Lead Generation Campaigns in LinkedIn Ads: A Complete Guide for e-commerce sellers

Published: June 9, 2025 | Last updated: June 9, 2025

LinkedIn Ads is an effective tool for acquiring clients in the B2B model—as long as you properly implement your marketing strategy, targeting, and build a consistent sales funnel. A successful ad campaign on LinkedIn can lead to the generation of valuable leads, but it requires an advanced approach and a solid understanding of the platform's nuances.

If you run an online store or provide e-commerce services to business clients, you've probably already heard about the marketing potential of LinkedIn. But do you know how to effectively run LinkedIn Ads campaigns to turn clicks into real sales contacts?

In this article, you will learn how to plan and execute a successful strategy for acquiring clients (leads) on LinkedIn Ads using a proven marketing funnel model. We will also advise you on how to segment target groups, which ad formats to use, and what to do to ensure leads actually convert into sales.

This guide is a practical action map for SMEs that want to use LinkedIn not just as a PR tool, but as a real channel for sales and customer acquisition.

Table of Contents

1. What is Lead Generation in LinkedIn Ads?
2. Why is the marketing funnel crucial?
3. Stages of the marketing funnel in LinkedIn Ads
4. How to target your audience?
5. How to create effective ad creatives?
6. Forms and lead automation
7. Frequently Asked Questions (FAQ)
8. Lead Generation on LinkedIn – In a nutshell

What is Lead Generation in LinkedIn Ads?

Lead generation in LinkedIn Ads is an action aimed at acquiring the contact information of potential clients—most often through ads with a lead form, a landing page, invitations to a webinar, or a direct CTA to make contact.

What distinguishes LinkedIn from other advertising platforms is the ability to precisely target based on parameters such as:

• job title and seniority level,
• industry,
• company size,
• specific organizations (e.g., competing companies),
• geographical location (e.g., demographic characteristics of foreign markets).

This makes LinkedIn an ideal platform for B2B marketing efforts and generating leads both in Poland and on international markets.

Why is the marketing funnel crucial?

The marketing funnel is a model that allows you to gradually develop audience engagement—from the first contact with the brand to the readiness to leave their contact information.

How does the LinkedIn Ads system work?

The system operates in optimization mode—if you choose a lead generation goal, LinkedIn shows your ads to people who are most likely to click on forms. This is effective but limited—overheating your target audiences is a common problem. That's why it's worth engaging the audience earlier, before they are ready for conversion.

Basic ad account preparation:

1. Add the Insight Tag to your website using Google Tag Manager.
2. Configure conversion tracking (e.g., Page View, CTA click).

Stages of the marketing funnel in LinkedIn Ads

1. Awareness – building recognition

At this stage, you want to be present in the minds of potential clients. Video is the cheapest and most effective format for gaining attention.

• Campaign type: Video views
• Strategy: broad targeting, a maximum of 20% of the budget
• Goal: building a remarketing list

2. Interest – engaging the user

Your goal is for the user to click on a link, read an article, or react to the content.

• Campaign types: Traffic and Engagement
• Targeting: 2–3 test groups
• Budget: approximately 30%

Use tools like surveys, expert posts, checklists, or e-books as engagement tools.

3. Conversion – acquiring leads

The stage of collecting contact information—through forms in ads, landing pages, or sign-ups for consultations.

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• Campaign: Lead Generation (Lead Gen Forms)
• Targeting: Remarketing groups, decision-making positions
• Budget: min. 50%

How to target your audience?

LinkedIn provides access to over 20 targeting categories. The best of them are:

• Industry + company size
• Job title + seniority level
• Company name (for ABM - Account-Based Marketing)

Tips:

• Combine 2–3 targeting criteria for a precise effect.
• Avoid age/gender targeting—LinkedIn doesn't always have accurate data.
• Exclude your employees and competitors.

If you're just starting, set up a broad group and analyze the data in the Demographics panel of the Campaign Manager to identify the most responsive groups.

How to create effective ad creatives?

Ads with a single image have the highest CTR (source: The B2B House). The graphic should feature a person. The text must be short, benefit-driven, and tailored to the funnel stage.

Examples of psychological triggers in headlines:

• Call to action: "Sign up now," "Book a consultation"
• Numbers/facts: "91% of clients return to our service"
• FOMO: "Only 3 spots left for the webinar"
• Benefits: "We'll transform your team in 30 days"

Forms and lead automation

A well-built form is not only about collecting data but also confirming trust.

Key principles:

• Only the most necessary fields – preferably auto-filling (e.g., email, name, job title)
• Reiterate the value – remind the user what they will gain, e.g., access to an offer comparison, a quote, or a report
• Bullet point list – benefits presented in bullet points create clarity

Automations after lead acquisition:

• Connect LinkedIn Ads with Zapier and automate data entry into your CRM
• Send an SMS with the message "We will contact you within 24 hours" – use a service like SMSAPI
• Add Calendly as a form element—the ability for the client to self-schedule a call

Frequently Asked Questions (FAQ)

1. Are LinkedIn Ads effective with small budgets?

Yes, provided you appropriately divide the budget across the three funnel stages and focus on the quality of leads, not the quantity.

2. How much does a lead campaign on LinkedIn cost?

CPM (cost per 1,000 impressions) can reach 100 PLN+, but well-targeted campaigns bring in leads for as little as 30–70 PLN, especially when using remarketing.

3. Do I have to use lead forms in my ads?

No. You can also direct traffic to your own landing page, but native forms often result in a lower cost per conversion.

Lead Generation on LinkedIn – In a nutshell

Lead generation campaigns on LinkedIn Ads are an advanced tool for B2B marketing. Effective use of the platform requires a well-thought-out strategy—building a marketing funnel, testing target audiences, and creating engaging content.

It's worth using effective automation mechanisms, such as Zapier, SMSAPI, or Calendly, to improve conversion and the quality of contact with the client immediately after they sign up.

Your next steps

• Ensure good targeting using the Insight Tag
• Remember the three funnel stages and assign traffic to each one
• Test ad formats, especially mobile versions of graphics
• Don't forget about remarketing and conversion optimization

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Sources:

• Sprawny Marketing – Marketing Funnel
• The B2B House – LinkedIn Ad Benchmarks
• Gartner B2B Sales Insights