Remotion: LinkedIn Ads Agency

We've been around since 2016. But back in 2019, we decided to double down on LinkedIn Ads, and never looked back.

As a culture — we’ve chosen to be the best in the world at what we do.

In a world of mediocre marketers and so-so agencies — this goes against the grain.

This is what makes us renegades.

Founder and CEO

K Logic Future Marketing

K Logic is Israel's top digital marketing agency. We specialize in Paid and Organic Search, Paid Social, Content Marketing/Inbound Marketing, Lead Generation, Analytics & Optimization, Creative, Strategy & Planning.

Main point of contact for our Internationally facing clients including many of the country's top-tier start-ups and Enterprises, including: 

- Outbrain
- FeeX
- Cloudinary
- Clicksoftware
- NICE Systems
- Checkmarx
- Incapsula (Imperva)
- Nanorep
- Landa 
- Datorama
- Mysupermarket

Role includes (but certainly not limited to): 

Meeting and liaising with clients to discuss and identify their advertising requirements;
Working with agency colleagues to plan strategies that meets the client's KPIs and budget;
Presenting, alongside agency colleagues (particularly the campaign manager), the plan, strategy and ideas to the client.
On-going monitoring and reporting of the performance of campaigns.
Pitching (along with agency colleagues) to new clients to win new business for the agency.

International Account Manager

TokenAds

TokenAds (currently Woobi) is an in-game ad-network. 

As Head of Publisher Biz Dev, I was responsible for, and ran the team that; prospected for, contacted, communicated or meeting with and closed publisher relationships with worldwide publishers and developers of games, be they mobile, social or web.

Head of Publisher Business Development

Stats Horizon

Co-Founder

Remotion: The LinkedIn Ads Agency

We just do LinkedIn Ads for B2B tech. 

That's it. 

Getting LinkedIn Ads to work isn’t rocket science, but it does require expert knowledge.

We’ve been specializing in LinkedIn Ads, and B2B for SaaS, since 2016. 

From lead generation to B2B brand building and demand generation — whatever your strategy is — we’ve got the deep experience needed to help you scale.

Gabriel Ehrlich 

Going quiet here this week and next.

We finally made it to New England.
Our first two trips got cancelled due to war-related flight cancellations - but we're finally here! 

Got in to Boston Monday morning, had jetlag and shitty weather, but took the kiddos to the science museum which was rad.

Yesterday we drove up to New Hampshire and saw of that foliage I've heard so much about. Nice! 

Today we ate pancakes and did some hiking.

So far I can testify that new England in the fall is pretty damn gorgeous. 🍂 🍁 

Cathing up with some emails now, and happy to see how well my team manages with out me. We've come a long way since the days everything would fall apart without me.

On Wednesday we drive to Burlington and my two youngest kids will become US citizens 🇺🇸🦅

Didn't write any posts in advance this time, so you'll have to live without my wisdom for another week or so 😅

Just got back from our trip to New England (Boston, then NH and VT) 

Random stuff:

1. First off... y'all have been gatekeeping Autumn from the rest of us! 
Who else knew there were more than 2 seasons?? 
2. Lobster rolls are delicious, and my new favorite food.
3. The kids were not as excited about the color of the leaves as I was. 
4. However, I managed to drag them on several hikes. It helped that I told them I'd give them candy if they made it to the top without complaining. 
5. Driving in the states is so less stressful.
6. We went to a bunch of places that time seemed to have forgotten... including an arcade with the largest collection of vintage arcade games and pinball machines in the world. You could still smell the cigarette smoke in the carpet! 
7. I saw a porcupine, a chipmunk and flocks of wild turkeys!
8. I barely worked - and didn't really check out LinkedIn at all, which is unusual for me.
9. I forgot how spread out everything is in the US, how big it is, and less crowded. I often felt this sense that there was something really blessed about that land. 
10. On the other hand, something felt a bit lonely about life there. Maybe I'm projecting though?
11. We FINALLY, got the citizenship process done for the kiddos, and they are officially US citizens. 
12. And about that. The USA is still a fantastic country. I've been all over the place, and there really is something amazing about that land (physically) and the people who inhabit that land. As corny as it might sound to some, I really am proud to be an American, and proud my kids are too.

Starting an agency was one of the best moves I ever made, but at first I hated it. 

See for the first few years on my own, life was awesome. 

I had a handful of amazing clients, I got to do my own thing and didn't have to really do anything except make sure I had a steady flow of clients and deliver great work.

But in 2019 things really started to heat up with LinkedIn Ads. 

It's hard to explain what this platform was like before, but it was a lot less active, and LinkedIn Ads wasn't a huge priority for a lot of B2B SaaS marketers. 

But starting around 2018, it really started to pick up (note: startups raised $342B in 2018, compared to $176B in 2016, the year I started), and it felt like I'd stumbled across something amazing that I needed to grab by the horns.

In 2020, I hired my first people.
2020 was also the year of Covid - which turned out to be crazy good for B2B SaaS, and in 2021 startups raised over $621B. Budgets skyrocketed and so did our client base. 

I had to figure it all out at once. It wasn't easy. 
Somewhere along the way I became kind of miserable. 

I really hated managing people, giving feedback, firing people. It sucked. 

But in the last couple years that's really fallen into place. I have an incredible team and I've found the right balance for myself in terms of where I need to get involved and where I need to let go. 

Looking back, it's been - by far - the most rewarding chapter of my professional life thus far. 

It's not for everyone. I made a lot of sacrifices to make this happen, and there's no way, not in a million years that I'd be able to do all this - and have a family and be a dad to 3 kids - with the love and support of my partner Yael Klein Ehrlich ⚡

This is Remotion's 10th year, and next year we start a new decade. 
Hoping it'll be just as interesting and rewarding as the last one. 
🍻

I took my middle son camping this week with his two best friends.

It was not convenient timing for me. 

This year, the holiday season in Israel fell right at the end of Q3, and October started last week - and I'm in the middle of onboarding a new finance person.

On top of that, we're all flying to the states next week, so I just don't have a ton of time.

And I was reallllly tempted to cancel at the last minute. 
I knew I'd be stressed about payments and invoices, and was worried I would really be awesome on the camping trip. 

But I did a little mental math and realized that long run, the memory of this trip with him, at this age (he's just turning 6) was literally priceless - while everything else was just work. It could wait.

I'm really glad I made that decision. 
The little dude thrives in nature, and the smile didn't leave his face the whole trip. We kayaked, splashed around in the river, BBQ'd, marshmellowed, and he played with his buddies in the campground, which was in the middle of a pecan orchard. 

Yesterday morning, he woke me up in the tent with a snuggle, and looked at me with his bright blue eyes and asked me why I love him so much. 

I told him that when he was born, a light switched on inside my heart that made my heart so happy, and that he put that light in my heart. 
So obviously, I love him forever.

He said he loves grandma the most, because she buys him treats and hot wheels. I said that's cool, that's cool, that's a good enough reason to love grandma the most. 

On the long drive back, I had to keep him awake (parents, iykyk) as the sun started to set. 

Every 5 minutes or so, I'd tell him to look at the sky and tell me what colors he sees. 

At first gold, then pink, the purple... he got excited whenever he spotted a new color and that kept him awake. 

I asked him if he had a good time camping. 

He said no, that he was sad because he wanted to stay there for more days.
I said that's how you know you had a good time.

Since early this year, we have pivoted heavily into Thought Leader Ads. 

Not just for Remotion (though we now spend >80% of our ad spend on those), but for nearly all of our clients.

Why? 
It's working. 

It's working because: 
1. It's the most "native" form of advertising on LinkedIn.
2. It's the most "natural" way to tell your story.
3. People tend to resonate more with other people. 

Almost all of our "big wins" for clients this year have been with TLA. 

But not everyone has been seeing success with them. 

Here's the thing: 
For some companies, it's easy to press "launch" on a 7-page white paper campaign, than it is to tell your brand's story in plain language, directly from you or your CEO's profile. 

Writing a great headline and design a great banner ad is one thing. 
But not everyone is able to tell a great story.

That's why we've been stepping up our game in this regard. 
We've been guiding our clients - slowly but surely - to create TL posts that actually drive pipeline. 

And for those who still haven't been able to crack it - we've started to offer TLA-centric ghost-writing services. 

_______________
p.s., Want to find out if we think we could help you with your LinkedIn Ads generally, and TLA specifically? Drop me a DM, we'll schedule time to chat.

Should I hire an SDR? 
Serious question, and I'd love any advice/feedback from anyone...

I've never done much outbound... only the really occasional to someone if I really felt we could be of help, maybe once every 3 months. Nothing structured or anything like that. 

The story is I've traditionally relied heavily on word-of-mouth, organic and my own LI Ads, I want to diversify my channels to hedge a bit. 

But here's what I'm worried about: 
1. Will it damage our brand? Do you think less of agencies that cold outbound? 
2. How good a job will I do of managing an SDR if I've never really seen this done before. I'm so used to managing for stuff that I've done, that I get nervous about managing for stuff I haven't. 

Looking for real, honest feedback from anyone here.
Also, if this is something you'd be interested in - shoot me a message and tell me why.

99% of you are still doing LinkedIn Ads wrong. 

In the last year or so, the whole way LinkedIn Ads works has evolved...

We used to deal with two main campaign types: 
- Gated content
- Ungated content
- Demo Campaigns 

Each had their pros and cons.

Back in the day, CPCs were $10-$15, and you could reliably get leads from gated content - and if you knew how to work them, it worked. 

If you were able to crack Demo campaigns those worked too. 

But with the cost of CPCs skyrocketing, costs are increasing at the same time that conversion rates are declining. 

Thought Leader Ads are the wild card here. 

We've doubled down on using these with our clients - and we're seeing numbers we haven't seen in a long time. 

A big part of what we're doing differently these days, is we spend a lot more time working with our clients on these ads than before - we have a good idea of what works and what doesn't here...

So now we're running both top-funnel and bottom-funnel content with TLA - and it's really working. The top funnel stuff, when done correctly - gets engagement rates that are 10x a typical ad - allowing us to reach way more of your TAM. 

And the bottom funnel? 
We're using TLA to get actual hand-raisers from your website. 

If this sounds too good to be true, I get it. 
I didn't believe it first either - but it's real. 

So, if this is not what's happening for you right now - don't worry, you're not alone. But if you want us to help you figure this out - just shoot me a message and we can hop on a call and see if we can help.

The biggest mistake people make about LinkedIn Ads is thinking it's one of these things:

1. You either think LinkedIn Ads is a pure performance play, should be perfectly attributed and ROI positive way too fast. 

2. You take the opposite position. That LinkedIn Ads is all about brand awareness, getting in front your audience, and that it can't really deliver measurable pipeline so why bother trying.

The first way of thinking is a dead end. 
It will almost never work like this. 
You will be disappointed and stop after a few weeks or a few months.

The second way of thinking will also take you nowhere.
Yes, you can tell yourself a story about audience penetration and engagement, but when you can't attach it to pipeline, too often you end up making invisible mistakes that waste all your money. 

When everything is about efficiency - you will optimize your way to 0.
When nothing is about efficiency, you might get some happy accidents, but you won't understand what's actually working and what isn't.

Take a holistic approach. 
Strategically, from a ROI perspective - look at self-reported attribution, combined with regular attribution and CAPI to get a sense - imperfect as it is - of profitability. Consider that whatever you're doing will take time, maybe a long time, to work it's way into your pipeline - so widen your lens.

And then focus intensely on the following two things: 
1. Audience. Make sure you're getting in front of the right people. That doesn't mean excluding everyone that isn't 1000% your ICP. It means taking a maximalist view of your TAM and try to reach as much of it as you can. Make sure the right people are seeing you, even if that means that some of the wrong people are too. 

2. Message/creative. What are you actually saying/offering to your audience?
Are you building the memories in their brains that will get them to remember your brand when they need your product/service? 

The audience part is easy (for me at least) having spent nearly 10 years on this platform. 

The message part is hard. Very hard. 
Especially for startups. Especially B2B startups in tech. 

Most of you do not understand that saying "10X your Revenue" is not messaging, saying "Unlock your Growth" is not either. If you can't figure out what people need to hear in order to understand what it is you can offer them - things are going to be hard for you.

"Our current ads are failing! We need help to build linkedin ads that have more impact

Current spend is around £3k a month. There is no reason why we couldn't spend £10k+ if we could prove the ROI." - real message from a lead that came in last week.

This kind of message is surprisingly common. 
I get two or three of these per week.

B2B SaaS company is spending money on LI Ads, but it's not working. 
They're only spending a few grand per month. 
They can spend more, but only if ROI is proven.

- I go to their website. Company is 30 years old, yet sells itself as an AI-based solution. The copy is vague and uncompelling. The design is bland and outdated, with corporate design and stock images.
- Their content is also what you'd expect. Cookie-cutter topics and design. No personality, nothing that stands out.
- The creatve, more of the same. Bland. Template-y, paint-by-numbers ads.

I haven't spoken to them yet - and it's very likely that the campaigns themselves are totally off, maybe using LAN or other weird stuff with targeting, maybe bidding is too high, etc. So many things that could be wrong here, very easily, without it even being the low budget or weak creative.

Before even speaking with them, I already know two things: 
- They do not prioritize marketing. 
- They will only invest in something if they can prove it delivers ROI.

Problem is, you can't have one without the other. 
It's like saying you will only go to the gym more often if you see results, meanwhile you eat junk food, smoke cigarettes and drink too much beer.

There's no judgement on my part. 
Every business is different, and what works for one, might not work for another. 

Many, many, CEOs do not understand or really care for marketing - and have a real aversion to advertising in particular. 

I speak to these CEOs once in a while. 
They tell me how much their team wasted over the years on ads without ROI - as if that proves that it simply doesn't work - not that they're bad at it.

And if they've been bad at it for years and years, despite VPs of Marketing coming and going and coming and going, they assume it's just "marketing and advertising" that are BS. Not that they, as leaders of their organization, have sabotaged their efforts at every step of the way.

Again, no judgement. 
You do you, chief.

Happy Sunday to everybody - except the MarOps guy that forces my team to change the account's entire naming convention structure to fit with your weird BI tool that no one actually looks at.

Kiin.co - Linkedin Ads Agency

I founded Kiin in 2020 after recognizing a gap in the market—very few people truly understood how to run LinkedIn Ads effectively. Since then, we’ve worked with 150+ clients and managed millions in ad spend, helping B2B companies generate demand, capture leads, and scale their marketing efforts on LinkedIn.

LinkedIn Ads Agency Founder (est 2020)

Kiin.co is a LinkedIn ads agency with a focus on scaling B2B companies.

Founder

B2B Brains - Newsletter For Marketers

Get Smarter in B2B Ads in 5 Minutes a week - Newsletter + Community
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Unlock expert insights, data-driven strategies, and practical tips to optimize your B2B ad campaigns. Stay ahead with the latest updates and boost your results—all delivered straight to your inbox every week. Plus, access a library of free resources, including ad templates and exclusive courses. Sign up now and elevate your advertising game.

Cine Society

Lisbon's best roof top cinema. 
www.cinesociety.pt

B2BHero.co

B2Bhero.co is on a mission to help small business owners and B2B software founders understand how to grow.

Understory

At Understory Agency, I shape LinkedIn Ads strategy, B2B demand generation, and growth execution—driving data-backed results through precise targeting, optimization, and full-funnel campaign design.

LinkedIn Ads Specialist

Proud To Be Sengwer

Grassroots activists defy intimidation in a struggle for their ancestral forest homeland, and with it, their cultural identity as Sengwer.

Follow citizen journalist Elias Kimaiyo as he overcomes serious injury by the Kenya Forest Service to mobilise a network of Sengwer activists. Despite forced evictions where their homes are repeatedly burnt down, they record human rights abuses and monitor environmental damage to the Embobut Forest

Independent Filmmaker

LinkedIn Ads Specialist | B2B Youtuber/Blogger | Rooftop Cinema Owner

I've been running B2B ads for 9 years, diving deep into LinkedIn Ads in 2020—that’s 5 years of laser-focused expertise on the platform. Since then, I’ve managed millions in ad spend for 150+ clients, helping businesses scale their demand generation, lead gen, and revenue strategies.

💡 What I do:
👉 I run Kiin, a niche LinkedIn Ads agency working with budgets up to $100K/month
👉 I help B2B companies own their demand, lower CPLs, and convert more pipeline
👉 I design and execute high-performing LinkedIn campaigns that drive real ROI

🔹 Want to scale your LinkedIn Ads profitably? Let’s chat. Book a call: https://calendly.com/phil-kiin/30min
🔹 Learn more at www.kiin.co

Philip Ilic

I just analysed $300K in Thought Leader Ads and burned £16K of my own money testing them... 
...and realised most ppl are running them completely wrong.

People ask me the same questions over and over:
• What content should I actually boost?
• Engagement or Brand Awareness, which one actually works?
• How do I make sure people don’t just see one post once? How do I get frequency and sequencing?
• And most importantly, how do I turn eyeballs into pipeline?

So I went deep to try to answer these questions.
...and I broke it all down in a 13-minute Loom video. 

This is my full playbook for running LinkedIn thought leader ads. 
It’s raw, tactical, and exclusive to my newsletter subscribers.

Here it is the full LinkedIn Thought Leader ads playbook: https://lnkd.in/dfa8jb63

One thing I dive deep into is the Brand Awareness vs Engagement debate.

I think my findings are pretty conclusive on this. 
bit scared of the backlash, as it is not how many are running them, but i feel pretty confident in my findings. 

I tested metrics that matter to me such as...
👉 clicks to landing page
👉 dwell time
👉 reach
👉 cpms

I’ve also go over one of the main grumbles ppl have, which is how to convert the engagement into pipeline (demos + calls).

This is the playbook I wish I had 6 months ago.

Here it is: https://lnkd.in/dfa8jb63

----
#linkedinads #demandgen #leadgen

LinkedIn Ads Specialist | Dm Me To Access My full LinkedIn Ads Playbooks👇 | Rooftop Cinema Owner🍿

Most people go straight for demand capture with LinkedIn Ads
That’s the bottom-of-funnel “book a demo” stuff.

The problem is that only 2–3% of your market is actually in-market at any given time.

So what happens is:
+ You launch BOFU ads
+ You get a spike in demos
+ Then… it flatlines

This is why you need to build demand creation.

This is where I spend 90% of my time with clients

It’s honestly the hardest part of LinkedIn Ads.

But it’s also the most valuable.

Watch the full-funnel LinkedIn ads loom video here: https://lnkd.in/duZSN5-Y

When you get demand creation right, you:
+ Build product + brand awareness
+ Position your company as the solution to a specific problem
+ Earn goodwill with your ICP

Basically, your ICP needs to know you before they need you.

You’ve got to communicate:
+ Who you are
+ What you do
+ Why you do it
+ Your features & benefits
+ Social proof

This is normally the 180-day middle-of-funnel retargeting layer with the objective to:
+ Delivering content.
+ Zero-click style.

Ask yourself:
What does my ICP need to know so that when they’re in-market… they come to us?

Best delivery vehicle?
Thought Leader Ads.
Even better → Video Thought Leader Ads.

You can also use:
+ Doc ads
+ Regular video
+ Single image

Just keep it native. Don’t force people to click away.

Your goal here isn’t clicks. 
It’s content consumption.

Metrics that actually matter:
+ Average video watch time
+ Engagement levels
+ Dwell time

Forget clicks. 
This layer is designed to be mostly zero-click on purpose.

If you ignore demand creation, your LinkedIn strategy will always peak and then die.

This is the engine that keeps your pipeline warm before people go in-market.

---
P.S. If you want to watch the full funnel demand gen LinkedIn ads video you can find it here: https://lnkd.in/duZSN5-Y

#linkedinads #demandgen #leadgen

Been a little obsessed with the "clicks to landing page" metric lately…
After testing over £6,000 in my own Thought Leader Ads, here's what I found:

1️⃣ Engagement vs Brand Awareness objective

If you're trying to drive actual traffic, then the engagement metric wins by a huge amount. 

I consistently saw 50% to 200% cheaper CPCs to landing pages with engagement optimisation vs brand awareness.

Go with engagement evertime especially if you are looking to drive clicks to landing pages. 

For me, clicks to landing page is one of the key metrics I am looking for as thought leader ads are not just good for demand gen/ brand awareness, but you get much lower CPCs via tl ads vs traditional company ads. 

2️⃣ Your CTA placement matters. 

Don’t bury your CTA at the bottom. Put it high up, right after the hook.

I ran side-by-side tests (changing the link over time). 

Posts with a high-up CTA drove more clicks.

That single move dropped my CPC even further. 

Not a game changer on this one, but it definitely drove more clicks and resulted in cheaper CPCs. 

3️⃣ The post is the biggest lever.

I ended up testing about 10 posts with a similar type of messaging and leading people to an identical landing page in the cta.

The first one got me clicks at £7.20. 

The best one reduced this to £4.50 per click.

This is a huge difference, especially if your goal was to get leads from the landing page, as mine was. 

To make lead gen work, you need to optimise all the cogs, one being cpc. 

Got 60% more clicks to my landing page by doing this. 

Definitely test your thought leader ads; some perform much better than others. 

If you are looking to drive clicks to your landing pages, thought leader ad are actually a really good way to do that vs company ads. 

Especially if you optimise the posts. 

----
#demandgen #linkedinads #leadgen

Most ppl treat Google Ads, LinkedIn Ads, and outbound as 3 totally separate initiatives.
But they all work so well together. 
For example 👇


1. Google + Linkedin ads
We retarget high-intent Google traffic on LinkedIn.
✅ Google gives us intent (someone is searching)
✅ LinkedIn gives us professional demographic filters (so we can target the right job title, seniority, and company type)

That means instead of wasting expensive clicks on students or irrelevant traffic…

We retarget actual decision-makers from our ICP on linkedin.

2. Retargeting this top-of-funnel traffic (from google + linkedin) with LinkedIn ads
LinkedIn is our core demand gen and ABM channel.

We use it to deliver content to the 98% of the market who aren’t ready to buy...yet.

Here’s what we hit them with:
 👉 Social proof (testimonials, customer results)
 👉 Who we are + what we do
 👉 Product features + benefits
 👉 Educational POV content
 👉 Thought leader posts from the founder or team

All this sits in the middle of funnel.

 The goal here is to stay top of mind until they’re ready.

3. Warm Outbound + LinkedIn thought leader ads + bof linked ads
This is how we convert this engagement. 

We use:
 👉 BOF LinkedIn ads (lead gen forms or demo page clicks)
 👉 Convo ads from the same thought leader profile
 👉 And most importantly... warm outbound

I’m not talking cold, spray-and-pray messages.

I mean reaching out to people who:
 ✅ Engaged with your thought leader ads
 ✅ Visited your site
 ✅ Watched your video
 ✅ Liked/commented on your content

That’s warm outbound.

Where LinkedIn ads scale the engagement from your thought leader content.

Outbound drives the conversions from this engagement. 

LinkedIn thought leader ads + outbound are 🔥

This is the full GTM strategy we’re building out for clients.

It works really well if you are sales-led and need demos or sales calls. 

Everything connected. Everything tracked.

From traffic → engagement → signals→conversations → conversions.

---
p.s. If you'd like to speak to me about building this out for you, send me a dm 💪

Warm outbound is one of the best plays in B2B right now.
The blasting 100k cold emails/month and hoping someone replies is dying.

But outbound to people who already know you, what you do, and how you do it is working super well. 

This is how i do it and scale it with LinkedIn Thought Leader Ads.

1. Run ~5 Thought Leader Ads to your ICP.
2. I always work from a list of about 1,000 companies. 
3. Make sure your budget matches your audience size, if you're spending £2k/month and your audience is 300k people, no one's seeing your stuff. 
4. Watch the “Companies” tab inside your ad account, see which companies are clicking, commenting, engaging.
5. Export that list → upload to Clay → enrich with job titles, emails, LinkedIn profiles.
6. Then run connection requests, LinkedIn DMs, and warm email campaigns to those people.

The “Companies” tab with thought leader ads is the most scalable way to get a warm audience.

Other signals like website visits, profile views and followers also works well (but less scalable). 

But my fav way is to make sure i run thought leader ads to my list of companies in a good way 

make sure they see all my posts a number of times so they learn who i am, what i do and get some brand recognition. 

That’s when outbound hits different.

Sometimes I’ll even run convo ads to that same list if we’re trying to scale bigger and don’t want to rely on manual outreach.

Give it a go. 

#linkedinads #demandgen #leadgen

This is the inbound-outbound GTM strategy we’re running right now to scale demand gen for clients...


+ Post content on LinkedIn every day. 
Show up consistently.

+ Scale the distribution of the content with Thought Leader Ads.

+ Track signals: 
likes, comments, video views, profile visits, website hits. 

+ Use those signals to do warm outbound. 
Short, human messages that lead to conversations (and eventually demos/ sales calls)

So the issue with pure organic content on LinkedIn is...
+ You don’t control distribution
+ You’re capped by the algorithm
+ Your best prospects might never see your posts

With Thought Leader Ads we can control distribution and... 
+ Reach the exact job titles, company sizes, and industries
+ Control frequency (stay top of mind)
+ Pay less than standard ads if optimised right

Metrics that matter:
+ Dwell time
+ Engagement
+ Video view %
+ Frequency + penetration

Thought leader ads are a great way to scale out your inbound by delivering content to your ICP...
...but outbound is one of the best conversion tactics. 
Especially warm outbound. 

Once you’ve got traffic running through:
+ Tap into LinkedIn profile views, post engagers, new followers
+ Use tools like Trigify to collect ppl who engaged with your post
+ Find who visited your site with Lead Forensics or Vector
+ Then push to outbound via Instantly, Smartlead or LinkedIn DMs (with HeyReach)

Outbound works best when it's warm.

Your prospect already saw your face.

They’ve read your post.

They know your voice.

Now it’s not cold anymore.

If I were a VP of Marketing at a B2B sales-led company, this would be my core GTM playbook.

+ Inbound-outbound.
+ Signal-driven.
+ Scaled through ads.

----
Follow me, Philip Ilic, for more content around LinkedIn ads for B2B SaaS. 

#linkedinads #demandgen #gtm #leadgen

The best way to use LinkedIn Thought Leader ads is to get your users/clients to post nice things about you. 
instantly .ai Does this super well...

This is the type of social proof posts we recommend our clients get from their users/clients:

1. Tech Stack & Workflow Posts
This is where people show how your product fits into a bigger stack or workflow.

It’s not “we use this tool,” it’s this is how we use it to drive actual results.

Instantly does this super well.

People post how they build a full GTM flow, enrichment, CRM, cold email, and show exactly where Instantly fits in.

These posts don’t feel like testimonials. They feel like playbooks.

They build trust and credibility because it shows your product in context, solving real problems.

→ Ask your customers to post how they use your product as part of their stack.
→ Offer to help write it or ghost it for them.
→ Make it useful. Make it feel like a how-to post.

2. Result Posts
Screenshots. Numbers. Wins. Tangible results.

+ “Booked 42 demos last month using [your tool].”
+ “Closed 3 new clients in 2 weeks.”
+ Screenshot of calendar.
+ Graph showing traffic, leads, replies, whatever.

3. Straight-up Testimonials
“I love this tool.”
“This agency helped us scale.”
“We worked with [consultant] and it was a great experience.”

These are especially powerful if:
+ They come from someone who looks like your ICP
+ They mention a specific pain or transformation
+ They’re concise and easy to digest

→ Collect these in video, text, screenshots, doesn’t matter.
→ The key is making it personal and authentic.

WARNING: if you do not distribute this properly and ppl just see 1 of them with 1 impression, this won't work.

You gotta make sure you properly retarget so your ICP is seeing all 5 with multiple impressions. 

Retarget your ICP with all of them over 30–60 days.
Don’t just show them one ad.

Hit them with multiple angles:
→ How your product fits into a workflow
→ What kind of results people are getting
→ What real users are saying about working with you

Layer this with 2-3 posts from your own profile about features, benefits, or insights, and now you’ve got a proper middle-of-funnel engine.

Important detail most people miss:
→ Your retargeting audience needs to be tight.
→ Small enough relative to your budget that you can hit high frequency.
→ Aim for at least 5–7 impressions per person across the whole campaign.

If they only see one ad, it won’t work.
But if they see five posts from five different people over a month?

Keep it simple.
You don’t need a fancy funnel.
Just 5 real posts.
From real users.
Distributed smart.
That’s how you turn social proof into revenue.

---
p.s. if you'd like me to audit your LinkedIn ads demand gen strategy, send me a dm.

Most LinkedIn ad accounts are built to capture demand.
Very few are built to create it.
Here’s how I structure demand creation 👇

It is all about…
👉 180-day retargeting layer
👉 Consistent content delivery
👉 Zero-click ads (mostly native)
👉 As many Thought Leader Ads as I can get away with

The point of this is to…
👉 Build familiarity: so they remember you
👉 Communicate clearly: what you do, who you help, how you help
👉 Build trust: through repetition, proof, and a strong POV

Here is how i do it with clients

1. Nail the ICP (not just job titles)
“VP of Marketing at a SaaS company” isn’t an ICP.

You need to dig deeper:
+ What playbook are they running that’s failing?
+ What pressure’s coming from leadership?
+ What belief are they clinging to that are wrong?

You're not targeting people.
You're targeting beliefs.

2 Define the Old Way
This is where most ppl are stuck 👇

❌ Notion — Tools scattered across Docs, Trello, Wikis, Evernote.
❌ Figma — Local files, siloed tools, version chaos.
❌ Canva — Photoshop-style complexity locked behind pros.
❌ Calendly — Endless back-and-forth scheduling emails.
❌ HubSpot — Disconnected sales and marketing tools duct-taped together.
❌ Asana — Project chaos trapped in email chains.
❌ HockeyStack — Gut-feel reporting and disconnected dashboards.
❌ Loom — Hour-long meetings for updates that should take 2 minutes.

Make the old way feel broken. Painful. 

3. Sell the New Way

Now shift the narrative.

✅ Notion → Work, knowledge and collaboration in one shared system.
✅ Figma → Creation should be multiplayer — live, real-time, in the browser.
✅ Canva → Design should be accessible to everyone — not gatekept.
✅ Calendly → Scheduling should be instant — not negotiated.
✅ HubSpot → Revenue teams should operate from one shared source of truth.
✅ Dropbox → Your files should be everywhere you are — instantly.
✅ HockeyStack → Revenue decisions should be made from clarity — not guesswork.
✅ Loom → Updates shouldn’t require meetings — async should be the default.

This is what real positioning sounds like.

You're not selling a tool.

You're selling a new standard for how things should work now.

4. Social Proof (why are you awesome)

The most persuasive message isn’t “we’re great.”

The best social proof I love to build for a client is getting them to convince their customers to post on LinkedIn about them, and then we boost this with thought leader ads.

👉 Ask customers to share a win on LinkedIn
👉 Turn a Slack or DM compliment into a post
👉 Offer to ghostwrite it, remove friction
👉 Then boost their post as a Thought Leader Ad

If you're running LinkedIn ads without a content strategy…
You're not building a pipeline.

LinkedIn ads are a lot harder than Google ads, as we have to not only have technical ability but also know about content strategy and demand generation, and wear multiple hats. Its not easy. 

---
#linkedinads #deamdngen #leadgen

How much does a demo cost from LinkedIn Ads?
I get asked this all the time.
The “it depends” answer is pretty annoying, so let me get real specific...

I've managed millions in LinkedIn ad spend. 
Right now, I’m managing 100s of thousands in spend/ month

Here’s what we see across most sales-led B2B businesses with a high ACV:

👉 Cost per demo usually falls between $350–$650
👉 Lowest I’ve seen consistently? Around $150
👉 Highest? Up to $1,000 (still profitable if LTV is strong) 
(or a lot more also, but then it is often a failing account)

This is for bottom-of-funnel “Book a Demo” campaigns that actually work, especially if you’re retargeting audiences warmed up by thought leader ads, organic content, SEO, or Google Ads.

But yeah, it does depend on a bunch of things...here they are:
1️⃣ How big is your ICP?
 If it's big, more “in-market” demand to capture = lower costs.

2️⃣ How warm is your retargeting audience?
 If you're driving traffic from SEO, YouTube, or organic LinkedIn, LinkedIn retargeting becomes way more effective.

3️⃣ Do you have product-market fit?
 If your offer is tight and clear, conversion rates will be higher = lower cost per demo.

4️⃣ How complex is your product?
 The harder it is to explain, the more you’ll spend just to educate → higher cost per demo.

5️⃣ Are you selling something totally new?
 If your category doesn’t exist yet, it’s going to cost more to build understanding and urgency.

If you’re running only bottom-of-funnel demo ads, you’ll quickly burn through the “ready-to-buy” pool and see your CPA creep up.

You must distribute budget across TOF + MOF to keep a healthy pipeline warm.

What are other ppl seeing?

----
If this is is useful, give me a like or a comment to help distribute the content, and I will give you an imaginary hug 🤗

I always start with list-based targeting when running LinkedIn Ads.

The fact that we can literally upload a list of companies into Campaign Manager and only show ads to those exact companies is still wildly underrated.

And when you pair that with a tool like Clay, you can get scarily specific.

Here’s why I love it:

1. You can add layers beyond just industry. Things like:

+ Recently funded
+ 3+ sales reps
+ Actively hiring for roles like SDRs, demand gen, marketing ops

That extra layer brings you closer to actual need.

LinkedIn’s native industry targeting is a little messy. 

You get random segments bundled together, and it’s nearly impossible to isolate something like B2B SaaS properly.

2. Your audience size should match your budget.

If you’re trying to run demand gen, it’s not about reach—it’s about frequency and depth.

3. Your audience needs to see your content enough times to understand who you are, what you do, and why it matters.

That only happens when you treat LinkedIn as a content distribution platform, not just performance marketing.

I build most of my lists directly in Clay. 

You can also use Crunchbase, Apollo, or scrape aggregator sites in your niche.

Or go manual, hire someone to find companies that just won awards, got featured, or were mentioned in niche directories.

It takes time and budget. 

But it’s the single best foundation you can set before running a single ad.

My current list is around 1,500 companies.

I target 3-4 roles per account—decision-makers and influencers.

That’s how you stay focused, spend wisely, and actually get results from LinkedIn.

----

p.s. if you are looking to run ads, or you already run li ads, reach out and i can run a free audit of your account 💪
#demandgen #leadgen #linkedinads

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gabriel Ehrlich 's LinkedIn Performance

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