What’s the Best Way to Generate High-Quality B2B Leads on LinkedIn?

top linkedin lead gen strategies

Several of our partnerships here at Tuff are with B2B businesses who are looking for new and fresh ways to generate leads – and quality ones at that. B2B is a different ballpark than D2C and you have to get creative when it comes to how you target, the ads you test, the CTAs you push, and the means you use to convert people into leads.

We’re beginning to find out that digital advertising has become the primary way to drive B2B leads – $442 billion worth of sales happened because of digital advertising, accounting for 62% of the total advertising sales that occurred all over the world. When you’re looking for a digital advertising channel to find these leads, you’re going to want to find one where you know your audience will be – and that’s LinkedIn.

Benefits of using LinkedIn as a B2B marketing channel

It probably comes as no surprise that LinkedIn is THE channel to be on if you want to reach an audience of professionals. Seeing as the purpose of the channel originated as and still stands as a way to connect business professionals to new career and educational opportunities, that’s the network you can find on LinkedIn.

As of this spring, LinkedIn has reported it has 675 million monthly users, 40% of which are on the platform on a daily basis. That’s a whole lot of people to be reaching – a whole lot of ENGAGED people. If you’re looking for a marketing channel that you can rely on as a way to reach new leads and assist with your B2B efforts, you’ve pretty much just found your place.

Audience targeting options on LinkedIn

Not only is the audience you’re likely looking to hit on the platform, but LinkedIn also provides some of the best targeting options to reach business professionals. Since users decorate their LinkedIn profiles with a ton of information, such as their education, job title, company, accolades, skills, and more, you’ll have access to targeting people by these parameters. Some of the most useful ones we use on a regular basis are:

  • Company Name
  • Company Industry
    • This parameter can often be a little broad – this article breaks down which more niche industries fall into a broader category!
  • Job Title
  • Job Function
  • Job Seniority
  • Member Skills

linkedin audience targeting

LinkedIn also offers the option to target lists of contacts or companies if you have a large volume of either of these that you want to reach. The company list targeting allows you to upload a list of company names that will then be matched against the 50 million LinkedIn pages on the platform. The platform recommends that you upload a list of at least 1,000 organizations and allow it to match for at least 48 hours. The most important fields LinkedIn recommends you include to provide accurate and effective matching is the LinkedIn Company Page URL.

These targeting options will help you tailor your targeting to exactly the type of audience you’re looking to reach – and you can even break down performance by demographic once you’ve started running your campaign to see how each job function or company industry is targeting.

Driving leads via your website or native lead generation forms

Once you’ve nailed down your audience targeting, it’s time to decide exactly how you want to collect these leads. You may want to drive this audience to your website so they can learn more and submit their information. However, driving traffic away from LinkedIn needs to make sure you have a really optimized experience once you get there (and don’t get us wrong – we’ve got the skills to help you do that!)

However, LinkedIn also offers a native lead generation feature where users can click the ad and open a form where they’re able to submit their information, all while never leaving their current browser window. These forms are customizable, so you can ask the typical information you may need to qualify a lead, such as:

  • Name
  • Email address
  • Phone number
  • Company name
  • Job title

linkedin native lead genThe best part about this is that since most of this information is already part of a user’s profile set-up, the platform will auto-fill most this information in the form without the user having to input it themselves, which leads to higher lead submission rates! There’s also the option to include a custom field where users can select a multiple choice response or type something in if you need additional pieces of information that LinkedIn doesn’t offer.

We test a few different ways to drive these leads – we can either just encourage them to submit their information so they can learn more about the company’s products or services, or we can encourage them to submit their information to gain access to a resource or other piece of content from the company. In order to customize this, once someone submits their information via the form, they’ll be taken to a “confirmation” portion of the form where they’re met with a short message and a CTA button that you’re able to customize. You can drive them to a landing page or your website to learn more with the CTAs “Visit company website” or “Learn more,” or you can drive them to a piece of content using the CTAs “View now,” “Download now,” or “Try now.” For the latter, where you’re granting them access to a piece of content, you can link to a page that has the content either on a web page or as a PDF.

Offering content as a valuable incentive to collect lead information

linkedin adWe’ve found that when it comes to driving leads, offering a piece of content in exchange for a user’s information tends to be more successful. Especially in the B2B space, content is becoming more important than ever – 54% of decision makers spend more than an hour a week reading and reviewing thought leadership, and that same amount more frequently purchases a new product/service they had not considered before once they’ve read a compelling piece of thought leadership. Whether it’s an e-book, a white paper, a guide, or a checklist, promoting a piece of content that’s unique to your business will increase the value for someone deciding if they want to fill out the form.

While this strategy is completely possible with LinkedIn’s tried and true Sponsored Content ads, LinkedIn has also released a new product that we’ve been testing lately at Tuff – Document Ads. These ads showcase a preview of a document (in PDF, PPT, PPTX, DOC or DOCX formats) and require a user to submit a form to unlock the full document. They stand out in the newsfeed as a piece of content, which is attention-grabbing as it is, but they also don’t require visiting another page or downloading the resource if they don’t want to – they can simply read the full resource directly in the platform.

Results from real Tuff partners!

We’ve been testing in-platform lead generation with a few of our B2B partners in an effort to increase lead volume after originally driving to the landing page, and it has led to an increase in leads – and, even better, an increase in qualified leads.

linkedin ad exampleRadion Health partners with brokers and consultants to offer level-funded and medical stop-loss insurance to small employee groups, and LinkedIn has been a top-performing social channel for them since we began working with them over the summer. We began to see lead volume decrease and CPLs spike after a few months of driving to the landing page, so we made the adjustment to lead generation campaigns – and leads increased by 265%. These leads also had an over 60% qualification rate, a 164% increase in quality compared to the period before.

Another one of our partners, Multiverse, which builds professional apprenticeship programs that companies can offer in place of corporate training or to adults who are looking for an alternative to college, has also relied heavily on LinkedIn for their B2B lead generation efforts. After testing driving to a landing page with a form from our ads, we switched to lead generation in October and have seen a 3x uptick in qualified leads compared to the period before.

We’ve also been testing Document Ads with a native lead generation form versus Sponsored Content ads driving to a landing page to promote a piece of content for Multiverse. For one particular report, we’ve driven 17 leads from the Document Ads compared to 1 from the Sponsored Content ads during the same time period!

Are you looking to drive leads through LinkedIn?

If driving leads through LinkedIn is on your radar for 2023, we recommend utilizing its products such as the native in-platform lead generation forms or Document Ads and testing them to see what works best with your audience and with your offerings! If you’re looking to get started with LinkedIn advertising or take your existing strategy to the next level, let’s talk!

top linkedin lead gen strategies

LinkedIn Ads Best Practices: 4 Tips for Your Next Campaign


linkedin ad best practices

You’d be forgiven for dismissing LinkedIn as just a place that people go to when they’re looking for jobs. After all, that’s how it was marketed to so many of us not so long ago. But LinkedIn has evolved. 

From posts from founders confiding about business decisions they’ve had to make, to professional communities being built, and even to memes being shared, LinkedIn has begun to carve its place in the Hall of Social Media Apps. It has become a space for professionals to come together to network and interact.

It’s easy to forget that professionals are humans too. And humans all have a natural desire to connect with others. LinkedIn makes that possible, and as it happens more, naturally, their advertising offerings improve. That’s why now might be the best time so far to advertise on LinkedIn .

If you’re going to do something, you may as well do it right. So here are four tips on how to get it right when you do finally dip your toe into the LinkedIn sea.

Why LinkedIn Ads? 

First, let’s consider the all-important question that Simon Sinek made popular: “Why?”

Why advertise on LinkedIn? After all, LinkedIn ad costs tend to be much higher on LinkedIn than they are on Facebook or even… dare we say it, TikTok.

That’s a great question. Here’s the great answer:

You should advertise on LinkedIn if it makes sense for your product or business. Advertise there if you have the budget, and want to reach decision-makers.

LinkedIn has an array of targeting options that advertisers and social ads experts close their eyes and wish would be on Facebook. Targeting like company, member skills, job traits, and seniority are just a few of the options available on LinkedIn. These are options that Facebook can only come close to replicating with a tool like Clearbit.

Those targeting options alone almost make LinkedIn ads worth the price of admission. The ability to reach key decision makers or users with a particular set of skills could produce higher quality leads than what you may see on Facebook and Instagram. So sure, you’ll pay a bit more per lead, but the leads you get will actually move the needle.

So, what should you consider when running LinkedIn  Ads? Glad you asked.

4 Best Practices to consider when running Linkedin ads

Know Your Audience

The first thing may seem obvious, but it can’t be underestimated. When running LinkedIn ads, as I’ve alluded to up to this point, cost can be a major issue if you aren’t careful. One of the quickest ways to drive up costs is to target the wrong audience with your ads.

LinkedIn has a war chest of amazing targeting options that can get your ads in front of key decision-makers that could buy your product. LinkedIn also has targeting options that could get your ads in front of tons of people that are almost perfect – that is, people that would happily buy your product, but it isn’t their decision to make.

The way to avoid the almost-perfect people is to pay attention to the targeting that you’re using and make sure that you’re including targeting parameters that will allow you to hit people with the proper amount of seniority.

Managers, directors, vice presidents, founders, and C-suite executives are all options that you could choose to increase the odds of you getting in front of a decision-maker.

Aside from seniority, LinkedIn also gives you the ability to go after member skills and member traits. The advantageous thing about these options is they allow you to go after people who would actually know how to use your product.

One example of this is a Learning Management Solutions company targeting content creators. By targeting content creators who also have video recording and video editing skills, the LMS company could place their ads in front of an audience who self-reported having the necessary skills to use the product.

Choose The Right Ad Type

Next, you’ll want to select the right ad type. LinkedIn has multiple different ad formats that you can use depending on your campaign objective and your needs. Along with choosing the correct audience, you’ll want to make sure that you choose the ad format that’ll connect with your audience.

The ad formats that LinkedIn offers are: 

  • Carousel ads
  • Conversation ads
  • Message ads
  • Follower ads
  • Spotlight ads
  • Job ads
  • Lead gen Forms
  • Single Image Ads
  • Single Job Ads
  • Text Ads
  • Video Ads

One of the limitations of LinkedIn ads is that as of the time this is being written, you cannot mix ad formats in a campaign. So choosing the correct format will save time, frustration, and money in both the short and the long run. Reviewing LinkedIn ad examples can be a great place to start. 

For example, If you decide to test video ads vs Single Image Ads, you’ll need to create two separate campaigns instead of creating them in the same campaign as you would on Facebook or Pinterest.

Develop the Right Creative and Copy

The third best practice is to choose both the correct creative and the correct copy for your LinkedIn ads. You have the opportunity to get incredibly granular with your targeting, so you also have the chance to personalize your creative.

The temptation to just repurpose the assets that you use on Facebook will be strong, but I’d caution restraint in that area. Linkedin is a different platform and deserves a tailored approach if possible. It has humans, sure, but the environment and the behavior are different.

When people are on Facebook and Instagram, they’re scrolling and looking to connect with family and friends colloquially. They’re also there to be entertained, and while nobody will admit it, they’re there to discover new products.

On LinkedIn, the priming is different. It feels more professional. As such, people expect to see more professional content. The balancing act your ad has to do is to be a scroll stopper while also feeling like it belongs in the room.

To accomplish that, consider your audience. Think about their world and their pain points. Think about what they’d want to know about your product before they were ready to learn more. Think about what they wear to work. Consider who their best friend at work is. Show that in the creative. Say that in the copy.

Test Fast, Learn Fast, Move Fast

Finally, understand that it’s not likely for you to get it 100% right on the first try. To be successful with LinkedIn  Ads, you need to adopt a growth mindset.

The person that’s afraid to fail is the person that’s afraid to win. So there has to be a certain tolerance for testing new things and being willing to get it all wrong.

The important thing is that you fail fast. Contain your losses. Learn from the failures. Iterate and move on to the next test.

Test different creative concepts and different copy. Give different targeting options a go. Learn if videos or single images work best for your audience. Ask yourself what would happen if the ads went to a different landing page.

Test a bunch of different things quickly. Learn from your tests. Don’t panic but manage your losses. Iterate and grow.

Man walking into building.

LinkedIn Advertising in 2022: LinkedIn Ad Examples From Tuff Clients

Man walking into building.

Author’s Note: This post was originally published in 2020. It has since been updated for 2022! 

LinkedIn advertising has been quickly gaining momentum as a critical tactic for our clients at Tuff —and for good reason. As a growth marketing agency, we’re constantly testing new channels and tactics to find the right mix for our partner’s target audiences. In this article, we’ll show LinkedIn ad examples for a variety of tactics and industries. 

Unlike Facebook, Twitter, and Google, with LinkedIn advertising, you can connect with granular, business-oriented audiences with targeted copy and creative. 

LinkedIn has gotten a rep in the past that it’s only useful for B2B marketing. And while that is somewhat true – and we’ll provide a few examples below – we’ve also seen great success testing the channel for B2C efforts, too! Linkedin’s member base consists of a more engaged, professional audience than some other channels, so it’s a great place to be if you’re looking to promote a product or service that may best be served to this particular audience when they’re paying the most attention.

At Tuff, we’ve known the value of a comprehensive LinkedIn ad strategy for the last couple of years. We ran our first LinkedIn advertising campaign back in March 2017 and are still actively running campaigns for clients today. 

Example of a LinkedIn ad.

This is the first campaign we ran (ever!) on LinkedIn. It looks a little out-dated now but back then it was CUTTING-EDGE stuff.

We’re also willing to bet that LinkedIn will continue to grow throughout 2022 and beyond, especially as LinkedIn advertising features continue to improve and advance to match the same level of sophistication as other paid acquisition channels. 

That’s why we recommend LinkedIn display ads to a variety of our partners, B2B, SaaS, and eCommerce, especially those with valuable content, brand awareness goals, or leads to collect.  

In this post, we’ll take a look at some of the LinkedIn ad campaigns we have run so far in 2022 alongside our partners. 

Using LinkedIn for B2C Advertising Campaigns

Promoting Certificate Programs to Professionals for Pathstream

Goal: Driving leads

Campaign Objective: Website Conversions

Campaign Type: Sponsored Content

Creative Type: Static images

Pathstream offers certificate programs in partnership with Facebook, Tableau, Salesforce, and Asana and in partnership with universities throughout the country to help people who are looking to switch careers by learning something new or those who are looking to advance their careers by building upon their existing skill set. They’ve seen great success from Facebook campaigns, but we knew there was an audience on LinkedIn that we could very easily reach while they’re already scrolling through the channel for career-acceleration opportunities.

We leveraged Sponsored Content with the goal of generating leads by sending our target audience to campaign-specific landing pages where they could fill out a form to learn more about the certificate program they were shown. We learned shortly after launching that the best way to really make sure we were showing to a qualified audience for each program was to TEST TEST TEST these audiences.

We launched the campaigns by targeting an audience with relevant Job Titles AND 1-10 Years of Experience for the Digital Marketing program and an audience with the “Project Management” Skill, Years of Experience, and entry-level Job Seniorities for the Project Management program. In March, we layered new audiences into both programs built around another targeting option – Job Functions:

Project Management:

LinkedIn targeting for Project Mangement

Digital Marketing:

Digital marketing targeting on LinkedIn

Job Function targeting allows us to get a little broader and reach those we may be missing out by only hitting Job Titles, but the Years of Experience and Job Seniority targeting parameters still allow us to hone in on those who are not too far in their career and are looking to make a switch or advance where they currently are.

These audience tests helped us glean insights based on which audience was converting more, AND we were able to drive even more leads! By the end of April, the Digital Marketing Job Function audience had driven nearly double the leads than the original audience, and the Project Management Job Function audience, despite driving 4 fewer leads than the Skill audience, had contributed to a $20 lower CPL.

With the abundance of targeting options that are available in LinkedIn, it’s really important to ensure that you’re testing these audiences to find the one that engages with your ad and, ultimately, converts the most.


Getting in Front of Newcomers to the U.S. for Nova Credit’s B2C Efforts

Goal: Driving credit card pulls

Campaign Objective: Engagement

Campaign Type: Sponsored Content

Creative Type: A/B testing video and images

Nova Credit is a financial technology company that helps newcomers to the U.S. apply for financial services using their international credit scores from their home countries as long as Nova Credit services that country. 

Since we are looking to reach people who have just moved to the U.S., we have been taking advantage of LinkedIn’s Member Trait targeting options of “Recently Relocated (International)” and “Ex-pat.” Member traits are distinguished by members’ behaviors and actions they take on LinkedIn, their profile, their device preferences, and/or their general location inferred from their IP address.

LinkedIn Targeting for Newcomers

While our goal is to drive conversions from the campaigns, we have been testing the Engagement campaign objective. This objective shows the campaign to people who are most likely to like, share, comment, view, or click on the ads or follow Nova Credit’s LinkedIn company page. We bid on a “cost per engagement click” model, which means we’re bidding anywhere from $2-5 for an engagement click, making the objective fairly affordable with efficient cost-per-conversions – and we know that LinkedIn can oftentimes cost more than advertising on other platforms  

Through running these tests, we’ve found that LinkedIn has been the top channel in terms of driving conversions compared to the other channels we’re testing, which include Facebook, PPC, and Quora. And not only that, but it’s been one of the most efficient in costs due to the engagement objective.

Testing Video and Messaging to Mental Health Providers for Headway

Goal: Driving leads

Campaign Objective: Website Conversions

Campaign Type: Sponsored Content

Creative Type: Video

Headway is a software company in the mental health space that is working to build a virtual network of therapists who accept insurance that will help patients find more affordable access to therapy and care. We partner with them to target mental health care providers who are either working with insurance companies directly and looking to offload the work that comes with that or who have not yet considered working with insurance companies but would if they could find a helpful tool like Headway.

One element we began testing when we began our partnership with Headway was which creative type worked the best at encouraging providers to convert. It’s important to keep in mind with creative testing on LinkedIn is that you choose the ad format on the campaign level – so you can only set up ads within that format in your campaign. If you want to test between two formats, you’ll need to run 2 campaigns. In January, we ran static image videos but after a month or so of low lead volume, we switched to new video creative that our team had designed – and after swapping to video, the ads generated a 28% increase in click-through rate.

Creative for video ads on Linkedin

Since we saw a stronger CTR from the video creative, we deemed video as the winner and have been running video-only campaigns over the last few months. 

Another element that has led to a large spike in performance at a more efficient cost is the messaging in the ads. Headway services a select number of states throughout the country based on where they have large quantities of patients to work with, so our targeting approach has been segmenting the campaigns out by state and Job Titles. In March, we began to call out the states and statistics around the number of patients in each state in the ad copy. This doesn’t involve a ton of lift on our creative team’s end – we were able to simply swap a different state abbreviation or number depending on which state’s ad it was. 

The difference in performance, specifically the CPL, was very significant. When comparing March-April vs. January-February, the ads generated a 71% decrease in lead costs. While we’ve learned that testing and fine tuning our targeting on LinkedIn is very important, it’s also safe to say that our creative – both the image/video and ad copy text – truly make a difference as well.

Creative Split Test LinkedIn for Headway

Using LinkedIn for B2B Advertising Campaigns

Leveraging LinkedIn’s Company List Feature for Nova Credit’s B2B Efforts

We also partner with Nova Credit to promote their products to financial institutions who are looking for a way to tap into a new market of consumers, and we have been leveraging LinkedIn to get in front of these professionals. Their team provided us with a large list of companies they were looking to target. 

LinkedIn offers company list targeting that allows you to upload a list of company names that will then be matched against the 50 million LinkedIn Pages on the platform. 

LinkedIn recommends the list size be at least 1,000 organizations and to allow it at least 48 hours, or sometimes longer, to generate once uploaded. 

They offer a template to follow so that you can provide all of the appropriate fields to ensure the highest match possible. These fields include:

  • Company name
  • Company website
  • Company email domain
  • LinkedIn Company Page URL*
  • Stock symbol

While not all of these fields are necessary to properly match, the channel recommends you have at least company name, company website, and, most importantly, the company page URL. This last field requires you to manually find the LinkedIn page for each company you’re looking to target, but it’s well worth the match rate you’ll get once you upload.

The list we uploaded was only a couple thousand, but we were able to match to over 2 million members on the channel! From there, you can append more granular targeting options, such as Job Seniority, Job Functions, Years of Experience, or Job Titles. We layered Job Title targeting options into the B2B audiences so we could reach the most relevant people at these companies.

This targeting has allowed us to generate over 150,000 impressions in just over a month to aid with driving brand awareness around Nova Credit’s offerings to lenders and underwriters, all while specifically targeting the companies they truly want to be in front of!

How Are You Using LinkedIn Advertising?

At this point, it’s pretty clear that there is a lot more we can do to fully activate LinkedIn campaigns outside of just targeting Job Title or Company Industry. By taking advantage of the channel’s other features, we’ve been able to layer LinkedIn into our paid social channel mix to reach our target audience in new ways and with new messaging, and there is so much more to explore! If you’re looking to take your LinkedIn advertising to the next level, let’s talk!

LinkedIn Ads Cost

How Much Do LinkedIn Ads Cost?

LinkedIn Ads Cost

Author’s Note: This post was updated on Feb 1, 2022, with updated data, resources, and templates for you to use. 

It’s a simple truth that success in business requires success in advertising. As businesses evolve and learn to operate and diversify their channel mix, growth marketing becomes more important with each passing day. As a growth marketing agency, it’s our job to test new channels with clear metrics, kill ones that don’t work, and scale up the channels that do. 

For many business owners, online advertising begins and ends with Google Ads and Facebook Ads. However, while LinkedIn Ads cost more, savvy businesses recognize the specialized benefits this platform offers.

If you need a new channel to generate leads and traffic, LinkedIn can present an ideal solution. What’s more, if you work in the B2B space, LinkedIn offers a veritable goldmine of potential customers. According to data collected in 2021, Linkedin is the most used social media platform for B2B marketers at 96 percent.

LinkedIn Ads Cost: Is It Worth It?

Though LinkedIn stands as a juggernaut in the world of B2B commerce, its advertising opportunities can provide clear benefits for companies of all shapes and sizes. Whether you own or market for a university, nonprofit, or another type of organization, you can utilize LinkedIn for targeted goals to achieve success. 

Also, keep in mind that the ROI on your LinkedIn Ads cost is not only apparent in new customers, but also in potential employees. Any savvy business owner knows that finding the right applicant is less about dangling a hook, and more about finding the right spot and casting a net.

That said, B2B companies do represent the standard candidates for LinkedIn advertising. Before you commit resources to the platform, ask yourself whether a career-minded professional would have an interest in your service, product, or offer. If your answer is “yes,” then LinkedIn likely offers a good avenue for you to follow. 

Remember, people join and engage with LinkedIn to further their careers, network with other professionals, establish business contacts, and find new jobs. Whatever your offer or message, it needs to appeal to people engaged in these activities. 

How Do LinkedIn Ads Work?

Though LinkedIn advertisements do not appear as obvious as ads through other platforms, an engaged user will encounter them on a daily basis. As typical with online advertising, LinkedIn Ads cost different amounts and exist in different forms. If you decide to advertise on this platform, you can choose between Sponsored Content, Sponsored InMail, Text Ads, and Dynamic Ads.

Sponsored Content

The native advertisements users see most frequently, Sponsored Content operates on the LinkedIn Ads cost-bidding structure to surface in users’ news feeds. When it appears, a piece of Sponsored Content will look similar to any typical LinkedIn post. You can create Sponsored Content in a few different formats. 

Single image ads are typical feed ads composed of a single image paired with some text. A video ad allows you to substitute a short clip for the static image. Lastly, carousel ads consist of a swipeable series of images that allow advertisers to tell a story, display multiple offers, or provide an audience with business insights.

Sponsored Messaging

With Sponsored Messaging, you use LinkedIn Messaging to send advertisements to specified prospects. This program only targets people who engage with LinkedIn frequently. It also comes with delivery caps that increase the chance your messages actually get read. Sponsored Messaging is ideal for a few types of goals, including:

  • Reach your audience in a personalized way
  • Keep potential clients engaged to drive qualified results
  • Accelerate your lead pipeline

In addition to your unique goals, you can also choose between two different messaging ad formats- Message ads and Conversation ads:

  • Message ads: Drive stronger engagement and responses than traditional emails. Message ads also offer one call to action button.
  • Conversation ads: Turn conversation into quality conversions. Conversation ads offer multiple call to action buttons that can link to specific landing pages or lead generation forms.

Text Ads

Text ads appear on a desktop in LinkedIn’s right column area. You can choose between four formats for these ads: horizontal, long, tall, and square. With text ads, you can directly target a premium audience to derive top-quality leads. Text ads also allow for tight control of how much your LinkedIn Ads cost. For example, this type of ad has no contract or commitment requirement. You only pay for ads that work via clicks or impressions.

Dynamic Ads

These ads capture immediate attention with ads automatically personalized for the individual user. Dynamic ads feature a LinkedIn member’s own profile data, including company name, profile data, job title, a photo, and more. Thanks to automation, you can launch dynamic campaigns quickly with individually populated ads across the LinkedIn desktop. Dynamic ads are ideal for a few types of goals, including:

  • Personalizing the experience for your audience members.
  • Automated individual campaign at scale
  • Customizable ads for the specific market objective you are looking to capture.

What Is the LinkedIn Ads Cost Breakdown?

With LinkedIn, you customize the amount you spend and bid on ads. This means that LinkedIn Ads cost different amounts from campaign to campaign. Typically, advertisers on Linkedin pay an average price of $5.26 for every click. 

LinkedIn requires a minimum bid of $2 for CPC and cost-per-impression (CPM) campaigns. This results in averages of $5.26 for the clicks and $6.59 for every 1000 impressions your ads generate. Sponsored InMail presents the most expensive option, with an average of around $.80 for each send in the campaign.

Your actual LinkedIn Ads cost will depend on three factors

Target Audience

Advertising on LinkedIn centers on competition between advertisers for a target audience. If you want to go after a high-demand audience, you will pay more for your campaign. There are two reasons for this: the audience’s perceived value, along with the number of competitors for their attention.

Bid Amount

Of course, the amount of your bid also influences your LinkedIn Ads cost. Though you will never pay higher than your bid amount, you will pay some percentage of it. This occurs because LinkedIn’s advertising auctions require the winner to pay one cent more than the runner-up bid.

Ad Relevance Scores

The relevance and value of your ad plays a huge factor in your LinkedIn Ads cost. If you achieve a high score in regards to relevance, your expenses will actually decrease. This occurs because LinkedIn actively wants to provide engaging ad content to its users.

Your Budget and Bidding Options

LinkedIn Analytics

Advertisers on LinkedIn have three options for the control of an advertising budget. 

Total Budget: You set a total budget for the entire ad campaign. This works best for those who want to quickly deliver a campaign for a set amount of money. The minimum you can spend is $10 per campaign.

Daily Budget: Another type of budget with a $10 minimum, the daily budget suits those who want to design a campaign that runs on a continuous basis.

Setting Bids: As discussed above, setting a bid means that you identify the maximum amount you will spend for impressions, clicks, or sends. You will never pay more than your bid. For this option, LinkedIn has established a $2 minimum for every click.

You have three options when you bid for LinkedIn Ads. The first is cost-per-click (CPC). This means that you pay when users click on your ad. If you want to drive traffic to a website or generate leads, this presents a great bidding option.

Cost-per-impression (CPM) ads are the second bidding option. With these, you spend money each time your ad generates 1000 impressions. An impression means that someone has seen your ad, but not necessarily interacted with it. This bidding option typically appeals to companies who want to increase brand awareness.

The final bidding option, cost-per-send (CPS) applies only to those engaged with Sponsored InMail. When you bid CPS, you set the maximum price you will pay for every user that receives your Sponsored InMail advertisement. Since this lands advertising directly in a user’s mailbox, it works best for companies who wish to target specific users with a product or service.

How Do LinkedIn Ads Compare to Other Platforms?

Put simply, LinkedIn Ads cost more than advertising on other platforms. For example, one study showed that the median CPC for Facebook Ads comes in at $0.97. The same study pinned LinkedIn at $5.26 CPC. Though this represents nearly a 10x multiplier, however, the leads found through LinkedIn tend to generate much more value. 

In addition to higher-quality leads and a better ROI, Linkedin converts at an astonishingly high rate compared to competitors. A recent Hubspot study showed, LinkedIn site visitors’ conversion rate is 277% higher than other competitors. If you operate in B2B sales or an industry that targets high-value professionals, these lucrative, quality conversions are exactly what you want. 

As for Google Ads, LinkedIn again proves its superiority for more targeted, niche marketing. In terms of costs, Google Ads cost between $1 and $2. However, this price can increase a great deal if you need to compete for popular keywords. Google Ads is also best utilized for intent-driven searches. This means that it delivers ads to users who search for a specific thing. 

LinkedIn, on the other hand, can catch people before they have shown intent. In other words, with LinkedIn, you can target potential consumers before they know they need your services or products. Since you establish audience criteria as part of your campaign, you benefit from refined targeting that exposes your business to entirely new markets.

Though LinkedIn Ads cost more than other outlets, they stand out on the strength of their audience. Furthermore, LinkedIn’s unrivaled options for specific targeting make each of its ad formats highly effective investments. No one wants to feel as if their advertising budget has gone to waste. If you know your market and are willing to spend some money, LinkedIn Ads will not disappoint!

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15 LinkedIn Advertising Stats to Get You Started Today

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Whether it’s Twitter, Youtube, Snapchat, or Facebook, each major social media outlet has its own audience, targeting, ad formats, and process.  

As a business owner or marketer, one of the most important choices you can make is identifying the right channel and tactic for your audience. Exposure in the world of paid acquisition does not come cheap, and you must make sure that your advertising reaches the right audience. For businesses that wish to target business professionals or promote B2B content, LinkedIn advertising stands as a preeminent choice. 

Why LinkedIn Advertising?

The venerable LinkedIn launched at the end of 2002, more than a year before Facebook. Since then, it has grown tremendously to become one of the leading social media platforms in the world. It has also carved out a unique niche for itself. While sites like Facebook and Twitter cater to any use whatsoever, LinkedIn remains dedicated to a professional network. As a result, it has a clearly defined user base that relies upon the site for important things like job searches and professional development. 

Despite these qualities, LinkedIn’s advertising opportunities often get overlooked. This can represent an egregious oversight on the part of a marketer, as LinkedIn advertising can prove massively successful for the right type of business. Its large membership aside, LinkedIn offers several benefits that clearly distinguish it from other channels.

Let’s take a look! 

The Benefits of Advertising on LinkedIn

Many people use social media almost exclusively to share their personal information. Whether it’s vacation photos, or your personal opinions on the future of democracy, sites like Facebook offer a forum where users broadcast a steady stream of personal data. LinkedIn offers a singular advantage in this regard. Though users on other platforms share insights into their personalities, daily lives, beliefs, habits, and preferences, they rarely reveal their work history or place of employment. In fact, many people actively keep their career and social media presence squarely separate.

With LinkedIn Ads, your company gets access to accurate data about a sizable professional audience. Among other things, LinkedIn shares info about location, work position, prior work experience, professional skills, and education. This sort of information is a goldmine for savvy marketers, as it allows them to identify specific demographics for the effective placement of ads and content. When you launch a LinkedIn advertising campaign, you can choose among targeting options that include:

  • Location
  • Job Title
  • Company Name
  • Industry
  • Degree
  • Professional Interests
  • And more

LinkedIn also allows for variability in content. LinkedIn’s ad options allow you to choose between the best type of media to engage your audience, whether it’s text, video, or images. LinkedIn advertising also offers a variety of formats, including email and carousel ads.

For proof of LinkedIn’s success as a marketing forum, you need simply look at the statistics. These 15 LinkedIn advertising stats not only showcase the potential of this social media mainstay, but also whether it represents the right choice for your investment.

Vast Exposure

LinkedIn’s membership is massive. The social networking giant has over 660 million users, about half of which access the site regularly. Of that number, 40 percent use LinkedIn on a daily basis. Many users visit the site multiple times a day for content, messaging, networking, job searches, profile management, and other purposes. In addition to its individual users, LinkedIn also has membership from 30 million companies. The vast size of this network means that ads on LinkedIn can reach a staggering 12 percent of the world’s entire population.

The Promise of Growth

Since 2003, LinkedIn has grown at an astronomical pace. The site started off well, and amassed 1.6 million members shortly after its launch. In 2011, when LinkedIn had 160 million members, it went public. This lured a massive influx of new sign-ups, and the LinkedIn user base nearly tripled. As for continued growth, consider this: for every second that you spend reading this sentence, LinkedIn has acquired more than two new members. That works out to nearly 173,000 new users each and every day, and 62 million additions every year. 

A Professional Audience

Of this user base, the 303 million who use LinkedIn regularly are active and engaged professionals. When you consider that a major purpose of LinkedIn is to connect business professionals for career development, it’s not surprising that the site’s users tend to be mature, accomplished adults. 

Danielle Hollembaek is a marketing professional for Minute Suites, which offers air travelers private retreats in terminals around the country. She has used LinkedIn Ads to great success in the growth of her business.

“We have really focused on growing our LinkedIn audience. Through the use of LinkedIn advertising, we expanded our reach almost 1,000 followers in less than 6 months,” says Hollembaek. “Frequent flyers, business travelers, and business professionals were our main targets. With an investment of $1,000, we saw almost 223,000 impressions and 950 clicks to our website.”

The Cream of the Crop

If you break down LinkedIn’s membership, you’ll see that most users are over the age of 35. The most common age falls between 46 and 55, a range that should capture the focus of almost any advertiser. This is the age when many people attain the pinnacle of their professional achievement. If you analyze the income of U.S. adults organized into 5-year age groups, people between 50 and 54 make more money than anyone else. What’s more, the average CEO of a Fortune 500 company is 58. In other words, if you want to aim your marketing at people who have some money to spend, LinkedIn advertising is the way to go.

The Go-Getters

While most LinkedIn users are older, that doesn’t mean millennials consider the site irrelevant. Users between the ages of 25 and 34 represent one of the most rapidly growing segments of LinkedIn’s membership. This is another excellent demographic for marketing, as young professionals have a lot of purchasing power and room to grow in their careers. As of 2020, millennials count for an astonishing 50 percent of the U.S. workforce. As the engine of our economy, this age group presents a gold mine of prospects readily accessible through LinkedIn advertising.

A Trusted Source

Advertising does much better when it appears in a respected forum. Among 91 percent of marketing executives, LinkedIn rules the roost as the most trusted source for quality content. Twitter, on the other hand, only gets approval from 29 percent of marketing executives, while Facebook inspires confidence among only 27 percent. 

Equal Opportunity Advertising

If you want to reach a general audience reflective of the actual population, LinkedIn once again presents a way. Many social media sites skew toward men or women. For example, Facebook has more female users than male, while most YouTube users are men. LinkedIn, on the other hand, is split right down the middle, with virtually identical numbers of male and female members.

Influence the Influencers

Advertising on LinkedIn reaches a very different audience than on other social media platforms. An incredible one-third of LinkedIn’s users have positions of authority and count as upper management in the place of their employment. In 2019, LinkedIn could count among its users 90 million influencers of senior-level position, 63 million decision makers, 17 million industry opinion leaders, 40 million mass affluent professionals, and 10 million C-level executives.

The Dominant Channel for Content Distribution

LinkedIn has proven so successful for B2B marketers, that nearly every professional in the fields employs it for content distribution. An incredible 97 percent of B2B marketers use LinkedIn as their main outlet channel. This number, calculated in 2018, represented a 3 percent increase from the previous year. The second-most popular platform for B2B content, Twitter, actually saw a 2 percent decline over that same period of time.

High Returns for B2B

Among B2B marketing professionals, 58 percent identify LinkedIn Ads as producing a high return on investment. Emarketer’s ROI stats show that, along with Facebook, LinkedIn represents the top choice among social media platforms for value derived from paid advertising. Twitter comes in at third in this regard. According to this research, YouTube, despite its massive number of users, is four times less effective than LinkedIn for B2B marketing.

The B2B Social Media Leader

Another B2B-related statistic concerns LinkenIn’s dominance among social media leads. LinkedIn not only has a high lead conversion rate, but also accounts for an incredible 80 percent of all B2B social media leads. Facebook, by comparison, generates a paltry 6.73 percent of B2B leads.

The Top Choice for Content Marketing

If you plan to create and distribute B2B-related content, LinkedIn advertising is an indispensable forum. The vast majority of professional B2B marketers, nearly 80 percent of them, identify LinkedIn as the most effective choice for content marketing across social media. This puts LinkedIn far ahead of its rivals Facebook and Twitter, which respectively see use from only 42 and 48 percent of B2B marketers.

Global Traction

While the United States represents LinkedIn’s biggest individual market, 70 percent of the network’s total users live elsewhere in the world. This type of global reach is indispensable in the world of ecommerce. In addition to its 167 million users who reside in the U.S., LinkedIn boasts 211 million European members and 179 million from Asia-Pacific. Available in 24 languages, LinkedIn advertising allows marketers to reach across borders into practically any market they want.

The Impact of InMail

Anyone who does email marketing knows that most people will simply ignore their message. LinkedIn’s InMail, however, has a remarkable open rate of nearly 52 percent. How does this compare to normal email campaigns? According to data from MailChimp, only 21.3 percent of email advertisements garner so much as a glance. InMail, on the other hand, connects more than half the time. This type of LinkedIn advertising can prove particularly effective among the busy decision-makers in companies and sectors you want to target.  

Carol Li is the growth marketer and co-founder of CocoFax, a secure and reliable online fax service. She has seen great success with the use of InMail.

“Sponsored InMail is highly personalized, due to the fact that you are sending a direct message to a LinkedIn user who is in your target audience,” says Li. “With LinkedIn, you can do this to reach high-quality audiences such as target influencers, decision-makers, and business executives.”

LinkedIn Advertising Will Only Get Better

As of 2019, the steady growth of LinkedIn, along with its proven ROI for advertising, led 42 percent of marketing professionals to increase their investment in the service. This showcases a great deal of confidence in LinkedIn advertising, along with faith that returns will continue to grow in pace with the network’s community of users.  

One final thing: money matters in advertising. You need your marketing investment to generate a measurable return, and every dollar spent ineffectually can represent untold amounts of lost revenue.