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Our advice · September 2026
Cost per lead is high. Cost per customer is not.
LinkedIn clicks in Australia cost 5 to 10 times a Meta click, and a lead from a lead gen form is rarely under $100. Judged on cost per lead, it loses to every other channel. Judged on cost per customer, it often wins, because the lead is a decision maker at a company you chose, not a curious individual. So the maths on this page is done in deal value: what a customer is worth, how many leads make one, and what that allows per click. The real cost is the offer; a generic "book a demo" dies on LinkedIn, a useful document or a specific audit does not.
$8 to $15
Cost per click, Australia
Sponsored content to a targeted B2B audience.
$80 to $250
Cost per lead
Lead gen forms with a real offer. Higher for enterprise titles, lower for SMB.
Deal value
The number that matters
If a customer is worth $20,000, a $200 lead that closes 1 in 10 is a bargain.
Named companies
Account-based
Upload the list of companies you want; LinkedIn shows the ad to the people who work there.
What are LinkedIn Ads?
LinkedIn ads are sponsored posts, documents, videos and messages shown to members by their job title, seniority, company, company size and industry, or to a list of named companies and contacts you upload. You choose an objective (awareness, leads, website visits), the audience, a budget and the creative. LinkedIn shows it to the people who match and you pay per click or per 1,000 impressions.
What decides performance is the offer and the audience definition. A useful document, a benchmark report or a specific audit earns the click; a generic demo request does not. Lead gen forms pre-filled from the member profile convert at several times the rate of a landing page, at the cost of lower intent, so the follow-up sequence matters as much as the ad. Because leads carry company and title, they route straight into HubSpot with the context a sales team needs.
- Sponsored contentSingle image, carousel or video in the feed. The workhorse for awareness and lead gen.
- Document adsA report or guide read inside the feed, gated after a few pages. The best-performing lead format for most B2B offers.
- Lead gen formsPre-filled from the profile, submitted in 2 taps. High volume, lower intent, needs a follow-up sequence.
- Matched audiencesYour CRM contacts, website visitors and named company lists, for account-based campaigns and retargeting.
Who LinkedIn ads are for
Worth it when a customer is worth thousands. Not for low-ticket B2B.
Straight answer, based on what has worked and what has not. If you land in the second column we will say so on the call and point to the channel that fits.
Run it now if
- You sell to companies and a customer is worth thousands, or tens of thousands, over a year.
- You know the titles and industries that buy, or the specific companies you want.
- You have, or will let us make, a useful document, report or audit worth a decision maker’s details.
- Sales can follow up a warm lead within a day and the CRM is ready to receive it.
Not yet if
- A customer is worth a few hundred dollars. The click cost will not pay back.
- You sell to consumers. Meta reaches the same people at a tenth of the price.
- The only offer is "book a demo". LinkedIn audiences skip it; the offer has to give something first.
- Nobody follows up leads within a day; LinkedIn leads cool faster than search leads.
Not yet? Google Search catches B2B buyers already looking; Meta retargets the ones who visited. Google Ads
Our LinkedIn Ads Strategy
Creative is most of the work, so the creative team is in the room from the first brief.
Part 01 of 04
Offer and creative
A document, benchmark or audit worth a decision maker’s details, designed by the studio and written by our copywriters. Carousel, document and video variants tested; losers retired within weeks.
What it changes: The ad gives something first, so the click is earned rather than begged for.
Part 02 of 04
Audience and account-based targeting
Titles, seniority, industry and company size where the buyer is known; uploaded lists of named companies and contacts where it is. Retargeting of website visitors and video viewers.
What it changes: Spend lands on the people who can sign, not on everyone with a LinkedIn profile.
Part 03 of 04
Lead gen forms or landing pages
Forms for volume and speed, landing pages for intent, chosen per offer and often run together. Every field justified; every lead scored on title and company before sales sees it.
What it changes: Volume without junk: sales gets leads that are worth a call.
Part 04 of 04
HubSpot handoff and pipeline reporting
Leads land in HubSpot with company, title and campaign attached, trigger the follow-up sequence, and are reported through to meetings, pipeline and revenue.
What it changes: The report shows cost per meeting and cost per customer, not just cost per lead.
Where it fits
B2B lead generation, already running.
We run lead generation across 10 offices for Dott and Crossitt and build the HubSpot pipelines that B2B leads land in.
See the case studiescost per qualified meeting from the first LinkedIn campaign
To be added after launch.
LinkedIn alongside Google and Meta for B2B
Know which channel which channel carries the launch.
No channel runs alone here. The question is which one carries the launch, and the audit answers it.
- Catches demandGoogle SearchB2B buyers typing the category. Highest intent, finite volume.
- Retargets cheaplyMeta AdsThe same decision makers at a tenth of the click price, once they have visited.
- Chooses the buyerLinkedIn AdsThe only channel that targets by title and company. For deals worth thousands.
Most B2B accounts start on search, add LinkedIn for account-based reach, and use Meta to retarget both. AllNow shows cost per customer by channel.
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Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
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It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Highly recommended, very professional.
Thanks for the dedicated and tailored work to create exactly what we were after.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Michael and his team have been excellent in design and support throughout our project. They understood exactly what we wanted, and nailed it.
Thanks for the dedicated and tailored work to create exactly what we were after.
Highly recommended, very professional.
The team went above and beyond to understand our business goals and create a digital marketing strategy that truly delivered results.
Could not ask for anything more from this incredible company. They come to you with innovation, commitment and consistency. Their knowledge and implementation is helping me to scale my business beyond what I ever thought would be possible.
Q Agency and Steph have been excellent to work with. Steph has been very knowledgeable, understanding and thorough in assisting with our new website build.
The SEO team were amazing to work with and took the time to understand me and my business. I have already had great feedback about the new website and just could not be happier.
Our paid ads are performing better than ever, and communication has been clear and proactive throughout. Highly recommend them for anyone wanting real results from their ad spend.
It has been great to work with the team at Q Agency. Smooth and fast process, we love our new website.
The head of digital at Q Agency has legitimately been the best to work with. Actively tries to grow our business and gives common sense advice rather than marketing jargon.
Came to Q for a Shopify refresh and they absolutely delivered. The new website is faster, cleaner, and way easier for customers to use.
Steph and the team at Q Agency are amazing to work with. Excellent communication and very helpful from start to finish, and delivered our project to a high standard.
Q helped us upgrade our website, developing best practice UX and UI for better user journeys and to drive lead volume. They care about our results and know the right levers to pull to get us the outcomes we need.
Steph has been awesome to work with on our Google Ads. Super professional, transparent, and actually delivers results. She genuinely cares about the business and always keeps me in the loop.
Exceptional team to work with. We have used their services for web design, SEO and email marketing so far and the quality of work has been great and timely.
I can't tell you the impact that working with Q Agency has had on my business. They don't just do marketing, they become part of your business, understanding your goals and driving real results.
Consistently blown away by the speed, quality and cost-efficiency of the team at Q Agency. They have levelled up the humii website 10x since we started with them and we're stoked with the outcome.
Josh and the team are very professional, friendly, and work hard to ensure you are happy and get exactly what you are after. Very happy with the website Q Agency delivered and will continue to use their five star service.
We are extremely pleased with the work done on our website. The team demonstrated professionalism and expertise throughout the process, we could not be happier with the outcome.
Q Agency understood the reason why we exist and as a marketing agency is helping us get the messaging across. High five to Cassandra and Michael, they and the agency really care.
Highly recommend Q Agency. They set up the branding for our small business and managed to execute our vision perfectly. They take the time to really listen to what you are after and have excellent attention to detail. We would be lost without their team.
LinkedIn ads agency, Australia
LinkedIn advertising for B2B, measured on pipeline.
Q Agency runs LinkedIn ads from Sydney for B2B businesses across Australia: software, professional services, recruitment, industrial and any company whose customer is worth thousands. The channel has the most expensive clicks of the major platforms and the most precise targeting, which means it only pays when the maths is done in deal value rather than cost per lead.
Our LinkedIn accounts are run with the studio and the HubSpot team in the room. The studio makes the document, report or audit that earns the click; the copywriters write it; the leads land in HubSpot with company and title attached and trigger the follow-up sequence; and the report runs through to meetings, pipeline and revenue. Account-based campaigns to named company lists are built the same way, with retargeting on Meta and Google to keep the cost down.
We are honest about fit. LinkedIn does not pay back on a low-ticket sale, and it does not work with a generic demo request or a slow follow-up. Where those conditions are not met, we say so and run Google Search or Meta instead.
Faqs
Questions we get about LinkedIn ads.
Straight answers. If yours is not here, ask on the call.
Is LinkedIn worth $12 a click?
If a customer is worth thousands, yes. A $200 lead that closes 1 in 10 is a $2,000 customer. If a customer is worth a few hundred dollars, no channel at that click price pays back.
Lead gen forms or my website?
Forms for volume and speed; landing pages for intent. Most offers run both and let the numbers decide. Either way the follow-up within a day matters more than the format.
How do I reach decision makers at named companies?
Upload the company list as a matched audience and layer title and seniority on top. LinkedIn shows the ad to the people who work there. Retarget them on Meta and Google to keep the cost down.
How does this feed HubSpot?
Leads land in HubSpot with company, title and campaign attached, trigger the follow-up sequence, and are reported through to meetings, pipeline and revenue. We build the pipelines too.
What should we offer?
Something useful before the demo: a benchmark report, a guide, a specific audit. Generic "book a demo" ads are skipped. The studio designs and the copywriters write the offer.
How much should we spend on LinkedIn?
Enough for the algorithm to learn and for the offer to be seen several times by a tight audience. We work it back from deal value and the leads needed for one customer, then recommend a range.
Does LinkedIn work for recruitment or small B2B?
Recruitment, yes, it is one of the strongest uses. Small-ticket B2B, usually not; Google Search is the better first channel.
Who owns the account?
You do. Media runs in your LinkedIn Campaign Manager account and the documents and creative are yours.
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