Justin Rowe

Founder/CMO @ Impactable - B2B LinkedIn Ads Agency | Acquired in 2021 | 2x Acquisitions in 2024 | Making things up as I go

From Restaurant Hustle to LinkedIn Agency Founder → Acquired → Now Scaling the #1 LinkedIn Ads Agency

I went from serving tables to serving over 1,000 clients in 30+ countries - and building an agency that was acquired in an all-cash buyout.

Starting in the restaurant industry, I had a hunger for something more (pun intended). I turned to LinkedIn to document my journey and connect with people. That content led to job offers, investor conversations, and even a deal to co-launch a restaurant franchise.

I saw the power of LinkedIn firsthand and started helping others. That side hustle turned into Linknlearn, a global lead gen agency built entirely through Upwork and LinkedIn outreach. I became the #1 ranked LinkedIn expert on Upwork, launched a $500 website, and scaled the agency internationally.

In 2021, we were acquired. We pivoted to LinkedIn Ads, launched new tech tools, and Impactable was born.

Today, I lead Impactable — a LinkedIn-Centric B2B Marketing Agency and creators of DemandSense, our proprietary LinkedIn Ads platform. We’ve been recognized by LinkedIn, invited to speak at their Indie Agency Summit, and continue working toward deeper partnerships with their team.

💡 What I’m Focused On Now

👉 Helping B2B brands scale with LinkedIn + Google + Programmatic full-funnel campaigns
👉 Working with clients spending $5K–$200K/month in ad budget to scale high-value pipelines
👉 Building smarter offers, audiences, and funnels through our 90-Day Validation Sprints
👉 Empowering internal marketers with DemandSense: ad scheduling, audience testing, and signal tracking for LinkedIn Ads

🧰 Resources (Free & Paid)

🎯 Free Strategy Resources & Templates
→ linktr.ee/justin_rowe

🛠 LinkedIn Ads Toolset (DemandSense)
→ https://impactable.com/dgp-linkedin-ads-tools/


🎥 LinkedIn Ads + B2B Demand Gen on YouTube
→ https://studio.youtube.com/channel/UCATGD6P27kWXDVuaAZeZBuQ/videos

📈 LinkedIn Ads Agency (Done-for-You)
→ https://impactable.com/

💬 Want to Collaborate?

→ Send me a DM if you want to:

Test your audience + offer fit on LinkedIn

Migrate from Google to multichannel demand gen

Build a scalable paid strategy with a trusted partner

Chief Executive Officer

Impactable is a Linkedin Ads Agency that specializes in Linkedin Marketing for B2B companies. We were acquired in 2021 by a data-heavy investor and made a strong pivot into Linkedin advertising. Impactable now manages over 150+ B2B brands with Linkedin advertising being our core focus. 

Other capabilities include website visitor identification, automated Linkedin lead generation, and a few saas tools we are working on.

Impactable is officially a  LinkedIn Marketing Partner for Signals Partner!
Really proud of our team and shout out to our awesome rep Mark Ayesh 🫡 

What is CAPI you might ask and why does it matter?

Super short version:
- better conversion data funneled back to LinkedIn 
-better in platform data to make decisions
-better results and more insights on conversion by demographics etc

CAPI (Conversion API) is basically the process of taking offline conversion (things you can't easily track by page load or Google Tag Manager (which most marketers hate). 

Things like webinar attendees
In person attendees
Sales accepted lead
Closed won deals
Kajabi signups

Especially things that don't happen digitally or happen on websites other than your website...CAPI could help pipe that data back to LinkedIn. 

And then LinkedIn basically will then cross-reference each person uploaded to see if any impressions were served to know if there was any influence and if so how much. 

So...I guess it's getting pretty series with this relationship. 

Come a long way from when my original startup received a cease and desist letter from LinkedIn 😂 (story for another day if you don't know this one). 

Questions about LinkedIn conversion tracking?
Drop a comment 👇

Website Linkedin Ads Agency: https://lnkd.in/guEafPKk
LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable Youtube Channel: https://lnkd.in/emYVDn_T

CMO @ Impactable | B2B LinkedIn Ads Partners | ABM + Signals | Obsessed with Account and People Signals.

Impactable becomes LinkedIn CAPI certified partners

I started in restaurants - LinkedIn helped me become a part-owner of a small 4-shop franchise.  That's where I started to learn about marketing. 

Yea...I know..you likely didn't know that about me.

My first experience in marketing was trying to leverage LinkedIn organic, Facebook, and local partnerships to get real humans to come to our physical shop. 

Not exactly the same as B2B marketing lol but it's not so different. 

1. Gain visibility and start with small ponds
Good news is that in the organic game..there are not usually 100+ restaurants trying to dominate the local LinkedIn scene in their city..so it was actually easy for me to stand out and get attention for our new sandwich shop in town. 

This actually led to real revenue and a partnership opportunity. 

2. LinkedIn lead gen - simple but effective. 

A. Created sales navigator list of HR leaders, operation leaders, event leaders at orgs, and company owners, and just sent daily connection requests and links to our menu and pricing...and this led to a big catering business. 

3. Email marketing - we started a little newsletter. 

I know that sounds crazy because we were just like a little sandwich shop so what's the newsletter even about??

I honestly barely remember, but I know we got emails of our customers who signed up for the app or DoorDash, and I'd send a monthly newsletter basically sharing local news, fundraising we were putting on, new sandwiches or shakes on the menu, and maybe an offer/deal. 

Honestly, I was mostly just trying to cover more surface area (top of funnel, I guess 😂 ) to get more humans to get a craving for our sandwiches, soups, and shakes. 

That's how it started...and this sparked my love and curiousity around marketing which later became a side hustle that became an agency that led to an acquisition. 

And yes, that's me before kids, grey hair, and facial hair apparently.

Spending 30 hours to vibe code something that saves you $50/mo is not genius… u just suck at math

Today CJ Craig hits her one-year mark at Impactable.

In 12 months she’s completely revamped our initial 100-day client journey, helped us move into a real mid-market offering, and straight-up elevated client success across the board.

The result isn’t just prettier docs. 

The team feels more proud of their work. 

We’re doing better, deeper work with fewer clients and higher revenue per client and she was a great force in that direction for us. 

She's also been a great champion of our team and moral booster as we navigate the ups and downs of startup/agency journey (which is not easy). 

CJ, thank you for the leadership, the details, and for making us choose quality over quantity. 

Proud to have you on the team. 

Here’s to year two.

Pro LinkedIn hack to 10x visibility
Comment "This is utter nonsense" on 20 posts daily

Do this and tell me your profile views, engagement, and organic reach of your actual posts doesn't 5-10x.

PSA: Don't actually do this 😂 

But there is a valuable point here...the things that "work" to get vanity metrics. you track can 100% be gamed....but how much actual valuable growth would really come from this...none I'd guess. 

And yet marketing leaders chase all sorts of "hacks" like this every week. 

Things that help show a bump in "metrics" while doing nothing for the actual business. 

Some examples:
-running top of funnel lead gen forms to a cold audience with a fluffy lead magnet that your intern made...great to show "leads" but don't waste sales time with those

-making posts on LinkedIn about how you hate AI or how you got a bad DM...great for impressions on LInkedIn but likely no use or relevance to what you actually sell

-Cutting out LInkedIn ads spend because it's hard to prove and doubling down on Google ads because it's showing all the conversions

-spending 50 hours learning and creating V1 stuff in AI or claude code just so you can make cool posts and talk down to the peons who have a life all the while we all know whatever you launched won't actually still be in real production use to clients 90-days from now

If I could give other marketers a few pieces of advice that they for sure did not ask for and would likely not ask me for 😂 

1. Almost all successful engagements I've had with clients and even massive orgs is to start by amplifying what's already working before worrying about anything new

2. Understand the foundations first: what you actually do that's different, unique, craved, and defensible....and targeting should stem from there

3. Always secure warm 1st party audiences and warm digital audience before prioritizing cold accounts

4. Never start with cold native channel targeting before tapping into existing in-market demand if it exists (paid search)

5. Always anchor scaling paid search spend with healthy retargeting frameworks to atually get the most out of competitive paid search traffic

6. Organic and paid ads should not be 2 separate strategies...paid should amplify organic

7. Use paid retargeting to funnel prospects into owned communities for more efficient long term plays

8. Build a personal brand on Linkedin or 1 core channel you choose and take it seriously

9. Pretend it's your money and you have to prove that what you're doing is working...but more importantly that there isn't an even better use of that budget even if it is "working"

10. Be humble and keep a student mentality...we are all just experimenting honestly

LinkedIn Ads + ABM: Here's how I'm advising orgs prove impact and focus on account engagement and movement vs clicks and leads -  the playbook 👇 

Short version:
Things really changed in 2025 - you can now see the EXACT companies clicking on and even just being exposed to your LinkedIn ads and can see that data by list upload or campaign which opens up huge options. 

I walk through how i'd structure reports for leadership and where and what data you can pull to show account movement and even structure campaigns a bit to give more meaningful insights like showing multiple buyer personals lighting up for top accounts and how this moves from marketing to sales. 

I'm curious how else marketing leaders are showing value and connecting the dots. 

Let me know in the comments - I need more ideas.

Way too many marketing leaders are struggling to prove ROI or even forward motion of ABM programs and especially have struggled to tie proper credit b

Open article: B2B LinkedIn Ads + ABM in 2026: Marketer's Field Guide to Proving Impact by Justin Rowe • 4 min read

B2B LinkedIn Ads + ABM in 2026: Marketer's Field Guide to Proving Impact

If someone visits your website today, what story are they going to see over the next 90 days?

Most companies don’t think that far.

At the DemandShift Summit, I talked about how middle-of-funnel content is where trust is won or lost.

Someone clicked. They showed intent. 𝘉𝘶𝘵 𝘵𝘩𝘦𝘺’𝘳𝘦 𝘴𝘵𝘪𝘭𝘭 𝘴𝘬𝘦𝘱𝘵𝘪𝘤𝘢𝘭.

Now you have a window.

If you could shape their opinion with 15 carefully chosen pieces of thought leadership over three months, what would you show them?

That’s how I approach retargeting.

Not as a generic reminder campaign.
But as a curated content engine that reinforces authority, expertise, and point of view.

When you control the frequency and the message, you can influence the buying decision long before the sales call.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#DemandGeneration #B2BMarketing #ThoughtLeadership #PaidMedia #Impactable

If you automate the relationship, don’t be surprised when it feels transactional.

The irony of modern marketing is that we’re obsessed with scale, but trust doesn’t scale the same way.

In my conversation with Gabe Larsen, he talked about being intentional with how he shows up. 

He posts consistently, engages directly, and personally responds to comments instead of delegating or automating that layer.

Could it be automated? Sure. A lot of people do.

But when the expert removes themselves from the interaction, the tone shifts and the connection becomes functional instead of relational.

Buyers today are more skeptical than ever and they’re choosing based on who they believe.

And belief is built in real exchanges, not optimized workflows.

Automation should enhance relationships.
It shouldn’t replace them.

Need help building/running a thought leader LinkedIn motion ? - https://lnkd.in/gEn-5TuR

#B2BMarketing #RelationshipMarketing #ThoughtLeadership #TrustBasedSelling #Impactable

Founder/CEO @ Impactable | B2B LinkedIn Ads Partners | Paid Ads + Demand Gen + B2B Audience Experts

You might already be the most visible expert in your network.

That was something I shared at the DemandShift Summit that surprised a few people.

Your feed is unique. And so is everyone else’s.

If you’re intimidated by the biggest creators on LinkedIn, here’s the reality. 

Most of your network isn’t following them. 
𝘔𝘰𝘴𝘵 𝘰𝘧 𝘺𝘰𝘶𝘳 𝘯𝘦𝘵𝘸𝘰𝘳𝘬 𝘪𝘴𝘯’𝘵 𝘦𝘷𝘦𝘯 𝘢𝘤𝘵𝘪𝘷𝘦.

If you show up a few times a week with thoughtful content, you may become the most consistent voice they see.

That proximity matters.

People don’t always follow the most famous expert.
They follow the one who feels relatable.

And that might already be you.

#LinkedInGrowth #ThoughtLeadership #B2BMarketing #PersonalBrand #BuildInPublic

Every one is obsessed or worried about attribution and proving ROI but many arn't taking basic steps to show/prove LinkedIn Ads

Here's the short version
1. With data/privacy shifting, ad pixels like LInkedIn insight tag is missing information and not passing back valuable conversion events back into the platform. 

2. This means that you'll often be flying blind with platform data and not able to see what's really working or not working from a campaign group or ad set level. 

3. This also leads to lack of insights around what audience demographics are working. 

When you have proper conversion data, you'll see things like:
-What company size are we doing better/worse with
-What industries are we doing better/worse with
-What countries are winning in vs need to stop spend

These are the kinds of insights that actually guide us to where to spend money or stop spend and where we need to double down and create more focused messaging for high-impact segments. 

Conversion tracking and attribution is something everyone seems to want to do a little better at so this should be helpful.

How server-side conversion events fix match rates, survive ad blockers, and protect privacy The LinkedIn Insight tag is great, but modern browsers and

Open article: Privacy-first tracking for LinkedIn Ads (Why CAPI Matters) by Justin Rowe • 3 min read

Privacy-first tracking for LinkedIn Ads (Why CAPI Matters)

Tons of people are making BANK ($$ for you non-cool kids) via LinkedIn DMs and they don't care if that twists your little undies or makes you FEEL some type of way. 

I get it, it's cool to show a bad email or DM where someone got the name or position wrong or double tapped a send....

Screen shot, name and shame post..get your little endorphin hit from all the "yea this is so terrible" "AI is the worst" comments - ah you've done great. 

Except...what if many of these "spammers" are actually crushing it. 
Actually getting demos booked on basically autopilot 
Actually could care less if a few messages don't hit

And spoiler alert...they are still crushing it...it does still work..and you're feelings/opinions on the matter (and your posts) don't change anything...other than making you a visible opponent of a basic tactic that works for thousands and thousands of orgs

I think the real danger comes from the collective "agreement" that seems to happen. 

Others who read your post feel it proves their own. personal bias and so they believe it...

But you know it and I know it..it's your opinion..no facts, not data, and not really based in reality. 

Yes, I agree spamming is bad and bad personalization is bad, but direct messaging still works. 

This is just my humble perspective from a founder that build a LInkedIn lead gen agency that was acquired and was running automation from 200+ executive profiles when I sold it...still worked then and still works today. 

Main changes though I'd suggest to make it work
1. Start with warm - profile visitors, company page followers, website visitors, active pipeline deals, highly engaged accounts from ads

2. Don't pitch slap - connect, introduce, and add value - add value from messages (share resources) and then share value via posts and newsletter long term

3. Be human and treat this more like a networking event vs door to door sales

4. Get serious about a real thought leadership motion with organic + paid on LinkedIn - that makes any outreach 10x more powerful by playing the long game.

Your posts and newsletters should be so good people are feeding their AI Agents with YOUR content.

Already people are singing up for newsletters just to be ingested by their AI agents so they can accumulate their trusted brain of knowledge to talk to.

Information is becoming cheaper, faster , and easier….. but a strong POV and TRUSTED expertise will be more rare than ever.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

AI tools are incredible for learners. 
They’re not replacements for operators.

ChatGPT and other models are phenomenal for people like me who want to understand the space, test ideas, and get smarter fast.

They lower the barrier to entry.

But they don’t remove the need for someone to architect the system, manage the risk, and make it work inside a real company.

AI is accelerating builders.
It’s not eliminating the need for expertise.

The companies that win won’t just use AI.
They’ll know how to operationalize it.

Website Linkedin Ads Agency: https://lnkd.in/guEafPKk
LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable Youtube Channel: https://lnkd.in/emYVDn_T

#ArtificialIntelligence #B2BMarketing #FutureOfWork #AIOperations #Impactable

Warm audiences are the most underutilized asset in B2B marketing.

At the DemandShift Summit, I challenged something I see all the time.

Teams pour the majority of their budget into cold campaigns while ignoring the people who have already raised their hand.

💻️ You already have website visitors.
👥 You already have company page visitors.
🪪 You already have engaged prospects, email subscribers, and pipeline sitting in your CRM.

And chances are, you already have content that’s working.

There are specific posts that consistently generate inbound interest. They spark DMs, attract ICP-fit comments, and move conversations forward. 

Those aren’t vanity metrics. They’re signals.

Instead of creating something entirely new for paid, amplify what’s already proven and show it to the people who are already warm.

If you want help turning your warm audiences into real revenue, that’s exactly what we build at Impactable.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#B2BMarketing #DemandGeneration #LinkedInAds #PaidMedia #Impactable

The hardest part of AI isn’t building it. It’s controlling it.

Gabe Larsen told me about a Fortune 100 COO who said they won’t allow random builders plugging agents into core systems.

Why?

Because once you start connecting AI to CRM data, billing systems, and proprietary information, the stakes change.

We’re even seeing this internally.

We’ve talked about building assistants that let clients query their LinkedIn ad data, contracts, and performance history.

Sounds powerful.

But then you ask the real questions.
𝘞𝘩𝘰 𝘩𝘢𝘴 𝘢𝘤𝘤𝘦𝘴𝘴?
𝘏𝘰𝘸 𝘪𝘴 𝘪𝘵 𝘴𝘵𝘳𝘶𝘤𝘵𝘶𝘳𝘦𝘥?
𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘦𝘯𝘴𝘶𝘳𝘦 𝘤𝘭𝘪𝘦𝘯𝘵 𝘈 𝘯𝘦𝘷𝘦𝘳 𝘴𝘦𝘦𝘴 𝘤𝘭𝘪𝘦𝘯𝘵 𝘉’𝘴 𝘥𝘢𝘵𝘢?

That’s when this stops being a fun AI experiment and starts becoming infrastructure.

The winners won’t just build agents.
They’ll build secure systems around them.

#ArtificialIntelligence #EnterpriseAI #AIGovernance #SaaS #Impactable

If your organic and paid strategies look nothing alike, that’s a problem.

That was one of the biggest shifts I talked about at the DemandShift Summit.

I see this all the time. 

Companies treat organic like a checkbox and paid like a completely separate, high-stakes experiment. 

That’s a red flag.

If you don’t have enough confidence in your organic content to put paid spend behind it, something’s off. 

Either the content isn’t strong enough, or you’re not listening to what’s actually resonating.

Paid shouldn’t start from scratch. 
It should amplify what’s already working organically.

Organic and paid aren’t separate strategies. 
They’re supposed to work together.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#B2BMarketing #DemandGeneration #PaidMedia #ContentStrategy #Impactable

B2B Marketers - If every Google or LinkedIn algo update crushes your strategy...you're just a trend chaser and have WEAK STRATEGY. 

OMG LinkedIn pod usage isn't working anymore!
OMG I'm not just getting free likes on LInkedIn for any random crap I throw out there!

OMG Google is dead and now all that matters is AI/LLM visibility

OMG Google doesn't care about my AI generated blogs ranking our own brand as #1 any more...

OMG now we have to start using Reddit ASAP it's the only thing LLMs care about

OMG now we have to start publishing on youtube cause it's NOW the biggest thing LLMs care about

Every new update crashes your plans and sets you back. 
Every new update sends you back to the drawing board starting over
Every new update has you chasing the next trend

Meanwhile those who have been prioritizing producing quality content that humans actually find valuable and then ensuring distribution...benefit from every update. 

Every new update seems to penalize short term trend chasing and reward their hard work

They've been publishing valuable blogs that arn't overly promotional or self promotional and new updates just help them be stronger

They've been distributing content on LinkedIn for years before the LLM algo made LInkedIn more and more indexed

They've been leaning into youtube for a while as a bingable content hub and now getting rewarded by top indexing now for LLMs. 

They didn't just throw all their chips at Reddit because it was cool with LLMs for a few weeks. 

I know it's crazy out there but let's take a step back as marketers and realize that chasing all these trends like chickens with no heads is NOT A STRATEGY. 

That's it my friends..that's the message  - think long term human strategy and use the common sense.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

Question: What WON'T you Automate?....that's the real question right? Because what if it's all able to be handled by AI...the question then becomes what to keep right?

I mean really I think that might be a novel thought for many. 
We are so obsessed with what can we use AI/Automation, I don't think enough have stopped to think what they refuse to automate. 

I mean think about it - AI could indeed automate the following things...so what do you keep or ship to AI?

-Reading your emails, checking past threads for context, and drafting replies (human to review and send)

-Auto-download all meeting transcripts into central database along with your emails so you can truly own and talk to your own data...then start thinking about what automated reporting and flows to sit on that

-Remember your wifes email, pull in her web history for perfect gift ideas, order the gift and write the card, order the flowers and chocolate and schedule the delivery, create image collage from images in google drive and create signed poster showing your love, then send series of text flows expressing your love in the 2 weeks leading up to the day

-Substitute yourself for AI robot who will talk to your kids, listen to their boring stories, help them learn to read, write, and teach about right and wrong

-Scrape and store all your blogs, all your newsletters, all your Linkedin posts and youtube videos and auto-ingest all newly pubplished materials to act as a living content and knowledge storage of your expertise able to be searched or used to great thought leadership pieces from your actual experience in your actual tone and using your actual words/phrases

Ok so you get the point..there are cute innocent things AI can do, and then there are "relationship management" type things you could do with AI and I know having clients and having a partner are different things...but can you really automate any relationship?

I think there are human things that we can indeed automate...but the sheer act of automating them really does remove the human level which makes any relationship building 100% fake - just something to think about in this AI world of crazyness.

I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most marketing teams don’t have a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 -- they have a “ 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘪𝘴 𝘣𝘳𝘦𝘢𝘵𝘩𝘪𝘯𝘨 𝘥𝘰𝘸𝘯 𝘮𝘺 𝘯𝘦𝘤𝘬 𝘢𝘣𝘰𝘶𝘵 𝘸𝘢𝘴𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵” problem.

If that feels familiar, you’re in the right place.

Because here’s the truth no one wants to say out loud:

You’re not being judged on “running ads.”

You’re being judged on:

– whether the targeting is signal-based (not spray-and-pray),
– whether your spend is defensible,
– whether your funnel isn’t Swiss cheese, and
– whether your campaigns make leadership feel safer, not more nervous.

That’s where I come in.

I’m JD — SVP of Revenue & Growth at Impactable, where we’ve managed $𝟱𝟬𝗠+ 𝗶𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, worked with 𝟲𝟬𝟬+ 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝘀, and currently support nearly 𝟮𝟬𝟬 𝗮𝗰𝘁𝗶𝘃𝗲 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 across multi-channel.

Me personally?

I’ve audited, fixed, or rebuilt 𝟯𝟬𝟬+ 𝗮𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, overseen $𝟮𝟱𝗠+ 𝗶𝗻 𝘀𝗽𝗲𝗻𝗱, and on average save teams ~𝟱𝟬% 𝗶𝗻 𝘄𝗮𝘀𝘁𝗲𝗱 𝗯𝘂𝗱𝗴𝗲𝘁 when I step inside their Campaign Manager.

Not because I’m magical.

Because I actually understand people.

And your pipeline isn’t an algorithm problem -- it’s a 𝙝𝙪𝙢𝙖𝙣 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢.

𝗪𝗛𝗔𝗧 𝗜 𝗛𝗘𝗟𝗣 𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗗𝗢

If you’re a mid-market B2B org (SaaS, IT, pro services, cybersecurity, finserv, AI, etc.) and your ACV actually matters…

I help you:
• Build audience-first programs that target based on intent signals, not job titles
• Stop lighting money on fire with bad structure, sloppy segmentation, and guesswork
• Fix the funnel so retargeting actually works
• Run multi-channel the way real buyers behave (LinkedIn → Google → Direct, not fantasy journeys)
• Prove marketing impact without resorting to vanity metrics
• Look your leadership team in the eyes and confidently say:
“Yes — this is working.”

Impactable is a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗱𝗲𝗲𝗽 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗰𝗰𝗲𝘀𝘀, but the real secret sauce is our 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚-𝙛𝙞𝙧𝙨𝙩 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 and 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮-𝙛𝙞𝙧𝙨𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. We don’t just “push buttons.” We help you avoid the political disasters that get marketers fired.

A little more human stuff
I’m married to an incredible woman.
We have 6 kids, 2 dogs, and I’m in the gym/sauna daily because… well, 6 kids.
Sour Patch Kids own me. No shame.

If you want to chat LinkedIn Ads, funnel design, or how to stop burning budget (without a sales pitch), I’m always happy to yap.

🌎 impactable.com
📨 jonathan.g@impactable.com

JD Garcia

CJ Craig and I on our way to Dallas for a LinkedIn event! More to come soon 🧠

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

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Impactable is now a #linkedinads CAPI Certified Partner 🥳

Still relying on a pixel and a prayer?

--

This is the missing piece of your Revenue Factory (™ Trevor Corcoran).

Here is the reality of B2B tracking today:

- standard pixel tracking is wonky at best
- between privacy updates, ad blockers, and the fact that B2B buyers are nomadic (they research on one device and convert on another), your data is incomplete at best
- you're seeing a 0 in your dashboard while a deal is actually moving through your pipeline

That’s where CAPI comes in.

It’s not just a technical setup.

It’s the bridge between your CRM and your ad spend.

Instead of just tracking a page load on your site, CAPI allows you to pipe real business outcomes back to LinkedIn:

- webinar attendees (that happened on a third-party site)
- Sales Accepted Leads (that happened in your CRM)
- Closed-Won deals (the only metric that actually matters)

LinkedIn then cross-references this data to show you exactly which impressions influenced that revenue.

It helps remove the "reasonable doubt" that gets marketing budgets cut.

I’m proud of our team for the work they put in to get this certification.

In a world of button pushers, we’re focused on being the strategic partners that actually connect engagement to pipeline.

--

Need to upgrade your infrastructure?

You know how to find us.

Open article: Impactable for B2B conversion tracking | LinkedIn Marketing Solutions by business.linkedin.com

Impactable for B2B conversion tracking | LinkedIn Marketing Solutions

Your paid media budget just got slashed.

Marketers may panic and turn paid social off.

"We can't do anything with this budget."

Wrong.

You can't play Offense (cold targeting).

But you can play incredible Defense (retargeting).

> I call this the Lifeboat Strategy 🛶 <

When the ship goes down, you don't try to find new passengers.

You save the ones you already have.

If you have a micro-budget, you don't just target "Website Visitors."

You triage based on intent.

You strictly target the people you already paid to acquire:

- Website Visitors that came via Paid Search UTMs
- Single Image Ad Chargeable Clicks (filter out the vanity engagement)
- Video Viewers at 75% to 97% completion
- Company Page Visitors (tightened to 30 days if the audience is too large)
- Closed-Lost Opps (depending on your sales cycle)

You spent months building momentum with these people.

If you cut the cord now, you waste the energy you spent getting them interested in the first place.

But you have to be careful...

Restricting your audience size this much can artificially spike your CPMs.

So you can't just set it and forget it.

You have to get smart with Manual Bidding to ensure you saturate the audience without blowing the budget on premium costs.

Even if you can't afford to grow, you can't afford to be forgotten.

People struggle to post content bc they don't know what to say.

But you do, you just don't know how to surface it.

--

Disclaimer: if you aren't doing anything interesting, then this isn't going to work for you. The only reason content is "good" is because it's something that is working. Period. If you're not doing cool 💩, then you should probably start there. (and cool stuff is subjective, the point is to not be a poser)

--

I recently made the switch from ChatGPT to Claude -- mostly because of the ability to build custom skills.

(and yes, I did this before Justin Rowe who posted about it before me 🥲)

Not just prompts -- actual structured skill files that shape how Claude thinks about my specific work, my clients, my voice.

And every morning at 6:55 AM, before I start settling in, a scheduled Cowork task runs through my Google Drive, Gmail, ClickUp, HubSpot, Slack, etc.

It scans what I've done in the last 7 days -- prioritizing the last business day -- and surfaces the most unique or interesting things that happened.

Then I pick one and go deeper on it.

--

That's it!

That's the system.

No more "what should I post today?"

The raw material is already there.

The cool stuff already happened.

I just needed a way to aggregate it and clarify it a bit.

If you're actually solving hard problems, having REAL conversations with partners, building cool things -- then you have content, buddy.

--

Want to become an AI expert like me?

Then you clearly have a goal-setting problem because I'm an amateur and you should be looking to someone else for help there 😅

Have cool stuff you're doing with #claude ?

Drop it here.

I'm learning and nowhere near an expert, so I'd love to hear what others are doing.

"What does winning look like for you in 90 days?"

If a prospect can't answer that, we don't move forward.

--

I've watched this movie too many times.

You sign them... work hard... deliver *real* results.

Then you're in a QBR at month three and they're disappointed -- not because the work was bad, but because nobody ever agreed on what good was supposed to look like.

The best agencies I've seen don't close ten deals a month.

Some close 6 deals a year.

6 (7 😉)!

And they run $3M businesses at 40% margins because clients stay for years instead of churning out every quarter.

Undefined success is the leak at the bottom of the bucket.

--

Yeah, this kills some deals upfront.

Good.

The prospect who can't define success usually isn't ready.

They need internal buy-in, or they haven't stress-tested their own goals, or they're hoping you'll just figure it out for them.

That's a "not yet," not a "never."

I'd rather have that conversation now than lose a client at month 3 with everyone's time gone and nothing to show for it.

Here's the part that doesn't get said enough though: if a client churns early, the problem almost always started in the sales conversation.

Not delivery.

The rep said what it took to close (or was overly optimistic).

Nobody pinned down what winning looked like.

And then delivery is left holding the bag for a mess that was baked in before the service started.

--

This rule applies to clients you already have too.

Contracts renew
Campaigns keep running
Months go by

And nobody stops to ask whether any of it is still pointed at the right thing.

A real partner doesn't wait for frustration to start that conversation.

You show up with benchmarks, competitive context, and a real point of view on what they should do next.

Not a reporting call 🤢
Not a deck full of charts 🤮

A genuine "here's what we're seeing and here's what I think you should do about it."

That's what keeps a client for three years instead of three months.

--

Disqualify fast when you have to.

And then know when the job isn't to filter them out but to help them figure it out.

(and pray for the wisdom to know the difference)

👊🏽

You're not bad at LinkedIn ads (I hope).

But you are treating your product like something it isn't.

There are two types of B2B products:

1. Must-haves
2. Nice-to-haves

The category you're in should completely change how you run #linkedinads

And many companies skip this question entirely before spending budget.

Must-haves are non-negotiable. 
- CRM
- Payroll software
- Cybersecurity
- Legal compliance tools

When a company needs one, they need it now.

Buyers are already looking.

The decision is when, not if.

Nice-to-haves are "that sounds cool, but I can survive without it."

- Analytics platforms
- Optimization tools
- Productivity software
- Most AI SaaS (honestly)

You have to create the urgency.

It doesn't exist yet.

Here's where most people blow up their campaigns:

They're selling a nice-to-have -- but running ads like it's a must-have.

Aggressive BOFU
"RAD" everywhere
Hammering cold audiences with conversion CTAs

And then they sit in meetings wondering why CPLs are through the roof and leadership wants to pull the budget.

The playbook is just different depending on which bucket you're in.

Must-have:
→ Go hard on BOFU -- buyers already know they have a problem
→ Target people actively signaling intent -- competitor retargeting, high-intent page visitors, bottom of the research funnel
→ Your job is to be in front of them when they're ready, not convince them they have a need
→ Shorter cycles = faster feedback loops -- optimize quickly and often

Nice-to-have:
→ Lead with education, not conversion
→ TOF content that reframes the problem first -- before you ever pitch a solution
→ Longer nurture windows. We're talking 90, 180 days. They need more touches to get there
→ Case studies and proof beat feature lists every time
→ Give them a reason to care before you give them a reason to buy

Many companies skip straight to "what should our ad say?"

That's the wrong first question.

Figure out which category you are first.

Everything else follows that 👊🏽

--

P.S. Not sure which one you are?

DM me... happy to give you my honest take.

#linkedinads are probably the wrong move for you right now.

Sound weird coming from a LinkedIn partner?

Probably

But if you haven't mastered demand capture, you have no business doing demand generation.

--

Here is the situation:

You've validated your product.
You know your ICP.
You’re getting referrals.

Now you want to "step out in front of people" and scale.

Your instinct is to go to LinkedIn to reach your target audience.

Don't do it

LinkedIn is a high-friction, high-cost environment.

It’s where you go to influence the 95% of the market that isn't shopping for your solution right now.

If you haven't optimized your conversion engine, LinkedIn will just be an expensive way to realize your website doesn't work.

--

Here's the "Operator" Order of Operations:

1. Capture the 5% Go to Paid Search first. 

Find the people who are literally typing "Best [Your Category] Software" into Google. These people are in "buy mode." They are the low-hanging fruit.

2. Fix the Leaks If you can't convert someone who is actively looking for a solution, you definitely won't convert someone who is just scrolling their feed. Master your Conversion Rate Optimization (CRO) here first.

3. Then, and only then, go to LinkedIn once your "demand capture" engine is profitable, and use LI to create the demand for your brand that doesn't exist yet.

--

LinkedIn is the multiplier

But you can't multiply zero, homie

If you don't have a predictable way to capture the existing intent in the market, you're just lighting money on fire to build "awareness."

Awareness doesn't make payroll -- cash money does.

Harvest your chunk of the 5% first.

The 95% can wait

Yes, I blew up one of the jumping houses in the house so I could get some work done. 

No, mom doesn’t know 🤫

—

I’ve been going hard but realize I need to go harder.

But on the weekends, it’s less about tasks and more about things that are interesting to me. 

Hate me for saying this but you lose so much momentum over the weekend if you aren’t working.

I notice that when I work 7 days a week, my Monday and the subsequent week is much stronger. 

I don’t lose the momentum I built the previous week. 

Do what’s right from you. 

I’m jus saying what I notice about myself. 

Have a great weekend!

Many B2B teams are now saying they want to generate "signal."

But then design for comfort, not consumption.

--

We are currently breaking a client into a net-new market.

New audience
0 familiarity
High skepticism

In theory, the strategy is simple:

Tight targeting and high frequency to see what actually resonates.

In practice, the execution is failing the "physics test."

--

Here is the friction:

Most of your impressions are happening on mobile.

but your ads read like a whitepaper

and your landing page reads like a thesis

You cannot ask a stranger to read a novel on a device built for scrolling.

--

This isn't about creative preference.

It is about physics.
(hopefully, no scientists or PhDs rip me apart for using the P word for my point)

Device determines behavior > behavior determines signal > signal determines investment

If 80% of your delivery is mobile, your only job is to earn their attention in three seconds.

Friction compounds when the audience doesn't know you.

They do not trust you.
They will not work to understand you.
They will not "dig" for the value proposition.

--

I look at it like this:

If you are serving soup, do not hand them a fork.

Especially when you are just trying to find out if they even like soup.

Stop trying to be "intellectually impressive" and start being frictionless.

Optimize for the device first.

Then earn the right to move them somewhere deeper.

Revenue progression starts with respecting the context of the buyer.

Not forcing your own preference.

That is how you get the clean signal everyone is salivating over.

And clean signal is the only thing that actually reduces your risk

Big brain stuff right here 🧠

--

And yes, we're obviously working with our client to make these changes, but those of you who run agencies know how hard it can be with some clients and the internal teams who seem hellbent on sabotaging every good thing you're trying to do 🫠

Bought a new keyboard -- going to have so much fun this weekend 😈

About a year ago, I made a strategy for one of LinkedIn's top influencers thinking it was the best starting point for our engagement...

--

This former client has a massive following.

And when we were deciding what the strategy would be, we decided to segment by geo with some light Dynamic ad content to supplement Thought Leadership efforts.

The idea was simple:

Amplify what was already working

--

By expanding the reach of the content to the *right* audience, we thought we'd pour gasoline on the fire.

Looking back, I see clearly where we went wrong.

If I had to do it all over again, here's what I do:

1. Deep analysis of the current client base to find key traits that would allow us to artificially constrain the audience.

Audience size was in the hundreds of thousands and ad frequency was low.

And while engagement was cheap, it was also... cheap.

2. Focus on the US first

We tried segmenting by regions, but we later realized that most of the sales were coming from the US.

So while "leads" were cheaper in other regions, the cost barrier for the service made the conversion into revenue much higher.

3. Not underestimating the power of a landing page testing

The client had a strong VSL that they used for organic content, but when we went to paid, the behavior changed.

(duh, right?)

Rookie error -- we relied too heavily on what had worked before that we didn't set expectations that we'd need to test this with paid engagement/traffic.

--

I learned something very important from this experience.

Past results is not an indicator of future success.

Having done this for so long, you see the patterns and can spot what starting points make more sense than others.

It's useful but can also bite you in the 🍑

--

In the end, we left on good terms.

But as a marketer, nothing is more frustrating that knowing you "should have" seen success but didn't.

Those experiences stick with you.

Did you know there's a magic button you can press in LinkedIn and Google ads to immediately start generating quality leads?

In order to push the button though, you have to:

- fix the capture mechanism
- scrub the algorithmic waste
- narrow the search universe
- focus on high-intent terms
- terminate the audience network
- kill the audience expansion settings
- prioritize intent data over vanity reach
- prune your target list until it only contains your ICP
- identify the retargeting core of engaged prospects
- move the goalpost from form fills to pipeline revenue
- transition from optimizing for clicks to qualified demos
- bridge the efficiency gap between marketing and sales
- stop making your BDRs swim upstream against cold data
- align your bidding strategy with actual business outcomes
- feed the CRM with engagement signals instead of junk leads

Once you do all of those things, the magic button appears and you can press it :D

In all seriousness, there’s no such thing as a "set it and forget it" campaign.

It takes a lot of unsexy work to plug the leaks and build a foundation that actually scales.

You have to sell the vision, align the teams, and identify every other lever you have to support the effort.

It isn't a myopic approach.

It’s an engineering approach.

And when you stop chasing the "magic" and start fixing the infrastructure, the results usually take care of themselves 📈

Opening day ceremony
National anthem with an American Airlines plane flying by
Was just waiting for a bald eagle to land on the flag pole 😅

Struggle-bussing so hard tracking influenced revenue in SFDC... it’s giving actual physical pain? 😭 Say less, bestie 🤏🏽

You’ve been riding the struggle bus front row premium edition for way too long.

The "Old Era" (NPC Behavior):
- Exporting CSVs like it’s peak 2012 💾
- Manually matching leads like a caveman 🦴
- Praying to the Campaign Field gods it actually populated (fr fr) 🛐

Pipeline looking like straight multiverse mayhem - no one knows what moved the needle. Ong 😭

Meanwhile, DemandSense just said: "Hold my beer." 🍺

The New Meta:
- Plug dat LinkedIn Ads account in real quick 🔌
- Plug dat CRM in, no cap 🤝
- Now yo ads ain't just farming impressions like a bot 😤

They locked in fr 🔒
Tied to real deal stages, real opp amounts, and that Real Revenue Rizz 🔥

No more "trust me bro" attribution delulu.

You can literally stare at which campaigns are actually mogging accounts
👁️👄👁️

Which creatives got that Pipeline Aura? ✨

Which audiences are just... existing? (NPC energy 💀)

It is giving Clean Signal Energy. ⚡️
Not that dusty spreadsheet L.

---

P.S. Going to share this post my 13-year-old son so he knows I'm cool, too.

P.S.S. DemandSense is legit - check it out! It's what we use here at Impactable to optimize, track, and show proof of our impact. Deadass 😉

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The Battle

Justin Rowe

JD Garcia

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The Battle

Justin Rowe

JD Garcia

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Engagements

Likes

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);}Justin Rowe's LinkedIn Performance

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Performance ScoreJustin Rowe's LinkedIn Performance