LinkedIn advertising: A comprehensive guide


Are you seeking to broaden your marketing horizons and harness the vast opportunities LinkedIn has to offer? You’re in the right place!

This comprehensive guide dives deep into LinkedIn advertising, offering expert insights and strategies to refine your campaigns and unlock exceptional results on this professional networking platform. 

Why LinkedIn?

LinkedIn advertising connects brands with a niche audience of professionals and decision-makers in a business-focused environment. Unlike other social platforms, LinkedIn’s user base is predominantly professionals who engage with business content, making it perfect for B2B marketing. 

Here’s why LinkedIn advertising could benefit your business:

Highly targeted audience

  • LinkedIn allows advertisers to target their ads based on various criteria, including job title, industry, company size, seniority, skills and more. 
  • This level of targeting ensures that your ads are seen by the most relevant audience for your business, increasing the likelihood of engagement and conversions.

Professional environment

  • LinkedIn users have a business mindset when they engage with the platform, which makes them more receptive to professional content and advertisements. 
  • Whether you’re promoting B2B products and services, recruiting talent or establishing thought leadership in your industry, LinkedIn provides a conducive environment for business-related interactions.

Brand authority and thought leadership

  • LinkedIn is not just a platform for advertising; it’s also a space to showcase your expertise, share industry insights and engage in meaningful discussions. 
  • By consistently sharing valuable content and participating in relevant conversations, you can position yourself as an industry leader and build trust and credibility with your target audience.

Lead generation opportunities

  • LinkedIn offers several ad formats specifically designed for lead generation, such as Sponsored InMail and Lead Gen Forms. 
  • These ad formats enable you to capture leads directly within the LinkedIn platform, streamlining the lead gen process and expanding your customer base.

Enough budget

  • LinkedIn Advertising operates on a bidding system similar to other platforms. Advertisers set budgets and bid for placements based on targeting, ad format and competition. Costs vary based on factors like audience size and targeting specificity. 
  • While LinkedIn may have higher costs than some platforms (the recommended minimum is $30 per day), its quality leads and precise targeting can justify the investment. 
  • You can manage costs by setting budgets, monitoring performance and optimizing ads.

Understanding LinkedIn advertising

Unlike other marketing platforms, LinkedIn specifically focuses on business, which means it’s the perfect platform for marketing B2B products and services and reaching out to like-minded business professionals.

One rather large differentiator of LinkedIn is the detailed information users provide about themselves. This helps marketers target their ads very precisely. 

For example, you can aim your ads at people in specific industries, with certain job titles, working in companies of particular sizes or at different levels of seniority. This level of detail ensures that your ads are seen by the right people, making your marketing efforts more effective.

Getting started: Advertising on LinkedIn

Create a LinkedIn company page and ad account 

  • Establish a professional presence for your business on LinkedIn by creating a Company Page that showcases your brand, products and services. From here, you can create an ad account that links to your company page.
  • It helps your audience gain trust by building up your LinkedIn presence organically 3-6 months before advertising.

Define your objectives 

  • Clarify your advertising goals, whether it’s driving leads, increasing brand awareness or boosting website traffic. 
  • Align your objectives with your overall marketing strategy to ensure cohesion and effectiveness.

Audience targeting

  • Leverage LinkedIn’s robust targeting options to hone in on your buyer persona’s based on factors such as job title, industry, company size, seniority and more. 
  • Refine your targeting criteria to reach the most relevant prospects for your business.
  • When setting up your audience targeting, LinkedIn will tell you your audience size below 50,000 is too targeted. If you are running a highly specific campaign, ignore this warning

Dig deeper: A guide to LinkedIn content marketing

Choosing the right ad format

LinkedIn offers a variety of ad types, each tailored to different marketing objectives and audience engagement strategies. Let’s explore these ad types along with examples of industries or marketing campaigns that would benefit from each:

Sponsored content appears directly in the LinkedIn feed, blending seamlessly with organic content. It can include text, images, videos and carousel ads.

  • Example: A software-as-a-service (SaaS) company offering project management tools could use sponsored content to showcase a new feature release to project managers and executives in the technology industry.

Sponsored InMail lets you send personalized messages directly to your target audience’s LinkedIn inbox. Messages can include text, links and call-to-action buttons.

  • Example: A financial advisory firm could use sponsored InMail to reach out to mid-level executives in the banking sector, offering a personalized consultation on retirement planning and investment strategies.

Text ads

Text ads are displayed on the side or top of LinkedIn pages and contain a headline, description and optional image. They are a cost-effective option for increasing visibility and driving traffic to your website.

  • Example: A marketing agency specializing in social media management could use text ads to promote a free webinar on digital marketing strategies to small business owners and entrepreneurs.

Carousel ads allow you to showcase multiple images or videos in a single ad unit, each with its own headline, description and link. They are perfect for highlighting various solutions, services or case studies relevant to B2B audiences.

  • Example: A software development company could use carousel ads to showcase various enterprise solutions, such as project management software, CRM systems and cybersecurity solutions. 
  • Each slide highlights a product’s features, benefits and success stories, targeting business professionals and IT decision-makers seeking innovative solutions. 
  • This approach showcases the company’s diverse offerings to cater to B2B audiences’ specific needs and interests.

Video ads

Video ads autoplay in the LinkedIn feed and can be up to 30 minutes long. They are highly engaging and effective for storytelling and brand awareness campaigns.

  • Example: A nonprofit organization focused on environmental conservation could use video ads to raise awareness about their mission and encourage viewers to support their cause by donating or volunteering.

Lead gen forms

Lead gen forms streamline the lead generation process by allowing users to submit their contact information directly within the ad without leaving LinkedIn. This is ideal for capturing leads and expanding your email list.

  • Example: A business consultancy offering free industry reports could use lead gen forms to collect contact information from professionals interested in staying updated on industry trends and insights.

By leveraging the appropriate LinkedIn ad types based on your marketing goals and target audience, you can effectively engage with professionals, generate leads and drive business growth in your industry.

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Top tips for LinkedIn advertising success

1. Use campaign hierarchy and ad sets

When setting up your LinkedIn advertising campaigns, it’s essential to organize your ads effectively using campaign hierarchy and ad sets. This approach lets you structure your campaigns strategically, optimize targeting and maximize efficiency. 

Campaign hierarchy

Start by organizing your campaigns into logical categories or objectives. Each campaign should represent a specific goal or outcome you want to achieve, such as lead generation, brand awareness or website traffic.

For example, you might create separate campaigns to promote different product lines, target different audience segments or test different ad formats.

Ad sets

Create multiple ad sets within each campaign to further refine your targeting and messaging. Ad sets allow you to group together ads that share similar characteristics, such as audience demographics, interests or geographic location.

For instance, if you’re running a lead generation campaign targeting healthcare professionals, you could create separate ad sets for doctors, nurses and healthcare administrators, each with tailored messaging and targeting criteria.

2. Maintain clarity and focus in your advertising strategy 

Efficiently manage and optimize multiple campaigns simultaneously. Test different audience segments and messaging variations to identify what resonates best with your target audience.

Effectively allocate budget and resources based on campaign performance and objectives. Ultimately, this approach allows you to make the most of your LinkedIn advertising efforts, ensuring that your messages reach the right audience at the right time, leading to improved engagement and conversions.

3. Craft compelling content 

Create content that resonates with your target audience and compels them to take action. Whether it’s a captivating headline, a visually stunning image or a compelling call-to-action, focus on delivering value and engaging your audience.

Example: A software-as-a-service (SaaS) company creates a sponsored content post highlighting the benefits of its project management tool for remote teams. 

The post features a captivating headline, an eye-catching image of a remote team collaborating seamlessly and a compelling call to action (CTA) prompting users to learn more about the tool’s features. 

By delivering value and addressing pain points commonly experienced by remote teams, the content resonates with the target audience of project managers and team leaders, compelling them to click through and explore the solution further.

Bad ad copy

  • “Try our project management tool! Sign up now!”

Good ad copy

  • “Unlock Seamless Collaboration for Your Remote Team! Discover how our project management tool streamlines workflows, boosts productivity and keeps your team connected, even from afar. Click to explore our features and empower your team today!”

4. Test and optimize 

Continuously experiment with different ad formats, messaging variations and targeting options to optimize your campaigns for maximum effectiveness. 

Monitor key metrics such as click-through rates, conversion rates and return on investment (ROI) to identify areas for improvement and refinement.

Example: A marketing agency tests messaging variations in a text ad campaign for a client. They create multiple ad sets with different headlines, descriptions and CTAs. 

By tracking metrics like click-through and conversion rates, they pinpoint resonating variations. Using this data, they optimize ad creative and targeting, reallocating the budget to the most effective ads to drive ROI.

5. Leverage LinkedIn Analytics 

Harness the power of LinkedIn’s analytics tools to track the performance of your ads and gain actionable insights into audience engagement, demographics and behavior. 

Use data-driven insights to refine your targeting strategy, optimize your ad creative and maximize your advertising ROI.

Example: A financial advisory firm running sponsored InMail campaigns for retirement planning services tracks campaign performance using LinkedIn Analytics.

Analyzing metrics like open, click-through and conversion rates reveals that InMails to mid-level finance and banking executives yield the highest response rates. With this insight, they adjust targeting to focus on this segment, boosting advertising ROI.

Dig deeper: LinkedIn content analytics: What it is and how to use it

6. Be consistent

Ensure consistency across your LinkedIn ads, content and brand messaging to build trust and reinforce your brand identity. Establish a cohesive brand voice and visual identity that resonates with your target audience and sets you apart from competitors.

Example: A consulting firm ensures brand consistency across its LinkedIn ads, content and messaging to reinforce its identity and build trust. 

They use consistent elements like logo, colors and messaging in all campaigns and content. They also share thought leadership articles aligned with their expertise. 

This cohesive approach sets them apart, establishing credibility as industry leaders.

Dig deeper: 7 LinkedIn advertising pitfalls: Where your B2B ads setup might stumble

The future of LinkedIn: Beyond job hunting

As LinkedIn continues to evolve and expand its features, it is positioning itself as more than just a platform for job seekers and recruiters. It is becoming a dynamic social media hub for professionals to connect, share insights and engage with content.

  • Content sharing: With features like LinkedIn stories, native video and long-form articles, users can diversify their content beyond job postings. Businesses leverage these tools to showcase expertise and humanize their brand.
  • Community building: LinkedIn Groups facilitate connections and discussions among professionals. Engaging in relevant groups helps businesses establish thought leadership and expand their reach.
  • Advertising innovation: LinkedIn continues to innovate its advertising platform with advanced targeting, analytics and ad formats. Marketers staying updated can maximise their advertising effectiveness.

LinkedIn Advertising provides exceptional opportunities for marketers to reach targeted professionals and decision-makers. By implementing the strategies above and staying abreast of LinkedIn’s changes, you can unlock its full potential for business growth. 

Image credit: All images taken from LinkedIn Marketing Solutions

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.