LinkedIn Ads have become a powerhouse for B2B marketing, but throwing money at campaigns without a clear funnel is a fast track to wasted budget. If you want to drive real business results in 2025, you need a structured approach—from grabbing attention to closing deals. Let’s walk through the ultimate LinkedIn Ads funnel that turns cold prospects into loyal customers.
Why LinkedIn Ads?
LinkedIn is where decision-makers spend their time. With over 900 million professionals and unmatched targeting options, it’s the best platform for reaching high-intent B2B audiences. But unlike other ad platforms, a one-size-fits-all approach won’t cut it. You need a funnel that nurtures prospects through each stage of the buyer’s journey.
Stage 1: Awareness – Capturing Attention
At the top of the funnel, your goal isn’t immediate conversions—it’s visibility. You need to introduce your brand and establish credibility.
Best Ad Types for Awareness:
- Video Ads – Tell your brand story in a compelling way.
- Single Image Ads – Eye-catching creatives with value-driven messaging.
- Thought Leadership Posts – Sponsored content that shares industry insights, not just promotions.
Targeting Strategy:
- Job Titles & Seniority – Reach decision-makers, not just anyone in the industry.
- Company Size & Industry – Ensure your ads are relevant to the right business types.
- Interest-Based Targeting – Focus on users engaging with similar content.
Pro Tip: Keep your CTA soft—think ‘Learn More’ rather than ‘Buy Now’. You’re building awareness, not pushing a hard sell.
Stage 2: Consideration – Driving Engagement
Once you’ve captured attention, it’s time to nurture leads. At this stage, prospects are problem-aware but not necessarily ready to buy. Your goal is to educate and provide value.
Best Ad Types for Consideration:
- Carousel Ads – Showcase product benefits or customer success stories.
- Lead Gen Forms – Offer whitepapers, webinars, or reports in exchange for contact details.
- Message Ads – Personalised messages that feel more direct and engaging.
Targeting Strategy:
- Retargeting – Re-engage users who interacted with awareness-stage ads.
- Lookalike Audiences – Find similar prospects based on high-engagement users.
- Account-Based Targeting – Focus on specific companies with tailored messaging.
Pro Tip: Use LinkedIn’s Lead Gen Forms for frictionless data capture. They auto-fill user details, improving conversion rates.
Stage 3: Conversion – Sealing the Deal
By now, your prospects know who you are. It’s time to move them towards a decision with high-intent offers.
Best Ad Types for Conversions:
- Document Ads – Share case studies or product comparisons to prove value.
- Website Conversion Ads – Drive sign-ups, demos, or direct purchases.
- Conversation Ads – Interactive, chatbot-style messaging that guides users to take action.
Targeting Strategy:
- Website Retargeting – Engage visitors who viewed key pages (pricing, case studies, etc.).
- CRM-Based Targeting – Upload prospect lists to re-engage warm leads.
- Event-Based Retargeting – Target users who attended your webinars or downloaded resources.
Pro Tip: Align your messaging with where the prospect is in their journey. Offer limited-time incentives, free trials, or direct consultation calls to nudge them over the line.
Optimising for Success: A/B Testing & Analytics
A well-structured funnel is only as good as its optimisation. Consistently test ad creatives, headlines, and targeting options to refine performance.
Key Metrics to Track:
- CTR (Click-Through Rate) – Measures ad engagement.
- CPL (Cost Per Lead) – Indicates efficiency in the consideration stage.
- Conversion Rate – Tracks how well your ads drive action.
- ROAS (Return on Ad Spend) – The ultimate metric for campaign profitability.
Pro Tip: Don’t just focus on cost metrics—look at lead quality. A cheap lead that never converts is far more expensive in the long run.
Final Thoughts: Why a Full-Funnel Approach Matters
The biggest mistake marketers make with LinkedIn Ads is skipping the funnel. Rushing straight to conversion ads without warming up your audience leads to high costs and poor results. Instead, nurture prospects through each stage—build awareness, foster trust, and drive action.
As LinkedIn Ads continue evolving in 2025, those who master this structured approach will see the best returns. So, is your LinkedIn Ads strategy ready for the future?
