LinkedIn Ads 101: A Beginner’s Guide to B2B Advertising on LinkedIn

Why Advertise on LinkedIn?

LinkedIn isn’t just another social platform  it’s the go-to space for professionals, decision-makers, and industry leaders. If you’re in the B2B space, advertising on LinkedIn means reaching an audience that is actively looking for business solutions, partnerships, and industry insights. Unlike other platforms where users scroll for entertainment, LinkedIn users are there to network, learn, and grow making them more receptive to business-related ads.

Types of LinkedIn Ads

LinkedIn provides several ad formats, each designed for different campaign goals:

1. Sponsored Content

Native ads that appear in the LinkedIn feed, seamlessly blending with organic posts. Ideal for brand awareness, lead generation, and content promotion.

2. Message Ads (Previously Sponsored InMail)

Personalized messages sent directly to LinkedIn inboxes. Great for direct engagement, event promotions, and high-value offers.

3. Dynamic Ads

Highly personalized ads that automatically insert user details (such as their name or profile picture) to increase engagement. Best for attracting job applicants, followers, and lead generation.

4. Text Ads

Simple yet effective PPC ads that appear on the sidebar. Perfect for cost-effective brand awareness campaigns.

5. Video Ads

Engaging video content placed in the LinkedIn feed. Ideal for storytelling, product demonstrations, and thought leadership.

Setting Up Your LinkedIn Ad Campaign

Step 1: Define Your Objective

LinkedIn’s campaign manager provides three broad objectives:

• Awareness: Increase brand visibility.
• Consideration: Drive website visits, engagement, or video views.
• Conversions: Generate leads, website conversions, or job applicants.

Step 2: Audience Targeting

LinkedIn’s targeting is what sets it apart. You can filter your audience by:

• Job title & function – Target decision-makers in your industry.
• Industry & company size – Reach businesses of specific scales.
• Seniority & skills – Ensure your ads land in front of qualified prospects.
• Custom & matched audiences – Retarget website visitors or upload email lists.

Step 3: Choose Your Ad Format

Pick the format that aligns with your goals. For brand awareness, Sponsored Content or Video Ads work best. If you want to generate leads, Message Ads or Dynamic Ads might be the way to go.

Step 4: Set Your Budget & Bidding Strategy

LinkedIn operates on a bidding system, offering options like:

• CPC (Cost-Per-Click) – Best for driving traffic.
• CPM (Cost-Per-Thousand-Impressions) – Ideal for brand awareness.
• CPS (Cost-Per-Send for Message Ads) – Charges based on messages delivered.

Step 5: Create & Optimize Your Ad Copy

• Keep it concise and value-driven.
• Use a professional yet approachable tone.
• Add strong CTAs (e.g., “Download Now,” “Request a Demo”).
• Test different creatives and messaging to optimize performance.

Measuring & Improving Your LinkedIn Ads

Tracking your ad performance is crucial for optimizing results. Keep an eye on:

• Click-Through Rate (CTR): Are people engaging with your ads?
• Conversion Rate: Are they taking action?
• Cost-Per-Lead (CPL): Are you acquiring leads at a sustainable cost?
• Engagement Metrics: Are users interacting with your content?

LinkedIn Ads vs. Other Platforms

Feature	LinkedIn Ads	Facebook/Instagram Ads	Google Ads
Best For	B2B, lead gen, high-value services	B2C, eCommerce, brand awareness	Search intent, high-converting traffic
Audience Intent	Business-focused	Casual browsing	Purchase-driven
Targeting	Job title, industry, seniority	Interests, behavior, demographics	Keywords, search intent
Ad Cost	Higher CPC but high-quality leads	Lower CPC but broad audience	Varies based on competition

Final Thoughts

LinkedIn Ads are a powerhouse for B2B brands, offering unmatched audience targeting and high-quality lead generation. While costs might be higher than other platforms, the ROI often justifies the investment, especially for businesses targeting decision-makers and professionals.

At iRebel UK, we help businesses navigate LinkedIn advertising with data-driven strategies, ensuring every campaign reaches the right audience with the right message. Whether you’re new to LinkedIn Ads or looking to optimize existing campaigns, we tailor our approach to maximize results.

Ready to leverage LinkedIn Ads for your business? Let’s make it happen.