LinkedIn ABM marketing is the best way to target the enterprise accounts on your "most-wanted" list.

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Account-Based Marketing (ABM) has become a go-to strategy for B2B companies looking to drive revenue by focusing on high-value accounts. Instead of casting a wide net, ABM narrows the focus to the accounts that matter most—aligning marketing and sales for maximum impact.

What is Account-Based Marketing (ABM)?

ABM is a highly targeted B2B marketing strategy that treats individual accounts as markets of one. It involves personalized campaigns tailored to specific companies, leveraging data and insights to engage decision-makers and accelerate deal velocity.

Unlike traditional marketing strategies that prioritize volume, ABM focuses on quality. The goal is to build meaningful relationships with high-value accounts, ensuring marketing and sales efforts are strategically aligned to drive revenue growth.

ABM vs. Conversation Ads

Account-Based Marketing (ABM) and LinkedIn Conversation Ads both focus on targeted outreach, but they take different approaches. ABM is a long-game strategy — highly personalized, multi-channel, and built around nurturing key accounts with tailored content and engagement. It’s about precision and relationship-building at scale.

Conversation Ads, on the other hand, are a more immediate, interactive way to engage prospects in real time. They create a chat-like experience in LinkedIn’s messaging inbox, guiding users through a decision tree of responses. While ABM is about sustained influence across a buying committee, Conversation Ads offer a quick way to qualify leads and drive action.

Ideally, the two should work together. Conversation Ads can be a high-impact touchpoint within a larger ABM strategy, helping warm up decision-makers and drive engagement at key moments.

ABM specs

In contrast to other LinkedIn ad types, ABM (Account-Based Marketing) doesn't have the same specific technical requirements. However, audience targeting is crucial for ABM's success.

Tailoring your approach to high-value accounts and leveraging detailed segmentation is key. With Abe's TAM production process, we emphasize precise targeting — refining your ideal customer profile (ICP) and prioritizing key accounts based on factors like industry, company size, and specific pain points. This ensures you're investing resources in the most impactful segments, maximizing ROI and driving stronger engagement from your most promising prospects.

ABM + B2B = made for each other

B2B sales cycles are long and involve multiple decision-makers, making effective engagement crucial. ABM helps align marketing and sales teams to target the right people at the right time, which can shorten sales cycles and increase deal sizes. It is especially effective in industries like Enterprise SaaS, Financial Services, Cybersecurity, and Healthcare Tech, where personalized outreach drives results.

ABM works for B2B by fostering better sales and marketing alignment, with both teams focusing on the same high-value accounts. This leads to higher close rates and increased deal sizes as personalized engagement boosts conversion and targets high-value prospects.

Dos and Don'ts of ABM

Do align marketing and sales teams

ABM works best when everyone is on the same page. Get your marketing and sales teams to sync up, share data, and collaborate on strategy. It’s a partnership, not a competition.

Do personalize your outreach

Stop sending generic messages. Use data to speak directly to the challenges and needs of your target accounts. The more personalized, the better the results.

Do use data to inform your strategy

ABM isn’t a gut-feeling game. Use firmographic data, intent signals, and account activity to guide your strategy and targeting. The more insights you have, the sharper your aim.

Don't treat ABM like traditional demand gen

ABM is not just about generating leads. It’s about building deep relationships with your target accounts. Don’t think of it as “filling the funnel”—it’s about quality, not quantity.

Don't forget about existing accounts

Don’t just chase new logos. Account expansion is key. Upsell and cross-sell within your existing customer base to drive growth and deepen relationships.

Don't underestimate the power of multi-touch engagement

One email won’t cut it. Engage with your accounts across multiple channels and touchpoints — social, email, content, direct mail. The more consistent your outreach, the better your chances.

Abe's tactics for...ABM

1. Focus on defining and targeting your ideal customer profile (ICP) to the point where you're absolutely certain you know what they care about
2. Personalize all of your outreach to make it feel less "cookie cutter" 
3. Align marketing and sales teams to ensure shared commitment to the strategy from every angle
4. Use data to identify when target accounts are actively researching solutions and engage them at the right time
5. Engage with target accounts across multiple channels, not just LinkedIn!
6. Foster a culture of "first party data" into your business to reduce your reliance on third-party sources
7. Create value-driven content that speaks to your ICP's JTBD (you can use this both as a download incentive and as sales enablement) 
8. Segment your accounts based on how good of a fit they are for your brand, not based on how badly you want them as a customer
9. Involve all internal stakeholders in the KPI setting process so that you can all agree on what success looks like
10. Treat ABM as a relationship-building strategy, not just a lead generation approach
11. Optimize and iteration on a more frequent basis than you would with other ad types
12. Double, triple, and quadruple check copy — you never want to make the mistake of mentioning the wrong company name!
13. Nurture multiple stakeholders within an account, not just a single decision-maker
14. On that subject, be very sure about who your decision-maker is (it's not always who you think)
15. Be patient with ABM — it’s a long-term strategy that requires consistent effort and engagement to see significant results.

How to measure ABM peformance

Awareness KPIs

Awareness KPIs evaluate how well your ABM campaigns grab attention and establish brand recognition within your target accounts. A solid awareness strategy ensures that when prospects are ready to buy, they already know your brand and trust it. This leads to reduced acquisition costs and improved conversion rates as prospects move through the sales funnel.

Engagement KPIs

Engagement KPIs track how effectively your content keeps prospects interested and prompts them to interact with your brand. High engagement signals strong account interest and can lead to deeper connections, while poor engagement may suggest a need for refined targeting, messaging, or user experience.

• Scroll Depth
• Time on Page
• Bounce Rate
• Completion Rate

Lead Generation KPIs

Lead generation KPIs measure how well your ads are capturing high-intent prospects. A low Cost-Per-Lead (CPL) indicates cost-effective customer acquisition, while an increase in qualified leads and form submissions shows that your targeting and messaging are on point. Optimizing these KPIs ensures your ad spend is driving meaningful engagement with prospects who are more likely to convert into customers.

• Cost-Per-Lead (CPL)
• Qualified Leads
• Form Submissions

Conversion KPIs

Conversion KPIs assess how well your ads turn engaged prospects into customers. A high conversion rate reflects strong ad performance and audience alignment, while a low Cost-Per-Acquisition (CPA) indicates efficient spending. Assisted conversions reveal the importance of multiple touchpoints throughout the buyer's journey, showing how your ads contribute beyond just last-click attribution.

• Conversion Rate
• Cost-Per-Acquisition (CPA)
• Assisted Conversions

How much does Account-Based Marketing (ABM) cost?

The cost of Account-Based Marketing (ABM) can vary widely depending on factors like your target market, campaign scale, and the tools you use. For smaller businesses or highly targeted campaigns, ABM can cost between $5,000 and $25,000 per year. This typically includes advertising spend, content creation, and basic marketing automation tools. For mid-market companies, costs can range from $50,000 to $100,000 per year, with more advanced targeting, personalized content, and a more robust tech stack.

It's important to think of ABM in terms of Return-On-Investment (ROI). It's only worthwhile to spend a large amount of money on ABM if you can expect to get more in return.

ABM demystified

Ready to take your B2B marketing to the next level? Account-Based Marketing (ABM) is the game-changer you’ve been waiting for. At Abe, we specialize in turning targeted accounts into loyal customers with personalized, high-impact strategies. If you're looking to scale faster, build stronger relationships, and drive real revenue, let’s talk. Contact us today and discover how ABM can transform your business.

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Conversation Ads land you right in front of your ideal buyer.

If you've ever cast a YouTube video to your TV or binged a series on a streaming platform, you've been face-to-face with a Connected TV (CTV) ad. But what you might not be aware of is that you can run CTV ads with LinkedIn as your vessel. As one of their more unique off-platform offerings, CTV can sometimes get less glory than some of LinkedIn's other offerings. But as the kids would say, don't sleep on CTV. At Abe, CTV is an important part of building brand awareness and a service we often recommend to our clients.

What is LinkedIn CTV?

LinkedIn CTV ads are six to 60 second videos that present themselves during long-form video streaming content, including:

• Disney +
• ESPN
• Roku
• Hulu
• ESPN
• Amazon Prime
• Apple TV
• Fox Sports
• Peacock

It’s possible for your B2B prospects to connect with CTV ads across multiple devices (including TV, tablet, and mobile). This gripping form of native video-based ad allows B2B SaaS businesses (like yours!) to present your ad at the beginning, middle or end of a piece of long-form video content for maximum brand-boosting impact.

One of the things that sets LinkedIn CTV ads apart the most is the fact you can use native LinkedIn targeting to provide a seamless professional viewing experience. Unlike some forms of video ad content that can appear jarring, well-executed CTV ads are contextual, presenting themselves to target prospects in a way that’s relevant and value-driven.

CTV vs. Video Ads

LinkedIn CTV ads (Connected TV ads) and LinkedIn Video ads share similarities but serve different purposes and appear in distinct environments. CTV ads play within long-form video content on conntected TVs (either a smart TV or a regular TV using a streaming stick or other attachment). Both use LinkedIn's targeting system to choose which audience they'll appear to, though they will be meeting their audience at a slightly different timeframe.

Though both of these audiovisual ad types are used for brand awareness, Video Ads offers the opportunity to include a lead generation form. With CTV ads, of course, this isn't a possibility.

CTV specs

• General specs: 1920 x 1080 pixels, 1280 x 720 pixels (recommended spec: 1920 x 1080) 
• Maximum file size: 500 MB
• Aspect ratio: 16:(
• Format: mp4
• Video length: six to 60 seconds
• Recommended video lengths: six, 15, 30, 45, or 60 seconds
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FYI: Your audio should also sync seamlessly with your video content and suit the tone you’re looking to convey.

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Examples of high-performing CTV

Grammarly

"I'm in the same boat"

We love how Grammarly leans into self-awareness with this ad. Anyone in tech knows acronyms are everywhere—so when they joke about being “in the same boat,” it’s a knowing wink to the audience. It also touches on a problem that is remarkably relatable for its target audience, which makes the chances high that your ideal viewer is likely to stop what they're doing and watch.

Monday.com

"The first work platform you'll love to use"

This one features...singing llamas? If it was just going for "bizarre and random", the ad would probably still be memorable, but the fact that this touches on an actual pain point (tech stack oversaturation) allows this ad to fully hit the mark.

Squarespace

"A website makes it real"

Now, all this being said, depending on your brand awareness level, you might be comfortable focusing on your pain points in a more subtle way. Squarespace, a well-known website builder, takes advantage of its notoriety to go with a playful theme that's a bit more "memorable, amusing imagery" than it is chronological storytelling. But that sometimes can be very effective at pulling brand awareness.

CTV dos

Do leverage LinkedIn’s native targeting

One of the biggest advantages of LinkedIn CTV ads is their ability to use LinkedIn’s precise audience targeting. Tap into this to reach decision-makers with the right message at the right time.

Do keep video ads between 6-60 seconds

Shorter ads (6, 15, or 30 seconds) work best for grabbing attention. Make every second count—hook viewers early and deliver your key message fast.

Do ensure high-quality video production

Your ad is competing with premium content on platforms like Hulu and Amazon Prime. Crisp visuals, smooth motion graphics, and professional editing are non-negotiable. Some companies will choose to reuse smaller portions of larger promotional videos as a cost-saving measure.

CTV don'ts

Don't forget to optimize for multiple devices

‍CTV ads appear on TVs, tablets, and mobile devices. Ensure your video scales well and remains effective across different screen sizes.

Don't treat CTV like a traditional TV ad

‍CTV ads are digital, interactive, and highly targetable—unlike traditional TV commercials. Make use of LinkedIn’s audience segmentation to tailor your message instead of broadcasting a generic ad.

Don't skip A/B testing

‍Test different creatives, CTAs, and audience segments to see what drives the best engagement and conversions. Small tweaks can make a big impact.

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15 Abe tactics for....CTV

1. Constantly iterate on your targeting to make sure you're reaching decision-makers effectively
2. Keep video ads under 60 seconds
3. Invest in production quality — it doesn't have to be ready for the Super Bowl, but it should convey a level of professionalism
4. Ensure your ad's tone matches your brand's overall voice to get the best out of brand awareness
5. Remember the story "hamburger bun" when writing your script — you need a beginning, middle, and end! 
6. Add closed captioning to your video for accessibility purposes (and you can assume a part of your audience will be watching the video without sound) 
7. Don't hesitate to use an unusual element within your video content to capture surprise (see examples above) 
8. Keep your most interesting elements towards the beginning of the video so that the audience will be more likely to see them if they skip
9. Ensure that your video is optimized for mobile viewers (you can expect a good amount of your audience to be on mobile!)
10. Get colorful! CTV is a highly visual medium, so don't be afraid to use some exciting, colorful visual elements to make your ad eye-catching
11. Consider music as a messaging tool and pick a song that best represents your business (but remember to obtain the proper rights!)
12. Unlike other LinkedIn ad types, which are featured on a professional platform, CTV hits customers when they're in a more casual setting. So feel free to get playful with your messaging!
13. If you're not sure where to begin, you can always start by looking into current ad trends (or ad trends of years passed, if you want to tap into nostalgia)
14. Since you can't easily offer viewers a next step like you would in, say, a Document Ad, keep information to a minimum so as to not overwhelm your audience
15. Don't rush your script — you only have a small amount of airtime, so you'll want to make sure every word counts

How to measure CTV performance

Engagement metrics

Engagement metrics measure how effectively your CTV ad captures viewers' attention and keeps them interested. Low engagement could indicate issues with your ad’s pacing, messaging, or relevance.

• View-through rate (VTR)
• Drop-off rate (when viewers skip or stop watching)
• Audience retention rate

Lead gen metrics

Lead generation KPIs assess how well your LinkedIn CTV ads convert engaged viewers into quality leads. These metrics help you understand the finer details of your ad’s performance, like cost efficiency and user experience. One of the benefits of using LinkedIn to run CTV is that you can see these metrics in-platform!

• Click-through rate (CTR)
• Cost-per-lead (CPL)
• Lead quality score
• Conversion rate from CTV ad interactions

Conversion metrics

Conversion metrics evaluate how effectively leads generated from LinkedIn CTV ads turn into customers. Strong performance here means your ads aren’t just attracting leads but driving real business outcomes.

• Lead-to-conversion rate
• Cost-per-acquisition (CPA) 
• Assisted conversions

How much does CTV cost?

The most common way to measure CTV ads is through "Cost Per Mile" (CPM). This — as is the case for every LinkedIn ad it is applied to — refers to the cost per 1,000 impressions. The CPM range for CTV ads is anywhere from $20 to $50.

Your brand was made for television

...and Abe can get you there! Grab a quick chat with one of our friendly AEs and learn all about how Abe's unique Customer Generation Methodology can rewrite the way you think about LinkedIn ads and bring in unprecedented revenue for your business.

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Video is the best way to build a strong brand identity.

In a feed full of text posts and static images, video ads stop the scroll. Whether you’re looking to build brand awareness, generate leads, or boost engagement, LinkedIn Video Ads offer a powerful way to connect with your audience.

What are LinkedIn Video Ads?

Launched in 2018, LinkedIn Video Ads help businesses drive brand awareness, generate leads, and boost engagement. They offer a visual way to showcase products, share industry insights, and tell compelling company stories. Like all LinkedIn ad formats, they come with powerful targeting options, including job title, industry, and company size.

LinkedIn video ads averaging 15 to 30 seconds. Even still, video advertising can be expensive, so many businesses reuse existing content, such as brand videos, webinars, or product demos, to reduce costs. Companies can cut down on production time and expenses by repurposing footage that has already been created, while still delivering a clear message to their audience.

Linkedin Video Ads vs. CTV 

When comparing LinkedIn Video Ads to Connected TV (CTV) Ads, each platform offers distinct advantages depending on your goals. LinkedIn Video Ads are ideal for reaching a specific, professional audience, allowing for precise targeting based on job titles, industries, and company sizes. This makes them particularly effective for B2B marketing, where relevance and targeting are key.

CTV Ads, on the other hand, are better for broadening brand visibility. With CTV, you're reaching viewers in a more relaxed, entertainment-driven environment, but targeting isn't as refined as on LinkedIn. While LinkedIn Video Ads are great for driving professional engagement, CTV shines when it comes to building brand awareness through immersive, full-screen content. Ultimately, it depends on whether you're aiming to engage a niche audience or cast a wider net with your messaging.

LinkedIn Video Ad specs

• Resolution: 1080p or higher (minimum 720p)
• Aspect ratio: 1:1 (square) or 16:9 (landscape)
• Max file size: 5GB
• Length: standard is 1-3 minutes, maximum is 10 minutes and minimum is 30 seconds
• File types: mp4, .mov

LinkedIn Video Ads + B2B

LinkedIn video ads offer a powerful way for B2B businesses to boost engagement and visibility. With videos autoplaying in the feed and captions ensuring your message gets through even without sound, they’re a great tool for grabbing attention. Video also allows for effective storytelling—showcasing your expertise, products, customer testimonials, and simplifying complex topics, which is particularly helpful for audio-visual learners (about 65% of the population). Plus, with LinkedIn’s advanced targeting options, you can reach the right decision-makers by job title, industry, and company size, ensuring maximum relevance. The result? Higher conversion rates, as video ads typically drive more engagement, better brand recall, and increased conversions compared to static formats.

Elements of high-performing LinkedIn Video Ads

Gong's "A Better Way to Revenue"

Gong's "A Better Way to Revenue" video series masterfully showcases customer success stories through brief, high-impact testimonials.

Each video features a revenue leader discussing specific, measurable improvements—from RevOps teams streamlining feedback processes to marketing teams doubling conversion rates.

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The series stands out for three key elements:

• Consistent narrative framework: Each story follows a clear structure, highlighting tangible business impact
• Executive-level messaging: Features director-level and above speakers discussing strategic outcomes
• Their approach generated engagements, demonstrating how B2B video content can drive meaningful professional discussion.
• Multi-platform optimization: Videos are formatted for LinkedIn's feed with key metrics as text overlays and clear CTAs

Dock: podcast repurposed into short engagement videos

Dock exemplifies how to maximize podcast content through strategic LinkedIn video repurposing.

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Their "Grow & Tell" podcast content transforms into multiple engaging formats:

• Hook-based video clips: Each clip opens with a provocative question or statement
• Data-driven insights: Incorporate specific statistics and research findings within the first few seconds
• Visual enhancement: Overlay key quotes and memorable phrases as text animations
• Multi-format distribution: Convert key segments into both video snippets and text-based carousel posts

Dos and Don'ts

Dos

• Do pair video ads with down-funnel formats like Conversation Ads to maximize results.
• Do place lead gen forms at natural engagement points (e.g., 60-90 seconds in longer videos).
• Do keep forms short (aim for 3-4 fields) to improve conversion rates.
• Do pair videos with branded downloadable resources to provide extra value.
• Do retarget viewers who watch at least 75% of your video for more targeted follow-up.
• Do leverage engagement data for smarter lead scoring, ensuring you prioritize high-quality leads.
• Do route engaged viewers to tailored nurture tracks based on the specific content of the video.
• Do adjust lead scores dynamically using engagement data to reflect the most relevant prospects.
• Do trigger sales outreach at peak interest moments to capitalize on when leads are most engaged.

Don'ts

• Don't place lead gen forms too early in the video—wait until viewers are sufficiently engaged (60-90 seconds in longer videos).
• Don't overcomplicate forms—keep them short and simple for better completion rates.
• Don't ignore the importance of engagement—retarget only those who are highly engaged with your video content (at least 75% view time).
• Don't rely solely on video—pair it with valuable resources to increase perceived value and drive conversions.
• Don't neglect to adjust lead scoring dynamically—keep track of engagement patterns and adjust accordingly to prioritize qualified leads.
• Don't miss the opportunity to engage at the right time—trigger sales outreach at peak moments of interest based on the video content engagement.

Abe's LinkedIn video tactics

1. Maximize your video content’s ROI by reusing it across different campaigns.
2. Even when repurposing, ensure your video has polished production quality—clear audio, proper lighting, and stable footage.
3. Create content that feels both professional and relatable to your B2B audience.
4. Hook viewers within the first three seconds with a compelling insight or surprising data point.
5. Use current events or trending topics to create timely, engaging content.
6. Always close your video with a business-focused call to action, like "Download our implementation guide" or "Schedule a demo."
7. Ensure your video is easily digestible without sound by using clear captions and on-screen text.
8. For those who can listen, make sure your audio adds value and doesn’t detract from the message.
9. Stick to 1-3 minutes for business content, ensuring your message is concise and effective.
10. Invest in a professional voiceover artist to ensure a high-quality listening experience.
11. Make sure your video is mobile-friendly since many users will be viewing on their phones.
12. Choose an eye-catching thumbnail that encourages viewers to click and watch.
13. Ensure your logo, colors, and brand elements are visible throughout the video.
14. Monitor how your videos perform to identify what resonates best with your audience.
15. A/B test different video formats, messages, and CTAs to see what generates the highest engagement and conversions.

How to measure LinkedIn video ad performance

Awareness KPIs

Awareness KPIs measure how effectively your LinkedIn Video Ads capture attention and build brand recognition within your target audience. Strong awareness ensures that when prospects enter their buying cycle, they already recognize and trust your brand, leading to lower acquisition costs and higher conversion rates over time.

• Content impressions
• Click-Through-Rate (CTR)
• Audience engagement
• Brand lift

Engagement KPIs

Engagement KPIs assess how well your video content holds the audience's attention and encourages interaction. High engagement indicates strong interest from your audience, while low engagement may suggest a need for improved targeting, messaging, or user experience.

• Scroll depth
• Time on page
• Bounce rate
• Completion rate

Lead Gen KPIs

Lead generation KPIs measure how efficiently your LinkedIn Video Ads capture high-intent prospects. A lower Cost-Per-Lead (CPL) indicates cost-effective acquisition, while an increase in qualified leads and form submissions shows stronger targeting and messaging. Optimizing for these KPIs ensures that your ad spend is driving meaningful engagement from prospects likely to convert.

• Cost-Per-Lead (CPL)
• Qualified leads
• Form submissions

How much do LinkedIn video ads cost? 

You know what we're going to say here. It varies! But in general we find our customers spending between $0.04 and $0.18, Cost Per View (CPV).

LinkedIn Video Ad performance benchmarks

These come from our comprehensive first-party library of data benchmarks. Your experience may vary!

Cost Per View (CPV)

• Low: $0.04
• Median: $0.10
• High: $0.18

Cost Per Click (CPC)

• Low: $9
• Median: $15
• High: $23

Cost Per Mile (CPM)

• Low: $23
• Median: $41
• High: $66

How about a video chat about Video Ads?

LinkedIn video is just one of the services that we offer here at Abe. A meeting with one of our LinkedIn ad experts is an opportunity to discover how our methodology can make great changes on your revenue growth and ROI.

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If you want to master LinkedIn advertising, you must master LinkedIn lead gen forms.

Your marketing strategy is only as good as your data quality. And the best data is first-party, i.e., the data that you collect. One of the easiest and most popular ways to collect first-party data is through lead generation ("lead gen") forms on your website or social channels. LinkedIn offers Lead Gen Ads directly in the platform, so you can collect the prospect information you need without putting said prospects through the proverbial wringer.

What are LinkedIn Lead Gen Forms? 

Unlike other ad types like Document Ads or Sponsored Content, LinkedIn Lead Gen Forms aren’t standalone ads. Instead they’re part of the LinkedIn ecosystem that you use in conjunction with other ads. Instead of creating a separate landing page or directing users off your site, you embed the form directly into the ad experience. When someone clicks, the form pops up right on LinkedIn, making it easy for them to submit their details without leaving the platform. So, while the idea of a Lead Gen "Ad" is a bit of a misnomer, it's common in the LinkedIn Ad vernacular.

Lead Gen Forms vs. Conversation Ads

Lead Generation Forms are simple and straightforward. When someone clicks on your ad, a pre-filled form pops up, making it easy for them to submit their information without leaving the platform

Conversation Ads, on the other hand, engage prospects in a more interactive way. These ads show up in the LinkedIn inbox and initiate a back-and-forth conversation, designed to guide users toward a specific action, like downloading a resource or booking a meeting. Conversation Ads can be more personalized, but they require more thoughtful setup to avoid coming across as intrusive (psst, we have a guide to Conversation Ads best practices).

Lead Gen Forms appear at the end of Conversation Ads, Sponsored Content (single image and carousel), Document Ads, and Video Ads. They can also be a part of your Account-Based Marketing (ABM) strategy.

Lead Gen Forms fields

Required fields

• Full name (LinkedIn auto-fills)
• Email (LinkedIn auto-fills) 
  

Non-required common fields

• Job title
• Company name
• Alternate email
• Telephone number
• Geography
• Industry
• Company size

In addition to these form fields, you also have the option to add up to three custom questions, either multiple choice or open-ended. Just keep in mind that the more form fields you have, the more you're asking of your prospect, and the less likely they might be to fill it out.

Lead Gen Forms + B2B

Lead Generation Ads are arguably more convenient for a B2B marketer than a B2C marketer. Compared with B2C, B2B has much longer sales cycles, more customer touchpoints, and higher Average Order Value (AOV). These attritbutes are conducive to LinkedIn's remarketing capabilities.
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B2B brands also benefit from combining their Lead Gen form efforts with Account-Based Marketing (ABM). Account-based marketing (ABM) can significantly impact form design and performance. In ABM, the target is specific accounts rather than a broad audience. This means forms can collect more specific information relevant to those accounts, such as company size, industry, or specific pain points. This leads to more accurately qualifying leads and personalized follow-up, improving the overall effectiveness of an ABM strategy.

Elements of high-performing Lead Gen Forms

Simple and Clear

• Include minimal fields — successful forms ask for only the most essential information
• The forms use simple, easy-to-understand language that resonates with the targeted audiences

Mobile-Friendly Design

• Make sure that your form adapts to different screen sizes and resolutions, keeping in mind that most visitors will be visiting from a public device
• Make it easy for users for tap and scroll, and use prominent CTAs that are easy to tap

Tailored messaging to target audiences

• Know your Ideal Customer Profile (ICP) and identify the target audience's pain points, desires, and motivations. If this information doesn’t exist, go back to the starting point and work through the customer profile, then work your way back to focusing on lead generation forms
• Use language that resonates with your audience. Avoid jargon and technical terms if your audience is unfamiliar with specific terms
• Use dynamic content to personalize the message based on the user's behavior or demographics. This can be done by strategically placing lead generation forms on specific website pages and aligning the copy with the information on the page

Use a clear and persuasive CTA 

• Along with using the correct language and resonating terms, a compelling CTA that clearly explains the next step on the user’s journey can seal the deal. To do this, use strong action verbs that encourage immediate action. This includes words and phrases like “Download,” "Sign Up," or "Start Your Free Trial.”
• Clearly state what the user will gain by completing the form. This also includes communicating how long it may take to complete the form and what will happen once it is completed (e.g., “This form will only take 30 seconds to complete, and you will immediately receive an email with the report.”).
  

Real-life lead gen form examples

HubSpot: The Power of Simplicity

HubSpot's lead generation forms are a great example of simplicity and effectiveness. They often use short, straightforward forms with clear CTAs. A key strategy is progressive profiling, where information is gradually collected as the lead progresses through the funnel. This minimizes initial friction and maximizes lead capture.

Adobe: The Art of Personalization

Adobe leverages its powerful personalization tools to create highly targeted lead gen forms. They can tailor form fields and messaging to individual users by analyzing user behavior and preferences. This personalized approach increases engagement and conversion rates but requires a layer of technology to make it possible.

Drift: The Conversational Approach

Drift, a conversational marketing platform, uses chatbots to capture leads in real time. Its forms are often short and sweet, focusing on collecting critical information. This approach aligns with their conversational marketing philosophy and provides a more engaging user experience.

Lead Gen Form 'Do's'

Do keep your form fields to a minimum

The shorter the form, the higher the conversion rate. Every extra field is an extra reason for someone to bounce—so ask only for what you truly need. Name, email, maybe one qualifying question. That’s it.

Do use clear and concise language

Nobody wants to decipher corporate jargon or guess what you mean. Be direct, be simple, and be human. Instead of "Submit your request for a complimentary consultation," just say, "Book a free call."

Do include a logical flow

Forms should feel effortless, not like an obstacle course. Start with the easiest questions (name, email) and move toward the ones that require a little more thought. Keep things in a natural order—because nobody wants to input their company size before their first name.

Lead Gen Form 'Don't's'

Don't overcomplicate forms with unnecessary fields

Every extra field is another chance for someone to abandon the form. If you don’t absolutely need it, ditch it. Nobody wants to fill out their job title, company size, and mother’s maiden name just to download an ebook.

Don't offer what you want your audience to need—offer what they actually need

Your audience doesn’t care about your agenda; they care about solving their own problems. Give them something genuinely useful, not just a thinly veiled sales pitch. If your content isn’t something they’d bookmark or forward to a colleague, rethink it.

Don't ignore data privacy and compliance considerations

Nothing tanks trust faster than shady data practices. Be upfront about why you’re collecting information, follow the rules (GDPR, CCPA, etc.), and—most importantly—respect people’s inboxes. Nobody likes an unexpected barrage of sales emails.

15 tactics for amazing Lead Gen Form performance

1. Create content that targets both champions and decision-makers, not just one or the other
2. Use Lead Gen forms in tandem with a strong brand awareness strategy
3. If your brand is new, consider guest posting to help spread awareness
4. Optimize for mobile — most of your leads will be interacting from their phone!
5. Don't be afraid to use the power of FOMO in your messaging
6. Offer "content upgrades" as a reason for prospects to leave their email (i.e., access to a full eBook, or a template)
7. Get creative with your CTA. It doesn't have to be a boring "Learn more" or "Download", you can customize it with something like "Let us make your life easier"
8. Take advantage of LinkedIn's innate content customization ability. If you know the target's job title, call that out in your form!
9. Use LinkedIn's pre-fill form fields to your advantage
10. Don't only use Convo Ads or Sponsored Ads — consider a Lead Gen form on a webinar, video, or even a poll
11. Implement a progress bar within your form (not supported by LinkedIn but it's possible with tools like Zapier)
12. Make it practice to follow up on prospects who fill out a form very quickly (within 24 hours if possible)
13. For more in-depth tracking of lead performance, use UTMs
14. A/B test and iterate on how many fields you use, what kind of questions you ask, and how you ask each question
15. Consult with your internal sales and product teams to know firsthand what customers are actually in need of (no guessing!) 

How to measure Lead Gen Form success

Engagement Metrics

Engagement metrics measure how effectively your form holds attention and guides users toward completion. Low engagement may signal friction in the process—too many fields, unclear instructions, or a lack of perceived value.

• Form start rate
• Time on form
• Field drop-off rate
• Form abandonment rate

Lead gen metrics

Lead generation KPIs assess how well your form converts engaged visitors into actual leads. Lead gen forms are inherently about, well, lead gen, but you'll want to use these metrics to measure nuance. A lower CPL suggests cost efficiency, while higher submission rates indicate a smoother user experience.

• Form completion rate
• Cost-per-lead
• Lead quality score
• Form abandonment rate

Conversion metrics

Conversion metrics evaluate how effectively your form-generated leads turn into customers. Strong performance here means your form is not just capturing leads, but qualified leads.

• Lead-to-conversion rate
• Cost-per-acquisition
• Assisted conversions

How to connect your Lead Gen Form to your CRM

Once a well-thought-out lead generation form is created, it must be integrated with a CRM.

How to choose a CRM 

If you don’t have a CRM, do some research and choose one that meets your needs and integrates seamlessly with existing marketing automation tools. A CRM is an essential foundational tool enabling lead nurture flows and triggered emails based on user behavior. The more effectively a CRM system is deployed and integrated, the more successful the overall marketing initiatives will be.

Map form fields to CRM fields

Ensure the collected data from the form is accurately transferred to the CRM. This is important to ensure the data is clean, usable and can be activated within the flows.

Set up automated workflows

Use your CRM to automatically assign leads to sales reps, send follow-up emails, and trigger other marketing actions. This is the most organized and effective way to manage sales enablement and create a seamless and transparent flow between marketing and sales.

Track key metrics

Monitor form conversion rates, lead quality, and other important metrics to measure the effectiveness of lead generation efforts. This includes form completions and the lifetime value of the leads that convert.

How much do LinkedIn Lead Gen Forms cost? 

Lead gen forms, unlike other LinkedIn ad types, are dependent on another ad type. Costs will vary significantly, going as low as $213 PL (Per Lead) to as high as $3,500 PL.

Lead Gen Form performance benchmarks

Note: these numbers are pulled from Abe's internal benchmark library. Your Mileage May Vary (YMMV).

Cost Per Click (CPC)

• High: $23
• Median: $13
• Low: $7

Click Through Rate (CTR)

• High: 0.67%
• Median: 0.56%
• Low: 0.44%

Open rate

• High: 54%
• Median: 47%
• Low: 41%

Cost Per Mile (CPM)

• High: $169
• Median: $99
• Low: $66

Cost Per Lead (CPL) 

• High: $3,500
• Median: $607
• Low: 213

Lead to MQL conversion rate

• High: 91%
• Median: 64%
• Low: 23%

MQL to SQL conversion rate

• High: 69%
• Median: 46%
• Low: 31%

Speaking of Lead Gen Forms...

...fancy filling ours out? Our Abe Account Executive will walk you through how our LinkedIn strategy drives success for B2B brands worldwide—and how it can do the same for you.

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Don't underesimate the power of the Sponsored Ad — especially with strong copy and creative design.

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B2B businesses on LinkedIn use Sponsored Ads (also called sponsored content) to showcase their niche expertise and position their brand as the go-to solution for unique problems within their industry.

But to earn a consistent return on investment (ROI) from sponsored content (and avoid evaporating your marketing budget), the right approach is essential. Here we’ll explore key aspects of Sponsored Content, particularly as they pertain to the B2B vertical.

Let’s go.

What is sponsored content?

Here are some of the types of sponsored content you can promote to connect with potential B2B customers or clients:

• Articles or white papers on trending topics
• Guides that focus on a specific pain point
• Case studies (especially if they feature a household name)
• Webinar snippets
• Thought leadership pieces (especially if they're a bit offbeat)
• Videos that tell a story about your B2B brand

The aim here is to engage decision-makers, generate leads, and nurture potential customers by offering something valuable, informative, or educational that aligns with their interests or commercial needs.

LinkedIn sponsored ads vs. text ads

Sponsored Ads and Text Ads serve different purposes. Sponsored Ads are visually rich, appearing in users' feeds with images, videos, or carousels, blending into organic content while driving engagement.

Text Ads, on the other hand, are simpler, appearing in sidebars or search results with just a headline and description, making them more direct but less attention-grabbing. Sponsored Ads are better for awareness and engagement, while Text Ads are typically used for cost-effective lead generation.

LinkedIn sponsored content specs

Single image ads

• Ad format: Single image (or GIF) 
• Image size: 1200 x 627
• File type: JPG, PNG
• Max file size: 5 MB
• Headline: up to 70 characters
• Introductory text: up to 600 characters
• URL count: 1

Carousel ads

• Ad format: Multiple images
• Image size: 1080 x 1080
• Card count: 2-10
• File type: JPG, PNG
• Max file size: 10 MB per image
• Headline: up to 45 characters
• Introductory text: up to 255 characters
• Destination URL: multiple (can be 1 per card) 
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Sponsored content + B2B

Sponsored content puts you in front of key decision-makers at the moments they’re most likely to engage. By delivering the right message to the right lead, you stand out in the crowded B2B landscape. It drives engagement, builds credibility, and creates demand by aligning with the buyer’s journey to generate high-quality leads. More than just paid advertising, Sponsored Ads are a strategic way to showcase your value and expertise from the start.

38% of leading businesses utilize sponsored content to generate demands and connect with high-quality leads. That’s because it works.

Elements of high-performing LinkedIn Sponsored Ads

• On target: Design sponsored ad content to help specific audience segments solve problems or address pain points. Align both content and targeting specifications.
• Gripping: Create content with strong hooks and well-crafted narratives. Follow logical formats that tell stories to spark emotional connections and drive engagement.
• Visual: Develop visually-grabbing content that incorporates your branding without confusing or overwhelming your audience.
• Distributable: Optimize content for your chosen platform and make it compelling enough for others (like partner brands or influencers) to share with their networks.

In summation, the best way to succeed with Sponsored Ads is to offer value to your audience.

Real-life Sponsored Ad examples

Single image ads

Slack

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Salesforce

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Pinterest

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Carousel ads

Zoom

Wiz

Square

Sponsored content 'do's'

Do take an honest self-inventory

Instead of trying to be everything to everyone, take a step back and assess what your brand uniquely brings to the table. What is the one thing you excel at — the expertise, solution, or insight that truly sets you apart?

For example, if you’re a software platform serving the construction industry, your content shouldn’t try to cover every aspect of business operations. Instead, you might focus on a core differentiator—such as streamlining project timelines, reducing compliance risks, or enhancing job site collaboration. Think the kind of thing that somebody would download and save to their computer desktop for easy reference.

Do choose a clear goal and audience

Before creating sponsored content, define exactly what you want to achieve—brand awareness, lead generation, or direct conversions. Then, use your best customer data to identify an audience that aligns with that goal.

Do experiment with different content formats

Most sponsored content gets ignored because it looks like an ad. Instead, use formats that pull people in:

• Interactive & Immersive Content – Polls, quizzes, or dynamic infographics increase engagement and make content more memorable.
• AI-Personalized Content – Machine learning tools can tailor sponsored posts based on user behavior for higher relevance.
• Short-Form Video & Micro-Content – Platforms like TikTok, LinkedIn Video, and Instagram Reels favor fast, digestible insights.
• Long-Term Influencer Partnerships – One-off sponsored posts feel transactional. Instead, build ongoing collaborations for more authentic storytelling.

Sponsored content 'don't's'

Don't case too wide of a net

Trying to reach everyone means reaching no one. Define your ideal audience based on firmographics, behaviors, and pain points. Use first-party data, past campaign insights, and industry research to ensure your content speaks directly to those who will find it most valuable.

Don't use weak CTAs

A vague call-to-action leaves prospects unsure of what to do next. Instead of “Learn More,” use specific, action-driven CTAs like:

• “Download the full industry report” (for lead gen)
• “Start your free 14-day trial” (for conversions)
• “Join our upcoming webinar on [topic]” (for engagement)

Don't rush content

Regurgitating industry buzzwords won’t cut it. Create content that’s actually worth consuming:

• First-party research – Proprietary data and insights no one else has
• Case studies – Real-world success stories that prove your solution’s impact
• Expert collaborations – Partner with industry leaders for co-branded reports, interviews, or cross-promotions

How to measure Sponsored Ads

Awareness KPIs

Awareness KPIs measure the effectiveness of your campaigns in capturing attention and building brand recognition among your target audience. Strong awareness ensures that when prospects enter a buying cycle, they already recognize and trust your brand — leading to lower acquisition costs and higher conversion rates over time.

• Content impressions
• Click-through rates (CTR)
• Audience engagement
• Brand lift

Engagement KPIs:

Engagement KPIs assess how effectively your content holds audience attention and encourages interaction. High engagement signals strong audience interest, while weak engagement may indicate a need for better targeting, messaging, or user experience.

• Scroll depth
• Time on page
• Bounce rate
• Completion rate

Lead gen KPIs:

Lead generation KPIs measure the efficiency of your sponsored ads in capturing high-intent prospects. A lower CPL indicates cost-efficient acquisition, while an increase in qualified leads and form submissions signals stronger targeting and messaging. Optimizing for these KPIs ensures your ad spend drives meaningful engagement, attracting prospects who are more likely to convert into customers.

• Cost-Per-Lead (CPL)
• Qualified Leads
• Form Submissions

Conversion KPIs

Conversion KPIs evaluate how effectively your sponsored ads turn engaged prospects into customers.  A high conversion rate signals strong ad performance and audience alignment, while a low CPA ensures efficient spending. Assisted conversions highlight the role of multiple touchpoints in the buyer’s journey, revealing how your ads contribute beyond last-click attribution.

• Conversion rate
• Cost-Per-Acquisition (CPA)
• Assisted conversions

How much does LinkedIn sponsored content cost? 

The cost of LinkedIn Sponsored Content varies based on factors like bidding strategy, audience targeting, competition, and ad relevance. LinkedIn uses an auction-based system, meaning costs fluctuate based on demand for your target audience.

One of the easiest ways to measure Sponsored Content costs is through Cost Per Click (CPC). Based on our experience, the average CPC typically ranges from $5 to $25. For more detailed insights into full cost averages, refer to our benchmarks below.

Sponsored Ad performance benchmarks

At Abe, we closely track client performance to identify what’s working, set realistic goals, and refine strategies for continuous growth. This approach has enabled us to build a comprehensive benchmark library, defining what constitutes strong performance across campaigns.

This benchmark library is a continuous work in progress, evolving over time as we gather new data and refine our insights.

Cost Per Click (CPC) 

• Worse: $23
• Average: $15
• Better: $5

Click Through Rate (CTR) 

• Worse: 0.35%
• Average: 0.50%
• Better: 0.75%

Open rate

• Worse: 47%
• Average: 58%
• Better: 67%
  

Cost Per Mile (CPM) 

• Worse: $100
• Average: $60
• Better: $33

Cost Per Lead (CPL) 

• Worse: $2000
• Average: $1600
• Better: $1400

Lead to MQL conversion rate

• Worse: 59%
• Average: 62%
• Better: 81%

MQL to SQL conversion rate

• Worse: 19%
• Average: 33%
• Better: 35%

Leave your ads to Abe

Sponsored content is a powerful brand boosting lead generation tool. But the competition is fierce. Your time and budget are precious, too.

As industry specialists, we have a proven track record of helping ambitious B2B SaaS businesses get an edge on their competitors while earning a consistently high ROI from their sponsored content.

We use deep-dive data insights and a wealth of niche expertise to save our clients money while shining a light on their unique selling points in a way that inspires, engages, and resonates.

As leaders in our field, we can develop sponsored campaigns, handling everything from audience discovery and ideation to data analysis, budget management, and beyond.

Are you ready to get ahead of the pack with sponsored content? Book a call with us today.

LinkedIn Conversation ("Convo") Ads empower businesses to have highly-personalized chatbot-esque interactions with their target audience directly within the LinkedIn platform. Think of it as the flexibility of email marketing with the specificity of LinkedIn targeting.

The most unique attribute of Conversation Ads is the number of Call-to-Actions (CTAs). Conversation Ads allow you to craft multiple CTAs and give your target more options.

What are Conversation Ads? 

Conversation Ads are an interactive ad format that allows brands (like yours!) to start real-time, value-driven conversations with decision-makers, guiding them toward a demo, a resource, or even a direct meeting.

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One of the biggest advantages of LinkedIn Conversation Ads is the ability to leverage native LinkedIn targeting to reach the right professionals with the right message. Unlike static ads that can be easily ignored, well-crafted Conversation Ads feel personalized and engaging. When done right, they also:

• Bring in higher quality leads by (dis)qualifying prospects early
• Quicken lead generation by instantly sharing your USPs and solutions
• Build stronger relationships through real-time, interactive conversations
• Improve down-funnel conversion rates by speaking to unique audience segments
• Deliver lower cost per lead (compared to other LinkedIn ad formats)
• Expand reach and enhance brand perception with clear, value-driven messaging

Convo Ads vs. Sponsored InMail

The key difference between LinkedIn Conversation Ads and Sponsored InMail (now called Message Ads) comes down to interactivity. Sponsored InMail is essentially a one-way message—delivered to a prospect’s inbox like an email, with a single CTA.

Conversation Ads, on the other hand, are dynamic and interactive, allowing you to create a branched experience where prospects can choose their own path based on multiple response options. This makes Conversation Ads feel more like a real dialogue rather than a cold pitch.

Setting up Conversation Ads

1. Set Your Objective

Before you start building your ads, sit down with your team’s stakeholders and decide exactly what you want to get from your campaign. Conversation Ads allow for two different goal types: website visits (for middle-of-the-funnel objectives) and lead generation forms (for bottom-of-the-funnel objectives).

Example of goal setting:

• Bad goal: Get more people to attend our webinar
• Okay goal: Increase webinar sign-ups
• Good goal: Increase webinar attendance by 35%

2. Decide Which Audience to Target

Ads that speak to specific pain points are the most effective. You can target your audience by:

• Sector or industry
• Seniority or job title
• Specific LinkedIn user groups
• Geographical location
• User demographics (age, language, etc.)

Avoid targeting prospects you've engaged with before using similar messaging. It will offer little return for your efforts and could hurt your brand reputation.

3. Create Your Conversational Flow

LinkedIn offers conversational flow templates, but avoid using generic options. Your message needs to be succinct, punchy, and offer personal value.

Conversational Flow Example:

Hi, [Name],

How are you?

I noticed you're interested in [User's Interest]. It’s a space that we at [Brand Name] specialize in—and something we’re hugely passionate about.

Our platform [Solution Name] is designed to help [Job Title] like you [Benefit] by [Explanation of Solution].

Would you like to find out more about [Solution Name] and how we can help you [user goal or pain point] specifically?

Possible User Responses and Follow-Up Messages:

1. Yes, I'm interested: Great! I was hoping you’d say that. Let's talk about how we can help you achieve your goals. Would you be interested in a quick demo or learning more about our case studies? Or would you like to ask a question here? If so, fire away.
2. Tell me more: [Solution Name] helps you [Benefit 1], [Benefit 2], and [Benefit 3]. Would you like to learn more about how it works or ask any specific questions about [Solution Name]?
3. I'm not interested: No problem. Let us know if you have any questions about what we do here at [Brand Name].

Convo Ads + B2B

LinkedIn Conversation Ads are a powerful tool for B2B marketers looking to engage decision-makers in a more direct and interactive way. Unlike traditional static ads, Convo Ads feel like real conversations, allowing prospects to choose their own path based on their interests. This makes them especially effective for driving high-intent actions like booking demos, downloading whitepapers, or registering for events. With LinkedIn’s advanced targeting, you can reach the right professionals at the right time.

Elements of high-performing Conversation Ads

Lead with a hook, not a pitch

Start like a human, not a marketer. Open with a question or a statement that makes them think, not roll their eyes. Skip the robotic intros—nobody wants to read, “Hi [First Name], I’d love to introduce you to our cutting-edge solution.” Instead, try something that taps into their reality: “Managing pipeline getting messier? You’re not alone.”

Make it feel like a real chat

‍Nobody wants to read a wall of text. Keep messages short, punchy, and natural—like how you’d text a colleague. Instead of “Our platform optimizes workflows to improve operational efficiency,” say “We help you cut the busywork so your team can focus on closing deals.” Keep the flow smooth and let them pick their path.

Write for one person, not an audience

‍Great ads feel like a 1:1 conversation, not a mass blast. Know your ICP and talk to their specific problems, not vague industry trends. If your ideal buyer is a VP of Sales, focus on revenue and pipeline—not generic business efficiency.

Guide, don't sell

‍Give them choices that feel useful, not salesy. Instead of just one CTA, offer multiple paths: “Want the quick version? Grab the PDF. Prefer to chat? Let’s book a time.” The goal is to make engaging feel easy, not like committing to a sales pitch.

Make the next step obvious

‍No one should have to guess what happens after they click. Spell it out: “Grab the guide and get key takeaways in under 5 minutes.” or “Book a time, and I’ll show you exactly how this works in your world.” Clear, direct, and no surprises.

Convo Ad Dos

Do keep it personal and human

People want to talk to people, not robots. Use conversational language and keep things casual, like you're chatting with a colleague, not pitching a product. Personalize your messages, and make sure it feels like a one-on-one conversation.

Do focus on the prospect's needs

‍Your message should speak directly to their pain points, not your product features. Instead of "We offer the best SaaS solution for businesses," say "Struggling with manual processes? Here’s how to make life easier."

Do offer choices, not just a one-way path

Give people options to engage, not just a single CTA. You don’t want them to feel trapped. Options like “Want to chat? Book a time” or “Need resources? Download the guide” keep things flexible and less salesy.

Do keep your messaging simple and clear

‍No jargon, no fluff. People are busy, so make sure your messages are easy to understand and straight to the point. Stick to a simple flow, and don’t make them guess what to do next.

Do optimize for mobile

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Most users will engage on their phones, so make sure your messages are short, scannable, and easy to respond to. If they have to scroll too much, they’ll just bail.

Conversation Ads 'Don'ts'

Don’t be overly formal or stiff

Nobody likes getting hit with a stiff, corporate message. Ditch the corporate speak and don’t try to sound "professional" just for the sake of it. Keep it natural, friendly, and approachable.

Don’t push too hard with the CTA

‍If your CTA feels like a high-pressure sales pitch, you’ll lose people fast. Instead of “Sign up now or miss out!”, try something low-pressure like “Let’s chat and see if this could be a good fit for you.”

Don’t overcomplicate the conversation

‍Keep things simple. Don’t try to cram too many offers or questions into one message. If your first message feels like a mini sales presentation, you’ve already lost them. Stick to one clear ask.

Don’t ignore the prospect’s experience

‍If you’re coming off too robotic or scripted, they’ll sense it. Pay attention to how your ad feels for the user. If it’s too pushy, complex, or out of sync with their expectations, they’ll tune out.

Don’t send irrelevant follow-ups

‍If someone engages with your ad, make sure your follow-up is relevant and aligned with their interests. Sending the wrong info, or bombarding them with irrelevant offers, will kill the relationship fast.

15 Abe tactics for....Convo Ads

1. Make the offer irresistible by using strong incentives like monetary rewards or exclusive access to boost engagement.
2. Lead with value in your copy by making the first message personal, engaging, and curiosity-driven.
3. Use personalization by adding the recipient’s name or referencing their industry to increase relevance and response rates.
4. Avoid over-segmenting by focusing on broader pain points instead of narrowing your targeting too much.
5. Test and iterate by running A/B tests on offers, CTAs, and messaging styles to refine your approach.
6. Keep it conversational by making your ad feel like a real dialogue rather than a scripted sales pitch.
7. Use multiple response paths to let recipients choose how they want to engage with your message.
8. Avoid overloading with text by keeping messages concise and easy to read.
9. Time your messages right by testing different days and hours to find when your audience is most responsive.
10. Align with buyer intent by tailoring your messaging based on where the prospect is in the buying journey.
11. Use clear and direct CTAs to make the next step obvious and easy to take.
12. Leverage LinkedIn’s native targeting to ensure your message reaches the right people without over-narrowing.
13. Avoid jargon and buzzwords by writing in a simple, human, and relatable way.
14. Optimize for mobile by keeping messages short and easy to scan.
15. Track and measure success by monitoring response rates, CTRs, and conversions to adjust your strategy.

How to measure Conversation Ad performance

Lead Generation Metrics

Lead generation metrics help you assess how efficiently your LinkedIn Conversation Ads convert prospects into leads. Tracking these KPIs ensures you're optimizing cost, messaging, and targeting for maximum impact.

• Cost per lead (CPL)
• Average order value (AOV)
• Lead quality score

Engagement Metrics

Engagement metrics measure how effectively your Conversation Ads capture attention and encourage interaction. A lower engagement rate may signal issues with personalization, messaging, or targeting.

• Conversation length
• Response rate
• Time to conversion

Conversion Metrics

Conversion metrics evaluate how well leads from Conversation Ads turn into customers. Strong performance here indicates your ads are driving real business results, not just clicks.

• Conversion rate
• Lead-to-customer rate
• LTV:CAC ratio

How much do Convo Ads cost?

A down-funnel way to measure Convo Ads is through Cost Per Lead (CPL). You know the drill — this can vary. But you can expect a number between $500 to $1,200.

Conversation Ad Benchmarks

Source: Abe's internal benchmark library.

Cost Per Click (CPC)

• High: $5
• Median: $3
• Low: $2

Click Through Rate (CTR)

• High: 48%
• Median: 35%
• Low: 2%

Open rate

• High: 50%
• Median: 45%
• Low: 40%

Cost Per Mile (CPM)

• High: $1,300
• Median: $600
• Low: $120

Cost Per Lead (CPL)

• High: $1,100
• Median: $985
• Low: $559

Lead to MQL conversion rate

• High: 95%
• Median: 74%
• Low: 67%

MQL to SQL conversion rate

• High: 69%
• Median: 46%
• Low: 31%

Level up your LinkedIn with Abe

LinkedIn Conversation Ads are cost-effective and offer higher conversion rates than many other ad formats. With the right approach, you can generate high-quality leads and connect with prospects in a way that provides endless value.

Book an introductory call to see how Abe can help your team hit LinkedIn advertising goals.

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LinkedIn Document Ads are a way to build brand trust and gather an audience for remarketing.

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Have you experimented with LinkedIn Document Ads yet? These are the downloadable assets your audience sees directly in their LinkedIn feed. Document Ads allow you to upload content like eBooks or white papers and use them as a brand boosting lead generation tool without leaving the platform.

Document Ads can be wonderful tools for driving engagement, generating leads, and amplifying your brand. But without the right approach, doc ads fall flat and won’t drive good ROI. Here’s how to make LinkedIn Document Ads worth your time. 

Benefits of document ads 

• Immediate impact: this is document ads’ key advantage. They showcase your product’s (or service’s) unique selling points, which attracts high-quality leads and speeds up the sales process.

• Precise targeting: tap into specific attributes, including industry, job title, and seniority level.

• Mobile optimization: Document Ads look great for non-desktop users, so you can target on-the-go customers.Truthfully, finding success with LinkedIn Document Ads comes down to two things:

• Segmenting strategically• Nailing your offer (and copy)

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⭐ Truthfully, finding success with LinkedIn Document Ads comes down to two things: segmenting strategically and nailing your offer and copy.
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Segment your audience

I have a strange example to help explain audience segmentation. I worked at a café for many years. We sold a lot of regular brewed coffee (duh), but we also sold a lot of “secret menu” drinks. Way more than our sister stores. 
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Our district manager understood this, both because they saw it in our sales reports but also because they made assumptions based on our location near a college campus and a high school. Younger customers — I’m speaking generally here! — are spending more time online on the social media channels where secret menu items circulate. By using data and logical assumptions, we as a store were better able to understand our customer segment and react accordingly. This looked like running “happy hour” drink promos at times when students get out of class and putting out billboards advertising drinks popular among our demographic. 
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Just like café customers have unique desires and behaviors, your target audience shares distinct idiosyncrasies that group them into segments.
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The best way to identify your customer segments is by doing exactly what the café manager did — by combining data with logical assumptions. The digital environment is complex. It’s going to be harder for you to figure out what your equivalent of a high school student saving up their money for a unicorn-flavored (?) blended drink. But once you do, you’ll get more positive results. 

How to make assumptions about your customer segments
These can be either obvious or non-obvious.

Obvious (more foreseeable):

• Time of year (i.e., holidays or seasonal trends like summer vacations)
• Common fiscal milestones (like quarterly or annual planning)
• Job title responsibilities (for example, most marketers will care about lead gen)
• Industry events and conferences (such as annual trade shows or webinars)
• Product launch cycles (especially in industries with predictable innovation timelines)
• Regulatory deadlines (compliance changes that impact specific industries)
• Budget planning periods (typically at the start or end of fiscal years)
• Hiring cycles (when companies typically expand their workforce)
• Performance review seasons (which influence professional development investments)
• Annual goal-setting periods (when teams align their objectives for the year ahead)

Non-obvious (less foreseeable):

• Global events (including events that we can’t predict that require advertising sensitivity)
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• Proprietary information about clients 
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• Specific internal KPIs (what each individual is owning on a minute level) 

The trouble with over-segmentation

The point of segmentation is so you don’t treat your audience as a monolith.  But don’t go overboard. Ask yourself, “Can I increase my conversion rate by a greater amount than the increase in cost-per clicks/conversions caused by segmenting this audience?” If the answer is no, pull back on the specificity. 

Use the right document type for the right types of leads

 Your document is the most important element of your document ad. If it’s not seen as an asset, you will enjoy very little return on your efforts and you’ll drain your marketing budget.

Linkedin's own research points to the following 

• Early stage (awareness, interest or discovery): Infographics, best practices and tips guides, and case studies with testimonials or social proof.

• Middle stage (consideration or intent):  How-to guides, supporting content or summaries of webinars and presentations, and deep-dive best practices guides.

• Late stage (evaluation or purchase): Whitepapers, eBooks, and case studies that feature your product or service USPs more prominently (adding an exclusive incentive like a discount code, free consultation or trial within your document will also increase your chances of conversion).  

Focus on your offer and copy above all 

If you’ve segmented (but not over-segmented!) your audience and set your ad targeting accordingly, you have solid foundations. But you haven’t even gotten to the most important part. Let’s imagine your LinkedIn Ads requirements as a hierarchy of needs, where every need is important but the foundational need is at the bottom with the rest at the top. If targeting is your home’s foundation and your design is the curb appeal, and the copy is the structure of the house. Get it right and people will buy your house. Get it wrong, and it’s a total dealbreaker. 

• Highlight your document’s USPs and value in the first line of your ad copy as well as your headline. (this should be based on real scientific evidence and not a hunch) 
• Write in your brand’s tone of voice. Ensure your messaging is clear, to the point, and free from jargon.
• Keep your headline concise and try to stick to 70 characters or so (or less) 
• Use action words and verbs (e.g. learn, try, go, do, discover, get or download) to inspire your prospects to click through and engage.
• Make sure your call to action (CTA) is clear and punchy. Tell people what you want them to do. S-p-e-l-l-i-t-o-u-t!

Bad example:

Title: Learn about data for fintech

Body: This document includes tips about using data in fintech. It’s free and you can read it on the go.

‍CTA: Try it

Good example:

Title: Uncover the most valuable data analytics strategies for 2025

‍Body: Are you ready to streamline your company's data strategy in 2025? 

How to track performance 

To drive a consistently solid ROI from your document ads and evolve with the ever-changing needs of your B2B prospects, tracking your performance is essential. There really is no wiggle room here.

Working with LinkedIn’s in-platform analytics as well as insights from your business’s CMS and data intelligence tools, you’ll be able to establish which tactics work and which don’t.

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A/B testing your ads is also the best way to ensure you’re crafting ads and sharing documents that are going to offer genuine value to your customers and, in turn, offer maximum value to your business.

Here are the key metrics you should track to gain a panoramic insight into your document ads performance:

• Document downloads: This metric will tell you how many people downloaded your document. Tracking this metric is essential as it will give you a well-rounded insight into how valuable your prospects found your content and lead magnet.

• Document conversion rate: This simple yet satisfying metric will tell you how many of your document downloads resulted in a tangible action or conversion. To calculate your document download conversion rate, use this formula: (Downloads or leads / clicks) x 100.

• Time spent on document: Did your prospects stick or did they split? This metric will tell you how long your prospects spent on your page, giving you an indication on the quality of your document as well as the personal value it delivered to your audience.

• Cost per lead (CPL): Measuring this metric frequently will help you monitor and optimize your lead acquisition costs, optimizing your LinkedIn ad budget in the process.

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Level up your document ad marketing game with Abe

LinkedIn conversation ads are cost-effective and will help you tap into a wider tool of high-quality leads. With a measured approach and creating the best possible content for your campaigns, you can land the best clients for your B2B business..

To keep up with the latest trends, explore our growing library of educational content and for more insider advice on how to develop your LinkedIn conversation ads strategy, book a call with us.

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