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

Trevor Corcoran regretfully informed us that the "Form Fill Fairy" has passed.

If you don't believe it, answer these two questions:

1. When was the last time YOU clicked an ad and filled out a demo form immediately? (probably never)

2. When you talk to your best customers, do they say "I saw your ad and clicked it"? (No. They say "I've been following you for 6 months")

--

The "Form Fill Fairy" was the mascot of the ZIRP era.
(Zero Interest Rate Policy)

Money was cheap.
Attention was cheap.
You could run a mediocre ad and get a lead.

But the game changed.

Today, buyers are:

- skeptical: They don't trust your landing page claims
- self-serve: They will research you on Reddit, G2, and LI before they talk to you
- impatient: They want the price without the pitch

So, how do you win in a world without the Form Fill Fairy?

You stop hiding the good stuff.

Ungate your best content
Let them binge-watch your expertise without a form.

Publish your pricing (or at least a range)
Stop holding the number hostage for a meeting.

Optimize for Consumption, not Conversion
If they consume your content, the conversion will happen.

You can't force them to fill out the form.

But you can make them want to.

Be the vendor that is easy to buy from. 

The rest will follow 👊🏽

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

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.

#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!

No alternative text description for this image

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 📈

Hybrid

Media, content and creative specialists in education and technology. We leverage data, insights and a deep sector knowledge to influence a global community of students, educators, leaders, and innovators.

Account Director - Strategic Partnerships

Brainlabs.

Brainlabs is a digital marketing agency based in the UK and US with a test-and-learn approach to growing businesses. Led by experimentation and data, we're experts in paid search, SEO, programmatic, paid social, CRO, and analytics. We also offer consultancy and training along with our proprietary tech stack to supercharge performance.

On the journey so far we've picked up a number of industry accolades, including Best PPC Agency at the Search Awards on both sides of the pond. We also ranked top of the Deloitte Fast 50 and fourth in the FT’s fastest-growing companies in Europe and found ourselves on Sunday Times Best Places to Work 2018 and The Times Top 50 Employers for Women 2019 lists.

We've driven tremendous results for clients such as Bed Bath & Beyond, Expedia, and OnePlus. We partner with clients of all shapes and sizes from a variety of industries. What unifies them is their ambition to grow.

Account Director

Senior Account Manager

Account Manager

Institute of Food Science and Technology

Education and Careers Coordinator

Web Content Developer and Administrator

ALTIA CENTRAL

Assistant Language Teacher

Interac

Experienced Digital Marketing Manager with eight years experience in planning, optimising, and delivering successful cross-channel campaigns for industry-leading clients in education, entertainment and FMCG.

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The Battle

JD Garcia

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The Battle

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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);}JD Garcia's LinkedIn Performance

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