How to Run LinkedIn Ads for Local B2B Businesses

For Brisbane and Australian B2B businesses, LinkedIn isn't just a social network—it’s a digital boardroom. Unlike other platforms, LinkedIn allows you to put your message directly in front of the CEOs, Operations Managers, and Procurement Officers who actually have the power to sign off on your services.

Running LinkedIn ads effectively allows you to bypass the gatekeepers and build brand authority within your specific local industry. Whether you are a commercial law firm in the CBD or an industrial equipment supplier in Yatala, this guide will show you how to reach the right people.

Prerequisites: What You’ll Need Before Starting

• A LinkedIn Company Page: You cannot run ads from a personal profile.
• A Credit Card: LinkedIn bills in AUD for Australian accounts.
• Your ABN: You’ll need this for tax and billing setup.
• Clear Objectives: Are you looking for website visits, brand awareness, or direct leads?
• Lead Magnet (Optional but Recommended): A PDF guide, checklist, or webinar that provides value to your local audience.

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Step 1: Set Up Your LinkedIn Campaign Manager

• What you’ll see: A screen asking for an Account Name, Currency (select AUD), and to link your LinkedIn Page.
• Tip: If you have multiple businesses, create separate accounts for each to keep billing and pixel data distinct.

Step 2: Install the LinkedIn Insight Tag

• Go to Account Assets > Insight Tag.
• Select "I will install the tag myself."
• Copy the code and paste it into the global footer of your website (or use Google Tag Manager).

Step 3: Create a New Campaign Group

Create a Campaign Group named after your broad goal (e.g., "Q4 Lead Generation"). Set a total budget for the group or leave it as "Run indefinitely" if you want to control budgets at the individual campaign level.

Step 4: Choose Your Objective

• Website Visits: If you want people to read a blog or service page.
• Lead Generation: If you want to collect contact details via an in-app form (highly effective for B2B).
• Website Conversions: If you want people to take a specific action, like booking a consultation.

Step 5: Define Your Local Audience

• Location: Start by selecting "Australia," then narrow it down to "Brisbane" or specific postcodes if your service area is limited.
• Job Seniority: Don't just target "Marketing Managers." Target "Senior," "Director," and "VP" levels to ensure you are reaching decision-makers.
• Company Industry: If you only work with construction firms, select "Construction" under the Company category.

Step 6: Select Your Ad Format

• Single Image Ad: Great for simple, punchy messages.
• Carousel Ad: Excellent for showcasing multiple services or a step-by-step process.
• Document Ad: A newer format that allows users to read a PDF (like a whitepaper) directly in their feed. This is fantastic for building authority.

Step 7: Set Your Budget and Schedule

• Daily Budget: We recommend a minimum of $20–$50 per day to see meaningful results in a local market.
• Bidding Strategy: Start with "Maximum Delivery" (Automated) to let LinkedIn’s algorithm find your audience first. Once you have data, you can switch to manual bidding to control costs.

Step 8: Design Your Creative

• The Image: Use high-quality imagery. If you are a local Brisbane business, using a photo of your local team or a recognisable local landmark (like the Story Bridge) can build immediate trust.
• The Headline: Be specific. Instead of "We do IT Support," try "Reliable IT Support for Brisbane Engineering Firms."
• The Text: Keep the introductory text under 150 characters so it doesn't get cut off on mobile devices.

Step 9: Set Up Lead Gen Forms (If Applicable)

• Keep it simple: Ask for Name, Email, and Company Name.
• Common Mistake: Asking for a phone number often reduces conversion rates by 50%. Only ask for it if your sales team is ready to call immediately.

Step 10: Review and Launch

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Common Mistakes to Avoid

• Hyper-Targeting: Don't layer too many filters (e.g., specific age + specific industry + specific job title). You'll end up with an audience of 500 people, and your ads will never show.
• Ignoring Mobile: Over 80% of LinkedIn users are on mobile. Ensure your landing pages load fast and your images aren't text-heavy.
• Set and Forget: B2B sales cycles are long. Don't turn your ads off after one week because you haven't made a sale yet. Give the algorithm at least 30 days to optimise.

Troubleshooting Common Issues

• Ad is "Pending Approval" for too long: LinkedIn manually reviews ads. This can take up to 48 hours. Ensure your ad doesn't contain excessive capitalisation or "spammy" claims.
• High CPC (Cost Per Click) but no leads: Your ad is interesting, but your landing page might be the problem. Check if your website is easy to navigate and has a clear "Contact Us" button.
• Low Impressions: Your bid might be too low, or your audience is too small. Try increasing your daily budget or broadening one targeting criteria (e.g., add a related job title).

Next Steps

• Monitor your click-through rate (CTR). Anything above 0.5% is decent for B2B.
• Check your Insight Tag data once a week to see which companies are visiting your site.
• If you need help refining your strategy or managing your monthly B2B lead flow, the team at Local Marketing Group is here to help. Contact us today for a strategy session.