How to use LinkedIn Ads for B2B marketing

LinkedIn is the number one social platform for B2B marketing with potential clients already within their business mindset and ready to start talking, exploring and understanding their work.

LinkedIn ads have been reported to have a 6.1% conversion rate from Hubspot, compared with a conversion rate of 2.58% on Google Adwords. CPCs have been found to be higher on the platform, but Hubspot also discovered that their cost per lead was about $90 compared to $125 on Adwords.

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1. Setting a campaign objective

There are currently four objectives to choose from with more yet to be released soon.

  • Website visits: use this goal to increase the number of people who visit a website destination site on or off LinkedIn.
  • Engagement: this objective will aim to increase the social engagement on your content and further the number of followers on your company page. This is particularly useful if you decide to follow a content marketing strategy with relevant articles and blogs on your business and industry sector.
  • Video views: this goal can be used to increase the engagement and shares of your ad’s video.
  • Lead generation: this is used to increase the number of email signups or completed forms using pre-filled LinkedIn data.

2. Creating an Audience

The audience definitions allow you to get highly targeted with your ad campaigns and choose to only show your ads to those individuals who have the authority to make the relevant decision. The company type, size and member job function allow you to reach highly relevant people.

  • Locations: choose countries or cities that the individuals live in or have recently visited.
  • Company: target those who connect with certain companies or follow them, the company industry, name and size
  • Demographics: target by member age and gender
  • Education: target by degree type, fields of study or member schools
  • Job experience: target by job function, seniority or title and member skills or years of experience
  • Interests: target individuals who are part of certain groups

3. Choosing an Ad Format


LinkedIn offers several ad formats to reach your target customer most effectively.

  • Single image Ad: useful to convey a short, simple message that will show up in the individual’s newsfeed. If targeted to the relevant person and customised by job title, these ads can feel personal and receive good conversion rates.
  • Carousel image Ad: create an ad with two or more images that shows up in the user’s newsfeed. This format allows users to scroll through an experience of your brand or offering and to learn more through pictures. Great if your company is visual.
  • Video Ad: use a video to convey your brand or offering to clients. These can be really useful in showing how your business works and how the viewer can benefit from your business. They are also good for quick platform demos or product-in-use videos.
  • Message Ad: these inMails are a great way to reach out to specific individuals who will be notified of your message. To make the most of these, it is best to conduct background research on the person you are targeting and get an understanding of their business and role in the company.

4. Tracking, Budgeting and Scheduling

It is useful to set up conversion tracking on your website using the LinkedIn pixel, as it will allow you to measure whether individuals take certain actions on your site and to track your ROI effectively.

Using LinkedIn, you can choose between either CPC or CPM methods for pricing your campaigns. CPC should be used when the click throughs from your ad have good conversion rates and CPM can be used for awareness of your brand and value proposition.

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