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Results
$28M+ Revenue GeneratedFor our clients2,140+ Keywords — Page 1Google rankings$12M+ Ad Spend ManagedAcross channels2.5M+ Signups DrivenUser acquisitions87,200+ Leads GeneratedQualified pipeline
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LinkedIn Ads Management Services

Reach the people who make buying decisions, with a case you can measure.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Where LinkedIn Ads quietly go wrong

LinkedIn Ads disappoint when targeting is just a pile of job titles, the offer ignores the different people involved in buying, the form and your CRM don't agree, conversions get counted twice, or revenue LinkedIn links to your ads is treated as proof the ads caused it.

  • Targeting is just a list of job titles

    Seniority, job function, company details, who has influence and who to leave out are combined without any real picture of how buying decisions get made.

  • The offer doesn't speak to anyone's role

    One message expects hands-on users, internal supporters, finance and senior leaders to care about the same proof and the same next step.

  • Uploaded lists are assumed to work

    Budgets are set as if every uploaded contact or company will be reached, before anyone checks the file format, permission to use the data, how many LinkedIn can match and whether the audience is ready to run.

  • The path from ad to lead changes the promise

    The ad, landing page, Lead Gen Form, thank-you message and sales follow-up don't agree on what the buyer gets, which details are asked for or when things happen.

  • Conversions are counted twice, or not at all

    Website tracking and server tracking use different names, times, values or IDs for the same action, so LinkedIn's automatic optimization and your reports slowly go off track.

  • Linked revenue is treated as certain

    LinkedIn's estimate of its influence is reported without saying how complete your CRM data is, how people were matched, which time period counts, what would have happened anyway or how much the ads truly added.

Exactly what's included

What our LinkedIn Ads management includes, from audience to sales pipeline

Softscotch plans and runs LinkedIn Ads around one named business goal. We work out which companies and which people in them (their job roles) are involved in buying, then build an approved offer, ads that work, a landing page or LinkedIn Lead Gen Form (a form inside LinkedIn that fills in details from the member's profile), checked conversion tracking (a record of who took the action you want) and a clear hand-off to your CRM (the system where you keep customer and sales records). We report what LinkedIn delivered and the pipeline (potential deals) linked to your ads, and we are open about the limits of how LinkedIn matches people and the time periods it counts. We don't promise reach, a number of leads, a cost per lead, revenue or that the ads alone caused any increase.

The work connects your business goal, the group of people who make buying decisions, rules for your audiences, the offer, the ads, follow-up ads for people who engaged, where people land, tracking, how leads are handled, tests and reviews of real results.

Business goal and evidence

We define the business result you want, the action we can actually track, the costs and value involved, your starting point, budget, limits and how often decisions are made.

Who buys and who to target

We map target companies, the roles involved in buying, seniority, job function, influence, who to leave out, your own customer data, how many we expect LinkedIn to match and who is responsible for privacy.

Offer and ad creative

We develop versions of the promise, proof, answers to doubts, ad format, wording and visuals for each role, all within your approved brand and the claims you are allowed to make.

Landing page and Lead Gen Form setup

We make sure the ad promise, the page or form questions, the privacy notice, hidden campaign details, the confirmation message, how fields map into your CRM and what happens when something fails all line up.

Campaign setup and pre-launch checks

We set the campaign goal, bidding, budget, where ads appear, audiences, exclusions, naming, web links and forms, then check previews of typical ads before launch.

Tracking leads, sales and revenue

We check events from the Insight Tag (LinkedIn's tracking code on your website) or the Conversions API (a direct link that sends results from your systems to LinkedIn), remove double counting, check data quality and CRM acceptance, and link ads to pipeline within clear limits.

Tests and regular reviews

We run controlled tests of clear ideas, watch ad delivery and lead handling, note every change and make budget decisions with the uncertainty in plain view.

Retargeting people who engaged

We set up audiences of people who watched your videos, opened your forms, visited your website or engaged with your LinkedIn Page. You can then show them a next-step offer, within LinkedIn's matching limits and your privacy rules.

Why Softscotch

Built to help you make decisions, not to look busy

Every campaign has a clear idea we are testing, an approved audience and set of claims, a checked path from ad to lead, proof from our checks and a report with clear limits.

The people who buy shape the message

Target companies, job functions, seniority and influence are linked to a problem, proof and next step that fit each role.

Audience data follows clear rules

Every list records its source, permission to use it, file format, how well it matched, exclusions, how long it is kept and who owns it.

Forms agree with your CRM

Visible questions, hidden fields and consent fields are matched to meanings your CRM accepts before anything goes live.

Each tracked action has a clear ID

Website and server tracking share the same event names, times, values and rules for removing duplicates.

Ads are built to test real decisions

Each ad version tests one meaningful idea about the audience, offer, proof or format, with a clear rule for when to stop the test.

Pipeline reports keep their limits

We compare LinkedIn, CRM and revenue figures without pretending that LinkedIn's credit for a sale proves the ads caused it.

The full working scope

The decisions behind a LinkedIn campaign you can rely on

These 36 factors cover which companies fit, the roles involved in buying, audiences, permissions, offers, ads, forms, landing pages, conversion tracking, hand-off to your CRM, tests and reporting.

Basics and limits
Is LinkedIn Ads right for you, and who owns whatAgree whether LinkedIn Ads suits your business and who owns each part of the work, using dated inputs, clear owners, proof it works and stated limits.
Business goal and which actions countSet the business goal and rank the actions we track, from small steps like a form view to real results like a sales meeting, with dated inputs, clear owners, proof and limits.
Customer value and how many leads you can handleRecord what a target customer is worth and how many leads your team can follow up today, as a dated starting point with a clear owner, proof and stated limits.
Access, account and billing readyConfirm access to your LinkedIn ad account, page and billing is set up correctly before launch, with dated checks, clear owners, proof it works and stated limits.
Limits on claims, policy and brandAgree which claims you can make, LinkedIn's advertising rules and your brand rules, written down with dates, clear owners, approval evidence and stated limits.
Measurement, starting point and decision rulesAgree how results will be measured, where you are starting from and what results will lead to which decisions, with dated inputs, clear owners, proof and limits.
Information and proof
Ideal companies and buying rolesDescribe the companies that fit you best and the roles involved in buying from you, based on dated customer evidence, with clear owners, proof and stated limits.
Record of audience sources and permissionsKeep a list of where each audience comes from and the permission to use it for ads, with dates, clear owners, proof of permission and stated limits.
Preparing contact lists and checking matchesPrepare uploaded contact lists in the right format and check how many people LinkedIn matched, with dated files, clear owners, match evidence and stated limits.
Preparing company lists and checking matchesPrepare uploaded company lists in the right format and check how many companies LinkedIn matched, with dated files, clear owners, match evidence and stated limits.
Structure and definitions
Targeting by job detailsSet the logic for targeting by job title, function, seniority, industry and company size, with dated choices, clear owners, proof it reaches the right people and stated limits.
Exclusions, overlap and showing ads too oftenPlan who to leave out, stop audiences overlapping and avoid showing the same people ads too often, with dated settings, clear owners, proof and stated limits.
How the offer and proof fit togetherBuild the offer and the evidence that backs it up for each role, with dated inputs, clear owners, approved proof and stated limits on what can be claimed.
How campaigns and ad groups are organizedOrganize campaigns and campaign groups so budgets, audiences and results stay clear, with dated setup notes, clear owners, proof it works and stated limits.
Making the changes
Naming, web link and version rulesUse consistent names, tracked web links and version numbers for every campaign and ad, with dated rules, clear owners, proof they are followed and stated limits.
Message plan for each buying roleWrite down which message, proof and next step each buying role should see, with dated inputs, clear owners, approval evidence and stated limits.
Ad formats and how ads are producedChoose ad formats such as single image, video, document or carousel ads and plan how they are produced, with dates, clear owners, approval proof and stated limits.
The ad and landing page make the same promiseCheck that what the ad promises is exactly what the landing page or form delivers, with dated checks, clear owners, proof they match and stated limits.
Safety checks
Lead Gen Form purpose and consentDecide what each Lead Gen Form is for and how it asks for consent, with dated wording, clear owners, approval evidence and stated limits on what it can do legally.
Form fields match your CRMMake sure every lead form field matches a field in your CRM with the same meaning, with dated mapping, clear owners, test proof and stated limits.
Campaign setup and preview checksCheck the campaign setup and preview every ad before launch, with dated checklists, clear owners, proof from previews and stated limits.
Go-live, pause and undo controlsAgree who can launch, pause or roll back a campaign and when, with dated rules, clear owners, proof the controls work and stated limits.
Testing and improving
Ad fatigue and how often people see adsWatch for ads wearing out and people seeing them too often, with dated reviews, clear owners, evidence from results and stated limits.
Tests that change one thing at a timeDesign each test around one clear idea so the result is easy to read, with dated plans, clear owners, proof from results and stated limits.
Lead quality feeding back into budgetUse sales feedback on lead quality to guide where budget goes next, with dated reviews, clear owners, evidence from your CRM and stated limits.
Insight Tag and Conversions APISet up the Insight Tag (tracking code on your website) and the Conversions API (a direct link from your systems to LinkedIn), with dated checks, clear owners, test proof and stated limits.
Advanced work
Audiences built around buying groupsBuild audiences that reach the several people in a company who decide together, with dated inputs, clear owners, proof of reach and stated limits.
Event IDs and removing double countsGive each tracked action a shared ID so the same conversion isn't counted twice by website and server tracking, with dated rules, clear owners, test proof and limits.
Rules for uploaded and matched audiencesSet rules for how uploaded and matched audiences are created, used, refreshed and deleted, with dated records, clear owners, permission evidence and stated limits.
Ads for each buying roleCreate ads made for each buying role rather than one ad for everyone, with dated briefs, clear owners, approval evidence and stated limits.
CRM sync, accepted leads and exceptionsSet how leads sync from LinkedIn to your CRM, which ones are accepted and how failures are handled, with dated tests, clear owners, proof it works and stated limits.
Rules, upkeep and growth
Lead form access, storage and deletion rulesAgree who can see lead form data, how long it is kept and when it is deleted, with dated rules, clear owners, proof they are followed and stated limits.
Linking ads to pipeline and revenueConnect ads to sales opportunities and revenue in your CRM, with dated reports, clear owners, evidence from matched records and clearly stated limits.
Tracking quality checks and fixesRegularly check that tracking data is complete and correct, and fix problems quickly, with dated checks, clear owners, proof from diagnostics and stated limits.
Record of what we learn about audiences and adsKeep a running record of what worked and what didn't for each audience and ad, with dates, clear owners, the evidence behind each lesson and its limits.
Limits of credit and true added valueState clearly where LinkedIn's credit for results ends and what proper testing would be needed to show the ads truly added sales, with dates, owners, proof and limits.
Research and implementation tools

LinkedIn Ads tools we use, and why the evidence comes first

The platforms we name are current examples of tools we can set up. Before we use any of them, we check your access, your plan, your region and how each feature really works today.

Look under the hood

Seven checks before your LinkedIn campaign is approved

Each area of work ends with dated evidence, agreed sign-off checks, a list of exceptions and a named person who runs it day to day.

Check 01 · Business goal and evidence

Business goal and evidence

We define the business result you want, the action we can actually track, the costs and value involved, your starting point, budget, limits and how often decisions are made.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Aa
Business result proveName the revenue, pipeline, good-quality demand or awareness decision the campaign supports, and the person who will use the result.
Trackable action defineKeep the campaign goal you pick in LinkedIn, and the action it tracks, separate from the later business result it may help with.
Money and capacity buildRecord the budget, the effort needed to respond, sales team capacity, customer value, profit margin and the cost of a poor-fit lead.
Starting point riskRecord current ad delivery, the path from ad to lead, accepted leads and pipeline, with dates and any known gaps.
Budget for learning sign-offSay honestly what the approved ad budget can test, given the audience size, the cost of ads in LinkedIn's auction and how long your buyers take to decide.
Decision rule decideAgree what results would justify keeping, changing, pausing or growing the campaign, before it starts.
Check 02 · Who buys and who to target

Who buys and who to target

We map target companies, the roles involved in buying, seniority, job function, influence, who to leave out, your own customer data, how many we expect LinkedIn to match and who is responsible for privacy.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Company fit proveDefine industries, types of company, locations, company sizes and clear cases of poor fit, based on approved evidence about your customers.
Buying roles defineSeparate hands-on users, internal supporters, approvers and senior leaders, with their influence, their problem and the next step each should take.
LinkedIn's own targeting buildMap LinkedIn's current location and job-related targeting options, and note where profile data or LinkedIn's guesses about people can be wrong.
Your own data riskFor each list, check how it was collected, permission to use it for ads, file fields, hashing (scrambling emails into a code before upload), how fresh it is, how long it's kept and who handles deletion.
Match uncertainty sign-offTreat estimated, uploaded, matched, ready and running audiences as different things, and check LinkedIn's current minimum audience size before planning.
Exclusions and sensitive targeting decidePrevent audience overlap, leave out current customers and known poor fits where it makes sense, and block any sensitive or unfair targeting.
Check 03 · Offer and ad creative

Offer and ad creative

We develop versions of the promise, proof, answers to doubts, ad format, wording and visuals for each role, all within your approved brand and the claims you are allowed to make.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Message for each role proveLink each buying role to one problem, one promise, the proof they need, their main doubt and a suitable next step.
Proof for claims defineLink every factual claim to evidence you have approved, and record conditions, dates and words that must not be used.
What the buyer gets buildSay what the buyer receives, what details or commitment we ask for in return and who the offer is not for.
Format rules riskCheck LinkedIn's current rules for each campaign goal, ad format, placement, text length, image, video, document and accessibility.
Number of ad versions sign-offKeep the number of role, offer, wording and visual versions small enough that each result can guide a real decision.
Approval decideRecord brand, fact, legal, platform-rule and production approval for every ad version that is ready to launch.
Check 04 · Landing page and Lead Gen Form setup

Landing page and Lead Gen Form setup

We make sure the ad promise, the page or form questions, the privacy notice, hidden campaign details, the confirmation message, how fields map into your CRM and what happens when something fails all line up.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Same promise everywhere proveCheck that the ad, landing page or form, confirmation and follow-up all describe the same offer and next step.
Visible questions defineOnly ask questions that have a clear meaning and a named use for qualifying, routing or responding to the lead.
Privacy and consent buildAdd your approved privacy policy link, wording on how data will be used and consent choices, without treating LinkedIn's form fields as legal advice.
Hidden fields riskUse hidden fields only for approved campaign details, such as the campaign name, and never to secretly collect extra data about LinkedIn members.
CRM mapping sign-offMatch field names, types, allowed values, consent, lead source and sales stage behavior to the system that receives the lead.
Submit and recover decideTest valid, invalid and duplicate submissions and a broken connection, all the way through confirmation, retrying, alerts and hand-off to the right person.
Check 05 · Campaign setup and pre-launch checks

Campaign setup and pre-launch checks

We set the campaign goal, bidding, budget, where ads appear, audiences, exclusions, naming, web links and forms, then check previews of typical ads before launch.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Campaign goal options proveCheck that the chosen campaign goal offers the ad formats, optimization goals and bidding options you need in your account today.
Budget and bids defineRecord the ad budget, schedule, bidding choice, currency, spending limits and who is allowed to change them.
Audience and exclusions buildConfirm locations, language, role filters, lists, audience expansion settings, exclusions and whether each audience is estimated or matched.
Names and links riskCheck campaign names, ad IDs, landing page links, tracking codes added to links and how the landing page works on mobile.
Ad previews sign-offReview every included format, role, form and landing page, checking facts, brand, platform rules and accessibility.
Go live decideRecord the approved setup, who publishes it, when it launches, who monitors it first, when to pause and the backup plan.
Check 06 · Tracking leads, sales and revenue

Tracking leads, sales and revenue

We check events from the Insight Tag (LinkedIn's tracking code on your website) or the Conversions API (a direct link from your systems to LinkedIn), remove double counting, check data quality and CRM acceptance, and link ads to pipeline within clear limits.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

What each action means proveDefine the action, its source, time, value, currency and business meaning before using it for reports or LinkedIn's automatic optimization.
Website and server tracking defineChoose the Insight Tag, Conversions API, CRM Sync, CSV file upload or another supported method based on access, consent and data quality needs.
No double counting buildUse the same rules and a shared event ID when your website and your server both report the same conversion.
Identity and permission riskOnly send approved identifiers (such as scrambled email addresses), with a written purpose, the least data needed, security, storage limits and someone responsible for deletion.
CRM acceptance sign-offCompare form or website conversions with the records your CRM accepted, duplicates, rejections, sales stages and how fast leads got a response.
Pipeline linked to ads decideShow opportunities and the value LinkedIn credits to your ads, with the limits of matching, data completeness, the credit model, the time window counted and how long sales take.
Check 07 · Tests and regular reviews

Tests and regular reviews

We run controlled tests of clear ideas, watch ad delivery and lead handling, note every change and make budget decisions with the uncertainty in plain view.

This check may lead us to recommend a different goal, a narrower set of roles, a new offer, a fix to the landing page, a tracking fix or not launching until your team is ready to handle leads.

Delivery health proveWatch ad review status, spend, pacing, reach, frequency (how often each person sees an ad), audience status, broken links and form or tracking failures.
Lead quality defineCompare LinkedIn's conversion counts with the leads your CRM accepted, reasons leads qualified or not, response times and team capacity.
Test idea buildChange one clear thing, such as the role, offer, message, format, audience or landing page, linked to a named decision.
Test conditions riskRecord how budget was split, dates, uneven delivery, small numbers, changes in ad costs and anything else happening in the business at the same time.
Change log sign-offNote every change to budget, bids, targeting, ads, forms, tracking and the sales process before reading the results.
Next step decideKeep, change, pause or grow the campaign, with the remaining uncertainty, the owner and the next evidence needed in plain view.
Your type of business

The approach changes with your type of business

We adjust the work to your audience, your risks, your data, how often your team works leads and what a good sale looks like for you, while keeping to the same clear scope.

Local

Local services

For local service businesses, LinkedIn Ads have to take into account location, service area, availability, phone calls, bookings and who is responsible for responding.

FocusIdeal companies and buying roles, record of audience sources and permissions, preparing contact lists and checking matches
MeasureAd delivery and audience, ads and offer, quality of conversion tracking
Ecommerce

Online stores and direct-to-consumer brands

For online stores and brands that sell direct to customers, LinkedIn Ads have to take into account accurate product details, stock levels, promotion terms, checkout paths, returns and profit margin.

FocusTargeting by job details, exclusions, overlap and showing ads too often, how the offer and proof fit together
MeasureAds and the offer, quality of conversion tracking, accepted leads and response
Software

Software companies (SaaS)

For SaaS (software sold by subscription) and software companies, LinkedIn Ads have to take into account the use case, product proof, free trial or demo paths, integrations and whether new users get set up and active.

FocusNaming, web link and version rules, message plan for each buying role, ad formats and how ads are produced
MeasureQuality of conversion tracking, accepted leads and response, pipeline and revenue linked to ads
B2B

Business-to-business (B2B) and professional services

For B2B (business-to-business) and professional services firms, LinkedIn Ads have to take into account groups of buyers who decide together, expert proof, qualifying, hand-offs to sales and the long wait before deals show up in the pipeline.

FocusLead Gen Form purpose and consent, form fields that match your CRM, campaign setup and ad preview checks
MeasureAccepted leads and response, pipeline and revenue linked to ads, decisions on tests and budget
Health

Healthcare and wellness

For healthcare and wellness businesses, LinkedIn Ads have to take into account accuracy, privacy, who is eligible for care, appointment stages and clear limits around medical matters.

FocusAd fatigue and how often people see ads, tests that change one thing at a time, lead quality feeding back into budget
MeasureAd delivery and audience, ads and offer, quality of conversion tracking
Regulated

Finance, insurance and legal

For finance, insurance and legal firms, LinkedIn Ads have to take into account the location and laws that apply, approvals, required disclosures, sensitive data and terms that change.

FocusAudiences built around buying groups, event IDs and removing double counts, rules for uploaded and matched audiences
MeasureAds and the offer, quality of conversion tracking, accepted leads and response
Education

Education and training

For education and training providers, LinkedIn Ads have to take into account course details, dates, who is eligible, enrollment steps, student outcomes and accessibility.

FocusLead form access, storage and deletion rules, linking ads to sales pipeline and revenue, regular tracking quality checks and fixes
MeasureQuality of conversion tracking, accepted leads and response, pipeline and revenue linked to ads
Media

Publishers and media

For publishers and media companies, LinkedIn Ads have to take into account who wrote what, content rights, subscriptions, fast publishing cycles and original evidence.

FocusIs LinkedIn Ads right for you and who owns what, business goal and which actions count, customer value and how many leads you can handle
MeasureAccepted leads and response, pipeline and revenue linked to ads, decisions on tests and budget
Marketplaces

Marketplaces and directories

For marketplaces and directories, LinkedIn Ads have to take into account value for both buyers and sellers, who is who, available listings, data quality and duplicate actions.

FocusIdeal companies and buying roles, record of audience sources and permissions, preparing contact lists and checking matches
MeasureAd delivery and audience, ads and offer, quality of conversion tracking
Travel

Travel and hospitality

For travel and hospitality businesses, LinkedIn Ads have to take into account busy and quiet seasons, location, availability, booking value, cancellations and policy rules.

FocusTargeting by job details, exclusions, overlap and showing ads too often, how the offer and proof fit together
MeasureAds and the offer, quality of conversion tracking, accepted leads and response
Industrial

Industrial and manufacturing

For industrial and manufacturing companies, LinkedIn Ads have to take into account product specifications, compatibility, distributors, long buying decisions and serious inquiries.

FocusNaming, web link and version rules, message plan for each buying role, ad formats and how ads are produced
MeasureQuality of conversion tracking, accepted leads and response, pipeline and revenue linked to ads
Membership

Memberships and communities

For membership and community businesses, LinkedIn Ads have to take into account access levels, ongoing value, moderation, renewals and member support.

FocusLead Gen Form purpose and consent, form fields that match your CRM, campaign setup and ad preview checks
MeasureAccepted leads and response, pipeline and revenue linked to ads, decisions on tests and budget
Clear ownership

Who does what in your LinkedIn Ads account, with no hidden handovers

This service covers your LinkedIn campaign strategy and day-to-day running. Building landing pages, server-side lead capture, your CRM setup and how sales follows up stay with the specialists responsible for them.

We do the work

The LinkedIn campaign and tracking system we agree on together.

  • Campaign brief covering your goal, target companies and roles
  • Audience and exclusion plan with clear rules
  • Plan for offers, ad wording and creative
  • Campaign, form and tracking setup
  • Pre-launch checks of typical ads and lead paths
  • Record of tests, reports and improvements
We coordinate

Related systems and teams that receive or explain campaign results.

  • Landing page owners, so pages match the ads
  • Lead capture owners, so your systems accept every lead
  • CRM owners, for field and sales stage mapping
  • Privacy owners, for contact lists and consent
  • Sales owners, for responding to leads and recording outcomes
  • Analytics owners, for checking results add up
You keep

The real business facts, your accounts and the final say on money.

  • What is true about your product, offer and customers
  • Permission to use audience data, and using it legally
  • Approval of claims, brand, legal points and policy
  • Campaign Manager, billing and live account access
  • Final say on budget, bids and launches
  • Responding to leads, pipeline and revenue decisions
How it fits together

How LinkedIn Ads fits together: nine connected records

Everything we deliver can be traced back from the original evidence, through setup, sign-off and reporting, to ongoing upkeep.

LinkedIn Ads Services

01
Goal and money brief

Names the business result, the action we track, the starting point, budget, team capacity and the rule for making decisions.

02
Buying role map

Links company fit, each role, their influence, problem, doubts, the proof they need and their next step.

03
Audience record

Tracks each audience's source, permission, format, filters, exclusions, match rate, freshness and how long it is kept.

04
Offer and ad plan

Keeps versions of the promise, proof, format, wording, visuals and the idea being tested for each role.

05
Ad-to-page match sheet

Checks that the ad, page or form, privacy notice, fields, confirmation and follow-up all set the same expectation.

06
Campaign setup sheet

Records the campaign goal, optimization, budget, bids, where ads appear, naming, web links and launch status.

07
Tracking rules

Defines each tracked action, its source, ID, time, value, how duplicates are removed, data quality and consent.

08
CRM and revenue map

Connects accepted leads, sales stages, opportunities, deal value, credit time windows and how complete the data is.

09
Test record

Records the idea being tested, ad versions, budget split, safety limits, when to stop, the result and the decision.

The connected growth engine

Product and revenue

Approve what is true about the offer, which companies fit, buying roles, the money side and pipeline results.

Brand and creative

Approve claims, proof, ad wording, the visual style and ad versions for each role.

Privacy and legal

Review rights to use audience data, how lists are used, privacy notices, consent, unfair targeting and how long data is kept.

Website and lead capture

Keep landing pages matching the ads, make sure your systems accept leads, recover from failures and prove leads arrived.

CRM and sales

Own what each field means, sales stages, responding to leads, recording outcomes, opportunities and the quality of revenue data.

Analytics and media

Check that ad delivery, tracking, groups of leads, tests, credit for results and budget decisions all add up.

One connected scope. LinkedIn Ads Services is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

Your LinkedIn campaign timeline, and the full growth plan.

LinkedIn Ads should reach an approved first launch quickly, then improve by learning from measured results. If access, budget, approved offers, usable ads and a working landing page or form are ready, we aim to launch the first campaign in the first week. LinkedIn's own ad review and audience processing can add time. This way of working sits inside the six-month Softscotch growth plan shown below.

LinkedIn Ads, from launch to learning what works

Days 1–2

Business goal and budget

Define the result you want, the action we track, your starting point, budget, team capacity, safety limits and how often decisions are made.

KPI Goal agreed
Days 2–3

Building the offer

Approve the promise, evidence, answers to doubts, next step and poor-fit cases for each buying role.

KPI Offer agreed
Days 3–5

Campaign setup

Set the campaign goal, optimization, audiences, exclusions, bids, budget, where ads appear and naming.

KPI Campaign built
Week 1

Launch and delivery checks

Finish previews, links, forms and test submissions, publish the approved campaign, then check that ads are running, spend is on track, tracking works and someone owns every lead.

KPI Campaign live and checked
Weeks 2–4

First pipeline report

Compare lead response, sales outcomes, opportunities and revenue credited to ads, with the limits of the data made clear.

KPI Pipeline reviewed
Months 2–3

Test decision

Keep, change, pause or grow the campaign, with the test evidence and any practical limits written down.

KPI Decision made

Our full growth plan (all services together), month by month

Month 1

Setup and first launch

Agree priorities, fix the biggest problems and launch the first approved work once we have access, content, budget and your sign-off.

KPI First work live
Month 2

Build and improve

Use the first report to improve the live work and build the next agreed materials, campaigns, pages or follow-up steps.

KPI Improvements live
Month 3

Do more of what works

Do more of the messages, audiences, pages or channels that the results show are working, while keeping budgets and quality checks within the limits we agreed.

KPI What works, expanded
Month 4

Strengthen results

Fix weak handovers between teams, gaps in tracking and anything slowing delivery, then test the next priorities against measures that matter to your business, such as lead quality and sales.

KPI Blockers removed
Month 5

Turn more visitors into customers

Improve the offer, message, page and follow-up steps wherever the results show people getting stuck or leads that aren't a good fit.

KPI Improvements to win more customers live
Month 6

Plan the next round

Review what changed, what the results really show, what should stop and which work deserves budget and attention in the next period.

KPI Next round agreed
How we compare

How we compare with a typical LinkedIn Ads agency

The difference is not a longer targeting list. It is a written link between the people involved in buying, the messages they see, the path from ad to lead, the records your CRM accepts and the later decisions about your pipeline.

The risk of using a different agency for everything
  • Starts with a long targeting list
  • Uses one message for every role
  • Assumes an uploaded list will just work
  • Collects form fields before deciding where they go
  • Treats every completed LinkedIn form as a real lead
  • Installs tracking code without agreeing what to track
  • Counts website and server conversions twice
  • Changes several things at once
  • Optimizes only for cheap leads
  • Reports credited revenue as if it were certain
vs
Softscotch
  • Starts with your goal, company fit and buying roles
  • Maps each role's problem, proof and next step
  • Manages each audience's source, permission, matching and exclusions
  • Lines up visible, hidden, consent and CRM fields
  • Tests that leads are accepted and someone follows up
  • Defines each tracked action's ID, value, quality and consent
  • Uses shared IDs and clear rules to remove double counts
  • Tests one written idea at a time
  • Reads ad results alongside lead quality and team capacity
  • Checks credited revenue against matching and time-window limits
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

LinkedIn Ads management FAQs

These answers explain the limits set by LinkedIn, the law, your data and real-world results, so you know them before the work begins.

Filter
What is included in LinkedIn Ads management?

The work can include setting your goal and budget, researching the roles involved in buying, rules for your audiences, the offer and ads, retargeting people who engaged, campaign and Lead Gen Form setup, conversion tracking, hand-off to your CRM, pre-launch checks, tests, ongoing improvements and pipeline reporting.

How do you choose LinkedIn audiences?

We combine company fit, buying role, seniority, job function, influence, location and exclusions with your own customer data or LinkedIn's targeting options. Every audience has a recorded source, a reason for using it, its estimated or matched size and its limits.

Will every uploaded list be large enough to run?

No. File rules, matching and LinkedIn's minimum audience sizes apply, and lists aimed at specific companies can match too few people to run. We check the current status of each audience before committing budget to it.

Can we use bought contact lists?

Not by default. You must show the data was collected legally, that you are allowed to use it for advertising, that it is stored securely and that the required notices were given. LinkedIn accepting a list does not prove it is legal or ethical to use.

Why make different ads for each buying role?

Hands-on users, internal supporters, approvers and senior leaders often care about different problems, need different proof and take different next steps. Our message plan keeps these ideas clear, instead of asking one general ad to persuade everyone.

Do you build LinkedIn Lead Gen Forms?

Yes, when they are included. We define the visible questions, hidden campaign details, privacy policy link, wording on purpose or consent, the confirmation message and the CRM field names, then test typical submissions.

Is a landing page included?

No, not by default. Our LinkedIn Ads service makes sure the landing page matches the campaign and checks it. Our Landing Pages service builds the page, and our Lead Capture service makes sure your systems accept each lead and create the right records.

Do we need the Insight Tag and the Conversions API?

The right tracking setup depends on your path from ad to lead, access, consent and data quality. The Insight Tag is tracking code on your website, and the Conversions API sends results straight from your systems to LinkedIn. We may use one or both, but when they overlap they need shared IDs and rules to remove double counts.

How do you stop conversions being counted twice?

Our tracking rules define each event's name, source, unique ID, time, value and how duplicates are removed. We compare typical website and server examples side by side before we trust the numbers.

What is Conversions API signal quality?

It is LinkedIn's check on the data it receives, including how many events it can match to LinkedIn members. It helps find missing or poor-quality details, but it does not prove the ads caused results, that you have consent or that the data means the right thing for your business.

Can LinkedIn leads sync to our CRM?

Where supported and approved, we map the fields and test the hand-off. A working connection doesn't replace your CRM's job of matching people, removing duplicates, setting sales stages, routing leads, retrying failures and having someone in charge of problems.

Can LinkedIn report pipeline and revenue?

LinkedIn's CRM and revenue reporting features, where available, can link campaigns to later sales results. We explain the limits of matching, data completeness, the credit model and time window, and we never describe LinkedIn's influence as proof the ads added sales.

How many ad versions do you create?

The proposal states the number for each role, offer, format and market. We prefer a small set of versions you can learn from, backed by real production capacity, over a large set of weak variations.

How do you test LinkedIn campaigns?

Each test names one idea linked to a decision, the ad versions, how budget is split, safety limits, the minimum conditions before reading results and when to stop. We are open about random swings in ad costs and small numbers.

What LinkedIn Ads budget do we need?

It depends on your audience, ad costs in LinkedIn's auction, your campaign goal, location, how long buyers take to decide, your ads and the evidence needed to make a decision. We keep ad spend separate from our fees and say what the budget can and can't teach us.

Can you guarantee leads or revenue?

No. We can check the research, campaign setup, ads, forms, tracking and reporting. How LinkedIn's auction delivers ads, how the platform behaves, buyer demand, how your sales team responds and final business results are not fully in anyone's control.

How long does LinkedIn Ads setup take?

A brief covering your goal, audience, offer and launch usually takes 2 to 3 business days once account access, budget, approved claims, usable ads and a working landing page or form are ready. A simple first campaign is often aimed to go live within 5 business days. Audience processing, LinkedIn's ad review, new ads, forms, landing pages, CRM mapping, tracking work, regulated claims or slow approvals can delay launch. These are planning estimates only, not a guarantee of delivery dates or results.

How is LinkedIn Ads management priced?

Pricing depends on your markets, audiences, versions for each role and offer, creative production, number of campaigns, form and tracking work, CRM coordination, how often we test and reporting. Ad spend, platform fees, stock images or production costs, landing pages, CRM changes and specialist reviews are separate unless listed in the proposal.

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