The most expensive
paid channel that pays.
LinkedIn Ads costs five to ten times the CPC of other paid social, and for the right B2B buyer, it’s still the best dollar you’ll spend. Sales conversations from named accounts. Pipeline you can attribute. We run LinkedIn the way it was built to be run, firmographic precision over reach.
- Why LinkedIn matters for Australian B2B
- // Industry data, 2024-25
14M
Australian LinkedIn members, more than 2 in 3 working-age adults
- LinkedIn, 2024
4×
Higher purchase intent on LinkedIn vs other paid social for B2B
- LinkedIn Marketing Solutions, 2024
$18-30
Typical cost-per-click range across competitive AU verticals
- Industry benchmarks
C-suite
Decision-makers and budget-holders, reachable by name and title
- LinkedIn, 2024
- // Ad formats
Five ad formats. One audience that converts.
SPONSORED CONTENT
Single-image, video and carousel ads in the LinkedIn feed. The foundation of any LinkedIn account.
- Image, video & carousel
- Document Ads (PDFs)
- Audience segmentation
- Creative testing cycles
SPONSORED CONTENT
Native feed placements with full firmographic targeting underneath: company name, industry, seniority, function, skills. Most of what we run on LinkedIn starts here, with creative tailored to a small, named audience
TALK TO US ABOUT SPONSORED CONTENT
- Image, video & carousel
- Document Ads (PDFs)
- Audience segmentation
- Creative testing cycles
LEAD GEN FORMS
LinkedIn's pre-filled in-platform forms. The highest-conversion lead format LinkedIn offers.
- Form strategy & fields
- Lead-handoff to CRM
- Hidden-field UTMs
- Conversion-quality scoring
LEAD GEN FORMS
Form opens inside LinkedIn, pre-filled with the member's profile data. Conversion rates two to four times higher than off-platform forms. Best paired with a meaningful offer (research report, audit, calculator) rather than a generic enquiry.
TALK TO US ABOUT LEAD GEN
- Form strategy & fields
- Lead-handoff to CRM
- Hidden-field UTMs
- Conversion-quality scoring
SPONSORED MESSAGING
Conversation Ads and Message Ads. Delivered to the inbox, opened on read.
- Conversation flow design
- Sender-profile strategy
- Personalisation tokens
- Reply handling
SPONSORED MESSAGING
Direct-to-inbox ad placements. Conversation Ads support a choose-your-own-path structure (great for qualification flows). Message Ads are simpler one-touch sends. Both perform best from a real sender, not a generic brand profile.
TALK TO US ABOUT MESSAGING
- Conversation flow design
- Sender-profile strategy
- Personalisation tokens
- Reply handling
ACCOUNT-BASED TARGETING
Upload your target account list. Run campaigns to a finite, named audience.
- Account-list matching
- Layered audience filters
- Sequenced creative cadence
- Pipeline attribution
ACCOUNT-BASED TARGETING
The closest paid-social gets to true ABM. Upload a target-account list (matched by company name + domain), layer firmographic and seniority filters on top, then run sequenced creative against that audience over weeks. Pipeline-attributable when set up properly.
TALK TO US ABOUT ABM
- Account-list matching
- Layered audience filters
- Sequenced creative cadence
- Pipeline attribution
THOUGHT-LEADERSHIP ADS
Boost a leader's organic post as a sponsored placement. Founder-led media at scale.
- Leader-post planning
- Content & post coaching
- Boost strategy
- Engagement reporting
THOUGHT-LEADERSHIP ADS
Sponsor a post from a named employee (CEO, founder, expert practitioner) and run it as a feed ad. Outperforms brand-page content by 5-10x on engagement, and far more trusted by buyers. Requires a leader willing to post and a coordinated content plan.
TALK TO US ABOUT THOUGHT-LEADERSHIP
- Leader-post planning
- Content & post coaching
- Boost strategy
- Engagement reporting
- // Real examples
B2B ads that reach real decision-makers.
01/04
Sponsored Content
Single-image, video and carousel ads in the LinkedIn feed. The foundation of any LinkedIn account.
02/04
Lead Gen Form
LinkedIn’s pre-filled in-platform forms. The highest-conversion lead format LinkedIn offers.
03/04
Message Ad
Conversation Ads and Message Ads. Delivered to the inbox, opened on read.
04/04
Document Ad
Upload your target account list. Run campaigns to a finite, named audience.
- // How we work
A method, not a mystery.
01
Audit
Account audit, conversion-tracking review, competitive benchmark. Wasted spend identified, restructure mapped before anything goes live.
02
Restructure
Campaign architecture aligned to margin, not vanity. Match types, audiences, bidding, naming conventions, all rebuilt from the ground up where they need to be.
03
Launch & Iterate
Creative, copy, landing-page recommendations and weekly hygiene. Negatives, query reports, bid adjustments, audience refinements. Done as a habit, not an emergency.
04
Report
Plain-English reporting that ties spend to revenue, not impressions. Monthly business review with a senior account lead, not an account-management report.
- // Why Paperstack
B2B operators who know the audience.
LinkedIn rewards firmographic discipline and punishes reach-chasing. We work with B2B brands across SaaS, professional services, financial services and considered-purchase categories. Every account starts with the question ‘who, by name, should this reach?’, and the targeting is built backwards from there.
150+
Australian brands run across paid media at Paperstack
20+ yrs
Senior paid-media experience leading every account
Partner
Google Premier Partner, Meta Business Partner, Microsoft Advertising Partner
2
Studios: Melbourne CBD + Surfers Paradise
- // FAQs
Questions, answered straight.
What's a realistic LinkedIn Ads budget?
$5,000/month media is the floor for a structured account, below that, audience sizes get too small to be statistically reliable. Most B2B accounts we work with sit in the $10-40k/month range, with enterprise / ABM programmes going significantly higher.
Why is LinkedIn so expensive?
Because the audience is. LinkedIn knows your job title, employer, seniority and tenure, and prices the auction accordingly. The right way to think about LinkedIn CPC isn’t comparing it to Meta, it’s comparing it to the cost of a sales call to the same decision-maker, where LinkedIn is dramatically cheaper.
How do you track LinkedIn ROI?
Through full-funnel attribution that ties LinkedIn impressions and clicks to closed-won opportunities in your CRM, typically HubSpot, Salesforce or Pipedrive. We set up the LinkedIn Insight Tag, configure offline conversions for sales-stage events, and report on pipeline influenced, not just leads generated.
What's the difference between LinkedIn Lead Gen Forms and a landing page?
Lead Gen Forms typically convert 3-4x higher because they pre-fill from the member’s profile. Trade-off: less qualification, less brand context. We use Forms for top-of-funnel offers (reports, audits, calculators) and landing pages for higher-intent offers (demo requests, sales calls).
Can you do ABM on LinkedIn?
Yes, LinkedIn is the strongest paid surface for ABM in the world. Upload a target-account list, layer firmographic filters, run sequenced creative over weeks, and you can hit named buyers with named messaging at a level no other platform supports natively.
- // LinkedIn Ads
Want a free LinkedIn Ads audit?
30 minutes with a senior B2B strategist. We’ll review your account, score your audience targeting and creative, and tell you the three changes worth making this quarter.