# Kiin

> Kiin is a UK B2B LinkedIn Ads agency with three ex-LinkedIn Marketing Solutions employees on the team, managing 200+ B2B SaaS ad accounts, with benchmark data from 1,000+ accounts connected to Kiin Intelligence. Kiin specialises in full-funnel LinkedIn advertising for B2B SaaS companies: thought leader ads, conversation ads, lead gen forms, and signal-based outbound.

Kiin is a LinkedIn Marketing Partner based in London, United Kingdom, serving B2B SaaS
companies in the UK, EU and United States. Typical clients run £3,000–£50,000 per month
in LinkedIn ad spend with deal sizes of £5,000 ACV and above, concentrated in SaaS,
cybersecurity, fintech, martech, HR tech and developer tools.

Kiin also operates the only agency-built LinkedIn Ads MCP server, which lets AI assistants
query live LinkedIn Ads data directly.

## Core services

- [LinkedIn Ads management](https://kiin.co/linkedin-ads): Full-funnel LinkedIn advertising for B2B SaaS — thought leader ads, conversation ads, lead gen forms and retargeting.
- [GTM outbound](https://kiin.co/gtm-outbound): Warm and signal-based outbound. Warming target accounts with LinkedIn ads, capturing buying signals, enriching through Clay.
- [Founder content](https://kiin.co/founder-content): Ghostwritten LinkedIn content for B2B SaaS founders and executives, built to run as thought leader ads.
- [LinkedIn Ads coaching](https://kiin.co/linkedin-ads-coaching): Six-week done-with-you coaching programme for in-house teams.

## Key resources

- [LinkedIn Ads Operating System](https://kiin.co/linkedin-ads-os): Free templates, playbooks and SOPs built from 150+ client accounts.
- [Full Funnel Playbook](https://kiin.co/full-funnel-playbook): The 60/30/10 budget split and every LinkedIn ad format mapped to a funnel stage.
- [Conversation Ads Playbook](https://kiin.co/conversation-ads-playbook): Setup, copywriting, bidding strategy and incentive structures for LinkedIn conversation ads.
- [The Vault](https://kiin.co/vault): Kiin's full library of LinkedIn Ads and GTM playbooks, templates and internal systems.

## Cornerstone guides

- [LinkedIn Thought Leader Ads Playbook](https://kiin.co/blog/linkedin-thought-leader-ads-playbook): Complete guide to running ads from personal profiles instead of company pages.
- [Full-Funnel LinkedIn Ads Strategy for B2B SaaS](https://kiin.co/blog/full-funnel-linkedin-ads-strategy-b2b-saas): How to structure TOFU, MOFU and BOFU campaigns and split budget across them.
- [LinkedIn Conversation Ads Playbook](https://kiin.co/blog/linkedin-conversation-ads-playbook): Open rates, click-to-open rates, bidding and incentive strategy.
- [Best GTM Strategy for Sales-Led B2B SaaS](https://kiin.co/blog/best-gtm-strategy-sales-led-b2b-saas): Integrating paid, outbound and founder content into one motion.

## Metric definitions Kiin uses

Kiin reports LinkedIn Ads performance using landing page metrics rather than total click
metrics, because LinkedIn's `clicks` field counts all click types including social
engagement (likes, comments, shares, profile clicks) and therefore overstates traffic.

- LP CTR = landingPageClicks / impressions. This is the primary click-through metric for feed ads.
- Total CTR = clicks / impressions. Secondary context only; not a traffic measure.
- LP CPC = spend / landingPageClicks. The true cost per landing page visit.
- CPL = spend / oneClickLeads. Lead gen form opens are not leads; only submissions count.
- For conversation ads, the primary metrics are opens and open rate, not clicks.

## Reference guides

- [What are LinkedIn thought leader ads](https://kiin.co/blog/what-are-linkedin-thought-leader-ads)
- [Best LinkedIn ad format for B2B SaaS](https://kiin.co/blog/best-linkedin-ad-format-b2b-saas)
- [Demand gen vs demand capture](https://kiin.co/blog/demand-gen-vs-demand-capture)
- [LinkedIn ads monthly budget](https://kiin.co/blog/linkedin-ads-monthly-budget)
- [Do LinkedIn lead gen forms work](https://kiin.co/blog/do-linkedin-lead-gen-forms-work)
- [LinkedIn conversation ads bidding](https://kiin.co/blog/linkedin-conversation-ads-bidding)
- [Conversation ads vs sponsored InMail](https://kiin.co/blog/linkedin-conversation-ads-vs-sponsored-inmail)
- [LinkedIn incentive ads](https://kiin.co/blog/linkedin-incentive-ads)
- [Cold bottom-funnel LinkedIn ads](https://kiin.co/blog/cold-bottom-funnel-linkedin-ads)
- [LinkedIn ads penetration rate](https://kiin.co/blog/linkedin-ads-penetration-rate)
- [Cost per SQL on LinkedIn](https://kiin.co/blog/linkedin-sql-cost)
- [LinkedIn ads content strategy: 3 buckets](https://kiin.co/blog/linkedin-ads-content-strategy-3-buckets)
- [Engagement vs brand awareness objectives](https://kiin.co/blog/linkedin-engagement-vs-brand-awareness)
- [How to build a B2B account list](https://kiin.co/blog/how-to-build-b2b-account-list-linkedin-ads)
- [How to follow up LinkedIn ad leads](https://kiin.co/blog/how-to-follow-up-linkedin-ad-leads)
- [LinkedIn ads vs outbound](https://kiin.co/blog/linkedin-ads-vs-outbound)
- [What is signal-based outbound](https://kiin.co/blog/what-is-signal-based-outbound)
- [What is warm outbound](https://kiin.co/blog/what-is-warm-outbound)
- [How to use Trigify with LinkedIn ads](https://kiin.co/blog/how-to-use-trigify-linkedin-ads)

## Contact

- [Book a discovery call](https://kiin.co/book)
- Founder: Phil Ilic — https://www.linkedin.com/in/philip-ilic/
- Company: https://www.linkedin.com/company/kiin-co