# How to Use LinkedIn Ads for Account-Based Marketing: The Ultimate Guide

> In late 2024, our team at Userpilot kicked off our first ABM program ($900,000+ in pipeline and roughly $8 in pipeline per dollar – these numbers are still changing as we are still running ABM).

Author: Emilia Korczynska
Published: 2025-08-22
Updated: 2025-11-18
Categories: Build & Optimize
Source: https://zenabm.com/blog/linkedin-ads-account-based-marketing

---

![How to Use LinkedIn Ads for Account-Based Marketing: The Ultimate Guide cover](https://cdn.zenabm.com/media/How-to-Use-LinkedIn-Ads-for-Account-Based-Marketing-The-Ultimate-Guide.jpg)

In late 2024, our team at [Userpilot](https://userpilot.com/) kicked off our first ABM program ($900,000+ in pipeline and roughly $8 in pipeline per dollar – these numbers are still changing as we are still running ABM). None of us had run ABM before, and our ACV only recently justified it, so we learned fast and in public. If you’re wondering how to use LinkedIn ads for account-based marketing, this walkthrough shows the exact path we took.

For five years, we grew entirely via inbound, mostly organic search. At the 2024 peak, we shipped up to 150 pieces a month and saw 235,000 monthly visitors. Then SEO turbulence hit, updates kept rolling, SERPs jumped around, and traffic drifted back toward baseline.

As the product matured and [prices](/pricing) climbed in 2024, our SEO-led conversion rate slid. The channel still worked for lower-ACV sales, less so once deal sizes rose and cycles got longer. In July our CEO flagged a silo problem across marketing. Time to align around one motion and commit to ABM.

## The fundamental questions to settle before your first ABM campaign

ABM is unforgiving. Tactics are scarce, playbooks vague, and few teams share specifics like formats, budgets, or ROAS.

![Phone screenshot of an ABM ebook highlighting how to combine a scrappy tech stack with creativity for plays](https://cdn.zenabm.com/media/AD_4nXcrSkhlsloN5_0lFiAIiF_k8yttBGkkBSkpU-aBcVILXdJo_IccngS0z54g7eeqxcsf2gitfx77bB6HbLP5sNuQnyNIQV3pQZEaShtPZZaEtbYzPXGxEi6QFZClwTfOgIxaicrNeQ)

*Busting Silos by Hillary Carpio*

Before you start, answer these:

**Goals:** What outcomes and KPIs matter per campaign, and which leading indicators (CPM, CTR) will tell you early if you’re on track?

**Personalization model:** One-to-many, one-to-few, or one-to-one?

**Stages and scoring:** Which funnel stages will you use, where are the ***thresholds***, and how will you score accounts against them?

**Duration:** Campaign length and evaluation cadence.

1. **Channels:** Where will you reach accounts with your content?
2. **Targeting:** Which lists and in what order? What’s the ICP and how many personas?
3. **Content and messaging:** What assets and formats will you run, how will you ***read intent***, and when do BDRs engage?
4. **Budget and resources:** Monthly budget, realism vs goals, and the skills required to execute.
5. **Measurement:** Where will performance live and who owns the dashboard?
6. **Tools:** What supports list building, targeting, production, distribution, and project management?

You won’t know every answer on day one. We learned by shipping, measuring, then tightening. Use our notes to skip avoidable mistakes.

## ABM goals, setup, personalization level, and duration

We began with one-to-many LinkedIn advertising to surface intent inside our SAM, then graduated warm accounts to more solution and product messaging and eventually [BDR outreach](/use-cases/bdr-outreach).

The key question was timing. When does an account move stages, and what score earns a pass?

We mapped ABM stages to the awareness funnel and leaned on [Kyle Poyar](https://www.linkedin.com/in/kyle-poyar/)’s “[GTM metrics 2.0](https://www.growthunhinged.com/p/your-guide-to-gtm-metrics-20)” with ABX benchmarks to set thresholds and goals.

![Infographic of ICP accounts by GTM stage, from 77% identified to 4% customers, for measuring ABX](https://cdn.zenabm.com/media/AD_4nXdo43YVWNK7dl3nVTv1OYescfWGyX4CSAseW8xov8LQrpOGm_AKlgCsRYKZYeJ-B20XGKtWBLODU6H3zwA9rNfafqgw8DAmZDhTaXmkZT8K62rgb8VWamSiPGG75Qtj3tTW0QUs)

That helped us define:

    - **Stages**
    - **Benchmarks** for movement between stages
    - **Revenue and budget math** using CPM, CTR, CVR, qualification and close rates, and ACV

We structured **ABM stages** as:

    - **Identified:** all targeted accounts

    - **Aware:** 50+ impressions
    - **Interested or engaged:** 5+ clicks or 10+ engagements
    - **Considering:** demo booked or trial
    - **Selecting:** open deal

![Six-stage ABM funnel from Identified to Customer, with account scoring from 5 to 100 at each stage](https://cdn.zenabm.com/media/AD_4nXdOysOY1qFOezhGyyfkiMCnwFmbDeHsJSIxi3QfLCLwrAtZ6HZAu_ScLYGFuVFtqkmGRcnDP2H9P_W36IMKuA0CTw5JCfc_diqEn1q3cS6yJopF8FF7ygey3HONUGfW8WmBNVlIww)

Content shifts by stage:

    - Identified and awareness: problem and category education
    - Interested: deeper benefits and use cases
    - Consideration and selecting: product, proof, and next steps

The first scoring model mixed web visits and weighted events. Execution was overly complex and reverse-IP deanonymization proved unreliable. Even with a no-index ABM microsite, a \~300-visit path yielded only one identified company, our own.

![HubSpot Buyer Intent dashboard showing a company's page views and unique visitors from account engagement](https://cdn.zenabm.com/media/AD_4nXdtbUhW-TDUlMzeoU431y5fJ8FdVkwqKQBB3CZ1nk8_r_alT3BiQ9DmdFdvoo1WSGpeX15rBkTEwQBzqn-bVQdzyNF0_eycYWcEKUtUnZOOiM8e3smVFVKiD0kPsys4G5O-ijWmBQ)

A [Syft](https://blog.syftdata.com/p/how-accurate-are-site) study showed Clearbit as the most accurate of popular tools, which still wasn’t enough for consistent scoring.

![Syft benchmark of visitor ID accuracy: Clearbit and Leadfeeder lead at 42%, People Data Labs at 14%](https://cdn.zenabm.com/media/AD_4nXcxP8GgQKXlqbJevJ3ATFY5plJwo9HWs96VfWiAXDtoMckm_C68rSICIBy8YoOMSSingUTP0Y65OtcIqqQR9FJ-HRyAZB0ASQSzJMlKkdkKrJ8POlT_Lwj-LL9R__u0FzIivjU2JA)

We simplified. We use **quantitative** [LinkedIn ad engagement in the CRM](/blog/linkedin-ad-data-enrichment-in-crm) for scoring and treat the **qualitative signal** of which campaign groups saw engagement as the basis for BDR personalization. This approach lines up cleanly with **how to use LinkedIn ads for account-based marketing** without overrelying on web deanonymization.

## How do we apply the scores to accounts?

Step one was pushing company-level engagement from [LinkedIn Campaign Manager](/blog/linkedin-campaign-manager-crm-integration) to HubSpot. As of January 2025 this isn’t native.

We started with Fibbler, a low-cost LinkedIn API connector for HubSpot. When we needed campaign-level intent, we built our own pipeline with [ZenABM](/) so both **quantitative** and **qualitative** signals land on company properties.

![ZenABM campaign companies table with Clicks column highlighted, showing which accounts clicked LinkedIn ads](https://cdn.zenabm.com/media/AD_4nXfQcO-d5EwvScSaLJp-N-sv-YCviMjbrr4GQ_Un9vUdV5ujDKj8UKY5GytYYvpeWIFP7WcSXieYLyZialPB7ok5F84XQZvwp6rNJQbJUAEM8rHg9dJa-BKk5TNvK4OXZhy-qtCB)

![HubSpot property settings showing the ZenABM LinkedIn Metrics properties used to sync ad data to the CRM](https://cdn.zenabm.com/media/AD_4nXc98NWyl4yQwuYvlFJ9c0WeotbAIilDN2nzENKN4tOK84A_0X5xDcmYPPioCp6Y26KjCX3ddikOt5gtLvgVwxtXIIkx92QuQxZZlX2iiAjK_8jTTXcHCPjgTrjS4SsvqYxMqRhTUg)

Campaigns are segmented by intent. We mirror that in HubSpot by assigning matched intents to a multi-checkbox company property using the campaign names from [ZenABM](/). When BDRs create leads, the company’s intents copy down as tags so outreach aligns with what the account engaged with.

Operationally, we push weekly totals into “LinkedIn Ad Engagements – 7 days” and “LinkedIn Ad Clicks – 7 days,” then roll them into **cumulative** properties from the start of a given [ABM](/blog/lean-abm-strategy-linkedin) campaign.

![HubSpot filter showing LinkedIn Ad Engagement properties for 7, 30 and 90 days in CRM contact lists](https://cdn.zenabm.com/media/AD_4nXf2qy7sIpOo3701Ldfcg93TAt2NTSFatZPFL9ijFNZa6-9mMGqW67wI8Kfl8Tn9bxn3DIsF1mYtTR0eQY1Xw5OBAbBJ8l6jp6LpINaduBzzq1BfEDez74kfqav0mZTk1T5fMoeu5A)

![HubSpot properties tracking cumulative LinkedIn Ad clicks, engagements and impressions for CRM reporting](https://cdn.zenabm.com/media/AD_4nXcWFALBMhqPit6n5psegA6yiU-ZK-jPNZEcpjq4cX1qYwW8wPQUqizXXbs_YxE0-Bm2KmW5RNeNffdbANt1alVnD7i_P8bX469vljEXik4Q6qetaWHuuEt7SMyAFQKlyPB0raxGwg)

We then maintain HubSpot Active Lists per stage and per campaign using those cumulative properties.

![HubSpot property showing Cumulative LinkedIn Ad Clicks used in 3 lists with 2,504 companies for ABM tracking](https://cdn.zenabm.com/media/AD_4nXcqc8R-OwP6u2eRFWoObPjnvG-qzooVHVJdZAznKKxw8WdAbeLt_XE7ayN1pkUnqxzVhaEqkGK-FdnCjx33vp2-Wvn7kJsyLTRbbHQcsmcbpvfqmDjBMXhVLH4S7qojvKEK7PXi7A)

![HubSpot list filters showing LinkedIn ad engagement of 10 or more for accounts in the ABM Interested stage](https://cdn.zenabm.com/media/AD_4nXcoMoe65sgxtd87ZyNGgVhThVMuygFM__bu5vjuwx2pPShMB0nivRN4vjo8W9FuG89QrKfYUOM6WvkSSfWprtyMAhBazhM5uqOdQfdSQjCppZR2gjQD4AiNmdDsDzlmu8_wm0LPhw)

A workflow updates the “ABM stage” [company property off list](/faq/see-companies-that-saw-your-linkedin-ads) membership.

![HubSpot workflow updating the ABM Stage property and branching companies from Aware to Customer stages](https://cdn.zenabm.com/media/AD_4nXeg3v8z9lJH7DMtDdrmnS66lGXFhDKnNgFklqflQ3NFH_EHow_OOv-cBizCw5qmZC39fXMRoUKe4jUCeXx-SdkXd7_Yd329WUhu1ehQ4tmAIIk4WSnzBVbdUMEwu-DsDTpe4bN9)

## **ABM goals and budget**

After adopting Kyle’s ABX ranges, we set revenue and ACV targets, then worked backward using our win rates.

Example: aiming for $1M at $50k ACV with 25% close and 75% qualification yields 20 deals and a [target list near **3367 accounts**](/blog/clay-for-target-account-list-building-abm).

Budget depends on CPMs and conversion costs. If 55% reach awareness, 32% of those show interest, and 18% of interested book demos, you need about **107 demos**. With $1100 per conversion your LinkedIn budget is \~$117,700. You can also estimate via CTR and LP CVR. With a 0.4% CTR and 1% LP CVR, you’ll need \~**2,675,000 impressions**. At a $55 CPM, that’s roughly **$147,125**. LinkedIn does not spread impressions evenly, so use caps by account with tools like [Factors.ai](/blog/factors-ai-pricing). Add a 15 to 20 percent buffer.

## **Channels**

We started with LinkedIn Ads. We also built a no-follow ABM destination and plan to retarget via Google’s Display network across a curated set of publications plus Gmail and YouTube through Demand Gen. Direct list targeting on Google underperformed due to low match rates.

## **Account targeting and list building**

The first list reused cold outbound targets that met our win-loss filters. We excluded any closed-won accounts.

![Document of ABM target account criteria for a 2024 Product Drive list, with 1417 selected accounts](https://cdn.zenabm.com/media/AD_4nXdmRDitIJzloss208lAKnOSyTma2uzZb9rlJJQ6nwudoBg0RLSR0maZ2COAgS4X6QGUPznHh1DFMR5zZ9VYR8G7tBRoGcO6u5W7Hhc96j7mP2DvwZEyocFxqQ_DwZW6lTtJXXn5Kg)

The second campaign layered technographics to focus a distinct segment. We used Clay and the BuiltWith API.

![Clay table running BuiltWith tech stack checks on target accounts, with keyword matches found per row](https://cdn.zenabm.com/media/AD_4nXdMKA82w4sJNFhDJ5RsWqXfe5-EcUK8XUQ9UgV7lQpdUoVEoq4VzTsASjz7Rbl1vECvW0cxI-Aa9uJ75a_qn26cpf1e0G1ljKqBMpAy_J8L6UTtw42J8jrnq-iavb0qT77j-2_hmA)

Selection criteria example for a “Session Replay + Analytics” push:

**Firmographic fit**

    - **Company size:** 50–2,000 employees
    - **Revenue:** ideally $5M+ or equivalent funding
    - **Industry:** digital-first companies with PLG
    - **Location:** US, Canada, ANZ, Ireland, Israel, and Western or Northern Europe

**Technographic indicators**

    - **Using or used a {use case} competitor**
    - **On a direct competitor that lacks {feature}**
    - **Redundant stack:** {feature1} plus {feature2}

We also mine CRM data for right-fit accounts previously lost due to missing [features](/blog/terminus-for-abm).

![HubSpot deal marked closed lost for missing critical features, with the prospect choosing Appcues instead](https://cdn.zenabm.com/media/AD_4nXf2TtAFZ7tkEyeRniQ3eZ_i3rBg-i-A4TteZj9N0ruJcTorzLbs2ajWTl0Xa-Uxf9gzah6KT5tDaEQ3KeQ4Yj_0ad8881Thcw1ll80zWXMya7xMYsYzctraTrlf9G7OZk1ED8Mqpw)

Once a list is ready we add accounts to the HubSpot ABM campaign list, update the **“ABM Campaign Name”** property, and set the stage to identified.

![HubSpot workflow enrolling contacts from a list, then setting the company-level ABM campaign name](https://cdn.zenabm.com/media/AD_4nXf0o6nTtLSjctd3H31FzitOMeWLt3rhVuIiYVPLA0HGmdb7bq_obQyw_DwDnzQRZ0e9uJFjeK3ywiduy1Hk0Jbz9hZSwF6zLeWdNQeCqCEwAnzp5nSnxWAo3oK_AIken5T0WIk1qQ)

We prospect PM, UI or UX, PMM, executives, and other relevant personas via Apollo or Clay, enrich for custom fields like Persona and Seniority, then build HubSpot active lists per persona and stage.

![HubSpot contact lists per persona, such as Engineering, Marketing and CXO, for ABM ad targeting by stage](https://cdn.zenabm.com/media/AD_4nXeiJktC_WwB0EHu8-2y3dz0LiBwvrGwmnINEzpYY88tE5Hik6CUzFp9B_RLQKri3IsfCzRSgFXXzof7IHnouK1J4Y1nNvaeFZpTtqaJKIGN9HtpzgSDAylo_eIrykUey-iY6SnIEg)

These lists sync to [LinkedIn Campaign Manager](/use-cases/linkedin-campaign-management-optimization) via HubSpot Ad Audiences for dynamic targeting.

**Note:** You need at least **300 LinkedIn members** matched to start. All must be marketing contacts, or they will not sync.

![HubSpot dialog creating a LinkedIn ad audience from a contact list, with only 62 of 1,091 contacts synced](https://cdn.zenabm.com/media/AD_4nXdUrx4x2aoDx9zR94TfoIqB9lS92vBd5zIoz9CdDXm4WjMFTOrVpUwZFqguIGedqKSZkdCaAv_PcfzTKGzke_galQVnGJP2E48RM04yVSOSFLJyaX2BAPLIQuf3a1YNFzFsekn0DQ)

Audiences usually warm up in about 48 hours. After that, layer LinkedIn targeting filters for precision.

![LinkedIn Campaign Manager targeting screen with a HubSpot account list added as an ABM audience attribute](https://cdn.zenabm.com/media/AD_4nXck0SxEM8jczuEQnK6b_cVILk4S2Q3Pfy2aulhh44JSg84YpNuQ_PwnKck5nZmzHrJw_82eQQfAFuFgMSX1weUUfBwPm4hIQ3Orgz0CMJDhRS_3hwseckKNBQ4FRSCEt0ORVf3m3g)

All accounts start as “identified.” When an account hits a benchmark like 5+ clicks, we pause awareness for that account, move it to “interested,” and enroll it in the next-stage ads automatically.

![HubSpot list of Interested/Engaged ABM accounts with LinkedIn Ads impressions, clicks and engagements](https://cdn.zenabm.com/media/AD_4nXdTkfzncPoUevITr-4fOIkNaH7Nw8C2cq6_8Jq05RknY5wKhQ6DRlFD4mmR3CoxvubtQCJ_OCzObiHf4jHuJuoN3eMfIRcgOoWmCPaoUXK49ndGgR5IospGXbZZGoopZGM73VMa)

Because LinkedIn uses these lists, stage changes flow through to targeting. Messaging stays aligned to where the account is in the funnel and to each persona’s pains and jobs to be done.

Campaign groups map to personas and stages, while campaigns within groups land on specific themes like JTBD, benefits, and proof.

![LinkedIn Campaign Manager list of 11 filtered campaign groups with objectives like Website Conversions](https://cdn.zenabm.com/media/AD_4nXc2Q61FJiF-7_ZyHd-rnCNinMOZ1hvlT8EBJPJkI5H_KuDpYOAy20ZQz0fPCn-vY3si8fdk8dt9EdfXwfR704gL_IlBwQUxDBLYlhc9gNMG-k3mBazh8odf0oKYbBUv231g8Usxkw)

![LinkedIn Campaign Manager list of ABM campaigns with a naming convention by stage, audience and format](https://cdn.zenabm.com/media/AD_4nXeQqDUWn4eQ26JSDKJhjqgORHenc_Ontet3vA2jdolQ1p4O_QpxnvqEMccBB8TxklGkHznBNdIbR2VTRAwNRENu04JdLFk5UsdBVSY0R-LiLlb8IvpbS3f9cRCAZdopEp-pPwd-Zw)

Example: an awareness ad for PMs highlights multiple JTBDs. A consideration ad for PMs shows a case study and the value realized.

![Userpilot LinkedIn sponsored ad example: one platform for onboarding, product analytics and in-app surveys](https://cdn.zenabm.com/media/AD_4nXcuR_mNY-hkIksz60dhQ_QfE4gbV2qeVIynvebftZvUJaf2GKBy1nw_DEMLJgbqcF1wTFKH5QJKuFGQIXsoh2YGzQxOvFMxLBlr45Oy29kmwiRRtS6fzVyqLfwF2DXSX2JIdmZ_yg)

![Userpilot LinkedIn Ad with a Beable product manager testimonial and a Book a Demo call to action](https://cdn.zenabm.com/media/AD_4nXdOzNJbT9iWqYkGcaUw8iZxGOh4PsSt9JD0tFU8CtIL-HBv82P5ER9sA0pY0YK629EUvQwokxDjI-h-nAdA3LhF6QWWbaPR99a5SB-Ai3yz5JLDL7xhBR5XNhX8QrO6VyB72-wShA)

## **Campaign structure and project management**

Our first campaign, “Product Drive 2024,” [targeted 1417 accounts](/blog/measure-linkedin-ad-engagement-target-accounts) that didn’t convert during H1 outbound. We split them [across 8 personas and built LinkedIn campaigns](/blog/automate-linkedin-ad-reporting) per persona with tailored JTBD messaging.

![Notion ABM assets database filtered by persona roles like PM, Marketing and Growth to sort campaign content](https://cdn.zenabm.com/media/AD_4nXdFlHj02pXodvzmtWarCtTRzwr5j-dGc0_l4cralhj5Df0xbI22AVMGXJtm9eBmsAF61d7MLITfXaPPghuO8Uu0nfrB_oWwlsparm_BmI4BtrsR_YGUhK0p1NlzUZ0gDw9vJoOujQ)

![Diagram of LinkedIn Ads ABM campaign structure moving accounts with 3+ engagements into consideration](https://cdn.zenabm.com/media/AD_4nXfK_AcowmERp95oE5WKK6mlvmvQMn9oQVxOwZqTzhXSbp68bzZYyyVLt2Zxmy-SEhudgM-mu03vq5PionPhhSSz0jrSbbN8AXhlLhiGUPvTDU__DmJg_1hfAdW57zCpTw8w_MRwNQ)

Uploading persona lists and pulling company engagement per campaign via [**ZenABM**](/) let us attribute intent and target BDR outreach precisely. We did hit some platform constraints:

- [LinkedIn API hides campaign engagements and clicks](/faq/see-companies-clicked-on-linkedin-ads) within a timeframe if fewer than 3 members or events exist for that account
- **Campaigns** allow one asset type only, so we needed many campaigns
- **Later stages** sometimes had too few matched members per persona to meet the 300-contact minimum

We pivoted to campaign groups organized by **shared intent** instead of persona alone, while still excluding irrelevant personas.

![Diagram of the new ABM campaign structure, grouping target accounts by awareness and engagement stages](https://cdn.zenabm.com/media/AD_4nXeStYi1yX6MaVCX7nuLO4Rt-_29a1XFsONK49Xv42a5HV2woQjmmpMVXIWfqeeGXUxjLN23zIJErkt8W0VvV8lqQ-i6Mpn4LNwrKkKwsPJm247xP-NL1NMTzA7J7ApazEafeOODSA)

This change solved three issues:

    - **Campaign-group** [attribution aggregates engagements across asset-specific campaigns](/blog/9-best-linkedin-ad-attribution-tools), increasing the chance of meeting the 3-event API threshold

    - Asset-specific campaigns still group neatly into meaningful campaign groups
    - Including several personas per group raises member counts at later stages so separate JTBDs still run

## **Project management**

We used Notion databases to manage asset creation, owners, briefs, and graphic requests. Clean naming was critical because we infer intent from campaign names. Our formula concatenated Persona, Asset type, Asset description, ABM stage, and ABM campaign.

    - Persona
    - Asset type: video, image, TLA ad
    - Asset description: benefit or JTBD for intent
    - ABM stage
    - ABM campaign label

![ABM Campaign Assets Database table listing asset types, channels, funnel stages and priority levels for planning](https://cdn.zenabm.com/media/AD_4nXftI2Wbx2UP6NpJQdqHGT7dguQNabl02AAM7gk5G-WKaD18xu8NqiNvRzH9rMTPZK9BEx69pTh8ES0FJX7uK0Rrs0Ot1xXemXlM6C81lkSu78KwgA9ELapEGqED3jMC3MzSKEPZdg)

![Database UI showing an ABM campaigns plan, assets table and cost per conversion formula](https://cdn.zenabm.com/media/AD_4nXdfcj0IP9No5r0bu9qoRJhn4XRXmOobBp0gbdbRX9t5HaesWhHk9KVyQFKcD8B3oBC9xvesYM08MnuvyY6NIrpG8z5awiOGn0irnH9UE_kI5p2s47jgW8jV0F-mDaATDYKYX84_)

We also tracked launch status per asset.

![Spreadsheet titled ABM Campaign Assets Database tracking LinkedIn ad assets by funnel stage and type](https://cdn.zenabm.com/media/AD_4nXctBFv0dgk7LyLrA66A4uiVIPRk9q1EmJJNODLfhovwn6Ed2fDz83v2kwpzb0AzqmUAjG0w-02GovXfm0z7y68cmH89kYx9WtlkwyjH7WxLdSSL4MVTl-COfIYI49vP5ct2ihOKew)

## **Content and messaging, plus intent**

We focused on LinkedIn inventory and mixed formats in this order:

    - Single image ads
    - Video ads
    - Thought Leader Ads
    - DM ads
    - Text ads
    - Document ads

![Asset Type dropdown listing Carousel, Image, Video, Doc and DM options for tracking LinkedIn ABM content](https://cdn.zenabm.com/media/AD_4nXey1ufHiTtPNowtmb4uVO8J0XfiPCp5-0W7A1JloQCUKkoC4x42N9_FbIVmQzZBxsyAovDdt-HqA4xFIN_GEnqOI31ORFjDg-jlJQbss_4ENVehcZ3WRDCTNtNF-CcDMKG2Ih1X0w)

Performance patterns: single image ads drove the highest CTR and lowest CPC to LP, followed by video and TLAs. DM ads were costly per conversion.

![Table comparing LinkedIn ad formats by spend, clicks, CTR and CPM to show which format performs best](https://cdn.zenabm.com/media/AD_4nXfInVHOCC018jiz94iI_HAcPGI--pwoQ-1-zN9xsDNDxSwMqPUpT7t8E7ZjVq0exaW7tqa6VoVEoEp4SU7JABBbOtuzEvLfoc0AmSgkKfArLPI0e9wwjTsXbWONJtQaqOmKUJIxPg)

Text ads are cheap reach but rarely click. TLA CTRs look strong because clicks include reads, profile taps, and tags. TLAs still help with top-of-funnel attention when backed by ICP-relevant voices. We use them in moderation at the awareness stage.

Our per-campaign inventory split covered benefits, features, JTBDs, webinars, audits, education, case studies, testimonials, and demos.

![Table counting ABM ad assets by funnel stage (Aware, Engage, Consider) and format, showing totals per stage](https://cdn.zenabm.com/media/AD_4nXf6Ty9iHcgSb3ZfUtliZj9ZwTtqZ-XcJpq0D-hl0P-u3eIYh-n_IjL038Zdt1figc9nG41dK17bUlA6oAGMCSVCnFXBbv5x-eOnOUX6cboxySE14EgQxDoUtFxhQD-pMMZiDDObOA)

## **What messaging worked best?**

Here are the top [performers from our first ABM run](/blog/running-abm-on-linkedin-the-ultimate-guide):

![LinkedIn image ad performance table comparing two Userpilot ads by spend, impressions, clicks and CTR](https://cdn.zenabm.com/media/AD_4nXfdhtfwL1Y_eElZDnizZtT7PzrXAY5DBq0olXKU-oAWn4593ISJMlV3Ia1gjFCswLhM7hSUmkl2ViE_7oZhanHQ95hE2ynWPsbDhrjaYGufeGyEAPiVzWrd2b6n6Vz2_ZAh7cf_JQ)

![LinkedIn Campaign Manager results table showing Userpilot sponsored ads with impressions, clicks and CTR](https://cdn.zenabm.com/media/AD_4nXeP79pxGPnPHQGfabd1jAK0iQO2DJhDMF9JqNnRM_o5zXHoVUy0Q10e4DoABvw_q4XphHXwma3VBysAsd3RN91xnYx_tbLEncO9wn_0Peul3m-UgVSBJQGavT17QgssozizeOblSA)

![Table of top LinkedIn video ads ranked by video completion rate, showing spend, impressions and CTR for each](https://cdn.zenabm.com/media/AD_4nXfIgxWpmI8hUDB7Y98kF6C99_1gTWRGwnx0Zm5yWgsVgRWldtDPn7jkLX0zWDlCvidMnu1fKKckPryOlljcQWJ54-6EXotpq7Oa7lYgzCYUo0sGURRw-M9S5SWU_mwnPBPXpjl-)

![LinkedIn ad performance table: Userpilot's Product Analytics Broken video ad with 0.43% CTR](https://cdn.zenabm.com/media/AD_4nXfsUlsd_v0BRoGYdm2WAUx8CE38PXRPKLhT3ikqB4uoXAO28IqcpUrdLKLF0lcc6c3jtMphOSvqPqJvMB-2ElRT1ZyWzyUuwpzaC4qNtQzST3DJRlNqUfe-A6ZMb102QskttNRIdA)

Alongside ads, we collaborated with BDRs on email sequences for accounts reaching the “interested” stage.

## **Resources**

We reverse-engineered a budget from revenue targets and stage conversion assumptions. Current burn is about $20k per month. Weekly stage progression serves as a leading indicator for campaign health.

Team setup: ABM manager, Marketing Ops, two designers, a growth or performance manager, and leadership support. You need a strong ops function to make ABM sustainable.

## **Tools**

Most enterprise ABM platforms were pricey and light on proof for our niche, and deanonymization wasn’t reliable enough for scoring. We committed to a stack that fits a LinkedIn-first ABM motion and pushes account engagement into the CRM without heavy data plumbing.

Our current setup:

    - List building: HubSpot CRM, Clay, BuiltWith
    - [Campaign asset management](/blog/abm-campaign-template): Notion
    - Intent recognition and scoring: ZenABM
    - Ad ops, lead flow, reporting, outreach: HubSpot marketing
    - Prospecting: SalesLoft

Total stack cost is about $2500 monthly.

![HubSpot sales workspace showing guided actions and stalled deals to chase after LinkedIn ABM outreach](https://cdn.zenabm.com/media/AD_4nXepU1la4YDsKLnPtdeEktRBTrvNqyCHKpld5YDQADOXbkfzf4H-1KGZbF0N9nl8Wi-iS0YZ7duqaNkwEL73G1Np5-temKZ9_FJdWAaA5somb9UWvyx_nJnK0zacLSoz-b4jsLLs)

## **Performance metrics and reporting**

Benchmarks are hard to compare across companies. We built our own dashboards in HubSpot and track:

    - **Weekly stage progression per campaign** versus benchmark across a 12-week run
    - **Pipeline per dollar** as an efficiency metric. Our target for ABM is about $10 per dollar.
    - **Ad performance baselines** by format using our history and this reference from [the B2B house](https://www.theb2bhouse.com/linkedin-ad-benchmarks/)

We also watch cumulative stage movement, pipeline by account, and weekly BDR sequencing volume.

![HubSpot dashboard showing ABM target contacts and accounts per campaign for account-based marketing](https://cdn.zenabm.com/media/AD_4nXf9TEDQzLmDTKsvTid_1GDUomyhe11RTLRONdcYlBZa19G63mfMsBAfrSejMkAGutsRUZ81aSISvVlPiowrNYSGJgnl1ileNk4A-LxYQUjr9gcudDNYXvUL469n0o-iDsh9r2Gx1w)

![HubSpot reporting dashboard with ABM campaign tables tracking companies and accounts in the pipeline](https://cdn.zenabm.com/media/AD_4nXcAbZszXRUxoO9x6qfpaTf6oDC8vpz_rrE9ihpmM3NCSLysvC0AL5QCEZdA4HplFn1f61Z5k-8NbWV0XDFfEhvDmFirv_THaAjlU06LTmGkgkhXkC-k7Gjk9XhL6vFAeX8lFgSN0Q)

## **Our first ABM campaign**

“Product Drive Campaign” targeted multiple personas and their pains, using Product Drive as the gateway asset. We published about 100 ads across 8 personas and spent $46,791 on LinkedIn media.

## **Our results after 90 days**

**Accounts touched:** 1,417

**Total cost:** \~$52,191 (LinkedIn spend plus tools)

**Pipeline generated:** $440k in 3 months. We launched the second campaign two months after the first started.

**Pipeline per dollar:** $8.43, averaging $12 across both campaigns

**Assets:** \~100 ads across 8 personas (images, videos, TLAs, DMs, text, docs)

**Single-image:** 1,172 clicks, 0.35% CTR, $19 CPC

**Video:** 313 clicks, 0.28% CTR, $24 CPC

**TLAs:** 4.42% CTR, $68 CPC, inflated by non-visit clicks

**Team:** 4.5 FTEs across ABM, performance, MOps, leadership, demand gen or PMM, and design

## **Verdict: does ABM on LinkedIn beat cold outreach?**

Cold outbound alone took twice as long and cost 51% more to create similar pipeline. ABM took heavy ops work but matched the setup burden of outbound, produced pipeline faster, and used fewer human-hours by spreading asset creation across the team. In truth we were still harvesting demand, just more efficiently. Running structured LinkedIn programs is a practical answer to **how to use LinkedIn ads for account-based marketing** at higher ACVs.

Questions welcome. You can [reach me on LinkedIn](https://www.linkedin.com/in/emiliakorczynska/).

## Images

- https://cdn.zenabm.com/media/AD_4nXe4mvpont9U2nstcMaymwak25z5vYAEJYP3WgzBFGXs5p4V9ywEqcyJjxeFKDJMJJQatJ2lnLfooKNijxJCJdUM6Ii75gMhbWCbSYxhf2P4UQktwFUsNVMyaopn6MGMQ2eK7Xj3
- https://cdn.zenabm.com/media/AD_4nXe-_E3FAkvmETs9_RKQE0wdkh7yPAk39oZ4b9bWFQ1eBF_jSrWNKmN4_xJuyGKd9W_DYkLqk285_6bEqtBwhJkxnDzlOiCr8aD1NIbb1Ji8IWjEUeXNAMxiBMKvUL09t3DeRspx