Phil Ilic

Phil Ilic is the co-founder and CEO of Kiin, a UK B2B LinkedIn Ads agency based in London. He has spent seven years running LinkedIn Ads and nothing else, across 200+ B2B accounts and millions in managed spend.

What he works on

Phil runs full-funnel LinkedIn Ads programmes for sales-led B2B SaaS companies, typically spending £3,000 to £50,000 per month. That covers thought leader ads, conversation ads, lead gen forms and retargeting, alongside signal-based outbound and founder-led content.

He built Kiin's LinkedIn Ads MCP server, the only agency-operated one in the market. It connects to the LinkedIn Marketing API and lets AI assistants query live campaign data directly, benchmarked against 1,000+ accounts connected to Kiin Intelligence.

The metric argument he keeps making

Most LinkedIn Ads reporting is wrong in the same specific way. LinkedIn's headline clicks figure counts every click type, including likes, comments, shares and profile clicks, so treating it as traffic routinely overstates performance by several multiples.

Phil's position, applied across every Kiin account and report:

• LP CTR (landing page clicks ÷ impressions) is the real click-through rate for feed ads. Total CTR is context, not a traffic number.
• LP CPC (spend ÷ landing page clicks) is the true cost per landing page visit.
• Lead gen form opens are not leads. Only submissions count toward CPL.
• Conversation ads are judged on opens and open rate, not clicks.

Credentials

• LinkedIn Agency Partner
• LinkedIn Marketing API, Standard tier access
• 200+ B2B ad accounts managed
• 1,000+ accounts connected to Kiin Intelligence for benchmarking