The LinkedIn Ads Strategy That Drove $8.8M in Pipeline
Extra resources:
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Hello LinkedIn Friends👋,
This week, I’m breaking down the exact strategy we used to generate:
$8.8M in pipeline
30+ SQLs/month
Meetings with Microsoft, Meta, Amazon, HubSpot, Oracle, IBM
From less than $30K in spend
Let’s dive into the full-funnel strategy we used — so you can steal it 👇
Want us to run your LinkedIn Ads? If you're looking to spend $5K/month or more, you can book a call with me here. We'll walk through your goals and see if it’s a good fit.
Not ready yet? We also offer a free in-depth audit — no strings attached — with actionable feedback you can implement right away.
Start With Structure: The Full Funnel Setup
When I audit an account, it’s often chaos — campaigns everywhere, no logic, no naming conventions.
Here’s how we simplify:
We build just 3 campaign groups:
Top of Funnel (TOF): cold audience
Middle of Funnel (MOF): nurturing
Bottom of Funnel (BOF): conversion
Each layer has a specific job. Each uses a different format. Here's how:
🔽 Bottom of Funnel – Where the Results Begin
Start here. Why?
Because there’s usually an in-market spike of buyers already aware of you. You can capture them fast.
Target: 30- or 90-day retargeting audiences (visits, engagements, etc.) Goal: Book demos, get leads, close deals.
Best performing formats:
Lead Gen Form Ads Still crushing. Especially with new Calendly integration coming to native forms = smoother booking → more sales calls.
Website Conversion Ads Single image, driving to a high-intent landing page.
Conversation Ads These outperform when done right. Use incentives — e.g. “Book a demo, get a $50 gift card.”
🔼 Top of Funnel – Build Retargeting Audiences Cheaply
Don’t overcomplicate this layer. It exists to fill your BOF.
Target: Cold audience Goal: Get traffic or video views to retarget later.
Formats to use:
Video Ads Optimise for video views OR traffic. Lately, I’ve been choosing traffic, still get 50%+ view rates, but also get clicks.
Single Image Ads Straight to website, used for audience-building.
Thought Leader Ads These help boost credibility early and cost less than you’d expect.
📌 Golden Rule: The TOF's only job is to build affordable, high-quality retargeting audiences. That’s it.
🔁 Middle of Funnel – Nurture Your Warm Leads
This is where B2B ads become content delivery, not just direct response.
Target: 180-day audience — people who engaged, visited, watched
Goal: Educate. Build trust. Stay top of mind.
Best formats:
Zero-click ads (video, document, or carousel ads that don’t push to a site)
Thought Leader Ads Use 4–5 key leaders in your company. Run their posts as ads. This is the highest-performing format we use.
🧠 The 3 Content Buckets We Rotate
Whether we’re running video, single image, document, or Thought Leader Ads — content matters.
Here’s the simple framework we use:
Social Proof
Features & Benefits
Educational
💡 The Summary
Start BOF → TOF: You’ll get early wins, fast
Use native lead forms — they still work, especially with Calendly coming
Thought Leader Ads in the middle of funnel = magic
Don’t skip content: TOF builds retargeting, MOF nurtures, BOF converts
🎥 Bonus: Want to Watch the Full Breakdown?
I go step-by-step through:
Our exact ad structure
The formats and audiences we use
Real campaign results + what worked
Hope this was super useful.
Some ways I can help…
