64 • LinkedIn Ads Part 2: Using Clay, targeting tools & intent signals, with Jamie Skeels

In part two of the LinkedIn Ads mini-series, Ryan and Jamie dive into how to get your ads in front of the right people. They cover how to use your CRM data to define your ICP, the limitations of LinkedIn’s native targeting filters, and how to supercharge campaigns with intent signals and third-party data tools like Clay, Apollo, and Crunchbase. They also break down how to structure retargeting audiences for maximum impact — including segmenting by pages visited and recency. If you’re wasting ad spend on the wrong audience, this episode shows you how to fix it.

Takeaways:

• Don’t decide targeting in a vacuum — use customer and opportunity data from your CRM
• Break down data by firmographics: industry, company size, department, region, job title
• LinkedIn’s filters are good, but not perfect — industries in particular can be messy
• Build account lists with tools like Clay, Apollo, or Cognism for greater accuracy
• Enrich lists with intent signals: funding rounds, hiring patterns, leadership changes, M&A
• Upload these lists into LinkedIn for laser-focused campaigns with tailored messaging
• Retargeting is essential — don’t rely only on cold ads
• Segment retargeting audiences by page visited (pricing/demo) and recency (14, 30, 90 days)
• LinkedIn Insight Tag lets you retarget all website traffic, not just LinkedIn clicks
• Retargeting makes smaller SaaS brands appear bigger, more credible, and front-of-mind

Get free ✨ SaaS marketing strategies and campaign ideas in your inbox every Thursday

By Ryan James

Founder of Rocket SaaS