LinkedIn Ads that reach decision makers
LinkedIn is the only channel where you can deliberately address the managing director of a 20-person Swiss trade business. A click there costs a multiple of Google – and it is worth it when the offer matches the job function. When it does not, LinkedIn is the most expensive way to spend money.
In short
LinkedIn Ads are paid placements in the LinkedIn feed, the inbox and the sidebar. What sets the platform apart is the audience: you select by job function, company size, industry and seniority – data people maintain themselves, because their career depends on it. For Swiss B2B that means an audience of 2,000 people who are all decision makers, instead of 200,000 of whom 300 qualify.
- Audiences by job function, not by interest
- One offer per ad group, never two
- Lead forms with at most four fields
- Minimum audience of 300, or nothing runs
- Not a franc of budget before measurement works
What we do for LinkedIn Ads
From the audience to the report, with nobody in between:
- Audience matrix by job function and company size
- Campaign structure: one offer per ad group
- Ad copy written for a Swiss business audience
- Lead generation forms with four fields
- Imagery and document ads in your brand system
- Retargeting of website visitors
- Audiences built from your customer list
- Conversion tracking through to the meeting that happened
- Monthly report with cost per enquiry
- A stop condition agreed before launch, not after
What makes the difference
Three things that decide more on LinkedIn than the budget does:
- We tell you beforehand whether your offer carries on LinkedIn – some do not
- One ad group carries exactly one offer; two offers halve the learning rate
- The intro text stays under 150 characters, because LinkedIn truncates after that
- The form asks four things, not nine – every field costs completions
- We measure through to the meeting that took place, not to the click
- No automatic spend: every budget increase needs your approval
Who LinkedIn Ads work for
And who they do not work for – that belongs in the answer:
- B2B service providers with an order value from roughly CHF 5,000
- Businesses addressing a nameable function: management, IT leadership, human resources
- Companies hiring – job ads reach people here who are not searching
- Providers of services that need explaining, where a document convinces more than a landing page
- Not suitable: offers below CHF 1,000 order value and anything consumers buy
How we work
First conversation
Free of charge. We look first at whether LinkedIn is the right channel for your offer. In roughly one in three conversations the answer is no, and then we say so.
Audience and offer
Which function, which company size, which industry. And the one offer that function cares about – not your service catalogue.
Measurement first
Conversion tracking, form connection, meeting feedback. Before the first franc, because advertising without measurement is bought clicks without insight.
Approval and launch
Daily budget cap, run time and stop condition in writing, approved by you. Only then does the campaign run.
Operation and reporting
Four numbers a month: spend, enquiries, cost per enquiry, meetings that happened. Plus what we do with them.
Common questions
Why ALPENIQ
We run LinkedIn for ourselves, under the same rules we hand you. What does not work for us, we do not recommend to you.
And we say the uncomfortable half: the most effective thing on LinkedIn is organic posting from personal profiles, and there is no API for that. Ads are the automatable part, not automatically the stronger one.
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