Essential
A single LinkedIn campaign aimed at one audience.
- One LinkedIn campaign
- Up to 3 new ad images a month, from stock or AI
- A LinkedIn lead form or an existing page on your site
- Lead and conversion tracking
- One-page monthly report
Advertising to other businesses
LinkedIn Ads in Bermuda, aimed at the people who make the decision
If you sell to other businesses, such as professional services, insurance and reinsurance suppliers, office services or training, the person you need is identified by their job title and their company. LinkedIn is the one ad platform that targets on those. I run LinkedIn Ads as a monthly package: the audience, the campaign, the ads and the follow-through.
The problem
The right person is easy to find and expensive to waste.
Clicks on LinkedIn usually cost more than on Google or Meta. That makes it a poor place for a general audience and a good one for an offer where a single new client is worth a lot. The cost of getting it wrong is an audience set too wide and ads that read like a brochure.
Bermuda is a small market, so the audience on the island for a given job title can be small too. A campaign here is often set to include people abroad who make decisions about Bermuda, and the proposal says how the audience is drawn.
Monthly packages
Three packages. Standard is where I suggest starting.
Each package is a fixed monthly fee with the scope written down, so you know what is being done each month. Ask about pricing and the fees come back in writing, followed by a proposal. Ad spend is paid directly to the platform by you.
Standard
Two campaigns, on LinkedIn or split with another channel.
- Two campaigns in total, on LinkedIn or split with Google, Meta or email
- Up to 5 new ad images a month, from stock or AI
- Improvements to the pages the ads land on
- Monthly optimisation
- One-page monthly report
Priority
Three campaigns, with real photography and video of your people.
- Three campaigns in total, across any channels
- Real photo and video from a half-day shoot each quarter
- One new landing page a quarter
- Your existing follow-up system kept running
- One-page monthly report
Setup, one time. Covers setting up or reviewing your LinkedIn Campaign Manager account and company page connection, audience research, writing the ads, building the campaign, and tracking. An existing account that needs a lot of untangling is quoted before anything starts.
Every package is month to month with 30 days’ notice. The ad and email accounts are set up in your business’s name, with you as the owner. You approve every ad and email before it goes out, with one round of changes. The first 90 days are for learning what works and improving it.
On Essential and Standard, ad images come from stock or AI and set a mood only. On Priority, the shoot and the new page begin after your third month.
What the work involves
The audience, the campaign and the follow-through.
- Account setup or reviewCampaign Manager set up in your name and linked to your company page, or an existing account reviewed.
- Audience targetingJob titles, seniority, company size and industry, with a written note of who is in and who is left out.
- Campaign and ad copyAds written for the person reading them, about the problem you solve for them.
- Lead forms or landing pagesLinkedIn lead forms that fill in from a profile, or a page on your site built for the offer.
- TrackingThe LinkedIn Insight Tag and conversions set up, so you know which ads brought in leads.
- Monthly optimisationAudiences narrowed or widened, weak ads replaced, budget moved to what works.
- A recommended spendA written view of how much is worth spending, given what a new client is worth to you.
- Plain monthly reportingWhat was spent, what came in, what changed and what is next, on one page.
How it works
Start from who signs off on the purchase.
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A free review
I look at your company page, your offer and who buys it, and any past campaigns. You get the findings in writing, including whether LinkedIn is the right channel at all.
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Fees in writing, then a proposal
Ask about pricing and the package fees come back in writing. A proposal follows with the campaigns, a recommended spend, the terms and what is excluded. Nothing starts until you approve it in writing.
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Setup, then monthly care
Tracking is tested before any budget is spent. Then the campaign goes live and is adjusted month by month, with a one-page report of spend, leads and changes.
Who it is for
A good fit looks like this.
- A Bermuda business that sells to other businesses
- A service where one new client is worth a lot, so a higher cost per click still pays
- A clear idea of the job titles that buy from you
- Someone ready to follow up leads within a day
Not included
Listed here, and again on every proposal.
- Posting to your company page or personal profiles
- Ad spend, which is paid directly to LinkedIn from your account
- Bought contact lists
- Guaranteed leads or results
- Photography and video, except on Priority
The Campaign Manager account is in your business’s name, with you as the owner. If we ever part ways, the account and its history stay with you.
Questions businesses ask first
Before you spend on LinkedIn ads
Is LinkedIn advertising worth it for a Bermuda business?
It depends on what one new client is worth. Clicks on LinkedIn usually cost more than on Google or Meta, so it suits business-to-business offers with a high value per client. The free review will say plainly if another channel is a better start.
How much do LinkedIn ads cost?
There are two parts. The ad spend is set by you and paid directly to LinkedIn. The management is a monthly package at one of three levels, plus a one-time setup fee. Ask about pricing and the fees come back in writing.
Can you target people outside Bermuda?
Yes. Many decisions about Bermuda businesses are made by people in London, New York or Toronto, and a campaign can include them. The proposal states how the audience is drawn.
Do you post on my company page?
No. LinkedIn Ads covers the paid campaigns only. Posting to your company page or to personal profiles is not offered.
Is there a minimum contract?
No. Packages are month to month with 30 days’ notice. The first 90 days are for learning what works, but you are not bound to them.
Related services
What runs alongside LinkedIn.
Next step
Find out whether LinkedIn is the right channel for you.
Ask about pricing and the package fees come back in writing. Or start with a free online presence review, which includes a plain answer on where to advertise first.