Like the other major social media platforms, paid advertising has become a large part of LinkedIn’s general business model. If you’re looking to dip your toes into the paid social media marketing waters, LinkedIn is the best place to start for B2Bs and can be very effective. But, in terms of lead generation, as PPC ads and other paid placements are often seen by users as less trustworthy an organic lead generation strategy is still a must, even if you have decided to try ‘pay for play’.