Tuned Social: B2B Ads Agency

We measure LinkedIn Ads effectiveness in two ways: 1. Direct-attribution through lead:CRM 2. Influenced-attribution through Fibbler The reporting we deliver to clients aims to be a blend of the two. -- Direct-attribution is straightforward, LG form or UTM tracking on a lead that converts directly through LinkedIn. Progression of quality here is easy to track, Lead:MQL, Lead:SQL, Lead:Opp, CAC, LTV etc. It's nice and simple when your tracking is set up correctly, but very linear and ignores LinkedIn's impact beyond direct response. -- Influenced, on the other hand, is not straightforward but WAY more impactful. We generally have two tools in place to figure that out: 1. CAPI: to understand ad-level conversions and deal stage impact 2. Fibbler: to match impression and engagement coverage to deals When we combine the two, we can see: → Which ads are playing a part in generating leads elsewhere → Which campaigns (or audiences) are contributing most to overall pipeline. LinkedIn has introduced incredible products in Thought leader Ads but made them painfully hard to track (You can edit to add a link, but even that is not perfect for tracking impact) However... Using CAPI combined with Fibbler, we can get around these gaps and show how LinkedIn truly works.

Over the weekend, I wrote a piece about that one time the LinkedIn algorithm actually worked. That said, in most cases it's still pretty manual, so I've also included guidance on how to approach your audiences in the other 99% of cases. Have a read and subscribe to the newsletter if you like it, plenty more articles coming - all genuine LinkedIn Ads stories/experience through the years and not written by AI.

Founder or founding marketer and just secured funding? Firstly, congrats on the raise 🚀 But... now what? 'Headcount', 'office space'.... 'pipeline'... 'how do we get pipeline and when is it the right time to scale ads?' Many startups activate LinkedIn Ads in a rush after funding lands and when activated prematurely or in the wrong hands, it can end up being an expensive mistake (+ leaves you licking your wounds and restarting from scratch) Over the last 10 years working with some of the worlds most exciting B2B startups and scaleups, we've learned to predict whether a startup's paid efforts will succeed or fail pretty accurately. My latest piece breaks down exactly how we do it: → How we tell B2B startups if ads are the right move → How we grade their readiness (Success Scoring) → How we coach founders to confidence before getting 'active' → How we uncover the foundations to get them ready to succeed This is arguably the most important piece in terms of effective budget use I've written, so I hope you enjoy 🫡 -- I'm Rob from Tuned Social: LinkedIn Ads Agency. If you're sitting on a fresh round wondering whether ads are your next move - drop me a message.

True/false - 'the ad format doesn't matter, if the content/offer is good - any format will work' What we found? Resoundingly - false. Strategy is incredibly important, without well-positioned content/offers to fuel your distribution engine, simply no ad format will work. But when you're already sitting on great content, your methods of distribution matter. We test this (a lot) across many different formats/objectives for our clients. Last month, we ran an analysis across multiple clients, comparing Message Ad formats vs Static Ad formats for direct response. Our hypothesis: Message Ads drive higher quality conversations for lead gen. Here's what we found: CPL → Message formats: ~$380 → Static formats: ~$250 Static the clear winner on volume. But CPL is a shallow metric, so we went deeper. Lead:MQL rate is high across most of our clients because of how we target, so we then looked beyond it to CP-SQL and CP-Opp. SQL → Message formats: ~$950 CP-SQL across clients → Message formats: ~30% Lead:SQL → Static formats: ~$1,190 CP-SQL across clients → Static formats: ~21% Lead:SQL This is where Message Ads were starting to outperform Static Ads. Why was there a gap? More no-shows or people forgetting that they converted from Static Ads - both common problems with the format Finally, we looked at the Opportunities: CP-Opp → Message formats: ~$2,235 CP-Opp across clients → Message formats: ~17% Lead:Opp → Static formats: ~$3,125 CP-Opp across clients → Static formats: ~8% Lead:Opp Sales were also finding it marginally harder to convert Static Ads leads to Opps vs Message Ads leads, despite being treated the same way. -- We didn't include pipeline value in this analysis because of varying deal sizes but the conclusion was clear... Message/Convo Ad leads were more engaged, more qualified, and more likely to turn into real pipeline. Our thinking: Message Ads command more attention and give prospects more context before a call. Essentially, a better warm-up happens before sales ever get involved. -- I'm Rob from Tuned Social: LinkedIn Ads Agency. If you're spending $10k+ and want your LinkedIn Ads to be in the top 1% - drop me a message.

‘Claude - show me 41 years of LinkedIn Ads experience in 1 photo’ — Real ad budget being handed to entry-level people at agencies is a huge problem in the advertising industry. Agencies get a bad rap because of it and it was one of my main motivators for starting Tuned Social - to change it, starting with LinkedIn Ads. B2B startups/scaleups were crying out for a specialised agency with battle-tested expertise, where the people genuinely have the space to - → Think strategically → Truly work as a team → Manage a small no. of clients well We’ve created it and I would argue we have one of, if not the best, LI ads teams in the world. Giada 🇮🇹 - Client Lead Chandan 🇮🇳 - Campaign Manager Félim 🇮🇪 - Head of Operations Elodie 🇫🇷 - Client Lead Cristina 🇮🇹 - Client Lead Jack 🇮🇪 - Paid Media Manager Simón 🇪🇸 - Client Lead Los Galácticos of LinkedIn Ads 🎯 We’ve already come a long way and we are only getting started. -- I'm Rob, Founder of Tuned Social: LinkedIn Ads Agency. If you're spending $5k+ and want your brand to join the top 1% of advertisers - drop me a message. + We are hiring a Sr. Paid Media Manager - if you're interested, send your C.V. by DM or email to [email protected].

Mythbusting with LinkedIn Ads. Some examples of myths I often hear: #1. "You can do full funnel with $5k." #2. "You should trust the algorithm." #3. "Your audience size should be 100k" However, in most cases, the contrary is often true. Instead, you should: #1. Focus on one objective (max 2) and execute it well. #2. Control the algorithm to complement your knowledge. #3. Do your audience research before setting ads live. Then: + Translate it to ad targeting. -- I'm Rob from Tuned Social: LinkedIn Ads Agency. If you're spending $5k+ and want your LinkedIn Ads to be in the top 1% - drop me a message.