Every executive launches LinkedIn ad campaigns with high hopes. They want sales to grow in line with the budget they’ve allocated to these ads.
You probably have the same expectations for your LinkedIn ads, but the numbers only look great on paper. Sales just aren’t matching up, despite the increase in clicks and impressions. If you’re constantly wondering what you could have done better, it’s time to give some thought to seeking expert help.
A LinkedIn marketing agency can change how your monthly marketing spend is used. Blindly running LinkedIn ads can be expensive; their expertise can save money and tell you exactly how to generate ROI.
An agency can help you improve conversations and create real traction. They can show you that the real problem might not even be the actual ads, but how the platform is used, which can lead to unsatisfactory results. Let’s discuss this in more detail.
Do They Look Beyond Clicks and Focus on Revenue Metrics?
Tracking Click-Through Rate (CTR) and Cost Per Click (CPC) is valuable. In fact, these metrics cannot be ignored. But the more valuable aspect of tracking involves asking the following questions:
- What happened after the click? Did you make a sale?
- Are leads moving through the funnel, and is a pipeline being created?
An agency focused on revenue knows that understanding sales targets is crucial to adjusting LinkedIn ads. They talk about the following:
- Pipeline Contribution: The part of the total sales pipeline value that came directly from a specific LinkedIn ad campaign
- Lead-to-Opportunity Costs: The number of generated leads that turned into actual sales opportunities
- Cost Per Qualified Lead: Dividing the total campaign spend by the number of leads that meet set criteria
A strong agency will also assess how effectively the ads generate downstream revenue. If your ads aren’t generating repeat business or meeting upselling targets, you may need to make a change.
Is Their Experience Good for Your Business Model?
LinkedIn ads aren’t the same for every business. A reliable marketing agency with extensive industry experience understands this and will create campaigns aligned with your business model. If your company offers a professional cleaning service, campaigns designed for a B2B SaaS company won’t help you.
So, you need an agency that can do the following for your company:
- Explain your sales cycle and how they plan to approach it
- Share how they make decisions about your campaigns based on the input they receive from various decision-makers
- Show you how they plan to handle delayed conversions, where someone clicks an ad but comes back later to book a demo
If an agency promises instant results, they’re operating from a place of dishonesty and without experience.
Do They Know About Targeting and Audience Quality?
You don’t want surface-level or broad campaigns because they don’t get you the required results. Good agencies that understand revenue generation know that they need to work with intent signals, exclusions, and seniority. They also focus on industry, company size, revenue range, and location.
These are proven ways to help your company reach the people who might actually become paying customers. If an agency doesn’t do this, it wastes a significant portion of the allotted budget.
What Is the Agency’s Creative and Messaging Process?
To check an agency’s creative and messaging process, you should ask the following questions:
- How do they create the ad copy?
- What angles do they test?
- What is their strategy for writing ads? Do they talk to real people through their ads?
- Do their ads look like billboards, or are they designed to open the door to a conversation?
This will tell you whether they can validate the ideas your target audience has and convert them into actual customers.
How Effective Is Their Optimization Philosophy?
LinkedIn ads may need adjustments once early results are in, and agencies that can adapt quickly can optimize them more effectively. It’s recommended to check whether the agency you have chosen can refine the ads based on their current performance. You can ask the following questions:
- Do they test creatives enough times to get better results?
- How long do they wait before making changes once it’s clear the ad is underperforming?
- Do they have a keen sense of how audiences and landing pages work for specific ads?
Can They Collaborate With Sales?
When an agency can work well with sales teams, revenue will be tracked through metrics that matter. An ad account is a tool, but real revenue numbers are available only through sales. Such collaboration and the resulting reporting transparency can strengthen a company’s position.
A good agency will adjust campaigns based on lead quality and change their messaging as needed. They want LinkedIn to be a platform of growth for you, not another expense that you eventually regret.
Final Thoughts
Choosing a LinkedIn marketing agency means finding a partner committed to generating revenue. They do this by asking questions, changing strategies, eliminating confusion, reducing ad spend waste, and introducing discipline. They won’t stop until LinkedIn ads drive real sales.
