Pick a buyer your sales team recognises

Ask sales for a few examples of good customers. Look for common job responsibilities, industries, and company sizes. In LinkedIn Campaign Manager, start with the geography you can sell into and use a few filters that match that profile. Review the estimated audience before you add more. LinkedIn requires at least 300 member accounts per ad set and recommends larger audiences for many formats. The Burnaby team could start in Metro Vancouver with facilities and operations managers. If Campaign Manager forecasts limited delivery, add related job titles such as facilities director or maintenance manager. If delivery still looks too limited, widen to the parts of B.C. or Western Canada the team can serve. LinkedIn audience size guidance

Give the form a reason to exist

Choose the Lead generation objective, create an ad, and attach a Lead Gen Form. LinkedIn pre-fills supported fields using the member’s profile. Ask for the few details your team needs and provide a valid privacy policy URL. The Burnaby team can ask “How many sites do you manage?” to help sales identify buyers who oversee multiple locations. Give readers the worksheet on the confirmation screen so they can map recurring maintenance, assign responsibilities, and spot gaps across sites. First campaign setup · LinkedIn Lead Gen Form requirements

Start with two ads for the same offer. One could lead with the time a team loses scheduling maintenance and the other with what the worksheet helps managers prepare. Keep the audience, objective, and offer steady so you can compare the messages.

Budget for LinkedIn Ads by qualified meeting

LinkedIn says Firebolt went “from a 2% conversion rate to 12% in just four months.” The case describes a shift from lead generation alone to a strategy that also built brand awareness and taught buyers about the product.

LinkedIn’s Firebolt case study

Work backward from what your sales team can afford per qualified meeting. Multiply that ceiling by the share of form submissions you expect to become qualified meetings. For example, if the Burnaby team can spend up to CA$500 per qualified meeting and expects 20% of submissions to lead to one, its target is CA$100 per submission. These are planning assumptions. Use Campaign Manager’s forecast to plan the test and your CRM to judge the results.

Keep the test narrow enough to read. If you have few impressions, look at the audience and delivery. If people open the form but rarely submit it, check what the ad promises and how much the form asks for.

Build the handoff before the first lead arrives

Connect the form to your CRM or assign a person to check and route leads. Submit a test entry and confirm it reaches the right person. The Burnaby team could count a qualified meeting once it takes place with a facilities or operations buyer who oversees multiple sites and has a maintenance planning need the software can address. Report form submissions, leads who fit the target profile, qualified meetings, and sales opportunities in one view. Give sales enough time to contact the leads before deciding whether the campaign deserves more spend.