They’re great at coming up with ideas that just work, and the execution velocity is high enough that we see all of them through. That generates results for us.
$7.83M qualified pipeline in 10 months
Read the AirOps case study
LinkedIn ads agency for B2B tech companies
LinkedIn ads for the accounts you sell to
Frontal is a LinkedIn ads agency for B2B tech companies. We plan, create and run your LinkedIn campaigns, send CRM conversions back to LinkedIn and report the pipeline each campaign brings in.
Illustrative workflow
Worked with 300+ companies
I wanted the outcome of a BDR team, but more efficient and effective.
$300K+ pipeline in 9 months
Read the Teikametrics case study
The Frontal team is everything you’d want in a consulting partner: true experts with both strategic insight and hands-on execution.
20 opportunities in the first 20 days
Read the Playbook case study
Who it is for
You spend on LinkedIn every month and can’t tell what it brings in
For B2B tech companies from Series A onward with a sales team that already advertise on LinkedIn, or are about to, and want a B2B LinkedIn ads agency that judges the ads on pipeline rather than clicks.
Audiences too broad
Targeting by job title and industry reaches people who will never buy, and each click still costs you.
Tired creative
The same ads have run for months because nobody has time to make and test new ones.
Numbers that don’t match
LinkedIn reports its own conversions, your CRM shows the deals, and the two never match up.
What you get
LinkedIn ads management, from audience to pipeline
Our LinkedIn advertising services run inside your own LinkedIn ad account, and we review the results with your sales team.
Audiences built from your CRM
We build audiences from your best customers and your target account list, then adjust targeting using campaign and pipeline data.
Creative that keeps changing
Thought-leadership ads from your founder and team, plus video and carousel ads, tested against each other so the creative never goes stale.
Pipeline, not platform numbers
We send CRM conversions back to LinkedIn and report ad spend, opportunities and attributed pipeline from your CRM.
How it works
How we run your LinkedIn ads
Audit
We review your LinkedIn ad account, audiences and CRM tracking, and agree with you what counts as a qualified opportunity.
Audiences and creative
We build the first audiences from your CRM and target accounts, and write and design the first ads and offers.
Launch and test
We launch the campaigns, test creative and offers against each other, and retarget the people who engage.
Move budget to pipeline
We report pipeline by campaign from your CRM and shift budget toward the campaigns that bring it in.
$9.6M Total pipeline from one 90-day campaign
- Return on ad spend: 4x
- Ad spend
- $136K
$9.6M total pipeline from one 90-day ABM campaign for AirOps
AirOps sells to marketing executives who ignore cold outreach. We used Clay to build the account lists, pushed them into LinkedIn Ads and put 80% of the budget into thought-leadership ads. In 90 days the campaign generated $9.6M in total pipeline on $136K of ad spend, a 4x return.
- What changed
- Monthly pipeline went from $536K to $2.9M.
- What we handled
- Account lists in Clay, LinkedIn Ads audiences, thought-leadership ads, retargeting and the HubSpot sync.
Tools
The tools we work in
We start with the tools you have and suggest a change only when it fixes a real problem.
- Clay
- HubSpot
- Salesforce
Frontal is LinkedIn Ads Certified, a HubSpot Solutions Partner and a Salesforce Partner.
How to start
Start with a three-month engagement
We start with a three-month engagement. The scope, milestones and owners are written into a statement of work before anything starts, and ongoing terms are agreed before work begins.
First week
Kickoff and access
We hold the kickoff call, get access to your LinkedIn ad account and CRM, and agree with you which accounts and buyers the ads should reach.
What you do One kickoff call, and access to your ad accounts and CRM.
First month
Audit and setup
We review your ad account, audiences and CRM tracking, then set up conversions and reporting so each campaign can be followed to pipeline.
What you do Agree with us what counts as a qualified opportunity.
First three months
Launch and improve
In month two we launch the first campaigns and creative tests. In month three we shift budget toward the campaigns that bring in pipeline and plan the next tests with you.
What you do Approve the audiences and ads before they go live.
Ongoing
Talk with an operator
Bring your current setup, and we’ll walk you through how the first three months would look for your team.
What buyers ask
What does a LinkedIn ads agency do?
A LinkedIn ads agency, or LinkedIn advertising company, plans, creates and runs your ads on LinkedIn: the audiences, the creative and offers, the budget and the reporting. We also send CRM conversions back to LinkedIn, so the reporting shows pipeline from your CRM, not only LinkedIn’s own numbers.
How much does it cost to do ads on LinkedIn?
LinkedIn ads are sold in an auction, so the price depends on your audience, your bid and how relevant LinkedIn rates your ad. LinkedIn’s own minimums are $10 a day per campaign and $100 over the life of a new campaign, and you choose to pay per click, per thousand impressions or per send. Ad spend is separate from our fee.
Source: LinkedIn, Making the most of your budget (opens in a new tab)
How much should I budget for LinkedIn ads?
Start from how many accounts you want to reach and for how long, then check it against LinkedIn’s own testing guidance: an A/B test needs at least $20 a day and $700 in total over 14 days, and LinkedIn recommends 21. We set the budget with you before launch.
Source: LinkedIn Help, A/B testing best practices (opens in a new tab)
Are paid LinkedIn ads worth it?
For B2B companies they can be, because LinkedIn lets you target by company, job title and seniority. They pay off when you judge them on pipeline in your CRM rather than on clicks: for AirOps, one 90-day campaign generated $9.6M in total pipeline on $136K of ad spend.
What is the 95-5 rule on LinkedIn?
It’s a rule of thumb from research by Professor John Dawes for the LinkedIn B2B Institute: up to 95% of B2B buyers are not in the market at any one time, and only about 5% are in a given quarter, because companies change most providers only every few years. For LinkedIn ads, it means most of your spend reaches people who will buy later, so the ads need to be remembered when they do.
Source: LinkedIn B2B Institute, The 95:5 rule (opens in a new tab)
Can you target specific companies on LinkedIn?
Yes, when the audience is large enough for LinkedIn to run it. We build audiences from your target account list and your CRM. For a named-account program that also coordinates outbound and sales follow-up, see Account-Based Marketing.
Can you take over from our current LinkedIn advertising agency?
Yes. We review the campaigns that are running and fix the biggest problems first.
How do you measure success?
We agree what counts as a qualified opportunity before launch, then report ad spend, opportunities and attributed pipeline from your CRM. We don’t guarantee leads or pipeline, and we adjust the campaigns when the numbers fall short.
Let’s grow your pipeline together
Bring your current campaigns and numbers, and we’ll tell you what we’d test next.