LinkedIn Ads for B2B: a beginner's guide to getting qualified leads

LinkedIn lets you target people by job title, seniority, company size and industry. That precision is hard to get anywhere else.

Clicks usually cost more than on other platforms, so LinkedIn suits offers where each customer is worth a lot.

Use Lead Gen Forms when you want contacts without sending people to your website. Forms come pre-filled with profile details, so more people finish them.

Use website visits when you have a strong landing page and tracking in place.

Start narrow: two or three job functions, the right seniority, and your target countries such as the US or UK.

Upload a list of target companies to run account-based campaigns.

Cold audiences rarely book a demo straight away. A guide, checklist or free audit gets more responses, and you can follow up later.

Track which leads become sales calls and customers, not just how many forms come in. Cut audiences that bring poor-fit leads.