LinkedIn advertising
The boss of B2B media advertising, LinkedIn is a full funnel solution in one platform and it can be game changing for B2B advertisers when used well.
It's no exaggeration to say that LinkedIn revolutionised B2B media advertising.
As a social network where users willingly reveal all about their professional status, the platform has unrivalled data and targeting capabilities. With over 700 million users worldwide, it is often the first port of call for corporate advertisers.
Not satisfied with having a killer ad platform, LinkedIn has also established itself as thought leader for B2B marketers through the B2B Institute. They have changed the centre of gravity in B2B since they launched the platform in 2003.
Because of its success, it is also a fiercely competitive environment; cutting through can be difficult. Creative is critically important and getting the right mix of organic, promoted and paid advertising can make the difference between success and failure.
The choice of different ad formats and objectives make it possible to build full funnel campaigns which raise awareness, generate leads and nurture prospects all within the platform's walled garden. With direct integrations into every major CRM tool and fully GDPR compliant data, it takes the worry out of compliance for lead gen programmes.
Advertisers can even leverage bespoke solutions, like the LinkedIn Insight tag, to build custom audiences, understand who's visiting their website and where they come from.
We're big fans of what LinkedIn offers advertisers and we're ready to help your brand cut through with the right strategy and execution.
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FAQs
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LinkedIn advertising is particularly effective for B2B marketing and professional targeting. Key benefits include:
Precise audience targeting – Reach decision-makers based on job title, industry, company size, and more.
High-quality leads – LinkedIn users are professionals actively engaging with industry content.
Multiple ad formats – Choose from Sponsored Content, Message Ads, Dynamic Ads, and Text Ads.
Lead generation tools – Use Lead Gen Forms to collect high-quality leads without users leaving the platform.
Robust analytics – Measure campaign performance with LinkedIn’s built-in reporting tools. -
Sponsored Content – Native ads appearing in users' feeds as single images, carousels, or videos.
Message Ads – Direct messages sent to targeted users via LinkedIn messaging.
Dynamic Ads – Personalised ads using profile data (e.g., name, job title) to grab attention.
Text Ads – Simple, cost-effective ads displayed on the sidebar.
Event Ads – Promote webinars, conferences, and other business events to a professional audience. -
LinkedIn operates on an auction-based system where costs vary depending on targeting, competition, and ad format. Common pricing models include:
Cost-per-click (CPC) – Paying for each click on your ad.
Cost-per-impression (CPM) – Paying for every 1,000 impressions.
Cost-per-send (CPS) – Paying for each Message Ad successfully delivered. -
Define clear objectives – Set goals such as brand awareness, lead generation, or website traffic.
Target the right audience – Use LinkedIn’s detailed targeting options to reach decision-makers.
Use strong creatives – Engaging visuals and compelling copy make a big difference.
Test and optimise – Run A/B tests on ad variations and refine based on performance data.
Leverage LinkedIn’s Lead Gen Forms – These forms auto-fill user details, increasing conversion rates. -
LinkedIn provides detailed analytics through Campaign Manager, where we monitor:
Click-through rate (CTR) – Measures how many users clicked on your ad.
Conversion rate – Tracks completed actions, such as form submissions.
Engagement metrics – Includes likes, shares, comments, and video views.
Cost per result – Helps evaluate efficiency and ROI of your ads.
LinkedIn Insight Tag – A tracking tool that provides deeper conversion insights and retargeting options.
To get started you can call 01598 760700
or email [email protected]
