Hey Daniel M. this is how we use LinkedIn thought leadership ads at DemandMagic for our clients -
Create a custom audience (could be target accounts/contacts) OR a saved audience (with job titles, industry etc filters)
Pick at least 3 posts that have performed well organically. Aim for the combination of Video (Trust- they see you in their feed), Single Image (Expertise - they actually read what you posted), Premium content (Giving something for free)
Boost them and target the audience you created in the step 1
Create a remarketing list
Let the thought leadership ads run for at least 30 days
Create an awareness campaign for LinkedIn page. Target the remarketing list. The aim is to create relevancy. They are already seeing you in their feed, now they will see your brand.
Create a sponsored messaging campaign and send out messages to that remarketing list. This time the aim is to get demos/trials etc.
