I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most marketing teams don’t have a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 -- they have a “ 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘪𝘴 𝘣𝘳𝘦𝘢𝘵𝘩𝘪𝘯𝘨 𝘥𝘰𝘸𝘯 𝘮𝘺 𝘯𝘦𝘤𝘬 𝘢𝘣𝘰𝘶𝘵 𝘸𝘢𝘴𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵” problem.

If that feels familiar, you’re in the right place.

Because here’s the truth no one wants to say out loud:

You’re not being judged on “running ads.”

You’re being judged on:

– whether the targeting is signal-based (not spray-and-pray),
– whether your spend is defensible,
– whether your funnel isn’t Swiss cheese, and
– whether your campaigns make leadership feel safer, not more nervous.

That’s where I come in.

I’m JD — SVP of Revenue & Growth at Impactable, where we’ve managed $𝟱𝟬𝗠+ 𝗶𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, worked with 𝟲𝟬𝟬+ 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝘀, and currently support nearly 𝟮𝟬𝟬 𝗮𝗰𝘁𝗶𝘃𝗲 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 across multi-channel.

Me personally?

I’ve audited, fixed, or rebuilt 𝟯𝟬𝟬+ 𝗮𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, overseen $𝟮𝟱𝗠+ 𝗶𝗻 𝘀𝗽𝗲𝗻𝗱, and on average save teams ~𝟱𝟬% 𝗶𝗻 𝘄𝗮𝘀𝘁𝗲𝗱 𝗯𝘂𝗱𝗴𝗲𝘁 when I step inside their Campaign Manager.

Not because I’m magical.

Because I actually understand people.

And your pipeline isn’t an algorithm problem -- it’s a 𝙝𝙪𝙢𝙖𝙣 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢.

𝗪𝗛𝗔𝗧 𝗜 𝗛𝗘𝗟𝗣 𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗗𝗢

If you’re a mid-market B2B org (SaaS, IT, pro services, cybersecurity, finserv, AI, etc.) and your ACV actually matters…

I help you:
• Build audience-first programs that target based on intent signals, not job titles
• Stop lighting money on fire with bad structure, sloppy segmentation, and guesswork
• Fix the funnel so retargeting actually works
• Run multi-channel the way real buyers behave (LinkedIn → Google → Direct, not fantasy journeys)
• Prove marketing impact without resorting to vanity metrics
• Look your leadership team in the eyes and confidently say:
“Yes — this is working.”

Impactable is a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗱𝗲𝗲𝗽 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗰𝗰𝗲𝘀𝘀, but the real secret sauce is our 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚-𝙛𝙞𝙧𝙨𝙩 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 and 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮-𝙛𝙞𝙧𝙨𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. We don’t just “push buttons.” We help you avoid the political disasters that get marketers fired.

A little more human stuff
I’m married to an incredible woman.
We have 6 kids, 2 dogs, and I’m in the gym/sauna daily because… well, 6 kids.
Sour Patch Kids own me. No shame.

If you want to chat LinkedIn Ads, funnel design, or how to stop burning budget (without a sales pitch), I’m always happy to yap.

🌎 impactable.com
📨 jonathan.g@impactable.com

JD Garcia

"How much revenue will my $5k budget generate?"

I hate saying "it depends," so I made this:

--

To be fair, all of this still depends because I can't factor in things like - 

- % in-market audiences
- competition
- creative fatigue
- depreciation

But this is a hell of a lot better than a blind guess.

(and if you don't have these benchmarks to plug in? that's your first problem - go find them)

--

Anyway, here's some of the logic in this little calculator I built:

1. The "Active" Reality

You can target 5,000 companies.

But if your "Active User Rate" is only 60% (people who actually log in), your addressable audience is much smaller.

We have to account for the ghosts.

2. The Frequency Tax

Notice the Frequency in the middle: 5.1

Most people spread their budget too thin and hit a frequency of 1.2

That is the "Ignorability Zone."

This calculator forces you to see if your budget can actually support the frequency needed to drive action.

3. The Full Funnel Physics

We aren't stopping at Leads.

We are connecting the LP Conversion Rate (2%) all the way down to the SQL to Close Rate (40%).

This shows you exactly where the funnel breaks before you spend a dime.

4. The Leadership Love Language

Look at the bottom right.

CAC Payback Period: 2.4 Months
ROAS: 4.92x
❤️

--

This is how you get budget approved.

You don't pitch "Brand Awareness."

You pitch specific financial outcomes based on conservative inputs.

Stop hoping the math works out.

Model it out 👊🏽

--

I'm thinking about hosting this on our site and making it available for anyone to use - do you think it would be helpful?

Anything that's not on here that you think should be?
(I didn't include sales cycle, so I know that's one)

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

Here's a super quick #linkedinads tip that can save you thousands and takes less than 5 mins to do:

1. Go to your Campaign Manager dashboard
2. Click on your "Ad Sets"
3. Click on "Filter" and click on "Reset"
4. Select the "Active" checkbox
5. Check the box for all Active Ad Sets
6. Click on the "Bulk Actions" button toward the top left
7. Select "Export selection"
8. Once downloaded, open the CSV file
9. Check column M & N
10. Change all "Yes" to "No"
11. Save the file
12. In Campaign Manager, select "Import File"
13. Import the file you saved
14. Once done, ensure no errors happened
15. Pay yourself on the back

So many times when I audit an account that has dozens of ad sets, I find ones that accidentally had LAN or AE enabled.

This little workflow, which takes no time, will save you a ton of budget and headache.

In B2B marketing land, we deal with a little something called Schrödinger's ROI 🐈

You see, in the first 30 days of your campaigns, the ROI is in a state of superposition.

Both 💀 and alive at the same time.

--

The 💀 state:

- you've spent money
- you've used resources
- the ROAS cell says "#DIV/0!"

If you're only looking here, you're cooked.

The Alive state:

- you're saturating your target account list
- the "mental availability" is starting to build up
- you're generating ICP fit traffic to key pages on your site

Your campaigns are very much alive.

--

Look, I know I'm being over-the-top.

No reasonable company is going to expect actual ROI (revenue) from marketing in 30 days when their sales cycle is 90 days+

I'm being silly for a reason.

And that's because the lagging indicators are so well defined.

But many companies can't properly define the leading indicators.

Things like:
1. Target Account penetration
2. Content consumption
3. Increased ICP traffic

It's a long journey from first-touch to Closed Won.

Map out the touches.

It'll make it easier for you to know if you're heading the right way.

You upload 10k contacts and feel like a genius.

Then you watch poor Betsy here wither 🐄

--

Contact Lists are the one of the hardest asset to maintain with #linkedinads

Why?

Well, there's a few reasons:

1. The Decay Rate

People quit
They get fired (especially B2B CMOs 😔)
They get promoted

B2B data decays at about 30% per year

If you are targeting a static list of emails you bought six months ago, you are burning budget on ghosts.

-

2. The Match Rate Nightmare

This is the technical reality nobody talks about much.

You cannot upload LinkedIn Profile URLs for ad targeting.

You have to use First Name, Last Name, Email, Company, etc.

The match rates on personal emails are terrible (often <50%).

You think you are targeting 10,000 people.

You are actually targeting 4,000.

-

3. The Frequency Burnout (see the meme 🐮)

Because the match rate is low, the audience is smaller than you think.

You end up hammering the same few people with the same Lead Gen ads.

You aren't "nurturing" them.

You're annoying them, homie.

--

My recommendation is to default to Account Lists.

Preferably Dynamic Accounts

You then layer on Job Titles and Seniority using LinkedIn's native data.

LinkedIn knows who the current VP of Finance is better than your spreadsheet does.

(and when a new VP of Finance joins, it'll auto-magically switch to them)

#winning

---

To be clear: I'm NOT saying Contact Lists are dead

If you have a clean list of event attendees or current customers? upload it

But for cold prospecting, many marketers are over-milking the cow.

"We grew through referrals. Now we want to run ads to scale."

Is this you?

I have good news and bad news 📉

--

The Good News:
You built a real business.
You have revenue.
You have the infrastructure to handle volume.

The Bad News:
You probably don't have Product-Market Fit.

You have "Network-Market Fit."

And they are not the same thing.

When you grow through referrals, you view your marketing through rose-colored glasses.

1. You skipped the "Trust" Hurdle

Referrals buy the Relationship, not just the Solution

You walked through a VIP side door while everyone else was fighting in line.

2. You ignored the "Message" Test

Your messaging didn't have to be perfect because your reputation did the heavy lifting.

3. The "Cold Traffic" Reality Check

Strangers don't care about you. They don't care about your network.

If you throw a 4-digit ad budget at a "Network-Market Fit" business, you will likely burn it.

You aren't ready to scale. You are ready to validate.

--

My Advice:

Don't rush to spend

Treat this like a new startup inside your existing company.

- share content from your personal profile first
- connect with ICPs outside your referral circle
- see if your messaging resonates with people who don't know your name

Validate the message organically.

Then use #linkedinads to pour fuel on the fire.

Keep pushing 👊🏽

Performance Marketing | SEO | Demand Gen | SEM | B2B SaaS

I have over 8 years of experience in B2B SaaS marketing, with most of my work focused on performance marketing and SEO. I’ve spent my career in early-stage and growing companies where I’ve had to think end to end, from bringing the right users to the site to making sure those efforts turn into qualified leads for sales.My background includes working on Google Ads, LinkedIn Ads, and account-based campaigns, both 1:1 and 1:many. On the SEO side, I’ve handled keyword research, on-page optimization, and content strategy, with a strong focus on improving visibility and discoverability as search behavior continues to change.I’m comfortable working with marketing and analytics tools like Google Tag Manager, Google Analytics, Search Console, and HubSpot. I’ve been using HubSpot for about six years now, mostly for lead management, reporting, and aligning marketing efforts with sales.Over the years, I’ve also managed broader marketing projects such as a full website domain migration, website rebrand, multi-channel marketing initiatives, coordinating with multiple teams to make sure the transition was smooth and didn’t hurt traffic or user experience.I like working in roles where I can take ownership, ask questions, and build systems that are practical and sustainable.Outside of work, I enjoy traveling, reading, and spending time with my nephews. It helps me switch off and come back with a clearer head.Specialities: B2B Inbound Marketing, SEM, PPC, LinkedIn Ads, ABM, Google Ads, SEO, Marketing Automation, HubSpot CRM, Website domain migration, GA4, Content Marketing, AIO, GEO, Vendor Management, Google Tag Manager,  Strategic Thinking, AEO, GEO, MS Clarity, Hotjar, A/B Testing, Stage-wise funnel conversion optimization

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