MarketinGO

We run Meta Ads for DTC brands: apparel, beauty, home, and more.

What you get

- A clear plan and clean account structure.
- Creatives and tests that match your product.
- Retargeting that actually converts.
- Spend controls. Weekly reporting to sales and ROAS.

Proof: Fashion client’s ROAS rose 3.09→7.33 in ~8 weeks while purchases doubled on similar spend.

Offer: Free Meta Ads Strategy Plan in 48 hours, DM me.

SubscriptionForce.com

One Extension. Exponential Growth of Your WooCommerce Subscriptions Revenue.

Co-Founder & Fractional CMO

Esempla Systems

Objectives:
1. re-positioning
2. new brand development
3. promotion
4. sales

Fractional CMO

BTS PRO

Tucano Coffee

RESPONSABILITIES:
- Lead marketing team
- Create and run brand strategy
- Increase brand awareness and loyalty
- Improve customer experience, for B2C mainly
- Increase sales and profit of coffee shops and franchise
- Create and develop new products and services

B2B MARKETING:
Objective - generate qualitative leads
Strategy - lead generation funnel:
1. Generate qualitative traffic using: Content marketing, Social Media Marketing, SEO, SEM.
2. Land the users on the landing page http://tucanofranchise.com.
3. Lead nurturing, using automatic newsletters,  social media and direct communication.
Other activities both for B2C and B2B: events, presentations, brochures, influencers, franchise brokers etc.

B2B (PARTNERS) MK SUPPORT:
- Preparing the Annual Marketing Plan, with monthly activities, each described as case studies, with links to editable mockups.
- Q&A Marketing support for partner teams
- Marketing manual - detailed instructions on how to organize coffee shop opening, how to promote your social media page, how to increase sales or profit etc. (over 30 ready to use guides) 
- Global campaigns - new product launch. Concept creation, product positioning, naming, photo/video shooting, design of marketing materials (menu boards, flyers, people stoppers, posters, social media images/video etc.). Everything is sent to partners and a global Facebook Advertising campaign is launched, with a precise targeting.
- Quality management

PROJECTS:
1. Develop Marketing strategy for 2017-2020
2. People like People (social project) - http://lovepeace.coffee/en/category/people-events/people-like-people-en/
3. B2B lead generation funnel (over 100 leads monthly)
4. New web site for blogging, with non-commercial positioning, to improve Content marketing http://lovepeace.coffee
5. New landing page for B2B funnel http://tucanofranchise.com
6. ”Summer of love” series of events concept
7. Mk manual
8. Video spot shooting https://www.youtube.com/watch?v=07oNXSjtg08

Chief Marketing Officer

VivaKi

After Managing Director duties, I took all agency financial, budgeting and forecasting tasks. Also insured further development of the team, following main digital and customer satisfaction trends. 

Our clients were:
Samsung, Coca Cola, Nestle, Oriflame, Efes, Mondelez, Moldcell, Rompetrol, Purcari etc.

CEO Digital Lab

Have been in  charge with all operational processes of the agency. Builded a high performance and motivated (9 specialists) team, based on fresh profits generated in 1 year. 

Strategic campaigns development and project implementation. Top clients key accounting. 

*Digital Lab is the digital agency of VivaKi Moldova

Managing Director of Digital Lab

Plan digital campaigns for our top clients and their brands (Mondelez, Oriflame, Moldcell, Nestle etc.), using all available online channels, tools, content types, combining media insights and creative ideas. 

Insure user friendly approach to all touch points. Measure, optimise and report campaign results.

Digital Strategy Manager

NEXUS Moldova

Creation of a SMM media plan, organization of a training for the NEXUS team and general consultancy for entire period. About Nexus Moldova - http://iasci.info/v2/what-we-do/nexus-moldova

Social Media Marketing Consultant

Moldcell

Responsible for web communication:
- Manage and develop digital Owned Media: web sites, mobile apps, social pages, digital tools etc.
- Web advertising (strategic planning, media planning, media placement, monitoring, reporting etc.)
- Social Media Marketing (content strategy development, customer support monitoring, reporting, content generation, planning engagement activities, etc.)

Internet & Digital Media specialist

TeliaSonera

"Social Media ROI" project development

- Scope: Create and introduce an action plan which, implemented by local brands, will enable proper and aligned measurement of Social Media ROI

- Purpose: Benchmark Social Media with other online and offline Media, based on ROI criterion. Give managers insights for investment decisions

- To insure project feasibility were held meetings with biggest market players – Adobe, Google, Facebook

- Output: step by step action plan, tips on how to generate measurable revenue content, conversion tracking methods, “how to” use Google Analytics, .xls ROI calculator with formulas, graphs and tables ready to use

Popshore

Web master

Consciously raising “four kids”: my two sons and two startups | Follow me for valuable insights on how to lead your marketing strategy and team effectively

We’re a senior paid‑media team. We help DTC stores turn Instagram and Facebook ads into sales.

How we work:

- One clear plan: keep, stop, test next.
- Creative pods: 3–4 angles, weekly trims. Winners get budget.
- Remarketing that converts: product, cart and video viewers.
- Spend guardrails: start small, scale only when ROAS holds.
- Simple reporting: 2‑minute weekly notes tied to sales.

Proof:
Fashion brand: ROAS 3.09→7.33 in ~8 weeks. Purchases 111→216. Similar spend.

18 years in paid media. Expert‑vetted. Case studies + client videos.

Offer: 
Free Meta Ads Strategy Plan in 48h: short audit → 3 quick wins → optional 20‑min call. DM me.

Note for B2B friends: We also run lead gen. This month, my profile is focused on DTC. DM “SQL” if that’s you.

Andrei Haret

I rebuilt my mornings around movement.

3-4 sessions per week now: yoga, swimming, biking, rowing machine.

Each workout is 30-40 minutes. Nothing extreme.

If I'm not swimming that day, I still jump in the pool for 10 minutes after. Just to cool down and reset.

Then comes my favorite part: the recovery routine.

10 minutes in the wet sauna at 122 °F [50°C]. I do light yoga stretches in there. Helps the muscles relax and recover faster.

Then a 10-second cold plunge at 46 °F [8°C]. Quick shock to the system.

I finish in the warm pool with aqua massage jets. I position myself so the streams hit the tight spots. Shoulders, lower back, wherever I'm holding tension.

I do this in the mornings most days.

It's changed how I work. I'm sharper in meetings. I don't hit that 2pm wall anymore. My energy is more consistent throughout the day.

I'm planning to add a 4th session: kettlebell and weightlifting.

Just need to lock in the time slot and strengthen my ligaments first.

I've noticed I get injured quickly when I jump into strength work too fast.

If anyone has experience building up connective tissue before heavy lifting, I'd appreciate the guidance.

This isn't about being perfect. It's about building a system that makes the rest of the day easier.

If you're running a business, your energy is your most valuable asset. You can't pour from an empty cup.

What's your non-negotiable for staying sharp? I'm curious what works for other founders.

We turn Google & Meta Ads into B2B meetings and eCommerce revenue | CEO, MarketinGO

No alternative text description for this image

This is personal.

And honestly? Pretty small.

But it's been on my mind for 5 years.

Before you keep reading, do me a favor:

Say this number out loud - "1500 USD."

Really. Say it 🎤

Now check the comments. I'll tell you why it matters.

We're hiring a Senior Media Buyer to join MarketinGO.

This isn't just another agency role.

You'll manage high-impact campaigns for US and UK clients across Google, Meta, LinkedIn, and Bing. Lead gen and eCommerce projects that actually move the needle.

What makes this different:

You'll own the strategy. Not just execute tasks.

Work directly with clients. Your insights shape their growth.

Remote work with flexible hours. Because results matter more than clock-watching.

What we're looking for:

5+ years managing paid media campaigns with proven results.

Deep expertise in 2+ platforms (Google, Meta, LinkedIn, Bing, TikTok).

Strong analytical skills. You live in the data and find the story.

Experience with GA4, GTM, and attribution tools.

Excellent English. You'll communicate directly with clients.

Agency experience is a big plus.

Why join us:

Long-term contract with steady income.

Diverse projects across industries. No burnout from repetition.

Your ideas actually get implemented.

Career growth opportunities within the agency.

This is for someone who's ready to own outcomes, not just manage budgets.

I'll drop the application link in the comments. Takes 10 minutes to complete the first step.

We gather today to mourn Lookalike Audiences.

Born: 2013
Died: January 2025
Cause of death: Andromeda

In their prime, Lookalikes were incredible.

You'd upload your best customer list.
Meta would find people who looked just like them.
Your CPAs would drop. Your ROAS would soar.

It felt like magic.

For 12 years, they helped thousands of businesses scale.

Small brands competed with big ones.
Agencies built entire strategies around them.
We all thought they'd live forever.

But then Andromeda arrived.

Meta's new AI doesn't need your customer lists anymore.

It scans billions of behavioral signals in real-time.
Matches ads to people based on what they're doing right now.
Not what demographic bucket they fit into.

Lookalikes became obsolete overnight.

Advertisers who kept using them watched costs double.

Those who let them go and went broad? Better results than ever.

Here's what replaced them:

- Broad targeting across entire countries.
- 8-15 diverse ad concepts per campaign.
- Creative quality over audience engineering.

The truth? We're not mourning.

Because Andromeda does what Lookalikes did, but better.

It just doesn't need us to build the audience first.

Rest in peace, old friend. You served us well.

I used to think all marketing projects were the same.

Then I started working with products that actually made me stop and think.

Not another SaaS tool or generic supplement.

I mean products that force you to dig deeper into human behavior, psychology, and storytelling.

The kind that make you ask: "Who actually needs this? And how do I make them see it?"

Here are some of our clients who changed how I approach strategy:

💊 Mini wellness shots that work in 15 minutes (I keep them in my bag)

🧥 A coat that's waterproof, warm, and doesn't look like outdoor gear

🏃 AI that watches you run and tells you exactly what exercises fix your form

🛏️ Mattresses with copper threading that ground you while you sleep

🎯 Consultants who only work in markets no one else touches

These aren't just products to promote.

They're puzzles.

And the best part? You can't rely on templates or what worked before.

You have to understand the buyer at a level most marketers never reach.

You have to find that one angle that makes someone go, "Wait, this is exactly what I've been looking for."

That's what keeps marketing interesting for me.

Not the tactics. Not the metrics.

The products that push you to grow as a strategist and storyteller.

What's the most unique or niche product you've worked with or bought?

I don't know how anyone sells Google or Meta Ads courses anymore.

The platforms change every 3 months.

By the time you finish filming, the algorithm behaves differently, new features appear, like:
- Google's AI Overview
or
- You can now create videos inside Meta Ads accounts.

So the strategy is outdated.

As a course creator, you'd need to remake the entire thing quarterly. Harsh!

When I see ads courses for sale now, my first question is always: when was this recorded?

Because if it's 6 months old, there's a good chance the tactics don't work the same way anymore.

Enhanced Conversions rolled out. Broad match behavior shifted. PMax keeps getting new controls.

Static courses can't keep up with that pace.

I'm not saying courses are dead. But the format needs to change.

Maybe it's live cohorts with monthly updates. Maybe it's a membership with weekly tactical drops. Maybe it's just accepting that courses expire and pricing them accordingly.

We don't wait for courses to catch up.

We learn directly from the platforms. Daily updates, release notes, and testing in real accounts.

That's how you actually stay current.

Most startups lose money during Black Friday without realizing it.

Zero qualified demos. Just noise.

Here's what most founders miss:

Black Friday isn't a growth opportunity for low-budget startups.

It's a trap.

You're not just competing with your industry anymore.

You're competing with every brand flooding inboxes and feeds.

CPCs spike 40-60% across Google and Meta.

Attention is fragmented. Buyers see 10x more offers than usual.

Your $50/day budget? It's invisible.

Even accounts with strong baselines lose performance during BFCM.

The math doesn't work:

Higher CAC + lower attention + saturated auctions = wasted spend.

You become a drop in the ocean.

If your launch isn't time-sensitive, wait.

Run your campaigns in January when:

- Competition drops
- CPCs normalize
- Buyers have bandwidth to evaluate

I've managed budgets from $20k to $1M/month.

The pattern is clear: timing beats tactics when you're resource-constrained.

Don't fight the current. Use it.

Save your budget for when you can actually win the auction and the attention.

What's your take? Have you tested BFCM as a startup and seen different results?

This week, I started testing value rules for a fashion ecom brand.

They sell premium women's accessories with an average order value around $180. Their customer base skews 25-40, heavily female, with strong mobile traffic from Instagram and Facebook.

Here's 1 way I wouldn't recommend setting up Meta value rules:

Picking rules based on gut feeling. "Mobile users seem better" isn't a strategy. Without historical data backing your choice, you're gambling with budget.

This is how I'd do it instead:

1. Start with two rules maximum. Keep signal clean and learning fast.

2. Use historical performance to decide. Look for segments that showed consistent AOV lift and strong conversion rates in past campaigns.

3. Balance lift with scale. Pick criteria that cover enough volume to matter while staying focused enough to measure impact.

Remember:

Value rules work when you test strategically, not desperately. Start narrow, prove impact, then expand.

If you had to pick just 2 variants from this list to test first, which would you choose and why?

- Age 25-30 at 1.3x
- Women at 1.2x
- Mobile users at 1.2x
- Android at 1.25x
- Facebook Feed at 1.2x

I'll share the options I picked and the exact reasoning behind them in the comments section.

Reflection:

Your brain is running outdated software.

[I usually talk about Paid Media, but today I want to share something that's been on my mind...]

And most people never hit "update."

The narrative that explains our choices, our wins, our setbacks.

But here's what I've been thinking about lately:

How often do we edit that story?

Most of us are walking around with an outdated version of ourselves.

We're still the "person who struggles with public speaking" even though we've given 20 presentations this year.

Still the "bad at sales" person, despite closing three deals last month.

Still carrying labels from years ago that no longer fit.

But here's what most people miss:

The most revealing parts of your story aren't the loud thoughts.

Not the declarations like "I'm brave" or "I'm bad at this."

It's what you tell yourself between the lines.

The small, almost unnoticeable reactions that pop up while you're walking to a meeting.

The tiny judgments that flash through your mind during a conversation.

The automatic assumptions you make about yourself or others.

These quiet moments, these micro-narratives, are your real story.

Start collecting them like data points.

Notice what you whisper to yourself when no one's listening.

That's where the truth lives.

To make this more visual, there's a framework called the 12 Jungian Archetypes that can help you see the role you've cast yourself in.

Are you playing "The Innocent" who believes everything will work out?

"The Hero" who must overcome every challenge alone?

"The Rebel" who defines themselves by what they're against?

"The Ruler" who needs to be in control?

You can explore all 12 here: https://lnkd.in/dDCcBtSu

The story you tell yourself shapes everything: what opportunities you pursue, what risks you take, what you believe you're capable of.

But it's also selective.

We highlight certain chapters. We downplay others.

We cast ourselves as the hero in some scenes and the victim in others.

And we rarely ask: What am I leaving out? What am I protecting myself from seeing?

Your self-narrative isn't fixed. It's a draft.

And like any draft, it needs regular revision.

But here's the next step:

When you catch those signals, those micro-narratives, those automatic thoughts.

Stop and ask yourself: "Why am I doing this? Why am I acting like this?"

Always lead with the why.

Because the story isn't just what you tell yourself.

It's why you're telling it in the first place.

So here's my question for you:

When was the last time you updated the story you tell yourself about who you are?

What old chapter are you still living in that no longer serves you?

If you're a founder trying to build community on Instagram through paid ads, this is how you do it right.

There is no such objective in Meta, such as "To get followers to your Instagram account"

But you can drive profile views. And profile views convert to follows when your profile is worth following.

You can track follower growth in Ads Manager under Instagram followers. But the real insight comes from tracking which posts drive the most profile visits and subsequent follows.

Look at your post engagement data. Cross-reference with follower spikes. That tells you what content actually pulls people into your ecosystem.

Here's what works:

Run engagement campaigns targeting your ideal customer profile. Use content that stops the scroll. Drive comments and shares. Then retarget engagers with profile visit campaigns.

Stack awareness and consideration. Let the algorithm find people who actually care about what you post.

Why chase followers in the first place?

1. Build a community around your niche or offer
2. Showcase your work and case studies
3. Create a warm audience for retargeting
4. Establish credibility before sales conversations
5. Test messaging and offers in real time

But followers mean nothing if your profile doesn't convert.

Profile best practices:

Fill out your bio with clear value and positioning. Add links to your site, lead magnet, or booking page. Organize content into highlights. Pin your best posts at the top. Include a CTA in your bio.

Make it easy for someone to understand what you do and what to do next in 3 seconds.

Most brands run follower campaigns hoping for magic. Smart operators build profile-visit funnels and optimize what happens after the click.

What's your take on Instagram for B2B? Worth the effort or noise?

SC | Boutique LinkedIn Ads Services

Made with strategy, executed with precision.

Head of LinkedIn Ads Strategy  

Winning Sales

Strategic Partner – LinkedIn Ads Strategy

Impactable - B2B Linkedin Ads Agency

A Digital Account Manager is SO many things, but I can be summed up like this: I’m your goal-getter.

I’m everywhere I need to be, but most days you can find me:

✅ Creating, implementing, and assessing objectives
✅ Hosting 1:1 feedback sessions with clients every single week
✅ Rallying the creative team to ensure all ad assets meet specs (on time!)
✅ Reviewing campaign progress and ROI tracking
✅ Keeping ahead of marketing trends and changing practices

“She is so knowledgeable she should be the CEO of LinkedIn. No, the PRESIDENT of LinkedIn. The president and viceroy of LI Land.” - Real, true person’s testimony #1

(Okay, that one was fictional. But if you do need to hear it from someone else, check my Recommendations!)

Digital Account Manager

LinkedIn

Proactively help companies to maximize advertising revenue through digital campaign management. 

Educate clients and sales on opportunities for optimized targeted ad campaigns. 

Provide excellent customer service to a sizable volume of accounts. 

Support clients to identify needs, and upselling and cross selling solutions.

Translate data from campaigns into understandable recommendations.

Work with sales representatives daily troubleshooting and mitigating technical issues in Campaign Manager unlocking revenue generation within a tight deadline. 

Collaborate with cross-functional teams to improve information flow and product updates that will affect advertisers.

Marketing Solutions Consultant

Digital Campaign Setting & Optimization:
Ad Campaign Creation, Management and Optimization.

Digital Asset Creation & Management:
LinkedIn Pages, Ad Accounts, Business Manager Accounts, Audiences, Insight Tags, and Conversion Tracking.

LinkedIn Performance Metrics & Analytics:
Translate data from Ad Campaigns into understandable recommendations.

LinkedIn Advertising Strategy:
Marketing Funnel, Brand Persona, Customer Journey, Content, Bid Strategy, Competitor Analysis and Market Benchmarks.

LinkedIn Consulting & Trainings:
Advertising Account Audits, Personnel and Corporate tailor-made Advertising Trainings.

LinkedIn Ads Consultant

Novozymes

Lead and managed a team of Marketing & Sales Operations professionals. 

Identified and mapped the lead buying process across various industry segments. Designed and automated the workflow of lead nurturing, reducing response-time from 3 weeks to 2 days. 

Captured, extracted, and synthesized business data. Proficient at tying actionable plans to business metrics. Managed Sales Contract Digitalization flow for LA, reducing deal closings from 3 months to 5 days. 

Analyzed sales processes and mechanisms for sub-optimal performance, with a focus on defect reduction and productivity. 

Oversaw creation of regional reporting to track progress against business targets.

Collaborated effectively with internal stakeholders to operationalize mechanisms and best practices for Marketing and Sales.

Sales & Marketing Operations Coordinator

Managed incoming leads, efficiently processing all opportunities, tracking, reporting, and maintaining to close or transferring to appropriate team.

Fully qualified and mapped key stakeholders, business processes and legal requirements on deals.

Conducted market research and derived strategic recommendations to drive process and business growth in partnership with Business Intelligence. 

Developed and maintained a thorough understanding of end-user purchasing behavior and industry trends to ensure effective implementation of marketing programs.

In cooperation with Marketing Managers, developed and grew client-faced programs to expand the footprint and brand awareness globally across different target audiences.

Content creator for the Region Innovation Community to foment growth mindset and agile methodology usage.

Sales & Marketing Operations Lead

Alltech Crop Science

Project managed all nationwide events and trade fairs presence identified as part of marketing plans.

Budget and financial management responsibility for marketing programs. 

Monitored and reported on performance of the distribution channels against our goals, identifying opportunities for marketing programs.

Translated research results, initiatives and insight generation into actions, activities, programmes, and strategies. 

Built a strong network with external agencies, key influencers, national decision makers, event organisers, and the local scene searching for new collaboration opportunities.

Worked with internal teams to integrate partner offers into the customer experience to drive revenue and engagement.

Captured the voice of the costumer by conducting surveys, focus groups and interviews that identify the industry challenges. 

Increased the distribution channels’ demands and repurchase rate, contributing to a record in sales, growing 30% YOY.

Senior B2B Marketer

Assisted the development, production and delivery of customer events and projects from proposal to delivery.

Set, communicate and maintain timelines, budgets and priorities on events.

Tracked event performance and wrap around marketing campaign results.

Travel industry company expert. Managed travel policy and vendors. Monitored contracts and travel compliance. 

Optimized agendas and enabled remote decision-making to 6 International Account Executives. Coordinated travel arrangements and expense support.

B2B Marketing Events

Developed and managed internal communications strategies to engage employees and align with company values.

Optimized content for internal communications channels to ensure high quality and impactful messaging.

Led social welfare projects in partnership with local government associations and public schools.

Business Specialist

LinkedIn Ads Expert | Ex-LinkedIn | Digital Account Manager | B2B Marketing

I help B2B teams turn LinkedIn Ads into a reliable growth channel.

After years at LinkedIn as a technician - and later leading strategy for 100+ clients at the world’s largest LinkedIn Ads agency - I’ve seen the same patterns repeat: 

Businesses treating LinkedIn like Google. Skipping the buyer journey. Expecting conversions from people who barely know them. 

Now, I run a Boutique LinkedIn Ads Consultancy for companies that want performance - and know it takes clarity, consistency, and coordination across marketing and sales. 

I work best with businesses that: 

– Know their audience 
– Have a clear offer and real differentiators 
– Value long-term growth over shortcuts 
– Create content their ICP actually cares about 
– Want strategy and execution working hand-in-hand 

I help clients build LinkedIn engines that support how people actually buy - with awareness, trust, relevance, and timing. 

If you’re navigating long sales cycles, complex buying committees, or just trying to make LinkedIn finally work - I’d be glad to talk. 

Message me to learn more!

Sheila Coque

Experienced marketers rarely reach out to LinkedIn Ads Support.
So when they did, I paid attention.

When I worked at LinkedIn, I began noticing a pattern.
The bigger the account, the more experienced the marketer behind it.
These people were sharp, under pressure, and very good at helping themselves.

So, if they contacted support, it usually meant something deeper was off.

I brought this up to my manager at the time, Nicolaas Pretorius.
He listened, more than I expected, and told me to track every case where the issue seemed tied to LinkedIn’s own documentation.

A month later, I had a spreadsheet with hundreds of articles that needed improvement.
Not because they were hiding secret information.
But because they were missing the basics.
Some were incomplete.
And a few were even misleading because of how certain things were phrased.

For context: I’m not the type who challenges things just to challenge them.
I’m agreeable by nature.
Nicolaas knew that, and he gave me credit for it.
He connected me with people far above my level.
He made space for me to work on the project.
He championed the work internally.
And we shined together.

We didn’t create a revolution.
But we did help improve hundreds of articles that thousands of marketers still rely on today.
We both left before we could measure the impact on ticket volume for those big accounts.
But I left with a good feeling about what we accomplished together (I hope he did too).

Even today, whenever I read a LinkedIn Ads article, I catch myself evaluating it.
I think about the people behind it.
The systems.
The decisions.
And I think about how lucky I was to have a partner who believed in me and trusted me to do what needed to be done.

This story reminds me that small actions matter.
And that the right people can change the way we show up.

If someone made that kind of difference in your path, let them know.
It goes further than you think.

LinkedIn Ads Expert | Ex-Linkedin | Managed 110+ LI Ad Accounts | Lessons from Real LinkedIn Ads Campaigns

I inherited 4 ad accounts last month.
Every single one had the same silent killer: over-exclusion.
But one of them really stuck with me.

The client’s complaint:
“Our campaigns stopped generating pipeline.”

When I checked, their cold campaign targeted an audience of 26K.
After removing one extra company size filter, on top of their company list, the audience jumped to 80K.

So I asked, “Where did this list come from?”
“Sales outreach, lost opportunities, and deep ICP research.”
Basically, a carefully handpicked list.

Then I asked again, “Why add a company size filter on top of that?”
They paused, then said:
“No idea... maybe because our sweet spot is 201–500 employees?"

But when I pulled the customer data, almost half of their clients were either smaller (51–200) or slightly larger (501–1,000).

That single filter didn’t just narrow reach,
it cut out a huge portion of the companies that could potentially buy from them.

My guess?
Somewhere in the handoff, “ideal customer” quietly became “only customer.”
And since the people running ads weren’t in the strategy calls, that nuance disappeared.

So pipeline dried up.
And eventually, so did the partnership...

My key takeaway:
Before you tweak campaign types, bids, or creatives, audit your audience logic.

Sometimes the problem isn’t reach, spend, or engagement.
It’s who you’re not showing ads to.

----
Need help figuring out LinkedIn Ads for your business?
DM me.

After almost five years working exclusively with LinkedIn Ads,
last week was the first time I felt truly taken advantage of.

And the fact it came from a Brazilian company made it sting even more.

When a business wants to explore a partnership with me, I offer an audit.
Nothing too deep, not the paid version, but enough to:

• Show them what’s working
• Show them what isn’t
• Outline high-level recommendations
• Estimate what we could realistically achieve

It gives value upfront and helps me understand what I’m walking into.
Most LinkedIn Ads specialists I know offer some version of this.

Brazil was never my main market.
It’s less mature, budgets are smaller, and services are simply less valued.

This company asked for an audit with a clear intention to partner.
I spent half a day inside their account, translating years of LinkedIn Ads work into clear insights and opportunities.

Then they sent back dozens of questions.
Good questions.
Worth-paying-for questions.
Which turned into a few more hours of my time.

And then?
Silence.
They stopped replying.

A few weeks later, I noticed they never removed my access.
So before disconnecting, I checked the account.

And there it was:
My entire approach, rolled out exactly as I had outlined it.
Same logic.
Same structure.
Even the same naming conventions.

My first reaction was:
“If they can take a high-level audit and execute it, maybe they didn’t need me anyway”.

But then I looked closer:

• Retargeting audiences missing
• Others built incorrectly
• Important conversion tracking missing
• Wrong tags firing
• Loose target audiences 
• Manual bids too low (campaigns barely spending)
• Others way too high (campaigns overspending)
• Expensive objectives used where they shouldn’t be

They copied the skeleton of the strategy.
But they didn’t steal my operational discipline.
They didn’t steal my ability to translate data into decisions.
They didn’t steal the nuance that actually drives performance.

I ended up feeling a bit relieved.
Because if a company is willing to act like this over some hours of free work… imagine what they’d do over six months, right? 

We were never a good fit, and I’m glad I learned that early.

Have you ever had a company take advantage of your work before they were even a client? How did you handle it?

Some marketers might be chasing the wrong companies on LinkedIn.

This week, I analyzed 16 recent MQLs for a client, and something interesting stood out.

They never comment.
They barely like.
And yet…
they’re the ones filling out forms and booking demos.

Not a single MQL came from a company with high LinkedIn engagement.
Most had low or very low activity.

It’s a small sample, so I’m treating this as a working hypothesis, not a conclusion.
But the pattern was consistent enough to make me stop and think.

1. Reach matters - a lot.
If you’ve been chasing the same 200 accounts for 9 months, seeing engagement but no pipeline…

They’re probably just out of market.

Cranking frequency to 50+ won’t change that, it just burns budget and attention.

Expanding reach gives the algorithm room to find quiet, in-market buyers you haven’t met yet.

2. Low LinkedIn engagement ≠ low buying intent.
Maybe silence isn’t cold.

Some of the best buyers scroll quietly, research deeply, and act intentionally, without ever leaving public signals.

3. Reaching low-engagement companies is a good sign.
LinkedIn’s algorithm naturally favors active users.

So if your campaigns are breaking through to low-engagement companies, it might mean your targeting and creative relevance are strong.

That might be a competitive edge.

4. Thought Leader Ads might be part of the reason.
Human-first posts build trust with passive decision-makers.

They might not engage publicly, but they read, remember, and convert quietly.

Exactly the pattern we’re seeing.

5. It could reveal something about your true ICP.
If this holds as the dataset grows, it might mean your best-fit accounts are:

• Privately held or niche B2B firms
• Operationally focused (not marketing-heavy)
• Using LinkedIn passively for research

That’s golden ICP data, the kind that refines both targeting and messaging.

My takeaway (for now):

This is still early data, but it’s telling a story.
LinkedIn’s loudest voices aren’t always the ones signing deals.
Maybe it’s time we rethink what “engagement” really signals,
and what silence might actually mean.

Some mistakes I see in LinkedIn Ads come from people breaking rules they never learned in the first place.

A good example is the fear of “too many creatives” in one campaign.
I hear this constantly, especially from marketers working with limited budgets.

And the logic sounds right at first glance:
“If I add more ads, each one gets less reach… so performance drops.”

But that’s not how LinkedIn works.
LinkedIn limits impressions per creative, not per campaign.

One user can only see ONE of your ads every 12 hours.
But they can see UP TO FIVE different creatives from you within 48 hours.

That single detail flips the whole hypothesis on its head.

If you run only one ad, it hits its cap quickly and delivery slows down.
You actually lose reach, not because of budget, but because your only creative runs out of room to serve.

When you use 3–5 creatives, you give the system more delivery slots.
More chances to win auctions.
More opportunities to stay visible without fatigue.

LinkedIn recommends 3–5 for this exact reason.
I usually run around 7 (max), so I have room to pause the weak ones and still land on the optimal 5 without waiting for new creatives to be produced.

The only time “more creatives really hurts performance” is when the budget is so small that nothing builds enough signal to learn.
But that’s a budget problem, not a creative-count problem.

This is why I always come back to the same principle:
You can break the rules,
but only after you actually learn them.

The Linkedin Ads specialists who thrive here aren’t chasing hacks.
They’re the ones who understand how the system behaves
and then bend it on purpose.

What’s a LinkedIn Ads “rule” you believed early on that turned out to be completely wrong?

“Urgent opp to get more LinkedIn Ads MQLs!”
That was the subject line in an email from a LinkedIn Ads Rep.
And the recommendations were:

• “Expand retargeting urgently”
• “Use cold audiences to capture MQLs”
• “Launch message ads ASAP”

Let’s talk about why this advice is questionable:

1️⃣ Retargeting audiences don’t expand on command

A retargeting audience only grows when more people interact with your brand.
You can’t “urgently” scale it without increasing top-of-funnel reach first.
And that budget decision isn’t mine to make.

2️⃣  “Get MQLs from cold audiences” - sure, if they’re already in-market

A real MQL is someone showing actual buying intent.
Not just anyone who fills out a form.

Cold audiences can convert, but usually only when:
• They’re actively evaluating solutions
• They already understand your category
• They’re comparing vendors right now

That’s not the usual situation when:
• You’re spending under ~$2K/month
• Your TAM is ~80K
• And 89% of historical MQLs came from retargeting - where we actually have enough budget to build familiarity

3️⃣ Message Ads aren’t a magic switch

Message Ads can work.
But they’re hit-or-miss and definitely not reliable for every business.

In this client’s case:
• Saturated market
• Strong competitors
• We tested Message Ads for months
• Dozens of angles and offers
• Lead gen forms, no lead gen forms, you name it

It didn’t move the needle.
When something consistently underperforms, forcing it won’t fix it.

Here’s what the they completely overlooked

1️⃣ The account’s actual health

This account is outperforming benchmarks across the board:
• Very low CPM, CPC, and CPL
• Extremely high CTR, dwell time, and engagement rate
• Consistent conversion intent signals
• Retargeting pools growing month over month
• Lead gen forms converting content leads at ~50%

2️⃣  Q4 platform behavior
Costs rise in Q4. They always have.

This year I’m seeing ~30% increases across multiple accounts.
In one, costs jumped by 125%.

And 2025 B2B data is showing higher LinkedIn costs in general.
It’s seasonal reality.

3️⃣  Business behavior
Before scrambling for new tactics, you ask:

• Does this business normally slow down in Q4?
• Are prospects wrapping up budgets?
• Are they shifting attention to Q1 planning?

Wynter’s B2B buyer research backs this up: 
intent fluctuates by quarter, and Q4 slowdowns are common in many categories.

Context matters.
Seasonality matters.
Buyer behavior matters.
Data matters.

You know what hurts an account the most?
Panic.

And when the panic comes from LinkedIn itself…
it stings a little.
Feels like watching your own teammate accidentally score on the wrong goal.

When revenue accountability in LinkedIn Ads meets reality, the picture looks very different from what most businesses expect.

If every LinkedIn Ads specialist were judged only on immediate revenue, most would fail.
Not because we're all bad, but because revenue is downstream of everything else.

In mature companies, the groundwork is already done:
✅ Clear ICP
✅ Real positioning
✅ A site that converts
✅ Content that actually educates
✅ Feedback loops with Sales
✅ Budgets that allow for learning

When those pieces are in place, accountability is fair.
You can connect, with some accuracy - traffic → intent → pipeline → revenue.

But that’s not where most independents or boutique providers start.

We often walk into companies running LinkedIn Ads for the first time:
• ICP still fuzzy
• Positioning still a draft
• Messaging generic
• Websites that take ten clicks to explain the offer
• No real content
• No tracking, no intent data, no buyer signals

And the expectation is still:
“Show us revenue. Lower CAC. Prove ROI. Month one.”

That isn’t accountability.
That’s misalignment.

When the foundations don’t exist, marketing has a different job for a while:
• Identify who the buyer actually is
• Translate vague positioning into something usable
• Build content and structure that revenue can eventually tie back to
• Help the team understand how demand is created
• Lay the groundwork that scalable revenue rests on

Many early-stage companies consume content from agencies working with mature businesses - and assume those results apply to them on the same timeline.

They don’t.

Most of my work happens with companies testing LinkedIn Ads for the first time - building the system before scaling it.

And that’s perfectly fine.
Every revenue engine starts from somewhere.

Accountability matters.
But it has to match the maturity of the environment.

Before you demand revenue from LinkedIn Ads, 
make sure there’s something worth amplifying.

Because that’s all the channel does: amplify what already exists.

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