ABM lists
Upload a list of target companies (or pull one from your CRM) and only show ads to people working there. The cleanest way to run an account-based programme.
For B2B SMEs where the buyer sits inside a specific job title at a specific kind of company. Account-based targeting, Sponsored Content, Document Ads and Conversation Ads: built to land qualified meetings, not impressions.
LinkedIn knows what people do for a living, where they work, how senior they are and what skills they list. Used right, that's a B2B targeting weapon nothing else gets close to.
Upload a list of target companies (or pull one from your CRM) and only show ads to people working there. The cleanest way to run an account-based programme.
Target by exact job titles, job functions, seniority levels, years of experience: the buyers and influencers who actually sign things off.
Filter audiences down to the kind of company you can actually serve: by employee count, sector, growth rate, even funding stage.
Layer in skills people have listed, groups they're in, and (where eligible) Bombora-style buyer-intent signals from LinkedIn's data.
Most LinkedIn accounts we audit are running a single Sponsored Content campaign. The formats below each do something the others can't.
The standard feed-native ad. Single image, video, carousel: the everyday workhorse.
Inline preview of a PDF, with a gated download. The best lead-gen format LinkedIn has shipped in years.
Choose-your-own-adventure DMs from the brand. High-intent, slightly weird, very effective for warm prospects.
Native pre-filled forms, tied directly to your CRM via Zapier, HubSpot, Salesforce or LinkedIn's own integrations.
Direct message ads delivered to the inbox, for offers and event invitations to a tightly-defined audience.
Promote your CEO's or expert's posts directly. Way better engagement than equivalent brand-page content.
In-feed video with proper view-based bidding. For brand-building campaigns within your ABM list.
Personalised ads that pull in the viewer's name, photo and company. Used carefully, they stand out, but they can feel creepy if overdone.
LinkedIn isn't cheap and isn't always the answer. Here's the kind of business where it consistently does.