Key Takeaways
- •For ABM Pipeline: Use Thought Leader Ads (TLAs) for one-off campaigns or Sequenced LinkedIn Ads to build narrative over time and generate a Warm Account List.
- •TLAs deliver 10-20% engagement vs 2-5% for Sponsored Company Content. They're the only format that lets you target named accounts with executive content.
- •Sequencing is the unlock: Running TLAs in sequence (Episode 1 → Episode 7) builds narrative consistency and delivers 3x better cost-per-conversion ($200 vs $600).
- •Warm Account Lists: The goal isn't 'impressions.' It's identifying which accounts consumed your narrative and are ready for Sales.
The Quick Answer
If you have a named account list and want pipeline:
✓ Thought Leader Ads (TLAs) for one-off campaigns
✓ Sequenced LinkedIn Ads (TLAs run in narrative sequence) to build trust and generate a Warm Account List
Boosting is for brand awareness. Sponsored Company Content is for demand generation. But if you're running account-based marketing with a target list, Sequenced LinkedIn Ads are the only format that lets you:
- Target named accounts with executive content
- Control the narrative order (Episode 1 → Episode 2 → Episode 3...)
- Track which accounts consumed the sequence
- Hand Sales a Warm Account List with context
Complete Format Comparison
| Feature | Boosting | Sponsored | TLAs | Sequenced |
|---|---|---|---|---|
| Targeting | Broad (demographics) | Medium (accounts + titles) | Named accounts | Named accounts |
| Content Source | Existing posts | Net-new creative | Existing posts | Existing posts |
| Sequencing | No | No | Manual only | Yes (Automated) |
| Engagement | 1-2% | 2-5% | 10-20% | 10-20%+ |
| Narrative Control | None | None | None | Full (Ep 1-7) |
| Best For | Brand awareness | Demand gen | ABM campaigns | ABM pipeline |
| Outcome | Impressions | Leads | Engagement | Warm Account List |
| Cost/Conversion | Unknown | $400-600 | $200-600 | $200 (3x efficiency) |
Key insight:
Sequenced LinkedIn Ads deliver the same 10-20% engagement as one-off TLAs, but with compounding trust and narrative context. By Episode 7, prospects aren't hearing a pitch—they've been on a journey.
The Decision Framework
Question 1: Do you have a named account list?
YES → Use TLAs or Sequenced LinkedIn Ads
If you have 300+ named accounts (from CRM, ABM platform, or manual list), use Thought Leader Ads for precision targeting.
NO → Use Boosting or Sponsored Company Content
If you're targeting broad audiences or don't have a specific account list, stick with traditional formats.
Question 2: Do you need to sequence content?
YES → Use Sequenced LinkedIn Ads
If you want to guide buyers through a narrative journey (Problem → Mechanism → Proof → Solution), use Sequenced LinkedIn Ads to ensure they consume your story in order.
Learn about narrative sequencing →NO → Use one-off TLAs
If you have standalone campaigns or promotional content, one-off TLAs work great.
Learn about TLAs →Question 3: What's your goal?
Pipeline / Warm Accounts → Sequenced LinkedIn Ads
Named account targeting with high engagement. Track which accounts consumed the sequence. Sales calls warm accounts with context.
Demand Gen / Leads → Sponsored Company Content
Broader targeting with call-to-action. Good for capturing inbound interest.
Brand Awareness → Boosting
Maximum reach at lowest cost. Good for thought leadership content.
Why Sequencing Matters
Most B2B ad campaigns fail because of Narrative Chaos: Your target accounts see your content out of order.
The Problem:
- • Monday: They see your "Solution" ad (Episode 7)
- • Wednesday: They see your "Problem" ad (Episode 1)
- • Friday: They see your "Case Study" ad (Episode 5)
Result? Confusion. No context. No trust.
Sequenced LinkedIn Ads solve this by:
Frequency Squeeze (Phase 1)
30 impressions/7 days to ensure 70% of your target audience sees Episode 1 before moving to Episode 2.
Progression Logic
Only advance to the next episode when 70% audience penetration is achieved for the current episode.
Maintenance Mode (Phase 2)
3 impressions/7 days to keep share-of-mind while budget shifts to the next Episode.
This ensures your accounts consume your story in the right order, building trust progressively. Learn more about the sequencing methodology →
Use Cases by Goal
Scenario 1: Enterprise SaaS (ABM Motion)
Goal: Generate pipeline from 300 target accounts (Fortune 500 companies)
Recommended: Sequenced LinkedIn Ads
- ✓ Target VPs/Directors at named accounts
- ✓ Deliver 7-episode narrative (Problem → Solution)
- ✓ Track which accounts consumed full sequence
- ✓ Sales calls warm accounts with specific talking points
- ✓ Expected: $200-600/conversion, 10-20% engagement
Scenario 2: SMB SaaS (Demand Gen)
Goal: Drive free trial signups from SMB market
Recommended: Sponsored Company Content
- ✓ Target by company size + job title
- ✓ Direct CTA to trial page
- ✓ A/B test creative variations
- ✓ Expected: $400-600/conversion, 2-5% engagement
Scenario 3: Consulting Firm (Thought Leadership)
Goal: Build brand awareness and inbound interest
Recommended: Boosting + One-off TLAs
- ✓ Boost partner insights for broad reach
- ✓ Use TLAs for key accounts + prospects
- ✓ Mix of awareness + targeted nurture
- ✓ Expected: High reach, moderate conversions
Cost vs Effectiveness Analysis
Real Numbers from Mutiny:
Cold Audience (One-Off TLAs)
$600
per conversion
Goal: Awareness building
Warm Audience (Sequenced LinkedIn Ads)
$200
per conversion
Goal: Demos & tours
Sequenced LinkedIn Ads = 3x better cost efficiency through narrative sequencing. Learn how to measure this.
Final Recommendations
If you're running ABM:
Start with one Sequenced Campaign targeting your top 100 accounts. Pick your best-performing exec. Map 7 posts (Problem → Mechanism → Proof → Solution). Run it manually to see the results.
Then, when you're ready to scale across multiple execs and 500+ accounts, that's when Ampy makes sense—we automate the entire workflow.
If you're running demand gen:
Use Sponsored Company Content for direct-response campaigns. Test variations. Optimize for conversions. Keep it simple.
If you're focused on awareness:
Boosting is your friend. Maximum reach. Minimal setup. Great for thought leadership content that doesn't need precise targeting.
The Outcome: Your Warm Account List
The real value of Sequenced LinkedIn Ads isn't just engagement—it's the Warm Account List you hand to Sales every week.
This list includes:
- Which accounts consumed the full sequence (70%+ penetration across Episodes 1-3)
- Which specific episodes resonated most (based on engagement)
- Suggested talking points based on what they saw
Result: Sales doesn't call blind. They call warm, with context.
Ready to Scale Sequenced Campaigns?
Ampy automates the entire sequencing workflow—from post detection to TLA setup to account-level tracking. No manual work required.
Book a 30-minute callSee how Sequenced LinkedIn Ads work for your specific use case.
About the Author
Karl Newlin is the Founder & CEO of Ampy. With 12+ years in B2B Demand Gen, he pioneered the "Story Arc" methodology for LinkedIn ABM.
He helps B2B revenue teams turn executive thought leadership into targeted pipeline using Account-Based Influence.