Define the intended business audience and the decision the campaign should support.
LinkedIn Advertising
Marketing & Advertising · Top SEO
Reach a professional audience with a clearly defined offer.
LinkedIn campaign planning should connect the target roles or organisations with content they have a reason to read and act on.
Work we can scope
Agree what belongs in the project.
Scope ad formats, creative, forms or landing pages and an appropriate follow-up route.
Agree spend controls and reporting on relevant responses rather than volume alone.
Decisions before work starts
Audience settings and platform tools do not guarantee that every response is a qualified buyer. Confirm the lawful handling of lead information, account permissions and how sales follow-up will be recorded.
How the work should be reviewed
Review lead fit, costs and the quality of conversations against the agreed criteria. Explain attribution limits and avoid treating every downloaded asset as a sale.
A question worth asking
What makes a B2B lead useful?
Define that with your sales team: for example, a relevant role, organisation type, location and genuine project need. The campaign and follow-up process should collect only the information needed to assess that fit.
Illustrative planning example · not a client result
A practical situation to plan for
A business wants enquiries from a particular professional role. The brief should connect that audience with a relevant problem, an appropriate offer and the information the sales team needs for follow-up.
What to agree and check at handover
Agree audience assumptions, creative approvals, budget and the lead-handling process. Keep advertising access and business account ownership clear, and assess lead relevance alongside campaign delivery.
Clear commitments, recorded in writing.
Agree the deliverables, responsibilities, fees, approvals and support arrangements before work starts. Our selected-project SEO money-back offer does not apply to this service. Read the service terms and refund conditions for the commercial terms.