According to Hootsuite, more than 95 percent of business-to-business (B2B) content marketers use LinkedIn for organic (unpaid) social media marketing. The biggest benefit of LinkedIn PPC ads is the platform’s ability to help you reach business-specific goals. People are on LinkedIn to network and find solutions, and when you are able to help them find solutions through your content and LinkedIn Ads, you are ready to build connections and increase sales.

Choose an Objective 

LinkedIn adverts are classed according to their purpose. This is particularly useful for individuals new to advertising on the site. The three objective categories are as follows: 

  • Awareness – Increase your followers and engage with them to get people talking about your company, its products, and its services. 
  • Consideration – reach out to existing customers; increase website visits, engagement, and video views. 
  • Conversion – Meant to create leads or encourage sales; drive leads with pre-filled forms on LinkedIn, increase website conversions/downloads, and advertise company job opportunities. 

Design and Select Your LinkedIn Ad 

There are various types of LinkedIn ads to choose from. The first type is Sponsored Content, which appears in the audience’s news feeds. The term “promoted” denotes that it is an advertisement rather than the organic content that would show up in a person’s news feed. You can further refine your search under this category by selecting carousel advertising, single image ads, or videos. 

The second type of ad is Sponsored Messaging. This ad format is distributed to the LinkedIn mailboxes of your target demographic. They are visible on mobile devices as well as desktop computers. However, LinkedIn limits the number of Sponsored Messaging ads that can be sent in a specific time period. 

The third type of ad is text ads, which can be found on the upper right-hand side of the LinkedIn desktop feed. LinkedIn recommends text ads for lead generation. Then there are Dynamic Ads. These are customized and may be accessed on the right side of LinkedIn. This advertisement may include the individual’s photo, name, and even their job title. Alternatively, depending on their account preferences, they may be referred to as “LinkedIn members.”

Define Your LinkedIn Audience 

Now that you’ve decided on a format and what you want your ad to accomplish, it’s time to define your target demographics. Examine the LinkedIn profiles of people who fulfill your audience’s requirements. Take note of their titles and positions, as well as their degree of experience and skill sets. It’s normally better to start with a broad job function, such as lawyer or attorney, and then narrow it down to additional specialties, such as a civil trial lawyer, intellectual property lawyer, product liability attorney, and so on. Keep in mind that purchasing choices are made within organizations by people other than C-level executives. You can also target ad consumers based on seniority, age, gender, and education on LinkedIn.

Determine Your LinkedIn Budget 

The first thing to know is that LinkedIn ads are more expensive than Facebook ads; the minimum bid for LinkedIn is $2 per click, with a minimum daily expenditure of $10. This is around six times more than the same advertising on Facebook. However, the returns can be higher as well. There are two forms of budgeting on LinkedIn: daily and lifetime. What do you want to spend in a single day versus what you want to spend throughout the course of the campaign? You can select them individually or combine them. You may also specify whether your campaign should begin and stop on a specific date. LinkedIn estimates activity on the site over a seven-day period and optimizes spending to match it using a process known as pacing. For the best outcomes, they recommend using a lifetime budget and lifetime pacing.


LinkedIn advertisements are a great way to boost the quality of your leads, build connections with potential customers, and boost brand awareness. If you want to reach an older, educated audience that has a higher income and is able to make purchasing decisions, then LinkedIn advertising is the way to go. Use this guide to find an agency to help get you started successfully. 

Frequently Asked Questions, Answered

1. What are LinkedIn ads best for?

LinkedIn advertising is an excellent approach to marketing your brand or business to a professional audience. However, with 80% of B2B marketers preferring LinkedIn Ads over all other platforms for their advertising campaigns, it may be difficult to stand out.

2. What type of LinkedIn ads perform best? 

Sponsored Content is probably the most popular and effective type of LinkedIn ad format. It appears in your target audience’s feed, effortlessly blending in with their organic material.

3. How much do LinkedIn ads cost?

The cost of LinkedIn advertising is determined by numerous factors, including the target audience, campaign objective, and bid. LinkedIn advertising, on average, costs $5.26 per click, $6.59 for 1000 impressions, and $0.80 per send.

4. How much should I budget for LinkedIn ads? 

For every ad format, the minimum daily budget required to begin on LinkedIn is $10. For new, inactive campaigns, the minimum lifetime budget is $100. When the campaign goes live, the minimum lifetime budget is adjusted to the minimum daily budget of $10 multiplied by the number of days scheduled.

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