Your advertising reaches the people who decide, not the people who happen to scroll.
Gully Sales runs LinkedIn advertising as a targeting problem first: who must see this, what they are offered, and what happens in the hour after they fill the form. Budget follows the audiences that produce real conversations.
Audiences built from job title, function, seniority, industry and company size.
An offer written for a buyer who is researching, not one ready to sign today.
Cost per qualified lead reported by audience, so budget moves to what responds.
Gully Sales Private Limited helps businesses across India connect marketing, sales and revenue operations.
In one paragraph
What is LinkedIn Advertising Services for B2B Firms?
LinkedIn advertising is paid reach to a professional audience you define by job title, function, seniority, industry and company size. Gully Sales sets the objective, builds the audiences, writes the offer, runs the campaigns and reports cost per qualified lead. It suits businesses whose buyers are identifiable at work but are not searching for you yet.
The problem
You know exactly who should buy, and no way to reach them.
You can name the buyer. A plant head at a mid-size manufacturing company. A finance director at a professional services firm. A procurement manager in one specific industry. What you do not have is a way to put a message in front of that person this month. They are not searching for what you sell, cold email goes unanswered, and the trade show comes once a year. LinkedIn is the one place where those job titles are declared and reachable. Many SMBs try it, watch the cost per click climb well above search, and decide the channel does not work for a business their size.
You will recognise it as
Your sales team can name the accounts and titles it wants, and marketing has no way to reach them.
You ran LinkedIn ads once, spent the budget on clicks, and cannot say which job titles those clicks came from.
Cost per click looks alarming next to search, so the campaign is paused before anyone checks lead quality.
Form fills arrive, sales calls them like search enquiries, and nobody answers the second call.
A general company post is being boosted as an advertisement, with no offer and nothing to respond to.
Nobody can tell you how many of last quarter's enquiries came from a paid audience rather than a referral.
What it costs the business
Budget moves back to channels where the numbers look comfortable, and the buyers you actually want stay unreached.
Sales keeps working the same tired list, because marketing never introduces a new name to it.
Competitors visible to your buyer's whole committee get shortlisted, and you are never asked to quote.
Every growth plan quietly depends on the founder's personal network holding out for another year.
Why it persists. LinkedIn is priced per click like search but behaves nothing like it. Search meets a buyer who has already decided to look; LinkedIn interrupts a buyer at work. Judged against search benchmarks it will always look expensive, so most businesses stop before the audience, the offer and the follow-up have been tuned even once. The platform also rewards patience: audiences are small, delivery takes time to settle, and a campaign switched off early teaches nobody anything.
If it stays unresolved. Your pipeline stays limited to people who already know you: referrals, repeat buyers and whoever the founder can reach personally. That is a ceiling, not a strategy. When a large order, a new territory or a new product needs a fresh set of decision-makers, you will have no way to reach them except to buy a list and hope.
What changes
What changes once LinkedIn is run as a system.
In the first weeks
An audience definition your sales team recognises, written in job titles and company attributes.
One offer worth a professional's attention, in place of the boosted company update.
Conversion tracking that proves a form fill reached a person and can be traced to a campaign.
In how the work runs
A campaign account structured by objective and audience, so results can be read without guesswork.
Every form fill reaching a named owner with the context needed for the first call.
A weekly review that changes bids, audiences and creative on evidence rather than opinion.
In sales and marketing
Cost per qualified lead reported by audience, so you can see which segment is worth paying for.
Conversations with people who could not have been reached through search or referral.
A clear view of which spend produced pipeline and which produced only impressions.
In what management can see
Your company appears in front of a whole buying committee, not only the person who searched.
Recognition builds inside a defined audience, so later outreach and calls land warmer.
Over the longer term
A tested library of audiences, offers and creative your team can rerun for the next launch.
Evidence of which industries and titles respond, which informs where sales spends its time.
Gully Sales controls the audiences, the offers, the campaign structure, the creative and the optimisation discipline. Response rates, deal sizes and closing depend on your market, your offer and your sales follow-up. We report both, and we say which is holding the result back.
Who it is for
Who LinkedIn advertising is right for.
The businesses it suits
B2B businesses whose buyer can be described by job title, function, seniority or industry.
Companies with a considered purchase, where one order justifies the cost of reaching a decision-maker.
Manufacturers, industrial suppliers, IT and software firms and professional services selling to other companies.
Businesses selling to a committee, where several roles must recognise your name before a decision.
Firms entering a new city, industry or country where they have no list and no referrals.
Companies with something worth downloading or attending, not only a contact form.
What usually prompts the call
Sales has run out of names and is calling the same accounts again.
A new product or service must reach a role your current channels never touch.
Search volume for what you sell is small, because buyers do not know the category exists.
A LinkedIn campaign ran, spent the budget and left no explanation anyone trusts.
You are expanding into a market where nobody has heard of your company.
What Gully Sales does
The work, component by component.
Audience objective and lead definition
We agree what the campaign is for before anything is built: reach among a defined audience, form fills, event registrations or website conversions. We also write down what a lead must contain to count as qualified, so nobody argues about it three months into the spend.
Why it matters:
LinkedIn optimises towards whichever objective you choose. Choose the wrong one and the platform will deliver cheap clicks from people who will never buy.
You receive:
A one-page campaign brief stating the objective, audience, offer and definition of a qualified lead.
Business value:
Marketing and sales judge the campaign by the same measure from the first week.
Account and tracking audit
If you have advertised before, we go through the account: campaign structure, audiences, spend by objective, conversion tracking, the Insight Tag, form-fill quality and what was learned. If this is your first campaign, we check the tracking and page setup the campaign will depend on.
Why it matters:
Most existing accounts hold both a wasted budget and a working audience nobody noticed. Rebuilding from scratch throws away the second along with the first.
You receive:
An audit note listing what to keep, what to stop and what must be fixed before spending again.
Business value:
You start from evidence you have already paid for instead of a blank screen.
Audience and targeting design
We build the audiences: job titles, functions, seniority, skills, company size, industry and geography, plus matched audiences from your customer and prospect lists, your website visitors and named company lists. Exclusions are set with equal care, because who you keep out decides your cost per lead.
Why it matters:
LinkedIn targeting is only as good as its definition. Audiences that are too broad drain the budget, and audiences that are too narrow never settle.
You receive:
A documented audience set with sizes, exclusions and the uploaded matched-audience lists.
Business value:
Spend reaches people your sales team would be glad to meet.
Campaign and account structure
We structure the account so each campaign carries one objective and one audience: separate campaigns for cold audiences, matched company lists and retargeting, with naming conventions and budget rules that let anyone open the account and understand what is running.
Why it matters:
A flat account blends cold and warm audiences into a single number, and that number cannot tell you what to do next.
You receive:
A built campaign structure with naming conventions, budget splits and a note explaining both.
Business value:
Results can be read by audience, so decisions stop depending on the person who built it.
Creative and message
We write and design the advertising: single image, document, video, text and message formats, each written for a professional reading between meetings. Every audience is shown a message about its own problem rather than one advertisement rotated to everybody.
Why it matters:
On LinkedIn the audience is right or wrong before the creative is seen, but the creative decides whether the right audience stops scrolling.
You receive:
A creative set per audience with test variants, plus all copy in editable files you keep.
Business value:
You learn which message a segment responds to, and reuse it in sales conversations.
Landing page and lead form
We decide where the click lands: a native lead form when speed and volume matter, or a landing page when qualification matters more. We write the page or form, choose fields that make a lead usable, and connect submissions to your CRM or inbox with the campaign and audience recorded against each one.
Why it matters:
Most LinkedIn budget is lost after the click, on a page that repeats the advertisement or a form that asks nothing a salesperson can use.
You receive:
A live lead form or landing page, with submissions routed and campaign data attached.
Business value:
Sales opens an enquiry already knowing what the person asked for and where they came from.
Bidding and budget control
We set bidding and budgets campaign by campaign: how much a cold audience may spend before it proves itself, what a retargeting audience is worth, and where daily caps sit so a single test cannot consume a month of budget.
Why it matters:
LinkedIn will spend whatever it is allowed. Without rules the noisiest campaign takes the budget instead of the one producing leads.
You receive:
A bidding and budget plan with daily caps, pacing rules and a review point per campaign.
Business value:
Spending stays under control while the account is still learning.
Audience-by-audience optimisation
Each week we review performance by audience, creative and placement: pausing what does not respond, moving budget to what does, refreshing creative before fatigue sets in, and feeding lead quality back from your sales team into the targeting.
Why it matters:
LinkedIn audiences are small and tire quickly. An account left alone quietly gets more expensive every month.
You receive:
A monthly report with spend, leads, cost per qualified lead by audience and every change made.
Business value:
You always know what changed, why it changed, and what it cost.
What you will have at the end.
A campaign brief stating the objective, audience, offer and agreed definition of a qualified lead.
An audit note on your existing LinkedIn account, or a tracking check if this is your first campaign.
A documented audience set with sizes, exclusions and uploaded matched-audience lists.
A built campaign structure with naming conventions and budget splits, inside your own account.
Ad copy and creative for each audience, with test variants, supplied in editable files.
A lead form or landing page, with fields chosen for qualification and submissions routed to a named owner.
Conversion tracking and the Insight Tag installed and verified against a test submission.
A bidding and budget plan with daily caps, pacing rules and review points.
A sample of the anonymised lead record your sales team will receive, agreed before launch.
A monthly performance report showing spend, leads and cost per qualified lead by audience.
A written change log, so every pause, bid change and creative swap has a recorded reason.
A handover note so your team can run, pause or scale the campaigns without us.
How it runs
The engagement, step by step.
1
Objective and audience workshop
We sit with you and your sales lead to write down who you want to meet, what those people care about, what a qualified lead looks like and what the campaign must achieve. Disagreement about lead quality is settled here, on paper, rather than three months into the spend.
You provide:
Two hours from you and whoever owns sales, plus your current customer and target lists.
We produce:
A campaign brief carrying the objective, audience definition, offer and lead criteria.
Done when:
You and your sales lead sign the same one-page brief.
2
Account and tracking audit
We review any previous LinkedIn advertising, the Insight Tag, conversion tracking, past form-fill quality and where those leads went. We check that a submission made today would reach a person, be recorded, and be traceable to the campaign that produced it.
You provide:
Access to LinkedIn Campaign Manager, your website and your CRM or lead inbox.
We produce:
An audit note on what to keep, stop and fix, and a verified tracking setup.
Done when:
A test submission arrives, is recorded, and carries its campaign name.
3
Audience and offer build
We build the targeting in Campaign Manager, upload and match your lists, set exclusions, and write the offer the audience is asked to respond to. Where a suitable offer does not yet exist, we say plainly what has to be created and who will create it.
You provide:
Customer, prospect and suppression lists, and sign-off on the offer.
We produce:
A documented audience set with sizes, and an approved offer and message.
Done when:
Audience sizes sit in a workable range and the offer is approved.
4
Campaign, creative and landing build
We build the campaigns, write and design the advertising, and set up the lead form or landing page. Everything is created inside your own advertising account and on your own website, so nothing is trapped with an agency.
You provide:
Brand assets, product photographs, and approval of the page or form.
We produce:
Live campaigns, creative for each audience, and a working lead form or landing page.
Done when:
Campaigns clear review and a test lead reaches its owner.
5
Controlled launch
We open with capped budgets across a small number of audiences, watch delivery, cost and early lead quality closely, and correct targeting or creative before spend scales. Nothing is widened until the leads look like the people described in the brief.
You provide:
Quick feedback from sales on the first leads received.
We produce:
Live campaigns with daily caps, and a launch review carrying the first cost figures.
Done when:
Leads match the agreed definition and cost per lead sits in a workable band.
6
Weekly optimisation
We review by audience, creative and placement every week: pausing what does not respond, moving budget to what does, refreshing creative before fatigue, and adjusting targeting from what sales reports about lead quality.
You provide:
A short weekly view from sales on which leads were worth calling.
We produce:
A change log, refreshed creative, and updated audience and bid settings.
Done when:
Every change is recorded with its reason and its effect.
7
Reporting and handover
Each month we report spend, leads, cost per qualified lead by audience, pipeline opened and what we changed. At the close of an engagement we hand over the account, the audiences, the creative and a plain-language note on how the whole thing runs.
You provide:
An hour a month to review results and agree the next moves.
We produce:
A monthly report, and a handover note covering audiences, structure and spending rules.
Done when:
Your team can open the account and explain every campaign inside it.
Ways to work with us
How LinkedIn advertising is run with us.
Campaign setup and launch
A one-time build: objective, audit, audiences, structure, creative, lead form and tracking, launched and handed to your team to run.
Managed campaigns
We run the account continuously: weekly optimisation, creative refresh, audience expansion, lead-quality feedback from sales and monthly reporting.
Account audit and repair
For businesses already advertising: a review of structure, audiences, creative, forms and tracking, with a written plan of what to keep, stop and rebuild.
One channel in a wider demand programme
LinkedIn runs alongside search, content and outbound inside a single demand plan, with one shared lead definition and one report.
Why Gully Sales
What you are actually choosing when you choose us.
We start with your sales team, not the platform.
The audience is written from the accounts and titles your salespeople actually want to meet, and lead quality is judged by them every week. A marketing number your sales team does not recognise is not worth reporting.
The account and the data stay yours.
Campaigns are built in your own LinkedIn Campaign Manager under your own billing. If our work together ends, the audiences, creative, history and leads remain with you, along with a note explaining the structure.
We treat cost per click as the wrong headline.
LinkedIn clicks cost more than search clicks and always will. We report cost per qualified lead and what happened to those leads, because that is the number your business actually runs on.
We work on the whole path, not the advertisement.
The form, the routing, the first call and the follow-up decide whether spend becomes revenue. Gully Sales works across marketing and sales, so we can fix the part that is leaking instead of blaming the channel.
We build for Indian SMB budgets.
Few campaigns, tight caps, small audiences and disciplined testing. We would rather prove that one audience responds than run six that each receive too little spend to teach you anything.
Where it applies
The same service, in different businesses.
Industry
The situation
How it applies
Likely benefit
Industrial manufacturing
A components manufacturer sells to plant heads and maintenance managers who never search online, and its enquiries come only from a decade of personal relationships.
Audiences built on job function, seniority and company industry across chosen states, offering a technical specification guide instead of a sales pitch.
New plants and new names begin entering a pipeline that had stopped growing.
IT services and software
A services firm wants to reach IT heads and finance directors at mid-size companies, but search terms for its category are crowded and expensive.
Matched audiences built from a target-account list, supported by retargeting for anyone who visited the pricing or case-study pages.
Named target accounts see the company repeatedly, so outbound calls start warmer.
Professional services
A consulting firm's partners are its only source of new business, and their calendars limit how many first conversations can happen each month.
Document advertising offering a practical framework, with follow-up campaigns to everyone who opened it and a short qualification form.
Partners spend their time on conversations that started without them.
Healthcare and medical equipment
A supplier needs to reach hospital administrators and procurement heads, a small audience that general channels cannot isolate.
Tightly defined audiences by title and organisation type, with a product demonstration or clinical webinar as the offer.
A small, expensive audience is reached without paying to show advertising to the general public.
Corporate training and education
An institute selling corporate programmes must reach HR heads and learning managers, who rarely reply to cold email.
Sponsored content targeted by function and seniority, with a lead form capturing team size and training need.
Enquiries arrive with enough detail for the first call to be genuinely useful.
Commercial real estate
A developer marketing office space needs founders and administration heads at growing companies, not the general property audience.
Audiences by company size, growth and function, with a location-specific offer and a site-visit request form.
Site visits come from companies actually large enough to take the space.
Industrial manufacturing
The situation:
A components manufacturer sells to plant heads and maintenance managers who never search online, and its enquiries come only from a decade of personal relationships.
How it applies:
Audiences built on job function, seniority and company industry across chosen states, offering a technical specification guide instead of a sales pitch.
Likely benefit:
New plants and new names begin entering a pipeline that had stopped growing.
IT services and software
The situation:
A services firm wants to reach IT heads and finance directors at mid-size companies, but search terms for its category are crowded and expensive.
How it applies:
Matched audiences built from a target-account list, supported by retargeting for anyone who visited the pricing or case-study pages.
Likely benefit:
Named target accounts see the company repeatedly, so outbound calls start warmer.
Professional services
The situation:
A consulting firm's partners are its only source of new business, and their calendars limit how many first conversations can happen each month.
How it applies:
Document advertising offering a practical framework, with follow-up campaigns to everyone who opened it and a short qualification form.
Likely benefit:
Partners spend their time on conversations that started without them.
Healthcare and medical equipment
The situation:
A supplier needs to reach hospital administrators and procurement heads, a small audience that general channels cannot isolate.
How it applies:
Tightly defined audiences by title and organisation type, with a product demonstration or clinical webinar as the offer.
Likely benefit:
A small, expensive audience is reached without paying to show advertising to the general public.
Corporate training and education
The situation:
An institute selling corporate programmes must reach HR heads and learning managers, who rarely reply to cold email.
How it applies:
Sponsored content targeted by function and seniority, with a lead form capturing team size and training need.
Likely benefit:
Enquiries arrive with enough detail for the first call to be genuinely useful.
Commercial real estate
The situation:
A developer marketing office space needs founders and administration heads at growing companies, not the general property audience.
How it applies:
Audiences by company size, growth and function, with a location-specific offer and a site-visit request form.
Likely benefit:
Site visits come from companies actually large enough to take the space.
Proof
Work we can point to.
Burhani Hydroline, industrial hydraulics
The problem:
An industrial supplier needed to be visible to the buyers and technical decision-makers in its market, and to convert that visibility into sales rather than attention.
What we did:
Gully Sales worked on elevating Burhani Hydroline's market presence and supporting sales through customised marketing, targeting the audience that buys industrial hydraulic products.
The result:
The case study reports a stronger market presence and improved sales. for reach quality, qualified leads by audience and cost per qualified lead against a stated baseline.
A business selling into a specialist B2B market needed to be recognised by the professional audience that buys in that category, where general consumer channels reach almost nobody relevant.
What we did:
Gully Sales worked on SentenceLabs' digital presence and online visibility, building recognition and standing in the domain market it sells into.
The result:
The case study reports improved online visibility and established leadership in the domain market. for response rate, marketing-qualified leads and pipeline created against a stated baseline.
Is LinkedIn advertising worth it for a small business in India?
It depends on what one customer is worth to you. LinkedIn costs more per click than search, so it makes sense when a single order or contract is large enough to absorb that cost, and when your buyer can be described by job title. For a low-value consumer product it rarely works. For an industrial supplier or a firm selling to other companies, it often reaches people no other channel can.
How is this different from running Google Ads?
Search captures demand that already exists: someone types what they need and you appear. LinkedIn creates demand among people who are not searching, chosen by their job and their company. Search is usually cheaper per lead and easier to justify. LinkedIn reaches buyers who would never have found you, which matters when your category has little search volume, or when the person searching is not the person deciding.
What conversion data and budget do you need to optimise properly?
We need conversion tracking working before spend starts: the Insight Tag on your site, a recorded conversion event, and leads landing somewhere we can count. We also need sales to tell us each week which leads were worth calling. On budget, each audience needs enough spend for delivery to settle; too little, spread across too many campaigns, teaches nothing. We agree a workable minimum in the first conversation.
How long does the engagement take?
Setup finishes when the brief, audit, audiences, creative, form and tracking are all in place and a test lead has flowed through to its owner. Campaign work is continuous, because audiences fatigue and costs drift when an account is left alone. We do not put a date on results, since that depends on your offer, your market and how fast sales responds. We do commit to the sequence of steps.
What do you need from us?
Two hours from you and your sales lead for the audience workshop. Access to LinkedIn Campaign Manager, your website and your CRM or lead inbox. Your customer, prospect and suppression lists. Brand assets and product photographs. Approval on the offer and the creative. Then a short weekly view from sales on which leads were real. That last one matters most, because without it optimisation becomes guesswork.
How do you measure success?
By cost per qualified lead and what happens to those leads, not by clicks or impressions. We record a baseline before launch, then report spend, reach quality, response rate, qualified leads by audience, pipeline opened and conversion at each step. Results are reported monthly and judged over a quarter, because small audiences make any single month unreliable. If leads arrive but do not convert, we say so plainly.
What is excluded from the scope?
Your media budget, which you pay to LinkedIn directly from your own account. Organic posting, company page management and employee advocacy are separate work. Building a product, a webinar or a research report from scratch sits outside campaign scope, although we will tell you what is needed. Calling and following up leads remains your sales team's job, unless you engage us separately for outsourced sales support.
Our LinkedIn leads last time were poor quality. What changes?
Usually three things. The audience was too broad, so the platform found the cheapest people inside it. The offer asked for a form fill without giving a reason, so only the curious responded. And the form captured nothing that helps qualification. We tighten the audience, set exclusions, replace the offer with something a professional would genuinely want, and add fields that let sales judge a lead before calling.
4 more questions
Should we use lead gen forms or send people to our website?
Native forms fill faster because the details are already there, so they usually cost less per lead and produce more of them. A landing page asks more of the visitor and returns fewer leads with better context. We often run both and compare: forms where reach and volume matter, a page where the sales conversation needs the visitor to understand the offer first.
Can you target specific companies we want to sell to?
Yes. You give us a list of company names and we upload it as a matched audience, so advertising reaches people at those organisations filtered by function and seniority. We can also target by company size, industry, growth and location. Lists need reasonable size to match well, and very small lists work better supporting outreach and retargeting than as a standalone campaign.
Who owns the account and the leads?
You do. Campaigns are built in your own LinkedIn Campaign Manager under your own billing, and leads arrive in your CRM or inbox. If our engagement ends, the audiences, creative, campaign history and every lead stay with you, along with a handover note explaining how the account is structured. We do not run client campaigns from an account you cannot open yourself.
Do we need a large content library before we start?
No, but you need one thing worth responding to. A specification guide, a practical checklist, a webinar, a product demonstration or a well-argued point of view is enough to begin with. What does not work is a contact form as the only offer. If nothing suitable exists, we will say what is required and how small it can reasonably be.
Talk to us
A free audit of who your advertising is actually reaching.
You do not need a campaign plan or a content library to start the conversation. Tell us who you are trying to reach and what one customer is worth, and we will tell you honestly whether LinkedIn is the right channel for your business.
No obligation and no sales script
A reply from someone who does the work
Your details are never sold or shared
Get a free audit of how you sell, and a scored report of where the work is.
