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Founder

Kiin.co - Linkedin Ads Agency

Teacher at The Linkedin Ads Course (Beginner to Pro)

Kiin.co is a LinkedIn ads agency with a focus on scaling B2B companies.

Cine Society

Lisbon's best roof top cinema. 
www.cinesociety.pt

Co-Founder

B2BHero.co

B2Bhero.co is on a mission to help small business owners and B2B software founders understand how to grow.

Proud To Be Sengwer

Grassroots activists defy intimidation in a struggle for their ancestral forest homeland, and with it, their cultural identity as Sengwer.

Follow citizen journalist Elias Kimaiyo as he overcomes serious injury by the Kenya Forest Service to mobilise a network of Sengwer activists. Despite forced evictions where their homes are repeatedly burnt down, they record human rights abuses and monitor environmental damage to the Embobut Forest

Independent Filmmaker

LinkedIn Ads Specialist | B2B Youtuber/Blogger | Rooftop Cinema Owner

I help B2B companies scale with LinkedIn ads. If you would like to talk to me about auditing your accounts feel free to reach out.  
phil@kiin.co

Most people are running LinkedIn ads completely wrong.

They’re stuck playing the same outdated playbook over and over again.

How do I know?
👉 I’ve seen a lot of these accounts.
👉 I was guilty of doing the same thing.

But here’s the shift:
Most people aren’t using thought leader ads enough.

I’m now all in on thought leader ads:
✅ To a cold audience
✅ To nurture in the middle of funnel
✅ For lead gen campaigns (lowest cost per click)
✅ Driving traffic to landing pages
✅ For both demand gen and demand capture

But here’s the real game-changer:

Thought leader ads as a lead gen play.

I have been running a new LinkedIn Ads Lead-Gen-Playbook for clients and if done right lead gen can work super well. 

If you have a newsletter, community, or a way to nurture leads properly, lead generation is 🔥.

❌ Lead gen as in “get a lead and hit them over the head”? Dead.
✅ Lead gen to bring people into your owned media? Unstoppable.

Here’s why it works:
👉 You pay once to get their email.
👉 After that, you reach them for free.
👉 You build trust, authority, and long-term engagement.

For me, that’s a newsletter.

For you, it could be a Slack group, WhatsApp community, or something else.

The key is this:
Own your audience. Build trust over time.

Thought leader ads make that happen at the cheapest cost (from the landing page).

p.s. if you want to see my lead gen playbooks I share them in my weekly b2b newsletter (link in the comments)

----------------
if you'd like me to help you figure out your LinkedIn ads DM me. It is time to try some new playbooks which are actually working in 2025. 

#LinkedInAds #ThoughtLeadership #LeadGen

Philip Ilic

LinkedIn Ads Specialist | Get Smarter at B2B Advertising - Delivered to Your Inbox👇 |

Video Thought Leader ads are the best ad format to target a cold audience.

The results are on another level (check the document below)

You get 3 benefits for the price of one:
✅ Clicks to your landing page.
✅ Retargeting audience from engagement.
✅ Retargeting audience from video views.

This makes thought leader ads an incredibly efficient way to build high-quality audiences while driving immediate results.

Why Thought Leader Ads Work

The top-of-funnel (TOF) is all about creating retargeting audiences of people who show intent.

👉 If your video or content is tied to your service or product, anyone who engages or watches 50%+ of your video is already expressing interest.

👉 You’re not just reaching random users—you’re qualifying them.

The Cost Advantage
❌ a classic ad at Top-Of-Funnel often is optimised for one outcome (click to a landing page or video view)

✅I found a video thought leader ads was giving me...
1 x video retaregting audience
1 x engagement retaregting audience
1x  Cost per click to a landing page which were lower than a standard video ad (from your company page)

!!!!WARNING!!!!
Brand Awareness vs. Engagement Optimization

Consistently I found the following…
✅ Brand awareness give significantly cheaper CPMs

❌ Engagement optimization penalizes you for having an engaging post—you pay more as people engage.

✅ The cost per engagement is cheaper from brand awareness (which is just weird) 
----
👉 DM me if you want me to do a free LinkedIn Ads audit. 

#LinkedInAds #ThoughtLeadership #DemandGeneration #B2BMarketing

Video Thought Leader Ads Results

LinkedIn Thought Leader Ads are now ABSOLUTELY central to successful B2B ad campaigns.

Yet most people are doing them completely wrong. 

I’ve audited several accounts recently and spoken to several LinkedIn ad people to see how they are utilising Thought leader ads... 

...And many people are using ENGAGEMENT rather than BRAND AWARENESS to optimise them. 

Here is why this doesn’t make sense…

❌ You pay by the engagement.
❌ You get penalised for having an engaging post by being charged for it.
❌ Most of the clicks are the ‘see more..’ toggle - not worth paying for that. 
❌ The cost per engagement is super high 

Here is why Brand Awareness makes sense vs engagement:

✅ you get charged by the thousand impressions - and your post will get the engagement if you choose an engaging post. 
👉 In my tests, the cost per engagement was far lower than when I optimised for brand awareness (weirdly). 

✅ It drives far more landing page clicks for far cheaper (releasing results of recent test soon). 

✅ CPMS were 60% + cheaper in some cases running Brand Awareness. 

✅ The cost per click (CPC) to the landing page is far cheaper (much cheaper than any other ad format if done right)—more data is coming out soon. But landing page clicks are a game changer. 

Do an AB test between the two and see the night and day difference. 

#linkedinads #thoughtleaderads #b2badvertising

For B2B companies, newsletters are becoming a huge driver of growth.

We recently hit 25k subs on one recently, and we’re eyeing up 100k in the next 8 months. 

It is now central to any growth strategy for both b2b and b2c. 

Here’s why newsletters or communities are essential in 2025…

✅ You own the leads—they’re yours forever.
✅ You can reach them whenever you want, without an algorithm’s permission.
✅ You’re not at the mercy of platform changes (remember Facebook 2014?).

I’ve been building a couple newsletter and helping others with theirs and we just cracked a growth engine:

👉 Getting B2C subscribers for 30 cents.
👉 Getting B2B subscribers for $2-3$ a pop (high value hyper-specific people). 

But for a newsletter to truly drive revenue, you need a well-oiled machine:

1️⃣ Growth Engine
Use levers like:
👉 LinkedIn organic + thought leader ads.
👉 Meta, TikTok, and LinkedIn ads more generally.
👉 Outbound strategies.

2️⃣ Conversion Engine

Once they subscribe:
👉 Send 1-2 follow-up emails that build trust and engagement.
👉 Make sure the newsletter is ACTUALLY useful.
👉 Include subtle sales pitches (a simple “P.S. Here’s how I can help” works wonders).

With LinkedIn suppressing organic reach, pushing us to pay, and other channels getting tougher, newsletters give you direct access and control.

Build it right, and it can be incredibly profitable.

If you want me to build, manage and grow your newsltter, Dm me. 

#NewsletterMarketing #B2BGrowth #OwnedMedia #LeadGeneration

So I’ve been working with Daniela Gali for the past 3 years - she has taken our instagram account for Cine Society from 16k to 56k followers - and honestly, I can't imagine our events without her. 

From day one, she brought incredible energy, creativity, and attention to detail, especially in creating an amazing atmosphere before the screenings.

She’s a natural at getting people excited and in the right mood for the movie!

But what really sets Daniela apart is her social media expertise. 

Over the years, she’s helped us grow our online presence and build a strong, engaged community. 

This year alone, she helped us go from 16K to 56K followers, a massive leap that speaks to her ability to connect with people and create resonant content. 

This growth played a big part in our 99% sold-out screenings for the season.

Sadly, Daniela is moving on to explore new horizons and exciting opportunities. 

While we’ll miss her energy and contributions, we know the person who hires her next will be the luckiest in the world.

If you’re looking for a social media manager who knows how to grow a brand, build genuine connections, and bring a creative spark to everything they do, Daniela is your person! 

She’s been a key part of our success and I can’t recommend her enough.

Thank you Daniela, for all your hard work, passion and dedication over the years🙌

❌ Ignoring lead gen is a mistake.

Right now, owning your data isn’t just important—it’s essential.

✅ Build your own list.
✅ Stop relying on platforms you don’t control.

That’s why I’m all in on Native Revenue Systems.

This is about creating revenue on your terms:
👉 Collect emails.
👉 Build a community you can actually reach.

Platforms are unpredictable.

An algorithm change could destroy your reach overnight.

With Native Revenue, you’re not renting your audience.

You own it.

For me, my newsletter is is where I am collecting my ICP

It’s becoming a major revenue driver.

No algorithm can stop me from reaching my audience.

Here’s the big idea:
🛠 Build assets that you control.
📩 Nurture them consistently.
🚀 Turn them into sustainable growth.

Native Revenue isn’t just a strategy—it’s a shift in mindset.

#NativeRevenue #LeadGen #DataOwnership

Happy New Year lovely ppl of Linkedin.

Been playing a lot with Ai image-to-video for B2B Ads recently. 

Excited to share how to do this with you folks in the near future. 

It is now easier and more affordable than ever to have video in your ads than ever. 

And video is a great way to explain your product, the USPs, why ppl should choose your service or saas over another etc etc. 

I pretty much am going all in on video for my clients in 2025. 

It's now become so affordable to make high quality video it is ridiculous. 

#linkedinads

Lead gen is cool again.

Demand gen? It’s hard.

That’s why I believe lead gen is more important than ever.

But not the kind where you:
❌ Spam people with useless emails.
❌ Hit them with constant sales pitches.

The game has changed.

Here’s how I approach lead gen now:
✅ Get their email.
✅ Add them to a community (Slack, WhatsApp, etc.) or, in my case, a newsletter.
✅ Deliver tons of value.
✅ Engage, build trust, and nurture over time.

The beauty of this?
👉 You pay for their email once.
👉 Then, you can reach them for free—forever.

Platforms are always changing.
👉 Organic reach on LinkedIn is already dying.
👉 Ads are getting pricier and tougher to run.

If you’re relying on rented platforms, it’s only a matter of time before it crumbles.

Going back to basics works best:
📩 Collect emails.
💡 Be super useful.
🤝 Subtly sell—like a helpful P.S. at the end of your newsletter.

It’s a simple strategy, but it works.

Stop renting. Start owning.

The key is to become a source of information that your ICP needs and finds useful. 

#LeadGen #NewsletterMarketing #CommunityBuilding #linkedinads

Taplio

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