within target companies or attracting talent.
LinkedIn’s biggest advantage for B2B businesses is Lead Gen forms. They’re pre-filled from members’ profiles, so leaving an enquiry is easier than on a website, and the data is more accurate: name, job title, company and work email.
LinkedIn’s biggest advantage for B2B businesses is Lead Gen forms. They’re pre-filled from members’ profiles, so leaving an enquiry is easier than on a website, and the data is more accurate: name, job title, company and work email.
A click on LinkedIn usually costs more than on Meta or the Google network. That’s why RAIBEC focuses not on cost per click, but on cost per qualified lead and deal: we connect LinkedIn to your CRM and compare results with Google Ads and Meta Ads.
In short: LinkedIn ads work best for B2B companies whose customers are executives, specialists or specific organisations. RAIBEC builds audiences, ads and Lead Gen forms, sets up conversion tracking and connects leads to your CRM.
Your ideal customer
Which businesses are LinkedIn ads right for?
LinkedIn ads work best for businesses that sell to other companies, have a clearly defined ideal customer and a higher deal value. Here’s who we most often show our clients’ ads to.
CE
Chief Executive Officer
Company with 20–200 employees
B2B service businesses
Consulting, legal, accounting, marketing and engineering services, where the CEO makes the decision.
IT
Head of IT, CTO
Technology solutions buyer
IT and SaaS companies
Software and technology solutions that need to reach IT leaders or specialists in specific fields.
PM
Production or procurement manager
Factory in Lithuania or abroad
Manufacturing and industry
Equipment, raw materials and components, where procurement, production or engineering managers drive the purchase.
SE
Senior engineer
Currently works at another company
Employers and recruitment
Employer branding and finding hard-to-hire specialists by skills, experience and current role.
MM
Marketing manager
Looking for knowledge and connections
Events and webinars
Business events, conferences and webinars where attendees need to be professionals in specific fields.
DH
Head of department
Wants to grow their career
Training and MBA programmes
Leadership training, certification programmes and business studies aimed at working professionals.
Best suited when
Less suited when
KEY FACTS
LinkedIn ads at a glance
AUDIENCE
1B+
members worldwide, a campaign needs at least 300
Min. budget
USD 10
or equivalent per day per campaign
Targeting
Professional
job title, seniority, company, industry, skills, location
How you pay
CPM · CPC
also per video view or message sent
Where ads appear
In the feed
also in messages and the partner network
Source: LinkedIn Marketing Solutions Help Center. Platform terms and minimums may change.
LinkedIn
What we do with your LinkedIn ad campaigns
Production Efficiency Guide 2026Your Company
Your information will be shared with “Your Company”.
Tomas Petrauskas
Production Director
Factory Ltd
51–200
Submit
A new lead in your CRM within seconds
The right decision-maker submits a form pre-filled from their profile, and the lead goes straight to your sales team.
Find out whether LinkedIn ads will pay off for your business
Fill out the form and we’ll assess your target audience and its size on LinkedIn, and propose a pilot campaign plan.
Formats
What types of LinkedIn ad campaigns do we build?
We choose the campaign objective and ad format based on your sales cycle, deal value and how well your target audience already knows your company.
Lead Gen form campaigns
Leads are collected directly on LinkedIn, in a form pre-filled from the member’s profile. We add qualifying questions so your sales team only gets relevant contacts.
Best for: B2B services, SaaS, eventsWebsite conversion campaigns
The ad leads to a landing page, and the algorithm optimises for leads, demo requests or registrations measured via the Insight Tag and Conversions API.
Best for: demos, trialsAwareness and video campaigns
Brand awareness in target industries and companies. Video campaigns build audiences that are later shown a specific offer.
Best for: new solutions, export marketsThought Leader Ads
We promote personal posts by executives or experts. People trust a person more than a company page, so these ads often get more engagement.
Best for: consulting, expert servicesDocument ads
A guide, research report or catalogue is shown right in the feed. The first pages can be previewed straight away, and the full document is downloaded after filling in a form.
Best for: content marketing, manufacturing, ITABM and retargeting
Ads are shown only to employees of companies you choose, website visitors, video viewers or people who opened your form. This way you reach people who are already interested.
Best for: large deals, long sales cyclesProcess
How does LinkedIn ads management work?
- 1Ideal customerGoals, deal value and who makes the decision.
- 2Audience assessmentAudience size on LinkedIn, audience and company lists.
- 3Account and trackingCampaign Manager, Insight Tag, Conversions API, UTM.
- 4CRM integrationLead Gen forms are connected to your CRM.
- 5Ads and launchSeveral ad versions for different formats and audiences.
- 6OptimisationWeekly: audiences, bids, ads, lead quality.
- 7ReportingLeads and deals in your CRM, compared with other channels.
How does LinkedIn decide who sees your ad?
LinkedIn ads are shown through an auction where all advertisers targeting the same audience compete. The winner is determined not only by the bid but also by how the audience responds to the ad. That’s why a better ad reaches the same audience for less. Results depend on four things:
Anatomy of a LinkedIn ad
- Introductory text
- Up to 600 characters, about 150 visible before “see more”
- Headline
- Up to 200 characters, up to 70 recommended
- Image
- 1200 × 627 px (1.91:1), 1200 × 1200 px (1:1) or vertical for mobile
- Formats
- Image, carousel, video, document, event, message
- Button
- Download, Register, Subscribe, Learn more, etc.
- Required
- A LinkedIn company page linked to the ad account
LinkedIn Ads, Google Ads or Meta Ads?
LinkedIn ads don’t replace Google Ads or Meta Ads, they complement them. We choose channels based on where and how your customers make decisions.
| Criterion | LinkedIn Ads | Google Ads | Meta Ads |
|---|---|---|---|
| How it reaches customers | By profession, job title and company | By search query | By interests and behaviour |
| Greatest strength | B2B, decision-makers, ABM | Existing demand, when customers are already searching | B2C, sales and broad reach |
| Cost per click | Highest | Moderate, depends on competition | Usually the lowest |
| B2B lead quality | High, data from profiles | High, if search terms are precise | Varies, needs extra filtering |
| When to choose | High deal value, clear ideal customer | People are already searching for your service | A broad market segment, a visual product |
For B2B businesses, the best results usually come from a mix of channels: LinkedIn creates demand, Google Ads captures it, and Meta Ads keeps you top of mind.
RAIBEC results in paid advertising
We manage LinkedIn ads on the same principles as Google Ads and Meta Ads: tracking, data, and decisions based on revenue and profit.
+30%
Increased company revenue through Google Ads and Meta advertising campaigns.
+60%
Increased ROAS (Return on Ad Spend)
Client comment
“We are delighted with the rapid growth in sales and the seamless collaboration.”
+33% revenue growth in just 2 months of working with RAIBEC
+29%
increase in e-commerce store sales
+19%
Customer acquisition increase in the last months
+33%
increase in revenue from digital advertising channels
Client comment
“We've been working together for over a decade, celebrating consistent business and sales growth year after year.”
SAFEGUARDS
What do we check before launching LinkedIn ads?
Before the first campaign, we make sure the audience is right, no leads get lost and results can be measured all the way to the deal.
Whether your target audience on LinkedIn is large enough and matches your ideal customer
Whether conversion tracking works: LinkedIn Insight Tag, Conversions API and UTM tags for GA4
Whether Lead Gen form leads flow automatically into your CRM and your sales team responds within a few hours
Frequently asked questions about LinkedIn ads
What are LinkedIn ads?
LinkedIn Ads is LinkedIn’s advertising platform, where sponsored posts, videos, documents and messages are shown to a professional audience of your choice. You can choose the audience by job title, seniority, job function, company, company size, industry, skills and location. Campaigns are created and managed in LinkedIn Campaign Manager.
How much do LinkedIn ads cost?
The cost consists of the ad budget, which you pay to LinkedIn, and the campaign management service. On LinkedIn, you can pay per impression (CPM), per click (CPC), per video view or per message sent. The minimum daily budget is USD 10 or the local currency equivalent per campaign. A click on LinkedIn usually costs more than on Meta or the Google network, so we measure results by cost per qualified lead and deal. We quote management fees individually.
Who are LinkedIn ads for?
LinkedIn ads work best for B2B companies: service, IT and SaaS, manufacturing and industrial companies, event organisers, training providers and employers looking for specialists. They pay off when you know which roles make the decision and a single customer or deal is worth hundreds or thousands of euros.
How does targeting work in LinkedIn ads?
LinkedIn ads can be targeted using member profile data: job title, seniority, job function, company name, size and industry, skills, education and location. You can also upload a list of target companies or contacts and show ads to website visitors, video viewers or people who opened a Lead Gen form. A campaign needs an audience of at least 300 members, but much larger audiences work best.
What are LinkedIn Lead Gen forms?
LinkedIn Lead Gen forms are enquiry forms that open directly on LinkedIn and are pre-filled from the member’s profile: name, job title, company and email. This makes it easier to leave an enquiry than on a website. You can add qualifying questions to the form and send leads automatically to your CRM.
What are Thought Leader Ads?
Thought Leader Ads are a LinkedIn ad format that promotes personal posts by a company’s executives, experts or employees rather than posts from the company page. People trust a person more than a brand, so this format works well for expert services and for building executives’ visibility.
Can LinkedIn ads be shown only to specific companies?
Yes. Once you upload a list of target companies, ads are shown only to their employees, and you can further narrow by job title or seniority. This approach is called ABM (account-based marketing) and suits businesses selling to a limited group of large customers.
How are LinkedIn ad results measured?
LinkedIn Campaign Manager shows impressions, clicks, CTR, cost per click, leads and conversions. To track website conversions, we implement the LinkedIn Insight Tag and Conversions API, and UTM tags let you see the traffic in Google Analytics 4. We connect Lead Gen form leads to your CRM so you can see how many turned into deals.
How soon will I see LinkedIn ad results?
The first leads usually arrive within the first few weeks, but B2B sales cycles are longer, so it’s worth evaluating deal results after 2–3 months. We recommend starting with a pilot campaign with a clear budget, tracking and CRM integration.
Are LinkedIn ads better than Google Ads or Meta Ads?
Not better or worse, just different. LinkedIn reaches people by profession and company, Google Ads by search query and Meta Ads by interests and behaviour. For B2B businesses, a combination usually works best: LinkedIn creates demand among decision-makers, Google Ads captures people already searching and Meta Ads keeps you top of mind.
Want to reach the decision-makers at your customers’ companies?
In our first call, we’ll assess your target audience on LinkedIn and propose a pilot campaign plan with a budget, tracking and CRM integration.
RAIBEC
Google Premier Partner agency · LinkedIn, Google and Meta ads
Hi! We’d like to assess whether LinkedIn ads will pay off for your business. The first call is free and comes with no obligation.
Useful reading on LinkedIn and B2B advertising
Practical tips on B2B advertising, lead quality and using CRM data.
