How LinkedIn Advertising can help to grow your B2B Pipeline
Why a B2B pipeline must be cultivated
Most B2B organisations see their pipeline grow gradually. People rarely make purchasing decisions based upon input from a single person; instead, they often need to build trust over time through multiple exposures. On average, a single B2B purchase now involves around 13 stakeholders, and 89% of purchases span multiple departments, which makes long-term, multi‑touch nurturing essential.
That’s where LinkedIn Ads offer significant value.
When used strategically, LinkedIn advertising can enable B2B brands to reach the right people at an early stage, shape perception prior to demand being created, and support longer-than-usual buying cycles.
Why LinkedIn Ads matter for B2B growth
Because LinkedIn is focused upon professional characteristics (such as job title, level of seniority, industry, etc.) in terms of targeting users, it offers B2B advertisers a unique advantage relative to other platforms. Instead of relying upon assumed/derived interest-based targeting, B2B advertisers can target the individuals involved in the decision-making process (i.e., the buying committee) directly.
Recent benchmark data shows LinkedIn delivering around 113% ROAS, outperforming Google Search and Meta for B2B advertisers even though its CPCs are higher.
Although LinkedIn typically costs more to advertise on than other platforms, the cost itself is not a viable metric for measuring effectiveness in the case of complex B2B sales. When properly measured, LinkedIn is a vital element of creating consideration for a product/service early-on in the buying cycle, as well as influencing long-term intent to purchase.
How we structure LinkedIn Ads to drive pipeline impact
At Vivid, our LinkedIn advertising is utilised to drive pipeline growth throughout the entire buyer’s journey.
Each subsequent phase builds upon the previous phase, enabling brands to create awareness among potential buyers early on, maintain visibility during consideration phases, and generate demand once potential customers are ready to buy.
By structuring LinkedIn ad activity in this manner, we ensure that the ad activity drives momentum in the pipeline versus generating temporary and disconnected metrics.
Foundations and audience clarity
In order for LinkedIn advertising to be successful, we believe that there must be clarity regarding both the target audience and the desired outcomes.
Prior to launching any campaign(s), we work with clients to identify the key buying roles to target and define the signals that matter at each stage of the funnel. This enables us to measure success through meaningful engagement and pipeline contributions, not simply click-throughs and form completions.
Demand creation and early influence
For many B2B companies, demand creation is where LinkedIn produces the highest level of value.
During this initial phase, the objective is to introduce the brand, communicate its value proposition effectively, and establish familiarity among the members of the buying committee. Formats such as content-driven video, carousel and document ads are particularly effective in creating engagement as opposed to driving direct conversions.
Over recent campaigns managed by Vivid, these content-driven ad formats have produced engagement rates greater than 50% above platform benchmarks, and click-through rates have exceeded average industry standards, further establishing the relevance of the target audience and the alignment of the messaging.
These early indicators are essential, providing proof that the correct people are being targeted, and that the LinkedIn algorithm is building its own intelligence quickly.
From awareness to lead capture
As familiarity and awareness grow, LinkedIn Ads can become an even more supportive mechanism for people who are actively searching and considering options for their purchase process.
Early conversion does not need to occur immediately; successful ad campaigns will provide support to active research buyers by providing insight-based content, useful resources, or thought leadership that allows buyers to make educated purchasing decisions.
When done appropriately, the effectiveness of campaigns will continue to grow over time. Our clients in the banking and energy industries have recently seen click-through rates increase by as much as 48 percent compared to benchmarks, and cost-per-click has decreased by as much as 59 percent, both due to the refinement of targeting and creative output.
The Power Triangle: Positioning LinkedIn Ads in relation to other marketing channels
While LinkedIn Ads form the central element of our B2B strategy, the largest ROI is usually generated when activity is complemented by a few additional marketing channels.
We frequently utilise a triangular positioning model, which creates a unique function for each channel and helps move buyers from awareness to intent without diminishing focus.
Within this model:
LinkedIn Ads are utilised to reach and engage with specific buying roles early in the buying process, and establish familiarity and relevance within target accounts
YouTube Shorts are utilised to extend the reach of these efforts and reinforce the key messaging through video, which also enables companies to remain present during longer buying processes
Google Ads captures existing demand and converts interest into action when prospects are actively seeking solutions, categories or brands through searches
The advantages of this triangular positioning model are as follows: LinkedIn establishes relevance, YouTube extends frequency and recall, and Google benefits from higher brand recognition and intent that was established in the previous channels.
Most importantly, LinkedIn is the primary channel. The purpose of the broader channel mix is not to replace LinkedIn Ads, but to enhance its ability to drive performance and efficiency throughout the funnel.
Growing long-term using LinkedIn Ads
LinkedIn Advertising produces the greatest value when it is viewed as a strategic investment in pipeline growth rather than a short-term solution. When implemented with a well-structured framework, reasonable metrics, and ongoing optimisation, LinkedIn Advertising is an excellent method for driving awareness, consideration, and intent.
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