You already run solid outbound campaigns. Account-based targeting is on point, sequences are sharp, copy is refined. Conversion rates are decent. But you want more replies, more calls, and shorter sales cycles.

One key lever is often missing: brand advertising.

By running brand ads on LinkedIn and Facebook/Instagram before, during, and after your outbound campaigns, you can warm up leads, build trust faster, and dramatically improve conversion rates.

Key benefits

Brand advertising is about building a recognizable and trusted identity that clearly communicates:

When you hear names like Mailchimp, Slack, Notion, or Zapier, something clicks immediately. You know what they do. You trust them. You associate them with a specific tone and identity.

That trust did not appear by accident. It was built over time.

The difference today is speed.

Social advertising allows you to accelerate brand building dramatically. Instead of waiting years, you can create awareness and trust in weeks by repeatedly exposing the right audience to the right messages.

When done well, prospects feel like:

"I know them. I trust them. They feel legit."

And that changes everything in outbound.

Outbound has one core problem: leads are cold.

They usually:

This lack of trust leads to:

Brand advertising solves this by warming up leads at different stages of the outbound journey.

There are three key moments where brand advertising makes a difference:

Let’s break each one down.

Before outbound starts, the objective is simple:
Make your leads feel like they already know you.

When your email or LinkedIn message lands, you want them to think:
"That name sounds familiar. I’ve seen them somewhere."

Cold outbound forces you to build trust from zero. Brand ads allow you to cheat that process.

Your ads should:

This is pure top-of-the-funnel content.

Here’s a selection of examples at La Growth Machine - you’ll notice the theme and recognizable graphic design:

When done right, even small budgets can make your company look bigger, more established, and more trustworthy than it actually is.

If you ran brand ads before outbound, leads are already warmed up.

During outbound, brand advertising plays a different role:

It supports your outreach with continuous reassurance.

Outbound messages may spark interest, but many prospects need confirmation from outside the inbox.

Brand ads help by:

This creates the feeling that:
"You are everywhere. You must be legit."

Social proof is also extremely powerful. Seeing others succeed with your product removes hesitation and accelerates decisions.

Most outbound leads do not convert immediately.

That does not mean they are bad leads.

In many cases:

Brand advertising after outbound is about cheap, long-term presence.

Retargeting allows you to:

Outcomes usually fall into three categories:

Now that you have the core concepts, let’s implement them!

Brand advertising can run on many platforms. For B2B outbound, two stand out:

Before launching, make sure you have:

Just as you can build a list of target accounts on Sales Navigator, you can choose to pre-target advertising on that same audience via the LinkedIn Ads Platform.

Two approaches work, transpose your Sales Navigator Search into the LinkedIn Ads target, either by :

The first option is ideal for account-based outreach.
The second is less precise and may include people outside your outbound list.

During and after outbound relies on retargeting.

Retargeting is the idea of doing advertising on people who have already interacted with your brand, either because :

They’ve visited your website. To track them, you’ll need to set up the LinkedIn Conversion Tracker to allow LinkedIn to identify who visited your website and build an audience based on these:

You have their LinkedIn signup emails and are using email custom audiences to target them. This is better as this will allow you to retarget people even if they didn’t visit your website and can be automated by La Growth Machine.

This approach can be automated and scales extremely well, it will be explained below.

Facebook does not offer precise B2B job targeting like LinkedIn.

However, it is extremely effective for retargeting.

Two audience sources work best:

Email-based audiences are more reliable and allow you to retarget prospects regardless of website visits.

Retargeting becomes truly powerful when automated.

Social platforms require personal emails to match users. Work emails usually do not work.

Here is the advantage:

When you connect with someone on LinkedIn, most users share their personal email.

La Growth Machine automatically collects these emails for you.

This enables fully automated retargeting.

Step 1: Create a custom audience :

Now that you know that you can retarget people using personal email La Growth Machine will automatically collect once you connect with somebody on LinkedIn, let’s automate that process using La Growth Machine native integration Zapier.

First, in In Facebook Ads Manager:

Go to your Audience Manager and click “Create Audience”. There, select “Customer List”:

Next, import a sample of leads to initiate the Audience. If need one, you can use this CSV ready-made for you. Before uploading, make sure to select NO when asked to include a column for customer value, otherwise, Zapier won’t be able to connect.

Upload the test file we’ve provided, map for emails, and name the audience clearly, for example:

"La Growth Machine retargeting audience"

We’ve set up leads to push into and now use Zapier to automate pushing leads into this audience.

Step 2: Get your API key:

You first need to find your API Key to connect your LGM account to Zapier.

Step 3: Automate with Zapier :

Create your Zap by following the same steps :

You’re all set now. You have a Facebook Ads Audience, and can repeat the same process for LinkedIn Ads! Link this Audience to your Brand Advertising Assets and you’ll be set to succeed.