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LinkedIn Ads Funnels, Built by Kronos
Document Ads, Thought Leader Ads and Lead Gen Forms for B2B offers that clear the CPL math.
Kronos builds complete LinkedIn funnels — creative, landing or registration page, follow-up and retargeting — from a play library researched on this platform specifically, checked against LinkedIn's own policy rules, and measured against sourced LinkedIn benchmarks (every figure labelled VERIFIED or CLAIMED with its source).
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The LinkedIn play library
Document Ad to LGF to nurture
Structure: Document Ad (gated preview) -> Lead Gen Form -> CRM nurture -> webinar/demo
Fits: The lead-gen standout format for B2B content assets
Document Ads CPL $142 in Metadata 2025 (CLAIMED, Metadata via Scalix compilation); CPL $94 and LGF CVR 14.7% in First Page Sage (CLAIMED)
Thought Leader to LGF webinar registration
Structure: Thought Leader Ad (person's post) -> Lead Gen Form as the webinar registration
Fits: Webinar registrations from senior B2B audiences
Thought Leader Ads CPL $87, LGF CVR 13.1%, CTR 1.08% (CLAIMED, First Page Sage format dataset)
Thought Leader to landing (retargeting build)
Structure: Thought Leader Ad -> landing page -> website retargeting pool -> LGF offer
Fits: Building a high-value retargeting pool from practitioner content
Thought Leader landing-page CVR 3.7% vs LGF CVR 13.1% — the structural gap the retargeting rung exists to close (CLAIMED, First Page Sage)
ABM list to Conversation Ad to booking
Structure: ABM company/contact list -> Conversation/Message Ad -> booking
Fits: Named-account B2B outreach at ACV that survives LinkedIn CPLs
All-format CPL $144 and LGF CVR 11.9% are the planning anchors (CLAIMED, First Page Sage); funnels need ACV of roughly $5K-$25K+ to survive $90-$200 CPLs (report §6)
LGF-opener retargeting ladder
Structure: LGF openers-not-submitters -> retargeting sequence -> LGF or booking
Fits: Recovering the highest-intent non-converters on LinkedIn
Lead Gen Forms convert roughly 4x landing pages because profile data is pre-filled (CLAIMED, both Metadata and First Page Sage datasets agree on direction, report §6)
Video-view to LGF closer
Structure: Sponsored video -> video-view audiences -> LGF offer -> booking
Fits: Closing warmed B2B video audiences with a native form
Video CPL $186, LGF CVR 9.6%, CTR 0.39% — the most expensive format in the table, so the closer rung must be selective (CLAIMED, First Page Sage)
LinkedIn benchmarks (sourced, labelled)
| Subject | Metric | Value | Label | Source |
|---|---|---|---|---|
| Sponsored Content — B2B dataset | CTR | 0.67% | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPC | $9.39 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPM | $63.19 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPL | $202 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Document Ads — B2B dataset | CPL | $142 (lowest of any format in that dataset) | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Document Ads — format dataset | Lead Gen Form CVR / CTR / CPL | LGF CVR 14.7%; CTR 0.71%; CPL $94 | CLAIMED | First Page Sage format dataset (Jan 2025–Aug 2026, agency-compiled) |
Creative specs Kronos builds to
- Formats: Sponsored Content (single image, video, carousel), Document Ads (gated preview), Thought Leader Ads (boost a person's post), Message/Conversation Ads, Text/Spotlight (right rail, weakest)
- Lead Gen Forms attachable to most formats; profile data pre-filled
Go deeper
The LinkedIn funnel builder · Guide: LinkedIn ads funnels · LinkedIn ads benchmarks · Linking LinkedIn to Kronos