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A team of experts that are passionate about complex and niche industries.

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Our experts work with you to curate holistic strategies encompassing a range of activities. Explore our full range of services.

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We work with some of the most technical, specialist and cutting edge industries in the world. Discover how we can support in your sector.

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B2B LinkedIn Ads

B2B LinkedIn Ads, Backed by Expertise

Reaching the right B2B audience isn’t simply about putting your brand in front of more people. It’s about knowing who matters, understanding what they care about and putting the right message in front of them. 

Our approach doesn’t stop when a campaign goes live. We continually test and refine the ads, creative, copy, calls to action and targeting, using performance data to make informed decisions, improve results overtime and get more from your advertising budget. 

Target the Right Audience

LinkedIn gives B2B marketers access to information that other advertising platforms simply can’t match. But having access to detailed targeting doesn’t mean you should use every option available. 

We build B2B LinkedIn Ads campaigns around your ideal customer profile, sales objectives and market, focusing on the people and organisations that matter. That can include factors such as job function, seniority, industry, company size, location and named accounts. 

The result is a more considered approach to targeting, where your budget is focused on the audiences most likely to influence or make a purchasing decision. 

Our Strategic Approach

Build Demand, Not Just Visibility

Not every B2B buyer is actively searching for a solution. That’s where LinkedIn can play a different role, putting your business in front of relevant audiences before they’re ready to make contact. 

B2B LinkedIn Ads can create a demand by putting your business in front of the right audiences at different stages of the buying journey. Campaign strategy, messaging and creative are shaped around where your audience is in the buying journey. That could mean introducing your brand to a new market, demonstrating expertise through useful content or moving engaged prospects towards a more direct conversion.  

The objective isn’t simply to generate impressions. It’s to create familiarity, interest and ultimately commercial opportunity.  

Discover Paid Marketing

B2B Advertising with Your Budget in Mind

For technical and specialist B2B businesses, LinkedIn advertising needs to earn its place in the marketing budget. From manufacturing and aerospace to engineering, SaaS and other specialist sectors, we understand that margins can be tight, audiences are often niche and every pound invested needs to have a clear purpose.

That’s why we don’t assume every business needs a large media budget from day one. Campaigns can start with a focused test, giving us the opportunity to understand the audience, messaging and creative before scaling investment. Performance data then helps determine where additional budget is justified and where it isn’t.

Whether you’re working with a modest test budget or a larger ongoing campaign, the approach is the same: spend carefully, learn quickly and invest more where the evidence shows an opportunity.

Our Approach

Getting users to engage with an advert is only part of the challenge. The next step needs to give them a clear reason to continue. 

Campaigns can be supported by relevant assets such as case studies, blog posts, videos and industry reports, giving users useful information at the right stage of their buying journey. Where a campaign asks for contact details, the content needs to offer enough value to make that exchange worthwhile. 

The advert is only part of the journey. Where appropriate, we create dedicated website landing pages that continue the message from the advert and give users a clear route to conversion. Conversion rate optimisation (CRO) and heatmapping help us identify where the experience can be improved. 

LinkedIn Lead Gen Forms can make it easier for prospects to take action without leaving the platform. We structure forms and calls to action around the information your sales team actually needs, helping turn engagement into more useful opportunities. 

Performance data gives us more than a monthly report. Engagement, lead quality, conversion data and audience performance help identify what is working, where there is room to improve and where budget could be better invested. 

 

We used LinkedIn Ads to reach relevant B2B audiences across five countries, driving engagement with Spooner’s market report and generating 14 downloads. The targeted approach put the report in front of professionals with an interest in decarbonisation and industrial baking, helping extend its reach beyond Spooner’s existing audience.

LinkedIn Ads for Spooner’s Bakery Report

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01 Manufacturing
  • B2B Marketing
  • Email Marketing
  • Lead Generation
  • LinkedIn Ads
  • PPC

Spooner

Powerful Lead Generation for a Machinery Manufacturer

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B2B Thinking Behind Every Campaign 

LinkedIn advertising looks different when you’re marketing a complex product, specialist service or niche B2B business. The audience is more specific; the buying journey is often longer and the person seeing your advert may not be the person who ultimately signs the contract. 

Our experience across B2B sectors means we understand how to connect audience, proposition and commercial objectives to create campaigns with a clear purpose. 

Have a campaign in mind? Let’s talk. 

Lead Gen – Manufacturing

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Frequently Asked Questions

It depends on your audience and objectives. Targeting can include job function, seniority, industry, company size, location and named accounts, helping focus your budget on the people and organisations that matter. 

We monitor audience, creative, conversion and lead-quality data to identify where spend is performing best. Budget can then be adjusted towards the campaigns, audiences and creative delivering the strongest commercial results. 

Clicks and impressions only tell part of the story. We look at engagement, conversions, lead quality and commercial performance to understand where your advertising spend is generating value. These insights help us identify what’s working, where to optimise and how campaigns are contributing to commercial growth.