Choosing the right LinkedIn advertising company can determine whether your campaigns generate qualified pipeline or waste budget on clicks that don't convert. With LinkedIn's high costs and complex targeting options, the wrong partner can be expensive.
This guide helps you evaluate LinkedIn advertising companies and choose the right partner for your business.
Focus exclusively on LinkedIn advertising. Benefits include:
Handle LinkedIn as part of broader B2B marketing. Benefits include:
Manage LinkedIn alongside Google, Meta, and other paid platforms. Benefits include:
Individual experts who manage LinkedIn campaigns. Benefits include:
According to Rock the Rankings, a great LinkedIn marketing agency should develop strategy including profile optimization, content calendars, ad campaigns, and outreach sequences.
Questions to ask:
LinkedIn advertising differs fundamentally from consumer platforms. Your partner should understand:
Red flag: Agencies that treat LinkedIn like Facebook—optimizing for cheap clicks rather than qualified pipeline.
The best LinkedIn advertising companies start with strategy, not tactics.
They should ask about:
Red flag: Jumping straight to campaign setup without understanding your business.
You should have clear visibility into:
| Metric | Why It Matters |
|---|---|
| Spend and pacing | Budget management |
| Cost per lead | Efficiency |
| Lead quality | Pipeline impact |
| Creative performance | Optimization opportunities |
| Audience insights | Targeting refinement |
Red flag: Monthly reports with vanity metrics (impressions, reach) without connecting to business outcomes.
Ask for case studies and references from:
Specific questions:
Most common model: agency charges 15-25% of monthly ad spend.
Pros: Aligned incentives as spend scales Cons: May encourage unnecessary spending
Flat monthly fee regardless of spend: typically $2,000-10,000/month.
Pros: Predictable costs, not tied to spend Cons: Less flexibility, may not scale well
Agency paid based on results (leads, conversions).
Pros: Aligned with outcomes Cons: Complex to define "qualified," may encourage volume over quality
Combination of retainer plus percentage or performance bonus.
Pros: Balanced incentives Cons: More complex contracts
Agencies that "also do LinkedIn" may lack platform depth. Look for demonstrable expertise.
No reputable agency guarantees specific lead numbers. LinkedIn performance depends on many variables.
6-12 month contracts are common, but avoid agencies requiring long commitments before proving results.
If pricing isn't clear before signing, expect surprises later. Get everything in writing.
Established agencies have happy clients willing to provide references. No references is a warning sign.
If they propose the same strategy for every client, they're not tailoring to your needs.
Start with 3-5 agencies based on:
Ask each agency for:
Ensure proposals address:
Beyond credentials, consider:
Expect to pay $2,000-5,000/month in management fees for small campaigns, $5,000-15,000/month for mid-sized programs, and $15,000+/month for enterprise-level management. Many agencies charge 15-25% of ad spend. Total investment (fees plus ad spend) should be at least $5,000/month for meaningful results on LinkedIn.
Choose a LinkedIn specialist if LinkedIn is your primary B2B channel and you need deep platform expertise. Choose a full-service agency if you need integrated strategy across multiple channels and want one vendor for everything. Both can work—the key is ensuring genuine LinkedIn expertise regardless of agency type.
Expect 2-4 weeks for campaign setup, 4-8 weeks to gather meaningful data, and 3-6 months to fully optimize performance. Cost per lead benchmarks vary widely ($50-200+ for most B2B), but a good agency should deliver improving metrics over time. Ask about specific benchmarks for your industry during the evaluation process.
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