The Ultimate Guide to Running a Successful LinkedIn Ad Campaign

Are you looking to get the most out of LinkedIn for your business? In today’s crowded digital marketing space, having a LinkedIn page is not enough.

If you want real results, you need to know how to set up and manage a LinkedIn Ad campaign successfully. This guide covers the full process, from why LinkedIn is a key platform for advertising to ways you can make your campaign more effective.

LinkedIn brings together over 930 million professionals, with 65 million who have a say in their organizations’ purchases. This means you have a real chance to reach people who are able to make big buying decisions. In fact, 4 out of 5 of its users have decision-making power, which makes LinkedIn especially valuable for B2B sales.

That’s also why 58% of marketers see LinkedIn as the most effective platform for Return on Ad Spend (ROAS). If you want more creative ideas, have a look at some of the best influencer marketing campaigns for inspiration on how to connect with your audience.

Why Should You Advertise on LinkedIn?

LinkedIn is different from other social platforms because it is built for professionals. Most LinkedIn users use the site for job-related reasons, including learning, networking, and industry updates. This focus makes LinkedIn a great spot for businesses, especially if you sell to other companies.

When you run ads here, you’re not just reaching a big crowd-you’re speaking to a group that is actually interested in professional products and services.

LinkedIn Ad Audience and Targeting Strengths

What sets LinkedIn advertising apart is how precise you can be with your targeting. With over 930 million users, LinkedIn has the biggest professional user base.

Here, you can target people based on their job, industry, company size, skills, and more-options you don’t have on other sites. For example, you can show ads only to CEOs at tech startups or HR managers at enterprises.

Since 80% of LinkedIn users can approve purchases, you’re more likely to reach the right decision-makers. Plus, LinkedIn’s advertising reach keeps growing-by over 11% each year-showing that it’s still a key platform for business advertisers.

LinkedIn Ads vs Other Social Platforms

While Google, YouTube, and Facebook have a bigger user base, LinkedIn is special for B2B marketing. Google Ads are getting more expensive and less effective for conversions, but LinkedIn offers leads at a cost-per-lead (CPL) that’s 28% lower than Google.

LinkedIn also boosts web search intent by 33% and helps 82% of B2B marketers succeed more than other social channels do. Even if LinkedIn’s cost per click (CPC) is a bit higher than Facebook’s, LinkedIn ads usually get more impressions and reach more focused audiences.

Depending on the type, LinkedIn ads can get Click-Through Rates (CTR) from 30% to as high as 65% for some formats, proving their targeting is effective.

LinkedIn Benefits for B2B Leads and Brand Growth

For businesses aiming at professionals, LinkedIn can be a goldmine. People on LinkedIn are often looking for work opportunities or business partners, so they are open to seeing ads.

LinkedIn’s tools help you track leads and conversions, so you can keep improving your advertising. By running campaigns consistently, you’re also adding to your brand’s credibility and authority.

Being active on LinkedIn shows you are serious about your field and helps you build relationships. Over time, you can use LinkedIn ads to get both quick leads and build up your company’s image.

Popular LinkedIn Ad Types

LinkedIn has several ad formats, each designed over years to meet different goals and reach people how they prefer.

Picking the right format can help you make the most of your campaign. You can reach users with ads in their feeds, in their inboxes, or as sponsored messages-they choose when and how to engage.

Sponsored Content & In-Feed Ads

Sponsored Content shows up in the main LinkedIn feed, just like the posts people already see, but with a “Promoted” tag. These ads can be images, videos, or carousels. They’re good for brand awareness, getting more web visitors, sharing resources, or promoting events.

There are nine sponsored ad types, giving you plenty of ways to try different messages and see what your audience likes.

Sponsored Messaging and Message Ads

Sponsored Messaging lets you send messages right to someone’s LinkedIn inbox, like a direct email. You can use Message Ads (one message and a clear call-to-action button, like “Learn More”) or Conversation Ads (several options and paths depending on how the user responds).

These formats make your message feel personal and can work well with lead generation forms. On average, combining sponsored messaging with in-feed ads can make users 70% more likely to click, showing that direct engagement is powerful for leads.

Text Ads and Dynamic Ads

Text Ads are small, simple ads that show up on the right side of LinkedIn’s desktop version. They have a short headline, a brief message, and sometimes a small picture. They don’t stand out as much as in-feed ads but work well and can be cheaper for targeting certain users.

Dynamic Ads use a member’s profile info (like their photo and job title) to make the message more personal. There are two main kinds: Spotlight Ads (which send users to your website or a landing page) and Follower Ads (which encourage users to follow your LinkedIn Page).

After December 7, 2023, LinkedIn no longer supports programmatic display ads on desktop, but text and dynamic ads remain useful.

Lead Gen Forms

LinkedIn’s Lead Gen Forms help you collect valuable leads with less effort. Users see your ad and, if interested, can submit a form that is automatically filled with their LinkedIn info. They don’t need to leave LinkedIn or type anything.

Lead Gen Forms work with feed ads or messages, and you can add extra questions to learn more about your prospects. After someone fills out the form, their data goes directly to you. These forms are ideal for B2B companies, webinars, or content downloads-they raise both the number and quality of leads.

Setting Campaign Goals and Budgets

Before you start making ads or picking your audience, it’s smart to know exactly what you want to achieve and how much you’re willing to spend.

LinkedIn organizes campaigns around your main goal (like awareness, getting people to visit your website, or collecting leads), which shapes your choices and how you measure success.

Choosing Campaign Objectives

LinkedIn groups campaign goals into three simple buckets: Awareness, Consideration, and Conversion. Awareness campaigns aim to get your brand noticed. Consideration goals include things like getting people to your website, boosting their engagement with your posts, or getting them to watch your videos.

Conversion objectives focus on getting leads, website actions (like purchases/sign-ups), or job applicants.

Picking the right goal from the start helps you design the campaign, pick the best ad types, and track the right stats. Here’s a quick table for the key objectives:

Category	Objectives
Awareness	Brand Awareness
Consideration	Website Visits, Engagement, Video Views
Conversion	Lead Generation, Website Conversions, Job Applicants

Budgeting: Spend and Timing

Once your goal is set, you’ll need to plan your spend. LinkedIn has a minimum bid of $2 per click or 1,000 impressions, and you must commit at least $10 per day to a campaign. However, most companies spend more to get real results.

Many set aside up to 20% of their total advertising budget for LinkedIn, with almost half spending $500 or less each month. It’s smart to begin with a small budget to test what works, then increase over time. You can pick a daily limit, a total budget, or a schedule that makes sense for your timeframe-especially for time-sensitive offers or events.

Budget Optimization (an option in your settings) lets LinkedIn’s system spread your money where it predicts best results.

How Objectives Affect Budgets

The different objectives-Awareness, Consideration, and Conversion-call for different budget levels. Awareness is about reaching as many people as possible, so you may use less.

Consideration involves engaging people further, so it typically means spending a bit more. Conversion campaigns go after those ready to become customers, which is usually more competitive and requires a larger budget.

Adjusting your spend based on your goal makes the most of your ad dollars.

Setting Up Your LinkedIn Target Audience

One reason LinkedIn works well for B2B ads is its deep targeting controls. You can go beyond age or location-you can focus on exact job roles, industries, company sizes, and more, helping your ads reach the most valuable viewers.

Using Demographics, Firmographics, and Interests

LinkedIn gives you lots of ways to pick the right people for your ads. You can target people by city, country, age, gender, job title, industry, or company size. Want to show your ad only to HR directors at banks in New York? LinkedIn makes this possible.

There are also interest-based options, like targeting people who are part of certain groups or who react to similar content. With over 20 targeting categories, you can make your audience as specific as you like.

Using LinkedIn Matched Audiences

Matched Audiences lets you upload your own data-like client email lists or company names-so you can show ads directly to those people.

You can also create new audiences that look like your best customers using lookalike targeting, giving you new prospects with similar backgrounds as your buyers. These are especially useful for Account-Based Marketing (ABM), when you need to reach people at select companies.

Remarketing and Account Targeting

Remarketing is a good way to remind people about your brand after they’ve interacted with your site, page, or ads. You can retarget people who visited your website or engaged with previous LinkedIn ads.

Account targeting is part of Matched Audiences-upload a list of company names to show your ads to people at those workplaces. Be mindful of overlapping audiences; too much overlap can make your ads less effective. Review and fine-tune your targeting to keep your campaigns fresh.

Creating and Launching Your Ad Campaign

Now, set your campaign in motion. It’s about making great creative and smooth launch steps that turn plans into live ads.

How to Make Great Ad Creative and Copy

Your ad’s design and message are what people will first notice. Keep images and videos clear and appealing, with bold colors and easy-to-read fonts. A strong headline should pull the viewer in right away, while a short message explains what’s in it for them. End with a clear call-to-action, such as “Sign Up” or “Download Now.”

Consistent branding helps users recognize your company, so stick to your brand colors, logos, and tone. Pick photos or graphics that relate to your audience’s daily work problems or goals.

Picking Where Your Ads Show

LinkedIn lets you decide where your ads are displayed. Sponsored content typically appears in the main feed. Text and dynamic ads are shown on the right side for desktop viewers.

Some retargeting ads can run off-platform (on partner websites), but you can control and block unwanted sites to keep your brand safe. The Campaign Manager helps you pick placements that fit your goals and suggests options based on your campaign setup.

Setting Up Conversion Tracking

To know if your campaign is working, use conversion tracking. This tool lets you see if users took real actions after clicking (such as a sign-up or purchase). LinkedIn provides different ways to track, like adding the Insight Tag code to your site, using the conversions API, or uploading data manually.

You can include dollar values for each goal, which helps calculate your true Return on Investment. Without this step, you won’t know what’s bringing in real results.

Review and Launch Checklist

When your ads and tracking are ready, double-check everything. Look at your ad content, audience settings, budget, and schedule to be sure they all match your plan. Upload any media files (for videos or images) and check that your links work.

When you’re happy, finalize your payment details and set your campaign live. The Campaign Manager will start gathering data, so you can watch how things go and make changes as needed.

How to Measure LinkedIn Ad Results

Launching your ad isn’t the finish line. Real success comes from watching your results, learning, and making your campaigns even better over time.

Core LinkedIn Ad Stats (CPC, CPM, CTR, Leads)

The main figures to track are:

• CPC (Cost per Click): The average you pay for each click on your ad. Lower CPC means cheaper clicks.
• CPM (Cost per 1,000 Impressions): Shows how much you pay to reach a thousand viewers. Helpful for brand awareness.
• CTR (Click-Through Rate): Measures how often people click after seeing your ad. Higher CTR means your ad is relevant and catching attention.
• Leads: The number of good contacts you collect, especially using Lead Gen Forms.
• CPA (Cost Per Acquisition): The bottom line-how much you pay to turn someone into a customer or get another key result.

Tracking Results With LinkedIn Campaign Manager

The LinkedIn Campaign Manager dashboard shows all the numbers you need: impressions, clicks, leads, and more. You can also see LinkedIn’s suggestions for improving results, based on your campaign data.

Consider connecting to other analytics tools (like Google Analytics) to see what happens after someone clicks your ad. If the leads you’re getting don’t become customers, it could mean you should change your ad message or targeting.

How to Compare LinkedIn Ad Costs

Knowing whether you’re paying the right amount for LinkedIn ads means looking at industry averages and comparing to other channels. LinkedIn ads usually cost more than Facebook or Instagram, but you often get higher-quality leads.

For example, even though LinkedIn’s CPC is almost 50% higher than Instagram’s, the leads convert more and are more likely to buy.

LinkedIn also beats Google for cost-per-lead in some cases. To find out if LinkedIn is worth it for your business, compare your Customer Lifetime Value (CLTV) to your CPA. Regularly measure your LinkedIn results against those from other ad platforms to make the best budget decisions.

Tips for Improving LinkedIn Ad Campaigns

Launching ads is just the beginning-you need to keep working to get the most out of your budget. Here are some practical suggestions.

Follow LinkedIn’s Ad Specs

Use LinkedIn’s required image and video sizes for each ad type. For example:

• Single image ads: 1200×628 pixels, JPG/PNG/GIF, under 5MB.
• Carousel ads: 2-10 cards, 1080×1080 pixels, under 10MB each.
• Video ads: Up to 500MB, MP4, less than 30 fps, best under 15 seconds.
• Documents: PDF/DOC/PPT, under 100MB, under 10 pages.
• Message/text ads: Check for subject line and character count limits.

Following these helps your ads appear at their best and keeps your brand looking professional. It also helps to use bold colors so your ad stands out from LinkedIn’s mostly blue and white design.

Test and Adjust Your Ads

Don’t stick with your first ad version. Try A/B tests-with small changes like a different image, headline, or target group. Watch which version gets better results and put more budget behind that one.

Slowly refine and repeat to keep your ad performance high. This step-by-step method helps you find what your audience likes most.

Match Paid Ads to Your Regular Content

For maximum effect, your ads should sound and look like your usual posts. Share helpful, interesting content regularly on your LinkedIn Page. Connect with people who comment or send you messages.

If one of your posts gets lots of attention, you can “boost” it with an ad budget to get it seen by more people. Always make sure your message is consistent and fits your brand style.

Review Campaigns and Adjust Budgets

There’s no rule for how long an ad campaign should run, but check your stats every couple of weeks instead of daily, so you don’t overreact to normal ups and downs. If something isn’t working, pause the campaign or move the money to another ad.

As soon as you see an ad doing well, add more budget. Track your costs closely so you don’t overspend. Continual adjustments and updates help you get the best results from your investment.

LinkedIn Ad Campaign Success Stories

If you need ideas, here are a few companies that have had great results on LinkedIn by using smart targeting and engaging ads.

Adobe

Adobe connects with professionals by sharing content that matches their audience’s needs. They focus on content that supports creativity and shows the benefits of their products, which helps build community and positions Adobe as a creative partner.

Cisco

Cisco uses LinkedIn video ads for IT managers and business leaders. Their ads explain business problems and demonstrate how Cisco’s solutions can help, building trust and encouraging people to learn more about their products.

Deloitte

Deloitte post regular content with charts, videos, and business analysis to help leaders keep up with trends. Sharing valuable advice makes Deloitte look credible and attracts business clients looking for guidance.

HubSpot

HubSpot uses LinkedIn to give away free resources, webinars, and tips based on their inbound marketing approach. This keeps them front-of-mind with marketers and shows their expertise, turning followers into leads over time.

Microsoft

Microsoft’s #MicrosoftLife campaign uses LinkedIn not for sales, but for hiring. They focus on employee stories and workplace culture, which attracts more job applicants and proves that LinkedIn is good for more than just B2B sales.

Frequently Asked Questions About LinkedIn Ads

It’s easy to be confused about LinkedIn advertising costs and methods. Here are common questions and clear answers:

How Much Do LinkedIn Ads Cost?

LinkedIn charges at least $2 per click or 1,000 impressions and needs $10 per day, minimum. Ads on LinkedIn seem pricier than on Facebook or Instagram (sometimes 50% higher), but you get leads that are more likely to buy or take action.

Many businesses spend up to 20% of their ad money on LinkedIn, with about half spending under $500 monthly. The most important thing is to compare the amount spent with your results-if you get high-value sales or clients, paying more upfront makes sense.

Start small, improve your ads, and add to your budget as you see improvement.

Which Objectives Should I Pick?

The best goal depends on your needs. To build visibility, choose “Brand Awareness.” For more traffic or engagement, use “Website Visits,” “Engagement,” or “Video Views.”

To get leads, sales, or job applications, choose from the “Conversion” options like “Lead Generation,” “Website Conversions,” or “Job Applicants.” LinkedIn’s Campaign Manager offers help picking the type that fits your goals.

How Can I Get Quality Leads on LinkedIn?

To get better leads, focus on:

• Using LinkedIn’s job and industry targeting, so only the right professionals see your ads.
• Adding Lead Gen Forms for one-click sign-ups using users’ LinkedIn data.
• Writing straightforward ads that explain exactly what you offer.
• Trying Sponsored Messaging to send offers or info directly to people’s inboxes.
• Reviewing leads closely-if your leads don’t convert, try changing your audience or your message to attract the right prospects.