LinkedIn Ads Agency for Sales-Led B2B SaaS

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Want the 12-minute version?

This is how we actually think about and run LinkedIn Ads for sales-led B2B SaaS, and how one program influenced $1.2M in pipeline.

Like this approach?See what you get on a call ↓

Start with the business case

Stop guessing what LinkedIn should cost.

Before we spend a pound of your budget, we work out whether the maths makes sense, using your numbers and Kiin Labs benchmarks.

The usual forecast

“We'll get you 40 leads a month.”

Generic LinkedIn averages
No ACV
No close rate
No sales cycle
No audience benchmarks
No revenue logic

Based on what?

A Kiin business case

Built from your economics and the market's real costs.

ACV
Demo-to-customer rate
Sales cycle
Budget
Audience CPM
Cost per demo
Show rate
Conservative assumptions

What a business case looks likeIllustrative · $15k/month LinkedIn budget · $12.5k ACV

Demand gen$6KJudged on reach

Demand capture$9KJudged on demos

SalesJudged on pipeline and revenue

10,000Companies reached

180Companies engaged

22Demos

$275KPipeline

7Customers

$15K ÷ $85 CPMKiin panel

1.8% of reachedDreamdata

$9K ÷ $400 × 65% + 8 from salesKiin panel

22 × $12.5K ACVClient data

32% of demosClient rate, halved

Forecast the range, not one number

Conservative14 demos · $175K · 3 customers

Expected22 demos · $275K · 7 customers

Upside34 demos · $425K · 14 customers

The purpose isn't to manufacture a forecast. It's to understand what would need to be true for LinkedIn Ads to make commercial sense. We build yours on a free call.

Book a call →

Already running LinkedIn Ads?

Get your account audited against the market.

Sometimes the campaign is fine and the audience is just expensive. The benchmark shows which.

Benchmark your LinkedIn Ads free →

Median cost per demo lead by targeted job function, from $262 for business development to $700 for product management — Same ask, different audience: cost per demo by job function

Both are powered byKIIN LABS ↓

KIIN LABS Research & intelligence

The research engine behind our media buying.

Kiin Labs analyses aggregated campaign performance across tens of thousands of LinkedIn Ads campaigns. What it finds feeds straight into how we plan, benchmark, forecast, choose formats, evaluate performance and allocate budget.

Explore Kiin Labs research →

Plan accounts
Set benchmarks
Forecast
Choose formats
Evaluate performance
Allocate budget

Thought Leader Ads · reach per dollar →

Conversation ads cost per lead by account quartile, from 495 dollars to 32 dollars — Conversation Ads · cost per lead ladder →

CTV · CPM vs feed, same accounts →

$79MLinkedIn Ads spend analysed

1,000+Advertiser accounts

22,942Campaigns

1.34BImpressions

Most agencies optimise against your previous month. We can also compare you against the market.

Case studiesDoes it actually produce results?

Two accounts. What changed, and what it was worth.

Real client accounts, real numbers. Anonymised until the clients sign off on being named.

Case study 01B2B video production for SaaSJan to Sep 2026LinkedIn + CTV

Before$0pipeline LinkedIn reported, at $300 a lead

After$3M+LinkedIn-influenced pipeline, on flat spend

1
The challenge
Conversation Ads cost $213 to $300 per lead. LinkedIn reported $0 influenced pipeline, because it doesn't record clicks on InMail or video campaigns.
2
What we did
Built a connected funnel of video, Thought Leader Ads, retargeted Conversation Ads and CTV. Tested messages until open rates rose 12 points. Rebuilt targeting per product line. And built a pre-deal exposure model in HubSpot to measure pipeline properly.

3The result

$3M+LinkedIn-influenced pipeline

$1.28MClosed-won revenue across 50+ deals, from $189k ad spend

+124%Leads a month, with spend held flat

Influenced = the company saw LinkedIn ads before the deal was created in HubSpot.

Case study 02Agentic analytics SaaS2026 · NA, UK, UAE, AULinkedIn

Before$455cost per lead · no tracking

After$176cost per lead, rebuilt account

1
The challenge
$455 per lead, $2,500+ a month spent on non-ICP industries, maximum delivery bidding, no funnel separation and no conversion tracking.
2
What we did
A two-week audit, then a clean account: TOFU, MOFU and BOFU groups, manual bids, ICP exclusions and a 300 to 500 company ABM list. Lead forms on Thought Leader Ads. And we fixed the leak between form fill and booked meeting.

3The result

−61%Cost per lead, $455 to $176

196Leads in five months, 52 in the best month

$55CPL on bottom-of-funnel Conversation Ads, 57% of all leads

**Sam Burns**Head of Marketing, Giga Energy

Wall of Love

Really enjoyed working with KIIN. They managed our LinkedIn ads end-to-end and did a fantastic job. They were proactive in identifying issues and opportunities, continuously improving performance, and helping us build a robust growth engine that consistently generated weekly meetings with our ICP. Highly recommend working with them.

Ibrahim AshqarCo-Founder & CEO, Lumi AI

We brought in Phil and his team at Kiin for LinkedIn Ads and they've been incredibly fast, reliable, and knowledgeable. A great partner to work with.

Robin PrendergastHead of GTM, Credit Logic

They really get B2B paid media, we're seeing consistent demos coming in with major companies in our space.

Joe CapocciHead of Marketing & Growth, Huq Industries

We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. They really know their stuff and are super proactive; it genuinely feels like they're part of the team.

Kirsty DaweCMO, Lead Forensics

How we run LinkedIn Ads

One LinkedIn system. Four jobs.

The video goes deep. This is the short version.

01

Create demand

Thought Leader Ads, video, executive content, research, category and problem education.

02

Capture demand

Lead Gen Forms, demo campaigns, retargeting, Conversation Ads, website conversion campaigns.

03

Convert accounts

Track buying-group and account engagement, not just individual leads.

04

Optimise against pipeline

Tie campaign decisions back to opportunities and revenue wherever possible.

We manage frequency, not just launches.

Creative fatigue follows how often people have seen an ad, not how long it's been live. We track it per creative and refresh before performance drops.

Engagement and click rate falling as cumulative frequency rises, indexed to launch

Creative

We make the ads too.

Strategy isn't enough if nobody stops scrolling. We build and continuously test the creative that carries the strategy.

Thought Leader AdsSingle imageVideoResearch & data adsConversation Ads

Phil IlicCEO at Kiin · Promoted

We looked at 1,644 demo campaigns. The accounts with the cheapest demos weren't bidding higher. They were asking in the inbox, not the feed.

Kiin Labs · Report No. 4−57%

cost per demo, inbox vs feed

Thought Leader AdRead report

BrightseamCompliance automation · Promoted

Three security leaders on how they chose a compliance platform, and what nearly made them walk away.

▶

"We'd already picked our shortlist before we spoke to sales."

Video · customer storyWatch

Omar AboushadySponsored · Conversation Ad

Hi Sarah, saw your team is hiring two SDRs this quarter. We put together a 1-page benchmark of what demos cost for companies selling to your buyers. Want a copy?

Send me the benchmarkNot right now

ParcelstackLogistics software · Promoted

Carrier costs up 11% this quarter? See where your freight spend is leaking.

Parcelstack · 2026 freight report1 in 5 shipments is overpaid. Is yours?

Single image adLearn more

Format examples

Attribution

LinkedIn rarely gets the last click.

That doesn't mean it didn't create the deal.

Ad→Lead→Customer

So we look at the whole buying journey:

Direct conversionsAccount engagementCRM dataOpportunity influenceOffline conversionsBuying-group activity

Phil Ilic with Josh Hall at LinkedIn HQ — At LinkedIn HQWith Josh Hall, who's helped us tremendously

Hey, I'm PhilFounder of Kiin

I've spent 8 years inside LinkedIn Ads accounts.

I've personally run LinkedIn Ads for 150+ B2B clients. I write about LinkedIn Ads every day on LinkedIn, the wins, the mistakes and the data behind both. Follow me on LinkedIn →

Then I built Kiin Intelligence, our own LinkedIn Ads platform. It reads the data the dashboard won't show you and benchmarks every account against the market, so we run LinkedIn Ads better than anyone else can. Try Kiin Intelligence →

And I research it deeply. Our Kiin Labs reports are built on $79M of LinkedIn spend, 1,000+ advertisers and 139,231 form submissions. Read the research →

Today the team runs LinkedIn, Google, Meta and Reddit for B2B companies with high ACVs and buying committees. That's all we do.

LinkedIn Ads CertifiedLinkedIn Agency PartnerMarketing API Standard Tier

Why Kiin

Built specifically for complex B2B acquisition.

01

Sales-led B2B specialists

We work with companies where deals are valuable and real sales teams close them.

02

Ex-LinkedIn expertise

Three of the team worked inside LinkedIn Marketing Solutions.

03

Kiin Labs intelligence

Planning informed by $79M of actual LinkedIn advertising performance.

04

Creative + media + measurement

One team responsible for the whole paid acquisition system.

05

Pipeline over vanity metrics

Optimisation tied back to business outcomes wherever possible.

Phil Ilic, Omar Aboushady, Yasmin El-Deeb and Joanna Saunders lead the team. Meet everyone →

PricingOne flat monthly fee

Clear pricing. No mark-up on media.

Media spend is paid directly to the advertising platforms and is separate from Kiin's management fee.

LinkedIn Ads

Management up to $10k a month in LinkedIn ad spend.

$2,500/mo

About £1,900 / mo

Strategy and account architecture
Campaign management
Ad copy and creative direction
Reporting and benchmarking

LinkedIn + Google

Full management across LinkedIn and Google Ads, as one system.

$4,500/mo

About £3,350 / mo

Everything in LinkedIn Ads
Google search: brand, high-intent and competitor
CRM conversions fed back into bidding

All four channels

Full Paid Media

LinkedIn, Google, Reddit and Meta, as one system.

$5,500/mo

About £4,150 / mo

LinkedIn
Google
Meta
Reddit

Book a call →

Not sure which mix you need? We'll recommend one on the call, with your benchmark in front of us.

Add-on

Outbound

End-to-end outbound management, including the tooling stack.

From $4,000/mo

About £3,100 / mo

Add-on

RevOps

A separately scoped engagement, based on what the business needs.

Ask us on the call

Recommended starting point

Start with a 3-month pilot.

3-month initial engagement
£4,000+ a month LinkedIn media budget
Enough time and spend to establish real audience, creative and conversion data

Media spend is separate from Kiin's fee and paid directly to LinkedIn.

No setup feeNo mark-up on ad spendYou own the accounts, creative and data

Kiin LabsOriginal research

The research behind how we run LinkedIn Ads.

Original studies with sample sizes and method, not rewritten LinkedIn best practice.

Report No. 5

What do LinkedIn Ads actually cost?

CPM, CPC and CPL by format, with what moves them.

Read the report →

Report No. 1

The LinkedIn Thought Leader Ads benchmark report

Reach, frequency, fatigue and cost across 516 accounts.

Read the report →

Report No. 4

The real cost of a LinkedIn demo request

268 accounts, $8.25M, and the one lever that held up.

Read the report →

Kiin Labs

LinkedIn CTV benchmarks

What connected TV costs next to feed, on the same accounts.

Read the report →

FAQ

Questions buyers ask first.

How much should we spend?

For most sales-led B2B SaaS companies we recommend at least £4,000 a month in LinkedIn media over a 3-month pilot. That's enough to learn about your audience, creative and conversion rates. The right number depends on your audience size and ACV, which is what the business case works out.

What companies are a good fit?

Sales-led B2B SaaS companies where deals are valuable and a sales team closes them, typically from Series A to mid-market, in the UK, Europe and the US.

How long does LinkedIn Ads take to work?

Most clients see first leads within 2 to 4 weeks and a clear pipeline effect by month 3. Demand creation compounds, so the full effect on pipeline takes longer than a single sales cycle to show.

Do you create the ads?

Yes. Concepts, copy, static ads, Thought Leader Ads, executive content, video concepts and landing-page messaging, tested continuously.

Can you audit our account first?

Yes. We audit and benchmark your account against advertisers targeting similar buyers, and show you what's genuinely underperforming and what's just an expensive audience. You can also run the free self-serve benchmark first.

How do you forecast performance?

With a business case that shows a range, not a promise: conservative, expected and upside, built from your ACV, close rate and audience benchmarks from Kiin Labs.

How do you measure pipeline?

Through your CRM, not just LinkedIn's dashboard. Depending on your stack: UTMs, LinkedIn conversion tracking, offline conversions, company-level engagement and pre-deal exposure matched to opportunities in HubSpot or Salesforce.

Do you only manage LinkedIn?

No. We also run Google, Meta and Reddit as one paid media system, with outbound and RevOps as add-ons.

Can you work with our internal marketing team?

Yes. Most clients have an in-house team. We slot in as the paid media specialists and work to your brand, content and sales processes.

Free30 minutes · no pitch deck · yours to keep

Book a call. Leave with data no other agency can give you.

01

Your benchmark

Your CPM, CTR, CPC, CPL and cost per demo, next to advertisers buying your audience. From $79M of real LinkedIn spend.

BEST 25%MEDIANWORST 25%

02

Your business case

What LinkedIn should cost for your market, and the pipeline range your budget can realistically buy.

03

Your first three fixes

The changes that would move your numbers most, ranked by how much spend each one touches.

Most agenciesCompare you with their own client list

LinkedInCompares you with everyone, in every industry

KiinCompares you with the advertisers targeting your buyers

Book a call →

Running LinkedIn already? We'll bring your benchmark. New to it? We'll build the business case from your ACV and audience.

Not ready to talk? Benchmark your LinkedIn Ads free →

LinkedIn Ads for sales‑led B2B SaaS.

Want the 12-minute version?

Stop guessing what LinkedIn should cost.

Get your account audited against the market.

The research engine behind our media buying.

Two accounts. What changed, and what it was worth.

One LinkedIn system. Four jobs.

Create demand

Capture demand

Convert accounts

Optimise against pipeline

We make the ads too.

LinkedIn rarely gets the last click.

I've spent 8 years inside LinkedIn Ads accounts.

Built specifically for complex B2B acquisition.

Sales-led B2B specialists

Ex-LinkedIn expertise

Kiin Labs intelligence

Creative + media + measurement

Pipeline over vanity metrics

Clear pricing. No mark-up on media.

LinkedIn Ads

LinkedIn + Google

Full Paid Media

Outbound

RevOps

Start with a 3-month pilot.

The research behind how we run LinkedIn Ads.

What do LinkedIn Ads actually cost?

The LinkedIn Thought Leader Ads benchmark report

The real cost of a LinkedIn demo request

LinkedIn CTV benchmarks

Questions buyers ask first.

Book a call. Leave with data no other agency can give you.

Your benchmark

Your business case

Your first three fixes