LinkedIn Ads 2024: Step-By-Step Guide To Mastering B2B Lead Generation - From Beginner To Expert

Summary

This video guides viewers through the process of running effective LinkedIn lead generation ads, focusing on direct offers to attract qualified leads. It covers essential steps such as setting up the ad, selecting a compelling image, creating a simple yet effective lead form, and asking key questions to qualify leads. The speaker emphasizes the importance of a clear call to action, such as encouraging prospects to book a call using an online calendar. The goal is to streamline the lead generation process, making it scalable and efficient for businesses, particularly accountants, to gain clients.

Takeaways

• 😀 Direct ads outperform indirect ads for lead generation by making a clear offer.
• 😀 Ads should focus on making a simple, direct offer, like helping accountants get more clients, rather than offering free guides or educational content.
• 😀 The ad image is crucial in grabbing attention and supporting the offer made in the ad copy.
• 😀 LinkedIn lead generation forms are an efficient way to collect leads without needing a separate landing page.
• 😀 To optimize lead quality, ask for key details like name, email, phone number, and job title on the lead form.
• 😀 The more information you request on the form, the higher the cost per lead will be, but it also helps to qualify leads more effectively.
• 😀 Keep your offer details minimal in the lead form to avoid deterring potential leads with too much information.
• 😀 Including a link to an online calendar on the confirmation page allows leads to book calls on their own time, increasing scalability.
• 😀 Always ensure that the lead generation form includes a privacy policy URL, as it's required for compliance.
• 😀 The goal is for leads to book a call independently, which creates a scalable process for sales calls and client acquisition.
• 😀 Regularly review your ad targeting, budget, and form setup before launching a campaign to ensure everything is aligned with your objectives.

Q & A

What is the primary focus of the LinkedIn lead generation ad strategy discussed in the video?

The strategy focuses on running direct lead generation ads to acquire clients by encouraging them to sign up or book a call, without needing a separate landing page or complicated steps.

Why is it important to make a direct offer in the ad instead of an indirect one?

Making a direct offer ensures that the audience knows exactly what they will get by clicking on the ad, which leads to higher conversion rates. Indirect offers, like guides or content, can confuse the audience and may result in lower engagement.

How does LinkedIn’s lead generation form benefit advertisers?

LinkedIn's lead generation form allows advertisers to collect leads directly on the platform, eliminating the need for a separate website or landing page. This keeps users engaged within LinkedIn, increasing the likelihood of conversion.

What kind of information should be collected in the lead form?

At a minimum, you should collect the lead's first name, last name, and email. Additional fields like phone number, job title, and custom questions (e.g., how many clients they generate monthly) can help assess the quality of the lead, but may also raise the cost per lead.

Why should additional questions in the lead form be carefully considered?

Adding too many questions can increase the cost per lead, as it may deter prospects from completing the form. However, asking for critical information like phone numbers or job titles can help qualify leads and determine if they are a good fit.

How does an online calendar enhance the lead conversion process?

An online calendar allows prospects to book a call at their convenience, automating the scheduling process. This is more scalable and efficient, as it lets leads self-book while reducing the need for manual follow-ups.

What is the ideal approach for post-form submission in the ad flow?

After submitting the form, it's important to encourage leads to schedule a call by using a call to action, such as 'Wait, you're not done yet! Book a call below to secure your market area.' This step ensures that leads are committed to the next action in the sales process.

Why is it important to set up a privacy policy URL for the ad?

A privacy policy URL is required to comply with LinkedIn’s advertising guidelines. It reassures prospects that their data will be handled securely and helps maintain transparency.

What is the suggested ad copy approach for accountants running a lead generation campaign?

The ad should directly state that you help accountants get more clients and include a clear call to action, like 'Click below to become a client.' This direct approach improves conversion rates by being straightforward and transparent.

How can advertisers assess the quality of leads generated from the campaign?

By asking qualifying questions in the lead form (e.g., 'How many clients are you generating a month?'), advertisers can filter leads based on their responses. This allows them to prioritize high-quality leads who are most likely to convert into paying clients.