LinkedIn advertising that reaches the decision-makers.
B2B advertising where targeting, message and process integration decide the outcome. We build LinkedIn campaigns that produce enquiries, not just clicks.
The only platform that knows the job role.
LinkedIn is the only platform that knows its users’ job role, employer, experience and seniority. That makes it the hardest currency in B2B advertising: you can target ”finance directors in the Finnish IT sector at companies employing 50 to 500 people” and reach exactly the people who make the buying decisions.
As a network LinkedIn reaches around 1.9 million users in Finland, the majority of them active in working life. The experience is unusually professional: an ad does not compete with pet photos but with expert writing. That raises the bar, but it also leaves room for a longer, more knowledgeable message.
Before investing in LinkedIn advertising it is worth establishing a few things: your average deal value, the length of your sales process and how many people take part in the decision. LinkedIn costs more per click, so it pays off when a single deal is worth a lot, typically at least €5,000.
Three conditions for profitability.
A high deal value
A single deal typically worth €5,000 or more. A higher CPC is justified when the value of a lead is several times what it is in other channels.
A large enough media budget
The practical minimum is around €2,000–5,000 a month so the campaign can learn and produce statistically meaningful results.
Identified decision-makers
You know who takes part in the buying decision: the roles, industries and company sizes the targeting is built around.
Impressions yes, leads no
This is LinkedIn’s most common problem. The growth diagnosis goes through targeting, content and measurement and tells you where it comes from.
How we build the LinkedIn machine.
The power and the pitfall of targeting
The strength of LinkedIn advertising is its precise, data-driven targeting: job title, job function plus seniority, company size, industry, skills and ABM company lists. That precision is also the problem: too narrow an audience makes the campaign expensive.
The sweet spot in Finland is usually an audience of 50,000 to 300,000. Too small and CPM rises steeply; too large and the message loses relevance. Give the algorithm a little room. It finds the right people surprisingly well.
The right format for the right job
Sponsored Content for distributing expert content. Video still produces the cheapest CPMs in Finland. Lead Gen Forms the best tool for lead generation: a conversion rate of 5–15 %, because the form fills itself from the profile and there is no friction. Message & Conversation Ads for precise ABM use. Text & Dynamic Ads as cheap retargeting support.
| Campaign type | Primary metric | Suits when |
|---|---|---|
| Sponsored Content | CTR, engagement | Content and reach |
| Lead Gen Forms | CPL, form completion rate | Direct lead generation |
| Message Ads | Open rate, reply rate | ABM and personalisation |
| Text Ads | CPC, retargeting | Brand awareness and a supporting channel |
Account Based Marketing
ABM is the most effective form of B2B advertising when you can clearly name 50 to 500 companies you want to do business with. The advertising is aimed at exactly those companies and their decision-makers.
We upload your company list to the platform, extend it with a look-alike audience and target the campaigns at the employees of exactly those companies. Combined with manual prospecting by sales, this produces campaign structures where marketing and sales pull in the same direction. The results show in sales figures, not just in clicks.
From advertising all the way to the sale
LinkedIn metrics differ from B2C channels, because the sale rarely happens on the same day as the click. At the advertising level we track CTR (the Finnish B2B average is 0.4–0.8 %), CPL (typically €40–150) and CPM. At the sales level we track MQL → SQL conversion, win rate, sales cycle length and LinkedIn’s attribution to closed deals.
Typical B2B sales cycle length by industry (months)
Illustrative dataAdvertising built into the sales process
We connect the campaigns to your CRM (HubSpot, Pipedrive, Salesforce) so every lead goes straight to a salesperson and we can see what happens next. Sales knows where the lead came from, and we can see which campaigns produce deals rather than just enquiries.
Every month we meet the sales team: which leads produced deals, where they came from, what obstacles sales is seeing and how advertising can support them better. With that information we shift the optimisation from lead volume to lead quality.
Work at €800–2,500 a month, media paid directly to LinkedIn.
Monthly LinkedIn advertising work typically lands between €800 and €2,500. The media budget is separate. LinkedIn’s practical minimum is €2,000–5,000 a month so the campaign can learn and produce statistically meaningful results. Below that LinkedIn is usually not the right choice: a Meta and Google combination will give B2B a better return.
FAQ
Is LinkedIn advertising expensive?
LinkedIn is a more expensive platform than Meta or Google, with a CPC typically between €4 and €12. That is justified when you target decision-makers directly: the value of a lead and its conversion into a deal are often several times higher than in other channels.
What is a good CPL on LinkedIn?
A realistic CPL in Finland is €40–150 depending on the industry, the content and how you define a conversion. Well-optimised Lead Gen campaigns produce leads at €30–80.
What is the minimum budget for LinkedIn advertising to make sense?
The practical minimum is around €2,000 a month in media spend. Below that the campaign does not have time to learn and the data is not enough to optimise on.
How do we make sure the leads are good?
We design the Lead Gen forms so that qualifying questions filter out the irrelevant. We also track MQL → SQL conversion and keep adjusting the campaign structure.
Does LinkedIn suit a one-person business?
Usually not through advertising. For a one-person business LinkedIn works best organically: posts, networking and content. The return on advertising requires a larger deal size.
Shall we take the first step together?
Tell us briefly where you stand. We reply the same working day, usually within a couple of hours.
- A free 30-minute call, no strings attached
- You get a concrete view of where you stand
- We say plainly if we are not the right fit
- Phone+358 50 469 0039
- Emailmisa@purodigital.fi