In this episode, Ryan shares that LinkedIn Ads are not a lead generation channel. Google Ads is, because people go there actively searching for a solution. Nobody scrolls LinkedIn hoping to find a B2B SaaS vendor. LinkedIn is a place where people consume content, and it should be treated as a content amplification channel.
Takeaways:
LinkedIn ads are not a lead generation channel. Leads come off the back of them, but that is not what they are for
Google Ads is where people are actively searching for a supplier. So LinkedIn and Google Ads should never sit in the same category
Treat LinkedIn as a content amplification channel, and it changes how you approach it, how you measure it, and what you create
Targeting on LinkedIn is the whole point. Focus on industry, headcount, revenue, location, job title, even hand-picked companies, so your content reaches exactly who you want
This is a demand generation play. 95% of your audience are not in market and nothing will force them, so build familiarity now and be the name they think of when they are
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