LinkedIn Ads Management
Reach decision-makers on LinkedIn, without falling into the $200 cost-per-click black hole.
We build LinkedIn Lead Gen, Conversion and ABM campaigns that turn the platform's premium B2B audience into a steady pipeline of qualified leads, without burning your budget on wishful targeting and recycled creative.
Trusted by Australian businesses serious about qualified pipeline.
Verified Google Reviews from clients we currently manage paid campaigns for.
Excellence in every way: Communication, Expertise, Responsiveness, Flexibility, Experienced. I cannot recommend Digital Choice highly enough. We have been working with Stuart and Anna for 4 years. They are masters of their domain and will add real value to any digital business.
I have been working with Stuart from Digital Choice for several years, and I cannot recommend him highly enough. Stuart's deep understanding of the subtleties of the advertising landscape has been invaluable. His guidance and clear communication have been integral to our business growth. Stuart effortlessly breaks down complex concepts, ensuring we have full visibility into the work he is doing and the value he is providing.
Since we run our webshop in Hungary, we were very happy that we don't have to deal with Hungarian translations, they do that for us. The results have been very promising. We have been able to quickly increase the budget without compromising the return on investment, something we have not been able to do with any other partner. I hope we can continue to work together so effectively for a long time to come.
Most LinkedIn accounts are bleeding money in four predictable places.
LinkedIn is the most expensive paid social platform per click in Australia. If your account is not set up tightly, the cost shows up fast. We see these four issues in roughly 9 out of 10 audits.
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01
Targeting that is far too broad
"Marketing Manager" globally, with no industry filter, no seniority filter, no exclusions. CPMs climb to $100+, the leads are unqualified, and the sales team quietly stops following up because they can already tell.
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02
Boosting posts as a strategy
Hitting "Boost" on whatever organic post performed last week is not a campaign. You end up paying premium LinkedIn CPMs to people who would have read the post anyway, with no proper conversion tracking and no audience refresh.
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03
No closed-won data feeding back to the platform
LinkedIn optimises against whatever conversion event you give it. Without offline conversions or CRM-fed signal showing which leads actually become customers, the algorithm scales the loudest leads, not the best ones.
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04
Single Image ads only, ignoring the rest of the toolkit
Most accounts run nothing but Single Image ads and miss Document Ads, Thought Leader content, Conversation Ads and ABM-style targeting. That leaves a huge amount of platform-native engagement on the table.
Two objectives. Every LinkedIn format that drives them.
LinkedIn is a B2B platform. The two outcomes that actually matter are qualified leads and reaching the right accounts. Everything else is a tactic that sits inside one of those two buckets.
Leads
Drive qualified leads at a steady cost per acquisition that your sales team can actually keep up with, using the campaign types LinkedIn rewards most.
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Lead Generation Forms Native pre-filled forms with qualifying questions and instant CRM hand-off. Lowest friction capture for top-of-funnel leads.
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Conversion Campaigns Conversion campaigns to a proper landing page where the lead quality bar is higher and intent matches what your sales team wants to talk to.
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Matched Audiences Upload your CRM list to LinkedIn for re-engagement, win-back and exclusion of existing customers from cold prospecting spend.
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Lookalike Audiences Lookalikes modelled from your closed-won customers, not just any form fill, so LinkedIn scales toward people who actually buy.
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Retargeting Warm-audience retargeting from website visitors, video viewers, page engagers and form abandoners with sensible exclusion windows.
Brand & ABM
Build authority with the right accounts before they raise their hand. Useful for long sales cycles, enterprise targets, and warming a specific company list.
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Sponsored Content Single Image, Carousel and Video ads tuned for the LinkedIn feed, with creative built for the placement instead of resized from elsewhere.
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Thought Leader Ads Promote content directly from your executives' personal profiles. Higher engagement and trust than logo-led brand ads, especially in B2B.
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Document Ads Gated and ungated lead magnets, reports and one-pagers, served natively in-feed with built-in lead capture for the gated versions.
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Account Based Marketing Upload a target account list, layer job title and seniority filters, and run ads only to the people inside the companies you actually want.
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Conversation & Message Ads Inbox placements for high-intent offers like demos and exec briefings, used selectively so they do not become noise to the recipient.
Where LinkedIn shines, and where it really does not.
LinkedIn is brilliant for a specific kind of business and very wrong for others. We will tell you up front which side you sit on, before any spend.
Where LinkedIn shines
- B2B SaaS, professional services and consulting, where sales cycles are long and purchases are considered
- Enterprise and mid-market with deal sizes from $5K and up where the CPL economics work
- Decision-maker targeting by job title, seniority, function, company size and industry
- Account Based Marketing against a defined list of target accounts
- Recruiting and employer brand for in-demand roles
Where LinkedIn does not
- Low-AOV ecommerce and impulse-buy products, where Meta and Google work harder for less
- Local services with sub-$50 jobs, where Google Search and Local Service Ads beat LinkedIn
- Sub-$1K deal sizes in B2B, where the CPL economics rarely add up
- Volume-driven D2C brands, where the audience and placement are wrong fit
- Consumer health, beauty or fashion, better served by Meta and TikTok
Four steps from messy account to predictable pipeline.
No 90-day onboarding marathons. We move quickly because every week of broken tracking or stale targeting is a week of premium LinkedIn spend disappearing.
Audit
Full account, Insight Tag, Conversions API and CRM signal audit. We map every campaign against actual revenue, find broken or missing offline conversions, and surface the spend going to broad targeting or fatigued creative.
Strategy
We agree the conversion events that actually count, set realistic CPL targets for your deal size, and lock in the creative cadence. Every dollar has a job before we go to build.
Build
New campaign structure, tight audience definitions, proper exclusion logic, fixed Insight Tag and Conversions API, CRM integration for offline conversions, and a first wave of LinkedIn-native creative ready to launch.
Optimise & Scale
Weekly active management. Audience rotation, creative refresh, budget reallocation toward winning campaigns, and a steady drumbeat of new content to outpace fatigue. Monthly reporting in plain English.
The LinkedIn stack, fully integrated.
We work natively across the platforms that decide whether your campaigns succeed or fail.
Six commitments we make on every account.
Full account ownership stays with you
Your LinkedIn Ad Account, Campaign Manager, Insight Tag and Sales Navigator seat are yours, on your billing, with admin access. We work inside your assets, not around them.
You speak directly to the strategist
No layered account management. The person reviewing your campaigns and creative is the person you email and meet with.
Transparent monthly reporting
One clear report covering leads, CPL, lead-to-opportunity rate, what we changed, and what we are testing next. No vanity metrics.
Month-to-month management
No 12-month lock-in contracts. We earn the next month by performing in the current one.
Tracking we will actually trust
Before any optimisation, we validate Insight Tag, Conversions API, lead capture and CRM hand-off. If your data is wrong, every decision after it is wrong.
Honest scope, honest pricing
If LinkedIn Ads is not the right channel for your business right now, we will tell you. Saving you wasted spend is more valuable than winning a retainer.
Real qualified leads from the businesses we already manage.
These specific accounts run on Google Ads rather than LinkedIn, but they show how we approach paid lead generation: clean tracking, clear KPIs, and a steady cost per qualified lead you can plan around.
Mr Flood
Rebuilt the account from scratch, consolidated budget on priority keywords, and shut down the irrelevant call traffic.
Mr Flood are flood damage experts based in Sydney offering 24/7 emergency flood repair services for homes and businesses. They reached out because they were not receiving many leads from their campaigns despite the budget, and the calls they were driving were often irrelevant.
Based on our audit, we decided it was best to start completely fresh. We created a campaign structure that consolidated as much data as possible, due to the high industry CPCs, and focused tightly on priority keywords. After the first 6 weeks we increased conversions by 289% while reducing the ad spend by 12%, resulting in a 77% drop in CPA.
Apex Locksmiths
Built the account from zero with proper call and form tracking, then focused on high-margin Search only.
Apex Locksmiths is a trusted, family-owned business providing 24/7 emergency and commercial locksmithing services across Sydney. They partnered with us to build their Google Ads strategy entirely from scratch.
We set up fresh accounts and implemented robust call and contact form tracking so we had complete data visibility from day one. To maximise profitability, we developed a tight Search campaign structure focused only on high-margin services. Over the first 10 months we generated 516 high-quality leads at a steady cost per conversion of $20 to $25.
Mossy's Mobile RWC
Refined targeting with negative keywords, overhauled ad copy to highlight 5-star reputation, held top-of-page visibility.
Mossy's Mobile RWC provides trusted, convenient mobile vehicle inspections across the Gold Coast. They partnered with us in April 2024 after being unsatisfied with their previous provider and facing a dramatic increase in aggressive local competition.
We immediately refined their Google Ads strategy by fixing conversion tracking, consolidating campaigns, and implementing robust negative keyword lists to filter out irrelevant general mechanic enquiries. To combat competitors trying to dominate ad placements, we completely overhauled their ad copy to highlight their professionalism and 5-star reputation, and deployed dynamic bid strategies to maintain top-of-page visibility. Through active management and strategic budget scaling, we increased monthly conversions by 75% while maintaining a stable, profitable cost per conversion.
Common questions before you book a call.
How much should I spend on LinkedIn Ads to start?
LinkedIn is the most expensive paid social platform per click in Australia, so the floor is higher than Meta or TikTok. As a rough guide, most B2B accounts we onboard start somewhere between $3,000 and $10,000 per month. Below $3,000 the data takes a long time to learn from. We will give you a realistic budget recommendation in your free audit, including what we expect that spend to return.
What types of businesses are LinkedIn Ads best for?
B2B with a deal size from roughly $5,000 and up. Professional services, consulting, B2B SaaS, agency services, recruiting and enterprise software all tend to work well. If your typical sale is under $1,000, the LinkedIn CPL economics rarely add up and we will usually steer you to Meta or Google instead.
How long until I see results?
B2B sales cycles are longer than ecommerce, so we set expectations accordingly. You will typically see lead volume in the first 4 to 6 weeks once tracking is fixed and structure is rebuilt. Real pipeline impact, the kind that shows up in your CRM as opportunities and closed deals, usually takes 3 to 6 months as the algorithm learns from your closed-won data.
Do you produce the ad creative as well?
Yes. Creative is at least half of LinkedIn performance, especially Thought Leader content from your executives. We brief and produce statics, carousels, video, Document Ads and Thought Leader content with your team, so the account never stalls because the same three ads are still running.
Who actually owns the ad account?
You do. Always. Your LinkedIn Ad Account, Campaign Manager seat, Insight Tag and any Sales Navigator licence are set up under your business, on your billing, with you as admin. We are added as a managed user. If we ever part ways, every campaign, audience and creative asset stays with you.
Do I need to sign a long-term contract?
No. Our LinkedIn Ads management is month to month. We do not believe in locking clients into 12-month deals to protect retainer revenue. If we are not delivering, you should be free to leave.
Find out exactly where your spend is leaking.
Send through your account and we will run a full audit at no cost. You will get a written report covering wasted spend, tracking gaps, audience issues, creative fatigue and the highest-impact fixes we would make in the first 30 days. No obligation, no high-pressure follow up.