Part of Digital campaigns
LinkedIn advertising
We reach the people who decide on your purchase.
The most expensive channel there is, and sometimes the only one that works. Campaigns targeted by job title, sector and company, set up by someone who first checks whether it's worth it for you.
What you get
Reach with people you can't address separately on any other channel, and an honest answer on whether that reach is worth its price.
What is LinkedIn advertising?
LinkedIn advertising is paid advertising on LinkedIn, where you can reach people by job title, sector, company size and seniority. WIT.agency sets up and manages those campaigns: we decide which job titles to reach, choose the ad format that fits your offer, guard the budget, and measure what it delivers. We also say when another channel reaches the same audience more cheaply.
It's also called B2B advertising or LinkedIn Ads. It differs from Meta advertising: there you target interests and behaviour, here you target who someone professionally is. That difference explains both the power and the price of this channel.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“Our audience is twelve hundred people across the whole country.”
On LinkedIn you pay for precision. The question is whether what you sell carries that price, and we run that calculation before anything gets built.
What we look at
Four parts. And the calculation first.
LinkedIn is expensive enough to earn an upfront calculation. A click costs a multiple of what it does elsewhere, so the question isn't whether it works, it's whether what you sell carries that price.
Audience
Which job titles actually decide?
Usually more of them than expected, and different from what you assumed. Too narrow makes it unaffordable, too broad makes it pointless.
Offer
Why would someone click right now?
On LinkedIn nobody is buying. Without something worth leaving details for, you're paying for passersby.
Format
Which ad type fits that step?
A post in the feed, a form that fills in on the spot, or a message in the inbox. Each has a different price and a different kind of response.
Measurement
What happens to what comes in?
Leads nobody follows up on are more expensive than no leads. Here the return depends as much on your follow-up as on our campaign.
What it comes down to
From expensive clicks to conversations that lead somewhere.
What's there now
The campaign runs, cost per click is alarming, and what comes in isn't who you were looking for.
After two months, the channel gets switched off again.
What's there afterwards
A sharply defined audience, something worth leaving details for, and measurement that tracks what became of a lead.
Expensive per click, but calculable per customer. That's what offer and measurement deliver together.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
Campaigns that run, plus the calculation that shows whether they get to keep running.
- 01The upfront calculation: what a lead may cost you
- 02The job titles, sectors and companies we target
- 03The ads and the format that fits the step
- 04Measurement that looks beyond the click
- 05A conversation every month about what happened and what's next
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Calculation
We ask the questions and calculate what a lead may cost. If no workable number comes out, it stops here.
at the table
Setup
Audience, ads, format and measurement. Before anything goes live, we explain what's there.
approve
Management
Checking weekly, adjusting audiences, and together tracking what became of the leads.
feed back what sales thinks
Where it varies
For a very small audience, it's about repetition with the same people. Selling something with a year-long decision cycle, we measure on conversations, not customers.
Where it never varies
We never start without the calculation. If it shows another channel is cheaper, we say so.
What it costs
No rate card. One number.
One campaign for one job group is a different job than an ongoing programme across several countries and sectors. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many job groups you target.
One decision-maker, or a buying committee of six with each their own concern.
How big the budget is.
Below a certain threshold, this channel delivers too little data to learn anything.
How many markets or languages.
Each extra market is its own campaign, not a translation of the first.
Whether there's already something to offer.
Does something exist people leave their details for, or does that still need building.
Honestly
Sometimes you need something else.
Your audience isn't business-focused or recognisable by job title.
Look at Meta advertisingPeople already actively search for what you offer.
Look at Search engine marketingYou don't yet know what you have to offer.
Look at Content marketing strategyYou're looking for a report to justify a decision that's already made.
Then we're not the right fitFrequently asked questions
What people ask before they start.
What does LinkedIn advertising cost?
There's no fixed rate, since it varies how large and how spread out your audience is. Price depends on the number of job groups, the size of the budget, the number of markets, and whether there's already something to offer.
Why is LinkedIn so much more expensive?
Because you're paying for precision. You can target by job title, sector and company size, which no other channel can do.
From what budget does it make sense?
There's no magic number, but below a certain threshold you get too few clicks to learn anything, and then you're paying for noise.
Does it work without giving something away?
Rarely well. On LinkedIn nobody is buying, so there needs to be something in exchange for the click: an insight, a conversation, an invitation.
Do we get usable leads?
That depends as much on your follow-up as on our campaign. A lead that waits three days is usually no longer a lead.
Can we target specific companies?
Yes. You can upload a list of companies and advertise to that specifically. It works well if your sales team already runs off a list.
Is this the same as messaging prospects directly?
No. These are ads with an ad budget. Manually messaging people is sales work, and that's not what we do.
Can you tell us if this makes sense for us?
That's exactly what the conversation is for. For about half the questions we get, the answer is that another channel reaches the same audience more cheaply.
Calculate first. Then advertise.
The call where we work out whether LinkedIn advertising makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call