LinkedIn Ads Strategy Playbook | B2B Strategy for 2024 & 2025 Lead Generation

what strategy should you use for LinkedIn ads and how do you know if you're using the right strategy in this video I'm sharing with you our complete LinkedIn ad strategy Playbook I'll break down our eight battle tested strategies that we've distilled after running thousands of campaigns and if you want to download the entire Playbook the link is in the description below now let's dive in okay so the first strategy is the simplest so try not to roll your eyes because things will be getting more complex so at its basic here is the most simple strategy

can use you have an ad on LinkedIn you're sending them to a Leen form and then after that your sales team is following up with emails and phone calls and those sorts of things the ad itself can be an image it could be a video it could be a document ad there's a few different options here um and then we're sending them to this leaden form now notice we're not sending them to a landing page a landing page would have a lot of friction um they would be waiting for the landing page to load on

the website they'd be navigating website trying to type in their email address and name and those sorts of things with the lead gen form there's almost no friction they're just going to push the button one more time because all of that information will be pre-populated uh I'm seeing lead gen form conversions on average around 25% um when you compare that to a landing page conversion of maybe 5% you're seeing a 5x increase in Roi just because we're using linkedin's native uh built-in lead gen forms and finally it's super important to nurture leads once they come

in um if they're just downloading a basic lead magnet uh this is very top of funnel middle of funnel then we will need to follow up with email phone call on a regular basis to nurture them along I'd also recommend that you personalize emails to them and also send them a connection request on LinkedIn and start to build a relationship there as well now the second strategy here is building upon the last one in the last one we started with just a ad and Legend form now we're introducing a second layer here so we're starting

with a cold audience people who've never heard of us before and and for the people who interact and engage with our ad maybe they watch enough of our video maybe they click on the document ad maybe they hit the website or maybe they click on an image we're retargeting them and we're now um creating this warm audience here and showing them a second ad so they've seen us at least twice uh they're getting a little more familiar with our brand and now we're sending them along to our Leen form so this is a way that

we're starting to warm up this Audience by having two layers first the cold layer and then the warmer layer so the benefit here is now they've heard of us at least twice they're a little bit more likely to convert into the Leen form and they're a little bit more likely to respond when reach out with an email or a phone call and the third strategy here builds upon the same thing again so instead of having two layers here now we have three we have a cold audience we're going to be warming them up by using

retargeting of anyone who's engaged with our initial set of ads and then we're going to retarget those people a third time so again by the time they're getting to our lead gen form here they have seen our brand or heard of us at least three times book a demo or let's get on a call this is a much higher intent sales qualified lead so to review we've gone from one layer to two layers to now three layers and they're a lot warmer here but keep in mind there is some friction along the way and we

do need a lot more budget in the beginning to bring people all the way through our funnel but by the time they get to the end of our funnel they're more likely to convert and more likely to be responsive the fourth strategy here the lead nurture strategy is completely changing the structure of things so what we're doing here is we're starting out with a cold audience and we're showing them ads they've never seen or heard of us before the initial ads we're showing at the top of the funnel here are grabbing their attention uh getting

their interest and then the things we're showing in the second layer here are more middle of funnel these are things like case studies maybe white papers um could be webinars and things like that and so while they're seeing us through retargeting they might see us 2 3 four times and then we're also showing them the book a demo at the bottom of the funnel here that takes them over to a Leen form again in LinkedIn so um to keep the friction low and the cersion rate high we want to use an in platform Leen form

so to summarize we have a the top of the funnel here the middle of the funnel here and the bottom of the funnel here and by using retargeting we're showing these at the same time just to simplify the structure here moving on to the fifth strategy we have hybrid lead generation and I find this one super interesting interesting at the same time we're generating both top of funnel leads and bottom of funnel leads this strategy has a lot more flexibility and a lot more versatility here you can see at the cold layer we're using thought

leader ads but you don't have to we haven't talked about thought leader ads but they're really great they bring a very human connection and a human touch to your audience and to your target market and even if you don't have thought leader ads you can still use image ads videos and other sorts of things and at the same time we're using lead generation um you could call this top of funnel even middle of funnel to generate some leads that um are a little bit interested and a little bit further along to clarify any confusion these

would be two separate Leen form so one leaden form for the top of funnel and one for the bottom of funnel here and just like you saw in the previous strategy where we are retargeting people to nurture them along and then bring them down to the bottom of the funnel here we're doing a very similar thing we're retargeting people nurturing them along and bringing them down to the bottom of the funnel moving on to the SAS demand generation strategy this is one of my favorites because really starts to tie together a lot of the sophistication

and complexity that LinkedIn ads offers us so starting at the top of the funnel here we're doing product marketing and this is really important if your SAS has product L growth strategy then we want to showcase the product the value proposition our problem solving capabilities and solutions and we want to pair that with thought leadership ads to establish subject matter expertise so having these two in tandem is really strong and then moving them through the funnel now we're retargeting the people who are engaging the most maybe they're watching the most video or engaging with the

ads we're using some middle of funnel content to bring them further along and then we can tie in here message ads we haven't talked about message ads yet but this is going directly to people's inboxes at scale with customized messages that will drive them down to the bottom of the funnel the book a demo as well as ads um bringing them further along to book a demo through a Leen form so this is one of the most beautiful strategies in my opinion because we're taking a very ele path working on the product side as well

as thought leadership side bringing them through a lot of different ad types to drive them to the bottom of the funnel and it really starts to build that familiarity with the brand and it performs pretty well strategy number seven focuses on thought leer ads and these are really great to build that human connection build rapport and build trust so really at the top we're using thought leader ads we're nurturing them along with retargeting we're also using message ads and also driving them to book a demo with us our thought leader ads here are going to

establish Authority and trust with the audience uh we're going to share valuable insights perspectives um and Industry expertise through the ads here and for users who engage we're following up with nurturing ads that continue to build rapport and we're combining these with message ads and direct calls to action to book a demo the goal here is to convert engaged prospects into qualified leads by demonstrating the company's expertise and credibility you'll see a lot of familiar structure in here to the previous strategies you've seen already um but there are a lot of ways you can mix

and match a lot of different strategies so all of these strategies are very flexible and fluid things can be combined and um split apart and there's a lot of different ways we can use these strategies together and finally for strategy number eight I wanted to highlight the effectiveness of message ads so this is a simplified and streamlined strategy designed to increase conversion rates by using message ads so after we've identified a warm audience that's previously engaged with our content we retarget them with message ads to initiate direct personalized Outreach as scale so this is going

to increase the likelihood of conversions by targeting the warm audience and delivering a focus call to action to encourage them to book a sales call or demo while maintaining a personal touch if a part of your LinkedIn ad strategy is to generate leads then you'll want to know at a more granular level exactly how to generate leads check out our other video about the best strategy for lead generation with LinkedIn ads