This is the cold email plan we'd run for a LinkedIn ads agency that serves one industry. LinkedIn publishes the ads each company runs in its Ad Library. That makes the first line of the email easy to write.
Your market is every company in your industry that sells to other businesses and has deals big enough to make LinkedIn worth paying for. Buyers on LinkedIn can be reached by job title and company and that is what B2B marketers want.
These are the signals worth looking for.
LinkedIn Ad Library shows the ads a company is running. One generic ad with nothing beside it tells you nobody is testing.
Look up their closest competitors in the Ad Library. A company absent while its rivals run several ads is losing attention in its own market.
Click through their ads. A demo ad that lands on a general homepage asks the buyer to go looking for the demo.
Their events page or their LinkedIn posts show upcoming webinars. Events give LinkedIn ads a clear offer to promote.
Crunchbase shows new funding. A fresh round comes with pipeline targets and LinkedIn is where B2B buyers can be reached by title.
A founder with strong LinkedIn posts already has ad material. LinkedIn lets a company promote an employee's post as an ad and a good post makes a natural first ad.
Lead with their current ad and what you'd test against it.
Lead with the competitors who are there.
Lead with their next event and the job titles you'd put it in front of.
Lead with the round and the job titles their sales team needs to reach.
Selling to hospital IT leaders and selling to plant managers need different targeting and different ads. Split them.
Their active LinkedIn ads next to the ads of their closest competitors. Short notes on what each one is trying to do and what you'd test first.
It works because it is their market seen from the buyer's feed. The testing plan is the job.
Five ad concepts written for their offer and their buyer's job title. Headline and copy and the image idea for each.
It works because they can picture the campaign running. The next step is someone setting it up.
Take the founder's best LinkedIn post and set it up as a promoted post aimed at their exact buyers. The founder approves it inside LinkedIn. They pay LinkedIn for the ads and you set it up and run it free for a month.
It works because it is fast and it uses content they already trust. The full program is the next step.
Launch within a week of the call.
Hi {{first_name}},
Looked at {{company}}'s ads in the LinkedIn Ad Library. {{ad_observation}}
We run LinkedIn ads for {{industry}} companies only. I wrote five concepts I'd test next.
Want them?
{{sender_first_name}}
Swap {{ad_observation}} for the one thing you saw. A single generic ad or ads that all point at the homepage.
Hi {{first_name}},
{{competitor}} is running {{ad_count}} ads on LinkedIn right now. {{company}} isn't running any.
Their buyers are your buyers. I sketched how we'd reach the same job titles for {{company}}.
Worth a look?
{{sender_first_name}}
Hi {{first_name}},
We run LinkedIn ads for {{industry}} companies that sell big deals to specific job titles.
{{proof_line}}
Worth a conversation?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. Meetings booked or an event filled. If there is no result yet then leave the line out.
At smaller companies the founder or the head of marketing owns LinkedIn spend. At bigger ones it is the head of paid marketing.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.