Think LinkedIn ads are only for big companies with big budgets? Not quite.

In this episode, Louise is joined by Kristian Downer, founder of LinkedIn ads agency DowSocial, to break down Thought Leader Ads: what they are, what they cost, and how to use them without wasting your money on the wrong audience.

Kristian shares the numbers from his own business, including what he spends each month and how he turns that into 50 to 70 webinar sign-ups a quarter. Louise shares the YouTube ads mistake that still has her channel stuck like a tractor in the mud.

If you're already posting on LinkedIn and want the right people to see it, this one's for you.

In this episode

  • What a LinkedIn Thought Leader Ad is, and why "boosted post" isn't quite right
  • Why you need a company page and a company ad account to run them
  • How approval works when a brand wants to promote your personal post
  • Which posts to put money behind (start with what already works organically)
  • The minimum budget: £8 a day, around £240 a month
  • Kristian's own set-up: £500 a month, plus a bigger push each quarter for his webinar
  • How retargeting works for people who watch 25% of your video or engage with your post
  • Using profile views, likes and comments as conversation starters
  • How targeted you can get, and why too small an audience pushes your costs up
  • The quantity surveyor example: cost per thousand impressions nearly doubled, cost per lead halved
  • The "click boost and hope" mistake, and how to avoid it
  • Why the lurkers on LinkedIn matter more than you think


Timestamps

  • 00:00 Intro and how Louise and Kristian work together
  • 02:00 What is a Thought Leader Ad?
  • 03:00 Company pages, ad accounts and approvals
  • 06:00 What kind of post works best
  • 07:00 How much does it cost?
  • 09:30 Turning ad viewers into conversations
  • 11:00 Targeting: how specific is too specific?
  • 13:00 "LinkedIn should be free" and ads that don't feel like ads
  • 17:00 Mistakes to avoid (including Louise's YouTube one)
  • 20:00 Long buying windows and staying front of mind
  • 21:30 What you'll learn in Kristian's workshop
  • 23:00 Where to find Kristian


Connect with Kristian

  • LinkedIn: search Kristian Downer and add a note saying you heard him on the podcast
  • Website: dowsocial.com


Raise Your Visibility LIVE

Kristian is running his Thought Leader Ads workshop in Belfast as part of Raise Your Visibility LIVE.

Details: louisebrogan.com/raise-live

Rss Apple Podcaster
Podden och tillhörande omslagsbild på den här sidan tillhör Louise Brogan. Innehållet i podden är skapat av Louise Brogan och inte av, eller tillsammans med, Poddtoppen.