Remotion: The LinkedIn Ads Agency

I’ve spent the past decade helping B2B tech companies turn LinkedIn into their most powerful growth channel.

As Founder of Remotion, I work with some of the fastest-growing B2B brands in the world - from scale-ups to soon-to-be category leaders. We specialize in LinkedIn Ads for B2B tech, because focus matters. 

Our clients don’t need another generalist agency. 
They need a partner who knows how to build demand, generate pipeline, and strengthen brand with the people who actually buy.

What sets us apart:

1️⃣Proven expertise - 10+ years running LinkedIn Ads, managing millions in spend every month.
2️⃣Strategy + execution - not just button-pushing, but building the growth engines behind tomorrow’s tech giants.
3️⃣Founder-led approach - I stay close to the work, the clients, and the craft.

If you’re building a B2B tech company and want to:
Generate consistent pipeline
Build a brand your market trusts
Run LinkedIn Ads that actually work

Then you’re in the right place.

Gabriel Ehrlich

When your marketing is so good it literally stabs people in the heart.

Gabriel Ehrlich 

Stop letting them gatekeep your LinkedIn Ads results.
Do this instead (it takes 5 minutes):

1. Export the SQLs from your CRM from a reasonable timeframe (enough for some data) 
2. Find your top 3-5 job titles (combined should make up >50% of SQLs)
3. Go to your LinkedIn Ads account.
4. Select all the campaigns in the last 180 days.
5. Click "Professional Demographics"
6. How much of your top job titles show up here? 
7. Combine them. What's the %? 

Now repeat this for company size and industry. 

The gaps might explain at least some of the reasons why your LinkedIn Ads aren't working.

Save this for later.

In 2025, we made some major changes to the strategies we deploy to our clients on LinkedIn Ads.

If you think you can just drift casually into 2026 with the same stuff you were doing in 2024 - think again. 

Unfortunately, things are going to get a lot tougher. 

Fortunately for you, someone talked me into sharing some of my hard-won insights on LinkedIn Ads (in general, and ABM in particular) as part of the LinkedIn ABM Bootcamp 2026 for ZenABM.

You've got me and 10 other experts going deep on all things ABM, so you won't want to miss it. 

I don't agree to do a lot of these, so this is a good chance for you to hear me speaking off the cuff about everything LinkedIn Ads.

You can check out the full line-up and register at the link in the comments.

LinkedIn Ads aren’t a vending machine for leads.

One of the first questions I ask prospects is: “So, what are you looking to get out of LinkedIn Ads? Brand awareness, or leads?”

The answer usually starts with “brand,” but it doesn’t take long before the conversation circles back to leads.

And I get it - we all want leads. 

But LinkedIn Ads don’t always work the way you expect or deliver results exactly how you want them to.

Here’s the thing: LinkedIn Ads are as much a long-term investment in your brand as they are a tool for short-term lead generation.

Now, I’m not the guy who will tell you, “If you build it, they will come.” Some long-term plays never pay off. Not every startup can afford to think a year - or even six months down the line.

But if you are in a position to think long-term, here’s my advice: start today.

Why?

Long-term brand investment leads to easier sales down the line.

Customers who trust your brand are more likely to convert and stay.

And, frankly, lead generation campaigns perform better when they’re supported by strong brand awareness.

Of course, this mindset shift isn’t easy.

Communicate this to the top. 

Your CEO, CFO, or leadership team needs to understand that not everything that matters can be tracked in a neat Excel sheet.

Go to “attribution rehab.” Start opening your mind to ways of measuring success beyond immediate results. 

Yes, track what you can - but don’t ignore the value of building trust and recognition over time.

When you balance the short-term need for leads with the long-term commitment to building your brand, you’re setting yourself up for real, sustainable growth.

Dear VP Marketing,
Did you know that 90% of LinkedIn Advertisers are unqualified to do so?

That's right. 
How do I know this? Because I've seen your work. 

I've audited your campaigns, time and time again. 

About half are just dogs**t (sorry), with all sorts of misconfigurations. 
The next 40% are just poorly thought out, uninspired, or just lazy. 

I've interviewed hundreds for this role.
You'd be shocked at how many get disqualified for not knowing basic technical things about LinkedIn Ads. 

So, when you hire somebody to do this in-house, think for a moment about the fact that literally no one in your company has any idea if this person really knows their stuff on LI Ads, or if this person just bluffed their way into their job. 

At the very least, ping your favorite neighborhood LinkedIn Ads expert (moi) to audit their work - to see if it the reason it's not working is that you hired the wrong person. 

Patiently awaiting your ping,
Gabriel

A very good thought leader ad manages to do several things at once: 
1. Builds your person brand
2. Builds demand for your product/service (engaging with the 95%) 
3. Captures demand from the 5%.

I have theories about why this works like this so well, but in the end it's indistinguishable from magic.

Don’t run LinkedIn Ads. Pause your campaigns.
Just stop right now. 

Why? 
Because you (you know who you are), are literally throwing money away.
Your company has spent tens, maybe hundreds of thousands of dollars on LinkedIn Ads - and what exactly do you have to show for it? 

At best - a decent collection of MQLs that atrophy in your CRM. 
A painful reminder that this, too, has failed.

At worst? 
At worst, it’s nothing. 
Some engagement. 
Some clicks. 
But really, nada. 
Zero.

So why not just stop everything…
At least until someone that understands LinkedIn Ads has a look at your account and tells you EXACTLY what you’re doing wrong. 

Good thing for you, you’re reading this post, and you just found someone that can do that for you. It really must be your lucky day, because this guy happens to be one of the best that ever played the LinkedIn Ads game. 

_____

Hi, I’m Gabriel 👋
I’ve been running LinkedIn Ads for B2B SaaS for over 10 years now. 
My agency, Remotion, only does LI Ads - and helps companies like your finally get them to work.

If you’d like me to take a look at your ads, and see how you can turn things around, schedule a strategy session with me here: https://lnkd.in/duN-7n29

LinkedIn Ads Expert | Ex-LinkedIn | Digital Account Manager | B2B Marketing

I help B2B teams turn LinkedIn Ads into a reliable growth channel.

After years at LinkedIn as a technician - and later leading strategy for 100+ clients at the world’s largest LinkedIn Ads agency - I’ve seen the same patterns repeat: 

Businesses treating LinkedIn like Google. Skipping the buyer journey. Expecting conversions from people who barely know them. 

Now, I run a Boutique LinkedIn Ads Consultancy for companies that want performance - and know it takes clarity, consistency, and coordination across marketing and sales. 

I work best with businesses that: 

– Know their audience 
– Have a clear offer and real differentiators 
– Value long-term growth over shortcuts 
– Create content their ICP actually cares about 
– Want strategy and execution working hand-in-hand 

I help clients build LinkedIn engines that support how people actually buy - with awareness, trust, relevance, and timing. 

If you’re navigating long sales cycles, complex buying committees, or just trying to make LinkedIn finally work - I’d be glad to talk. 

Message me to learn more!

Sheila Coque

I didn’t start my own LinkedIn Ads practice because I felt confident.
I started it mid-2025, working 10+ hours a day, 7 days a week,
including the months when I had 0 clients.

I did things I never imagined myself doing.
Sales, for one.
Accounting was worse (Brazilian bureaucracy is something else).

2025 wasn’t easy. Not even close.

I don’t think I could have done this
if I had kids.
If I had to carry the house alone.
If I didn’t have 15+ years of prior business experience to lean on.
If I wasn't working out as much. 

That context matters.

Still, here’s what the last 6 months look like on paper:

– 93 long-form posts written in 2025 (no AI)
– 100% inbound leads
– 100% lead → booked call
– 97% booked call → closed won
– 14 long-term agreements signed
– 01 client fired
– 09 one-time projects sold (audits and strategy work)
– 78% profit margin

I built this mostly on my own.
With some support in operations.
And one account management partnership I deeply trust.

Truthfully, a big part of this wasn’t about growth.
It was about proving something to myself.

Confidence has never been my default setting.
So I did what I know how to do: I built evidence.

At the same time, I wanted to learn what running a business actually means.
Not the social media version. The real one.

There’s still a lot I don’t know.
But I do feel a quiet sense of accomplishment.
And clarity.

Because 2026 will look different.

I’ll bring on more people.
More tools.
And I’ll step up my pricing.

I’m pretty sure those sky-high conversion rates have more to do with underpricing than magic. 

I have big plans for 2026.
And this time, I’m building them at the right altitude.

LinkedIn Ads Expert | Ex-Linkedin | Managed 110+ LI Ad Accounts | Lessons from Real LinkedIn Ads Campaigns

I recently took on a short-term project I normally would’ve declined.

• $1k/month ad budget
• Cold LinkedIn campaigns
• ~80k TAM in the US
• Expectation: ~200 leads via a contest-style subscription

Before starting, I was clear:
I’ve never seen that outcome happen under those constraints.

Still, I like being proven wrong. That’s how you learn.
So I made an exception and ran a short-term engagement to see how this would actually play out.

We did the work properly:

• Scrutinized the full audience
• Narrowed to the segment most likely to convert using the client’s own data
• Chose the most cost-efficient objectives and ad formats available
• Built content briefs based on proven winners from my own accounts (some with 30%+ CTR averages)
• Launched, monitored, and adjusted constantly

Once the data was statistically usable, we did what you’re supposed to do:

• Paused underperformers
• Refined demographics
• Launched retargeting from the small audience we’d built
• Optimized everything that could realistically be optimized

Performance tracked exactly where industry benchmarks said it would.
After ~4 weeks, CPL landed around $240.

That’s when the feedback came:
That the campaign was passively accepting underperformance.
That the failure was entirely on execution.

And look... LinkedIn Ads is humbling. I can take honest feedback.

But I can’t compress market education, trust building, and signal clarity into a few weeks and a very low budget.

I can’t fully eliminate cold-audience waste without a pre-qualified list.
That’s how cold media works.

This project didn’t teach me anything new about LinkedIn Ads.

But it reinforced a few things I keep seeing over and over:

• LinkedIn Ads is not a lead vending machine
• LinkedIn Ads doesn’t create demand out of thin air
• No amount of expertise can fix expectations that were never grounded in reality.

Over the past 7 months, a client invested $17,600 in LinkedIn Ads.
Rough math: ~$300K in revenue
That’s ~17x ROAS.

The main goal wasn’t lead gen.
It was simply to test the channel.

Here’s what came out of it:
• 39 sales-qualified conversations
• ~40% SQL → closed-won
• ~15 deals
• ~$20K average LTV per deal

There were:
• No lists
• No videos
• No lead magnets
• No CTAs on posts
• No distinctive brand assets
• No conversion-optimized website

What was in place:
• Native LinkedIn targeting
• Thought Leader Ads
• Strong operational discipline

But IMO, the real drivers sat outside the ad account:
• Clear product-market fit
• Existing, high category demand
• Competitors unsure who they actually serve
• Deep understanding of who buys and in which buying situations
• A very simple, opinionated offer
• Consistent founder-led content building memory over time

They were already winning before Linkedin Ads. 

LinkedIn Ads didn’t create that success.
But it did accelerate it.

I’ve never seen a massively successful LinkedIn Ads account that was struggling to acquire customers everywhere else.

Have you?

So when I hear:
“LinkedIn Ads are too expensive”
“LinkedIn Ads don’t work”

I can’t help but think:

Maybe LinkedIn Ads isn’t the main problem.
Maybe LinkedIn Ads is being asked to solve something that isn’t theirs to fix.

If ads feel too hard, it’s often because the business is.

One thing becomes painfully clear when you run LinkedIn Ads:
often the hardest part isn’t performance.
It’s proving it.

Seven months in, working with my own first clients, that reality hits hard.

Marketing science is pretty clear on one thing:
new paid channels don’t reveal efficiency first.
They reveal patterns.

But businesses don’t want patterns.
They want to know their Return on Ad Spend... 

The convo is always the same:
“[whatever you say here], but what does our ROAS look like?”

And if you’ve worked in B2B, you know things get messier the moment attribution enters the room.

LinkedIn Ads shows a booked call.
HubSpot says “Direct traffic”.
Sales says “They already knew us”.

No one is lying.
This is just how buying actually works.

That’s one reason I’ve been suggesting clients test Fibbler.

Not to manufacture ROAS.
But to give ad exposure the credit it usually loses in this fight.

Sometimes, that’s all you need.
More context.

One recent example surprised a lot of people.

Even after seeing screenshots of impressions served to high-value accounts, doubt remained.

As we say in Brazil: “Santo de casa não faz milagre.”
Roughly, a prophet is never believed in their own land.

Only after connecting Fibbler did the conversation change.
$573,259 in LinkedIn Ads–influenced revenue tends to do that...

It doesn’t end the debate forever.
But it gives you leverage in an attribution fight many of us are soooo tired of having.

And after that?
For now, it’s just back to work.

A lot of LinkedIn ABM motions break down even when best practices are followed.

Not because of creative, campaign objectives, or other tactics.
But because uneven impression distribution leaves large parts of the account list effectively invisible.

This post is about that invisibility.
The accounts that never see the brand enough to be remembered when buyers are actually in-market.

Leo Torres and I are redesigning a ABM strategy for a high-ACV, low-volume B2B business, and early data forced a rethink.

Not because results were bad.
But because once we joined paid impression history with deal outcomes, the story stopped matching how ABM is often executed.

What we found was uncomfortable enough that I repeated the same analysis across my five largest clients, just to see if the pattern held.

It did.

This work was grounded in:
- CRM deal history
- Client feedback
- LinkedIn company-level delivery data
- Buyer-journey analysis (via Fibbler), connecting exposure patterns to real decision timing

First, none of this is a new discovery.

Decades of research in advertising and behavioral science show that memory and trust build through repeated, spaced exposure, while returns flatten as repetition increases.

Second, this is still a small dataset inside an auction system, so we’re careful about causality.

What we've found: 

When paid impression history was joined with deal outcomes, a consistent directional pattern emerged across all of them:

1. A small subset of target accounts absorbed a disproportionate share of paid impressions

2. A large portion of the ABM list remained materially underexposed

3. The largest share of closed-won deals did not come from the most-impressed accounts

4. The high-impression tail skewed toward losses or stalled deals
(association, not causation)

5. Wins did not require extreme paid exposure

6. The “sweet spot” consistently sat in a lower-to-moderate exposure range
(it varied by client, but generally landed around ~300–800 impressions per account)

This is not proof that high-impression accounts were “over-sold.”
And this is not an argument against frequency.

What it does show is something more structural:
In the analyzed cases, a large portion of the TAM never received enough exposure to fairly evaluate the offer at all.

The data supports:
- Diminishing returns at high concentration
- Real concentration risk from oversaturation
- No evidence that forcing accounts into high-frequency bands improves outcomes

For these accounts, performance was constrained by something  basic:
uneven exposure across the account universe.

If most of your TAM is systematically invisible, continuing to optimize everything around that invisibility is unlikely to change outcomes in a meaningful way.

Tomorrow, I’ll share how this insight forced us to rethink how cold ABM campaigns are structured in the first place, not just how they’re optimized.

Do you often do this exposure audit across your ABM accounts yet?

Joining LinkedIn paid impression data with deal outcomes broke our 2025 ABM playbook.

We stopped asking:
“Should we increase TAM, ad frequency, content diversity, formats?”

And started with something more basic first:

- Who has actually seen us enough to evaluate the offer?
- And what does “enough” mean for this business?

(This post builds directly on the exposure post I shared yesterday).

Those questions changed how we structure cold LinkedIn Ads ABM.

Impressions stopped being treated as a volume metric.
They became a coverage signal, analyzed at the company level, over rolling time windows.

From there, we stopped optimizing campaigns in isolation and started segmenting accounts by real paid exposure.

We're keeping the structure intentionally simple:

- Cluster 01 - Underexposed
Not enough repetition to reasonably evaluate the offer.
No shared familiarity. No internal justification yet.

- Cluster 02 - Decision band (anchored in closed-won CRM data)
Sufficient exposure for recognition, confidence-building, and buying-group alignment.
This is where most closed-won deals showed up.

- Cluster 03 - Saturated
Diminishing marginal value unless new signals appear
(e.g. a new buying trigger).

One important clarification:

This doesn’t mean exposure cause the outcome.
It means insufficient exposure makes meaningful evaluation unlikely.

Execution doesn’t need to be complex:

– We're using dynamic company audiences in LinkedIn Ads Manager
– Let exposure tiers (through the paid impression filter) drive inclusion and exclusion logic

What does change is how success in the cold layer is evaluated:

– Account coverage becomes a primary health signal
– Over-delivery is actively suppressed where marginal value drops (based on your sales data)
– Spend is more concentrated during plausible decision windows, not evenly over time

Now, this isn’t a copy-paste framework.

Your market, ACV, audience, sales motion, buying cycle, sales data will differ.

But if you’ve tried multiple tactics and your ABM motion still doesn’t take off, audit your company list exposure distribution.

If most target accounts haven’t seen you enough to form a view, no amount of downstream optimization will fix that.

That lens alone is worth carrying forward.

We’re still testing this model.
If it holds, we’ll share the performance comparison.
If it doesn’t, we’ll keep following the data and adjusting. 

Do you already run ABM like this, how are the results showing up for you?

taplio

The Battle

Gabriel Ehrlich

Sheila Coque

Followers

Posts

Engagements

Likes

Performance ScoreGabriel Ehrlich's LinkedIn Performance

Performance ScoreSheila Coque's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Gabriel Ehrlich

Sheila Coque

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gabriel Ehrlich's LinkedIn Performance

Performance ScoreSheila Coque's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreGabriel Ehrlich's LinkedIn Performance