Reaching out to cold prospects has never been easy. You can have the perfect email, compelling offer, and solid research, but if your name doesn’t ring a bell, your chances of getting a reply are slim. That’s where LinkedIn Ads come in—not to replace your outreach, but to warm up your audience before your sales team ever hits “send.”
Done right, LinkedIn Ads create familiarity, credibility, and interest—so that when a rep finally reaches out, the prospect already knows who you are and why the conversation matters.
Start by Identifying High-Intent Accounts
Before launching any ads, align with your sales team on which accounts matter most. These could be part of an account-based marketing (ABM) strategy, recently active leads, or companies visiting key pages on your site.
Once you have your target list, upload it to LinkedIn using the Matched Audiences feature. This lets you show ads specifically to decision-makers at companies your sales team plans to approach. It’s not about casting a wide net—it’s about showing up where it matters.
Use Content to Build Recognition, Not Just Clicks
Early-stage content should focus on brand awareness and education—not the hard sell. Think thought leadership, customer success stories, or insights that relate to your prospect’s pain points. You’re building trust and authority, not asking them to convert just yet.
Don’t underestimate the power of a familiar name. When a rep reaches out and the prospect thinks, “I’ve seen this company somewhere,” you’ve already removed one layer of skepticism.
This is where best practices for linkedin ads really come into play: show up with value, not noise. Use messaging that speaks to the role, not just the product. Use visuals that feel professional but not overly polished. Most of all, aim for relevance over reach.
Sequence Your Ads for Progression
Rather than running the same ad over and over, build a sequence. Start with top-funnel ads that introduce your brand or point of view. After a few days or weeks, move into more specific use cases or social proof. Closer to outreach, run ads with testimonials, results, or team introductions.
This structured approach mirrors a conversation. You’re planting the idea, backing it up, and then preparing them for a real interaction. If you’re retargeting based on ad engagement or site visits, you can even build dynamic sequences that respond to prospect behavior.
Make the Outreach Personal—and Timed Right
Once your campaign has been live long enough to generate impressions and engagement, it’s time for your sales team to step in. Their outreach should acknowledge the content—mention a guide, reference a topic from a video, or even comment on a shared connection.
The prospect may not have clicked or downloaded anything. That’s fine. The point is they’ve seen your brand. You’re not a stranger, and that context gives your message a much higher chance of being opened and read.
For best results, time the outreach 1–2 weeks after the last ad in the sequence. That window strikes the right balance between familiarity and urgency.
Use Engagement Data to Prioritize
Not every account will engage the same way. Use ad data to prioritize outreach. LinkedIn will show you who watched your videos, opened your Lead Gen Forms, or clicked through to your site. These signals can help your sales team focus on the warmest prospects first.
If you’re running this through a CRM or marketing automation platform, connect those signals so they show up in your reps’ dashboards. It makes outreach feel more targeted—and more likely to land.
Why It Works
You’re not relying on luck or aggressive follow-ups. You’re playing the long game. Prospects feel like they know you before they ever get a message, which shifts the tone of the conversation. It’s less about explaining who you are and more about exploring how you can help.
Using best practices for linkedin ads in this way doesn’t just warm up leads—it improves the whole buyer experience. You’re making life easier for your sales team and creating a smoother path from cold to close.
Final Thought
LinkedIn Ads aren’t just for leads—they’re for leverage. When you use them to build recognition before outreach, you give your sales team the edge they need to turn quiet inboxes into booked meetings and real pipeline.
