LinkedIn is the powerhouse for B2B marketing, networking, and flexing those thought leadership muscles. But if you’re not running a sharp LinkedIn advertising strategy, you’re basically leaving high-intent, decision-making eyeballs on the table. Facebook might reward a little bit of chaos as long as you’re spending, but on LinkedIIn, it’s engagement, leads and awareness with purpose. LinkedIn ads demand precision because clicks here aren’t cheap. So, let’s talk step-by-step about how to actually make them work for you—without setting your budget on fire.

1. Define Your LinkedIn Campaign Objective

Before you spend a dime, figure out what you actually want to achieve. A successful LinkedIn advertising strategy starts with picking the right campaign objective. LinkedIn provides a nice little chart to help you determine what kin

Here’s what you’re working with:

  • Brand Awareness: Want people to know your name? Use this to show up in their feed like a VIP guest at an exclusive party.
  • Website Visits: If traffic is your game, this ensures your ideal audience lands on your site instead of doom-scrolling their way into oblivion.
  • Engagement: More likes, comments, and shares—because your content deserves to be seen. YOU ARE a thought leader.
  • Lead Generation: The holy grail. Get high-quality leads straight from LinkedIn forms without making people leave the platform.
  • Website Conversions: Want signups, demos, or purchases? This one’s for you.

Example: If you’re selling enterprise SaaS, a lead gen campaign with a killer case study download might be your best bet. If you’re a branding consultant, engagement campaigns showcasing your thought leadership might work better. If you’re still a little lost, check out LinkedIn’s great little matrix cross-referencing objectives, ad types and the funnel stage you’re targeting.

2. Target the Right LinkedIn Audience (Let’s not just yell into the void. That’s for Twitter).

A LinkedIn advertising strategy without the right audience targeting is just expensive wishful thinking. (And slightly heartbreaking to us digital strategy nerds). LinkedIn’s targeting is chef’s kiss—but only if you use it wisely. This isn’t Instagram; you’re not chasing people who like latte art. You’re targeting the decision-makers with budget to actually pay you. Here’s how:

  • Job Title & Function: Skip the interns and hit up the VPs, CMOs, and senior decision-makers.
  • Company Industry & Size: Selling to startups? Fortune 500s? Narrow it down.
  • Skills & Interests: LinkedIn knows what people are good at—use that to your advantage.
  • Seniority & Experience: Not all managers are created equal; some control budgets, others control coffee runs.

Pro Tip: Use Matched Audiences to retarget people who’ve already visited your website, engaged with your content, or are in your CRM. Familiarity breeds conversions.

3. Choose the Best Ad Format (Because Not All Ads Are Created Equal)

Think of your LinkedIn ad format like your choice of footwear—flip-flops don’t belong in a boardroom, and the wrong ad format won’t get you results S.electing the appropriate LinkedIn ad format is crucial to achieving your marketing objectives. Here’s a breakdown of the available ad formats and their optimal uses:

Sponsored Content: Appearing directly in users’ feeds, these ads blend seamlessly with organic posts and are labeled as “Promoted.” They are versatile and can be used to drive engagements, website visits, lead generation, and conversions.

Message Ads: These ads allow you to send personalized messages directly to your target audience’s LinkedIn inboxes. They are effective for direct offers, event invitations, and personalized promotions. ​

Dynamic Ads: Leveraging LinkedIn’s data, these ads automatically personalize content for each viewer, incorporating elements like their name or profile picture to create a custom ad experience. Makes them feel seen—without the creepy stalker vibes.

Text Ads: Sidebar PPC ads that are short, to the point, and effective. Not the flashiest option, but hey, not everything needs a full production budget.

Video Ads: Ideal for storytelling and showcasing your brand’s personality, these ads appear in the feed and can effectively boost brand awareness and convey complex messages engagingly. ​For when you’ve got a story to tell. Perfect for brand awareness, industry flexing, or showing off your latest hype reel.

Carousel Ads: Swipeable ads that let you showcase multiple images or videos. Great for product highlights, brand storytelling, or just making people stop and interact.

Event Ads: Designed to promote upcoming events, these ads provide details like date, time, and location, encouraging users to register or attend. ​

Document Ads: Allowing you to share documents directly in the feed, these ads are useful for distributing whitepapers, case studies, or reports to engage your audience and generate leads. ​

Conversation Ads: An interactive format that enables you to create a chatbot-like experience, guiding users through multiple paths based on their responses, leading to higher engagement. ​

Lead Gen Forms: For when you want people’s info without sending them off-platform. These forms integrate with various ad formats, making it easy to capture leads while LinkedIn does the heavy lifting.

Stacking LinkedIn Ads for Best Results:

A few examples of how you might combine these ad type: If you’re selling a high-ticket consulting service, a Sponsored Content post featuring a client testimonial video builds credibility while a Message Ad sends a direct invite to a webinar. Launching a new SaaS tool? A Carousel Ad can showcase key features, while a Lead Gen Form captures interest without making users leave LinkedIn. Promoting a major industry event? Event Ads get the word out, and a Conversation Ad follows up with registrants to boost attendance. The right mix isn’t about guesswork—it’s about stacking formats that work together to drive real results.

4. Optimize Your LinkedIn Ad Creative & Copy (Because Boring Ads Don’t Convert)

Social media marketing isn’t just about posting content—it’s about grabbing attention. And nowhere is that more true than with LinkedIn Ads. Your ad creative needs to feel like part of the conversation.

Here’s how to make them pop:

  • Strong Headlines: “Tired of Wasting Money on Ads That Don’t Work? Read This.”
  • Eye-Catching Visuals: Stock photos won’t cut it. Show real people, bold graphics, or even memes (if they fit your brand).
  • Concise Messaging: Cut the fluff. “We help [audience] do [result] so they can [benefit].” Boom.
  • Clear CTA: Don’t make them guess—tell them what to do next. (Download, Sign Up, Request a Demo.)

Example: Instead of “Boost your marketing strategy with our platform,” try “Want 3X More Qualified Leads? Let’s Talk.”

5. Set a Budget & Bid Strategy (Because the money matters – especially when you’re calculating ROI)

Navigating LinkedIn’s advertising landscape requires a strategic approach to budgeting, as costs can escalate rapidly without careful planning. Here’s a breakdown of the primary pricing models and best practices to optimize your ad spend:​

1. Cost-Per-Click (CPC): You pay each time someone clicks on your ad. This model is ideal for campaigns focused on driving traffic to your website or generating conversions. On LinkedIn, the average CPC ranges from $2.00 to $3.00. ​

2. Cost-Per-Mille (CPM): Also known as cost per 1,000 impressions, this model charges you based on the number of times your ad is displayed, regardless of user interaction. It’s best suited for brand awareness campaigns aiming to maximize visibility. The average CPM on LinkedIn is between $5.01 and $8.00. ​

3. Cost-Per-Send (CPS): Specific to Sponsored Messaging campaigns, CPS entails paying for each message sent to a user’s inbox. This approach is effective for personalized outreach initiatives. The average CPS varies from $0.26 to $0.50 per send. ​

LinkedIn Ads Budget Optimization Tips:

  • Start Small: Begin with a modest budget to test different ad formats, targeting options, and messaging strategies. This approach allows you to gather performance data without significant financial risk.​
  • Continuous Monitoring: Regularly analyze your campaigns’ performance metrics. Avoid the “set it and forget it” mentality; instead, be prepared to make data-driven adjustments to improve results.​
  • Refine Targeting: Ensure your ads reach the most relevant audience by leveraging LinkedIn’s robust targeting capabilities. Precise targeting can enhance engagement and reduce wasted spend.​
  • A/B Testing: Experiment with different ad creatives, headlines, and calls-to-action to identify what resonates best with your audience. A/B testing helps in refining your approach for better outcomes.​

By understanding LinkedIn’s pricing models and implementing these optimization strategies, you can effectively manage your social media marketing budget and achieve your advertising objectives.

6. Track & Optimize Performance (Because Gut Feelings Don’t Pay the Bills)

Running LinkedIn ads without checking the numbers? Bold move. Here’s what we’re looking at on a weekly and monthly basis with our LinkedIn ads:

  • Click-Through Rate (CTR): If no one’s clicking, your ad is basically digital tumbleweed. Rethink your copy, visuals, or both. Benchmark numbers depends pretty strongly on the industry – so check your verticals (ie: Google it) to find out what a good % is for your vertical.
  • Conversion Rate: Clicks are cute, but if they’re not turning into actions, you’re just paying for LinkedIn to look busy. Conversion rate tells you the percentage of users who completed a desired action after clicking your ad. If users are clicking, but aren’t converting, you might want to reassess your landing page or offer. According to Metadata.io, here are some conversion rates you can benchmark:
    • Click-to-Lead Conversion Rate: 9.23%​
    • Lead-to-Opportunity Conversion Rate: 2.63%​
    • Opportunity-to-Closed-Won Conversion Rate: 12.71%​
  • Cost-Per-Lead (CPL): Bleeding cash on expensive leads? Your targeting might be off, or your offer might not be as irresistible as you think. These also vary wildly by industry, from $125 per lead on average in Software & IT to $64 per lead in Education verticals. And beyond.
  • Impressions & Reach: These metrics indicate how often your ad is displayed and the number of unique users who see it. While high numbers can boost brand visibility, they don’t guarantee engagement. Focus on quality over quantity to ensure your ads reach the right audience.

Pro Tip: Test. Tweak. Repeat. If an ad flops, don’t just let it drain (Sometimes we love an ad so much we’re sure it will do well if we just spend a little more on it… Don’t fall in love with your ads). Track the data, optimize what works, and kill what doesn’t. It’s a constant cycle — Launch, track, iterate, repeat.

Final Thoughts on Building a LinkedIn Advertising Strategy

A winning LinkedIn advertising strategy isn’t about throwing money at the platform and hoping for the best. It’s about strategic targeting, bold creative, and continuous optimization. If you are ready to stop wasting ad spend and start driving real business results, let’s chat. Get your LinkedIn advertising strategy locked in and let LinkedIn Ads actually work for you.