LinkedIn Ads: The "Account-Based" Layering Strategy

Why LinkedIn Ads Fail

Most advertisers treat LinkedIn like Facebook—broad interests and job titles. “Marketing Managers in USA.”

Result? You pay $15 a click for freelancers and junior associates.

The “Sniper” Layering Method

To make LinkedIn ROI positive, you must be exclusionary.

Layer 1: Company Qualifications

Don’t target people yet. Target companies.

• Company Size: 51-200, 201-500, 501-1000 employees. (Eliminate small biz).
• Industry: SaaS, Biotechnology, Finance.
• Company Growth: “Negative Growth” (if selling turnaround services) or “High Growth” (if selling scaling tools).

Layer 2: The Decision Maker

Now filter for the person.

• Job Function: Marketing.
• Seniority: Director, VP, CXO, Partner. (Exclude “Manager” and “Entry”).
• Years of Experience: 5+ years.

Layer 3: The Exclusion List (Vital)

Exclude competitors, students, and lower-level internal roles.

• Exclude Skills: “Student”, “Internship”.
• Exclude Job Titles: “Consultant”, “Freelancer”.

The Offer Strategy

Do not run a “Book a Demo” ad to cold traffic. They don’t know you.

• Cold Layer: High-value whitepaper or industry report.
• Retargeting Layer: “Book a Strategy Call” or Case Study video.

Pay for quality, not volume.