How to Use LinkedIn Ads to Build Authority

The way I do LinkedIn ads is very much from a demand gen perspective as well, not not lead gen. It's about understanding your buyer's journey and then having ungated content in front of your entire market. So with a strategy that I generally do on LinkedIn, I would push ungated demand gen type of strategy. Just understand what are the questions, for example, your buyers are asking, create content around that and give it to them.