When Ads Aren’t the Problem—But Timing Is
Plenty of marketing teams run LinkedIn campaigns that technically look fine. The creative is polished. The targeting is specific. The budget isn’t stingy. But then the results come in—and they’re underwhelming. Low click-through rates. Form fills that go nowhere. Sales teams are following up with leads who don’t even remember the brand.
Often, this disconnect isn’t due to bad ads. It’s the result of bad sequencing.
If you’re pushing product demos to cold audiences or sending case studies to people who haven’t even heard of you, you’re not nurturing—you’re skipping steps. And in B2B, where trust and education take time, that mistake can tank your ROI fast.
Understanding the B2B Buying Journey (Hint: It’s Not Linear)
It’s tempting to think of the funnel as a neat three-stage process—awareness, consideration, conversion. But real buyers don’t follow neat paths. They jump between tabs, talk to colleagues, ignore your emails, come back weeks later, and Google your competitors along the way.
The job of a well-sequenced LinkedIn strategy isn’t to force them down a linear path. It’s to meet them with the right message based on where they are right now—not where you wish they were.
That means thinking in sequences, not campaigns. What happens after someone sees your brand for the first time? What do they need to feel comfortable shortlisting you? What should your ads say once they’ve watched a product video but haven’t reached out?
Without that kind of structure, your funnel leaks. And no amount of budget can plug the hole.
What Mis-Sequenced Campaigns Look Like
Let’s break down a few signs your campaign sequence is off:
- Awareness ads are followed immediately by hard CTAs like “Book a Demo” or “Talk to Sales.” That’s a jump, not a bridge.
- Leads are retargeted with the same creative they already clicked on. No progression. No new value.
- TOFU content is pushed to engaged audiences, rather than offering something more tailored or in-depth.
- Sales is following up cold, because your lead gen ads didn’t do enough education.
This isn’t just inefficient—it’s frustrating for the audience. You’re asking for a commitment without earning it.
How to Build a Proper Sequence (Without Overcomplicating It)
Sequencing doesn’t have to mean dozens of campaigns and hours in spreadsheets. A smart sequence is about progression. Here’s a simple framework to build from:
1. Awareness (Introduce and Educate)
Audience: Cold prospects
Tactics: Thought leadership videos, opinion-based carousels, industry trends
Goal: Get attention and establish relevance
2. Engagement (Context and Value)
Audience: People who watched videos, clicked ads, or visited key pages
Tactics: Product explainers, ROI calculators, use case visuals
Goal: Position your solution as credible and worth exploring
3. Consideration (Proof and Trust)
Audience: High-engagement visitors or hand-raisers
Tactics: Case studies, testimonials, retargeting ads with specific CTAs
Goal: Encourage action, like demo bookings or trial sign-ups
4. Post-Lead Nurture (Support Sales Conversations)
Audience: MQLs and SQLs in your CRM
Tactics: Thoughtful retargeting to reinforce sales messaging
Goal: Move leads faster down the pipeline by building confidence
A good ad agency will often start by mapping out this journey before launching anything. Why? Because creative, budget, and copy only matter if they’re matched to where the audience is mentally.
Retargeting Isn’t Sequencing—It’s Just a Tactic
This is a common trap: marketers believe they have a sequence in place just because they’re running retargeting ads. But if you’re just showing people the same asset again—or jumping straight to a demo form—it’s not sequencing. It’s repetition.
Real sequencing uses behavior to change the message. Someone who engaged with a brand story should next see a “how it works” video. Someone who visited your pricing page but didn’t convert might benefit from a case study that speaks to ROI.
It’s this layered, responsive approach that builds momentum.
When to Ask for the Sale (And When Not To)
One of the hardest parts of sequencing is knowing when to go for the conversion. Push too soon, and you’ll burn good leads. Wait too long, and someone else will swoop in.
The key is signals. Someone who’s visited your product page three times in a week is probably ready for a CTA. Someone who just liked a post? Maybe not.
This is where syncing with CRM data, web analytics, and LinkedIn’s engagement metrics can be game-changing. It also highlights the value of working with an ad agency that understands how to translate buyer signals into smart campaign logic.
Final Thought: Sequencing Is Strategy in Action
Great ads can’t fix a broken journey. If your campaigns aren’t sequenced properly, you’re leaving deals on the table—no matter how much budget you pour in.
Sequencing isn’t just about showing ads in order. It’s about respecting how people make decisions and guiding them with the right message at the right time. It’s the difference between yelling “buy now” and saying, “Hey, we get what you’re trying to solve—here’s how we help.”
Get your sequence right, and everything else starts to perform better. Lower CPLs. Shorter sales cycles. Better lead quality. And fewer awkward sales calls with people who have no idea why you’re contacting them.