Kiin.co - Linkedin Ads Agency

I founded Kiin in 2020 after recognizing a gap in the market—very few people truly understood how to run LinkedIn Ads effectively. Since then, we’ve worked with 150+ clients and managed millions in ad spend, helping B2B companies generate demand, capture leads, and scale their marketing efforts on LinkedIn.

LinkedIn Ads Agency Founder (est 2020)

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

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At Understory Agency, I shape LinkedIn Ads strategy, B2B demand generation, and growth execution—driving data-backed results through precise targeting, optimization, and full-funnel campaign design.

LinkedIn Ads Specialist

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

I've been running B2B ads for 9 years, diving deep into LinkedIn Ads in 2020—that’s 5 years of laser-focused expertise on the platform. Since then, I’ve managed millions in ad spend for 150+ clients, helping businesses scale their demand generation, lead gen, and revenue strategies.

💡 What I do:
👉 I run Kiin, a niche LinkedIn Ads agency working with budgets up to $100K/month
👉 I help B2B companies own their demand, lower CPLs, and convert more pipeline
👉 I design and execute high-performing LinkedIn campaigns that drive real ROI

🔹 Want to scale your LinkedIn Ads profitably? Let’s chat. Book a call: https://calendly.com/phil-kiin/30min
🔹 Learn more at www.kiin.co

Everyone says don't run LinkedIn ads to gated content.
For me, it gets me multiple sales calls. 

Lead gen with gated content used to be THE way ppl ran LinkedIn ads.

Then one day a bunch of demand gen influencers went hard on...
+ Gated content = junk leads
+ Sales ends up chasing ppl who never reply
+ You burn money, and nothing closes

What I am finding is the opposite, especially with thought leader ads. 

I think what happened is everyone listened to the demand gen folk who made millions from shilling this hard. 

I honestly do agree with a lot of it, demand gen works well, and it is part of a larger strategy. 

But Sh$tting on lead gen strategies was a mistake. 

Here is why I think gated content should be part of all LinkedIn ad strategies, especially the smaller budgeted ones:

My flow is: 
Thought leader ad ➝ Gated content landing page ➝ Capture lead ➝ Follow-up emails ➝ Outbound on LinkedIn + email

When someone downloads my LinkedIn Ads OS:
 👉 I pay once for the lead
 👉 They get dropped into a 5-part email sequence (57%+ open rates)
 👉 I push them to my YouTube, my posts, and more content
 👉 I stay top of mind, for free

That email sequence has way more impact than an ad.

I pay for the lead once, then i have them in my eco system and can market to them for free through email / youtube / pushing them to any content i produce. 

And then I go outbound (to start a conversation, no pitch slapping).
+ I email them
+ I DM them
+ I make it easy to book a call via a subtle CTA (P.S. style)
+ Some book straight from the email
+ Some book later after watching a video
+ Some come from long-term nurture

I’m A/B testing it with clients to see how scalable it really is.

I think some budget should be allocated to lead gen. 

#linkedinads #demandgen #leadgen

Philip Ilic

LinkedIn Ads Specialist | Dm Me To Access My full LinkedIn Ads Playbooks👇 | Rooftop Cinema Owner🍿

I just ran a small $2,300 experiment using thought leader ads to gated content. 

And i am super surprised by the results. The CPL is super super low. 

For me gated content is working again.

I know it’s not the trendy thing to say.

But I ran a little experiment with Thought Leader Ads → Gated Content → Email Nurture → Outbound follow-up.

Here is what I got.
👉 Spent ~$2,300
 👉 Got 155 leads at ~$14 each
 👉 Landing page converts at 45%
 👉 6 calls booked at ~$293/call
 👉 2 clients closed
 👉 CAC: $1,000
 👉 LTV per client: $11,000

The flow is simple:

Thought Leader Ad on my profile → sends traffic to gated Notion-based OS for running LinkedIn Ads 

(will link the Linkedin Ads OS  the comments).

Landing page converts almost half of the traffic.

Email nurture (5-part value series) → 60% open rate avg.

Loom videos in the emails and LinkedIn DMs → HUGE conversion driver.

Soft outbound via LinkedIn to thank them, build rapport, and send extra content.

Some convert immediately, others weeks later.

Attribution is messy. So i did my best with this as i see ppl coverting from a linkedin DM, or email, or web. So alwasy checking if they were part of this campaign. 

Why this works:
👉 You pay once, own the lead forever.
👉 You build trust through value, not spam.
👉 The Loom videos make it feel personal and high-touch.
👉 And the whole funnel is built for content-first conversion.

Next step: scaling this to $6K+ spend and testing it across client accounts.

Let’s see if CAC holds when we crank the volume.

---
#linkedinads #linkedinadvertising #demandgen #leadgen

Most ppl treat LinkedIn Ads as a purely lead gen channel.

But its real superpower is in delivering content to your ICP. 

Something like 98% of your market is not ready to buy yet 
(or speak to sales)

So they are not actively searching for your solution. 

But they either do not even realise they need your solution 
(if you are a new segment/ Ai company with a new solution)

Or they will need a solution in the near future. 

So the cool thing with LinkedIn ads is we can communicate to this ICP with things like..

1. who we are
2. what we do
3. how we do it
4. our values
5. why we are awesome
6. Amazing things other ppl are saying about us

you can't realy do that with google ads (maybe youtube)

And then when they are in-market, some will just type into Google your brand name (but LinkedIn did the heavy lifting). 

Or they'll Dm you. 
Or go directly to your site. 

with paid social, we can reach these ppl before they are ready to buy (that's the magic). 

They will read your thought leadership.
They will consume your content.

And when the time is right, and they become in market, they will already know you can help them with their problem (because we have been in front of them for the past few months).

Video Thought Leader Ads are by far the cheapest way to build retargeting audiences. 

Forget $8–$12 clicks to your landing page. 

You can get a 50% video view for around $1.60 

Or for one of my campaigns around $3 for 75% view rate. 

That’s a really affordable way to build out your retargeting layers. 

Video is also more memorable than a single scroll-past image or wall of text.

I have debated with other ad ppl, some say video is not that memorable. 

I feel video is one of the best formats you can put at the top because it is more memorable, gives more info in a way ppl like to receive it (visually) and is cheaper.

Everyone says start your LinkedIn ads with retargeting.
I’m doing the opposite.
Here’s why that’s working better for me right now 👇

If you’ve got a small budget, the default advice is...
...just run retargeting ads.

For me the opposite is true in this campaign. 

I ran the same Thought Leader Ad with a CTA to a landing page...

The only metric I cared about was clicks to landing page.

Here’s what I got:
 👉 Cold: £5.79 CPC
 👉 Retargeting: £13.88 CPC

That’s 2.5x the cost
Or 40% of the leads

If you’re spending under £2k/month, you’ve got to be ruthlessly efficient.

To be fair, RTG is super important in the 180-day nurture sequence, where you want your content to be in front of your ICP to build demand.

But in this case, for pure lead gen, i found cold to get me much better results. 

Test everything. Assume nothing.

p.s. i am running some free audits at the moment. DM me if you want me to jump into your account and give some actionable feedback and recommendations.

Why do some LinkedIn conversation ads generate millions of pipeline while others totally flop?

I have some clients where this format is our bread and butter at the bottom of funnel, and they generate millions in pipe + revenue. 

While others, it seems no matter what we test, nothing seems to work.

I've been trying to work this out and started testing this heavily.

Honestly, there is very little conclusions here. 

These 2 ads in the video generated over $8M in revenue and tens of millions in pipeline for one client as an example. 

But I do have a theory, and it’s more of a hunch than a hard data thing (for now):

When the target audience is more traditional, think older-school, high-level execs, they seem to work better. 

The types that are marketed to less. 

they have less spammy dms in their inbox. 

Maybe this is one reason??

Other things i see with the ones that work vs don't is that the open rate is closer to 40-50%. 

The ones that don't it seems, whatever I do, the open rate lingers at below 30%. 

This impacts the cost per person seeing the message massively. 

Also, I've seen cost per send as high as $2.5 vs this campaign in the video, which is $0.50 cents. 

So all of these metrics matter, but I feel they are a little out of our control, as no matter how much i push bidding or test the copy, it seems to have little impact. 

What are you seeing? Would love to see if others have any data or ideas here.

Most ppl skip the middle of the funnel LinkedIn ads, and I totally understand why.

The issue is that they are hard to attribute, so it is hard to see what effect they have on the pipeline and to justify the budget spent on them. 

But if you dig deep into attribution, and use the right tools, the middle is one of the most powerful parts of the funnel most ppl skip.

This is the part where we deliver content to our ICP. 

Often, this is zero click. 

We do not need them to do anything, we just want them to consume our content. 

We want them to know things like...
+ who we are
+ what our values are
+ what are our features and benefits
+ who we help
+ how we have helped them (social proof)
+ the amazing things ppl have said about us. 

This is often best doen natively through thought leader ads, video, doc ads. 

I put this content in 3 buckets:
+ Social proof
+ Features and benefits (or how you work if you are not SaaS)
+ Educational

Here’s what we run at this layer:
+ Zero-click thought leader ads
+ Video ads walking through how we solve the problem
+ Social proof, client wins, and “disguised brags”
+ Product explainer posts that actually teach something
+Case studies turned into story-driven doc ads
+ Quick tips that solve real problems for our ICP

The goal?
To make ppl smarter and more confident in the space you operate in.

So when they’re finally ready to buy, you’re the first name they think of.

Also it helps with our bottom of funnel ads. 

Retargeting ppl who have been delivered your content and now know who you are, and how you help, gets better conversions. 

If you just run cold top of funnel ads and then straight bottom of funnel conversion ads, this often has a big spike and then flatlines. 

---
p.s. Give me a shout if you want me to look into your LinkedIn ads strategy, either audit what you are already doing or discuss what could be done. Here to help. 

#linkedinads #demandgen #leadgen

Most ppl go straight for the outbound when they should be running warmbound

Here’s a play I’ve been using that’s working well right now:

+ Upload your target account list to Linkedin Campaign manager 
(around 1,000 companies is the sweet spot)

+ Layer in job titles (3–4 per account: decision-makers + influencers)

+ Run video Thought Leader Ads (simple Loom-style videos, not polished stuff)

The goal is to become familiar 

Let them hear your voice, see your face, and recognise your name before you show up in their inbox

Don’t overthink it

One thing to consider is make sure your budget matches your audiences size. You need at least 5 impressions per person, so do that maths. 

What’s working for me:
Cold video Thought Leader Ads to the whole list

Retarget with more videos/thought leader ads (doesn’t matter if they click, just keep frequency/penetration up)

Then send outbound after they’ve seen you up to 5 times

That’s when warmbound lands

They’ve already seen your face

It doesn’t feel cold

If your list is small, go manual

If it’s big, automate (Clay, HeyReach.io, Instantly, Convo Ads, InMails, etc)

This isn’t about scale

It’s about trust

---
P.S. doing some free audits atm. If you are running ads let me look under the hood and give you actionable feedback + suggestions. 

#linkedinads #demandgen #leadgen

Do NOT run LinkedIn Ads to a lead magnet.

At least, that’s what I used to think.

Because for years, “gated content” meant glorified blogs turned into PDFs. 

Stuff nobody wanted. You’d skim it for 2 seconds and forget it existed.

But in 2025, the game is different. 
Gated content only works if it’s something you’d actually pay money for.

Here’s what I mean.

I built the LinkedIn Ads Operating System. 

It’s packed with Loom videos on account setup, hygiene, playbooks for conversation ads, thought leader ads, and more. 

I used to charge $500 for it. Now it’s free.

I also paid a designer a few hundred bucks to templatize the best LinkedIn Ads in Canva so my team could use them for inspiration. 

Turns out, lots of other people wanted them too. They drive strong CPLs from ads.

And then there’s Eli Rubel. He dropped a mega Google Sheet for agency owners, exactly the kind of sheet I’d either pay for or lose a whole weekend building myself. 

That’s the kind of value people line up for.

When your lead magnet is actually good, people don’t just download it. They use it. They spend time with you.

Here’s how it works for me.

People grab my OS → They watch me teach LinkedIn Ads in video → They get my follow-up emails (60%+ open and read them) → Some book calls straight from my P.S. line.

The rest I re-engage with outbound and keep them in my world with content, YouTube, LinkedIn posts, and my newsletter. 

This fills my pipeline with conversations every week.

Thought Leader Ads make it cheaper.

Boost a profile post, not a company post. I see CPCs 50–60% lower. That flows straight into cheaper CPLs.

It’s a numbers game, sure. 

Most won’t book a call. But every day, more people enter my ecosystem. Some convert now. Some later. All are warmed up.

Gated content isn’t dead. Bad gated content is.

Taplio

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