Cold Email Subject Lines That Actually Get Opened
Five subject line formats that consistently produce 40 to 60 percent open rates when your infrastructure is clean.
Read article →
Paid Social · LinkedIn Ads · Meta Ads
Paid Social Advertising That Reaches Decision Makers.
Strategic paid social campaigns across LinkedIn, Meta and X. B2B audience targeting, compelling creative, retargeting sequences and ROAS-focused optimisation across every platform your buyers use.
3.2x
Avg B2B LinkedIn Ads ROI
40%
Avg CPL reduction by month 3
Definition
What is Paid Social Advertising?
Paid social advertising is the practice of running sponsored content, lead generation ads and retargeting campaigns across social media platforms, paying to reach a defined audience based on demographic, firmographic and behavioural targeting. For B2B companies, the primary channels are LinkedIn Ads for top-of-funnel awareness and direct lead generation, Meta Ads for retargeting and lookalike audiences, and TikTok or X Ads for specific audience segments. Paid social complements organic and outbound activity by building brand familiarity with target buyers before direct outreach, and by recapturing website visitors who did not convert on their first visit.
LinkedIn + Meta + X
Primary B2B platforms
3.2x
Avg LinkedIn Ads ROI
40%
Avg CPL reduction by month 3
5 days
Time to first live campaign
Diagnosis
Signs You Need Paid Social Advertising
- Your sales team is spending money on cold outreach but prospects have never heard of your brand, making acceptance and reply rates lower than they should be.
- Website traffic is growing but conversion rates are low, and you have no retargeting programme to recapture the 95% of visitors who leave without converting.
- You have tried LinkedIn Ads internally but campaigns never exited the learning phase because budgets were too low or creative was rotated too infrequently.
- You are spending on paid social but cannot attribute leads to specific campaigns because UTMs, conversion events and CRM integration were never properly configured.
- Competitors are consistently visible in your target audience's social feeds and you have no paid presence to contest that share of mind.
Ideal Fit
Who This Is For
B2B SaaS and Technology Companies
SaaS companies use LinkedIn Ads to reach VP and Director-level buyers by job function and company size, running sponsored content campaigns alongside lead gen forms to generate trials, demo requests and content downloads from qualified prospects.
E-Commerce and DTC Brands
Consumer brands use Meta Ads as a core acquisition channel, building prospecting campaigns on lookalike audiences and running dynamic retargeting to recover abandoned carts and re-engage lapsed customers at scale.
Growth-Stage Companies Scaling Paid
Companies with proven product-market fit and a budget of GBP3,000 or more per month in media spend use Koldconvert to implement systematic creative testing and audience expansion that compounds performance month on month.
Businesses with Strong Outbound Already Running
Companies running cold email or LinkedIn outreach use paid social to warm target accounts before direct outreach lands, increasing reply rates by ensuring prospects have already seen the brand in their feed before the first message arrives.
Deliverables
What You Get
- Audience and Funnel StrategyA documented platform-by-platform strategy mapping your ICP to targeting options and defining campaign objectives by funnel stage.
- Ad Copy and Creative BriefsAll ad copy written for every format and placement, with creative briefs for static assets and video production guidelines where applicable.
- Full Campaign SetupAccount structure, audience builds, conversion event configuration, UTM taxonomy and CRM integration completed before any spend begins.
- Retargeting SequencesMulti-stage retargeting campaigns serving progressively more conversion-focused messaging to website visitors, video viewers and lead gen form openers.
- Weekly Performance ReportsPlatform metrics plus pipeline attribution, showing spend, leads, CPL, qualified pipeline influenced and creative performance across all active tests.
- Biweekly Creative TestsStructured A/B tests run every two weeks isolating one variable per test, with documented outcomes fed back into creative and audience strategy.
- Attribution DashboardCross-platform attribution view in GA4 or HubSpot showing the full path from first paid touch to closed deal, not just last-click platform numbers.
Platforms
Platforms We Manage
LinkedIn Ads
Sponsored content, InMail, conversation ads and lead gen forms. The highest-quality B2B targeting available, reaching buyers by job title, seniority, company size and industry.
Meta Ads (Facebook & Instagram)
Remarketing, lookalike audiences and visual campaigns. Effective for brand awareness, retargeting warm audiences and product-led B2B and DTC.
X Ads
Promoted posts and follower campaigns for thought leadership amplification, event promotion and reaching engaged professional audiences in real time.
Retargeting & Sequential Ads
Cross-platform retargeting sequences that follow prospects from first touch to conversion, serving relevant messages based on where they are in the buying journey.
Our Approach
The Koldconvert Demand Generation Stack
Most paid social programmes treat each platform as an independent channel with its own budget, creative and KPI. Koldconvert's Demand Generation Stack treats paid social as a coordinated system where each platform plays a specific role in moving a prospect from unaware to ready-to-buy. LinkedIn builds awareness and captures intent among cold audiences. Meta retargets visitors who engaged with LinkedIn content or visited key pages. Sequential retargeting escalates the offer based on demonstrated interest, serving a case study to a video viewer and a demo invite to a case study reader. Attribution is built into the architecture from day one, not bolted on after campaigns are live, so every pound of media spend is traced to pipeline rather than disappearing into impression counts.
Process
How We Run Paid Social
01
Audience Strategy
We map your ICP to platform targeting options and define campaign objectives for each stage of the funnel.
02
Creative & Copy
We write ad copy and brief creative assets for each platform and placement, optimised for each format.
03
Launch & Monitor
Campaigns go live with daily budget checks, frequency caps and performance alerts configured from day one.
04
Test & Scale
Structured creative, audience and bid tests every two weeks. Winners get scaled. Underperformers are paused.
Tech Stack
Tools & Technology
Meta Ads Manager
LinkedIn Campaign Manager
TikTok Ads
X Ads
Pinterest Ads
GA4
Triple Whale
Northbeam
Segment
Supermetrics
Meta Ads Manager and LinkedIn Campaign Manager handle platform execution. GA4 provides cross-site attribution and audience building. Triple Whale and Northbeam deliver multi-touch attribution for e-commerce and DTC campaigns where last-click data misleads budget allocation decisions. Segment centralises event data across channels for accurate audience segmentation. Supermetrics aggregates cross-platform reporting into a single dashboard, eliminating the manual effort of pulling data from each platform separately.
Engagement
How We Work Together
Full Management Retainer
We manage all paid social activity end-to-end: strategy, creative, setup, daily optimisation and reporting. Suited to companies spending GBP3,000 or more per month in media with no in-house paid media resource. Minimum 3-month engagement.
Launch and Handoff
An 8-week engagement that builds your campaign architecture, establishes creative testing systems and trains your in-house team to operate the accounts. Suited to companies building internal paid social capability with a proven foundation.
Audit and Strategy
A two-week review of your current paid social accounts, attribution setup and creative performance, delivering a prioritised action plan and relaunch recommendations. Suited to companies with active campaigns that are not scaling as expected.
Results
What Clients Achieve
Paid Social Results
Campaign Performance Benchmarks
3.2xAvg LinkedIn Ads ROI for B2B
22%Avg CTR improvement month 2
40%Avg CPL reduction by month 3
5 daysTime to first live campaign
Industries
Paid Social Advertising for Your Industry
SaaS & B2B Software
SaaS companies run LinkedIn Sponsored Content campaigns targeting VP and C-Suite buyers by job function, using lead gen forms to capture demo requests without directing cold traffic to a landing page that requires high intent to convert.
E-Commerce & DTC
DTC brands use Meta as the primary acquisition channel, combining broad prospecting with Advantage+ Shopping campaigns and dynamic product retargeting to recover abandoned carts at a CPL that remains profitable against average order value.
FinTech & Payments
FinTech companies run LinkedIn campaigns targeting CFOs, Finance Directors and Treasurers with thought leadership content before retargeting engaged viewers with a product-specific offer, building familiarity before direct sales outreach begins.
Professional Services
Consultancies and advisory firms use LinkedIn Document Ads and Thought Leadership Ads to distribute research and frameworks to senior decision-makers, building authority with target buyers before a direct business development conversation.
Consumer Brands & FMCG
Consumer brands use Meta and TikTok for reach and engagement campaigns, combining video creative with retargeting sequences that serve product-specific offers to audiences who engaged with awareness content in the previous 30 days.
Healthcare & Pharma
Healthcare technology companies use LinkedIn to reach clinical and operational decision-makers in NHS Trusts and private healthcare groups, running compliant campaigns that lead with outcomes data rather than promotional claims.
HR Technology
HR tech platforms use LinkedIn Job Function and Seniority targeting to reach Heads of People and Talent Acquisition leads, running benchmark reports and salary guides as lead gen content to capture warm prospects during active research phases.
EdTech
EdTech companies targeting corporate learning buyers use LinkedIn to reach L&D Directors with skills gap research and ROI calculators, converting awareness into demo requests through a two-stage campaign that moves prospects from content to conversation.
Hospitality & Travel
Hospitality and travel brands use Meta's visual formats and audience targeting to reach in-market travellers with dynamic creative personalised to destination, travel date and price point, retargeting search visitors with urgency-led offers.
Real Estate & PropTech
PropTech companies and commercial real estate firms use LinkedIn to reach property investment and development decision-makers, running market insight content and virtual tour campaigns to generate qualified inquiries from senior buyers.
Marketplaces & Platforms
Two-sided marketplaces run separate paid social programmes for each side of the market, using distinct audience targeting, creative and landing pages for supply-side and demand-side acquisition to avoid messaging confusion.
InsurTech
InsurTech companies targeting enterprise risk and compliance buyers use LinkedIn to distribute regulatory briefings and risk benchmark content, building an engaged audience of decision-makers before direct sales activity begins.
Comparison
Koldconvert vs In-House Paid Social
| Factor | Koldconvert | In-House Paid Social |
|---|---|---|
| Time to First Campaign | Live within 5 days of brief sign-off | Weeks of hiring, onboarding and ramp time |
| Creative Testing Volume | Structured biweekly tests, documented outcomes | Irregular, often paused when workload peaks |
| Cross-Platform Benchmark Data | Cross-client CPL and CTR benchmarks informing strategy | Limited to single-account historical data |
| Attribution Setup | GA4, CRM and multi-touch attribution configured on day 1 | Often deferred, leaving historical data gaps |
| Retargeting Architecture | Multi-stage sequences by engagement level and platform | Single-stage retargeting or none configured |
| Cost Structure | Fixed monthly management fee, no headcount overhead | Salary plus benefits plus tool costs |
| Pipeline Reporting | Revenue and pipeline influenced tracked per campaign | Platform metrics only, CRM link rarely maintained |
Koldconvert Perspective
"The single most destructive habit in paid social is optimising for platform metrics rather than business outcomes. LinkedIn will tell you your sponsored content got 50,000 impressions and a 0.6% CTR. That tells you almost nothing about whether the campaign is generating qualified pipeline. We have seen companies spend GBP15,000 per month on LinkedIn with excellent platform metrics and zero attributable revenue. The problem is almost always the same: no clear attribution setup, no distinction between awareness and conversion objectives, and creative that generates clicks from the wrong audience. Paid social is not a media buy, it is a system. Build the system correctly and the metrics follow."
Koldconvert Strategy Team
Buyer's Guide
Questions to Ask Any Paid Social Agency
- How do you configure attribution before campaigns launch? Attribution setup is non-negotiable. A good agency will describe their UTM taxonomy, conversion event configuration process and how paid social data integrates with your CRM. An agency that launches first and sorts attribution later is managing for their own reporting convenience, not your revenue visibility.
- What is your creative testing cadence and how do you document results? An agency running systematic creative tests will describe a specific cadence, the variable being tested per round and how test results are documented and applied. An agency that tests "when we have time" or cannot describe what they learned from the last three tests is not running a testing programme.
- How do you distinguish between awareness and conversion campaigns in your reporting? Lumping awareness and conversion campaigns together in reporting hides underperformance. Ask how they set different success metrics for top-of-funnel and bottom-of-funnel campaigns, and how they decide when to shift budget between the two based on pipeline data.
- How do you build retargeting sequences rather than single-stage retargeting? Single-stage retargeting serves the same ad to everyone who visited your site. A strong agency will describe how they segment retargeting audiences by engagement depth, time since last visit and content consumed, serving progressively more specific offers to warmer audiences.
- What benchmarks do you have for our industry and platform mix? An agency with genuine cross-client experience will give you specific CPL, CTR and conversion rate benchmarks for your industry and platform combination, not generic industry averages from a published report. If their benchmarks are all sourced from the same LinkedIn or Meta marketing blog you can find yourself, that is a gap.
Key Terms
Glossary
- Cost Per Lead (CPL)
- Cost Per Lead is the total media spend divided by the number of leads generated within a campaign period. CPL is the primary efficiency metric for paid social campaigns focused on lead generation, and should always be evaluated alongside lead quality and pipeline conversion rate.
- ROAS (Return on Ad Spend)
- ROAS is the revenue generated for every pound spent on advertising, expressed as a multiple. A ROAS of 3x means GBP3 of revenue was generated for every GBP1 of ad spend. It is the primary efficiency metric for e-commerce and DTC paid social campaigns.
- Lookalike Audience
- A lookalike audience is a platform-generated audience of new users who share similar characteristics to a defined seed audience, such as existing customers or website visitors. Meta and LinkedIn both offer lookalike targeting as a prospecting expansion tool.
- Lead Gen Form
- A lead gen form is a native in-platform form served directly within the ad unit on LinkedIn or Meta, pre-populated with the user's profile data. Lead gen forms remove the need to visit a landing page, significantly reducing friction and improving conversion rates for top-of-funnel campaigns.
- Sequential Retargeting
- Sequential retargeting is a paid social strategy that serves progressively more specific or conversion-focused ads to a prospect based on their prior engagement with earlier ads or website pages. It mirrors the natural progression of a buying journey rather than serving the same ad repeatedly.
- Frequency Cap
- A frequency cap limits the number of times a single user sees the same ad within a defined time period. Managing frequency prevents ad fatigue, where repeated exposure to identical creative reduces engagement and increases negative sentiment toward the brand.
Questions
Paid social advertising, answered
Yes for most B2B businesses. LinkedIn's job title, seniority and company-size targeting is unmatched for reaching decision-makers. CPC is higher than Meta or Google Search, but conversion quality is significantly better for B2B deals above GBP5,000 where reaching the right person matters more than volume.
We recommend a minimum of GBP2,500 per month for LinkedIn Ads to gather meaningful data during the platform's learning phase. Meta retargeting campaigns can work effectively from GBP500 per month. Combined programmes typically start from GBP3,500 per month in media spend.
Yes. We write all ad copy and brief creative assets for every placement and format. If you have a brand designer, we work with them. If not, we produce static ad creative in-house as part of the service.
We configure conversion tracking, UTM parameters and CRM integration before any campaign goes live, so every lead is attributed to the correct campaign, audience and creative. We do not launch without verified attribution in place.
Yes, and the combination consistently outperforms either channel alone. Prospects who see your ads are measurably more likely to reply to direct outreach. We coordinate messaging and timing across both channels to maximise this compounding effect.
Koldconvert paid social management fees start from GBP1,200 per month plus media spend. The management fee covers strategy, creative, setup, optimisation and reporting. We provide a fixed-scope proposal based on platforms, volume and campaign complexity required.
LinkedIn Ads typically take 4-6 weeks to exit the learning phase and produce stable performance data. Meta campaigns optimise faster, often within 2-3 weeks. Expect CPL improvements of 20-40% between months 1 and 3 as creative and audience tests accumulate.
In-house makes sense once you have a dedicated media buyer with platform certifications and a creative team to support testing volume. An agency is faster to results, brings cross-client benchmark data and runs systematic creative tests that internal teams rarely have bandwidth to sustain.
LinkedIn is the primary B2B paid social platform for top-of-funnel awareness and lead generation among senior decision-makers. Meta is most effective for retargeting warm audiences and lookalike expansion. The right mix depends on your buyer profile and average deal value.
Koldconvert manages paid social campaigns for SaaS, FinTech, professional services, e-commerce and DTC, HR technology, healthcare, consumer brands and any company with a defined audience reachable through social platform targeting.
We run structured A/B tests every two weeks, isolating one variable at a time: headline, visual, offer or audience. Each test has a defined hypothesis, a minimum spend threshold for statistical confidence and a documented outcome that informs the next test iteration.
We configure last-click attribution in each ad platform for platform-reported metrics, but supplement this with UTM-based multi-touch attribution in HubSpot or the client's CRM. For B2B with long sales cycles, we track pipeline influenced rather than relying solely on platform conversion counts.
Ready to turn social into a lead machine?
Book a strategy call. We will audit your current paid social activity and identify the fastest path to qualified pipeline.
Related reading
Outbound articles & guides
Outbound
Outbound
How to Build a B2B Prospecting List That Actually Converts
Why most outbound fails at the list stage, and the Apollo plus Clay plus verification stack that fixes it.
Read article →Outbound
Multi-Channel Outbound: Email, LinkedIn and Calls Together
The surround-sound sequence that combines all three channels into one coordinated flow that books more meetings.
Read article →