Account-based marketing (ABM) ads don't follow traditional paid media rules - and that's a good thing. Instead of casting a wide net, ABM is all about precision: reaching the exact right people inside the exact right accounts. But that shift in targeting requires a shift in mindset when it comes to bidding and pricing.
Many marketers feel overwhelmed when setting up ABM campaigns, especially when they see sky-high CPCs or low delivery numbers. Ad platforms like LinkedIn, Meta and Google aren't necessarily built for narrow, high-intent ABM targeting, so understanding how to work with (or around) their bidding systems is crucial.
We'll walk you through how to set up smarter ABM bids, troubleshoot underperformance, and use Propensity's health checks to optimize your campaigns with confidence.
Why ABM Required a Different Bidding Mindset
ABM targets smaller, high-value audiences, often based on intent signals and buying stage. That means you're not optimizing for volume, you're optimizing for quality.
Because of this:
- CPMs and CPCs are typically higher, but you’re paying to reach more qualified individuals.
- Engagement matters more than impressions. You’re trying to drive pipeline, not vanity metrics.
- Every click is an opportunity to convert a real-decision maker.
Treating ABM bids like you would a general demand gen or retargeting campaign is a recipe for wasted budget.
Setting Up Your ABM Bid Strategy for Success
Structure smarter ABM bidding across cost types, audience size, and platform-specific norms to avoid painful budget overruns and underdelivering campaigns.
Choose Your Bid Type Intentionally
Not all bid types are created equal—and when you’re running ABM campaigns with narrow, high-value audiences, your bid strategy can make or break your budget.
Manual vs. Automated Bidding
Automated bidding (like LinkedIn’s “Maximize Delivery”) can quickly drain your budget if left unchecked. These algorithms prioritize spend and volume—not precision or ROI. In ABM, where every click matters, that’s a risk you can’t afford.
Manual bidding gives you more control over:
- Cost per results
- Delivery pacing
- Performance predictability
Use Manual Bidding If
- You’re targeting a smaller audience (<5k)
- Your CPCs are exceeding $50
- You’re retargeting or bottom-funnel
- You need more delivery control
When to Consider Automated Bidding
Automated bidding can still be useful for large top-of-funnel plays or content promotion, as long as cost caps are applied and performance is monitored closely.
Know Your Starting Bids
Most platforms won’t tell you what a good starting bid is—and every industry, audience, and campaign type varies.
General guidelines for ABM
- LinkedIn: $15-35 CPC for broad plays; $50+ for C-suite
- Meta: $1-3 CPC for broad plays; $5-10 for high-value audiences
- Programmatic: $15-25 CPM is typical; varies by intent data overlay
If your CPC is under $10 on LinkedIn, it’s likely not reaching your intended audience. And if your bids are too low to win auctions, you may see limited or no delivery.
Size Your Audience Strategically
Your audience size plays a major role in bid strategy performance.
- Too small? The platform won’t deliver.
- Too large? You dilute your targeting and burn through budget.
💡Pro Tips:
- Aim for 5,000-10,000 audience size minimums for platforms like LinkedIn and Meta.
- Avoid audience expansion when precision matters.
- Use Propensity to identify high-fit contacts within accounts before launching.
Plan to Optimize From the Start
Even a perfect setup needs ongoing monitoring. Most ABM campaigns require adjustments during the run.
- Monitor performance by funnel stage and adjust accordingly.
- Keep an eye on your budget pacing and frequency caps.
- Leverage Propensity’s health check to get real-time feedback on delivery, cost, and engagement.
Course-Correcting with Propensity: Bid Strategy Levers That Drive Performance
Propensity’s health checks provide in-platform recommendations to help you improve campaign outcomes quickly. Here are some of the most common:
ABM Bidding Recommendations
Change Cost Type to CPC
- Why: More control over cost-per-result
- What It Improves: Efficiency with small audiences
- When to Use: If CPMs are high and conversions are low
Increase Unit Cost
- Why: Your bid is too low to win delivery auctions
- What It Improves: Impressions and delivery
- When to Use: If the campaign isn’t delivering or is getting throttled
Remove Expanded Network
- Why: Avoid unqualified reach
- What It Improves: Targeting precision
- When to Use: If you only want to target contacts actively using LinkedIn—not the broader display network
Increase Audience Size
- Why: Prevent platform underdelivery
- What It Improves: Reach and pacing stability
- When to Use: If the learning phase is stuck or impressions are low
Note: Bid changes during a live campaign must be made directly in the ad platform (LinkedIn, Meta, etc).
Final Tips and Resources
ABM bidding isn’t about casting the widest net—it’s about getting in front of the people who matter most. Setting smart bid strategies upfront and knowing how to adjust based on real performance can make your break your campaign.
- ABM bid strategy is about precision, not scale. Pay more per click, but make every click count.
- Control your bidding early. Manual bidding gives you the power to scale thoughtfully.
- Use Propensity as your co-pilot. Our health checks surface real-time issues and help you make smarter decisions faster.
Want help optimizing your next campaign? Book a strategy session or explore how Propensity helps you launch smarter ABM campaigns from day one.