10 Questions to Ask Before Hiring a LinkedIn Ads Expert

TL;DR:

• Ask for specific LinkedIn campaign management experience and B2B case studies.

• Probe audience targeting, segmentation, and strategy development process.

• Demand clarity on success metrics, reporting, and ongoing optimization.

• Assess creative development, communication cadence, and budget management.

• Ensure they stay current with platform changes and differentiate themselves in the performance marketing space.

LinkedIn has become the premier B2B platform for reaching decision-makers, building brand authority, and generating high-value leads. But to unlock its full potential, you need more than just a basic understanding of LinkedIn campaign management—you need an expert who can navigate the intricacies of the platform, optimize for performance, and deliver measurable ROI. With so many consultants and agencies claiming to be LinkedIn ads managers, how do you separate the best from the rest? The answer: ask the right questions before you hire. Here is a definitive guide to evaluating your next LinkedIn Ads partner, ensuring you find a performance marketing agency (or individual) who will drive results.

1. What Is Your Experience with LinkedIn Campaign Management?

Not all performance marketing agencies have deep expertise in LinkedIn Ads. Ask for specifics:

• How many LinkedIn ad campaigns have they managed for B2B clients?

• Can they provide case studies or references from similar industries?

• What types of campaigns (lead generation, brand awareness, retargeting) have they executed?

A top-tier LinkedIn ads campaign manager will have a proven track record with performance-based marketing companies, especially in the B2B space. Ask for quantifiable results—think conversion rates, cost per lead, and ROI figures.

2. How Do You Approach B2B Targeting and Audience Segmentation?

LinkedIn’s true power lies in its targeting—by job title, company size, industry, skills, and more. Your expert should:

• Demonstrate advanced knowledge of LinkedIn’s targeting options for B2B performance marketing agency campaigns.

• Explain how they build and test audience segments, including the use of Matched Audiences and lookalike strategies.

• Discuss how they avoid wasted spend on irrelevant clicks.

If your business serves niche verticals, ensure the candidate understands how to reach your exact decision-makers through LinkedIn campaign management.

3. What Is Your LinkedIn Ads Strategy Development Process?

There’s no one-size-fits-all plan. The best performance marketing agencies will:

• Start with a deep dive into your goals, funnel, and ideal customer profile.

• Propose a phased campaign strategy (awareness, consideration, conversion) mapped to measurable KPIs.

• Explain how LinkedIn Ads fit into your broader performance marketing services mix (including retargeting, content marketing, and lead nurturing).

Ask for an outline of their typical onboarding and campaign setup process, including timelines and milestones.

4. What Metrics Do You Use to Measure Success?

Performance-based marketing agencies should be obsessed with data. Key questions:

• Which metrics do they prioritize? (e.g., CTR, CPL, pipeline generated, closed-won deals)

• How do they report and communicate results?

• What benchmarks do they use for LinkedIn Ads compared to other platforms?

Ensure their reporting cadence and transparency matches your expectations. A results-driven partner will proactively optimize for the metrics that matter most to your business.

5. How Do You Optimize LinkedIn Ads Campaigns Over Time?

LinkedIn ads success isn’t set-and-forget. Ask about their:

• Approach to A/B testing creative, copy, and calls to action.

• Frequency of performance reviews and optimizations.

• Use of LinkedIn’s analytics, Insight Tag, and integration with your CRM or marketing automation.

A strong performance marketing company will have a clear process for continuous improvement, not just initial setup.

6. What’s Your Experience Managing Budgets and Bids on LinkedIn?

The platform’s costs can be high—especially for B2B performance marketing agency campaigns. Probe for:

• Minimum recommended budgets for effective testing and learning.

• Bid strategies for different objectives (CPC vs. CPM; lead gen vs. awareness).

• How they allocate spend across campaigns, audiences, and funnel stages.

Look for answers that balance efficiency with scaling opportunities, and that show a deep understanding of performance-based marketing agency best practices.

7. How Do You Develop Compelling Creative and Messaging?

Great targeting is wasted without great creative. Your expert should:

• Show examples of high-performing LinkedIn Ads (single image, video, carousel, document, and conversation ads).

• Explain their process for aligning creative with each stage of the buyer’s journey.

• Discuss how they tailor messaging for B2B decision-makers and ensure compliance with LinkedIn’s ad policies.

If they offer in-house creative or collaborate with your team, clarify roles and approval workflows.

8. What Is Your Reporting and Communication Process?

Clear, proactive communication is a hallmark of the best performance marketing agencies. Ask:

• How often will you receive reports and performance updates?

• What’s included in their reports (e.g., insights, next steps, recommendations)?

• Will you have a dedicated account manager or point of contact?

Look for agencies that prioritize transparency and education—helping you understand the “why” behind campaign changes.

9. How Do You Stay Current with LinkedIn Ads Platform Changes?

The LinkedIn Ads ecosystem evolves rapidly. Your expert must be:

• Actively engaged with LinkedIn’s updates, beta features, and policy changes.

• Investing in ongoing training, certifications, or attending relevant webinars and industry events.

• Able to explain how recent changes (e.g., new ad formats, analytics capabilities) impact your campaigns.

This ensures your campaigns benefit from the latest best practices and innovations.

10. What Makes You Different from Other Performance Marketing Companies?

Finally, ask for their unique value proposition:

• What sets their performance marketing services apart?

• Do they specialize in your industry or offer proprietary tools, processes, or technology?

• How do they structure contracts, pricing, and guarantees (e.g., performance-based marketing agency models)?

The best LinkedIn ads manager or agency will articulate why they’re the right fit for your goals—not just their generic credentials.

Conclusion: Choose the Right LinkedIn Ads Expert for High-Performance B2B Marketing

Hiring a LinkedIn Ads expert is a strategic decision that can define your B2B growth trajectory. By asking these 10 questions, you’ll cut through the noise and identify a partner who is data-driven, transparent, and relentless about driving measurable results. Whether you’re considering a dedicated LinkedIn ads campaign manager, a performance-based marketing agency, or a full-service performance marketing company, these questions will ensure you invest in expertise that delivers.

Ready to accelerate your lead generation and brand authority with LinkedIn Ads? Start your vetting process today—and demand the rigor and clarity your marketing deserves.