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Lead Gen Forms: A B2B marketer's guide on when to use them

By Jennifer Esty  |  March 17, 2022

LinkedIn Lead Gen Forms have been around for years now. They are great way to capture leads from within the LinkedIn platform. They negate the need for a landing page, and they de-risk user drop off when switching from LinkedIn to another tab.

But we get asked all the time, when should you use a Lead Gen Form vs Sponsored Content (or another ad format)?

To help with that decision, we’ve developed a handy decision tree. It’s deceptively simple and, although a little tongue-in-cheek, the principles are genuine.

Ready to start your campaign?

A couple of more things to keep in mind:

Lead Gen Forms are prepopulated with the users details (yay!)

But many LinkedIn users have their personal email addresses as their primary email address and don’t always have up to date information (boo!).

And if you don’t spend time on creating properly targeted audiences and useful content, there isn’t a decision tree in the world that will make those campaigns successful.

Need help from an expert? Get in touch for a free 30-minute consultation.

Google ads optimisation score
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Why your Google Ads Optimisation Score is too high and what to do about it?

By John Woods  |  November 29, 2021

On 24th September 2021, we had the pleasure to host a session on Google Ads Optimisation Score as part of the Leeds Digital Festival

During the virtual event Dr John Woods, Founder and Director of Sharp Ahead, shared his expert observations on B2B paid media best practices. Dr Woods emphasised that, as Google progressively gamifies “good practice” for paid search advertising, we need to bear in mind that what’s good for Google isn’t necessarily good for B2B advertisers. 

You can now watch the full video recording of the event to learn more about:

  • Paid media campaigns
  • Whether automatic bidding beat manual bids set by a human expert
  • If an AI conversion optimiser reduce your cost per lead
  • Should you trust a machine to write your ad copy
  • The good, the bad, and the ugly of Google Ads’ optimisation score and automation.

We would like to thank all the attendees for their active participation and great questions in the Q&A part of the event.

Find out more about our PPC services or get in touch to see how we can help you deliver successful PPC campaigns.

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Are LinkedIn text ads the best kept secret in B2B brand advertising?

By Emma Grimshaw  |  May 20, 2020

The LinkedIn advertising platform has evolved quickly in recent years. What started out as a clunky interface with limited audience options and just a single advert format (the humble Text Ad), has matured into a more refined user experience with sophisticated targeting options that are a treasure-trove for B2B marketers. 

Their newer Sponsored Content ad format is – on paper – better than it’s predecessor in almost every way. Benefiting from a large image or graphic, a generous character limit, a clear call-to-action button, and prominent news feed placement, you can expect a well-performing ad to generate a click-through-rate of 0.35-0.45%, according to LinkedIn.

Side-by-side the original Text Ad format looks somewhat meagre, tucked away to the right of the screen with just 50×50 pixel thumbnail image, 25-character headline, and 75-character description. And with a CTR of 0.12% being considered by LinkedIn as a ‘good’, it might leave you wondering: why even bother with Text Ads at all?

1 – LinkedIn Text Ads are excellent value

On the face of it a Text Ad with 10,000 impressions and 1 click might not feel like value added. But if your campaign is set to bid for clicks rather than impressions, then this should be considered a success. Where else would you be able to get your brand in front of a well targeted audience of B2B decision-makers 10,000 times for less than the price of a cup of coffee?

2 – LinkedIn Text Ads are highly targeted

If you have already created a sleek Sponsored Content campaign, then you’re only a few clicks away from setting up some complementary Text Ads. Your audience has already been defined and refined, so why not utilise this and reinforce your sales-focused messages with brand-building creative? 

3 – LinkedIn Text ads are perfect for brand building

With specialist B2B products and services, there is a good chance that your audience isn’t big enough to run remarketing ads on LinkedIn. Text Ads are a great alternative, enabling you to keep your brand front-of-mind with the same prospects that have likely seen your Sponsored Content ads.

So whilst they might not boast impressive enough CTRs to hinge an entire lead generation campaign on, their power to generate brand awareness for pennies is the reason we think LinkedIn Text Ads are one of the best kept secrets in B2B brand advertising.