Sync Reo.Dev Segments to HubSpot & Run LinkedIn Ads

Play: Sync High-Intent Reo.Dev Segments to HubSpot & Build LinkedIn Ad Audiences

Leverage Reo.Dev’s engagement signals to create dynamic account segments based on key activities. Sync these segments with HubSpot to build an Active List, which can then be used to create highly targeted LinkedIn ad audiences. This play ensures your LinkedIn campaigns focus on accounts with real buying intent, increasing conversion rates and maximizing ROI.

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Step 1: Sync Segment to HubSpot

• In Reo.Dev → Segments, locate the newly created segment.
• Click on the HubSpot icon next to the segment name and select 'Send to Hubspot'.

• Confirm the sync in the popup window.
• Wait 15-30 seconds for confirmation.
• The HubSpot icon turns green once synced successfully.

🔹 Note: Large segments may take 15 minutes to 24 hours to sync in HubSpot.

Step 2: Create a HubSpot Active List

• Navigate to HubSpot → CRM → Lists.

• Click Create List.

• Choose Company-based list.
• List Name & Type: Give a descriptive list name and select 'Active List' as the type of list you are creating. Then click on Next.

• Click Add Filter → and click on 'Company Properties' under Object Information.

• Search “REO: Segment Name” and select it.

• Search for the Segment Name you synced from Reo.Dev and select it from the dropdown.

• Once you've reviewed the list preview filtered by REO: Segment Name and confirmed its accuracy, proceed to save the list.

🔹 Tip: Ensure the estimated audience size is large enough for LinkedIn audience matching.

Step 3: Create a LinkedIn Audience in HubSpot using the Active List

• Go to HubSpot → Marketing → Ads.

• Click on Create → Audience.

• Choose Company List as the audience type.

• Search and select the HubSpot Active List you just created.
• Select the LinkedIn Ad Account from which you wish to run ads.
• Assign a Descriptive Audience Name for your reference.
• Click Create Audience.

🔹 Note: If the audience size is too small, LinkedIn may not allow ads to run. Modify your segment criteria in Reo.Dev accordingly to capture a decent pool of accounts.

Step 4: Use the Audience in LinkedIn Ads

Now that we’ve synced our Reo.Dev segment → HubSpot Active List → LinkedIn Audience, it’s time to put it to work inside LinkedIn Ads Campaign Manager.

4.1: Finding Your Synced Audience in LinkedIn Ads

• Log into LinkedIn Ads Campaign Manager.
• Navigate to "Plan" → Click on "Audiences".

• Here, you’ll see all available audiences inside LinkedIn.‍
• Search for the audience name you created in HubSpot. It should match exactly with what you set up in HubSpot.
• Check the Source Column—it should be labeled as Third-party: HubSpot to confirm the sync.

4.2: Audience Processing Status:

• If you check immediately after creating it, the status will likely be “Building” as LinkedIn processes the data.
• Depending on the audience size, processing can take anywhere from a few minutes to 48 hours.
• Once processed, LinkedIn will display the match rate (%)—a higher match rate ensures better ad performance.

4.3: What If the Audience Size Is Too Small?

If your audience status is marked as “Too Small”, LinkedIn won’t allow you to run ads with it. Here’s what you can do:

• Expand your segment criteria in Reo.Dev—capture a broader set of accounts by increasing activity thresholds or date ranges.‍
• Wait for the next sync cycle—Reo.Dev syncs segments to HubSpot daily, and HubSpot updates LinkedIn audiences automatically.‍
• Manually create a new, broader segment—if waiting isn’t an option, create a new segment in Reo.Dev with refined filters and sync it to HubSpot to start fresh.

🔹 Important: To run LinkedIn ads, your custom audience must contain at least 300 matched accounts—this is the minimum threshold. However, for optimal performance, LinkedIn recommends larger audiences.

4.4: Best Practices to Refine Your Custom Audience Further in LinkedIn Ads Manager

Once your custom audience is ready, apply these best practices to reduce wasteful ad spend and maximize conversions:

1️⃣ Refine by Location

• Inside LinkedIn Campaign Manager, specify the countries, states, or regions where your target audience is based.
• This prevents ads from being shown in irrelevant geographies, keeping the focus on high-value markets.

2️⃣ Narrow by Job Titles & Seniorities

• Under “Who is your target audience?”, define the exact job titles, seniorities, or functions relevant to your ICP.
• Example: If targeting engineering leaders, include CTOs, VP Engineering, Head of AI, etc.
• This prevents ads from showing to unrelated roles.

3️⃣ Disable "Audience Expansion"

• Uncheck the Audience Expansion box in LinkedIn Ads Manager.
• Why? This prevents LinkedIn from overspending on irrelevant leads or showing ads to accounts outside of your target list.

4️⃣ Use the Exclusion Feature for Precision

• Under Audience → Exclude by Attributes, refine targeting by removing:
  • Irrelevant job functions (e.g., HR, Admin, Finance if they aren’t your buyers).
  • Competitors or non-target companies (Upload an exclusion list CSV or use a HubSpot Active List for exclusion).
• This helps reduce ad waste and ensures only the most relevant accounts see your ads.

5️⃣ Check LinkedIn's Forecasted Audience Insights

• Once your targeting is set, check the right-hand panel in LinkedIn Ads Manager.
• This shows:
  • Estimated audience size
  • Breakdowns by industry, company size, job function, years of experience
• Use this as a final check to confirm your audience matches your ICP.

4.5: LinkedIn Audience Statuses & What They Mean

When working with LinkedIn Audiences, you’ll see different status labels. Here’s what each means:

📌 Pro Tip: If your audience is too small, follow the steps mentioned above to increase its size in Reo.Dev and let it sync automatically.

4.6: Final Step: Launching LinkedIn Ads with Your Custom Audience

Now that your custom audience is ready, it’s time to set up your LinkedIn Ads campaign. Choose a campaign objective (Website Visits, Lead Generation, or Engagement), select your custom audience from HubSpot, and refine targeting with job titles, seniority, and location filters to ensure precision. Set your budget, bidding strategy, and ad placements, then design compelling creatives—Carousel Ads, Single Image Ads, or Video Ads—that align with your campaign goals.

Before launching, enable conversion tracking with LinkedIn’s Insight Tag to measure performance and optimize for engagement. Finally, review LinkedIn’s forecasted audience insights, verify your targeting aligns with your ICP, and hit Launch Campaign to go live.

🔗 HubSpot Guide: Target LinkedIn Ads Using HubSpot Audiences

With this, your LinkedIn ABM strategy is fully set up, ensuring your ads are reaching the right accounts at the right time. 🚀