[FAQ]

Hi everyone, my co-founder and I have a small B2B SaaS startup and we’ve set aside a tiny budget to experiment with LinkedIn Ads for the first time. I’m looking at all the options—Sponsored Content, Message Ads, Dynamic Ads, etc.—and it’s a bit overwhelming.

Our goal is to drive some initial demo sign-ups. Since every dollar counts, I want to make sure we choose the format that gives the most bang for our buck. Has anyone with a shoestring budget found a particular ad format that works best for generating leads without breaking the bank? Any advice would be huge. Thanks!

[Jeff Bullas]

This is a critical question, as a small budget requires maximum precision.

Short Answer: For a small budget focused on leads, start with a Single Image Sponsored Content campaign paired with a LinkedIn Lead Gen Form. Avoid Message Ads entirely.

The goal with a tight budget isn’t broad reach; it’s hyper-efficient conversion within a tightly defined audience.

First, the reason to choose the Sponsored Content format, specifically a Single Image Ad, is that it is the most reliable and straightforward format to test. It appears natively in your audience’s feed, is less intrusive than other ad types, and allows you to establish a baseline for performance without a complex creative investment.

Second, you must attach a Lead Gen Form to that ad. This is non-negotiable for a small budget, as it pre-fills with the user’s profile data and makes signing up for your demo almost frictionless, which maximises the conversion rate on your limited ad spend.

Third, you must understand that your audience targeting is more important than your ad creative. Your budget is too small to waste, so use LinkedIn’s filters to narrow your audience to a very specific job title, industry, and geography. It is always better to reach the right 1,000 people than the wrong 10,000.

Cheers,

Jeff

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