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Most B2B advertisers on LinkedIn have the same end goal: book more sales meetings. Whether we call them demos, sales calls, or free consultations—they’re the Holy Grail for driving pipeline.

But here’s the problem:

If you run demo-focused ads to cold audiences that don’t yet know, like, or trust you, you’ll get terrible conversion rates and sky-high costs per meeting.

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Why Cold Audiences Don’t Convert

Cold audiences aren’t ready to buy—they’re ready to learn. That means before you push for a sales call, you need to warm them up.

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The Evergreen Multi-Stage Framework

The solution is what we call an evergreen, multi-stage LinkedIn Ads strategy.

Here’s how it works:

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Stage 1: Always-On Campaigns for Cold Audiences

Launch a campaign that runs forever to your cold, targeted audiences. This is your “Stage 1” campaign.

• Keep it always-on.
  
• Rotate creatives over time to stay fresh.
  
  

Stage 2: Retargeting Based on Engagement

As soon as someone meaningfully interacts with your Stage 1 campaign, graduate them into Stage 2. This campaign speaks to warmer prospects—people who’ve already shown interest.

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Stage 3: The Final Push

When someone engages with Stage 2, they’re retargeted into Stage 3. By now, they’ve interacted with your brand multiple times, making them far more open to a demo call-to-action.

At this stage, you’ve built a warm audience that’s been nurtured through consistent touchpoints.

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Why This Works

This setup acts like a pipeline machine.

• It constantly generates warm audiences day and night.
  
• It reduces wasted spend on cold prospects.
  
• It creates a clear buyer journey that ends in stronger conversions.
  
  

The Crucial Exclusion Rule

One thing to watch out for: exclude your retargeting audiences from the stages that created them.

For example:

• Stage 1 should exclude anyone who’s already in Stage 2.
  
• Stage 2 should exclude anyone in Stage 3.
  
  

Otherwise, your audiences stay stuck at the top instead of graduating properly through the funnel.

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