LinkedIn Ads
Pricier clicks. Bigger deals.
LinkedIn ads for B2B let you pick an audience by their work: job title, seniority, industry, even the company name. Clicks cost more than on Facebook or TikTok. That is the price of precision, and it pays off when one client is worth a lot. Kazaplan runs LinkedIn campaigns for companies in Egypt and Saudi Arabia, starting with who buys inside your client and ending with meetings, not form counts.
Yes, if your customer is a company and one deal is worth enough to carry a pricier click. A software house selling an HR system, or an industrial supplier talking to procurement managers, are clear fits. A clothing store or a quick discount offer belongs on Meta, TikTok or Snapchat instead, where buying is a fast, personal decision.
Because you are paying for precision. Ads are sold by auction, and advertisers compete for a fairly small pool of managers and decision makers; the more senior the target, the stiffer the competition. The better question is not cost per click but cost per meeting against the value of a deal. That is how we judge the campaign.
There is no single number. Ad spend is paid to LinkedIn directly and is separate from Kazaplan's fee. It depends on audience size, the seniority you target and how long we test. What matters is enough budget to collect a useful number of leads in the first two months, or we will not learn what worked. We propose a figure once we know your deal value.
First leads usually arrive within a few weeks, but a fair verdict takes two to three months. A company deal goes through a meeting, a proposal and internal approval, and that can be slow. Early on we watch cost per lead and the share of serious leads, then tie them to the meetings and proposals the campaign produced.
We usually start with forms plus one or two qualifying questions. A prefilled form collects more leads, but some are less serious. A landing page collects fewer with clearer intent, so we prefer it for high-value offers such as a demo of your system. Ideally we test both on the same audience before deciding.
Yes. We prefer the ad account to stay in your company's name, linked to your company page, with management access granted to us. That way the data, audiences and forms stay with you if we ever stop working together. Our team is in Cairo and works with Saudi clients remotely over regular video calls, with a written report your sales team can read.
Who really buys
Who suggests, who compares, who signs. Each role gets a message of its own.
Content a manager reads
A guide, a case study or a founder's post, before we ask anyone for details.
Meetings, not forms
We check with your sales team which leads turned into meetings or proposals.
Title and seniority
Procurement manager, HR director, plant manager. Targeted by role and level.
Target account lists
Upload the companies you want and reach the people who work there.
Lead Gen Forms
Prefilled from the profile, plus one or two questions to filter the serious.
Document Ads
A guide read in the feed, gated behind a form when it is worth it.
Thought Leader Ads
Budget behind a post from your founder's or a manager's own profile.
Insight Tag and CAPI
Tie site visits and form fills to what happens next in your CRM.
Let us start with what most agencies leave out: a click on LinkedIn costs more than one on Facebook, TikTok or Snapchat. Sometimes a lot more.
We still recommend it for certain clients. Take a Cairo software house selling an HR system to Saudi companies. Its buyer is not “anyone interested in tech”. It is an HR manager at a mid-size or large company, plus a finance director who approves the budget. LinkedIn is close to the only place where you can pick those two people by job title. When one deal is an annual contract, the expensive click becomes a footnote.
When we advise against LinkedIn ads for B2B
We say no to this channel in four cases:
- You sell a consumer product and buying is a quick personal decision: clothes, a restaurant, a delivery app.
- The deal is too small to carry the cost of reaching a manager.
- Nobody on your side can call a new lead the same day or the next.
- You need sales this week. A B2B sales cycle is longer than that.
It fits software houses, consultancies, corporate training, recruitment, logistics, and suppliers such as a packaging firm chasing procurement managers at food factories.
Who actually buys inside the company
A company deal rarely has one buyer. Someone spots the problem, someone compares options, someone signs.
So we start with a simple question: who were your last few paying customers, what sector and size, and who signed? Then we build targeting from what LinkedIn offers: job title, function, seniority, industry and company size. If you already have a list of companies you want, we upload it through Matched Audiences and reach their staff directly.
Our view here is firm: do not make the audience too narrow. A few thousand people see the same ad again and again, tire of it fast, and the auction pushes the price up. We would rather start a little wider with related titles and let the data show which segments deserve more budget.
Content worth a manager’s time
A manager does not fill in a form because they saw your logo. They do it for something useful:
- Document Ads: a guide or case study read inside the feed, with the option to ask for details before the full download.
- Thought Leader Ads: we promote a post from the personal profile of your founder or a senior manager.
- Sponsored Content: a short video or image on a problem common in the buyer’s sector.
- Conversation Ads: an inbox message with reply buttons, used sparingly to invite people to a webinar or a demo.
Lead Gen Forms prefill from the member’s profile and collect more leads. A landing page collects fewer, from people who read more. We usually start with the form plus a filtering question or two, and keep the landing page for demo requests.
A filled form is not a deal
The easiest way to make a campaign look good is to collect lots of cheap forms. The easiest way to annoy a sales team is exactly the same.
So we agree with you upfront on what a qualified lead is, connect the forms to your CRM, and ask sales to log what happened to each name: meeting, proposal, or not a fit. We install the Insight Tag on your site and add the Conversions API where your systems allow it, so we can see which campaign produced meetings rather than clicks.
One thing we tell every client: follow-up speed is part of the campaign. A lead who waits a week for a call has forgotten your name.
The first three months, as we see them
Month one is for testing. Two or three segments, two messages each, and useful content for people who do not know you yet. We are not expecting deals here. We are learning which titles respond and which message lands.
In month two we retarget: people who watched or read see a deeper case study with a short form, and your sales team starts telling us which leads are serious.
Month three is for narrowing. We stop segments that brought forms but no meetings, move budget to what produced real conversations, and offer the interested a direct next step: a short assessment or a demo. By then we have enough to decide with you whether LinkedIn earns a permanent place in your plan.
Where the cost comes from
There are two separate parts. Ad spend goes to LinkedIn directly and is set by the auction: audience size, the seniority you target, and how many advertisers want the same titles.
Kazaplan’s fee depends on the number of segments and campaigns, how much content is needed, such as documents and video, and whether forms must be wired into your CRM. We do not publish fixed prices. See our plans, or ask for a quote once we understand your sales cycle.
Egypt and Saudi Arabia
In Egypt, campaigns tend to work in English with large companies and with tech, recruitment and training, and in Arabic with mid-size firms and factories.
In Saudi Arabia, LinkedIn is widely used by professionals and decision makers, and many of them read professional ads in English, especially in tech, energy and financial services. Arabic can be the better choice when the audience is government or semi-government. So we write both versions and test them. Our team is in Cairo and works with Saudi clients remotely over video calls; more on our Saudi Arabia page.
LinkedIn rarely works alone
Someone who sees your LinkedIn ad today may search on Google next week, so we often pair it with Google Ads to catch active searchers, and with content marketing that feeds the campaigns with guides and case studies. To compare all platforms, see paid advertising.
What we believe
More than one plan
Plans
Choose the plan
that fits you
The price depends on the services you need and the scope of work. Pick a starting point and we will send you a detailed proposal.
Presence
Presence
Monthly content plan
Post design
Account and community management
Monthly performance report
Growth
Growth
Everything in Presence
Reels and short video
Paid ads management
Conversion tracking and analysis
Scale
Scale
Everything in Growth
Full marketing strategy
Multi-platform campaigns
Regular review meetings
Name & Identity
Name & Identity
Market and competitor research
Brand naming
Logo design
Brand guidelines
Website
Website
Mobile-first design
SEO-ready service pages
Analytics and tracking setup
Contact and WhatsApp forms
Launch Campaign
Launch Campaign
Product or service launch plan
Campaign content and design
Paid ads for the campaign
Final results report
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