The LinkedIn Ads definitive guide 2021

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Here’s all that we learned from running LinkedIn Ads campaigns in 2021 for several big brands with significant investments.  So, here’s the LinkedIn Ads definitive guide written by our LinkedIn Ads consultants.

This guide is intended for online marketing professionals who need useful information to launch performant LinkedIn campaigns and for managers who need to make decisions on whether to launch or not LinkedIn Ads campaigns. This is not an introductory guide. There are excellent introduction guides over there, such as the Hootsuite guide, which is a step-by-step LinkedIn Ads guide and the Hubspot guide.

Why this guide?

Decide on launching a LinkedIn Ads campaign or not.

Find useful information on how to manage and launch LinkedIn Ads campaign

LinkedIn is the biggest B2B lead generation platform for professionals and companies. Currently, it has more than 675 million users and increasing. Unlike other social networks, where users spend their time, people invest time on LinkedIn. According to Business Insider, LinkedIn is the most trusted platform in 2017, 2018 and 2019.

According to LinkedIn, marketing and sales experts say LinkedIn is the number one social network for B2B lead generation. Also, users make business decisions based on the LinkedIn conversation.

Here’s what to expect from this guide:

  • · High-quality information on LinkedIn Ads.
  • · Essential tips and tricks to build performant LinkedIn Ads campaigns.
  • · Free templates to help you with your campaigns.


1. Does a LinkedIn Ads Campaign make sense for my business?

The first task is to understand if launching a LinkedIn campaign makes sense for your business. It’s critical to understand that not all companies, solutions or product meet the requirements to launch a campaign on LinkedIn. That requires a higher CPC (cost-per-click) investment than platforms such as Google Ads o Facebook Ads, so let’s make sure your LinkedIn Ads ROI is positive. Let us just mention that LinkedIn presents a higher CPC than other platforms, but when you go down the funnel and analyse the CPL (cost-per-lead), it tends to be more competitive than those, being the conversions higher.

1. B2B company

Firstly, you must represent a B2B company with a B2B proposition. LinkedIn is a B2B platform with a massive base of professionals from multiple markets. If you work for a B2C company (unless you have B2B2C needs), we suggest you stop reading and use B2C focused platforms.

2. Continuous need to generate leads

You must need to get leads on an ongoing basis. Let’s say you operate in a market where you can only have six clients around the world.  You would then not need LinkedIn Ads campaigns – you might be using LinkedIn for Account-Based Marketing (ABM) campaigns, but not for lead generation goals -. Your lead generation needs must be continuous.

Regarding with B2B lead generation, you can read this pillar page made by Funnelbud related to how to get B2B qualified leads with your software, and some useful key recommendations and tips.

3. Your client’s value is higher than 4.000 euros per year

LinkedIn is an expensive platform. Therefore, yourclient’s value must be higher than 4.000 euros per year.

If your client’s value is lower, it is advisable not to carry out a lead generation campaign, as it will be hard for you to get a positive ROI. The 4.000 euros threshold will allow handling the right CPL (cost per leads) and CPA (cost per acquisition)

4. Your Ideal Customer Profile (ICP) and Buyer Persona Profile

It’s essential to have a clear picture of your Ideal Customer Profile (ICP) and Buyer Persona Profile. One of LinkedIn’s biggest strengths is their targeting capacity, with many segmentation criteria, such as country, company industry, company name, company size, job function, job title, job seniority, amongst others.

5. Your client is an active LinkedIn user

Your customer must also be an active LinkedIn user and a LinkedIn savvy person. Let’s say you sell to young mid-schoolteachers. You might have some prospects on LinkedIn, but the odds are that those are not very active. If you can’t find active users, your ads won’t show, or, worse; they will be delivered to wrong audiences.

6. The right audience size for LinkedIn Ads campaigns

Your audience has to be higher than 40.000 members and ideally lower than 400.000 members. Lower audiences typically would result in poor campaigns and higher audiences in low lead quality.

LinkedIn Ads campaigns requirements:

B2B solution / ongoing lead needs / client value of more than 4.000 euros per year /  

clear Buyer Persona and Ideal Customer Profile / Clients active on LinkedIn /

Audience higher than 40.000 members


2. LinkedIn Ads campaigns goals

Before developing a LinkedIn Ads campaign, let’s think about your business’ goals. It is necessary to invest time in analysing how are you going to focus your campaign. So, it’s essential to specify your goals as much as possible to run an effective campaign. Business goals fall under the following categories:

  • Increase brand awareness.
  • Increase product, service or solution awareness
  • Raise web traffic
  • Raise the number of potential clients (i.e. generate leads)

When you start building a LinkedIn Ads campaign, the first thing you’ll need to choose is the goal.

Picking the right type of campaign depends on how it matches your goal. LinkedIn offers solutions for each buyer journey stage, from brand awareness to conversion. However, LinkedIn only allows you to choose one objective, so if you have more than one, you need to create one campaign per goal.

1. Brand awareness

Brand awareness goal is intended for The Top of the Funnel (TOFU) campaigns. For example, this goal is the best option if your company wants to be recognised by the target audience.

Through brand awareness, you can use many of LinkedIn’s solutions, such as build Single Image Ad, Carousel image ad, etc. However, based on our experience, we must say not all LinkedIn Ads formats work for this type of campaign. Carousel image ads and conversation ads perform better for decision campaigns. So, you can build brand awareness campaigns through single image ad, video ad, text ad, spotlight ad and follower ad.

2. Consideration

LinkedIn also allows companies building campaigns to encourage users to take action. These activities can be:

  • · Website visits: If your team wants to get higher clicks on your website, you must select this goal. About ad formats, it happens the same as brand awareness campaigns. However, for increasing website visits, we suggest using single image ads, video ads and text ads.

· Engagement: You can also increase post engagement, such as clicks, recommendations, comments, sharing, among others, or adding new followers to the company LinkedIn page. In this case, LinkedIn’s allows fewer solutions compared to brand awareness and website’s visits campaigns. Nevertheless, our recommendation is to build engagement campaigns through single image ads, video ads, follower ads and conversation ads. We don’t suggest carousel image ads as it’s typically used to offer a large number of services or to explain a complex product or service deeply.

· Video views: Finally, LinkedIn gives you the alternative to bid at a cost per view. However, to build video views campaign, it is obvious you must select the video ad format. 

3. Conversion

Conversion campaigns focus on lead generation and website conversions, such as document downloads or leading capture. In this group, we find:

  • · Lead generation: This option is one of the most effective ways to get qualified leads to an increase in potential customers. For lead generation campaigns, we suggest using all ad formats LinkedIn allows, except the video ad, which is best suited for brand awareness and consideration campaigns.

Never forget about the real conversion, which happens once you get the lead data.

Interact with every prospect within 4 hours after they fill the form.

· Website conversion: Users are encouraged to take action on the website, for example downloading eBooks, filling out lead generation forms or signing up for events. In this case, we suggest using a single image ad, carousel image ad, message ad and conversation ad. The other formats are more focused on brand awareness and consideration campaigns.

· Job applicants: Lastly, LinkedIn allows the possibility to publicise the company’s job offers. In this sense, jobs ads and single job ad are the optimal options to build this kind of campaign.

4. Your Ideal Customer Profile (ICP) and Buyer Persona Profile

It’s essential to have a clear picture of your Ideal Customer Profile (ICP) and Buyer Persona Profile. One of LinkedIn’s biggest strengths is their targeting capacity, with many segmentation criteria, such as country, company industry, company name, company size, job function, job title, job seniority, amongst others.

It is essential to have a clear goal for your campaign and to understand which formats you will choose.


3. The LinkedIn Ads target audience segmentation tool

LinkedIn Ads is recognized by its segmentation tool, one of the most detailed audiences’ segmentation social ads tools. It allows to impact the target audience efficiently and get qualified leads.

Let’s see what the segmentation options are:

Audience attributes

Target your audience with the information users include in their profiles.


  • · Company name.
  • · Company industry: Market or industries where companies are operating.
  • · Company size: Based on the employee number listed on the company page.
  • · Company followers: Based on the follower number the companies have.
  • · Company connections: First-degree connection of employees.


  • · Member age.
  • · Member gender.


  • · Field of study.
  • · Degrees.
  • · Member schools.

Job experience

  • · Job title: Information related to the job title introduced by the member.
  • · Job seniority: It describes the level of responsibility and experience of the employee. This option is determined by the members’ job title. According to the job title that users indicate in their LinkedIn profiles, LinkedIn will relate them to a specific seniority. For example, if a user introduces Marketing Manager as a job title, he / she will have a seniority of Manager.
  • · Job function: Department where the member works. This option is not compatible with job seniority and job title options.
  • · Years of experience: Years of professional experience.
  • · Member skills: This option allows you to specify specific skills or abilities you want your target audience to have. Those skills appear in the “member skills and validations” section.


  • · Member groups: Specific LinkedIn’s groups your target audience member has joined.
  • · Member’s interests: Option based on the user’s interests indicated in their profile. LinkedIn is from Microsoft, so interests are taken through Bing searches.
  • · Member’s traits: Based on their distinguishing characteristics of the types of device members usually use when spending time on LinkedIn.

Matched audiences

Target an audience of members your already know, by combining the LinkedIn data with your first-party data. For example, you can attach a list of companies or contacts, retarget people that visited your website or import third-party data from a LinkedIn Marketing Partner.

· Retargeting lists

Build an audience list with the users who visited your website and retarget them with relevant content.

· Website: Create lists with the members that visited specific pages on your website and deliver content related to their interests.

· Lead Gen Forms: Reimpact users who opened the lead form but didn’t click on submit.

· Video views: Retarget users who viewed your video ads and keep your company in consideration.

· Company page: Include to your campaigns users who visited your LinkedIn company page or clicked on your company page CTA.

· Events: Users who have marked themselves as “attending” events.

· Contact Targeting

Upload lists of users to target them on your LinkedIn campaigns. You can add up to 300k contacts.

· Company Targeting

Impact or exclude specific companies by uploading a list on LinkedIn Ads.

· Lookalike Audience

Target users with similar characteristics.


3.1. Target audience segmentation tool: Tips and tricks

To impact the right users, it’s essential to analyse the target audience as well as knowing how to introduce the target attributes on the LinkedIn Ads segmentation tool. That’s why we’re going to give your team some essential tips & tricks:

· Company:

  • · Add company names for awareness and retention campaigns: If your goal is awareness or retention, using Company Name option is a key recommendation in order to reach high-value companies and impact decision-makers. LinkedIn allows to target up to 200 different companies within audience attributes.
  • · Target by company industry and size: The most used criteria and the ones you should always use, as they contain necessary information both to know and indicate. On the one hand, it’s key to select industries your team wants to impact because you should always verticalize the campaign. On the other hand, those two criteria are essential to good Ideal Customer Profiles.
  • · Analyse the company industry of your target: Before choosing Industry, take a look 10 or 15 LinkedIn pages of your target audience and check which Industry they select. Also, include other relevant industries.
  • · Combine Company Category with Job Seniority: Targeting by company category, it’s a good option if you want to impact leading or the most innovative companies. However, it’s essential to arrive at business decision-makers, so, if you combine Company Category with Job Seniority and Job Function, you will able to reach the decision-makers.
  • · Get leads from growth companies: With the Company growth rate option, you can impact users working in companies with a certain growth in employees’ number in a comparison year. As a result, you are addressing companies with enough budget to buy your services or products.

· Demographics:

  • ·Including Member age may exclude other members: In order to target a specific audience, sometimes companies use Member Age option to include them (for example, choosing 18 to 24 years). However, LinkedIn doesn’t require this information, so it’s extrapolated; for instance, it takes the graduation’s year and deduces the age. In addition, you need to consider ethical limitations in terms of equal opportunities.
  • · Targeting by Member gender: LinkedIn doesn’t require users to include their gender, so if you decide to target through this option, your size will probably be reduced. Furthermore, it is a criterion that can lead to ethical and non-discrimination issues. Here happens the same as Member age option, you have to take into account ethical limitations too.

· Education:

  • · Make sure you add all subsidiary Schools: Some schools have more than one page on LinkedIn, so it’s important not to forget adding the primary and all the subsidiary schools in order to include all members who have studied on one of these schools .For example, if you want to include Harvard students, you need to add all Harvard schools, such as Harvard University, Harvard Business School, among others.
  • · Target your audience with Job Function: For those campaigns which offer a particular academic degree, target through Job Function too. For example, if you’re offering a finance degree, it will be appropriate to choose Finance option in Job Function to impact users who are focused in that market.
  • · Exclude members who have done a degree program: Excluding those members who have done a master’s degree program is good advice if your target audience is members who are looking to do a master’s degree.

· Job experience:

  • · Add current or past Job Title: If you prefer choosing Job Titles, it is recommended to not targeting only three or four title , for example. When selecting titles, the tool will suggest other relevant you may want to add. Also, some members maybe have changed their job title but still are of interest to you, So, you can expand your target audience by targeting both current and past Job Titles in the Job Titles dropdown. 
  • · Combine Job Function with Seniority: If you select both options, you will be able to reach decision-makers with specific expertise. Also, you need to take into account that they are not compatible with the job title.
  • · Add more than one job function: In order to do an optimal target optimisation after launching your campaigns, it’s important to choose more than one function.
  • · Exclude job titles if doubting in functions: If you doubt in some job functions chosen, we recommend excluding those job titles you are sure you don’t want to arrive.
  • · Consider targeting Individual contributors: These members are buying decision-makers. If you are interested in including them in your campaign, choose Senior in Job Seniority option and combine with Years of Experience option.
  • · Choose Entry-level for small companies: If the target audience of your campaign is based on small companies, an optimal choice is to select the entry-level option.
  • · Use the best combination with Years of Experience: Depending on your target audience and campaign’s goal, you can use the following combinations with Years of Experience:
    • Years of Experience + Seniority: Seniority option is not the same as years of experience. A user with more than 20 years of experience can belong to an entry-level instead of senior or manager. That’s why it’s recommended adding seniorities from entry to partner and years of experience. As a result, you will reach experienced professionals with influence related to buying decisions.
    • – Years of Experience + Degrees: Some degrees are aimed at professionals with extensive experience. In this case, we recommend combining years of experience with degrees. 
    • Years of Experience + Functions: Function leaders.
    • – Years of Experience + Skills: Skilled experts.
  • · Members skills for the target with specific features: In case your target has particular characteristics, we recommend adding some member skills.

· Choose Skills option with Function or Seniority: By choosing skills with Function of Seniority will help to impact more relevant users.

· Add Skills OR Job Titles: If you prefer to target with job titles instead of functions, it’s recommended choosing skills and job titles with “or” connector to have a broader audience

· Start with Job Functions instead of Job Titles: Sometimes, Job Titles can restrict your audience too much, whereas Functions are broader. So, first, we recommend selecting Functions, and when the campaign is launched, you can optimise your audience with Titles.

· Interests:

· Target by Interests with Function or Seniority: For the target audience who has specific interests, such as business technology, it is recommended to add functions or seniorities in order to reach relevant users.

· No need to add more criteria when Member traits option is used: This option usually represents a more limited audience, so it is not necessarily more additional targeting criteria.

· Analyse top member groups: In order to impact the more active groups, use the search function on LinkedIn to find relevant groups. Most active groups will appear at the top of the list.

Targeting tips and tricks:

· Make sure your buyer persona is well-defined:

Separate your buyer personas into different campaigns to deliver the right message and offer.

· Don’t use more than four audience specs:

Otherwise, there is a high risk of over-segmentation, resulting in small audiences.

· Take into account the profile language limitations:

LinkedIn doesn’t yet allow multilingual campaigns. Using English as language will also take the local languages of the selected territories. On the contrary, as surprising as this might seem, if you choose the local language, it will only take the chosen language.

· Take out audience expansion:

We don’t recommend choosing this option as it expands beyond the desired target, which sometimes leads to a slight loss is controlling the campaign—only suggested when the audience size is tiny.

Spend quality time in profiling and segmenting your audience.

· Save your audience as a template:

As sponsored content campaigns cannot be duplicated; we recommend saving your audiences to use them in other campaigns or save your time during your targeting process.

· Use CRM integration:

LinkedIn allows integrations with CRM platforms such as Marketo, Dynamics, Salesforce, Converter, Driftrock, Integrar, Leadsbrige, Oracle, Zapier and Hubspot. If LinkedIn doesn’t support your CRM platform, you can download a list of your leads as a CSV and upload it to your CRM system. Watch out your GDPR and privacy compliance!

· Integrate a pixel:

A good practice is also to integrate with the pixel on the page to impact the website audience. This way, your ad will reach users who were previously interested in your company.

· Distinguish And & Or connectors:

LinkedIn allows choosing “And” or “Or” connectors for each criterion. An OR connector means the member-only has to meet one criterium OR the other one. The AND connector means the member has to meet ALL the selected attributes; otherwise, it will not be targeted. Consequently, through the connector ANDthe audience members are more reduced but concrete. Also, when the audience is small, we need to enlarge it with OR to functions. Be careful with using the OR function in EXCLUSIONS; it will exclude members matching one OR the other criterium. Finally, you can also use And / Or together, for example, targeting with the Job Title “Information Technology Specialist” Or skills in information technology And have 10+ years’ experience.

· Check your Forecasted results:

When you start adding filters, the audience’s results will appear on the right side of the screen to analyse you’re doing it correctly. The dropdown under Segment breakdownshows attributes as job function, years of experience, company size, Industry and interest. These professional attributes are based on the LinkedIn members information they provide in their profiles. If your audience is too small, it will appear a notification with “Audience Too Narrow”. Besides, when the campaign kicks off, you can check if you are impacting the right audience. Otherwise, filters can be modified. Finally, we recommend analysing the forecasted results in 1 dayinstead of 7 or 30 to accurately understand the results.

· Target at least 300 members:

Your target audience needs to include a minimum of 300 users due to GDPR. However, as we mentioned in LinkedIn’s requirements point, your audience size must be between 50k and 400k members.

· Use matched audiences:

It’s recommended using matched audiences with demographic data from LinkedIn, as the CPL increases by 20%. In addition, it’s important to test with some audiences with a different audience for each funnel stage. When launching the campaign, check the demographics to know which audience you need to include or exclude.

· Analyse your targeting with Website Demographics

When the LinkedIn Insight Tag is verified on the website, and your audience is built, LinkedIn Website Demographics will be available to your campaign manager. You can track which type of professionals are visiting your website.

· Implement ABM targeting:

In case your company’s list has more than 200 companies and you cannot introduce it in Company Name option, you might need to use Matched Audiencesand upload a list (minimum 300 companies and up to 300.000 companies). When uploading your list, we recommend a list size with more than 1.000 companies.

· Consider contact targeting:

On the other hand, if you had a list of email addresses, LinkedIn allows you to upload a list or implement a data integration with your CRM (Marketo, Eloqua, among others). You can also upload a list with your current customers to exclude them from your campaigns. In this case, it’s advisable to add more than 10.000 contacts.

· Integrate a pixel:

A good practice is also to integrate a pixel on your page through LinkedIn insight tag or the Event-Specific Image Pixel to impact the audience from your website. This way, your ad will reach users who were previously interested in your company.

· Launch retargeting campaigns:

After launching the campaign, you can use Matched Audiencesto set up a retargeting campaign. For instance, targeting those users who have clicked on the ad, but have not filled the form or with users who have visited your website. Website retargeting uses the same insight tag as LinkedIn Conversion Tracking.

· Consider Lookalike audience option:

If your audience size is less than 40.000 members, we recommend considering lookalike audience as it allows to expand by 5 or 10 times. This option includes similar members of your target audience.

· A/B testing 100% recommended:

We recommend making an A/B testing with small variationsto analyse the target audience segmentation reach optimal users. To track the performance for each audience, set up separate campaigns with different audiences.

· When doubting:

If you are not sure about your targeting, start with a broad audience between 100k – 400k members and then narrow down after seeing what performs best. In LinkedIn’s demographic reporting, you can analyse who is clicking and converting on your ads by Job Title, Functions, Company Industries, etc.

· Optimise your targeting:

With demographic reporting, you can check campaign’s metrics (clicks, impressions, leads, total spend, frequency, etc.) and also analyse if you’re impacting the right members.

· Target accurately according to your goals:

LinkedIn recommends targeting by Job Functions and Seniorities, Skills or Job Titles, Interest targeting, and using lookalike audiences for awareness campaigns. On the other hand, for consideration & engagement campaigns, it’s suggested using Job Titles and Member traits, uploaded lists, website retargeting and retargeting by engagement. Finally, considering uploaded lists, website retargeting option, and retargeting by engagement is recommended by LinkedIn for conversion. 

· Avoid hyper-targeting:

According to LinkedIn, broad targeting works better rather than hyper targeting. B2B buying decisions usually involves more than one department. So, you cannot exactly know which members make these decisions.

· Provide relevant content according to the funnel:

Deliver qualified content based on the stage your leads are located. You can divide your contacts into personalised audience segments to provide a customised experience.

· Exclude members:

The exclusion exercise is sometimes as important as the inclusion one. Think about members that could potentially fall within your segmentation definition but are not decision-makers or decision influencers. Actively exclude the members you don’t want to impact.

Let’s pay attention to inclusions and exclusions. In some cases, it’s better to exclude than to include attributes. For example, imagine your company wants to create a campaign in the UK. In the image we can see in the UK there is a total of 29 million members.

Now, let’s say you are interested in impacting users who work in companies up to 5,000 workers. What you typically would do is including members who work for companies of all the sizes less than 5,000. That’s ‘myself only’ ‘2-10 employees’, 11-50 employees’ and so on, The result is 8.6 million members.

The reason for this is that LinkedIn does not map every company with company size. Therefore, if you segment through inclusion, many members will be excluded. Therefore, the best option here would be to exclude companies with more than 5,000 members, the resulting number being higher. In this case, it will be excluded ‘5,001-10,000 employees’ and ‘10,001+ employees’. As shown in the image below, the exclusion way shows 25 million members.

INCLUDING members can sometime EXCLUDE too many members!

Next, you can see a summary with the above explanation.

· Consider using the LinkedIn Audience Network:

The LinkedIn Audience Network is a new option which allows you to expand your campaign’s reach by showing your ads in LinkedIn feed and third-party publishers’ apps and sites to members. LinkedIn wkeeps respecting the targeting parameters, bid and budget, and it makes sure that the ads will be delivered in approved sites. If you want to learn more about this feature, you can check our post. We explain the benefits, tips and factors to consider!

· Exclude your current customers:

Exclude existing customers from B2B lead generation campaigns.

The total active audience on LinkedIn Ads: How to calculate it

When launching LinkedIn Ads campaigns, you’re not going to impact all users from your audience size. That’s why it’s important to know how many users you’re arriving. Let’s see how to calculate it step by step:

1.- Run your campaigns for 1 or 2 months

To know as much as accurate as possible the total active audience, we recommend running the campaigns one or two months.

2.- Check your audience size

After running the campaigns for a while, take your audience size. This information is shown in the campaign manager (at the top right of the page).

3.- Take your average frequency

This means the number of times users watch your campaign. You can see the frequency by going to the “Performance chart” page, displaying the “Average frequency” and introducing a time range. Finally, the campaign manager will show you the average at the right and the frequency daily.

4.- Identify the total impressions number

The total number of impressions are introduced in the “Performance chart” page too.

5.- Calculate the active audience in %

At this point, you’ll be able to calculate the active audience in %. You have to take the audience size and multiply it by the average frequency. After this, take the number of impressions and divide it by the previous result, as in below:

Active audience (%) = Impressions / (Audience size * Average frequency)

6.- Determine the number of active users

Finally, you have to take the active audience in % and multiply it by the audience size. The formula is as below:

Total active audience (number of users) = Active audience * audience size

In this post, we explain these steps with an example to understand the process easier.


4. LinkedIn Ads formats: Tips and tricks

After choosing the right goal, let’s find the proper Ad format for your campaign with their corresponding tips and tricks.

Single Image Ad

Single Image Ad is a Sponsored Content Ad type known as ‘native advertising ‘. They are called ‘native ads’ as they look like a native post. They’re integrated on LinkedIn timeline users both for desktop and mobile devices.

Single Image Ad is a Sponsored Content Ad type

Key recommendations:

· Making your audience take action is a difficult task, so it’s essential to introduce a powerful copy with questions, statistics and compelling images.

· · If you pick this format for brand awareness or consideration campaigns, it is crucial to explain why your proposition can help and how you will solve your prospect needs.

· On the other hand, if you want to launch LinkedIn lead generation ad, it’s essential to provide a strong offer to your target audience. Some examples of solid offers: free demo productfree trialsoftware or hardware bundles, specific purchasing model, a partner/channel program with limited inscription time or an exclusive inscription opportunity.

· In your copies, we recommend asking questions to engage with your audience. Use brackets, keep the text concise, and emphasise your target audience’s most significant pain point. So, focus your efforts on offering the appropriate solution. It’s also essential to make the members feel like you’re speaking to them individually. Finally, avoid using negative terms.

· Select a clear CTA, and if you’re unsure which CTA you should choose, make a test A/B.

· A good way to capture your target audience attention is through the image. So, it’s essential to choose a bright, eye-catching and original visual that can explain the content of your ad. On the other hand, you can use recognisable logos, introduce text or public figures, so they are more likely to look at the ad for notoriety. You can also use images of your products with “real” people, or you can also select graphics. Finally, if you decide to introduce text, make sure it’s legible with the mobile version.

Advertising specifications:

· First of all, you can include an ad name including up to 255 characters, but it is optional.

· LinkedIn allows to add a maximum of 600 characters, but it’s recommended to write less than 150 characters for the desktop version to avoid truncations. LinkedIn’s system automatically cuts copies with more than two lines (approximately up to 90 characters) in the mobile version.

· Regarding headline text, you must add copies with a maximum of 200 characters, but you should write up to 70 characters to avoid truncations.

· For the description, use approximately 100 characters to show all the text and avoid truncations, but you can add a maximum of 300 characters. However, consider that the character limit can vary for those ads that appear on third-party apps shown through the LinkedIn Audience Network.

· The destination URL must contain up to 2000 characters. On the other hand, some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· The URL prefix has to be HTTP:// or HTTPS://.

· In images terms, LinkedIn allows adding an image with a maximum of 7680 x 4320 pixels. However, it’s recommended to use an image size of 1200 x 627 pixels.

· The file types you can include are JPG or PNG with a maximum size of 5MB. There’re different images ratios to consider:

· 1.91:1: horizontal/landscape version.

· 1:1: square version.

· 1:1.91: vertical version.

· Finally, it must include a clear CTA (call to action). You can choose between Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Video Ads

Video Ad is also a Sponsored Content Ad type. There’re three video formats. First of all, the short one (5-15 sec.), which is a “gif” or a “cliffhanger”, and encourage users to learn more. The second one is the medium (-30 sec.), where product summaries or interviews can be included. Finally, the long one (+1 min), used mainly to show client case studies, appealing to emotions or giving knowledge.

Video Ad is also a Sponsored Content Ad type

Key recommendations:

· Show your crucial message in the first 2 seconds.

· Try to keep the video shorter than 30 seconds for awareness and consideration campaigns.

· Introduce different images to make the video more dynamic. It’s suggested to provide the information with graphics, people and text.

· The message can contain a personal greeting to show closeness and give a reason why. 

· Capture and keep your audience’s attention through storytelling to humanise your brand.

· Take into account that most LinkedIn’s members don’t hear the audio, so add subtitles.

· Make test A/B know which video obtains performing results.

Advertising specifications:

· Introductory texts are optional. In this case, it happens the same as the single image ad. It is allowed to add a maximum of 600 characters. For the desktop version, a headline text should include up to 150 characters to avoid truncations. On the other hand, LinkedIn cuts copies with more than two lines (approximately up to 90 characters) for the mobile versions.

· LinkedIn recommends keeping the headline text up to 70 characters to avoid truncation on most devices, but you can add a maximum of 200 characters.

· The video file type must be MP4. On the other hand, the audio format has to be AAC or MPEG4.

· The file size can be between 75KB and 200MB. Regarding the video sound file, it has to be less than 64KHz. On the other hand, video captions must be in SRT format.

· The video’s length is from 3 seconds to 30 minutes. And LinkedIn recommends adding 30 frames per second.

· Most successful video ads are shorter than 15 seconds long.

· A landing URL page is required with a maximum of 2,000 characters. The URL prefix has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· You can choose one of the following CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Don’t get blinded by the video hype.

Video works powerfully in the top and middle of the funnel stages, but not for the bottom of the funnel stage.

Carousel Ads

In June 2018, LinkedIn launched Carousel Ads which allows having sponsored content with a carousel structure. Companies can include up to a maximum of 10 customisable cards to draw the target audience’s attention.

Besides, you must consider this ad type is for companies with many services to offer or aimed to complicated or very complete services.

Carousel Ads

Key recommendations:

· Start with 3 or 5 cards.

· Tell your story, customer success stories or provide relevant information to your audience.

· Use original images to capture your target audience’s attention. So, the first card must make the best impression to encourage users to keep watching the other images.

· Make sure your goals can be reached with Carousel Ads.

· Depending on your goals, use lead gen form or landing pages. You can also do a test A/B to analyse which performs better.

· Test your ads by running several in a different order to know which perform better.

Advertising specifications:

· Regarding introductory text, LinkedIn allows to add a maximum of 255 characters but also recommends the same as for the single image ad and video ad; Less than 150 characters for the desktop version and up to two lines (90 characters approximately) for the mobile version.

· Headline text for each image card is a maximum of two lines to avoid truncation. In the case of a carousel ad that directs to a landing page, there’s a 45-character limit. For lead gen form CTAs, the text must contain up to 30 characters.

· The destination URL must contain up to 2000 characters. It has to begin with HTTP:// or HTTPS://. The URL prefix has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· The file type must be JPG or PNG with a ratio of 1:1.

· The max image dimension is 4320 x 4320 px. Still, it’s advisable to add images with 1080 x 1080 px to avoid grey mailboxes around the images, generating a bad experience for the target audience.

· LinkedIn allows to include between 2 and 10 cards with a maximum file size of 10MB. It’s important to take into that it’s not possible to add videos.

· You can choose one of the following CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

· Carousel Ads can be directed to different URLs, but all carousel ads will be linked to the same Lead Gen Form if the Lead Gen Form is chosen.

*Message Ads

Message Ads are one of the most customisable ones because it’s sent directly to the LinkedIn mailbox, allowing you to almost entirely editing its body content. This LinkedIn ad type is the best one to give your target audience a more customised experience. 

*The Sponsored Messaging will be suspended on 15th December 2021 due to evolving legal landscape.

Message Ads are one of the most customisable linkedIn Ads

Key recommendations:

· LinkedIn recommends launching message ads on Tuesday and Wednesday.

· High title senders, such as CEOs, have higher open rates.

· Spend heavier at the beginning of your campaign. The LinkedIn algorithm will only be sent to each audience member every 45 days. Therefore spreading your spending evenly will not make sense.

· Run on total budget mode rather than the daily mode.

· Focus your content on how your target audience can benefit from the conversation.

· Start your message with a personal introduction and explain the reason why you’re contacting them. Keep the copy short under 500 characters using bullets, italics, bolding and underlining.

· Increase amplification ads with posts, webinars or industry trends to increase awareness and consideration while running message ads for decision.

· Depending on the campaign goals, share product demonstrations or tutorials to attract leads.

· It’s recommended to use an image banner to generate an impact on your audience.

· If you have low CTR review the content to ensure the offer is engaging and makes sense for the audience. Also, make sure that the text is optimised for mobile.

· Include a short, customised and powerful subject line, with the following keywords: “Thank you”, “Exclusive invitation”, “Connect”, “Job opportunities” and “Join”.

· Text’s body should be interactive, and if you add additional hyperlinks, the CTR can increase by up to 21%CTA usually contains the following keywords: “Test”, “Free”, “Today”, “Click” and “Apply”. Use CTAs that communicates what users can expect on your landing page.

Advertising specifications:

· Name your ads by using 255 characters (spaces included).

· The message subject must be shorter than 60 characters, including spaces and punctuation.

· The message text must be shorter than 1500 characters.

· In the hyperlinked text in the message, use up to 70 characters.

· You can add an optional custom footer with a maximum of 2,500 characters.

· Regarding the sender, LinkedIn adds its profile image in the sender image.

· The banner image is optional. The file type must be JPG, GIF or PNG with 300 x 250 px and maximum file size of 2MB.

· The landing page URL must contain up to 1,024 characters. It has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· Use up to 20 characters for the CTAs.

Text Ads

Text ads show only on the desktop version located at the top of LinkedIn pages.

Text ads of LinkedIn Ads

Key recommendations:

· As we mentioned before, text ads are only shown in the desktop version. So, use it if you have higher traffic in the desktop version than in the mobile one.

· It’s essential to establish an aggressive offer to impact the target. Also, it’s advisable to turn off those ads with low performance.  

· Always add an image. Professional images have a more significant impact when it integrates human’s component.

· Ads that show a strong CTA (call-to-action), such as “Sign up now!” or “Sign up today!” usually have a better performance.

· Finally, we suggest using 2 or 3 active ads variations per campaign to analyse which strategy is more successful and turn off low-performing ads.

Advertising specifications:

· According to LinkedIn’s specifications, the logo image dimensions must be 100 x 100 pixels.

· The maximum length of 25 characters on the ad’s headline, including spaces.

· Ad’s description has to include up to 75.

· The landing page URL must contain up to 500 characters. It has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· Text Ads can appear in one of the following sizes: 300 x 250, 700 x 17, 160 x 600, 728 x 90, and 496 x 80.

· You can choose between these available CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Conversation Ads

Conversation Ad is based on having a conversation with your target audience. To generate effectiveness, it’s crucial to configure potential CTAs with different content and offers, to maintain and increase their interest.

Conversation Ad: having a conversation with your target audience

Key recommendations:

· If your team decides to launch a consideration campaign, we recommend you link blog posts, pre-recorded webinars or industry trends and analysis.

· In lead generation campaigns, you should share product demos or tutorials, customer success stores or invite prospects to attend an event.

· On ad’s creation, you must introduce yourself, including your name, title and the company you represent.

· Your conversation should have 2 to 5 layers, and at least 2 CTA buttons.

· We recommend avoiding using negative CTAs such as “Not interested” or “No thanks” CTAs. Also, keep your copy short and simple with a human and authentic tone.

Advertising specifications:

· Name your ads by using 255 characters (spaces included).

· Choose one of the available senders or add a new one.

· Include a banner creative up to a 300 x 250 px JPG or PNG banner and up to 2MB.

· You can upload an image up to 250 x 250 px that is a JPG or PNG and up to 5MB.

· Introduce an intro message up to 500 characters (spaces and punctuation included).

· The message subject must be shorter than 60 characters.

· Message text has to include up to 500 characters.

· In addition, you can also include a custom footer with a maximum of 2,500 characters.

· Also, you can insert top 5 buttons with 20 characters on each.

· The landing page URL must contain up to 2,000 characters. It has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

Event Ads

Event Ads is the newest ad type. It helps to expand your LinkedIn Events’reach and impact those professionals you want to attend your event. In addition, with this new format, LinkedIn provides new reporting metrics, such as engagements that convert to registrations. Consequently, it will be easier to demonstrate the ROI. Last summer 2020, LinkedIn launched LinkedIn Events, but you didn’t choose the single image ad. If you used this format, stop using it as it doesn’t provide specific metrics.

Key recommendations: 

· This format is only available for brand awareness, website visits or engagement goals. So, make sure your event is focused on these goals to obtain effective results.

· You need to create a LinkedIn Event page, as users will be redirected to this page after clicking the ad. That’s why you need to focus efforts both on the ad and so on the Event page.

· If you have to change the event page URL, you will need to duplicate your ads and insert the new link. So, you have to check the link is correct.

Advertising specifications:

· First, you have to include the event name with a maximum of 255 characters.

· You can also include an introductory text shorter than 600 characters. However, LinkedIn recommends introducing 150.

· The image must be 4:1 aspect radio. It will be pulled from the Event page to the Event Ad.

· The landing page URL must contain up to 2,000 characters. It has to begin with HTTP:// or HTTPS://.

Dynamic Ads

Dynamic Ads are not a self-serving advertising format. In other words, they can only be purchased offline. Should you be interested in launching one of the Dynamic Ads types, you can talk to us and manage this. They require Dynamic Ads require a minimum investment of $25,000 per quarter. There are three Dynamic Ads formats:

1. Follower Ads: This format allows companies to promote and encourage members to follow their LinkedIn Page or Showcase Page.

Follower Ads: This format allows companies to promote and encourage members to follow their LinkedIn Page or Showcase Page

Key recommendations:

· Use this format for brand awareness and consideration (engagement) campaigns. LinkedIn has introduced a follow button that allows advertisers to gain new followers.

· Add the users’ name and profile image to provide a customised experience.

Advertising specifications:

· Up to 25 characters you can use to add the company name.

· The ad description has to be up to 70 characters. You can choose from one of the suggested options or write your text. However, only suggested options are automatically translated.

·Up to 50 characters should be used in the ad headline. Also, you can choose from one of the suggested options or write your text. However, only recommended options are automatically translated.

· The minimum ad image size must be up to 100 x 100 px for JPG or PNG. Companies with smaller logos may appear pixelated. On the other hand, companies with larger logos will be reduced to 100 x 100 px.

· If members don’t have a profile image, the company logo will be centred. Also, if member names are not available, LinkedIn will use “LinkedIn member”.

· The CTA options are: visit the company that redirects to the page tab of your LinkedIn Page. Also, visit jobs that redirects to the jobs tab. And visit life, which redirects to the life tab.

2. Spotlight Ads: Through this format, your company can showcase your products, services, events, content, and so on. People who click your ad will be redirected to your website or landing page.

Spotlight Ads:  your company can showcase your products, services, events, content, and so on.

Key recommendations:

· Use this format for brand awareness, consideration (engagement) and conversion (job applicants) campaigns.

Advertising specifications:

· The ad description has to fit within 70 characters, including spaces. LinkedIn won’t translate the text automatically.

· Up to 50 characters should be used in the ad headline. LinkedIn won’t translate the text automatically.

· The CTA can contain a maximum of 18 characters.

· Company’s name should fit within 25 characters.

· The ad size image must be 100 x 100 pixels for JPG or PNG. Companies with smaller logos may appear pixelated. On the other hand, companies with larger logos will be reduced to 100 x 100 px.

· You can introduce an optional background image and 2MB or less. Its size is 300 x 250 pixels. However, note that this format removes the ad description and member profile image.

· The company logo and the background images have to be JPG or PNG with a file size of 2MB.

· You must add a landing page URL with a maximum of 500 characters. It has to begin with HTTP:// or HTTPS://. Some special characters, such as < > # % { } [ ] and others cause errors when they’re included. Finally, if you add URLs for third-party tracking, don’t use quotation mark characters within parameter settings to avoid technical errors.

· If members don’t have a profile image, the company logo will be centred. Also, if member names are not available, LinkedIn will use “LinkedIn member”.

· You can choose between the following CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

3. Job Ads: Finally, Job Ads allows your company to encourage relevant candidates to apply with your company. You can promote one or more job opportunities to qualified LinkedIn members based on members’ skills and experience.

Job Ads allows your company to encourage relevant candidates to apply with your company

Key recommendations:

· Job Ads are only used for job applicants’ campaigns.

· It’s vital to write personalised and attractive copies to encourage relevant users.

Advertising specifications:

· Ad description has to include up to 70 characters.

· Also, the company’s name should include up to 25 characters.

· The company logo must have a minimum ad size image of 100 x 100 pixels.

· Choose one of the pre-set CTAs or add your own CTA. For “Picture Yourself” and “Jobs Page” ads, the CTA is automated. On the other hand, you can customise the CTA for the “Jobs of Interest” ad. However, customised CTAs won’t be translated automatically.

Lead Gen Forms

You can capture qualified leads using pre-filled forms with data retrieved from the LinkedIn profile through the lead gen forms. They can be used only for conversion goals and Sponsored Content & Message ad formats.

Lead Gen forms perform better than a classical landing page as users don’t have to redirect to another platform, and fields are mostly pre-filled. In addition, users only optionally have to change contact addresses fields if they prefer being contacted by other ones. Consequently, through lead gen, form the process is easier and faster than using a landing page. We estimate form completion rates to be between 5% and 10%.

Lead gen forms are the centre of lead generation strategies carried with LinkedIn Ads

Lead gen forms are the centre of lead generation strategies carried with LinkedIn Ads

Key recommendations:

· Firstly, we propose using lead gen forms in conversion goals due to its chosen to generate qualified leads.

· It’s advisable to introduce less than 5 pre-filled fields. Users usually don’t feel comfortable with more than 5 questions. So, adding 3-4 questions will increase the form completion rate. If you have high form opens but a low conversion rate, consider removing fields.

· The more straightforward the user experience is, the more completed forms you will get. That’s why we recommend using pre-filled questions as much as possible.

· In case you need to use custom questions, use multiple-choice as members are likely to prefer that kind of question instead of writing.

· If you want to ask more than 5 questions or include open questions, we recommend testing more than one form to see which works better.

· On the other hand, the form’s messaging must be consistent and relevant for your audience. Also, make sure your copy and image match the CTA. Again, you can test more than one form to see which works best.

· You should check your form’s copy is not truncated. To do that, use the preview tool and if it’s cut, consider shortening it.

· When users click the ad and go to the form, they are in the bottom funnel stage. So, it’s essential to be honest with the value the user will get if submitting the form.

· The content form cannot be editedand in case your team need to make any changere-create it.

· It’s recommended to optimise the lead gen form creative every two months to avoid the content being outdated.

· Make sure you develop a qualified follow-up. Include information like how and when you’ll contact them.

Advertising specifications:

· Form’s name has to include up to 256 characters.

· The form language must be the same as you’ve chosen for your campaign.

· Offers headline cannot be blank and should include up to 60 characters.

· Finally, offers have a 160 characters limit, but they will be cut after 70 characters.

· The landing page URL has to contain up to 2,000 characters, and it must include HTTP:// or HTTPS://.

· Regarding the privacy policy, you can introduce a maximum of 2,000 characters.

· The CTA can include up to 20 characters and the confirmation message up to 300 characters.

· LinkedIn allows adding 12 questions fields. The available information to ask in the lead gen form is the following:

  • – Contact: First name, last name, email address, LinkedIn Profile URL, phone number, city, State/Province, Country/Region, Postal/Zip code, Work email, Work phone number.
  • – Work: Job title, function and seniority.
  • – Company: Company name and company size.
  • – Industry: Education degree, the field of study, university/school, start date, graduation date.
  • – Demographic: Gender.

· You can include 3 optional custom questions with a maximum of 100 characters in each. Custom questions count toward the 12-question maximum. The custom questions can be multiple to let users choose from a list of answers or a single line of text to allow members to bring their answers.

· If you prefer, you can add up to 5 custom checkboxes up to 500 characters to get members to consent to use their information. Custom checkboxes don’t count toward the 12-question maximum.


5. LinkedIn Ads funnel template

Depending on your company’s goals, you will need to focus on specific metrics.

Brand awareness and decision metrics for LinkedIn Ads campaigns

Build a realistic funnel forecast before launching the campaign and track it at least twice a week


5.1. Estimate metrics

We recommend building your funnel to analyse the sales pipeline. The following are the average LinkedIn Ads campaigns metrics:

General metric

  • · Frequency: 1.8 by a user (max. 4 users), so it’s essential to enlarge the audience.

Single image ad

  • · CTR: 0.46%
  • · Engagement rate: 0.75%
  • · CPC: 4.51€
  • · Lead gen form fill rate: 11.3%
  • · CPL: 88.37€
  • · CTR: 0.50%
  • · Engagement rate: 0.79%
  • · CPC: 4.51€
  • · Lead gen form fill rate: 11.3%
  • · CPL: 88.37€

Video ad

  • · CTR: 0.47%
  • · Engagement rate: 0.78%
  • · CPC: 4.51€
  • · View Through rate (2 seconds or click on the ad): 11%
  • · Completion rate (+97.5% of the video): 20.18%
  • · Lead gen form fill rate: 11.3%
  • · CPL: 88.37€

Message ads

  • · Open rate: 30% to 50%
  • · Cost per Send: 0.3€ to 0.6€
  • · Lead gen form fill rate: 23.20%
  • · CPL: 400€ to 500€

Conversation ads

  • · CTR: 14%
  • · Open rate: 50%

Text ads

  • · CTR: 0.02%

Dynamic ads

  • · CTR: 0.07%

Through a funnel template, your team will be able to know if your LinkedIn Ads campaign makes sense and also foreseeing the CPC (Cost per Click), CPL (Cost per Lead), among others. Finally, analyse those metrics to distribute the budget each week/month.


5. 2. How to calculate LinkedIn Ads costs?

Calculating LinkedIn Ads costs is a difficult task. That’s why we’re going to explain you through the below example how to calculate it in only four steps.

1. Size your audience:

Firstly, you need to size your audience, which it must be between 40.000 and 400.000 members.

2. The number of impressions:

Let’s say you have an audience of 100.000 members. LinkedIn would not show members the same ad all the time. That’s why we mentioned before that based on our experience, LinkedIn Ads frequency is 1.8. So, the number of monthly impressions will be 180.000 (100.000 x 1.8).

3. CPC:

On the right-hand side of the campaign manager, you can check the CPC costs, but they’re not typically 100% realistic. So, we recommend you calculate it in the following way:

· Take the average spend and increase by a 20% (low average spend number + high average spend number) x 1.2. In the example shown below, that’s 762 €.

· Then, take the average number of clicks and decrease by a 20% (low average spend number + high average spend number) x 0.8. In the example shown below, that’s 142.

 · Finally, divide the spend number by the click resulting number. In our example, that’s 762 / 142= 5.37€.

4. Investment:

As we estimated before, you have a maximum number of 180.000 impressions by month and a forecast CPC of 5.37€. To set your investment, you need to calculate how much you can spend (Click-through-rate or CTR). The CTR depends on factors such as your offer, your ad format, ad creative and so on. In this example, if we say you have a 0.20% CTR, the maximum monthly spend capacity will be = Impressions x CTR x CPC (180.000 x 0,2 x 5.37€ = 1.933€).

Calculate your investment precisely.

Don’t under or overinvest.

Linkedin Ads spend calculation and investment

For more detailed information about how to calculate the LinkedIn Ads campaign costs and investment, please read this article.

To calculate the costs of the campaign easily and prevent sales pipeline, we offer a free funnel template.

A mention of LinkedIn’s frequency

We indeed mentioned that the average frequency on LinkedIn is 1.8. However, only 9% of users who have seen the ad 2 times have filled the form. So, the 91% need to see the ad minimum 3 times to fill the form. To be precise, in order to get leads, it is ideal for showing the ad between 4 and 8 times to LinkedIn’s members. [Source: LinkedIn]


6. LinkedIn Ads budget

LinkedIn is an expensive platform, so be aware that your campaigns will need significant investment. During the first 2-4 weeks, it is essential to invest a more considerable amount of money to carry some testing and analyse how the campaign works. We suggest investing a minimum of 50 USD per day or 3000 EUR per month for the first month. That will generate data early on, so you can evaluate the effectiveness of the ads and finetune them.


6.1. Budget: Tips and Tricks

Finally, here are some essential budget tips to take into account:

· Mix brand awareness and conversion campaigns:

When having mixed goals, the bottom of the funnel goals will typically prevail over the top of the funnel ones. Dedicate at least 70% of the budget to lead generation and a maximum of 30% to brand awareness or consideration campaigns.

· Test your patience:

Test for a week regardless of how painful seeing your euros go is. Otherwise, you will waste your money.

· Fit your daily spend with the audience size:

Make sure you are investing the necessary budget according to the number of your audience’s members. You can use this formula: for every 100k users, it is recommended investing 150€/day.

· Use automatic bid

Choose the automatic bid function in case you’re not sure how much you should bid. LinkedIn uses historical campaign data and member information to automatically set your campaign’s bid. Also, you need to take into account that bid changes according to the audience attributes.

· Analyse your CPL (Cost per lead):

In a lead generation campaign, after two weeks from its launch, the CPL should be decreasing. Set the automatic CPC when launching the campaign, and then change it to the manual option, a way of having control, indirectly, on the CPL.

· Optimise your budget:

In case your campaign is reaching the budget faster, increase the daily spend or low your bid to get more cost-efficiency.

· Understand what audience is impacted:

Go to your campaign manager and find the impacted audience metrics, that will show you the characteristics of the impacted members. Finetune from there!   

Don’t have cold feet. Cutting daily budgets in excess will make your campaign not to run correctly.


7. LinkedIn Ads: Additional key information

In this section, we will explain LinkedIn Ads best practices and then go into best practices related to copies and visuals.

· Focus on one campaign and not 2:

It’s essential to be focused on one business goal and not with many. That’s why we recommend launching one campaign to performant results.

· Make sure your sales and marketing teams are aligned

Both teams must be aligned to define a marketing qualified lead. Consequently, you’ll be able to develop a qualified lead scoring strategy.

· Launch 4 or 5 ads:

LinkedIn will only show the same ad to one every 48 hours. Generate 4 or 5 ads in parallel to get more frequency. In addition, it will help to conclude which kind of visual and copy get optimal results.

· Think on mobile version:

Make sure your creatives are also considered for the mobile version.

· Use webinars:

It’s a good practice to build webinars to impact professional industries. As a result of COVID-19 crisis, webinars are becoming more critical than ever. LinkedIn confirms through research, 61% of B2B marketers use webinars as a marketing strategy, and it increased 120% in content aiming to drive webinars in 2020.

· Boost demand creation campaigns:

If your campaigns have a high engagement but low conversion rates, consider launching demand creation campaigns. Provide to your audience downloadable content, such as eBooks, guides, infographics, among others, to increase your visibility.

· Control your quality score:

Duplicating ads affects your Quality Score, which is then restored after a few hundreds of impressions.  

· Exclude your leads:

When the campaign is launched, and it starts to generate leads, remember to exclude them, so you don’t impact members already converted.

· Analyse your competitors:

You can look at the company’s LinkedIn pages yourself. There’s a tab for “advertisements” in the menu below “About”. Bear in mind that many companies have several pages and maybe they have campaigns in Germany, but they don’t do in other countries, such as the case of MediaMarkt Business.

LinkedIn Ads - Competitive analysis
LinkedIn Ads - Competitive analysis

· Consider setting up the LinkedIn Autofill option:

When developing lead generation campaigns through LinkedIn, you have two options: redirecting users to a landing page or to a lead gen form. If you finally choose to include a landing page, we recommend setting up the LinkedIn Autofill option. It allows to users pre-populate the form rather than filling in the form manually. To do this, you must do the following steps:

-Go to the campaign manager.

-Click the account campaign.

-Make sure the LinkedIn Insight Tag is installed on the landing page.

-Send your LinkedIn representative the list of domains you want to Autofill.

-Finally, you will need to introduce a code to the form of your landing page.

The best LinkedIn Ads types of copies

Launching a LinkedIn Ads campaign requires knowing which types of copies are the most effective and generate the best results. Write good copy combined with an eye-catching image. AB test your copyto check which copy generates better results. First, it’s important to know which type of content you should provide in each stage. So, let’s check some key content recommendations.


  • · Employee insights: On your organization, see who can help your target audience with relevant information. Provide relevant insights from your team and increase your credibility and awareness.
  • · Industry trends: Share with your target audience industry trends to help them in their strategies. In addition, you can make predictions in the future.


  • · Useful templates: Give templates to help your audience in their strategies. Also, you can provide a template to explain how your product or service can solve their problems.


  • · Evaluating guides: Save your audience’s  time by evaluating your products and services, so they can know easier which fits better with their problem.
  • · Case studies: People want to know customers’ opinion. So, provide some testimonials from your clients.

See this Buzz Sumo’s research, where they analyse several top B2B headlines that best work on LinkedIn. This research has been carried out through LinkedIn’s average shares.

· List format

List format is the headline’s type that gets the most shares. In particular, the most attractive B2B headlines on LinkedIn are:

X ways to 270 shares

X things you: 116 shares

X reasons why: 93 shares

X tips for 83 shares

X steps to 76 shares

X tips to 75 shares

· Future

Looking at the results, we can say professionals are attracted by content that explains possible future trends or research pieces related to facts that will happen. They need help in anticipating marketing and sales strategies in their business.

In this case, the copy that obtains the most significant attraction and interaction is The future of, with 145 shares of average.

· How to

LinkedIn users also value new knowledge. In this sense, the recommended B2B headlines to use are:

How to get: 110 shares

How to make: 96 shares

How to use: 63 shares

How to answer: 61 shares

· Rankings

Rankings are also highly exciting content for professionals. So, it’s also a type of copy your team can use:

The X Best: 81 shares

X Most: 77 shares

The Top X: 74 shares

· Why you should

Also, recommendations are a crucial content’s type for the target audience on LinkedIn. This headline has an average of 77 shares on LinkedIn, being also an attractive copy for the LinkedIn audience.

· The power of

This type of copy, with 74 shares of average on LinkedIn, gives relevance to a specific topic to impact your target audience.

· These are the / This is the

Finally, this headline is also used to mention a list of a specific topic and has an average of 63-73 shares.

Copies tips and tricks

· Compelling first sentence:

Write a compelling first sentence to encourage the target audience to keep reading the ad.

LinkedIn Ads - Write a compelling first sentence to encourage the target audience to keep reading the ad

· Questions and data-point:

Add data-point are both best practices to increase engagement and interest.

LinkedIn Ads - Add data-point are both best practices to increase engagement and interest

· Value:

Articulate why they should care about what you’re talking about in your ad and not just emphasize what you’re offering.

LinkedIn Ads - Articulate why they should care about what you're talking about in your ad

· Brackets:

Set expectations immediately indicating what the format of your offer is. Users will easier identify what your ad about is.

LinkedIn Ads - Set expectations immediately indicating what the format of your offer is

· Define the time dedication:

Tell your target audience that your content or offer is new and unique, to foster taking action. Also, users value spending a minimal amount of times take action.

LinkedIn Ads - Tell your target audience that your content or offer is new and unique

· Crop text effect in mobile:  

LinkedIn crops text in the mobile version. Just look at the mobile version, so you make sure your copy is wholly shown in all cases.

· A/B testing:

We recommend making an A/B test to analyse, which copy works better and gets better results.

· Concise:

It’s essential writing directly about next action (learn more and apply now), being as much as straightforward as possible (less than 150 characters).

Rewrite your copy several times / Reread it several times as an audience member /

Try several routes / Follow best practices.

The best LinkedIn Ads Images

Besides, it’s also essential to carry out an outstanding visual.  On your LinkedIn’s campaigns, you should also create several visual variations to compare performance.

Images: Tips and tricks

Here are some tips and tricks your team must take into account.

· Consistency:

The image must be aligned with the ad’s copy. When users review the latest posts on LinkedIn, they don’t usually spend a lot of time reading each post’s content.So, they must know what we’re talking about through the visual, capturing their attention.

LinkedIn Ads: The image must be aligned with the ad's copy

· Value:

Don’t show the value after clicking on the CTA. The content’s weight should show above the image. However, carefully balance as you don’t want to provide too much and disincentivize action.

LinkedIn Ads: The content's weight should show above the image.

· Human images:

Showing “human” content will have more impact than other kinds of visuals.

LinkedIn Ads: Showing "human" content will have more impact than other kinds of visuals.

· Creatives:

Try to be creative and different from what users are used to seeing on LinkedIn’s posts.

LinkedIn Ads: Try to be creative and different from what users are used to seeing on LinkedIn's posts

· Different approaches:

Information can always be explained in several ways. That’s why we recommend looking for other methods that fit with the ad’s content to impact the target audience.

LinkedIn Ads: Different approaches


· Storytelling:

Tell your story.

LinkedIn Ads: Storytelling, tell your story.

· A/B testing:

We suggest making an A/B testing to analyse which visuals works better and gets better results.

Always think about the image and text combination.


8. Key successful stories with LinkedIn Ads

After going into detail with the key aspects of creating an optimal LinkedIn Ads campaign, let’s take a look at the stories of some companies that have achieved their marketing and sales goals thanks to LinkedIn Ads. We also mention case studies in this post.


  • · Problem

Siemens had two main goals. The first one was to promote its professional training product called Sitrain. On the other hand, they wanted to promote their Siemens Cerca programme.

  • Solution

The company chose LinkedIn to develop both campaigns, and they carry out Dynamic Ads to improve CTR and the Engagement rate.

  • · Key results

Thanks to the campaign, they obtained 222k impressions and 800 clicks. In addition, they got 291% growth of Sitrain’s website traffic and 71% growth of Siemens Cerca programme landing page traffic. Finally, they obtained 26% leads in Siemens Cerca.

Sony Channel

  • · Problem

Sony Channel wanted to make known its Shark Tank show. That’s why they needed to focus on their target audience that would be interested in the show.

  • · Solution

They decided to launch a campaign on LinkedIn to impact the right audience through sponsored content (the single image ad format) and sponsored InMail.

  • · Key results

The results of the sponsored InMail were 77% open rate and 11.5% CTR. Regarding the sponsored content, they obtained +55k impressions, 3.47% engagement rate and 2.56% CTR.

The succeed for three reasons; they impacted a specific target audience, and they offered relevant content about the programme through both formats. As a result, they obtained greater interaction.

Land Rover Colombia

  • · Problem

The company wanted to reach management positions to introduce them to the new vehicle models. They wanted to impact decision-makers in order to offer them new vehicles. Consequently, Land Rover needed a platform to target this specific audience with a direct message.

  • · Solution

Finally, they opted for the LinkedIn Ads, and they used the Sponsored InMail format. The company used the Mass Affluent targeting option to impact managers with more than 15 years of experience.

  • · Key results

At the end of the campaign, they obtained 46% open rate and 19% CTR. The success’s key factors were the targeting strategy, the format, and a clear Call to Action.

Schneider Electric

  • · Problem

Schneider Electric wanted to communicate a new product launching to a specific target: senior decision-makers from Finance, Purchasing, Engineering and IT industries. Also, they had to work in small and medium companies.

  • · Solution

They launched a campaign on LinkedIn Ads using sponsored content with the lead gen form. In the ads, Schneider showed how much costs a downtime hour to your business.

  • · Key results

Thanks to the campaign, the company generated a 10x return on investment by obtaining leads in the decision stage. On the other hand, they also increased awareness in a specific audience.


9. [Checklist] Steps to follow to launch a LinkedIn Ads campaign

As a LinkedIn agency, we wanted to provide you with our available information to help you to build an effective campaign on LinkedIn Ads. Through our experience, we can conclude that LinkedIn is the leading platform for B2B, and that’s why it’s essential to know how to use it optimally. So, we hope that the information was useful to rocket your sales.

As essential points, remember the five fundamental rules:

1.- Understand if it’s possible to launch a campaign on LinkedIn

2.- Analyse your business goals.

3.- Choose the right format according to your company’s goals.

4.- Follow the key recommendations for copies and visuals.

5.- Distribute your budget strategically and optimize your campaign according to metrics.

Finally, this guide concludes with a checklist to take into account all the elements to launch a campaign on LinkedIn Ads.

To conclude, it is vital to take into account all the elements to launch a campaign on LinkedIn Ads. Additionally, we have built our LinkedIn Ads setup checklist you can download here:

LinkedIn Ads setup checklist

For any questions or opportunities to carry out a campaign on LinkedIn Ads with us, we’re here to help!