How to Maximize ROI From Linkedin Campaigns

Follower count is vanity. Pipeline is sanity. Most companies measure LinkedIn success wrong. Here's what actually matters: Most companies focus on vanity metrics that don't predict revenue. Let's change that. VPs of Sales, Founders & Chief Revenue Officers care about one thing: pipeline. Here are the 6 metrics that actually correlate with revenue: (1) Inbound DM Quality Measure qualification rate and response-to-meeting conversion. Aim for 25% qualified, 40% conversion. (2) Engagement-to-Conversation Rate Track how many engagements turn into real conversations. Best performers see 10% conversion. (3) Outbound DM Quality Measure total response rate, positive response rate & meetings book. Aim for 30% total response rate, 25% positive response rate, 75% meetings converted. (4) Profile-to-Pipeline Velocity Measure time from first profile view to meeting booked. Target: 30 days or less. (5) 1st-Degree Connection Growth Monitor ICP penetration rate. Benchmark: 300 new 1st-degree connection growth in target accounts monthly. (6) Self-Reported Attribution Track "How did you hear about us?" on discovery calls. LinkedIn should account for 20%+. Tracking Framework: - Weekly: Monitor these 6 metrics - Monthly: Analyze trends - Quarterly: Forecast based on pipeline velocity ROI Validation: We helped a SaaS client generate $2.1M in pipeline in 90 days using this framework. LinkedIn was directly attributed to 32% of new opportunities. Common Mistakes: - Obsessing over followers - Focusing solely on post likes - Ignoring multi-touch attribution Here's what to do tomorrow: 1. Audit your current LinkedIn metrics 2. Implement these 6 revenue-predicting KPIs 3. Set benchmarks based on your sales cycle Shoot me a DM if you want to turn LinkedIn into a top revenue generator for your B2B company.

SaaS company spending $30,000+ on LInkedIn Ads getting $400+ per lead This was 3-4x higher than before. They could not understand why spending more money brought worse results. I looked into their ad account and found three clear problems. 1. Very small target group, very high repetition (frequency) They aimed their “cold” ads at a tiny list of companies. Because the budget was large, the same people saw the same ads over and over...and over...and over.. After a while, those people stopped noticing the ads, so results dropped off a cliff after seeing initial pop of results that gave everyone hope. What we changed: Added nearby groups of similar companies and looked for ways to meaningfully increase audience size without compromising quality. Created new ad versions so viewers did not see the identical message every time. 2. Retargeting settings mixed good and bad visitors Retargeting is meant to show ads only to people who have already visited your site and match your ideal customer. An “AND vs. OR” filter error let thousands of unrelated visitors into the retargeting group, wasting 80 percent of that budget and essentially turning this into a cold campaign will little chance or ROI. What we changed: Fixed the filters so only the right visitors stayed. After the fix, the same budget brought three to 3x more sign-ups. 3. One-track messaging All ads asked for a sale immediately, whether someone was new to the brand or had visited many times. People who did not yet trust the company were not ready to book a call. What we changed: Added trust-building ads: news mentions, customer stories, short interviews with the founder. As trust grew, more visitors moved to the “ready to talk” group, and cost per sign-up fell. 👇 Advice summary a 5th grader could understand. 👇 1. If your group is tiny, big budgets just annoy people. 2. Retargeting needs clean filters. One wrong setting can drain most of the money. 3. Give people information in steps. First, introduce yourself; then build trust; then ask for a meeting. Managing LinkedIn ads is a special skill. A general-purpose ad agency may miss these details. If you already run LinkedIn ads and want a free check-up, reply “Audit” or send me a note. My team will look at your account and point out quick fixes—no pressure, just clear advice. #linkedinAds

LinkedIn campaign optimizations. Finding ‘interest’ trends based on demographic data Here’s a good way to test where to focus: Many companies know they’re ICP and who their Target Audience is, but that doesn’t mean that’s where the current interest in the market is. You can segment up front (by industries, Revenue, Company Size, etc.) so that each segment gets its own budget, But this isn’t always the most efficient/effective way to gauge results. I’ve seen too many times where clients just wanted to keep running each segment and try to improve results per segment instead of switching the focus to the highest-performing segment. This is a tactic that both lower and higher budgets can use. Set up a campaign with the broad information from your ICP and let it “Optimize” naturally vs. “Rotate ads evenly.” You can include multiple industries, company sizes, seniorities, etc., of what you want to test. Let the campaign run (depending on budget to gather enough data) for three weeks to a month. Now, it’s time to look at the demographic data. LinkedIn will optimize for the areas that get the most engagement from your prospects. You can use this data to create what I call a “Hero” campaign (or our CEO/CMO calls an “Alpha” campaign). Focus on the industries, company sizes, job titles, or function & seniority that click the most on your ads. Then, run your campaign specifically for that segment. (Keep your broad campaign running at a low budget to keep gathering data.) You can do this with Leads and Conversions as well with a tool like Agency Analytics. Get a demographic breakdown of where your cheapest and most expensive leads are. Stop wasting money where your expensive leads are, and curate your audience to focus on the demographics that are getting you a good Cost Per Lead. Even though your solution might fit multiple criteria across job titles and industries, that doesn’t mean there’s a current need in the market for everyone. Find out where the interest is, then use that data to optimize the campaign. Think you have it figured out now? Think again. The segment you are targeting will most likely dry up after a while, in which case you’ll go back to your broad campaign and see where the newest data is taking you! TL;DR - Run a broad camping with your ICP - Gather data trends on demographic interest - Build a "Hero" campaign to focus on that segment - Get results - Results fade over time, and you go back to broad campaign for new data #linkedinads #linkedinmarketing #funnelbuilder

LinkedIn Ads are often misjudged as being expensive. But that’s only when you don’t see the ROI C-level execs are asking marketers to justify budgets every month, yet: - 87% of B2B marketers say that it’s getting harder to measure the long-term impact of campaigns. On the flip side: - 34% of companies are increasing their Linkedin ad spend! Here is why: - Conversions API (CAPI) helps marketers optimize campaigns for high-value leads (MQLs & SQLs), leading to a 39% decrease in cost per qualified lead. - Revenue Attribution Report (RAR) enables marketers to tie campaigns directly to revenue with a new 365-day lookback window for deeper insights into long-term impact. - AI-powered optimization is improving ROI for 9 in 10 B2B marketers (you need to be that marketer!) If you haven’t tested CAPI + RAR, now is the time. Start proving the true ROI of your LinkedIn for Marketing LinkedIn Ads. #B2BMarketing #MarketingMeasurement #Sponsored