How to Run Paid Ad Campaigns on LinkedIn for B2B

Linkedin Ads Campaign Manager Tab

LinkedIn is social network, valuable for connecting with professionals and prospects. You can target industry experts on LinkedIn based on their job roles, designation, skills, education, age etc. When it comes to running a paid campaign, it is more expensive as compared to running ads on Adwords and Facebook, but the advantage is that you have a more targeted audience to show your ads to. Businesses for whom Google Adwords, Facebook have worked, scenario might be completely different on LinkedIn and your ad campaign might fail completely. So you need to rethink if your products or services will sell on this platform or not. Here you can select your own budget, bid, and targeting. Let us see how we can use LinkedIn for getting leads for a business.

1) Complete Profile

Complete your LinkedIn profile, fill all the minute necessary details about yourself.  Add a LinkedIn background photo to your personal profile.

 Linkedin Profile Creation of Prakash kumar Gupta

2) Company Page

Create a company page before creating a sponsored ad and try to increase the followers organically by asking your company employees to follow it.  This page allows you to post content in it and lets people discover new content related to your business. It also lets you know who are the friends and professionals who are following your company page.

3) For B2B companies

Paid ads on this platform normally works for Business-to-business companies and may not work well for B2C companies. You really need to run the campaign for a month or two and determine whether it pays off for your business or not.

4) Target Audience

Identify your target audience which you want to target based on designation, skills, education level, area, interests, age etc. Selecting wrong targeting can be very dangerous and can lead to campaign failure and wastage of money. Don’t use generic targeting, narrow down your audience and target selected group of professionals. Below  image shows in detail various targeting options that are available.

Defining Targeting Audience on linkedin Paid ads

5) Highlighting USPs

Identify your purpose of running the campaign based on your services or products that you are selling. Make a list of your products, features and Unique Selling Proposition (USPs) and then create ads using this data.

6) Choosing Bidding Models

Choose the correct bidding model. There are two bidding models to choose from CPC or CPM bid model. Or choose Sponsored InMail and only pay when your message is delivered. CPC is cost per click, in this you will be charged when a person clicks on your ad. And CPM means cost per thousand impression, in this you will be charged for every 1000 impressions of ads shown. While running campaigns I observed that CPC bidding model is more cost effective as compared to CPM model.

7) Sponsored InMail

Sponsored InMail is also very effective in reaching out to target audience and chances of conversion is more. In this you directly send personalized mails to the recipient’s inbox. Write a meaningful, actionable short mail without any grammar errors. Be professional and to the point while writing your message. Keep your subject lines short, relevant. Create your message with conversational language. Short and actionable subject lines tend to work best.

8) Content Sponsored Ads

The third type of ad is sponsored content ad which has a big featured image apart from headline and description. These types of ads are used by content marketers in order to provide users with some useful information or case study. For these type of ad you need to have a company page. In this type of ads you will get below shown two options.

Content Sponsered Ads on Linkedin

9) Create a Compelling Ad Copy

Write a compelling headline and ad description. You have limited character limit to catch user’s attention only 25 characters for headline and 75 characters for description. Similar to Adwords, Facebook, you can’t use words in all caps. For example, “CALL TODAY”.

Creating Text Adcopy on Linkedin

10) Use Proper Call-To-Action

Use a meaningful Call to action (CTA). For example if want to connect with people for networking event then you can use “Sign Up” as CTA. If you are selling a service then you could use Call Us Today Read more, Visit Site, Sign Up Today, Free Download etc.

11) Image Usage

There are two types of images that can be used in ad copies for normal ads a 50*50 image is used. Normally the company logo is used or any other relevant image is used which can be read clearly. Only in the case of sponsored ads we can use large image.

12) Click Through Rate(CTR)

Maintain a higher click through of your ads like 0.05 would be ideal, lower CTR results in lower quality score just like in Adwords, which may lead to lower impressions.

13) A/B Testing

Do A/B testing for your ads and see which ones are performing best. You create do up to 15 variations of one ad copy. You can variations of ads by changing the headline only by keeping the description constant or by changing the description by keeping the headline constant. You can also change the images and test it improves the CTR.

14) Importance of Landing Page

We cannot overlook the importance of the landing page. Normally it is not good practice to use your home page as your landing page, instead you should create a dedicated landing page that is relevant to the product or services described on the ad copy. Put a form on the landing page that requires minimal information from visitors and is filled with just the required information on the landing page.

15) Measuring the performance

Lastly after creating ad campaigns tracking and measuring its performance is very important. You can view your analytics inside campaign manager and choosing the campaign that you want to view. You can also use Google Analytics to track as it will help you to measure additional metrics like user behavior, source, on page time, location and many other metrics.





I am a Digital Marketing Expert who helps Small business grow online. I create brands by improving sales and conversions through Online Marketing channels like SEO, Social Media, Adwords & Content Marketing. During free time, i write blogs and share my knowledge with others.

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