Hi! This is Hunting Leads, a newsletter for B2B founders and marketers. If this was forwarded to you, you can subscribe here.

Hi! This is Moby.

I’ve chatted with 4 B2B founders this week about getting started with LinkedIn ads.

And I’m going to tell you what I shared with them.

What you can expect today:

  1. The best ad type = promoting your own posts (and why)

  2. Writing new posts for ads or reuse older ones

  3. Roundup: ChatGPT ad, great events, and a concerned citizen

Enjoy.

P.S. I’m hosting a live session for B2B founders & marketers on how to run LinkedIn ads successfully. It’s $97 for this first version, and there’s only 5 slots available. If that’s interesting to you, please reserve your spot here.

Promoting Your Posts = The Best Ads Right Now

Regular LinkedIn ads, i.e. ads coming directly from a company, are overrated.

What’s working BEST right now is promoting posts from profiles, aka Thought Leader ads.

Yes, posts being promoted. It’s like 2016 Instagram all over again.

Dollar for dollar, these ads give you some of the highest ROI on the platform, and are what I’m focusing 80% of client’s budget on.

You're likely seeing these type of ads more in your feed right now:

The very first client I went all in with this strategy made 375% of their money back within 60 days.

Here’s why:

  • It takes a few seconds for people to realize they’re reading an ad

  • You build trust faster because it’s human-to-human

  • LinkedIn charges you the same per impression as some of it’s cheapest ad types

  • Engagement is OFF the charts (legitimately 2-8x of company ads)

  • Since cost per impression is low, and engagement is high, Cost per click (CPC) is lower

  • If someone sees your post, reads through it, decides it’s interesting, clicks through to a website, AND then grabs a time with you… they have a lot more intent to actually show up to a meeting

Here’s a visual you can reference. I’m very proud of this:

[Live Session Announcement] How to Run Successful LinkedIn Ads for B2B SaaS and Services

It’s $$$$ to hire me to build, execute, and manage your paid ads program end-to-end.

That may not be right for you, right now or ever, but now there’s other ways I can help.

For the first time , I’m sharing everything important that I know in this live session: How to Run Successful LinkedIn Ads for B2B SaaS and Services

It’s limited to only 5 slots so that it’s collaborative. Reserve your seat here.

​If you implement even 20% of what we talk about, you WILL save $$$ this year alone on LinkedIn ads.

​What you can expect:

  • ​Breakdown of LinkedIn ad types and which ones are useful or suck

  • ​The playbooks/tactics which sadly don't work anymore

  • The 3 main playbooks/tactics which do work to get leads and pipeline

  • How to structure your ad spend, campaigns, and tests for maximum efficiency, i.e. lower cost leads

​Guarantee: I'm very confident this will save you thousands of dollars easily. If you come out of this session and hated it, you get your money back instantly.

Hope to see you there!

Reserve Your Spot

So… What Posts Do You Promote?

You have 2 options:

  1. Write new posts with the intention of turning them into ads

  2. Use already-published posts (after some light editing)

Regardless of what you’re doing, use standard LinkedIn-post practices:

  • Make it about them in the first 50%

  • Use line breaks to make it easier to read

  • Lead with a hook, i.e. short sentence that makes a claim or pinpoints the problem

  • Write as if your prospect is an intelligent person who understands their space deeply and can sense BS

  • Write as if your prospect feels the pain of their problem enough that they will read something that is thoughtfully written

If you’re writing brand new posts for this person (could be you, the founder, CEO, salesperson, SME, whoever), you want to think about:

  • How can I make the first 50% of this post be helpful to the specific person we want to reach?

  • How can I share the value of what we offer in the next half?

  • Adding a link to the next step (ideally, a meeting schedule) as P.S. If you want to talk about X, grab a here: [LINK]

If you’re editing older posts (could be 2 days or 2 months old, doesn’t matter), you can:

  • Edit it at the end with a link to the next step (ideally, a meeting schedule) as P.S. If you want to talk about X, grab a here: [LINK]

What to expect and then execute:

  • A few people will DM you

  • A few people will use your link to book a meeting

  • More people will do nothing (like in all ads), and you can reach back out to profile viewers that are obviously coming from ads, and start a conversation

  • You can also run Conversation Ads to the same audience at the same time. This way, they’re seeing you in their feed AND getting DMs from you.

Hope this helps. If you want to see this be part of a larger strategy, consider grabbing a seat in How to Run Successful LinkedIn Ads for B2B SaaS and Services.

Practical Pro-tip

You do NOT want to click “Boost” on a post to promote it. If you do so, LinkedIn will give you a lot less control over target audience, bidding, and overall cost. It’s not worth the money.

Instead, you want to build a campaign within LinkedIn’s campaign manager, and pull in the post there.

This way, you can finely control audience

Weekly Roundup

🗣️ B2B Chatter

🗓️ Events Worth Checking Out

🔁 On Repeat

  • Hung out with friends this last weekend and picked up A Street I Know by Skrillex, Eli Keszler

  • I should probably share the books I’m reading, because I consume fiction like a monster. Mostly fantasy (think: magic, elves, swords, warring realms). One of my favorite fantasy series this last year has been Immortal Great Souls - one of the wildest premises I’ve ever seen in a series. Solid read.

  • I’m planning on rereading Ordinary Men: Reserve Police Battalion 101 and the Final Solution, which breaks down exactly how militaristic groups can become more aggressive and deadly over time, and it’s happening with ICE right now. 2 American Citizens killed in 2 weeks? What the f*ck?

- Moby | Austin, TX | Connect with me on LinkedIn

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