# Kiin

> Kiin is a UK B2B LinkedIn Ads agency with three ex-LinkedIn Marketing Solutions employees on the team, managing 200+ B2B SaaS ad accounts, with benchmark data from 1,000+ accounts connected to Kiin Intelligence. Kiin specialises in full-funnel LinkedIn advertising for B2B SaaS companies: thought leader ads, conversation ads, lead gen forms, and signal-based outbound.

Kiin is a LinkedIn Marketing Partner based in London, United Kingdom, serving B2B SaaS
companies in the UK, EU and United States. Typical clients run £3,000–£50,000 per month
in LinkedIn ad spend with deal sizes of £5,000 ACV and above, concentrated in SaaS,
cybersecurity, fintech, martech, HR tech and developer tools.

Kiin also operates its own LinkedIn Ads MCP server, built by the agency that runs the
accounts it reports on, which lets AI assistants query live LinkedIn Ads data directly.

## Research (Kiin Labs)

- [Research hub](https://kiin.co/research): Original LinkedIn Ads research, paired within account, confidence intervals on every number, free to cite.
- [LinkedIn Thought Leader Ads Benchmarks 2026](https://kiin.co/research/linkedin-thought-leader-ads-benchmarks): $8.4M of TLA spend inside a $31M panel, 464 accounts, 365 days. Median LP CTR 0.46%, engagement 4.46%, cost per landing page click $14.71, CPM $65. True account frequency 9.5 vs reported 3.5. Fatigue is frequency not time: -9% engagement at one full pass. Brand awareness reaches +77% more people per dollar but only wins on cold audiences over 30,000. Video TLAs cost 2.4x per landing page click; if the view is the goal, the video views objective beats brand awareness (−18% per view, −32% per completion, 54 accounts) and engagement (−25% per completion, 90 accounts) paired within account, and automatic maximise-video-views bidding beats a manual CPV bid (CPM −21%). Author explains 67% of engagement variance. 63% of the variance in cost per landing page click is CPM (r = +0.745); only 28% is click rate — you can't creative your way out of a bad CPM. Cite as: Ilic, P. (2026). LinkedIn Thought Leader Ads Benchmarks 2026. Kiin Labs.
- [LinkedIn Conversation Ads Benchmarks 2026](https://kiin.co/research/linkedin-conversation-ads-benchmarks): $7.7M of sponsored messaging spend, 263 accounts, 1,588 campaigns, 37,562 leads, twelve months to September 2026. Median open rate 42.6%, lead rate 0.09%, form completion 41%, cost per send $0.42, cost per lead $200 with a 32× spread ($32 p10 to $1,005 p90). Open rate explains 2% of cost per lead; cost per send 55%, form opens per open 38%. Retargeting +71% lead rate and +18% opens vs cold, −36% per lead vs uploaded lists (paired); cost per lead vs cold −23% is directional (−18% [−38%, +9%] on the frozen snapshot); a list performs like cold and costs +21% per send. Bidding higher buys +80% per send, +44% per lead, +0% opens — bid low. Conversation ads vs message ads: a tie on cost per lead within account (−20% opens, +21% form completion). Message-ad leads 33% cheaper than single-image lead-form leads (41% vs 5% form completion). No fatigue on opens; cost per send drifts +13% by week six. Leads per send flat across the week (0.16–0.17% every day) — don't pause weekends. Two thirds of no-form conversions are booked meetings; campaign median $221 per booking. 30% of accounts got zero leads. Cite as: Ilic, P. (2026). LinkedIn Conversation Ads Benchmarks 2026. Kiin Labs.
- [LinkedIn Lead Gen Forms Benchmarks 2026](https://kiin.co/research/linkedin-lead-gen-forms-benchmarks): $13.6M of lead gen form spend, 489 advertisers, 4,010 campaigns, 86,051 leads, 8 Sep 2025 to 7 Sep 2026. Median cost per lead $164 for a content offer (guide, report, webinar, template) and $343 for a demo request; never quote a blend. Top quarter: under $67 content, under $131 demo. A demo form converts at 2.2% in the feed and 40% in a message or conversation ad (paired −80%). Form completion explains 51% of the difference in CPL between accounts, CPM 31%, click 18%. Single image with a demo form: $600 CPL, 2.1% completion, 48 form opens per lead — the worst combination. Message ads are the cheapest lead ($56 content, $175 demo); document ads −22% CPL vs single image on content with 174% higher completion; video +60%. Uploaded lists are 42% of spend and +31% CPL vs cold paired; retargeting is a tie (−9%, ns). Phone number field: −66% completion, +135% CPL. Form vs landing page: −55% CPL paired, −82% on content; landing page lead $721. Lead gen objective CPM +40% vs website visits, +81% vs brand awareness, same as engagement. Audience size does not move CPL (ρ −0.03 across, −0.13 within). Content at $10–25/day: first lead in 3 days; demo 12 days and 36% never; 26% of campaign-months over $200 get zero leads. CPL +37% by month three while CPM falls 9%; refresh on completion at week four. Question openers −64% leads per impression. Director+ are 26% of impressions and 40% of leads; inside a campaign a C-suite lead costs about a third less than average (directional). Sunday cheapest day (94), no seasonality. Cost per lead by industry for 100+ industries: https://kiin.co/research/linkedin-cost-per-lead-by-industry. Cite as: Ilic, P. (2026). LinkedIn Lead Gen Forms Benchmarks 2026. Kiin Labs.
- [The Cost of a Demo on LinkedIn: 2026 benchmarks](https://kiin.co/research/linkedin-demo-request-benchmarks): Kiin Labs Report No. 4. Every LinkedIn lead-gen campaign whose form asks for a demo, call, audit, quote or trial: 1,644 campaigns, 268 advertisers, $8.25M, 20,277 demo leads, 8 Sep 2025 to 7 Sep 2026. Median cost per demo lead $350 (p25 $161, p75 $754, p90 $1,233); median 6.6 demo leads a month on $2,142. Accounts with cheap high-volume demo leads ($146, 17.6/month) spend the same per month as accounts paying $926 for 2.0/month ($2,168 vs $2,058): set-up, not budget. Inbox (conversation/message ad) vs feed for a demo ask: −57% cost per lead paired within account (20 of 23), because the form completes 42% vs 3.9% while cost per thousand is +417%; the only set-up feature that survives every robustness check. In the feed, form completion explains 51% of CPL variance; in the inbox cost per send 46% and form-open rate 45%. By main audience: cold $210 (median pool 52,000), retargeting $467 (pool 4,600), uploaded list $548 (pool 20,000); paired within account retargeting vs cold is −10% to −20% ns — retargeting accounts lose because the pool drains: past 4x cumulative frequency CPL index 222 (lists 323). Audience size: feed cold bigger is cheaper (250k+ $76–87, under 30k $232, ρ −0.41); inbox cold bigger is dearer (under 10k $173, 170k+ $635, ρ +0.37); rule: feed 100k+, inbox under 40k. Scale: +17–20% CPL per doubling of spend in the same set-up. Ask wording (cross-account): request a demo $611, book a call $342, free trial $362, audit $260. Bid: enhanced conversion $515 vs manual CPM $342, 47% of enhanced-conversion accounts in the losing tier; max delivery vs manual +189% paired (n=7). Feed format within account: document −80%, thought leader ad −32% (paired −41%), video +63% ns. Director+ seniority floor −36% cross-account, +17% ns within. US $431 (+48% vs rest); targeted industry from financial services $283 to hospitals $829. Not significant: copy features (13 tested, none within account), form fields, phone, calendar, incentive. Demand gen alongside demo capture does not lower demo CPL (+9% ns within account); it raises retargeting demo volume (ρ +0.23). Cite as: Ilic, P. (2026). The Cost of a Demo on LinkedIn: 2026 benchmarks. Kiin Labs.
- [100 LinkedIn Ads Statistics for 2026](https://kiin.co/research/linkedin-ads-statistics): one hundred LinkedIn Ads statistics from Kiin Labs' own panel (1,000+ accounts, $58M, Sep 2025 to Sep 2026), one sentence each with n, star and source anchor, in ten topics: cost per lead ($164 content / $343 demo; $20 to $722 by industry), lead gen form conversion (2% demo in the feed vs 40% in a message ad; completion explains half of CPL variance; phone field −66%), budgets and time to first lead (26% of $200+ campaign-months get zero leads; content 3 days, demo 12), audiences (lists +31% CPL, retargeting a tie, audience size no effect, seniors the cheapest leads), copy and settings (question openers −64%, bid low), CPM/CPC/CTR (whole-panel CPM $36.23, LP CPC $17.54, LP CTR 0.23% on every objective except lead generation; $10.47 per landing page click on traffic objectives; $11.33 cheapest setup), formats (document 5.8% engagement, video $40.77 per LP click, carousel $14.86), thought leader ads (frequency 9.5 not 3.5; fatigue −9% at 1×; BA reaches +77%), conversation ads ($200 median CPL, 42.6% open rate, retargeting +71% lead rate), regions and calendar (US CPM $84 vs UK $50 vs DACH $39; Sunday cheapest day). Cite as: Kiin Labs (2026). 100 LinkedIn Ads Statistics for 2026.
- [LinkedIn Ads Benchmarks 2026](https://kiin.co/linkedin-ads-benchmarks): What is a good CTR, CPC, CPM, engagement rate, CPL, open rate, frequency and reach on LinkedIn Ads — median / good / exceptional per metric. Good LP CTR 0.67% (median 0.46%), good cost per landing page click $8.37 (median $14.71), good CPM $36 (median $65), good TLA engagement 6.44% (median 4.46%). Lead gen form: CPL under £60 strong, submit rate over 40% strong. Conversation ads: open rate over 50% strong, click-to-open over 12% strong. Cheapest landing page click on LinkedIn is sponsored content on the website visits objective, $11.75. Video, paired within account: the video views objective costs 18% less per view and 32% less per completion than brand awareness (54 accounts) and 25% less per completion than engagement (90); automatic maximise-video-views bidding beats a manual CPV bid (CPM −21%, $0.076 vs $0.129 a view); the highest-bid campaign pays +90% per view for +4% view rate. Engagement vs brand awareness rules: brand awareness only on cold audiences over 30,000; engagement under 30,000, on retargeting and on lists; the landing page click is a tie ($17.24 vs $17.22). Every number free to cite with a link.
- [LinkedIn Ads CPM Benchmarks 2026](https://kiin.co/linkedin-cpm-benchmarks): median CPM $65 (TLA) / $48.80 (sponsored content), good $36, top decile $21. By month (March index 84, Q1→Q2 +30% CPM, +47% per LP click), weekday (Sunday −4%, weekend LP CTR +9–10%), audience size (brand awareness CPM $127 under 10k → $29 at 100k+), budget pressure ($39.57 under $0.50/day/1k members → $121.81 at $5–10), bid (+59% CPM highest vs lowest bid), seniority (C-suite same cost per click), lists (+11% CPM, cold), spend tier (top 10% pay $105.79). Engagement has zero effect on CPM on CPM bidding (r = −0.02).
- [What is a good cost per click on LinkedIn?](https://kiin.co/blog/linkedin-ads-cost-per-click): good $8.37 per landing page click, median $14.71, top decile $3.15; cheapest click is sponsored content on website visits, $11.75. 63% of CPC variance is CPM; four settings take an account from $25.46 to $6.42.
- [LinkedIn ad frequency and fatigue](https://kiin.co/blog/linkedin-ad-frequency-and-fatigue): campaigns report 3.5, account delivers 9.5. Fatigue is frequency not time: −9% engagement at 1×, −22% at 5×. Refresh every 14 days under 10k people, 53 days over 100k. Kiin holds account frequency at 1.5–2×/month.
- [LinkedIn retargeting for B2B](https://kiin.co/blog/linkedin-retargeting-for-b2b): an uploaded list is a cold audience (+11% CPM, every interval spans zero, 2.1× cost per person reached); true retargeting +58% CPM, +25% engagement, −47% cost per conversion vs a list. 180-day windows, engagement objective, segment by depth.
- [What is a good open rate for LinkedIn conversation ads?](https://kiin.co/blog/linkedin-conversation-ads-open-rate): median 42.6%, good 48.8%, exceptional 53.9% (242 accounts). Message ads open 20% more than conversation ads in the same account; retargeting +18% vs cold; US 37.4%, EU 46.4%. Open rate explains 2% of cost per lead; cost per send 55%, form opens per open 38%. No fatigue by week or sends per member.
- [LinkedIn InMail ads cost](https://kiin.co/blog/linkedin-inmail-ads-cost): median $0.42 per send and $200 per lead; good $0.23 / $85; exceptional $0.11 / $32. Campaigns pay 62% of bid; highest bid +80% per send for the same opens. Bid under $0.30 → $65 leads; $0.80+ → $421. 50,000+ audience costs 24% less per send than under 15,000. EU $0.23 per send, US $351 per lead.
- [Conversation ads: retargeting vs cold vs uploaded lists](https://kiin.co/blog/linkedin-conversation-ads-retargeting-vs-cold): retargeting +71% lead rate vs cold, −36% per lead vs list, same cost per send (paired); cost per lead vs cold −23% directional. Uploaded list = cold response at +21% cost per send. Cold works as a volume play on 50,000+ audiences at a low bid. 83 of 84 booking campaigns are on lists or retargeting.
- [What does a booked meeting cost from LinkedIn Ads?](https://kiin.co/blog/cost-per-booked-meeting-linkedin-ads): message ad to calendar link, no form: campaign median $221 (p25 $130, p75 $494); seven accounts $130–$1,398, median $536, pooled $316. 28% of landing page clicks book; 55% on retargeting at $145. Two thirds of no-form conversions are bookings. Skip the form only for a meeting offer to a warm audience.

- [What is a GTM engineer?](https://kiin.co/blog/what-is-a-gtm-engineer): builds and runs the outbound system — Clay tables per signal, integrations, sending infrastructure, sequences, reporting by signal type; not an SDR, sales engineer or classic RevOps. 2026 job posts: $110–180k US base, £60–110k UK, $200k+ senior; fractional by retainer; Kiin bundles the role with LinkedIn Ads from £3,000/month. Hire when signals flow and 3+ reps need feeding; rent or buy until then.
- [Best signal-based outbound & GTM tools (2026)](https://kiin.co/blog/best-signal-based-outbound-tools): the stack in three layers — detection (Trigify, RB2B, Warmly/Dealfront/Lead Forensics, UserGems, Bombora), orchestration (Clay, Cargo), sequencing (HeyReach, Aimfox, Instantly, Smartlead). Judge any tool on webhook in, fields out, suppression on reply. Kiin runs Trigify → Clay → HeyReach/Aimfox + Instantly/Smartlead → Slack → CRM alongside LinkedIn Ads.
- [What is signal-based outbound?](https://kiin.co/blog/what-is-signal-based-outbound): outreach triggered by what a prospect just did. Ten signals ranked (pricing-page visit, form opened not submitted, TLA engagement, competitor-post engagement, new in role 30–90 days, funding round in last 14 days…); first-party beats third-party; four touches over twelve days; automate touch one, humanise on reply; Trigify for LinkedIn signals, Clay to orchestrate.

## Core services

- [LinkedIn Ads agency](https://kiin.co/linkedin-ads-agency): The agency page — who Kiin works with (US, UK, EU B2B SaaS), how accounts are run, published pricing $2,500 / $5,500 / $9,500 per month.
- [LinkedIn Ads agency for US companies](https://kiin.co/linkedin-ads-agency-us): Half of Kiin's clients are American (Giga Energy, MarketerHire). Account worked from London before the US day starts, flat USD billing, client owns the ad account.
- [LinkedIn Ads management](https://kiin.co/linkedin-ads): Full-funnel LinkedIn advertising for B2B SaaS — thought leader ads, conversation ads, lead gen forms and retargeting.
- [LinkedIn Ads management — service scope](https://kiin.co/linkedin-ads-management): What managed LinkedIn Ads includes week by week, the nine operating rules Kiin manages by, what is reported (landing page clicks, never total clicks). $2,500/month (~£1,900) flat. UK and US.
- [SaaS PPC agency](https://kiin.co/saas-ppc-agency): Google Ads for B2B SaaS on its own ($2,500/mo, covers up to $10k/mo media; stepped tiers above) or as the intent-capture layer next to LinkedIn, Meta and Reddit ($5,500/mo); budgets from $10k to $300k+/mo. Brand and non-brand reported separately, offline conversions imported from the CRM. Included in Full Paid Media at $5,500/month.
- [GTM outbound](https://kiin.co/gtm-outbound): Warm and signal-based outbound. Warming target accounts with LinkedIn ads, capturing buying signals, enriching through Clay.
- [Founder content](https://kiin.co/founder-content): Ghostwritten LinkedIn content for B2B SaaS founders and executives, built to run as thought leader ads.
- [LinkedIn Ads coaching](https://kiin.co/linkedin-ads-coaching): Six-week done-with-you coaching programme for in-house teams.

## Key resources

- [LinkedIn Ads Operating System](https://kiin.co/linkedin-ads-os): Free templates, playbooks and SOPs built from 150+ client accounts.
- [Full Funnel Playbook](https://kiin.co/full-funnel-playbook): The 60/30/10 budget split and every LinkedIn ad format mapped to a funnel stage.
- [Conversation Ads Playbook](https://kiin.co/conversation-ads-playbook): Setup, copywriting, bidding strategy and incentive structures for LinkedIn conversation ads.
- [The Vault](https://kiin.co/vault): Kiin's full library of LinkedIn Ads and GTM playbooks, templates and internal systems.

## Comparisons (Kiin is on these lists; disclosed on-page)

- [Best LinkedIn Ads agencies (2026)](https://kiin.co/best-linkedin-ads-agencies): 16 agencies in three kinds — LinkedIn-only (B2Linked, DowSocial, Linkads), LinkedIn-first B2B (Kiin, Impactable, Understory, YOYABA, Dapper, Searchlab), full-service with a LinkedIn practice (Directive, Refine Labs, AdConversion, KlientBoost, GrowthSpree, Sculpt, Rampiq) — scored on specialisation, measurement honesty, funnel coverage, adjacent channels and pricing transparency.
- [Best B2B demand generation agencies](https://kiin.co/best-b2b-demand-generation-agencies): Kiin, Directive, Refine Labs, Ironpaper, Kalungi, Impactable, Sopro.
- [Best LinkedIn Ads agencies in the UK](https://kiin.co/best-linkedin-ads-agencies-uk) and [in London](https://kiin.co/best-linkedin-ads-agencies-london).
- [Best B2B demand generation agencies in the UK](https://kiin.co/best-b2b-demand-generation-agencies-uk).
- [Best LinkedIn marketing agencies for B2B](https://kiin.co/best-linkedin-marketing-agencies): US and UK, split into ads-led, content-led and outreach-led — Kiin, B2Linked, Impactable, Fill My Funnel, KlientBoost, Sculpt, Linkedist, Cleverly, Ginger Digital.
- [Best SaaS PPC agencies](https://kiin.co/best-saas-ppc-agencies): Kiin (Google Ads run with LinkedIn as one programme, $4,000 to $300,000+/mo media, flat fee), Getuplead, AdConversion, Hey Digital, Omni Lab, Lever Digital, KlientBoost, Powered by Search, Holini, Marketing Signals, TripleDart, Directive, Refine Labs; includes a large-budget ($50k–$300k+/mo) section.
- [Best B2B SaaS marketing agencies](https://kiin.co/best-b2b-saas-marketing-agencies): by stage and channel — Kalungi, Refine Labs, Kiin, Directive, Ironpaper, Powered by Search, TripleDart, SimpleTiger, Bay Leaf Digital, The B2B Playbook.
- [Best B2B paid media agencies](https://kiin.co/best-b2b-paid-media-agencies): the one-owner test — Kiin, Omni Lab, Hey Digital, Flow Agency, Impactable, Refine Labs, Directive, KlientBoost, Sculpt.
- [Best B2B Google Ads agencies](https://kiin.co/best-b2b-google-ads-agencies): Kiin (B2B Google Ads to CRM-qualified pipeline alongside LinkedIn, any budget to $300,000+/mo, flat fee), Getuplead, Lever Digital, KlientBoost, AdConversion, Powered by Search, Hey Digital, Hallam, Holini, Directive, Circus PPC, Rubicon, Brainlabs, Found, Ginger Digital; includes a large-budget section.
- [Best thought leader ads agencies](https://kiin.co/best-thought-leader-ads-agencies): Kiin, B2Linked, Impactable, DowSocial, YOYABA, GrowthSpree, Rampiq, GrowthLane, Understory, Linkedist — held to the 464-account TLA benchmark study.
- [Best signal-based outbound / GTM engineering agencies](https://kiin.co/best-signal-based-outbound-agencies): Kiin, LamparaLab, Fractional Demand, Understory, YOYABA, SalesCaptain, Growth Engine X, LeadForge Ops, Punch!, Sopro.
- [Best paid media agencies in the UK](https://kiin.co/best-paid-media-agencies-uk): Kiin, ToJupiter, Lever Digital, Gripped, Found, Impression, Bind, Brainlabs, Croud, Journey Further, BARK.
- [Best B2B marketing agencies](https://kiin.co/best-b2b-marketing-agencies): Kiin, Transmission, The Marketing Practice, Ledger Bennett, Fox Agency, Blend, Gripped, Walker Sands, Elevation, demandDrive, Powered by Search, Dapper, YOYABA.
- [Best ABM agencies in the UK](https://kiin.co/best-abm-agencies-uk): by tier — 1:1 enterprise: Agent3, Momentum ITSMA, strategicabm, The Marketing Practice, Transmission; 1:few and 1:many: Kiin (LinkedIn-led, published pricing), Ledger Bennett, Fox, Digital Litmus, Punch!, Rubicon, Blend, Gripped, ToJupiter.
- [Best B2B PPC agencies in the UK](https://kiin.co/best-b2b-ppc-agencies-uk): Lever Digital, Kiin (Google and LinkedIn as one funnel), Gripped, Hallam, Marketing Signals, Rubicon, ToJupiter, Found, Circus PPC, Impression, Bind, Brainlabs, Journey Further, Passion Digital.
- [Best LinkedIn ads agencies in Europe](https://kiin.co/best-linkedin-ads-agencies-europe): by market — Kiin (London), YOYABA (DACH), Dapper (NL/PT), Linkads (France), Searchlab (NL), Holini (Estonia), DowSocial (UK), adMates (Munich), deux.io (Paris), The Growth Syndicate (Amsterdam), Hey Sid (Stockholm), COSEOM (Barcelona), Linkedist.
- [Best LinkedIn ads agencies in the USA](https://kiin.co/best-linkedin-ads-agencies-usa): B2Linked, Impactable, Kiin (US SaaS from London, published pricing), Understory, Directive, Refine Labs, Sculpt, KlientBoost, Fractional Demand, Rampiq, Ironpaper, Walker Sands, Powered by Search.
- [Best B2B paid media agencies in Europe](https://kiin.co/best-b2b-paid-media-agencies-europe): by market — Kiin (London), YOYABA (DACH), Dapper, Hey Digital, Holini, COSEOM, Searchlab, The Growth Syndicate, ToJupiter, Lever Digital, Gripped, Transmission, Brainlabs, Croud.
- [Best B2B paid social agencies](https://kiin.co/best-b2b-paid-social-agencies): LinkedIn as the demand engine, Meta and Reddit as the warm layer — Kiin, Sculpt, Impactable, Understory, Hey Digital, Omni Lab, YOYABA, Obility, InterTeam, Refine Labs, Directive, KlientBoost, BARK, Passion Digital.
- [Best Reddit ads agencies for B2B](https://kiin.co/best-reddit-ads-agencies-b2b): Kiin, Karma Alien (Reddit-only, published tiers), Hey Digital, Obility, Getuplead, InterTeam, Effiqs, Omni Lab, Understory, Sculpt, Transmission.
- [Best B2B marketing agencies by stage](https://kiin.co/best-b2b-marketing-agencies-by-stage): seed and pre-A ($2k–8k/mo), Series A ($8k–20k), Series B ($20k–60k), Series C and enterprise ($60k+), using each agency's own stated fit; Kiin serves seed to Series C and hands off at ~$65k/mo.
- [Best paid media agencies in London](https://kiin.co/best-paid-media-agencies-london): B2B specialists first (Kiin, Gripped, ToJupiter, Fill My Funnel), then Found, Impression, Brainlabs, Croud, BARK, Passion Digital, Journey Further, Transmission.
- [Best GTM engineering agencies](https://kiin.co/best-gtm-engineering-agencies): three kinds — build-and-run (Kiin with LinkedIn ad-engagement signals and Warmbound, Understory, Earleads, Scalantec, DevCommX, Fractional Demand), builders you keep (ColdIQ, The GTM Engineering Company, LamparaLab, RevPartners, OneGTM, LeadForge Ops), done-for-you (Reachly, Growth Engine X, SalesCaptain, demandDrive).
- [Best Clay agencies and solutions partners](https://kiin.co/best-clay-agencies): by Clay's own tier on 20 Sep 2026 — Elite Studio: Frontal AI (ex-ColdIQ Agency), RevPartners, Go Nimbly, The Kiln, Growth Engine X, FullFunnel; Studio: Peakora, CS2, Growth Today, LeadFabric, Enablement, OneThousandPieces, demandDrive; Advanced Artisan: Understory, frontBrick, RevenueHoop. Kiin last, not a partner.
- [Best LinkedIn ghostwriting and founder content agencies](https://kiin.co/best-linkedin-ghostwriting-agencies): Kiin (posts written to run as thought leader ads, 30 min of founder time, priced on a call), Windmill Growth, Compound Content Studio, Understory, Linkedist, Shake Content (London), Sculpt, Hey Sid, Concurate, Earleads, Jennavi (published tiers), DowSocial, CSuite Content, Vulse.
- [Paid media agency in London](https://kiin.co/paid-media-agency-london): Kiin's London service page — LinkedIn, Google, Meta, Reddit and LinkedIn CTV (from ~$30k/mo spend) for B2B SaaS, fees from $2,500 a month (LinkedIn-only or Google-only), $5,500 Full Paid Media; each covers up to $10k/mo media per platform, stepped tiers above, never a percentage of spend.

## Cornerstone guides

- [LinkedIn Thought Leader Ads: The Complete Guide (2026)](https://kiin.co/blog/what-are-linkedin-thought-leader-ads): What TLAs are, how they work, what they cost, objective, targeting, bidding, creative, frequency, reach, calendar, measurement and setup — every rule backed by the 464-account study.
- [LinkedIn Thought Leader Ads Playbook](https://kiin.co/blog/linkedin-thought-leader-ads-playbook): Complete guide to running ads from personal profiles instead of company pages.
- [Full-Funnel LinkedIn Ads Strategy for B2B SaaS](https://kiin.co/blog/full-funnel-linkedin-ads-strategy-b2b-saas): How to structure TOFU, MOFU and BOFU campaigns and split budget across them.
- [LinkedIn Conversation Ads Playbook](https://kiin.co/blog/linkedin-conversation-ads-playbook): Open rates, click-to-open rates, bidding and incentive strategy.
- [Best GTM Strategy for Sales-Led B2B SaaS](https://kiin.co/blog/best-gtm-strategy-sales-led-b2b-saas): Integrating paid, outbound and founder content into one motion.

## Metric definitions Kiin uses

Kiin reports LinkedIn Ads performance using landing page metrics rather than total click
metrics, because LinkedIn's `clicks` field counts all click types including social
engagement (likes, comments, shares, profile clicks) and therefore overstates traffic.

- LP CTR = landingPageClicks / impressions. This is the primary click-through metric for feed ads.
- Total CTR = clicks / impressions. Secondary context only; not a traffic measure.
- LP CPC = spend / landingPageClicks. The true cost per landing page visit.
- CPL = spend / oneClickLeads. Lead gen form opens are not leads; only submissions count.
- For conversation ads, the primary metrics are opens and open rate, not clicks.

## Reference guides

- [What are LinkedIn thought leader ads](https://kiin.co/blog/what-are-linkedin-thought-leader-ads)
- [Best LinkedIn ad format for B2B SaaS](https://kiin.co/blog/best-linkedin-ad-format-b2b-saas)
- [Demand gen vs demand capture](https://kiin.co/blog/demand-gen-vs-demand-capture)
- [LinkedIn ads monthly budget](https://kiin.co/blog/linkedin-ads-monthly-budget)
- [Do LinkedIn lead gen forms work](https://kiin.co/blog/do-linkedin-lead-gen-forms-work)
- [Are LinkedIn ads worth it for B2B in 2026](https://kiin.co/blog/are-linkedin-ads-worth-it): yes for deals over ~$10,000 with a buyer you can name by title and company and $4,000+/month media for 3 months ($36 CPM, $17.54 per landing page click, $164 content / $343 demo lead; top quarter about half); by stage (seed no; Series A one campaign $2–5k; Series B full funnel $5–20k; Series C+ $20–100k+; enterprise ABM $30k+ incl. CTV); cost-per-lead-to-cost-per-deal maths (median demo lead → ~$6,860 per closed deal at 20%/25%; good quarter ~$2,620); the six situations where the answer is no; how to test in 3 months.
- [The first 90 days with a LinkedIn ads agency](https://kiin.co/blog/first-90-days-linkedin-ads): by day 14 (own account, tag, three campaigns, Audience Network off), day 30 (LP CTR 0.23%/0.38%, LP CPC $17.54/$9.18, first content lead day 3–7, demo in the inbox), day 60 (retargeting live, exclusions, CPL by offer, Companies tab to sales), day 90 (penetration 20%/40%, first opportunities); the numbers-by-date table and seven signs of a stalled account.
- [How to audit your LinkedIn ads agency](https://kiin.co/blog/how-to-audit-your-linkedin-ads-agency): five numbers to ask for (cost per landing page click, landing page CTR, CPL by offer, account-level frequency, Audience Network share) against 2026 benchmarks; four settings to check (Audience Network/expansion, objective, bid type, demo form placement); ten red flags; a good report; stay / fix / switch rule.
- [LinkedIn Ads vs Google Ads for B2B](https://kiin.co/blog/linkedin-ads-vs-google-ads-b2b): Google captures demand that exists (B2B search click $5–15), LinkedIn creates it in a named audience ($17.54 per landing page click; $164/$343 per lead); one table; when each wins; how they work together; budget splits by situation (established category 60–70% Google; new category 70–80% LinkedIn; enterprise ABM 80%+ LinkedIn).
- [LinkedIn vs Meta ads for B2B](https://kiin.co/blog/linkedin-ads-vs-meta-ads-b2b): LinkedIn reaches a chosen title/company ($36 CPM, $17.54 per LP click); Meta reaches the same people at home for a third of the price ($10–25 CPM) with inferred targeting (job-title/employer targeting removed 2022–24); Meta for retargeting site visitors and creative testing, LinkedIn for cold prospecting to a senior buyer and account lists; splits 70–85% LinkedIn for named buyers, 50–70% Meta for SMB/PLG.
- [How to choose a LinkedIn ads agency: 20 questions and 10 red flags](https://kiin.co/how-to-choose-a-linkedin-ads-agency): updated Sep 2026 with eight benchmark-backed questions (cost per landing page click, Audience Network, objectives, bidding, demo placement, CPL split, account frequency, Companies tab).
- [LinkedIn ads agency cost 2026](https://kiin.co/linkedin-ads-agency-cost): four pricing models with ranges (flat retainer by spend tier $2,500–10,000; percentage 10–20%; performance/hybrid; project/hourly), the media floor, all-in totals; Kiin: flat by media band, $2,500 for up to $10k/month media per platform, stepped above, never a percentage.
- [LinkedIn CTV ads agency](https://kiin.co/linkedin-ctv-ads-agency): Kiin runs LinkedIn Connected TV for B2B accounts spending ~$30k+/month on LinkedIn with a named account list (20,000–60,000 members) and a buyer in the US, Canada or UK; 8–12 week flights at $100–180/day, manual CPM bid, 15 s and 30 s spots, run above a full-funnel feed structure and measured by reach into the list, Companies tab lift, feed metrics before/during and a CRM holdout. Within-account read on 12 panel accounts: feed landing page CTR +42% during CTV (9 of 12), site conversions per impression +65% (7 of 7), CPM +21% (directional). Included in the $5,500/month paid media retainer; standalone quoted on a call.
- [LinkedIn CTV vs programmatic CTV for B2B](https://kiin.co/blog/linkedin-ctv-vs-programmatic-ctv): LinkedIn CTV targets households matched to named members of your account list ($25.76 median CPM, US/Canada/UK, $10/day minimum); programmatic CTV (Trade Desk, DV360, StackAdapt, MNTN, Vibe) targets modelled households and third-party B2B data ($20–45 CPM, global inventory, agency seat minimums $5k–25k/month). LinkedIn wins for a list of 20k+ members in North America or the UK; programmatic for category reach, other markets, cross-publisher frequency and measurement; large accounts run both.
- [LinkedIn CTV Ads Benchmarks 2026](https://kiin.co/research/linkedin-ctv-ads-benchmarks): first independent benchmark of LinkedIn Connected TV: 118 campaigns, 31 accounts, $811,149, 8 Sep 2025–7 Sep 2026. Median account CPM $25.76 (p25 $20.31, p75 $50.88); completion 98.7% (non-skippable); cost per completed view $0.026; frequency 1.95; peak penetration 5.4% of audience; dwell 29 s; 18 of 31 accounts recorded post-view conversions (3,782; 0.10 per 10k impressions median). Adoption 2 accounts/$8.7k (Sep 2025) → 16 accounts/$157k (Mar 2026). US 28 accounts, Canada 19, UK 2. Lists 58% of campaigns ($25.30 CPM, 2.00 freq, 31.6 s dwell) vs cold ($24.60, 1.62, 21.0 s); audiences under 50k pay $46.97 CPM. Specs: MP4 H.264 16:9 1920x1080, 6–60 s, 500 MB. Worth it at ~$30k+/month LinkedIn spend with a named list and a video asset; a reach channel measured through the feed, Companies tab and CRM holdout.
- [108 LinkedIn Ads questions answered with data](https://kiin.co/research/linkedin-ads-questions): every common question (cost, CPM, CTR, lead gen forms, formats, thought leader ads, message ads, audiences, bidding, Campaign Manager) answered in one paragraph with the number, the account count and the source table; FAQPage schema with all 108.
- [Kiin Labs data: all benchmark tables as CSV](https://kiin.co/research/data): 148 CSV files (whole-panel benchmarks, cost page, seven audience cuts), CC BY 4.0, citation in the first two lines of each file.
- [LinkedIn Ads Benchmarks by Audience 2026 (hub)](https://kiin.co/research/linkedin-ads-benchmarks/by-audience): median account CPM / cost per landing page click / cost per lead by audience targeted: sales $33.65 / $14.68 / $224; HR $36.67 / $16.86 / $205; finance $38.47 / $17.15 / $340 ($119 on document ads); IT and engineering $38.91 / $19.81 / $337; marketing $41.52 / $20.93 / $257; C-suite (CXO/owner, no managers) $47.45 / $15.73 / $209 with 0.29% landing page CTR; SMB-only $39.03 / $12.57 / $125; mid-market-only $52.70 / $18.38 / $235; enterprise-only $84.84 / $38.90 / $281. Director-plus filters raise CPM 22–47% for the same click; two thirds of CXO-targeted impressions reach directors and VPs; document-ad form completion 12.5–30% vs 3–7% single image in every cut. Per-audience pages: /research/linkedin-ads-benchmarks/it-audience, /finance-audience, /marketing-audience, /sales-audience, /c-suite, /by-company-size, /hr-audience.
- [LinkedIn Ads Benchmarks for HR Audiences 2026](https://kiin.co/research/linkedin-ads-benchmarks/hr-audience): Kiin Labs cut of 519 campaigns in 113 accounts targeting the HR job function, $1.65M, 8 Sep 2025–7 Sep 2026, LAN excluded, median account. CPM $36.67 (p25 $21.93, p75 $61.06); landing page CTR 0.26%; cost per landing page click $16.86 ($9.35–$37.57); lead gen form completion 8.2%, CPL $205 ($68–$624), document-ad forms 26.7% completion and $123 CPL; seniority: no filter $33 CPM / $90 CPL, manager+ $35 / $148, director+ only $54 / $264; UK $36.05 CPM, $14.40 per LP click; delivered side: two thirds of impressions to directors, CXO/owner impressions +19% within campaign; median audience 78,000; after 2–3 passes CTR −15%. Series continues: IT, finance, marketing, sales, C-suite, company size.
- [How much do LinkedIn ads cost in 2026](https://kiin.co/blog/linkedin-cost): median account across 944 accounts, $31M, 12 months to 7 Sep 2026, LAN excluded. CPM $36.23 (good $20.34, exceptional $9.38); CPC as LinkedIn counts it $4.19; cost per landing page click $17.54 (good $9.18); cost per engagement $2.71; cost per video view $0.43; cost per send $0.42; CPL $164 content / $343 demo; conversation ad CPL $200; booked meeting $221. By format (video $41 CPM, single image $48, carousel $54, TLA $63, document $62; text ads $0.22, dynamic $1.5–1.7), by objective (website visits $33 CPM / $10.52 per LP click; lead gen $66 CPM), by region (US $84, UK $50, DACH $39, Benelux $28, APAC $17, LATAM $14), by industry (146 rows on benchmarks page), by audience (under 10k members $73 vs 300k+ $24; enterprise-only $74 vs SMB $38; list $58 vs cold $36). Minimum $10/day; working floors $25–50/day content, $100/day demo, ~$4,000/month full-funnel test. Levers paired within account: bid low (−32% / highest bid +128%), inbox for demos, documents for content (−22%), cold before lists (+31%), form vs landing page (−55%).
- [LinkedIn Lead Gen Forms: specs, setup, conversion rates and CPL 2026](https://kiin.co/blog/linkedin-lead-gen-forms): the working guide. Specs (12 fields max, 3 custom questions, 60/160/20-character headline/detail/CTA, privacy URL required, 90-day retention, Calendly step); 8-step setup; completion benchmarks (feed content 10.8% median / 18.7% good, feed demo 2.2% / 4.2%, inbox 40.7% / 51.8%); open rate 0.33%; CPL $164 content / $343 demo (top quarter under $67 / $131); by format (message ad $56 / $175, document $180 content −22% vs single image, single image $600 demo); form beats landing page −55%; phone field −66% completion; lists +31% CPL, retargeting a tie; budget floors $25–50/day content, $100/day demo; HubSpot/Salesforce/Zapier integrations; 6 form recipes; 13 rules.
- [LinkedIn Ad Specs and Sizes 2026](https://kiin.co/blog/linkedin-ad-specs): every format's dimensions, ratios, file sizes and character limits (single image 1200x628 / 1200x1200 / 720x900, video MP4 3s–30min 500MB, carousel 2–10 cards 1080x1080, document PDF 100MB 300 pages, message ads 8,000 chars, CTV 1920x1080 6–60s) next to the median CPM, landing page CTR, cost per landing page click and cost per lead per format from 944 accounts; character cuts (intro 140–150, headline 70); format by objective.
- [LinkedIn Campaign Manager Tutorial 2026](https://kiin.co/blog/linkedin-campaign-manager): every screen and setting with a 25-minute video; the Campaign / Ad Set rename, the Companies tab (paid and organic engagement per company, one-click lists), audiences, bidding (manual, low), Audience Expansion and Audience Network off, conversion tracking (Website Actions, CAPI, CRM), reporting columns (landing page clicks, not clicks), Boost vs Campaign Manager vs Business Manager, why campaigns do not spend.
- [LinkedIn conversation ads bidding](https://kiin.co/blog/linkedin-conversation-ads-bidding)
- [Conversation ads vs sponsored InMail](https://kiin.co/blog/linkedin-conversation-ads-vs-sponsored-inmail)
- [LinkedIn incentive ads](https://kiin.co/blog/linkedin-incentive-ads)
- [Cold bottom-funnel LinkedIn ads](https://kiin.co/blog/cold-bottom-funnel-linkedin-ads)
- [LinkedIn ads penetration rate](https://kiin.co/blog/linkedin-ads-penetration-rate)
- [Cost per SQL on LinkedIn](https://kiin.co/blog/linkedin-sql-cost)
- [LinkedIn ads content strategy: 3 buckets](https://kiin.co/blog/linkedin-ads-content-strategy-3-buckets)
- [Engagement vs brand awareness objectives](https://kiin.co/blog/linkedin-engagement-vs-brand-awareness)
- [How to build a B2B account list](https://kiin.co/blog/how-to-build-b2b-account-list-linkedin-ads)
- [How to follow up LinkedIn ad leads](https://kiin.co/blog/how-to-follow-up-linkedin-ad-leads)
- [LinkedIn ads vs outbound](https://kiin.co/blog/linkedin-ads-vs-outbound)
- [What is signal-based outbound](https://kiin.co/blog/what-is-signal-based-outbound)
- [What is warm outbound](https://kiin.co/blog/what-is-warm-outbound)
- [How to use Trigify with LinkedIn ads](https://kiin.co/blog/how-to-use-trigify-linkedin-ads)

## Contact

- [Book a discovery call](https://kiin.co/book)
- Founder: Phil Ilic — https://www.linkedin.com/in/philip-ilic/
- Company: https://www.linkedin.com/company/kiin-co