For Australian B2B companies, LinkedIn isn't just a social network; it is the world’s largest professional database. Optimising your LinkedIn Ads ensures you aren't just getting 'clicks', but are actually capturing high-intent leads that turn into revenue for your business.
Why LinkedIn Ads Matter for B2B
In the B2B space, the sales cycle is longer and the decision-makers are harder to reach. LinkedIn allows you to bypass the gatekeepers and place your solution directly in front of the CEOs, Operations Managers, and Procurement Officers who hold the budget. When done correctly, LinkedIn Ads provide a level of targeting precision that platforms like Facebook or Google simply cannot match for professional services.---
Prerequisites: What You’ll Need Before Starting
Before diving into the steps, ensure you have the following ready:- A LinkedIn Company Page: Fully branded with a high-resolution logo and 'About' section.
- LinkedIn Campaign Manager Account: Linked to your personal profile.
- The LinkedIn Insight Tag: Installed on your website (crucial for tracking conversions).
- A Clear Offer: A 'Lead Magnet' such as a whitepaper, webinar, or a free consultation.
- Budget: LinkedIn is a premium platform; we recommend a minimum starting budget of $50–$100 per day for meaningful data.
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Step 1: Install and Verify the LinkedIn Insight Tag
Before you spend a single dollar, you must be able to track what happens after someone clicks your ad. What you should see: In Campaign Manager, go to 'Analyze' > 'Insight Tag'. You will see a snippet of JavaScript code.Add this to the footer of your website. If you use Google Tag Manager, it’s even easier—simply copy the Partner ID. Once installed, the status should change from 'Unverified' to 'Active' (it may take up to 24 hours). This tag allows you to retarget website visitors and track conversions like form completions.
Step 2: Define Your Conversion Goals
Navigate to 'Analyze' > 'Conversion Tracking'. Create a new conversion action (e.g., 'Lead Form Submission' or 'Contact Us'). Define what a 'lead' is worth to you. By setting this up first, LinkedIn’s algorithm will eventually learn to show your ads to people most likely to complete that specific action.Step 3: Choose the 'Lead Generation' Objective
When creating a new campaign, LinkedIn will ask for your objective. For B2B, always start with Lead Generation. This allows you to use LinkedIn’s Native Lead Gen Forms. These forms auto-populate with the user’s LinkedIn profile data, reducing friction and significantly increasing conversion rates compared to sending traffic to a website landing page.Step 4: Refine Your Audience Targeting (The 'Australian' Context)
This is where most businesses waste money. Avoid 'Audience Expansion' and 'LinkedIn Audience Network' initially—keep your ads on the LinkedIn feed only. Pro Tip: Use 'Job Title' combined with 'Member Groups' or 'Member Interests'. For example, if you are targeting HR Managers in Brisbane, target the job title 'HR Manager' but narrow it by 'Location: Greater Brisbane Area'.Warning: Don't make your audience too small. Aim for an audience size between 50,000 and 200,000 for the best balance of reach and specificity.
Step 5: Select the Right Ad Format
For B2B lead gen, Single Image Ads or Document Ads typically perform best.- Single Image Ads: Great for a clear value proposition.
- Document Ads: These are highly effective in 2024. You can offer a PDF preview (like a 'State of the Industry' report) and require a lead form submission to download the full version.
Step 6: Craft High-Converting Ad Copy
Your headline should focus on the outcome, not the feature.- Weak: "We provide IT support for Brisbane firms."
- Strong: "Reduce Downtime by 40% with Brisbane’s Leading Managed IT Team."
Keep your introductory text under 150 characters so it doesn't get cut off on mobile devices.
Step 7: Optimise Your Native Lead Gen Form
When building your form in Campaign Manager, only ask for what you absolutely need. Every extra field reduces your conversion rate by roughly 10%.- Required: First Name, Last Name, Work Email.
- Optional: Phone Number (only if your sales team follows up immediately).
- Custom Question: Ask one qualifying question, such as "What is your annual turnover?" or "What is your biggest business challenge?" to filter out low-quality leads.
Step 8: Set Your Bidding Strategy
Initially, use 'Maximum Delivery' (Automated Bidding). Once you have 20-30 conversions and know your average Cost Per Lead (CPL), you can switch to 'Cost Cap' bidding to ensure you stay within your Australian marketing budget.Step 9: Use A/B Testing (The 2-Week Rule)
Never launch just one ad. Launch one campaign with two different images or two different headlines. Let them run for at least 14 days before making changes. LinkedIn’s algorithm needs time to settle and identify which creative is resonating with your professional audience.Step 10: Review and Refine via 'Demographics' Tab
After your ads have been running for a week, go to the 'Demographics' tab in Campaign Manager. Look at which Job Functions or Company Sizes are clicking your ads. If you see 'Entry Level' employees clicking but no 'Directors', go back to your targeting and exclude 'Junior' levels of seniority.---
Common Mistakes to Avoid
- Targeting 'Job Skills' Only: This is too broad. Someone might have 'Marketing' as a skill but be a student, not a manager.
- Sending Leads to a Slow Website: If you aren't using Native Lead Forms, ensure your website loads in under 2 seconds. Australians have little patience for slow-loading mobile sites.
- Ignoring the 'Thank You' Page: Use the 'Thank You' message in the lead form to provide a link to a booking calendar (like Calendly) to strike while the iron is hot.
Troubleshooting
- High Clicks, No Leads: Your offer isn't valuable enough, or your lead form has too many fields. Try offering a more specific 'Lead Magnet'.
- High CPC (Cost Per Click): Your Click-Through Rate (CTR) is likely low. This means your ad creative isn't catching the eye. Try using brighter colours or a more provocative headline.
- Leads are 'Junk': You are likely targeting too broadly. Add 'Years of Experience' or 'Seniority' filters to your audience.
Next Steps
Once you have your lead generation engine running, the next step is Lead Nurturing. Don't let those leads sit in a CSV file. Integrate LinkedIn with your CRM (like HubSpot or Salesforce) so your sales team can call them immediately.Need a hand setting up your B2B tracking or professional creative? The team at Local Marketing Group is here to help Australian businesses scale. Contact us today for a strategy session.