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.