Immigration Marketer

We get immigration firms valid, high-quality leads on linkedin at a consistent ~$34 per lead. not clicks. not form spam. leads worth a consultation. here's the exact setup, targeting and ad angles we run for employment-based visa clients (eb-1a, o-1 and eb-2 niw). first, why linkedin your ideal clients list their degrees, seniority, employer and achievements right on their profile. linkedin is the only major ad platform that lets you target by exactly those things. on google, you outbid every other firm for the same keywords. on meta, immigration is on the list of social issue topics. so your ads can get pulled into the political ad category: identity verification, a "paid for by" disclaimer, and disapproval if you don't have one. on linkedin, you just pick the person. here are the steps. step 1: run two campaigns side by side 1. thought leadership, to build trust first promote the attorney's own posts (short videos + text posts): case outcomes, process explainers, myth-busting. everyone who engages gets added to a retargeting audience. that's a list of people who now know your name. that warm audience then sees message ads and single-image ads offering a consultation or eligibility review. why: a visa is a high-trust decision. people hire the attorney they already believe in. 2. direct response, to find what converts fast website visit or website conversion campaigns, sending traffic straight to a landing page (eligibility check or booking). single-image ads only: one claim, one proof point, one call to action. why: you learn in weeks, not months, which messages make people act. the two feed each other. whichever angles win, in either campaign, become the single-image ads that get the budget. step 2: target with linkedin's own filters 1. geography. your candidate pool sits in south asia and africa, in markets like india, pakistan, bangladesh and nigeria, where linkedin ad costs run far below us rates. same quality of person, fraction of the price. 2. stack the filters. a real example stack: - years of experience: 6 to 12+ - degrees: bachelor's through phd - fields of study: engineering, computer science, it, mathematics, physics - company industries: technology, biotech, pharma, engineering services, telecom - seniority: manager, director, vp the targeting qualifies people before they ever click. 3. audience size. keep each ad set between 30k and 80k people. big enough to deliver steadily, small enough to stay precise. linkedin will warn you to go bigger. ignore it. that warning serves delivery, not accuracy. 4. nothing automated. no lookalike audiences, no predictive audiences, no audience expansion. you defined the audience for a reason, so don't let linkedin widen it. step 3: lock the campaign settings these are non-negotiable for us: 1. linkedin audience network off. your ads show on linkedin only, not on random third-party apps and sites. 2. audience expansion off 3. maximum delivery off. that's linkedin's automated bidding, and it spends your budget fast. bid manually instead. start about 20% below the recommended bid and only raise it if your ads stop being shown. 4. ad rotation set to "rotate evenly." never "optimize for performance." that lets the algorithm pick a winner after a few days of thin data. you pick winners with full data. 5. five ads per campaign, so each angle gets an equal shot. the pattern: linkedin's automated features are built to spend your budget. manual control is built to lower your cost per client. step 4: launch the 5 angles 1. "you may already qualify" tell them the credentials already on their profile might meet the bar. curiosity does the rest. example: "your linkedin profile may already qualify you for a us green card." 2. "stop the wrong path" call out the hours they're wasting researching the wrong option, then point to the path built for their qualifications. example: "stop researching the wrong green card options. there are pathways built for your qualifications." 3. employer independence speak to the fear of their future depending on one company. position the self-petition route as taking back control. example: "stop waiting for your employer to decide your immigration future." 4. who + outcome − obstacle name the audience, name the result, remove the thing they believe blocks them. example: "we help stem professionals secure us green cards without employer sponsorship." 5. plain eligibility check no cleverness. one clear action with a low-commitment first step. example: "see if you already qualify." launch all five, rotated evenly. once each has real data, cut the losers and replace them with new versions of the winners. step 5: give every ad somewhere to go ad → landing page → form → booked consultation 1. never send paid traffic to your homepage. every ad clicks through to a dedicated landing page that continues the exact promise of the ad. if the ad says "see if you already qualify," the page has to deliver that, not a generic "about our firm." 2. the page does two jobs. more information (who qualifies, how the process works, what proof you have) and a form: name, email and a couple of qualifying questions so your team isn't chasing dead leads. 3. one page, one action. no navigation menu, no links to five other pages. the only thing to do is read and fill in the form. 4. non-fillers aren't wasted. anyone who visits but doesn't submit goes into a website retargeting audience and gets picked back up by the thought leadership and retargeting ads. step 6: watch these four numbers 1. dwell time: aim for 4 to 5+ seconds. that's how long your ad stays on someone's screen before they scroll past or click. linkedin counts it once at least half the ad is visible. the feed average is under 3 seconds, so clearing 4 to 5 means your creative is holding attention. 2. ctr: 0.5% is the floor. linkedin single-image ads average roughly 0.44% to 0.65% platform-wide. with angles this specific, and audiences in regions that click more, 0.8% to 1.3% is realistic. if leads are coming in at a lower ctr, don't panic. leads outrank clicks, and sometimes that's just the dynamic of the audience. 3. cost per valid lead before cpc. judge in this order: cost per valid lead, then cost per lead, then cost per click. a higher cpc is fine when the leads are real. optimizing for cheap clicks is how you fill a pipeline with noise. 4. reach and penetration. aim to reach roughly 6,000 to 8,000 people inside your audience, and keep pushing the penetration number up. the goal is to become a known name inside a defined pool, not to lightly graze a huge one. to wrap it up: 1. run thought leadership and direct response side by side 2. pick the person with linkedin's own filters, nothing automated 3. turn off every setting that spends your budget for you 4. launch five angles, rotate evenly, cut the losers 5. send every ad to a page that keeps the ad's promise 6. judge on cost per valid lead, not cheap clicks a visa is a high-trust decision. this whole setup is built around one idea: by the time your ad asks for a consultation, they should already know your name.