Ad formats
- Sponsored content: single image, video, carousel and document ads in the LinkedIn feed.
- Message and conversation ads: sent to members’ LinkedIn inboxes.
- Lead gen forms: forms that open inside LinkedIn, pre-filled with the member’s profile details.
- Text, spotlight and follower ads: smaller ads in the right-hand column on desktop.
Targeting options
- Job title, job function and seniority
- Company name, industry and size
- Skills, groups and interests
- Retargeting of website visitors, video viewers and lead form openers
- Matched audiences from your own contact or account lists, for account-based marketing
Costs and results
Clicks on LinkedIn usually cost considerably more than on Facebook or Google, so it pays off mainly when a customer is worth a lot, as in B2B services and software. Install the LinkedIn Insight Tag to track conversions, and judge campaigns by the cost per qualified lead rather than the cost per click.
LinkedIn advertising example
A company that sells payroll software targets HR managers at companies with 50 to 500 employees in Sweden. It runs a document ad offering a guide to payroll compliance, with a lead gen form. Leads come at a higher cost than on other platforms, but a large share are the exact role and company size it wants, and the sales team confirms the lead quality is better.
LinkedIn campaign checklist
- Choose an objective such as lead generation or website visits.
- Build a narrow audience by job function, seniority and company size, but check it is large enough.
- Create two or three ads with different angles.
- Offer something useful in exchange for contact details.
- Track leads to sales in your CRM, not only form fills.
- Review cost per lead and cost per qualified lead weekly.
LinkedIn advertising mistakes
- Expecting low costs per click. LinkedIn is usually more expensive than other networks.
- Targeting too broadly.
- Pushing a demo to people who are not ready.
- Not following up on leads quickly.
LinkedIn advertising FAQs
Is LinkedIn advertising right for small businesses?
For B2B companies with high-value customers, yes. For low-priced consumer products, others may fit better. See account-based marketing and X advertising.
Should I optimise my profile first?
Yes. See LinkedIn profile and paid advertising.