Leading LinkedIn Ads Agency in NYC | Cogney

LinkedIn ads work because you're reaching professionals in their professional space. They're there actively updating their resumé, networking, or yes, taking a "productive" break from work to scroll their feed. Even if someone is just scrolling, the professional context means they're still thinking about industry trends, career moves, and business challenges. That's exactly when they're open to discovering solutions that could make their work life better.

While the cost per click might be higher than other platforms, you're reaching people with actual buying power who are in a business mindset, not interrupting someone's cat video binge.

And the best part is LinkedIn rewards relevant ads with a lower cost per click and more reach.

Yep, the higher the quality of your ads, the less LinkedIn charges you. That being the case, a top agency like Cogney can significantly increase the efficacy and ROI of an LinkedIn ad campaign. Here's how we do it...

Our Approach

Month One

Month One of the campaign is generally dedicated to laying the framework for the campaign:

Analysis of historical account data, if any
Audience research
Building out the campaign and ad set structure
Research to discover unique selling points and pain points
Writing ads in A and B versions for each ad set
Providing landing page recommendations
Setting bidding strategy
Tagging analytics and performing quality assurance of the data
Setting up dashboards
Launching campaign

Month Two and Onward

Month Two and onwards are dedicated to daily monitoring and weekly optimization. The key is putting in place a testing framework to enable a positive performance feedback loop:

Analyze ad metrics (CPC, CTR, etc.) and site metrics (sales, inquiries, etc.)
Segmentation analysis by device, gender, age, etc
Expand exclusion lists to eliminate irrelevant traffic
Adjust bids
Reallocate budget and pacing based on all of the above
New audience research and landing page recommendations
New ads for A/B testing
KPI and ROAS (Return On Advertising Spend) reporting

FAQs

1. Who does LinkedIn ads work best for?
LinkedIn ads are particularly powerful for B2B products, high-ticket services, and professional education. Think enterprise software, consulting services, or executive training programs.

2. How much do ads on LinkedIn cost?

In Hong Kong we find the average cost per click on LinkedIn to be $3-10. The price you pay depends on who you're targeting, the attractiveness of your ad, its placement, and other factors. Generally, we recommend that clients run at least $3,000 of ads per month. Our value comes from optimization which we can't do if the numbers aren't moving fast enough to see patterns or make decisions. Cogney charges the client a percentage of overall spend or a minimum monthly management fee, whichever is greater. Note that our agency fees are separate from the cost of ads.

3. What LinkedIn ad formats are most effective?

In general, video works best, particularly videos with quick cuts that get to the meat of the message within the first few seconds (people have short attention spans). What works for one brand doesn't necessarily work for another though. It's best to try several different ad formats and to A/B test.

4. How can I reach the right audience?

LinkedIn offers a smorgasbord of targeting attributes to advertisers, including:

Locations
Skills
Job Functions
Job Titles
Interests
Groups
Schools
Fields of Study
Remarketing
Lookalike Audiences

These attributes are layered on top of each other like a Venn diagram to create unique audiences to target to.

5. What's the difference between remarketing and lookalike targeting?

Remarketing is showing ads to people who previously interacted with your brand, while lookalikes are an expansion of your remarketing audience whereby LinkedIn finds a larger audience similar to your remarketing list based on common qualities.

6. Why are your ad management services better than others?

We've run successful ads on LinkedIn for over ten years. Here's what makes our results seem magical:

Rigorous analytical basis for bid adjustments
Objective, standardized approach to conduct split tests
Effective ad copy that amplifies your value proposition
Ad imagery based on psychological elements including symmetry, patterns and repetition, which our brains find inherently pleasing
Above all, a team that cares deeply about your business achieving its goals and what it takes to get there