Certified LinkedIn Marketing Partner. Early access to beta tools, dedicated support, and creative that performs up to 3× the average.
How We Work
Success in LinkedIn advertising is not accidental — it is the result of a structured, systematic, data-driven work process. Eight steps that turn the platform into a reliable, predictable growth engine.
Every project starts with listening. First, we dive deep into the client's business: learning its goals, challenges, and the assets at its d
Every project starts with listening. First, we dive deep into the client's business: learning its goals, challenges, and the assets at its disposal. The goal is not just understanding who the target audience is, but precisely defining the Ideal Customer Profile (ICP). The process includes analyzing the company's most profitable and successful customers to date and identifying the demographic traits (role, seniority) and firmographic traits (industry, company size, location) they share. Based on the ICP, we develop detailed buyer personas that give the target audience a human "face" and help us craft precise, relevant messages.
After the ICP is defined, the next step is strategy planning. The strategy is always based on the full-funnel model, recognizing that B2B cu
After the ICP is defined, the next step is strategy planning. The strategy is always based on the full-funnel model, recognizing that B2B customers go through a long buying journey. Each stage of the journey gets its own campaigns and content. In parallel, for the most critical target accounts we build a dedicated ABM strategy that concentrates coordinated efforts on reaching all the decision-makers in each account.
On LinkedIn, like every marketing arena, it is important to understand the competitive landscape. This step includes an in-depth analysis of
On LinkedIn, like every marketing arena, it is important to understand the competitive landscape. This step includes an in-depth analysis of your main competitors' activity. The analysis helps identify market gaps, find differentiation opportunities, and shape a unique value proposition (UVP) with messages that cut through the noise and speak directly to the ICP's pain points.
Precise measurement is the basis for optimization and for proving ROI. Before launching any campaign, we make sure the tracking infrastructu
Precise measurement is the basis for optimization and for proving ROI. Before launching any campaign, we make sure the tracking infrastructure is ready and calibrated. This step includes two critical components:
Content and creative are the heart of every successful campaign. At this stage we develop the visual and textual assets that the ads will us
Content and creative are the heart of every successful campaign. At this stage we develop the visual and textual assets that the ads will use. The focus is professional, polished creative tailored to a B2B audience. There is no room for gimmicks here — only value-based messages that address business challenges and present solutions. The copywriting must be sharp, clear, action-driving (CTA), and adapted to each funnel stage. We write several ad versions for every campaign to enable A/B testing and identify which messages and visuals resonate best with the audience.
Once the strategy, infrastructure, and creative are ready, the campaigns go live. But the work does not end there. Professional management i
Once the strategy, infrastructure, and creative are ready, the campaigns go live. But the work does not end there. Professional management is not "set it and forget it". The management team tracks performance daily, analyzes metrics in real time, and makes ongoing adjustments. Optimization includes bidding changes, moving budgets between campaigns, pausing under-performing ads, adding negative audiences, and refreshing creative. This proactive approach keeps campaigns efficient and ensures the budget is used optimally throughout.
Reporting is a critical part of the process and is done with full transparency. The client receives periodic reports (weekly or monthly) tha
Reporting is a critical part of the process and is done with full transparency. The client receives periodic reports (weekly or monthly) that present performance clearly and focus on the metrics that truly matter. The reports are not just a pile of numbers — they include analysis, insights, and recommendations for what comes next. When possible, LinkedIn data is cross-referenced with CRM data to show the full picture: how many leads were created, how many became sales opportunities, and the monetary value of the pipeline the campaigns built. This is exactly the reporting executives love to see.
After the campaigns have run for a while, enough data accumulates to identify the "winning formula" — the audiences, messages, and formats t
After the campaigns have run for a while, enough data accumulates to identify the "winning formula" — the audiences, messages, and formats that produce the best results. At this stage we start gradually (and carefully) increasing the budget (scale-up) to maximize the success. In parallel, we make a point of staying at the front of innovation. Digital advertising changes constantly, and LinkedIn itself keeps launching new features and formats. As part of the service we stay up to date, test new tools (such as Predictive Audiences or AI-driven campaigns), and fold them into the strategy — to maintain a lasting competitive advantage.
Why Via Marketing
Entrusting your advertising budget to an external agency is a strategic decision. Many agencies offer "campaign management", but there is a huge difference between technical management and a strategic partnership — especially in LinkedIn's complex B2B arena. Choosing an agency that specializes exclusively in B2B LinkedIn marketing is not a matter of convenience; it is a strategic necessity. It requires deep knowledge, proven experience, and an approach that combines technology, strategy, and business psychology. The role of a specialist agency goes beyond bid management and uploading ads. Such an agency acts as a strategic integrator: in a world where success requires connecting platforms (LinkedIn and Google), syncing data between systems (advertising and CRM), and coordinating departments (marketing and sales), the agency is the nerve center that aligns all of these. It brings not only technical knowledge but a holistic view of the revenue-creation process — turning a tactical vendor into a growth partner.
Costs
"How much does it cost to advertise on LinkedIn?" is the first question. The answer requires a mindset shift: instead of "cost", think "investment". LinkedIn costs more per click, but it buys access to a quality, precise audience that has no substitute. In the end, the higher cost per click translates into a lower cost per quality sales opportunity.
We reverse-engineer from the revenue goal → required SQLs → MQLs → average CPL → monthly budget. No guessing.
| Industry | Average cost-per-click (CPC) range | Average cost-per-lead (CPL) range |
|---|---|---|
| SaaS / software and internet services | $5-$8 | $100-$160 |
| FinTech / financial services | $8-$12 | $180+ |
| HR-Tech / recruiting technologies | $4-$7 | $90-$140 |
| Corporate Services / business services | $5-$7 | $60-$100 |
The main reason LinkedIn's cost per click is higher is the value of the audience. On other platforms you pay for exposure to a broad audience based on interests; on LinkedIn you pay for direct access to decision-makers, senior executives, and key people based on verified data. A lead that arrives from LinkedIn, after seeing a professional, focused message, is usually riper and more relevant, with far higher business potential. Research shows LinkedIn leads close at higher rates and at larger deal sizes. The platform even delivers the highest return on ad spend (ROAS) of all the major networks for B2B marketing.
To set realistic expectations, it is important to know the average cost benchmarks. Naturally, costs can vary significantly with the competition for the target audience, ad quality, and strategy. The following numbers are based on current benchmarks for EMEA markets (Europe, Middle East, Africa), which are a good indication for the Israeli market too, with slight adjustments (in Israel costs tend to be slightly lower than in the US):
Average cost per click (CPC): usually $5-$8, but it can reach $12+ for especially sought-after audiences (for example, CEOs in competitive industries).
Average cost per 1,000 impressions (CPM): around $30-$50, mostly relevant for brand-awareness campaigns.
Average cost per lead (CPL): highly dependent on the offer and the format. A native LinkedIn lead form can deliver a CPL in the $75-$150 range, while leads from an external landing page may cost more — roughly $100-$200.
* Costs are in US dollars (USD) and are a general estimate. Actual costs depend on many factors.
We would be glad to reverse-engineer from your business goals and give you a budget forecast, an expected number of leads, and an initial timeframe. The first consultation call is free.
Results
Averages we see in well-managed accounts — illustrating the deep business impact of B2B LinkedIn when it is managed correctly.
One of our central goals is to increase the volume of quality leads entering the marketing system. Focused campaigns with valuable content create a steady stream of inquiries from relevant prospects — driving a dramatic rise in MQL volume.
A combination of precise ICP targeting, persona-tailored messages, and creative that triggers a response. We measure MQLs against clear fit criteria — not just "who filled a form", but who is a fit to become a deal.
It is not enough to bring more leads; they need to arrive efficiently. Through constant targeting, creative, and bidding optimization, we have significantly reduced the cost of producing a lead that becomes a sales opportunity. On average we have seen about a 35% reduction in cost per SQL.
Proactive exclusion of non-converting audiences, constant A/B testing of copy + visuals, and switching to Cost Cap or Target Cost once the campaign is stable. Usually the result of 8–12 weeks of work.
The ultimate success metric. When managed correctly, LinkedIn proves itself as a platform with one of the highest returns on investment in B2B. By connecting advertising data to sales data, you can clearly see how every shekel invested in advertising produced roughly five times as much in revenue.
Full CRM integration (HubSpot, Salesforce). Every lead is tagged by source — LinkedIn × campaign × creative — and followed across the whole sales journey until the deal closes.
For companies running ABM, one of the critical metrics is target-account penetration. Concentrated, personalized campaigns let us reach most of the decision-makers at target companies within a relatively short period and start building a relationship. On average we have created presence in about 70% of target accounts within about 3 months.
A list of 300+ target companies is uploaded as a Matched Audience. Each account receives a message sequence tailored to its familiarity stage, plus segmentation by role in the buying committee.
The work does not end at the click. We make sure the page the lead arrives at converts optimally too. Matching the message between the ad and the page and applying recommended CRO practices leads to a significant rise in the share of visitors who become leads. On average we record about a 25% improvement in landing-page conversion rates.
Message match between the ad headline and the page headline, a shortened form, social proof above the fold, and moving from external landing pages to native Lead Gen Forms where appropriate.
A significant strategic advantage. Leads that come from LinkedIn are usually "warmer" — they have been exposed to content, know the brand, and understand the value proposition. As a result, the sales process with them moves faster. We have seen the average sales cycle shorten by about 15%, which helps accelerate the company's cash flow.
A full-funnel strategy: before the lead comes in, they have already been exposed to 3–7 planned messages. Familiarity with the brand and the solution shortens the persuasion process in the first meeting.
Client testimonials
Leading B2B companies in their fields chose Via Marketing as their LinkedIn advertising partner. The numbers and results say it all.
"We managed to double the number of demo meetings within one quarter of starting to work with Via on LinkedIn campaigns."
"The quality of the leads we started getting from LinkedIn improved remarkably from the first month after starting to work with Via Marketing."
Our methodology
Behind every successful campaign stands a clear philosophy. The following five foundations are the core principles that guide every strategic and tactical move we make — ensuring campaigns are not only executed right, but do the right thing.
The B2B purchase process is almost always a group decision — not one person's. A winning strategy therefore does not focus only on the initial contact person, but maps and targets all the relevant members of the buying committee — from the technical user, through the direct manager, to the CFO who approves the budget.
Sophisticated B2B customers do not respond to aggressive marketing messages. They look for solutions to their challenges. Our approach therefore leans on content marketing: campaigns are built around content assets with real value — reports, guides, webinars — that educate the prospect and deliver value before offering a solution.
The language we use in ads and content is critical. You need to speak the decision-makers' language — the language of business challenges, strategic goals, return on investment (ROI), and operational efficiency. The copywriting must be professional, sharp, and free of marketing "background noise" to earn the respect and trust of a senior executive audience.
In a long sales cycle, the call to action does not always need to be "buy now" or "request a demo". Often the most effective CTA is the one that leads the prospect to the next logical step in their journey — for example, "download the full report", "register for the webinar", or "read a case study". The goal is to open a conversation and build a relationship, not necessarily push for an immediate close.
As emphasized, the ultimate measure of success is not the number of leads but the monetary value of the sales-pipeline opportunities the marketing activity created. All optimization and reporting is aimed at that goal: proving (and growing) marketing's direct contribution to the revenue line.
Why LinkedIn
LinkedIn costs more than other channels — and that is exactly why it has to be managed differently. Six principles that define how we turn a high cost-per-click into a low cost per sales opportunity.
The decisive advantage of LinkedIn advertising is surgical-grade targeting based on verified professional data that users enter themselves. Unlike platforms that rely on inferred interests, LinkedIn lets you reach the people who matter most to the business: the decision-makers. Campaigns can be targeted by precise parameters such as:
Campaigns can be targeted by precise parameters such as: job title, seniority, function, company size, specific company name, industry, professional skills, and membership in discussion groups.
This capability makes advanced strategies possible and reaches every member of the buying committee at target companies. For example, you can show a technical message to the CTO, an ROI-focused ad to the CFO, and an operational-efficiency ad to the COO — all at the same company. That level of precision changes the rules of B2B marketing and ensures the message reaches the right people. The result is a significant rise in lead quality and close rates.
Traditional digital-marketing metrics such as clicks, impressions, and click-through rate (CTR) matter, but they only tell part of the story. In B2B, with long sales cycles, the metrics that truly matter are the ones that reflect real progress in the sales process.
That is why our methodology focuses on business KPIs: cost per marketing-qualified lead (MQL), cost per sales opportunity (SQL), the value of the pipeline created, and above all return on ad spend (ROAS). Tracking does not stop at the ad click or the form fill. With a CRM connection and advanced tracking tools we follow the customer journey end to end, so we know exactly which campaigns, ads, and audiences produce not just leads, but leads that become profitable deals. Research shows that sales opportunities influenced by LinkedIn campaigns are 39% more likely to close, which underlines how important precise measurement of the platform's bottom-line impact is.
Account-based marketing (ABM) is no longer a niche tactic — it is the default strategy for B2B marketing success on LinkedIn. Instead of trying to "fish" for prospects in a wide ocean, ABM identifies the highest-potential target companies in advance (high-value accounts) and concentrates marketing and sales efforts on breaking into them.
LinkedIn offers dedicated ABM tools, such as Matched Audiences, that let you upload a focused list of companies and target their employees and executives. The process starts with collaboration with the sales team to identify target accounts. We then run personalized campaigns that surround the decision-makers at those companies with relevant messages and valuable content. Measurement happens at the account level, looking at engagement and progress through the pipeline. Research shows that campaigns using Matched Audiences achieve conversion rates 4× higher — which makes ABM the most effective strategy for realizing LinkedIn's potential.
Efficient budget management on LinkedIn takes more than an initial bid setup. The platform offers a range of automated bidding strategies and a sophisticated, objective-based auction system.
Professional campaign management that combines experience, deep audience understanding, and advanced technology with AI-driven automation enables optimal use of ad budgets and maximizes the quality and quantity of results. Optimization runs continuously to achieve the lowest cost per desired action — whether that is a lead form submission, a webinar registration, or a demo meeting. The systems learn which audiences and ads produce the best results and prioritize them dynamically. AI-integrated technology makes management smarter and more efficient, freeing time to focus on strategy and creative. Ultimately, every shekel is routed toward maximum return on investment.
Conversion rate optimization (CRO) does not start at the landing page; it starts in the user's feed. Every ad is an opportunity to persuade, so every element — the image, the headline, the copy, and the call to action — goes through rigorous A/B testing to guarantee maximum performance.
The first goal is to "win the click" and get the right user to stop scrolling and take interest. After the click, the experience must be smooth and conversion-focused. Whether it is a dedicated landing page or a native LinkedIn Lead Gen Form, every detail is designed to reduce friction and increase the chance of conversion. LinkedIn's native lead forms, for example, can improve conversion rates by up to 5× because they pre-fill the user's profile details and save manual typing. This holistic approach ensures every step of the funnel, from the ad to the conversion, is optimized for the desired outcome.
The reports show a clear picture of the "money on the table": how much was spent and how much value was created in the pipeline and in revenue.
With advanced reporting tools and CRM data integration, the reports link LinkedIn activity directly to business outcomes. They present metrics such as customer acquisition cost (CPA), customer lifetime value (CLV), and ROAS, and provide strategic insights for what comes next. This approach answers the growing pressure on marketing leaders to prove their contribution to the bottom line in front of management.
To turn LinkedIn from a place of job hunting and personal branding into a predictable, stable, sustainable system for MQL/SQL-level lead generation, customer acquisition, and measurable business growth. Want to know exactly what can be achieved in your world, on what budget, and on what timeline?
Formats
Full command of LinkedIn's advertising arsenal is the key. Every format has unique strengths and a customer-journey stage it serves — we match the right tool to the right job and build a multi-layer strategy from awareness to the demo meeting.
The "workhorse" of LinkedIn advertising and the most common format. These campaigns distribute valuable content — blog posts, guides, research reports, videos, and many other formats — directly into the target audience's feed. The goal is to attract attention, establish thought leadership, and generate leads through quality content. The format comes in several variations: Single Image Ad: the classic format, effective for a sharp, clear message. Video Ad: video creates especially high engagement (5× more interactions on average). Ideal for telling a story, showing a product demo, or delivering a human message. Carousel Ad: shows multiple images or cards in one ad. A great way to present different aspects of a product or tell a story in installments. Document Ad: a powerful lead-generation format. Lets users download documents (whitepapers, eBooks, case studies) straight from the feed in exchange for filling in a lead form.
Single Image Ad
Video Ad
Carousel Ad
Document Ad
Full command of LinkedIn's advertising toolset is the key to building winning campaigns. Every format has unique strengths and fits different goals at different stages of the customer journey. Deep familiarity with each format makes it possible to build a multi-layer strategy that accompanies the prospect from first exposure to the decision. Professional management matches the right tool to the right job — maximizing budget efficiency.
The beauty of digital advertising — and LinkedIn in particular — is that almost everything can be measured. Unlike traditional marketing channels, here you can tie spend directly to a business outcome. With correct tracking setup and CRM synchronization, you can know exactly how much it cost to bring each lead, each meeting, and each deal. That level of measurement makes LinkedIn advertising one of the most transparent, calculated investments a B2B organization can make. It also lets marketing leaders show management clear data on return on investment.
LinkedIn requires a minimum daily budget of $10 per campaign, but that amount will not be enough to collect statistically significant data. Our recommendation is to start with a testing budget of at least $30-$50 per day per target audience. That budget lets you run several ads, accumulate enough data within 2-4 weeks, and draw statistical conclusions about what works and what does not. The total budget should derive from the business goals. Using "reverse engineering", the required budget can be calculated: start from the revenue goal, derive the number of new deals required, then the number of meetings (SQLs) and leads (MQLs) needed, and finally multiply by the average cost per lead (CPL) to reach a recommended advertising budget.
Professional LinkedIn campaign management can reduce costs and maximize profit. A few ways to get there:
Precise audience segmentation: reaching only the most relevant audience prevents budget waste on irrelevant clicks.
Using negative audiences: proactively excluding competitors, current employees, or unsuitable roles from the campaign.
Quality-score optimization: relevant ads with a high click-through rate (CTR) are rewarded by the algorithm with more exposure at a lower cost.
Constant A/B testing: ongoing experimentation with creative, copy, and audiences to find the winning combinations and put most of the budget behind them.
A specialist agency focuses on exactly these things, to make sure your budget is used as efficiently as possible.
If you are ready to turn LinkedIn into a central channel for creating quality sales opportunities and business growth, it is time to talk to us. Book a free, no-obligation consultation call. We will discuss your challenges and goals, and you will receive a tailored action plan (including an initial budget estimate).
Working with an agency that is an official LinkedIn Marketing Partner brings peace of mind and a mark of quality. This status is not granted to anyone — it requires proven expertise, meeting the highest standards, and demonstrated success over time. For you, it means concrete advantages:
Certified expertise: confidence that campaigns are managed by professionals certified by LinkedIn.
Early access to innovation: official partners sometimes get early access to beta tools and new formats — giving their clients a competitive advantage.
Dedicated support: a direct line to LinkedIn's support and strategy teams, helping resolve issues and providing advanced insights.
Proven performance: research shows creative produced by LinkedIn partners performs above average — sometimes up to 3×.
In a high-stakes B2B advertising environment, where any mistake can burn a significant budget, official partner status acts as an insurance policy — reducing risk and increasing the odds of success.
Working with an agency that is an official LinkedIn Marketing Partner brings peace of mind and a mark of quality. This status is not granted to anyone — it requires proven expertise, meeting the highest standards, and demonstrated success over time. For you, it means concrete advantages:
Certified expertise: confidence that campaigns are managed by professionals certified by LinkedIn.
Early access to innovation: official partners sometimes get early access to beta tools and new formats — giving their clients a competitive advantage.
Dedicated support: a direct line to LinkedIn's support and strategy teams, helping resolve issues and providing advanced insights.
Proven performance: research shows creative produced by LinkedIn partners performs above average — sometimes up to 3×.
In a high-stakes B2B advertising environment, where any mistake can burn a significant budget, official partner status acts as an insurance policy — reducing risk and increasing the odds of success.
The Israeli B2B market (and the high-tech scene in particular) is unique. It is characterized by intense competition, a sophisticated professional audience, and fast business dynamics. An agency that understands these nuances can achieve significantly better results. That understanding is not just technical — it is cultural. It includes phrasing messages that speak to Israeli executives, understanding how local organizations are structured, and the ability to navigate our unique business ecosystem. Combining that local knowledge with relationships with experts and thought leaders in the Israeli industry enables more precise strategies that are not based on generic global templates.
Our approach to campaign management is scientific and systematic. Every decision — from audience selection through message phrasing to budget allocation — is backed by data and rigorous testing. Gut feelings can start a hypothesis, but only data can validate it. The methodology includes constant A/B testing, cohort analysis, and long-term tracking of performance metrics. This analytical approach, typical of modern marketing's "data translators", ensures optimization is based on facts rather than opinions. The result is continuous performance improvement and more efficient budget allocation.
Success on LinkedIn requires two kinds of expertise: a deep technical understanding of how the platform works (the auction system, the algorithms, the targeting options) and a psychological understanding of the target audience. It is not enough to know how to reach a senior executive; you need to understand what will make them stop, take interest, and act. That means understanding the B2B customer journey, the business pain points, and the motivations and blockers of decision-makers. Combining technical expertise with human empathy makes it possible to create campaigns that not only reach the right audience but speak its language and persuade it to act.
The notion that B2B marketing "has to be boring" or "dry" is outdated. In a content-packed feed, professionals also respond to high-quality, aesthetic, thought-provoking creative. A specialist agency invests in developing top-tier visual and textual assets — ones that respect the audience's intelligence, stand out visually, and deliver a professional, credible message. Recognizing that bold, creative work is a critical growth engine in B2B as well is part of the modern approach to marketing. Research (including LinkedIn's own) supports it: investing in quality creative is essential for capturing attention in a crowded environment.
A strategic partnership rests on trust — and trust is built through transparency and open communication. Every client deserves to know exactly where their money goes and what results it produces. Our approach includes a dedicated account manager, regular status meetings, and full access to dashboards showing campaign performance in real time. Communication is direct and at eye level, without unnecessary technical jargon, and always focused on the business goals. We operate as the executional arm of the client's marketing department, with full transparency at every step.
LinkedIn campaigns do not operate in a vacuum — they are part of a broader digital marketing strategy. An agency with a holistic view knows how to create synergy between channels to multiply results. A classic example is combining the strengths of Google and LinkedIn: using Google advertising to capture high-intent audiences, then remarketing on LinkedIn to continue the conversation in a professional environment, serve relevant content, and build trust over time. An integrated approach like this creates an ecosystem where every channel strengthens the others — leading to better results at a lower cost. When choosing the ad format we match it to your goals: for lead generation, perhaps Sponsored Content with a lead form; for branding, story-driven video; for a personal approach, an InMail message, and so on.
