LinkedIn Ads - B2B Strategy Overview [3 Step Structure] [2025] 📈

not only do you get leads and sign ups etcetera for cheaper you also get higher conversion rate on the back end hello i'm john and in this video i'm going to talk you through step by step how to set up the most effective linkedin ads campaign you possibly could you might be in a position whereby you're about to set up linkedin ads and you feel a little bit overwhelmed you don't really know where to start which approach to take or maybe you've run some ads already and they didn't work out the way you expected things

were too expensive you didn't quite get the results you wanted well in this video i'm going to show you a repeatable model that we use for all of our clients which is guaranteed the most effective method you will ever use on linkedin [Music] additionally i put chapters in this video if you look in the description there will be timestamps you can skip to certain parts of the video and at the bottom of the playhead they should also be split into chapters as well so what most people do is they go down one of two routes

okay the first route is they think we need more customers we're just going to run ads that say this is who we are buy now get a quote something like that they go straight for the kill it's the equivalent of walking into a bar going up to someone you've never met before and asking them to marry you they know nothing about you so they're probably going to say no the other approach is we just need more visibility we're going to take some content that's done well or content that we think will do well we haven't

actually tested it and we're going to run those ads with that content to our target audience and again both of these approaches they can work okay if you have enough volume you will get some results but it tends to be very expensive so most people don't see it as viable in fact these more sort of traditional approaches the approaches that most people go for have a conversion rate of 0.2 across the whole funnel that's not bad these approaches do work eventually but they aren't efficient the approach i'm going to talk through right now a demand

generation approach converts at 1.2 that's a 500 increase in terms of effectiveness just by changing the structure of the way you run your ads so i'm going to show you this structure high level and then we're going to go into more depth i'm going to show you how you apply this to linkedin ads specifically and i'm going to show you some examples as well so it's a three-step structure and it follows that traditional funnel uh you've seen so at the very very top we have awareness you run your ads to a large group of people

in your target audience and all you're trying to do is bring awareness to that audience as to your solution and try and highlight and find people who have the problem that it is you resolve next up we go with consideration people are now aware of you they know who you are they know your name they feel slightly warmed up to you we need to build trust with them before we ask for a conversion before we ask them to get in contact with us to buy something etcetera etcetera that's what the middle part of the funnel

is for and at the bottom we had conversions at this point in time it is time to go for asking them to take that key action we want them to take now this is a really logical process to go through and it's like building a relationship with someone you're not just going straight up to them asking them to close as you would with traditional marketing it's what most people do they say we want to sell our service cold audience please buy from us right now as i say that converts at 0.2 by following this process

ultimately your ad spend is way more effective and the key to all of this is remarketing and i'm going to talk you through exactly how you apply that so the key to all of this and this is something that most people don't do is remarketing so at the very top where we have awareness those ads are going to a cold audience people who've never heard of you before the glorious thing about linkedin is you can be really specific with who you target so let's say we want to target marketing managers of company sizes over 50

in london who work in the tech sector we can do all of that within linkedin so we know our ads are going to the right sorts of people so in this example what we're going to do is we're going to run some content to those people which talks about the problem that we resolve so we're going to run a piece of content an ebook around b2b in advertising for sas and tech companies so we know if someone's going to read that content they're they're in our target audience because it's specifically directed at them and we

know that from the targeting anyway and we know if they look at or download that guide they have that problem they're thinking about running linkedin ads because why would you download a guide about running linkedin ads unless you're at least thinking about it or you want to know more about it and before we continue with this video my company tech grows marketing we're currently giving away free marketing strategy sessions so if you still feel overwhelmed you just want someone to do all of this linkedin stuff for you or you just want some one-on-one advice for

your exact situation you can get that by applying for the link in the description below that call is with myself directly one to one all of my expertise for free anyway let's continue with the video now what we need to do is we need to take the people who've interacted with that content and we need to make matched audiences out of them so if we're using videos we can re-target people by the amount of the video they've watched so if we have a minute long video we can say we want people who've watched 75 of

that video that's 45 seconds to be put into a target audience so we can remarket to them we want people who've viewed the white paper who've gone to our website to then be remarketed to we want to set up a remarketing audience for people who've opened the lead form but then didn't take the action we want to remark it to people who've put their hand up and said yes i have that problem i'm interested in learning more but i'm not quite ready to take full action on that yet so we set up all these remarketing

audiences and then we move on to the next step the next step is consideration so now we can start letting them know more about our services and we do that with a few different types of ads so what we're going to do is start building that relationship firstly we're going to educate them on the problem that they have and we're going to prime them for what needs to happen next so we're going to run ads saying hey if you're looking at running linkedin ads make sure you do these things make sure you do a b

c and by doing that we're setting ourselves up as an authority we're also priming them for the solution for when we get to ask for them to take the close in the next step we also want to show example results so we want to build trust through that so if they see other people are already getting results for this solution i want that as well i know they've already done that this is a trustworthy thing so we show example results as well and we show social proof example results are a form of social proof but

we also show people saying this guy's really trustworthy we show testimonials reviews video reviews ratings on different websites things like that again just to build up more and more trust now with these ads you can start asking for a close you can start asking for the next step of your process i'd strongly advise with this step you start using uh either sending people to a website whereby they can convert to a high converting landing page or you start using linkedin lead gem forms because they convert people way better so you can start asking for those

things and some people will convert at this level in fact already you're way more effective than if you just run ads to a cold audience trying to ask them to buy you're already way more effective than that but the primary purpose of this is to prime people get them ready to convert the next step and the final step we're going to remark it to those same people again people who've interacted with this middle layer and we're going to remark it to them with conversion ads so that's ad saying this is our service this is our

next step in our sales process so for example having an offer of a free growth strategy session or having an offer for a free consultation or having your free trial or having your free demo something like that that's when we start pushing that offer by the time they see this ad they know who we are they know what it is we do they already trust us they already know they can get results so they're going to convert a far higher rate not only are they going to convert a higher rate but also they will convert

down the line better so it's one thing getting someone to jump on a sales call with you it's another for them to say yes i want to use your services but if someone's been through all of these layers then when you get on the phone with them to actually close them into a paying client they're already going to be pre-sold the sales process becomes way way easier so not only do you get leads and sign ups etc for cheaper you also get higher conversion rate on the back end so this is the most effective linkedin

ad strategy you can use now my company tech grows marketing we are currently giving away free growth strategy sessions this is basically a one-on-one marketing workshop whereby we go through everything you're doing at present and help you make it far more efficient so if you're thinking about running linkedin ads you just want someone else to do it for you or you want some expert advice from someone who spends all day every day looking at linkedin ads then you can sign up for a free call with myself there is a link in the description below so

i really hope this video has helped you genuinely if you have any questions just pop them in the comments below and i will get back to you or sign up for the free gross strategy call and then in the description below um but if you did enjoy if you can leave a like if you could subscribe that'd be greatly appreciated i hope you have a good day and hopefully i'll see you soon [Music] you