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LinkedIn Ads – Guide to effective advertising for companies and professionals

By 19 October 2023No Comments
LinkedIn Ads

LinkedIn is the absolute best social platform to get in touch with the world of B2B and, thanks to LinkedIn Ads, also to advertise your products or services to an audience of professionals, managers and companies. 

We all know that in the digital age, social media has become a vital tool for business promotion and branding. Among these, LinkedIn stands out as the platform dedicated exclusively to professionals and companies, offering networking opportunities, content sharing and, above all, advertising like no other social network. 

What is LinkedIn Ads?

LinkedIn Ads is the advertising platform of LinkedIn, which allows companies to create and manage targeted advertising campaigns. 

In fact, unlike other social platforms, LinkedIn's audience is mainly made up of professionals, managers and, more generally, companies. Using this social media for advertising purposes increases the possibility of targeting specific sectors, even for the most specialized or niche companies. 

Ultimately, this platform is perfect for B2B advertising, but for it to be effective you need to know how to design campaigns in the best possible way. First you need to ask yourself: LinkedIn Ads Is it the right platform for my business purposes? Is it worth investing in LinkedIn advertising for my business? 

Why choose LinkedIn Ads?

As reiterated several times, LinkedIn Ads it is the ideal platform for advertising aimed at a B2B audience, but it is not necessarily the platform best suited to the needs of your company.

According to data shared by LinkedIn itself, 80% of B2B contacts take place on this platform and LinkedIn is the most used platform by 92% of marketers. However, there are some considerations to make. 

First of all, LinkedIn Ads has a very high access threshold and advertising through this channel can be very expensive. In light of this, to have an effective economic return, the customer must generate a high overall value, which is around thousands of euros. Therefore, a customer who makes purchases with lower amounts is not an attractive target. 

We then need to ask ourselves whether the target customer actually frequents the platform or prefers another one. To verify this, simply use a tool made available by LinkedIn, the Sales Navigator, or run a test advertising campaign. 

Finally, you need to evaluate the size of your target audience. If the target sector is particularly niche or the companies you are targeting are few, LinkedIn Ads may not be the best solution. In this case, "manual" advertising via the Sales Navigator may be sufficient, or it may be necessary to change the social platform, perhaps aiming for Meta. 

Only after having correctly evaluated these points and having chosen LinkedIn, can you proceed with the creation of the campaign. So let's see what the possibilities are offered by LinkedIn Ads.

The types of ads on LinkedIn

LinkedIn Ads offers different types of ads: sponsored content, direct messages, text ads and dynamic ads. Let's look at them in more detail. 

By accessing the LinkedIn Campaign Manager you can choose the type of campaign best suited to your needs. Sponsored content, for example, appears directly in the LinkedIn feed and can consist of an image, a document, a video, an event or a carousel.

Sponsored messages, on the other hand, reach the target audience via LinkedIn chat. These are more personal and direct messages and give an excellent chance of receiving a response and starting a conversation with the customer. On the other hand, however, this type of advertising reaches a more limited number of potential customers. 

Text ads are ideal for generating quality leads and attracting your target audience to your website. This is the most classic form of advertising, similar to the ads published on the web with Google Ads. 

Finally, dynamic ads use an algorithm that automatically generates personalized ads. These ads are ideal for those who want to advertise for different types of companies, which operate in different sectors. The program will adapt to the target audience, offering them the most suitable advert.

Targeting on LinkedIn

One of the main advantages of LinkedIn Ads is its advanced targeting capabilities. Advertisers can segment their audiences based on elements such as demographics, education, professional characteristics, interests and behaviors.

These options allow you to target the audience very precisely, from geographic location, age and gender, to education level, skills and job position.

Establish a Budget and Offers

The next step is to establish the budget and any offers for the Ads campaign. LinkedIn offers flexibility in budgeting. You can opt for a fixed daily budget or a total budget for the entire duration of the campaign. Similar to other platforms, the actual cost of the ad depends on various factors, including competition for the chosen target and the quality of the ad.

Measurement and Optimization

LinkedIn provides detailed analysis of campaign performance through its “Campaign Manager”. This tool offers insights into impressions, clicks, conversions and other essential KPIs. 

With this data, advertisers can optimize their campaigns, adjusting targeting, budget and ad content to maximize ROI. Always keep these parameters under control, they will give you the measure of the success of the campaign.

Best Practices for LinkedIn Ads

Before concluding, let's look at some of the best practices for a successful LinkedIn campaign. LinkedIn is a professional platform, so it is essential to share content from high quality that add value to the target audience.

Don't underestimate the importance of doing things tests. Experimenting with different copy, images, and CTAs can help determine which combination works best for your audience. Additionally, many LinkedIn users access the platform via mobile devices. Make sure your ads are optimized for mobile viewing.

Finally, it's important to keep your ROI under observation. It's not just about generating traffic or impressions. Tracking conversions and calculating ROI can ensure that your ad spend translates into tangible results.


LinkedIn Ads offers a unique opportunity to reach a professional and highly qualified audience. Whether it's generating leads, promoting content, or building brand awareness, with the right strategy and execution, LinkedIn can become a powerful advertising tool in every company's toolkit.

For this to happen, however, the right preparation and knowledge are necessary, in order to create the most suitable campaign and choose the correct audience for your needs. This is why relying on industry professionals is a step towards success!

Contact us for more information.