Through eight years within the lead generation sector I have assisted businesses to find high-quality clients. I have tested many different platforms in my eight years but LinkedIn stands unequivocally superior for B2B lead generation purposes. I’ll give you top new strategies to generate leads on Linkedin. As a platform LinkedIn provides businesses best-in-class audience targeting features that enable them to accurately reach targeted industry professionals and executive decision-makers with accuracy.
Many organizations have attempted LinkedIn Ads without achieving desired outcomes and now claim they failed with LinkedIn advertising. You share a similar encounter with many others in this situation. Numerous businesses struggle to maximize LinkedIn's potential since they adopt wrong strategies during their use of the platform.
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Companies regard LinkedIn Ads as identically to Google Ads or Facebook Ads yet they measure success from the same perspective. Lead acquisition on LinkedIn depends on both a different perspective along with a strategic framework to be successful.
6 Top New Strategies to Generate Leads on LinkedIn
The following guide features my six top new strategies to generate leads on Linkedin which produced successful results for my clients and myself when using LinkedIn Ads. These tested strategies work because I have utilized them with my clients to generate qualified leads while boosting conversion performances.
1. Reset Your Expectations
The major reason behind LinkedIn Ads failure occurs when businesses set expectations beyond achievable levels. The operational model of LinkedIn stands apart from Google Search Ads and Facebook Ads because its users exist in different stages of intent.
Users on LinkedIn normally don't seek immediate buying opportunities during their professional activities. Users on LinkedIn perform three main actions which include web browsing while they connect with others and view industry-related information.
Companies experience unsuccessful direct pitches and demos through LinkedIn Ads because the platform functions outside buying behaviors of professionals who interact with ads as a passive group. Use LinkedIn as a space to build both awareness and relationships because it lacks potential for immediate conversions.
So, what kind of call-to-action (CTA) works best? My professional experience demonstrates that LinkedIn works exceptionally well in generating top-of-funnel and mid-funnel interaction. Your best converting offers will give valuable content while requiring minimal dedication from your target audience during the initial contact. Among the lead magnets that work effectively there are these options:
Special industry reports featuring only original content and research serve as effective CTAs.
- Webinars – Educating your audience on industry trends or pain points.
- Infographics & White Papers – Providing valuable, data-driven content.
The cost calculator tool allows potential clients to determine projected expenses or ROI calculations.
- Newsletter signups – Building a long-term audience for your content.
The registration process for professional events serves to invite professionals to suitable networking opportunities.
Interest capture serves as the initial objective before attempting direct product sales to clients. After gaining trust through authenticity you can build sales conversations with leads that you acquired.
2. Don’t Slack on Remarketing
Remarketing stands as a crucial element to transform LinkedIn Ads prospects into full-paying customers because this platform works best for building brand awareness and nurturing leads. Anyone who does not implement remarketing campaigns is omitting potential business earnings.
LinkedIn provides several advertising options through which businesses can reconnect with users who showed interest in their brand. You can retarget based on:
- People who stop by particular site pages make up website visitors.
- The LinkedIn platform contains two main types of audience: users who interact with your LinkedIn advertising content and your LinkedIn company page.
- You can utilize customer or prospect lists through the LinkedIn platform when executing follow-up campaigns.
The drawback to LinkedIn as a platform involves high costs which makes it hard to restrict your remarketing activities to LinkedIn alone. Users who come to your website through LinkedIn have an increased likelihood of visiting Google and Facebook as well as Instagram and YouTube. Use the opportunity to conduct remarketing across multiple platforms by setting up lists in these platforms:
- Google Ads – Display ads to LinkedIn visitors when they search for related topics.
- Facebook & Instagram – Show tailored ads to keep your brand top-of-mind.
- YouTube – Use video retargeting to educate and nurture your audience further.
By following users across multiple platforms, you increase touchpoints and improve your chances of conversion. The goal is to stay visible and reinforce your message throughout their decision-making process.
3. Speak to Multiple Buyer Personas
One common mistake businesses make is focusing on only one decision-maker when, in reality, purchasing decisions often involve multiple stakeholders.
For example, if you’re selling B2B software, your end user might be an IT manager, but the final decision-maker could be the CFO or CEO. If you target only the IT manager, your campaign may generate interest, but without the CFO’s approval, the deal won’t close.
To maximize results, you need to identify and engage multiple personas within your target accounts:
- End Users – Focus on how your product makes their job easier.
- Managers/Supervisors – Highlight efficiency, cost savings, and team benefits.
- Executives (C-suite) – Showcase strategic advantages and long-term ROI.
- Finance & Procurement – Address pricing, cost justification, and value.
Each persona has different pain points and priorities, so tailor your messaging accordingly. Run separate campaigns or segment your audience to deliver personalized, relevant ads for each group.
4. Test Different Lead Generation Forms
A big debate in LinkedIn advertising is whether to use LinkedIn’s native lead gen forms or send users to an external landing page. Both approaches have their pros and cons.
LinkedIn Lead Gen Forms allow users to submit their contact details without leaving the platform, making it quick and seamless. However, some companies prefer external landing pages because they:
- Provide more context about the offer.
- Allow for custom form fields beyond LinkedIn’s default options.
- Help build website remarketing lists for future campaigns.
From my experience, LinkedIn Lead Gen Forms work exceptionally well for top-of-funnel offers, like webinar signups or report downloads. However, for high-ticket B2B sales, a landing page may perform better as it allows for deeper engagement.
Test both options and analyze conversion rates, lead quality, and follow-up engagement to determine what works best for your audience.
5. Get Creative with Ad Formats
Many advertisers only use single-image ads, but LinkedIn has several underutilized ad formats that can improve engagement and lead quality:
- Document Ads – Allow users to preview and download whitepapers or case studies.
- Conversation Ads – Interactive chat-style ads that feel like a LinkedIn message.
- Carousel Ads – Showcase multiple benefits or use cases in a swipeable format.
- Text Ads – Simple, cost-effective ads for remarketing.
Testing different ad formats helps you stand out and connect with users in different ways. For example, Conversation Ads let you engage prospects in a personalized, interactive manner, while Document Ads work well for sharing in-depth industry insights.
6. Don’t Start with Automated Bidding
One of the biggest budget-wasting mistakes is using automated bidding right away. LinkedIn’s default setting pushes you toward Max Delivery bidding, but this often results in higher-than-necessary CPCs.
Instead, I recommend starting with manual bidding at the lowest possible bid LinkedIn allows. This helps you gather data at a lower cost while still reaching your target audience.
As you start seeing results, you can gradually increase your bid to balance volume and cost-efficiency. Optimizing bidding manually gives you more control and prevents unnecessary overspending.
Final Thoughts
Generating leads on LinkedIn isn’t about quick wins or direct sales—it’s about strategic engagement and nurturing the right audience. If you adjust your expectations, leverage remarketing, personalize your messaging, test different ad formats, and optimize your bidding, LinkedIn can become one of your most powerful lead generation channels.
Start implementing these top new strategies to generate leads on Linkedin today, and you’ll see a significant improvement in the quality and quantity of leads you generate! 🚀
